The Biology of Design: How Human Biology Influences Design
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Transcript of The Biology of Design: How Human Biology Influences Design
Presented by
richard banfield
the biology of design
@
how do you
design for an
unknown
future
The things I’m going
to be working on
have not been
invented yet
rhys banfield, Age 10
we have to look
at human
biology
why do we even
have brains
to move
#convCon @freshtilledsoil
lovely, but
very far
from
natural
desktop
requires
modification
of behavior
#convCon @freshtilledsoil
mobile is
a state
#convCon
we are
emotional first
and logical
second
brains only
make decisions
when filtered
through
emotions
strong
emotional
connections
lead to loyalty
We’re unique in
the range of
emotions
recognizable in
the face
we can be
persuaded
but timing is
everything
Easy to Do
Hig
h M
otiv
atio
nLo
w M
otiv
atio
n
Hard to Do
Make it motivating
Make it easy to do
the right experience at the right time
case study:the guardian
always on but not on the same device
mon tues wed thurs fri sat sun
assumption...
mon tues wed thurs fri sat sun
but...
mon tues wed thurs fri sat sun
brains
brains
Mobile Web
ipad app
We are not seeing a substitutional effect. People reading across multiple devices increase their consumption, they read for more and longer.
Tom Betts, FT head of data
your brain
is lazy
mental filters
determine the
impact of what
you see and
remember
happiness makes memories and learning
ultimately its
all about sex
but it’s
complicated
hybrid can help
with conversion
optimization>10,000
human success
means being
successful at
gene or meme
transfer
storytelling
evolved for
meme transfer
lying is part of
that evolution
applying
biology to
design thinking
car safety and
soccer moms
What did they see?What did they feel?
What motivated them?What’s the story?
what’s the irrational story?
@
Q&A