1. Seeing Outside the Box: Why Parts of Your Design Are Invisible Lisa Fast, Neo Insight December 10, 2014

2. 2 © Customer Carewords Ltd. customercarewords.com Task 5 – Cloning Does Microsoft support producing multiple copies of a Windows Embedded POSReady 2009 image, using cloning? Task Performance Critical Issues TPI = 0 Median time on task (sec) = 162 Target time on task (sec) = 30

3. 3 © Customer Carewords Ltd. customercarewords.com

4. Seeing Outside the Box Why Parts of Your Design Are Invisible

5. Lisa Fast @neoinsight Customer Carewords Partners lisa@neoinsight.com

6. Great designs are focused on supporting tasks …

8. Visual designs can support or sabotage tasks

9. Apply Digital Psychology To Support Tasks

10. Perception Gestalt Principles predict what people notice

11. Financial managers Human resources managers Purchasing managers Insurance, real estate and financial brokerage managers Managers in health care Financial auditors and accountants Financial and investment analysts Securities agents, investment dealers and brokers Other financial officers Civil engineers Mechanical engineers Electrical and electronics engineers Petroleum engineers Information systems analysts and consultants Database analysts and data administrators Software engineers and designers Computer programmers and interactive media developers

12. Financial managers Human resources managers Purchasing managers Insurance, real estate and financial brokerage managers Managers in health care Financial auditors and accountants Financial and investment analysts Securities agents, investment dealers and brokers Other financial officers Civil engineers Mechanical engineers Electrical and electronics engineers Petroleum engineers Proximity Principle

13. Financial managers Human resources managers Purchasing managers Insurance, real estate and financial brokerage managers Managers in health care Financial auditors and accountants Financial and investment analysts Securities agents, investment dealers and brokers Other financial officers Civil engineers Mechanical engineers Electrical and electronics engineers Petroleum engineers Similarity Principle

14. Managers Financial managers Human resources managers Purchasing managers Insurance, real estate and financial brokerage managers Managers in health care Finance Financial auditors and accountants Financial and investment analysts Securities agents, investment dealers and brokers Other financial officers Engineers Civil engineers Mechanical engineers Electrical and electronics engineers Petroleum engineers

15. Managers Financial managers Human resources managers Purchasing managers Insurance, real estate and financial brokerage managers Managers in health care Finance Financial auditors and accountants Financial and investment analysts Securities agents, investment dealers and brokers Other financial officers Engineers Civil engineers Mechanical engineers Electrical and electronics engineers Petroleum engineers Computing Information systems analysts and consultants Database analysts and data administrators Software engineers and designers Computer programmers and interactive media developers Common Region Principle

16. Managers Financial managers Human resources managers Purchasing managers Insurance, real estate and financial brokerage managers Managers in health care Finance Financial auditors and accountants Financial and investment analysts Securities agents, investment dealers and brokers Other financial officers Engineers Civil engineers Mechanical engineers Electrical and electronics engineers Petroleum engineers Computing Information systems analysts and consultants Database analysts and data administrators Software engineers and designers Computer programmers and interactive media developers Common Region Principle

19. Excperpted from 100 Things Every Designer Should Know about People,Susan Weinschenk http://www.creativepro.com/files/downloads/20110601.pdf Risk: Boxes Influence Perception

20. Proximity Page is a Common Region No Similarity

21. Common Region Proximity

22.  Perception What we notice  Attention What we focus on

23. Attention – will you notice something unexpected?

24. https://www.youtube.com/watc h?v=IGQmdoK_ZfY Daniel Simons on You Tube at: https://www.youtube.com/channel/UCoUA-CpKaFCCV2Uz__qNJZwAwwhttps://www.youtube.com/channel/UCoUA-CpKaFCCV2Uz__qNJZwAww See also: https://www.youtube.com/watch?v=b7LuvAM6XLghttps://www.youtube.com/watch?v=b7LuvAM6XLg

25. 50% don’t see it “We experience far less of our visual world than we think we do….” - C. Chabris, D. Simons, ‘The Invisible Gorilla and Other Ways Our Intuitions Deceive us’ “We experience far less of our visual world than we think we do….” - C. Chabris, D. Simons, ‘The Invisible Gorilla and Other Ways Our Intuitions Deceive us’

26. 75% think they will notice

27. 100% of web designers think you will see everything

28. Inattentional Blindness: focus attention on the expected

29. What IS expected? Next step of task is on BODY of page 2006, Nielsen F-Shaped Pattern

30. 1. Perception +Box is a separate region +Box isn’t in close proximity +Box looks dissimilar 2. Attention + Box is in unexpected location = Invisible

31. Errors dropped 75% - Applied Similarity (Color) & Proximity

32.  Perception What we notice  Attention What we focus on  Memory What we remember consciously and unconsciously…

33. Q: What do ‘other sites’ do that impacts behaviour on your site?

35. Behaviour ‘primed’ by ad exposure

36. “There’s nothing obvious telling me this is somewhere I could report a fraud.”

37. Ignored in the past = less likely to see in the future http://www.journalofvision.org/content/11/11/159.short

38. Tullis Study 1: Messages with and without Images A B C D From: ‘Are People Drawn to Faces on Web Pages’ http://dl.acm.org/citation.cfm?id=1520641

39. Heatmaps (red = most time looking)

40. Least ‘Box-Like’ = More Looks & More Successful Clicks Total Number of Fixations Total Fixation Time (secs) Number of Clicks Per Design

41. Focus Attention on the Task & Direct It Tullis, Siegel & Sun 2009

42. 1. Perception +Task step in a box 2. Attention + Box is in unexpected location 3. Priming + Box looks like an ad = Really Invisible!

43. What to do?

44. 1. Apply perceptual principles appropriately

46. 2. Recognize you have illusions about attention

47. Challenge your illusions sign up at whichtestwon.com

48. Think about what’s expected

49. 3. Avoid using images for task steps

50. 4. Avoid anything that looks like an ad

51. 5. Most important: test test test

52. Now go check your site for:

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