Susan Weinschenk's UKUPA Presentation

Designing For Engagement:
What makes them click?

Susan
Weinschenk,
Ph.D.

thebrainlady@gmail.com
@thebrainlady
#100Things
US Phone: 847-909-5946
www.whatmakesthemclick.net

Most
Mental
Processing
is
Unconscious

@thebrainlady whatmakesthemclick.net thebrainlady@gmail.com

40,000,000,000


40


1. The Fusiform Facial Area (FFA) Makes Us
Pay Attention To Human Faces


Fact
Or
Fic:on?

People like having a lot of
choices.


Fact
Or
Fic:on?

People like having a lot of
choices.

FACT


Iyengar, Sheena S.
and Mark R. Lepper.
2000. When choice is
demotivating: Can one
desire too much of a
good thing?. Journal
of Personality and
Social Psychology.
79: 995-1006.


Fact
Or
Fic:on?

If you give people too
many choices they won’t
choose anything.


Fact
Or
Fic:on?

If you give people too
many choices they won’t
choose anything.

FACT


Choice = Control = Survival


Fact
or
Fic:on?

People can only
remember/process 7 + or –
“things” at a time


Fact
or
Fic:on?

People can only
remember/process 7 + or –
“things” at a time

FICTION


7
+/-‐
2
is
an
Urban
Legend


2. People Can Remember/Deal With Only 3-4 Items

Baddeley,
A.
D.
(1994).
The
magical
number
seven:
S:ll
magic
aSer
all
these

years?
Psychological
Review,
101,
353-‐356.

Broadbent,
D.
(1975).
The
magic
number
seven
aSer
ﬁSeen
years.
In:
Studies
in
long-‐
term
memory,
ed.
A.
Kennedy
&
A.
Wilkes.
Wiley.

Cowan,
N.
(2001).
The
magical
number
4
in
short-‐term
memory:
A
reconsidera:on
of

mental
storage
capacity.
Behavioral
and
Brain
Sciences,
24,
87-‐185.


3.
People
Have
Mental
Models

One bystander Five bystanders

Gives help 85% Gives help 31%
of the time of the time

Latane, B., and J.M. Darley. “Group Inhibition of Bystander Intervention in Emergencies.”
Journal of Personality and Social Psychology 10 (1968): 215-21.


Chen, Yi-Fen, Herd behavior in purchasing books online, Computers in Human
Behavior, 24, (2008), 1977-1992.


4. When Uncertain, People Look To Others’ Behavior To Decide
What To Do


just how good is the
cookie?

Worchel, Stephen, Jerry Lee, and Akanbi
Adewole. 1975. Effects of supply and
demand on ratings of object value. Journal
of Personality and Social Psychology. Vol
32(5), 906-914.


Fear Of Loss Is More Powerful Than The Opportunity Of Gain


5. Food, Sex, Danger Grab Attention


6. Video is the engaging media

Stephens,
Greg,
and
Hasson,
U.
2010.
“Speaker-‐listener
neural
coupling
underlies

successful
communica:on.”
Proceedings
of
the
Na:onal
Academy
of
Sciences.


7. People Are Motivated To Connect

“Weak”
Ties

=
?

Professor
Robin
Dunbar

University
of
Oxford

hep://www.isca.ox.ac.uk/about-‐
“Strong”
Ties
=

us/staﬀ/academic/prof-‐robin-‐
150
dunbar/


8.
Beauty
Is
In
The
Eye
Of
The
Unconscious

Tractinsky, et. al. Using
ratings and response
latencies to evaluate
the consistency of
immediate aesthetic
perceptions of web
pages. Proceedings of
the 3rd Annual
Workshop on HCI
Research in MIS, 2004.

Fernandes, et.al.
Judging the appeal of
web sites. Proceedings
of the 4th World
Congress on the
Management of
Electronic commerce,
2003.


Berns, Gregory S.,
McClure, S., Pagnoni,
G., & Montague, P.
(2001). Predictability
modulates human
brain response to
reward. The Journal
of Neuroscience,
21(8), 2793–2798.


Factor 1:
Aesthetic – Orderly and clear design

Factor 2:
Expressive – Creativity and originality;
breaking design conventions

Lavie & Tractinsky, Assessing dimensions of perceived visual aesthetics of web sites.
Intl Journal of Human-Computer Studies. 60 (2004) 269-298.


Fact,
Theory,
Or
Fic:on?

People Prefer Objects
With Curves


Fact,
Theory,
Or
Fic:on?

People Prefer Objects
With Curves

FACT


People Prefer Objects With Curves

Bar, M., & Neta, M.
(2006). Humans
prefer curved visual
objects.
Psychological
Science, 17(8),
645-648.


9: The Brain Processes Information Best In Story Format

Singer, T., B. Seymour, J.
O’Doherty, H. Kaube, J.D. Dolan,
and C. Frith. 2004. Empathy for pain
involves the affective but not
sensory component of pain.
Science. 303: 1157-1162.


10.
People
Expect
Technology
To
Follow
Human-‐To-‐Human

Interac:on
Rules


• Don’t distract me

• 


Designing for Engagement

1. The Fusiform Facial Area (FFA) Makes Us Pay Attention To Human Faces
2. People Can Remember/Deal With Only 3-4 Items
3. People Have Mental Models
4. When Uncertain, People Look To Others’ Behavior To Decide What To Do
5. Food, Sex, Danger Grab Attention –Fear of Loss>Anticipation Of Gain
6. Video is the engaging media
7. People Are Motivated To Connect
8. Beauty Is In The Eye Of The Unconscious
9: The Brain Processes Information Best In Story Format
10. People Expect Technology To Follow Human-To-Human Interaction
Rules


For
More
Informa:on


Susan Weinschenk, Ph.D.
@thebrainlady
thebrainlady@gmail.com
US Phone: 847-909-5946
www.whatmakesthemclick.net


Susan Weinschenk's UKUPA Presentation

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