What do an overnight 40% drop in road accidents, a night in on the sofa watching TV and a good night's sleep have to do with digital product design?
Humans only have limited mental capacity and no-one is ever operating at 100%. We are all influenced by the world around us and by how our minds work. As designers we need to be able to understand this and design for it.
The power of 100 is a powerful way to understand the modern world we are designing for. How your website or app will be used in real life and to design for how people live their lives today. Combining psychology theory and the latest in UX techniques, the power of 100 is a modern design framework that matches the modern complex world we and our users live in.
2. I’m @mrjoe
but you can
call me Joe
Have you ever?
Bought a raspberry pi?
Are you on the giffgaff phone
network?
Booked a hotel with Marrio?מּ
Bought a uk train ticket
Bought something on eBay?
You’ve used something I’ve
help design.
10. @mrjoe
About half of all
smartphone and tablet
owners use these devices
while watching TV
http://www.fastcodesign.com/1672845/report-how-people-really-use-tablets-while-watching-tv
12. @mrjoe
Extraneous factors in judicial decisions
Time of the day
http://www.pnas.org/content/108/17/6889.full
Proportionof
favourabledecisions
A study made to
see how judges
performed before
and aﬞer meals.
18. #p4d @mrjoe @mrjoe
18
6 vs 30
A study with jam. On
alternate Saturdays 6 or
30 jams were sold. On
which did they sell more?
Yes, when there were 6 to
choose from
They also conducted a
survey. Would you prefer
to choose from 6 or 30
types of jam?
Preמּy much unanimously
people said 30.
That’s why surveys
aren’t an indicator
of behaviour
25. @mrjoe
My car insurance is through
Money Saving Market I think,
or Sheila’s Wheels, or
something, it had the opera
guy.
The brand being
meaningless.
29. @mrjoe
Total cognitive capacity (or
thinking energy) is 100
An example.
This is someone is feeling
great, not distracted, tired,
offered a huge choice etc
This is the power of 100.
31. @mrjoe
Perfect cognitive capacity available 100
1. Is the TV on in the
background?
Yes, take 20
2. Is it before a mealtime? Yes, take 10
32. @mrjoe
Perfect cognitive capacity available 100
1. Is the TV on in the
background?
Yes, take 20
2. Is it before a mealtime? Yes, take 10
3. Does the user have
notifications turned on on
their phone?
Yes, take 5
33. @mrjoe
Perfect cognitive capacity available 100
1. Is the TV on in the
background?
Yes, take 20
2. Is it before a mealtime? Yes, take 10
3. Does the user have
notifications turned on on
their phone?
Yes, take 5
4. How many choices are
they offered on arrival?
Five choices
Take 5 per choice is 25
34. @mrjoe
Perfect cognitive capacity available 100
1. Is the TV on in the
background?
Yes, take 20
2. Is it before a mealtime? Yes, take 10
3. Does the user have
notifications turned on on
their phone?
Yes, take 5
4. How many choices are
they offered on arrival?
Five choices
Take 5 per choice is 25
Total cognitive load is 60
63. @mrjoe
97% OF ALL PEOPLE
WANT THE SEARCH
BOX BACK ON THE
LEFT SIDE. SO
WHEN WILL THIS
FINALLY BE FIXED ?
--Georg Scholz
http://en.wikipedia.org/wiki/Wikipedia:User_experience_feedback/
search_box#97.25_OF_ALL_PEOPLE_WANT_THE_SEARCH_BOX_BACK_ON_THE_LEFT_SIDE._SO_WHEN_WILL_THIS_FINALLY_BE_FIXED_.3F
SEARCH BOX ON THE LEFT PLEASE!!!!!!!!
SEARCH BOX ON THE LEFT PLEASE!!!!!!!!
SEARCH BOX ON THE LEFT PLEASE!!!!!!!!
SEARCH BOX ON THE LEFT PLEASE!!!!!!!!
SEARCH BOX ON THE LEFT PLEASE!!!!!!!!
SEARCH BOX ON THE LEFT PLEASE!!!!!!!!
SEARCH BOX ON THE LEFT PLEASE!!!!!!!!
SEARCH BOX ON THE LEFT PLEASE!!!!!!!!
SEARCH BOX ON THE LEFT PLEASE!!!!!!!!
SEARCH BOX ON THE LEFT PLEASE!!!!!!!!
SEARCH BOX ON THE LEFT PLEASE!!!!!!!!
SEARCH BOX ON THE LEFT PLEASE!!!!!!!!
—Preceding unsigned comment added by 192.88.212.43 (talk)
13:54, 19 May 2010 (UTC)
They hated it!
64. @mrjoe
So when you are
tired, distracted
or consfused.
You can’t use
new or novel
interactions. You
go back to the
stuff you know.
why the
hamburger
menu will never
work, even if
users get used
to it.
66. @mrjoe
Why do French waiters
treat British and
American customers
differently to French
ones? When do they
ask them to pay?
A cafe in Paris
What are the steps you
go through to order a
coffee here?
1. Ask to be seated
2. Order
3. Get coffee
4. Ask for bill
5. Pay
Americans would leave
without paying…
67. @mrjoe
Because Starbuck
taught them how to
order coffee.
What’s the mental
model here?
1. Stand in line
2. Order
3. Pay
4. Get drink
Their mental model
tells them to pay before
they get the drink. In
the Parisian cafe their
brain assumes they
have paid
69. @mrjoe
There are design
axioms that tells us
which model to use
The menus tell you to
wait to be seated
The waiter tells you it’s
table service.
Counter hidden right at
the back of the cafe.
73. @mrjoe
What
• Beach
• City
• Ski
• Spa
When
• A weekend in July
• Thu / Fri to Sun / Mon
• School holidays
Where
• Drive, fly or train
• 3 hours away
74. @mrjoe
What
• Beach
• City
• Ski
• Spa
When
• A weekend in July
• Thu / Fri to Sun / Mon
• School holidays
Where
• Drive, fly or train
• 3 hours away
July
75. @mrjoe
What
• Beach
• City
• Ski
• Spa
When
• A weekend in July
• Thu / Fri to Sun / Mon
• School holidays
Where
• Drive, fly or train
• 3 hours away
June
M T W T F S S
M T W T F S S
T W T F S S
M T W
76. @mrjoe
What
• Beach
• City
• Ski
• Spa
When
• A weekend in July
• Thu / Fri to Sun / Mon
• School holidays
Where
• Drive, fly or train
• 3 hours away
July
77. @mrjoe
What
• Beach
• City
• Ski
• Spa
When
• A weekend in July
• Thu / Fri to Sun / Mon
• School holidays
Where
• Drive, fly or train
• 3 hours away
78. @mrjoe
What
• Beach
• City
• Ski
• Spa
When
• A weekend in July
• Thu / Fri to Sun / Mon
• School holidays
Where
• Drive, fly or train
• 3 hours away
3
79. @mrjoe
What
• Beach
• City
• Ski
• Spa
When
• A weekend in June
• Thu / Fri to Sun / Mon
• School holidays
Where
• Drive, fly or train
• 3 hours away
July
M T W T F S S
M T W T F S S
T W T F S S
M T W
3
80. @mrjoe
Let’s go to the Beach, drive,
max three hours, on the first
or second week in July
And we apply that to…
81. @mrjoe
Let’s go to the Beach, fly, max three hours away on
the first or second week in July
This sucks!