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LANGUAGE ARTS FOR THE LIZARD BRAIN
INFORMATION ARCHITECTURE SUMMIT VANCOUVER, BC | 24 MARCH, 2017
#LIZARDBRAIN ANDY FITZGERALD | @ANDYBYWIRE
#LIZARDBRAIN ANDY FITZGERALD | @ANDYBYWIRE
TEN SECONDS
“The first 10 seconds of the page visit are critical for users' decision to stay or leave.”
– Jakob Nielsen
#LIZARDBRAIN ANDY FITZGERALD | @ANDYBYWIRE
LIZARD BRAIN
‣ Two systems for making meaning
‣ Words as activation patterns
‣ Cognitive frames for understanding
‣ Putting it all together
‣ System 1
‣ System 2
#LIZARDBRAIN ANDY FITZGERALD | @ANDYBYWIRE
TWO SYSTEMS
Operates automatically and quickly with little or no effort and no voluntary control
Allocates attention and effort and is
associated with agency, choice, and
concentration
‣ System 1
‣ System 2
#LIZARDBRAIN ANDY FITZGERALD | @ANDYBYWIRE
TWO SYSTEMS
17 X 24 =
a math problem
probably neither 124 nor 16,548
17 x 24 = 408
#LIZARDBRAIN ANDY FITZGERALD | @ANDYBYWIRE
TWO SYSTEMS
– Daniel Kahneman
“If System 1 is involved, the conclusion
comes first and the arguments follow”
#LIZARDBRAIN ANDY FITZGERALD | @ANDYBYWIRE
TWO SYSTEMS
‣ Visitors don’t read, they scan
‣ Key words are automatically parsed
‣ The first and easiest sensible solution wins
#LIZARDBRAIN ANDY FITZGERALD | @ANDYBYWIRE
– Gilles Fauconnier
ACTIVATION PATTERNS
“Linguistic expressions prompt
for meanings rather than
represent meanings”
#LIZARDBRAIN ANDY FITZGERALD | @ANDYBYWIRE
PROMPTING FOR MEANING
CLAIMS!!! New!!! Current! !! ! Active!! Tag by action needed/no action needed. ! ! ! ! Can generate notifications.!! ! Pending! Tag by action needed/no action needed. !! ! ! ! Can generate notifications. !! History!! ! Closed claims! ! !!!FORMS!!
Available forms!Drafts!Submitted forms!!!
ACCOUNT!!
#LIZARDBRAIN ANDY FITZGERALD | @ANDYBYWIRE
ACTIVATION PATTERNS
‣ Words don’t “mean” on their own – we assign them
meaning on the fly
‣ Vocabularies take on sense based on the activation
patterns in which they’re presented
‣ Visual design and layout can influence activation patterns,
but rarely create new meaning alone
#LIZARDBRAIN ANDY FITZGERALD | @ANDYBYWIRE
– Gilles Fauconnier
COGNITIVE FRAMES
“Mental spaces are small, conceptual packets
constructed as we think and talk, for
purposes of local understanding and action”
#LIZARDBRAIN ANDY FITZGERALD | @ANDYBYWIRE
COGNITIVE FRAMES
‣ global insight
‣ human scale understanding
‣ new meaning
#LIZARDBRAIN ANDY FITZGERALD | @ANDYBYWIRE
COGNITIVE FRAMES
‣ Frames are how we understand where we are and what
we can do there
‣ Successful frames create human scale understanding
‣ Leveraging human-scale experience helps us see and
create new meaning
#LIZARDBRAIN ANDY FITZGERALD | @ANDYBYWIRE
PUTTING IT ALL TOGETHER
‣ Select language for the easy construction of
intended meaning
‣ Create intentional activation patterns
‣ Build to the human scale
#LIZARDBRAIN ANDY FITZGERALD | @ANDYBYWIRE
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