How can we use research and knowledge about the brain, the visual system, memory and Emotion to design more effective products, services and systems? In this presentation i explain how we can synthesize two different disciplinary to reach to more effectiveness in developing services, products and systems.

1. CognitiveSciencePerspectiveon
User eXperience
1
Presented by: Hamed Abdi

2. ignore
—Frank Chimero (Design Director)
2

3. logical
think act
—Paul Boag (UX Consultant & Expert)
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4. Foundations of WorkShop
• Context Strategy
• Research Method
• User Interface (UI)
• User Experience (UX)
• Interaction Design (Ixd)
• Accessibility & Usability
• Customer Journey Mapping
• Natural User Interface (NUI)
• Information Architecture (IA)
• User Centered Design (UCD)
• Brain-Computer Interface (BCI)
• Search Engine Optimization (SEO)
• Human-Computer Interaction (HCI)
4

5. UX
5
User Experience Design Process

6. UI
6
Google Newsstand

7. UI
7
Filter Menu

8. UI
8
City intro

9. UI
9
Weather App

10. UI
10
Menu

11. AntiDesign
11

12. Brutalism
12
Craigslist
• Users: 60 Million users
• Monthly Pageviews: 50 Billion
• Monthly Ads posted: 80 Million ads
• Revenue (2016): $690 Million
• Estimated value: $3 Billion

13. IxD
13
The Social Swipe

14. CS
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Context Strategy
• Personal
• Environmental
• Social & Cultural
• Technological
• Temporal
• Business

15. CJM
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Customer Journey Map
Customer journey maps combine two powerful instruments (storytelling and visualization) in order to help
teams understand and address customer needs.
Goals of customer journey maps:
• Creating empathy
• Driving conversation and engagement
• Building consensus
• Revealing opportunities

16. Maps
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UX Mapping
• Empathy mapping
• Customer journey mapping
• Experience mapping
• Service blueprinting

17. CJM
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Customer Journey Map
The framework:
1. Persona
2. Scenario
3. Phases of the journey
4. Actions
5. Thoughts
6. Emotional experience
7. Opportunities
8. Internal ownership

18. IA
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Information Architecture
Five components of information architecture:
• Structure types: Hierarchy, linear, and web
• Organization schemes: Topic, task, format, audience, alphabet, time, geographical, attributes, tags,
and popularity
• Label names: Being specific vs. concise
• Search: Designing search for content to be found
• Logic: Taxonomy and metadata, when and why they're needed

19. IA
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Information Architecture
Designing information architecture:
• Mental models and scenarios
• Domain modeling and task flow sketching
• Card sorting method
Evaluating information architecture:
• Identifying issues and potential solutions
• Measuring baseline performance
• Testing structure, schemes, and labels

20. IA
20
Information Architecture

21. vs.
vs.
vs.
Research
Methods

22. Qualitative
Quantitative
Research
Methods

23. Research
Methods
• Qual data offer a direct assessment of the usability of a system: researchers will observe
participants struggle with specific UI elements and infer which aspects of the design are
problematic and which work well.
• Quant data offer an indirect assessment of the usability of a design. They can be based on
users’ performance on a given task (e.g., task-completion times, success rates, number of
errors) or can reflect participants’ perception of usability (e.g., satisfaction ratings).

24. Research
Method
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Qualitative Research Quantitative Research
Questions answered Why? How many and how much?
Goals
Both formative and summative:
• inform design decisions
• identify usability issues and find solutions
for them
Mostly summative:
• evaluate the usability of an existing site
• track usability over time
• compare site with competitors
• compute ROI
When it is used
Anytime: during redesign, or when you
have a final working product
When you have a working product (either at
the beginning or end of a design cycle)
Outcome
Findings based on the researcher’s
impressions, interpretations, and prior
knowledge
Statistically meaningful results that are likely
to be replicated in a different study
Methodology
• Few participants
• Flexible study conditions that can be
adjusted according to the team’s needs
• Many participants
• Well-defined, strictly controlled study
conditions

25. Quantifying User Research
Research
Method
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UsabilityTesting
•Sample Sizes
•Representativeness
and Randomness
•Data Collection
•Completion Rates
•Usability Problems
•Task Time
•Errors
•Satisfaction Ratings
•Combined Scores
A/BTesting
•Clicks, Page Views,
and Conversion
Rates
SurveyData
•Rating Scales
•Net Promoter
Scores
•Comments and
Open-ended Data
RequirementsGathering
•UI Behavior Matrix

26. Research
Method
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27. Research
Method
27
Project Stages
Discover
Fieldstudy
Diarystudy
Userinterview
Stakeholderinterview
Requirements&constraintsgathering Explore
Competitiveanalysis
Designreview
Personabuilding
Taskanalysis
Journeymapping
Prototypefeedback&testing(clickable
orpaperprototypes)
Writeuserstories
Cardsorting
Test
Qualitativeusabilitytesting(in-person
orremote)
Benchmarktesting
Accessibilityevaluation
Listen
Survey
Analyticsreview
Search-loganalysis
Usability-bugreview
Frequently-asked-questions(FAQ)
review

