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Webdagene , Oslo, October 2014 Joe Leech @mrjoe 
Psychology and the 
perfect design
Hello, I’m @mrjoe 
but you can call me 
Joe. 
I’ve been doing UX for 10 years 
I work for cxpartners a UX agency and I work with people like Disney, Marriott 
& theTrainline. 
I studied Neuroscience, which was really hard.MSc Human Communication 
and computing, more on that later.
£5.3 
billion goes through the stuff I designed every year. 
(scary).
PsychologyForDesigners.com
I want to talk about the perfect 
design. 
Here is what you get if you type 
perfect design into Google image 
search. 
Not what I’d call the perfect design 
‘perfect design’
#p4d @mrjoe 
Today I’m going to talk to you about 
the brain. 
Specifically three parts of it and how 
if we talk to each we can create the 
perfect design.
anybody recognise this city? I want to 
tell you a story about Buenos Aires. I 
have been twice.
This is the machine. it ate my card.
The second time it happened. I also 
took a photo. What I didn’t realise 
until I was putting this talk together. 
It’s same damn ATM! 
I thought, how can I use psychology 
to understand why this happened 
and to stop it happening again.
Get 
Cash 
Enter 
Card 
Remove 
Card 
Enter 
PIN 
Select 
amount 
This is order of steps for an ATM in the 
UK.
Get 
Cash 
This is the thing we start with in our head. One this 
is done the task is over.
Psychology and the Perfect Design by @mrjoe
Get 
Cash 
Enter 
Card 
Remove 
Card 
Enter 
PIN 
Select 
amount 
Here’s the flow for an ATM in Argentina.
Get 
Cash 
Enter 
Card 
Remove 
Card 
Enter 
PIN 
Select 
amount 
Enter 
Card 
Remove 
Card 
Get 
Cash 
Enter 
PIN 
Select 
amount 
Compared to a UK one, see the problem. The Goal State is reached before 
the end of the process. Therefore my brain tells me that we have reached 
the end, I can leave now, and I do but without my card.
We build 
Mental Models 
of how the world 
works and apply them 
to new situations
Enter 
Card 
Remove 
Card 
Get 
Cash 
Enter 
PIN 
Select 
amount 
Enter 
Card 
Remove 
Card 
Get 
Cash 
Enter 
PIN 
Select 
amount 
Enter 
Card 
Remove 
Card 
Get 
Cash 
Enter 
PIN 
Select 
amount 
Enter 
Card 
Remove 
Card 
Get 
Cash 
Enter 
PIN 
Select 
amount 
ATMS work differently across the world. But notice the commonality. The 
Goal State is at the end of the process. Meaning bad errors are avoided, it 
does make the the process different and we can’t use the ATM on autopilot
Cruising. 
So how does this relate to digital design I hear you ask. We don’t design 
ATMs.
I worked for Saga holiday, vacations for the over 60s. In this case ocean 
cruising.
This was the online flow SAGA had before we started.
We did some research and watched how these people would book a cruise 
holiday. (and yes that is a wig, but not the actual people we spoke to)
We spent a few days listening to calls and customer service issues.
We spent time trying understand the order of steps, and information 
needed at each each step to reach the Goal State
Remember that line at the top, how the website worked. Well after the 
research we talked to SAGA about how it did work, and…
This was how people were using the current website. Jumping backwards 
and forwards, and almost always having to pick up the phone to ask a 
question, the result, very few online bookings. Web analytics might spot 
this..
The next bit was the easy bit. We took what we new and showed each step 
and the information required to move to the next step. Easy if you have 
done the research, if you have the data. Web analytics will never give you 
this.
#p4d @mrjoe 
Thinking 
(cognition) 
This is the part of the brain we use when we think. 
The Cerebral cortex. Used for thinking, learning, processing
There is no 
expedient to 
which a man 
will not go to 
avoid the labor 
of thinking. 
Thomas Edison 
#p4d @mrjoe 
27 
Or people are fundamentally lazy.
#p4d @mrjoe 
the brain 
uses 20% 
of total 
energy
£43,654 
transaction the largest transaction through something I’ve designed 
(scary). 
The result…
The perfect design 
1. Match the mental 
model.
This paper, from 2000. ATM experiment. 
The same interaction, two scenarios. One plain green text on black screen. 
One with a layer of design. The designed version was perceived as being 
easier to use.
