Biology of Design: Future of Web Design
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Transcript of Biology of Design: Future of Web Design
Richard Banfield
You Have a Great Mobile Strategy But Nobody Cares
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What’s next for mobile design?
“…the things I’m going to be working on haven’t been invented yet.”Rhys Banfield, age 10
Is there anything we do know about the future?
Source: Alpha Designer
Source: Alpha Designer
Biology is an exquisite designer
Constraints
Beautiful
Adaptive
Empathy
Billions of years of user tests
Cycles of near wins that lead to more attempts
Big innovations happen when big stress occurs.
Rule #1: Innovation in products happens suddenly, not gradually
What do our bodies tell us about the future?
Why do we even have brains?
“Movement is the only thing you have to affect the world around you”Daniel Wolpert, Neuroscientist
Mobile is a state, not a technology
It’s the biology, stupid.
Beware the tech that forces you out of your natural state.
#convCon @freshtilledsoil
Rule #2: Mobile is our default state
Source: The Telegraph
“A wearable device is just one more thing to manage during the day. I don’t think people will want to deck themselves out with all that in the future,”Amal Graafstra, adventure technologist
Source: The Telegraph
The future of mobile product design looks a lot like you.
Physiological
Safety
Belonging / Love
Self-esteem
Self- actualization
Physiological
Safety
Belonging / Love
Self-esteem
Self- actualization
WIFI!!!!!
Rule #3: The best products simply extend our biological powers
What about content?
If tech conforms to us…
…then content should follow us too.
Always on…but not always on the same device
mon tues wed thurs fri sat sun
Easy with smartphones…
…we forgot the tablets…
mon tues wed thurs fri sat sun
mon tues wed thurs fri sat sun
…and, more…oh boy…!
brains
“We are not seeing a substitutional effect. People reading across multiple devices increase their consumption…”
Tom Betts, FT head of data
Rule #4: Mobile experiences, and thus products, are not created equal
Let’s talk about drugs
We need dope
We need dopamine
We are emotional first and logical second
Emotions are required for decisions.
Source: snowlife.co.uk
Environmental Psychological Social
Environmental Psychological Social
Our physical experience influences the chemicals we release.
Brain chemistry drives engagement.
“What’s in it for me?”
People use your product because it makes them feel good.
Make someone feel good and you win.
Make someone feel good in front of their friends and you win big time.
Recognize me!!
Car safety and soccer moms.
What does safety look like to your customer?
Physiological
Safety
Belonging / Love
Self-esteem
Self- actualization
Rule #5: The best products make humans feel more human
#1 Innovation trumps iteration #2 Mobile state is our default #3 Extend biological powers #4 Mobile is not created equal #5 Make them feel good
#1 Innovation trumps iteration Agile and Lean are better than waterfall, but nothing beats big breakthrough ideas.
Learn to prototype and test.
#2 Mobile state is our default It’s not ‘mobile first’, its mobile always. Build for the human state not the tech state.
Great tech = great experience
#3 Extend biological power Tech should enhance who we already are. It’s not a new you - it’s you with superpowers.
…but not at the ego’s expense
#4 Mobile UX is not equal Context is everything. Get out of the building and build the most relevant UX possible.
Your user has already moved on
#5 Make us feel good Build products that make humans feel smart, safe, recognized, and loved, and they’ll return the favor.
Thank you!
Q&A