28. Research
Method
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29. Most Common UX Methods
1. Usability-Lab Studies: participants are brought into a lab, one-on-one with a researcher, and given
a set of scenarios that lead to tasks and usage of specific interest within a product or service.
2. Ethnographic Field Studies: researchers meet with and study participants in their natural
environment, where they would most likely encounter the product or service in question.
3. Participatory Design: participants are given design elements or creative materials in order to
construct their ideal experience in a concrete way that expresses what matters to them most and why.
4. Focus Groups: groups of 3–12 participants are lead through a discussion about a set of topics, giving
verbal and written feedback through discussion and exercises.
5. Interviews: a researcher meets with participants one-on-one to discuss in depth what the participant
thinks about the topic in question.
Research
Method
29

30. Most Common UX Methods
6. Eyetracking: an eyetracking device is configured to precisely measure where participants look as
they perform tasks or interact naturally with websites, applications, physical products, or environments.
7. Usability Benchmarking: tightly scripted usability studies are performed with several participants,
using precise and predetermined measures of performance.
8. Moderated Remote Usability Studies: usability studies conducted remotely with the use of tools
such as screen-sharing software and remote control capabilities.
9. Unmoderated Remote Panel Studies: a panel of trained participants who have video recording
and data collection software installed on their own personal devices uses a website or product while
thinking aloud, having their experience recorded for immediate playback and analysis by the researcher
or company.
Research
Method
30

31. Most Common UX Methods
10. Concept Testing: a researcher shares an approximation of a product or service that captures the key
essence (the value proposition) of a new concept or product in order to determine if it meets the needs
of the target audience; it can be done one-on-one or with larger numbers of participants, and either in
person or online.
11. Diary/Camera Studies: participants are given a mechanism (diary or camera) to record and describe
aspects of their lives that are relevant to a product or service, or simply core to the target audience;
diary studies are typically longitudinal and can only be done for data that is easily recorded by
participants.
12. Customer Feedback: open-ended and/or close-ended information provided by a self-selected
sample of users, often through a feedback link, button, form, or email.
13. Desirability Studies: participants are offered different visual-design alternatives and are expected to
associate each alternative with a set of attributes selected from a closed list; these studies can be both
qualitative and quantitative.
Research
Method
31

32. Most Common UX Methods
14. Card Sorting: a quantitative or qualitative method that asks users to organize items into groups and
assign categories to each group. This method helps create or refine the information architecture of a
site by exposing users’ mental models.
15. Clickstream Analysis: analyzing the record of screens or pages that users clicks on and sees, as
they use a site or software product; it requires the site to be instrumented properly or the application to
have telemetry data collection enabled.
16. A/B Testing (also known as “multivariate testing,” “live testing,” or “bucket testing”): a
method of scientifically testing different designs on a site by randomly assigning groups of users to
interact with each of the different designs and measuring the effect of these assignments on user
behavior.
17. Email Surveys: a survey in which participants are recruited from an email message.
Research
Method
32

33. Most Common UX Methods
18. Unmoderated UX Studies: a quantitative or qualitative and automated method that uses a
specialized research tool to captures participant behaviors (through software installed on participant
computers/browsers) and attitudes (through embedded survey questions), usually by giving participants
goals or scenarios to accomplish with a site or prototype.
19. True-Intent Studies: a method that asks random site visitors what their goal or intention is upon
entering the site, measures their subsequent behavior, and asks whether they were successful in
achieving their goal upon exiting the site.
20. Intercept Surveys: a survey that is triggered during the use of a site or application.
Research
Method
33

34. Research
Method
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35. Research
Methods
The primary measures of standardized questionnaire quality are reliability (consistency of
measurement) and validity (measurement of the intended attribute)

36. Standardized Usability Questionnaires
Research
Method
36
Poststudy
Questionnaires
• QUIS
• SUMI
• PSSUQ
• SUS
Post-Task
Questionnaires
• ASQ
• SEQ
• SMEQ
• ER
• UME
Questionnaires for
Assessing Perceived
Usability of Websites
• WAMMI
• SUPR-Q
• UPWQ
• ISQ
• CBP
• WIS
Other Questionnaires
of Interest
• CSUQ
• USE
• UMUX
• HQ
• ACSI
• NPS
• CxPi
• TAM

37. Research
Method
37

38. ethical
UXPA (User Experience Professionals Association) Ethical Principles:
• Act in the best interest of everyone
• Be honest with everyone
• Do no harm and if possible provide benefits
• Act with integrity
• Avoid conflicts of interest
• Respect privacy, confidentiality, and anonymity
• Provide all resultant data
https://uxpa.org/resources/uxpa-code-professional-conduct
FACT

