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by John Whalen
Design for How People Think
[ Preface ]
Part I Rethinking “the” Experience
Chapter 1 The Six Minds of Experience
Vision, Attention, and Automaticity
Wayfinding
Language
Memory
Decision Making
Emotion
The Six Minds
Activity
Chapter 2 In the Blink of an Eye: Vision, Attention, and Automaticity
From Representations to Experiences
Unconscious Behaviors: Caught You Looking
Visual Popout
Oops, You Missed That!
Our Visual System Creates Clarity When There Is None
Ceci N’est Pas une Pipe: Learning What Someone Understands Something to Be, Not What Might Actually Be There
Further Reading
Chapter 3 Wayfinding: Where Am I
The Ant in the Desert: Computing Euclidean Space
Locating Yourself in Physical and Virtual Space
Where Can I Go? How Will I Get There?
Testing Interfaces to Reveal Metaphors for Interaction
Thinking to the Future: Is There a “Where” in a Voice Interface?
Further Reading
Chapter 4 Memory/Semantics
Abstracting Away the Detail
Stereotypes of Services
The Value of Understanding Mental Models
Acknowledging the Diversity of Types of Mental Models
Riddle Answer Key!
Further Reading
Chapter 5 Language: I Told You So
Wait, Didn’t We Just Cover This?
The Language of the Mind
“What We’ve Got Here Is Failure to Communicate”
Revealing Words
I’m Listening
Chapter 6 Decision Making and Problem Solving: Enter Consciousness, Stage Left
What Is My Problem (Definition)?
How Might Problems Be Framed Differently?
Finding the Yellow Brick Road to Problem Resolution
When You Get Stuck En Route: Subgoals
Further Reading
Chapter 7 Emotion: Logical Decision Making Meets Its Match
Too Much Information Jamming Up My Brain! Too Much Information Driving Me Insane!
Spock, I Am Not
Competing for Conscious Attention
Getting to Deep Desires, Goals, and Fears
Further Reading
Part II Exposing Secrets
Chapter 8 User Research: Contextual Interviews
Why Choose a Contextual Interview?
Empathy Research: Understanding What the User Really Needs
Recommended Approach for Contextual Interviews and Their Analysis
Common Questions
From Data to Insights
Exercise
Concrete Recommendations
Further Reading
Chapter 9 Vision: Are You Looking at Me
Where Are Their Eyes? Eye-Tracking Can Tell You Some Things, But Not Everything
Quick, Get a Heat Map…
Go with the Flow
Real-World Examples
Concrete Recommendations
Chapter 10 Language: Did They Just Say That
Recording Interviews
Prepping Raw Data: But, But, But…
Reading Between the Lines: Sophistication
Real-World Examples
Concrete Recommendations
Chapter 11 Wayfinding: How Do You Get There
Where Do Users Think They Are?
How Do They Think They Can Get from Place A to Place B?
What Are Those Expectations Based On?
Real-World Examples
Case Study: Distracted Movie-Watching
Concrete Recommendations
Chapter 12 Memory: Expectations and Filling in Gaps
Meanings in the Mind
Putting It All Together
Real-World Examples
What You Might Discover
Concrete Recommendations
Chapter 13 Decision Making: Following the Breadcrumbs
What Am I Doing? Goals and Journeys
Gimme Some of That! Just-in-Time Needs
Chart Me a Course: The Decision-Making Journey
Real-World Examples
Concrete Recommendations
Chapter 14 Emotion: The Unspoken Reality
Live a Little (Finding Reality, Essence)
Analyzing Dreams (Goals, Life Stages, Fears)
Getting the Zeitgeist (Person versus Persona-Specific)
A Crime of Passion (In the Moment)
Real-World Examples
Concrete Recommendations
Part III Putting the Six Minds to Work in Your Designs
Chapter 15 Sense-Making
Affinities and Psychographic Profiles
Language
Emotion
Wayfinding
Finding the Dimensions
Challenging Internal Assumptions
Ending an Outdated Practice: See/Feel/Say/Do
Concrete Recommendations
Chapter 16 Putting the Six Minds to Work: Appeal, Enhance, Awaken
Appeal: What People Say They Want
Enhance: What People Need
Awaken: Realizing Loftier Goals
Concrete Recommendations
Chapter 17 Succeed Fast, Succeed Often
Divergent Thinking, Then Convergent Thinking
First Diamond: Discover and Define (“Designing the Right Thing”)
Second Diamond: Develop and Deliver (“Designing Things Right”)
Learning While Making: Design Thinking
Don’t Mind the Man Behind the Curtain: Prototype and Test
Test with Competitors/Comparables
Concrete Recommendations
Further Reading
Chapter 18 Now See What You’ve Done
Empathy on Multiple Levels
Evidence-Driven Decision Making
Experience Over Time
Multiple Vantage Points
Concrete Recommendations
Chapter 19 How to Make a Better Human
Symbolic AI and the AI Winter
Artificial Neural Networks and Statistical Learning
I Didn’t Say That, Siri!
The Six Minds and AI
I Get By with a Little Help from My (AI) Friends
Concrete Recommendations
Appendix. Recommended Reading
[ Index ]
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