Nathalie Nahai Nir Eyal Roger Dooley #DesignMind Designing for the Mind
Transcript
Nathalie Nahai Nir Eyal Roger Dooley #DesignMind
Designing for the Mind
Nathalie Nahai @nathalienahai
TheWebPsychologist.com
Nir Eyal @nireyal
nirandfar.com
Roger Dooley rogerdooley.com
@rogerdooley
#sxsw #DesignMind
@rogerdooley @nathalienahai
@nireyal
Daniel Kahneman Ronald Coase
Daniel Kahneman
System 1 System 2
Right/Left Brain?
Emotion
Art
Non-conscious
Creativity
Right/Left Brain?
Speech
Logic
Conscious
Math
Reality: It’s Complicated
5% Conscious
95% Non-conscious
How much of the brain are you designing for?
#DesignMind #sxsw @rogerdooley
Friction
Ronald Coase
Friction = The time, money, and effort lost in getting
what you want.
Difficulty: Real and
Perceived
#DesignMind #sxsw @rogerdooley
Real Friction Form Fields Steps in Checkout Process Instructions “What am I supposed to do?” ANYTHING in Conversion Sequence
High Friction
High Friction
$4,000,000,000,000.
2015 Est. – Business Insider
#DesignMind #sxsw @rogerdooley
Near-Zero Friction
Security Friction
“Imaginary” Friction &
Cognitive Fluency
#DesignMind #sxsw @rogerdooley
Difficulty Cooties
Design & Naming Choices
Your App, Order
Process, etc.
#DesignMind #sxsw @rogerdooley
Difficult = Risky
“Magnalroxate” “Hnegripitrom”
Safer è è è More Dangerous
Difficult = Risky
“Chunta” “Vaiveahtoishi”
Safer è è è More Dangerous
Easy = True
Fluency & Image Placement
Go with the flow!
ñ
ñ
ñ
ñ
Image Placement
More Fluent & Believable Less Fluent & Believable
Fluency & Design Choices
Confession Site
I believe God is on IRC and that I have found him. Sometimes I sympathize with other prophets of the past because no one believe me and I fear it will soon be too late to save mankind.
Confession Site
I believe God is on IRC and that I have found him. Sometimes I sympathize with other prophets of the past because no one believe me and I fear it will soon be too late to save mankind.
More “fluent” site = More revealing posts
Drunk Tank Pink, Alter
17% couldn’t decide.
40%
couldn’t decide.
#DesignMind #sxsw @rogerdooley
Minimize perceived friction with simple fonts, short text,