39. Measuring Tools

40. accurate worth
expert
—Grace Hopper (Computer Scientist)
40

41. UX Tools
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UX Tools For UX Designers
A/BorSplitTesting
AccessibilityTesting
DesignPrototyping
EvaluatingDesign
EvaluatingInformation
Architecture
Heatmaps,Mouse-trackingor
SyntheticEye-tracking
MobileAppTestingTools
ProcessAids
RemoteResearch
ResearchNotetaking
ScreenCapture
Sketching&VisualThinking
SurveyingUsers
UsabilityTesting
WebAnalytics
Wireframing&Diagramming

42. UX Tools
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43. UX Tools
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44. UX Tools
44
Eye tracking is the process of measuring either the point of gaze
(where one is looking) or the motion of an eye relative to the
head.
The most commonly visualizations methods are:
• Animated representations of a point on the interface
• Static representations of the saccade path
• Heat maps
• Blind zones maps, or focus maps

45. UX Tools
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46. UX Tools
46

47. UX Tools
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Engagement
• Number of Fixation
• Total dwell time
• Percentage of time on an area
Processing
• Fixation
• Duration
Findability
• Time to first fixation
• Number of fixations
• Prior to first fixation
Processing Order
• Gaze path
Comprehension
• Repeat fixations
Workload/Excitement
• Pupil dilation

48. UX Tools
48

49. UX Tools
49

50. UX Tools
50

51. UX Tools
51

52. UX Tools
52

53. UX Tools
53

54. UX Tools
54

55. “
55
“Design is not just what it
looks like and feels like.
Design is how it works.”

56. Cognitive Science
56

57. simple
simple
—Marvin Minsky (Cognitive Scientist)
57

58. use
brain visual system memory Emotion
Question

59. Imaging
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Types of NeuroImaging

60. Neuron
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Structure of Neuron

61. Brain
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HindBrain (Reptilian):
• Common to all animals
• Basic function (heart rate, breathing, body
temperature)
MidBrain (Mammalian):
• Limbic system
• Emotional functions (fear, happy, sad, …)
• Risk and reward
ForeBrain (Neocortex):
• Higher cognitive function
• Problem solving
• Social cognition
• Language and abstract thought

62. Brain
Structure
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63. 63
Brain
Structure

64. Cortex
64
Homunculus

65. Senses
65

66. Eye
66
Rods & Cones

67. Rods &
Cones
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Some fact

68. Vision
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Visual Perception
Visual perception is the end product of vision” It can
be described as the way the brain interprets what
the eyes see.
Perceptual Processing Categories:
• Visual Discrimination: ability to be aware of the
distinctive features of forms including shape,
orientation, size, and color.
• Visual Figure Ground: ability to distinguish an
object from irrelevant background information.
• Visual Closure: ability to recognize a complete
feature from fragmented information.

69. Vision
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Two visual systems

70. Vision
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Visual perception Process
• Bottom-up:
• Low level features
• Patterns
• Objects
• Top-down:
• Task or goal Oriented
• Holistic

71. Gestalt
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72. Gestalt
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73. Gestalt
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Gestalt laws
• Law of Proximity
• Law of Similarity
• Law of Figure and Ground
• Law of Continuity
• Law of Closure
• Law of Simplicity

74. Gestalt
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Law of Proximity
Elements that are placed close to each other will often be perceived as one group.

75. Gestalt
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Law of Similarity
Objects that look alike, with similar components or attributes, are more likely to be organized together.

76. Gestalt
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Law of Continuity
Objects will be grouped as a whole if they are co-linear, or follow a direction

77. Gestalt
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Law of Figure and Ground
Viewers will perceive an object (figure) and a surface (ground) even in shapes are grouped together.

78. Gestalt
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Law of Closure
In perception there is the tendency to complete unfinished objects. We tend to ignore gaps and complete
contour lines.

79. Gestalt
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Law of Pragnanz or Simplicity
Figures are seen as their simple elements instead of complicated shapes.

80. Vision
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Visual Attention

81. Illusions
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82. Illusions
82

83. Functional
83

84. Memory
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85. Emotion
85

87. laziness predict
minimal effort do lots of things
—Greg Madison (VR designer at Google Labs)
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88. Social
Device
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Designing experiences for nearby device ecosystems

89. Data
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Exploring what data means for the people living

90. Memory
Dialogue
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Exploring artefact-based memory sharing

91. Medical
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Touchless Interaction in Medical Settings

92. Display
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Seamlessly integrated displays shaped around us

93. Display
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94. NUX/NUI
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Voice Interaction

95. NUX/NUI
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96. GUX/GUI
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Motion sensing and gesture
recognition as part of NUX/NUI
interactions introduce new
approaches to interactive user
experience in the areas that
require audience attraction and
involvement, such as education,
entertainment, public relations,
and marketing.
Presentations, training sessions,
and promotional events can
become highly interactive and
engaging with NUX/NUI applied.

97. Wearable
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98. IoT
98

99. VR/AR
99

100. Cyborg
100

101. predict create
—Abraham Lincoln (Cognitive Scientist)
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102. Thank you for Attention!