Presented by

richard banfield

the biology of design

@

how do you

design for an

unknown

future

The things I’m going

to be working on

have not been

invented yet

rhys banfield, Age 10

we have to look

at human

biology

why do we even

have brains

to move

#convCon @freshtilledsoil

lovely, but

very far

from

natural

desktop

requires

modification

of behavior

#convCon @freshtilledsoil

mobile is

a state

#convCon

we are

emotional first

and logical

second

brains only

make decisions

when filtered

through

emotions

strong

emotional

connections

lead to loyalty

We’re unique in

the range of

emotions

recognizable in

the face

we can be

persuaded

but timing is

everything

Easy to Do

Hig

h M

otiv

atio

nLo

w M

otiv

atio

n

Hard to Do

Make it motivating

Make it easy to do

the right experience at the right time

case study:the guardian

always on but not on the same device

mon tues wed thurs fri sat sun

assumption...

mon tues wed thurs fri sat sun

but...

mon tues wed thurs fri sat sun

brains

brains

Mobile Web

ipad app

We are not seeing a substitutional effect. People reading across multiple devices increase their consumption, they read for more and longer.

Tom Betts, FT head of data

your brain

is lazy

mental filters

determine the

impact of what

you see and

remember

happiness makes memories and learning

ultimately its

all about sex

but it’s

complicated

hybrid can help

with conversion

optimization>10,000

human success

means being

successful at

gene or meme

transfer

storytelling

evolved for

meme transfer

lying is part of

that evolution

applying

biology to

design thinking

car safety and

soccer moms

What did they see?What did they feel?

What motivated them?What’s the story?

what’s the irrational story?

@

Q&A