This is beautiful one believe it or not (it’s in Hebrew)
Another project I’ve worked on for Ritz Carlton. What an image.
beauty 
evokes 
emotion
Watch the sun setting beyond 
the Indian Ocean from the 
comfort of your own roof top 
balcony
words 
evoke 
emotion
#p4d @mrjoe 
Thinking 
(cognition) 
Emotion 
This is the amygdala part of the Limbic System, it controls Emotion 
It has deeper more profound effect on us. It’s connections and hormones 
permeate throughout the brain, having an effect on everything we are 
doing. 
Emotion effects everything we do, both positive and negative.
The perfect design 
1. Match the mental 
model 
2. Evoke emotion
#p4d @mrjoe 
Thinking 
(cognition) 
Emotion 
Instinct 
Instinct: 
The Hypothalamus & 
Brain stem. 
They control: Breathing, 
eating, sleeping, heart 
rate, sexual arousal = 
Instinct, we are 
unaware of it
Let me tell you a story, 
recognise this movie? 
I was good at 
computers, kids at 
school, the Johnson 
Gang, asked me to help 
them hack ATMs. 
Needless to say, I was 
useless at it. 
#p4d @mrjoe
http://i.dailymail.co.uk/i/pix/2012/05/17/ 
article-2145759-1321F42E000005DC-318_634x5 
31.jpg 
#p4d @mrjoe 
Here’s what happened. 
They couldn’t hack the 
ATM so they just stole it.
#p4d @mrjoe 
Thinking 
(cognition) 
Emotion 
Fusiform 
Gyrus 
Instinct
A study, if you want to 
know how to read an 
academic paper, buy my 
book. 
h#tpt4pd: /@/mwrwjowe .sciencedirect.com/science/article/pii/S0018506X07000116
So what did the paper 
show? 
h#tpt4pd: /@/mwrwjowe .sciencedirect.com/science/article/pii/S0018506X07000116
#p4d @mrjoe 
Men spent more time, and 
had a higher 
probability of, looking 
at female faces.
#p4d @mrjoe 
had more first looks 
towards, spent more 
time, & had a higher 
probability of, 
looking at 
Women 
genitals.
#p4d @mrjoe
#p4d @mrjoe 
Thinking 
(cognition) 
Emotion 
Instinct 
Here’s the thing. Designing for the 
instinctual part of the brain is almost 
impossible. Adding pictures of faces, 
genitals or anything to try to nudge or 
persuade is not going to get you very 
far.
Do steps one and two and you’ll have a great design. As for persuasive 
design, nudging, gamification and other trickery, let me call bullshit on 
that. If you have to use those theories to sell an average product. You’ll be 
better improving the product that trying to trick. 
You might get tiny incremental improvements but it won’t get you a perfect 
design. 
The perfect design 
1. Match the mental model. 
2. Evoke emotion. 
3. Ummm...
Follow @mrjoe 
PsychologyForDesigners.com

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Psychology and the Perfect Design by @mrjoe

  • 1. Webdagene , Oslo, October 2014 Joe Leech @mrjoe Psychology and the perfect design
  • 2. Hello, I’m @mrjoe but you can call me Joe. I’ve been doing UX for 10 years I work for cxpartners a UX agency and I work with people like Disney, Marriott & theTrainline. I studied Neuroscience, which was really hard.MSc Human Communication and computing, more on that later.
  • 3. £5.3 billion goes through the stuff I designed every year. (scary).
  • 5. I want to talk about the perfect design. Here is what you get if you type perfect design into Google image search. Not what I’d call the perfect design ‘perfect design’
  • 6. #p4d @mrjoe Today I’m going to talk to you about the brain. Specifically three parts of it and how if we talk to each we can create the perfect design.
  • 7. anybody recognise this city? I want to tell you a story about Buenos Aires. I have been twice.
  • 8. This is the machine. it ate my card.
  • 9. The second time it happened. I also took a photo. What I didn’t realise until I was putting this talk together. It’s same damn ATM! I thought, how can I use psychology to understand why this happened and to stop it happening again.
  • 10. Get Cash Enter Card Remove Card Enter PIN Select amount This is order of steps for an ATM in the UK.
  • 11. Get Cash This is the thing we start with in our head. One this is done the task is over.
  • 13. Get Cash Enter Card Remove Card Enter PIN Select amount Here’s the flow for an ATM in Argentina.
  • 14. Get Cash Enter Card Remove Card Enter PIN Select amount Enter Card Remove Card Get Cash Enter PIN Select amount Compared to a UK one, see the problem. The Goal State is reached before the end of the process. Therefore my brain tells me that we have reached the end, I can leave now, and I do but without my card.
