Users are not like us — they view the world with a completing different filter. As designers, we’ve trained ourselves to notice every little detail about a design — everything grabs our attention. We assume that users do the same when coming to a site or using an application for the first time. We assume that all those details that took us, as the designers, hours to figure out just right will catch a user’s eye and invoke pleasant thoughts and emotions that go along with facilitating a positive user experience. But, that’s not how our brains work. In fact, the average user will miss almost everything within their field of vision when working with a design for the first time. This phenomenon occurs all the time during usability studies, much to our bewilderment. Fortunately, recent research within neurological and cognitive science offers some clues to why this behavior occurs. This session will review several concepts that shows how little people actually pay attention to the things they interact with, and will provide some tips and tricks for getting past this mental limitation.

1. Brad Nunnally @bnunnally
Misconceptions
on Perception

7. Training Fails

8. We
have
busy
lives
Training Fails

9. We
have
busy
lives
We
rely
on
past
expectations
&
habits
Training Fails

10. We
have
busy
lives
We
rely
on
past
expectations
&
habits
There
are
gaps
between
interactions
Training Fails

11. We
have
busy
lives
We
rely
on
past
expectations
&
habits
There
are
gaps
between
interactions
Mislead
by
our
peers
Training Fails

12. Leap is a start

17. But, why does
it happen?

21. Change Blindness

22. Change Blindness

24. Would You Notice?

25. Would You Notice?

26. Here’s The Proof

27. Here’s The Proof

28. 1999

29. 2002

30. 2005

31. 2007

32. 2010
http://www.lukew.com/ff/entry.asp?178

35. Selective Attention

54. We’re all a little slow

55. We’re all a little slow
80
Millisecond
Rule

56. We’re all a little slow
80
Millisecond
Rule
Perception
occurs
before
understanding

57. We’re all a little slow
80
Millisecond
Rule
Perception
occurs
before
understanding
Our
minds
constructed
the
world
around
us

58. It’s all a guessing game

59. It’s all a guessing game
Memory
+
Perception
+
Expectations
=
Reality

60. It’s all a guessing game
Memory
+
Perception
+
Expectations
=
Reality
Sometimes
part
of
the
equation
is
wrong

61. It’s all a guessing game
Memory
+
Perception
+
Expectations
=
Reality
Sometimes
part
of
the
equation
is
wrong
Blind
Men
&
The
Elephant

64. "I
did
not
see
that
big
red
bar
at
the
bottom
that
says
click
here
for
more
information"
“How
did
I
NOT
see
that?”
“I
must
have
missed
that
button”
“I
could
have
used
what?”
“Ohh,
well
that
makes
sense
now
that
I
see
it.”

65. Screenshot from PE
Usability Testing

66. Screenshot from PE
Usability Testing

67. Screenshot from PE
Usability Testing

75. Well,
technology
is
a
glittering
lure.
But
there's
the
rare
occasion
when
the
public
can
be
engaged
on
a
level
beyond
flash,
if
they
have
a
sentimental
bond
with
the
product.
Don
Draper

85. So What?
Understanding
the
limitations
of
the
human
brain
provide
us
with
an
opportunity
to
create
better
designs
earlier
in
the
process.
Allowing
for
more
critical
issues
to
be
identified
during
usability
testing.

87. So What?
We
still
have
these
damn
monkey
brains
It
is
easy
for
people
to
get
tripped
up
by
technology
Knowing
the
Brain
=
Better
Design
Effectively
plan
major
redesign
projects
Understanding
basic
human
behavior
to
augment
human
experiences
Utilize
the
power
of
choice
to
drive
engagement

88. Online
Sources
-
https://kippt.com/bnunnally/fallacy-talk

89. Thank You!
Brad Nunnally
UX Solution Architect
Perficient Experience Design
Email - brad.nunnally@perficient.com
Twitter - @bnunnally
Site - www.onestraythought.com