User experience is a vital component of mission-critical projects. The vast majority of experience is digital. We spend insane amounts of time and money designing UX for websites, apps and products to impress users. But the truth is UX isn’t a singular experience we can define. And it doesn’t happen on a screen – it happens in the mind. More specifically, the six minds.
Discover how UX is truly a collection of experiences occurring across six brain concentrations, each with their own processing styles and ideal states. And how, using psychological principles, you can uncover the conscious and subconscious needs of these six minds to appeal to users on cognitive and emotional levels.
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User experience doesn't happen on a screen: It happens in the mind.
1. UX doesn’t happen on a screen,
it’s in the mind
Psychology + User Experience + InnovationBrilliant Experience
John Whalen, PhD
Founder & CEO, Brilliant Experience
2. About John
PhD Cognitive Science
Johns Hopkins University
Cognitive Neuroscience
Vision Science
Linguistics
John Whalen, PhD
CEO, UX Lead
Post Doc. at UCLA during
dot.com boom
Professor in Psychology
University of Delaware
Founder, UX Lead
Brilliant Experience
User Insights
Digital Strategy
User Experience
28. + Add to Library
Captured
‣ Natural eye flow
‣ Words / symbols they are
looking for (regardless of
what they said)
Design Impact
‣ Put action where item sought
(with attention drawing button)
with right words.
29. Discover what the eyes seek and where.
#sixminds #sxsw #bebrilliant
Vision /
Attention
34. Captured
‣ Understanding of virtual space.
‣ How interface space is navigated.
‣ What surprises and delights.
Design Impact
‣ Timing of feedback with
micro interactions critical.
‣ Discoverability of invisible
interface (voice) challenge.
40. Memory: Observation Process
1. Ask questions that uncover expectations:
“What’s about to happen?”
2. Use transcripts, behaviors and inference to determine mental models
43. Figure 1: Cuisinart Corporate Store Figure 2: Cuisinart Web Store
What the…?
44. Captured
‣ Words used
‣ Semantic relationships
‣ Mental models
Design Impact
‣ Understanding and activating
the right mental model will build
trust and reduce the need for
instructions.
Kelly
Luxury
Royal Treatment
Willin
What
Fly aw
DefineLuxury
Limo at AMassageShoe Shine
Best Restaura
Everyone at a tou
Exotic Foods
Pam
pered
FirstC
EliteStatus
L
Aspireto
Cards&Money
Vacatio
SpendO
90%
CardUse
C
World View
M
ostIm
portant
Health
W
ork-Life
B
Relaxing
on
Vac
PeaceofMind
Successful
LuckytoHaveJob
HavePieceofMind
Fortunate+HardWorking
BePromoted
AffordHome
ImproveHealth
Made It
Financial Goals
Two Homes, Rentals
No Worrying About Bills
Work-Life Balance
Charities
Child Cancer
Meals on Wheels
SF Symphony
Parkinson's
5-YearG
oals
Vacation
House
International Travel
Retirem
entSavings
New
Car
New
Home
LifeStyle
Travel
Palm
SpringsLasVegaseCountry
Cars
tyG25
udiA4
Class
BSLK
Non-Travel
rossfit
unteer
riathlon
ymphony
Opera
withFriends
Movies
Brands
Virgin
Am
erica
Ritz
M
arriott
M
andarin
Shangri-La
Mercedes
anMarcus rigammo
Services
keeper
rdiner
actor
Lazy,SleepIn
45. #sixminds #sxsw #bebrilliant
Activate and harness their mental models.
Kelly
Luxury
RoyalTreatment
Willingtopaymore
WhatyouwantwheneverFlyawayatwhim
DefineLuxury
LimoatAirport
MassageShoeShine
BestRestaurants
Everyoneatatouchofabutton
ExoticFoods
Pam
pered
First Class
Cabin
Elite Status
Love it. Easy to get spo
Love it
Feel special
Well treated
Aspire to do/get
Travel around
Surfing
Seaboard C
Cards & Money
Vacation
Spend On
Tennis
Cross Fit
Home Impro
Clothing
Eating Out90%
Card Use
DiscoverUnited Club Card
Amazon VISA
CostCo AMEX
5%
Cash
WorldView
M
ostIm
portant
Health
&
Fam
ily
W
ork-Life
Balance
Relaxing
on
Vacation
PeaceofMind
Successful
LuckytoHaveJob
HavePieceofMind
Fortunate+HardW
BePromoted
AffordHome
ImproveHealth
MadeIt
inancialGoals
omes,Rentals
yingAboutBills
ork-LifeBalance
Charities
ChildCancer
MealsonWheels
SFSymphony
Parkinson's
5-Year G
oals
Vacation
House
InternationalTravel
Retirem
ent Savings
New
Car
New
Home
Life Style
Travel
Palm
SpringsLas VegasWine Country
Cars
Infinity G25
Audi A4
MB C-Class
MB SLK
Non-Travel
Crossfit
Volunteer
Triathlon
Symphony
Opera
Dinner with Friends
Movies
Brands
Virgin
Am
erica
Ritz
M
arriott
M
andarin
Shangri-La
Mercedes
NeimanMarcusFerigammo
Services
Housekeeper
Gardiner
Contractor
Lazy,SleepIn
Memory
50. Example Observational Process
1. Which credit cards to you use today?
2. Which is your favorite?
3. What is your weekend like?
4. How do you like to vacation?
5. What are your goals for the next 3 years?
6. What is most important to you?
7. What worries/excites you the most about the future?
8. What do you aspire to in life?
60. Language: Observational Process
1. Record interviews, analyze transcripts for word usage
‣ How do words/ideas vary by group (e.g., novice/expert)
2. Probe for detailed meaning of terms
67. Observational Process
1. What is the flow of their decision making?
2. What do they need to know when?
3. Infer: What do they think the “problem space” is? Is that really it?
81. UX happens in the mind.
#sixminds #sxsw #bebrilliant
82. UX is multi-dimensional and multi-sensory.
Language Wayfinding
Vision /
Attention
MemoryEmotion
Decision
Making
#sixminds #sxsw #bebrilliant
83. Design for the six minds
Language Wayfinding
Vision /
Attention
MemoryEmotion
Decision
Making
#sixminds #sxsw #bebrilliant
Discover what the eyes seek and where.
Match their perception of space and interactions
Activate and harness their mental models.
Learn their lexicon.
Uncover what appeals, enhances and awakens.
Augment their micro decisions.