  • 15. We build Mental Models of how the world works and apply them to new situations
  • 16. Enter Card Remove Card Get Cash Enter PIN Select amount Enter Card Remove Card Get Cash Enter PIN Select amount Enter Card Remove Card Get Cash Enter PIN Select amount Enter Card Remove Card Get Cash Enter PIN Select amount ATMS work differently across the world. But notice the commonality. The Goal State is at the end of the process. Meaning bad errors are avoided, it does make the the process different and we can’t use the ATM on autopilot
  • 17. Cruising. So how does this relate to digital design I hear you ask. We don’t design ATMs.
  • 18. I worked for Saga holiday, vacations for the over 60s. In this case ocean cruising.
  • 19. This was the online flow SAGA had before we started.
  • 20. We did some research and watched how these people would book a cruise holiday. (and yes that is a wig, but not the actual people we spoke to)
  • 21. We spent a few days listening to calls and customer service issues.
  • 22. We spent time trying understand the order of steps, and information needed at each each step to reach the Goal State
  • 23. Remember that line at the top, how the website worked. Well after the research we talked to SAGA about how it did work, and…
  • 24. This was how people were using the current website. Jumping backwards and forwards, and almost always having to pick up the phone to ask a question, the result, very few online bookings. Web analytics might spot this..
  • 25. The next bit was the easy bit. We took what we new and showed each step and the information required to move to the next step. Easy if you have done the research, if you have the data. Web analytics will never give you this.
  • 26. #p4d @mrjoe Thinking (cognition) This is the part of the brain we use when we think. The Cerebral cortex. Used for thinking, learning, processing
  • 27. There is no expedient to which a man will not go to avoid the labor of thinking. Thomas Edison #p4d @mrjoe 27 Or people are fundamentally lazy.
  • 28. #p4d @mrjoe the brain uses 20% of total energy
  • 29. £43,654 transaction the largest transaction through something I’ve designed (scary). The result…
  • 30. The perfect design 1. Match the mental model.
  • 31. This paper, from 2000. ATM experiment. The same interaction, two scenarios. One plain green text on black screen. One with a layer of design. The designed version was perceived as being easier to use.
  • 32. This is beautiful one believe it or not (it’s in Hebrew)
  • 33. Another project I’ve worked on for Ritz Carlton. What an image.
  • 35. Watch the sun setting beyond the Indian Ocean from the comfort of your own roof top balcony
  • 37. #p4d @mrjoe Thinking (cognition) Emotion This is the amygdala part of the Limbic System, it controls Emotion It has deeper more profound effect on us. It’s connections and hormones permeate throughout the brain, having an effect on everything we are doing. Emotion effects everything we do, both positive and negative.
  • 38. The perfect design 1. Match the mental model 2. Evoke emotion
  • 39. #p4d @mrjoe Thinking (cognition) Emotion Instinct Instinct: The Hypothalamus & Brain stem. They control: Breathing, eating, sleeping, heart rate, sexual arousal = Instinct, we are unaware of it
  • 40. Let me tell you a story, recognise this movie? I was good at computers, kids at school, the Johnson Gang, asked me to help them hack ATMs. Needless to say, I was useless at it. #p4d @mrjoe
  • 41. http://i.dailymail.co.uk/i/pix/2012/05/17/ article-2145759-1321F42E000005DC-318_634x5 31.jpg #p4d @mrjoe Here’s what happened. They couldn’t hack the ATM so they just stole it.
  • 42. #p4d @mrjoe Thinking (cognition) Emotion Fusiform Gyrus Instinct
  • 43. A study, if you want to know how to read an academic paper, buy my book. h#tpt4pd: /@/mwrwjowe .sciencedirect.com/science/article/pii/S0018506X07000116
  • 44. So what did the paper show? h#tpt4pd: /@/mwrwjowe .sciencedirect.com/science/article/pii/S0018506X07000116
  • 45. #p4d @mrjoe Men spent more time, and had a higher probability of, looking at female faces.
  • 46. #p4d @mrjoe had more first looks towards, spent more time, & had a higher probability of, looking at Women genitals.
  • 48. #p4d @mrjoe Thinking (cognition) Emotion Instinct Here’s the thing. Designing for the instinctual part of the brain is almost impossible. Adding pictures of faces, genitals or anything to try to nudge or persuade is not going to get you very far.
  • 49. Do steps one and two and you’ll have a great design. As for persuasive design, nudging, gamification and other trickery, let me call bullshit on that. If you have to use those theories to sell an average product. You’ll be better improving the product that trying to trick. You might get tiny incremental improvements but it won’t get you a perfect design. The perfect design 1. Match the mental model. 2. Evoke emotion. 3. Ummm...