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Learning from neuroscience to improve creative abilities. Sarah describes how we can improve our creative abilities by using tools and techniques that will engage active and passive brain states. In the age of the cloud, where computers can be programmed to do iterative design, human brains have become bottlenecks for the type of information processing that leads to innovation. Rather than aiding the overall UX design process, our brains can actually slow us down. As designers we need to explore ways that maximise our ability to collect, filter and synthesise information. Neuroscience tells us that the brain oscillates between the task-positive and task-negative networks during synthesis and ideation every 10 seconds. The oscillation between a more action orientated state of mind, and one that is more restful, often including activities such as daydreaming and future gazing, plays an important role in creativity. Yet very little has been done to date to connect neuroscience with UX. Drawing on real-life industry practice and neuroscientific theory, this talk will demonstrate how to better create and synthesise ideas. It will also highlight how an understanding of the cyclical nature of our brain’s neural physics can enhance UX design. Employing a deliberate narrative structure and adapting existing design methods with activities that work constructively within these two brain states, we invite you to experience a new approach to creativity.
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SYNTHEATE IDEATION: TOOLS FOR INFINITE UX CREATIVITY
LEARNING FROM NEUROSCIENCE TO IMPROVE CREATIVE ABILITIES
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SYSTEM 1
Loigic and Reasoning
Task Focused
HOW OUR BRAIN WORKS
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Mental Simulations
Involuntary
SYSTEM 2SYSTEM 1
Loigic and Reasoning
Task Focused
HOW OUR BRAIN WORKS
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Mental Simulations
Involuntary
SYSTEM 2SYSTEM 1
Loigic and Reasoning
Task Focused
Fluid Reasoning
Switching between 1 and 2
SYSTEM 3
HOW OUR BRAIN WORKS
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01
ACCUMULATE & SPECULATE
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HOW MIGHT WE...
...CAPTURE AND RECALL RELEVANT INFORMATION IN
A MORE EFFECTIVE WAY?
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HOW OUR BRAIN WORKS
INFORMATION RETENTION (%)
LEARNING METHOD
Reading
Lecture
Audiovisual
10%
20%
5%
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HOW OUR BRAIN WORKS
10% Reading
Lecture
20% Audiovisual
30% Demonstration
50% Discussion
5%INFORMATION
RETENTION (%)LEARNING METHOD
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HOW OUR BRAIN WORKS
10% Reading
Lecture
20% Audiovisual
30% Demonstration
50% Discussion
75% Practice Doing
90% Teach Others
5%INFORMATION
RETENTION (%)LEARNING METHOD
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HOW OUR BRAIN WORKS
8-10 Seconds
Minimum Concentration
Medium Concentration
MaximumConcentration
5-20 Minutes
40
Minutes
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TECHNIQUES
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02
FILTER
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HOW MIGHT WE...
...BETTER FRAME OUR CHALLENGES TO HELP US TO FIND AND CREATE WHAT WE
ARE LOOKING FOR ?
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HOW OUR BRAIN WORKS
THE GOLDEN CIRCLES
WHAT
HOW
WHY
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WHAT HOW
SYSTEM 1
WHAT
HOW
WHY
UNIVERSAL DESIGN OF LEARNING
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WHYWHAT HOW
SYSTEM 1SYSTEM 2
WHAT
HOW
WHY
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TECHNIQUES
FRAMING STATEMENT
HOW MIGHT WE...create ............................for ...................................to .....................................by ....................................to improve ....................
a persondo something
taking action
X
X
WHAT
HOW
WHY
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03
SYNTHESIS
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HOW MIGHT WE...
...FORM MORE ORIGINAL ASSOCIATIONS AND
CONNECTIONS?
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HOW OUR BRAIN WORKS
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TECHNIQUES
SUPRISING EXPERIENCE
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TECHNIQUES
CREATIVE PAUSE
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CREATIVE PAUSE
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04
CREATIVE INSIGHT
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HOW MIGHT WE...
...PREPARE OURSELVES TO HAVE MOMENTS OF CREATIVE INSIGHT?
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HOW OUR BRAIN WORKS
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TECHNIQUES
DOPAMINE
SEROTONIN
ANXIETY & FEAR CALM CONTENTMENT
BOREDOM APATHY EXCITEMENT / ENGAGEMENT
NEURO TRANSMITTERS CREATIVITY
MENTAL & EMOTIONAL STATE
IN THE ZONE
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05
COMBINE & REFINE
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HOW MIGHT WE...
...BETTER SHAPE TO OUR INITIAL IDEAS INTO USER EXPERIENCES ?
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HOW OUR BRAIN WORKS
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TECHNIQUES
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SYSTEM 1.
SYNTHESIS
SYSTEM 2.
IDEATION
0504030201
Accumulate + Speculate
Filter Synthesis Creative Insight Combine + Refine
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... CAPTURE AND RECALL MORE EFFECTIVELY
... FRAME OUR CHALLENGES TO MOTIVATE ... USE CREATIVE PAUSES TO PROCESS ... NEUROCHECMICALLY PREPARE FOR IDEATION ... SHAPE IDEAS VISUALISING FUTURE SCENARIOS
01
02
03
04
05
WE NEED TO...
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REFERENCES...Daniel kahneman, 2011, thinking fast and slow
Ned herrmann, 1991, the creative brain
Simone m. Ritter, 2012, diversifying experiences enhance cognitive flexibilityHttp://psychology.Ucdavis.Edu/labs/pwt/image/experimetrix/file/2012diversifyingexperiencescognitiveflexibility.Pdf
Charles limb, 2010, your brain on improvHttp://www.Ted.Com/talks/charles_limb_your_brain_on_improv
Simon sinek, 2009, how great leaders inspire actionHttp://www.Ted.Com/talks/simon_sinek_how_great_leaders_inspire_action
John kounios, 2012, the neuroscience behind epiphanies 2012Http://talentsearch.Ted.Com/video/john-kounios-the-neuroscience-behind-ep
Mark Beeman, 2012, The Creative Brain – Where Do Ideas Come From?http://vimeo.com/39864868
Rex Jung, 2011, Creativity and the Brainhttps://www.youtube.com/watch?v=SWIXfNEDy3g
Andreas Fink, 2010, Enhancing creativity by means of cognitive stimulation: Evidence from an fMRI studyhttp://www.sciencedirect.com/science/article/pii/S1053811910008244
The Meditating Brain, 2011https://www.youtube.com/watch?v=TJLdNRebeWE#t=188%00
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THANK YOU
