Design & The Sleight of Hand

A presentation at UX South Africa in November 2017 in Cape Town, South Africa by Kevin Cannon

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Design and the sleight of hand EXPLORING THE PSYCHOLOGY BEHIND MAGIC AND HOW IT RELATES TO DESIGN. KEVIN CANNON @MULTIKEV

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Designing the right thing Designing the thing right

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“Any sufficiently advanced technology is indistinguishable from magic.” — Arthur C. Clarke.

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  1. Illusion 2. Persuasion 3. Misdirection 4. Deception

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  1. Illusion

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Pepper’s Ghost HTTP://USERS.TELENET.BE/THOMASWEYNANTS/PEPPERS-GHOST.HTML

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HTTPS://WWW.YOUTUBE.COM/WATCH?V=ZKVD-XWXGJS

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HTTP://USERS.TELENET.BE/THOMASWEYNANTS/PEPPERS-GHOST.HTML

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HTTP://USERS.TELENET.BE/THOMASWEYNANTS/PEPPERS-GHOST.HTML

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HTTP://USERS.TELENET.BE/THOMASWEYNANTS/PEPPERS-GHOST.HTML

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HTTP://USERS.TELENET.BE/THOMASWEYNANTS/PEPPERS-GHOST.HTML

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HTTPS://WWW.YOUTUBE.COM/WATCH?V=FFHNDWFETR8

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HTTPS://WWW.YOUTUBE.COM/WATCH?V=FFHNDWFETR8

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q w a e s z r d x t f c y g v u h b i j n o k m

  • OCTOPUS: EVALUATING TOUCHSCREEN KEYBOARD CORRECTION AND RECOGNITION ALGORITHMS VIA “REMULATION” p l

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q w a e s z r d x t f c y g v u h b i j n o k m

  • OCTOPUS: EVALUATING TOUCHSCREEN KEYBOARD CORRECTION AND RECOGNITION ALGORITHMS VIA “REMULATION” p l

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“Visually augmented progress bars could be used to make processes appear 11% faster, when in reality, their duration remains unchanged.” FASTER PROGRESS BARS: MANIPULATING PERCEIVED DURATION WITH VISUAL AUGMENTATIONS. HARRISON, C., YEO, Z., AND HUDSON, S. E. 2010. CHI ‘10. ACM, NEW YORK, NY. 1545-1548. z

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Use illusion to to draw attention to or away from something.

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  1. Persuasion

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Forcing

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HTTPS://WWW.YOUTUBE.COM/WATCH?V=0ML15LQCFUE

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ALTHOUGH THE MAGICIAN COULD INFLUENCE THE CHOICE ALMOST EVERY TIME (98%), RELATIVELY FEW (9%) NOTICED THIS INFLUENCE. HTTP://WWW.SCIENCEDIRECT.COM/SCIENCE/ARTICLE/PII/S1053810015000057

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So … how do we use persuasion?

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HTTP://WWW.NYTIMES.COM/2012/08/19/OPINION/SUNDAY/WHY-WAITING-IN-LINE-IS-TORTURE.HTML

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HTTP://WWW.INTERNETRETAILER.COM/2011/01/05/ORIENTALFURNITURECOM-DRIVES-CONVERSION-76-SECURITY

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HTTP://WWW.INDEPENDENT.CO.UK/NEWS/UK/POLITICS/HOW-ORGAN-DONATION-IS-GETTING-NUDGE-IN-THE-RIGHT-DIRECTION-TRIAL-COULD-PAVE-WAYFOR-100000-EXTRA-9023349.HTML

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“IF YOU NEEDED AN ORGAN TRANSPLANT, WOULD YOU HAVE ONE? IF SO, PLEASE HELP OTHERS.” HTTP://WWW.INDEPENDENT.CO.UK/NEWS/UK/POLITICS/HOW-ORGAN-DONATION-IS-GETTING-NUDGE-IN-THE-RIGHT-DIRECTION-TRIAL-COULD-PAVE-WAYFOR-100000-EXTRA-9023349.HTML

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the irresistible HTTP://UNBOUNCE.COM/CONVERSION-RATE-OPTIMIZATION/MADE-UP-PRODUCT-INCREASED-CONVERSIONS/

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the irresistible HTTP://UNBOUNCE.COM/CONVERSION-RATE-OPTIMIZATION/MADE-UP-PRODUCT-INCREASED-CONVERSIONS/

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Product line-up BGNM-2250 BGN BGN3

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Use spacial, visual & social persuasion to guide people to better choices.

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  1. Misdirection

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HTTP://VIMEO.COM/3881185

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Let’s look again without misdirection

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HTTP://VIMEO.COM/3881082

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With misdirection Without misdirection KUHN, GUSTAV, TATLER, BENJAMIN W. AND COLE, GEOFF G.(2009)’YOU LOOK WHERE I LOOK! EFFECT OF GAZE CUES ON OVERT AND COVERT ATTENTION IN MISDIRECTION’,VISUAL COGNITION,17:6,925 — 944

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Obvious misdirection

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What you saw happen A B C D

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What you guess happened X A B C D

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What actually happened X A B C D

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INSTAGRAM STARTS UPLOAD HERE MOST APPS START UPLOAD HERE

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15 min wait z

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1 min walk 7 min wait z

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“Often the psychology of queuing is more important than the statistics of the wait itself.” — Richard Larson, M.I.T. z

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When you have limitations you can’t get around, use misdirection to improve the user experience

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  1. Deception

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BEYOND THE PIXEL HTTP://MASHABLE.COM/2015/03/28/MICHAEL-JACKSON-SHOE-PATENT/#M9A3CLYVKMQO

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HTTP://MASHABLE.COM/2015/03/28/MICHAEL-JACKSON-SHOE-PATENT/#M9A3CLYVKMQO

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HTTP://MASHABLE.COM/2015/03/28/MICHAEL-JACKSON-SHOE-PATENT/#M9A3CLYVKMQO

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Conditioned responses “Post Hoc fallacy”

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HTTP://UXMOVEMENT.COM/BUTTONS/HOW-TO-MAKE-PROGRESS-BARS-FEEL-FASTER-TO-USERS/

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HTTP://UXMOVEMENT.COM/BUTTONS/HOW-TO-MAKE-PROGRESS-BARS-FEEL-FASTER-TO-USERS/

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HTTP://UXMOVEMENT.COM/BUTTONS/HOW-TO-MAKE-PROGRESS-BARS-FEEL-FASTER-TO-USERS/

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the reverse

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Trick users, when it benefits them.

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Deception can be sneaky

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HTTP://MERCURY.IO/THE-PSYCHOLOGY-OF-WAITING-LOADING-ANIMATIONS-AND-FACEBOOK/

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HTTPS://DARKPATTERNS.ORG/

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HTTPS://DARKPATTERNS.ORG/

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HTTPS://DARKPATTERNS.ORG/

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HTTPS://DARKPATTERNS.ORG/

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HTTP://WWW.BBC.COM/NEWS/MAGAZINE-35091242

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So, what can we take from this?

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How do people interpret the world around them?

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We can learn a lot from other fields

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“Sometimes magic is just someone spending more time on something than anyone else might reasonably expect” — Penn & Teller

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Thank you KEVIN CANNON @MULTIKEV