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Design for How People Think

Book Description

User experience doesn’t happen on a screen; it happens in the mind, and the experience is multidimensional and multisensory. This practical book will help you uncover critical insights about how your customers think so you can create products or services with an exceptional experience.

Corporate leaders, marketers, product owners, and designers will learn how cognitive processes from different brain regions form what we perceive as a singular experience. Author John Whalen shows you how anyone on your team can conduct "contextual interviews" to unlock insights. You’ll then learn how to apply that knowledge to design brilliant experiences for your customers.

  • Learn about the "six minds" of user experience and how each contributes to the perception of a singular experience
  • Find out how your team—without any specialized training in psychology—can uncover critical insights about your customers’ conscious and unconscious processes
  • Learn how to immediately apply what you’ve learned to improve your products and services
  • Explore practical examples of how the Fortune 100 used this system to build highly successful experiences

Table of Contents

  1. [ Preface ]
  2. Part I Rethinking “the” Experience
    1. Chapter 1 The Six Minds of Experience
      1. Vision, Attention, and Automaticity
      2. Wayfinding
      3. Language
      4. Memory
      5. Decision Making
      6. Emotion
      7. The Six Minds
      8. Activity
    2. Chapter 2 In the Blink of an Eye: Vision, Attention, and Automaticity
      1. From Representations to Experiences
      2. Unconscious Behaviors: Caught You Looking
      3. Visual Popout
      4. Oops, You Missed That!
      5. Our Visual System Creates Clarity When There Is None
      6. Ceci N’est Pas une Pipe: Learning What Someone Understands Something to Be, Not What Might Actually Be There
      7. Further Reading
    3. Chapter 3 Wayfinding: Where Am I
      1. The Ant in the Desert: Computing Euclidean Space
      2. Locating Yourself in Physical and Virtual Space
      3. Where Can I Go? How Will I Get There?
      4. Testing Interfaces to Reveal Metaphors for Interaction
      5. Thinking to the Future: Is There a “Where” in a Voice Interface?
      6. Further Reading
    4. Chapter 4 Memory/Semantics
      1. Abstracting Away the Detail
      2. Stereotypes of Services
      3. The Value of Understanding Mental Models
      4. Acknowledging the Diversity of Types of Mental Models
      5. Riddle Answer Key!
      6. Further Reading
    5. Chapter 5 Language: I Told You So
      1. Wait, Didn’t We Just Cover This?
      2. The Language of the Mind
      3. “What We’ve Got Here Is Failure to Communicate”
      4. Revealing Words
      5. I’m Listening
    6. Chapter 6 Decision Making and Problem Solving: Enter Consciousness, Stage Left
      1. What Is My Problem (Definition)?
      2. How Might Problems Be Framed Differently?
      3. Finding the Yellow Brick Road to Problem Resolution
      4. When You Get Stuck En Route: Subgoals
      5. Further Reading
    7. Chapter 7 Emotion: Logical Decision Making Meets Its Match
      1. Too Much Information Jamming Up My Brain! Too Much Information Driving Me Insane!
      2. Spock, I Am Not
      3. Competing for Conscious Attention
      4. Getting to Deep Desires, Goals, and Fears
      5. Further Reading
  3. Part II Exposing Secrets
    1. Chapter 8 User Research: Contextual Interviews
      1. Why Choose a Contextual Interview?
      2. Empathy Research: Understanding What the User Really Needs
      3. Recommended Approach for Contextual Interviews and Their Analysis
      4. Common Questions
      5. From Data to Insights
      6. Exercise
      7. Concrete Recommendations
      8. Further Reading
    2. Chapter 9 Vision: Are You Looking at Me
      1. Where Are Their Eyes? Eye-Tracking Can Tell You Some Things, But Not Everything
      2. Quick, Get a Heat Map…
      3. Go with the Flow
      4. Real-World Examples
      5. Concrete Recommendations
    3. Chapter 10 Language: Did They Just Say That
      1. Recording Interviews
      2. Prepping Raw Data: But, But, But…
      3. Reading Between the Lines: Sophistication
      4. Real-World Examples
      5. Concrete Recommendations
    4. Chapter 11 Wayfinding: How Do You Get There
      1. Where Do Users Think They Are?
      2. How Do They Think They Can Get from Place A to Place B?
      3. What Are Those Expectations Based On?
      4. Real-World Examples
      5. Case Study: Distracted Movie-Watching
      6. Concrete Recommendations
    5. Chapter 12 Memory: Expectations and Filling in Gaps
      1. Meanings in the Mind
      2. Putting It All Together
      3. Real-World Examples
      4. What You Might Discover
      5. Concrete Recommendations
    6. Chapter 13 Decision Making: Following the Breadcrumbs
      1. What Am I Doing? Goals and Journeys
      2. Gimme Some of That! Just-in-Time Needs
      3. Chart Me a Course: The Decision-Making Journey
      4. Real-World Examples
      5. Concrete Recommendations
    7. Chapter 14 Emotion: The Unspoken Reality
      1. Live a Little (Finding Reality, Essence)
      2. Analyzing Dreams (Goals, Life Stages, Fears)
      3. Getting the Zeitgeist (Person versus Persona-Specific)
      4. A Crime of Passion (In the Moment)
      5. Real-World Examples
      6. Concrete Recommendations
  4. Part III Putting the Six Minds to Work in Your Designs
    1. Chapter 15 Sense-Making
      1. Affinities and Psychographic Profiles
      2. Language
      3. Emotion
      4. Wayfinding
      5. Finding the Dimensions
      6. Challenging Internal Assumptions
      7. Ending an Outdated Practice: See/Feel/Say/Do
      8. Concrete Recommendations
    2. Chapter 16 Putting the Six Minds to Work: Appeal, Enhance, Awaken
      1. Appeal: What People Say They Want
      2. Enhance: What People Need
      3. Awaken: Realizing Loftier Goals
      4. Concrete Recommendations
    3. Chapter 17 Succeed Fast, Succeed Often
      1. Divergent Thinking, Then Convergent Thinking
      2. First Diamond: Discover and Define (“Designing the Right Thing”)
      3. Second Diamond: Develop and Deliver (“Designing Things Right”)
      4. Learning While Making: Design Thinking
      5. Don’t Mind the Man Behind the Curtain: Prototype and Test
      6. Test with Competitors/Comparables
      7. Concrete Recommendations
      8. Further Reading
    4. Chapter 18 Now See What You’ve Done
      1. Empathy on Multiple Levels
      2. Evidence-Driven Decision Making
      3. Experience Over Time
      4. Multiple Vantage Points
      5. Concrete Recommendations
    5. Chapter 19 How to Make a Better Human
      1. Symbolic AI and the AI Winter
      2. Artificial Neural Networks and Statistical Learning
      3. I Didn’t Say That, Siri!
      4. The Six Minds and AI
      5. I Get By with a Little Help from My (AI) Friends
      6. Concrete Recommendations
  5. Appendix. Recommended Reading
  6. [ Index ]