Design for How People Think: Using Brain Science to Build Better Products 1st Edition
Pdf Book Name: Design for How People Think: Using Brain Science to Build Better Products 1st Edition
Author: John Whalen
Publisher: O’Reilly Media
ISBN-10, 13: 1491985453,9781491985458
Pages: 240 / 238 Pages
File size: 16 MB
File format: PDF,EPUB
Design for How People Think: Using Brain Science to Build Better Products 1st Edition Pdf Book Description:
It’s pretty common for people to ask, “What do you do?” When I tell someone I’m a psychologist, they think they know what I do, but when I tell them I’m a cognitive scientist they know they don’t know what I do . Generally, cognitive science is the study of cognition–thinking–and all the mental processes that go into recognizing objects, using a language, reasoning, and problem solving . I believe you will discover a new and valuable reframing of what an experience is (and how to design one) . While we all experience consciousness, there are a myriad of cognitive processes that are highly automated and subconscious . For example, how is it that you just know a chair is a chair? Your visual system identifies figure from ground, composes three dimensions from a two-dimensional image on the back of your eye, and eventually relates that image to other ones you’ve stored in memory and relates that concept to a linguistic element (“chair”) . If there are that many steps in recognizing a chair–each with their own specialized processing systems–we should consider the processes that compose an experience . In Part I of this book, I propose while an event might be “an experience” to us consciously, it is actually a symphony of many different cognitive processes in the brain . By looking at each one in turn, we can identify the components of “an experience,” and what we need to build to generate a new one .
There are almost certainly hundreds of distinct processes, but in the next few chapters I distill this down to six cognitive processes that are the most relevant to product and service design: Vision/Attention, Wayfinding, Memory, Language, Decision Making, and Emotion . Let’s take a quick trip into your customer’s conscious and subconscious thoughts now! Surely it is the case that there are hundreds of cognitive processes happening every second in your brain But to simplify to a level that might be more relevant to product and service design, I propose that we limit ourselves to a subset that we can realistically measure and influence . What are these processes and what are their functions? Let’s use a concrete example to explain them . Consider the act of purchasing a chair suitable for your mid-century modern house . Perhaps you might be interested in a classic design from that period, like the Eames chair and ottoman shown in Figure 1-1 . You are seeking to buy this online and browsing an ecommerce site. As you first land on the furniture website to look for chairs, your attention and eyes might be drawn to the pictures to make sure you are on the right site . You might choose to look for the search option to type in “Eames chair .” You might also scan the page for words such as “furniture,” or for the word “chair,” from which you might look for the appropriate category of chair . If you don’t find “chair,” you might look for other words that might represent a category that includes chairs . Let’s suppose on scanning the options shown in Figure 1-2, you pick the “Living” option.
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