empathy: your secret weapon in designing for the web
DESCRIPTION
This is the presentation I gave at UX Brighton (2013). Behind every screen sits a user, waiting to be engaged. Whether you reach them or not will depend on how you make them feel, more than anything else. In this presentation, Nathalie will explore how the primal, emotional and rational systems in the brain can be used as a metaphorical model to build persuasive online experiences. And show why mirror neurons and empathy are the hidden driving force behind effective design.TRANSCRIPT
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EMPATHY
YOUR SECRET WEAPON IN DESIGNING FOR THE WEB
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1 INTRODUCTION
2 ‘THREE SYSTEMS’ BRAIN
3 EMPATHY
4 GETTING ON THE SAME WAVELENGTH
5 FIVE STEPS: USE EMPATHY ONLINE
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1 INTRODUCTION
2 ‘THREE SYSTEMS’ BRAIN
3 EMPATHY
4 GETTING ON THE SAME WAVELENGTH
5 FIVE STEPS: USE EMPATHY ONLINE
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1 INTRODUCTION
2 ‘THREE SYSTEMS’ BRAIN
3 EMPATHY
4 GETTING ON THE SAME WAVELENGTH
5 FIVE STEPS: USE EMPATHY ONLINE
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1 INTRODUCTION
2 ‘THREE SYSTEMS’ BRAIN
3 EMPATHY
4 GETTING ON THE SAME WAVELENGTH
5 FIVE STEPS: USE EMPATHY ONLINE
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1 INTRODUCTION
2 ‘THREE SYSTEMS’ BRAIN
3 EMPATHY
4 GETTING ON THE SAME WAVELENGTH
5 FIVE STEPS: USE EMPATHY ONLINE
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1 INTRODUCTION
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WEBS OF INFLUENCE THE PSYCHOLOGY OF ONLINE PERSUASION Pearson, 2012 UK | EU | USA | KOREA | JAPAN | CHINA @THEWEBPSYCH
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WEB PSYCHOLOGY
The empirical study of how online environments influence our attitudes and behaviours
“ ” @THEWEBPSYCH
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user experience
cognitive psychology
neuroscience
cross-cultural psychology
WEB PSYCHOLOGY
HCI
neuro- aesthetics
social psychology
behavioural economics
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IT’S ABOUT CONTEXT
PSYCHOLOGY INDIVIDUAL CULTURAL
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3 SECRETS TO ONLINE SUCCESS
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1 KNOW WHO YOU’RE TARGETING
2 COMMUNICATE PERSUASIVELY
3 SELL WITH INTEGRITY
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1 KNOW WHO YOU’RE TARGETING
2 COMMUNICATE PERSUASIVELY
3 SELL WITH INTEGRITY
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THE WEB PSYCHOLOGIST @THEWEBPSYCH
1 KNOW WHO YOU’RE TARGETING
2 COMMUNICATE PERSUASIVELY
3 SELL WITH INTEGRITY
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2 ‘THREE SYSTEMS’ BRAIN
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PRIMAL
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• COMMON TO ALL ANIMALS
• BASIC VITAL FUNCTIONS
• RISKY vs SAFE (FFF)
• SEX
• FOOD
PRIMAL
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• COMMON TO ALL ANIMALS
• BASIC VITAL FUNCTIONS
• RISKY vs SAFE (FFF)
• SEX
• FOOD
PRIMAL
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• COMMON TO ALL ANIMALS
• BASIC VITAL FUNCTIONS
• RISKY vs SAFE (FFF)
• SEX
• FOOD
PRIMAL
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• COMMON TO ALL ANIMALS
• BASIC VITAL FUNCTIONS
• RISKY vs SAFE (FFF)
• SEX
• FOOD
PRIMAL
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• COMMON TO ALL ANIMALS
• BASIC VITAL FUNCTIONS
• RISKY vs SAFE (FFF)
• SEX
• FOOD
PRIMAL
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• CUES FOR SEX
• IMAGES OF FOOD
• MOTION
• CONTRAST & CONCRETE
• END EXPERIENCES
• SCARCITY
KEY POINTS
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• LIMBIC SYSTEM
• ANCIENT & AUTOMATIC
• AMYGDALA FEAR, RELEVANCE, TRUST
• THALAMUS HAPPY, SAD, DISGUSTED
• VTA DOPAMINE – RISK & REWARD
EMOTIONAL
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• LIMBIC SYSTEM
• ANCIENT & AUTOMATIC
• AMYGDALA FEAR, RELEVANCE, TRUST
• THALAMUS HAPPY, SAD, DISGUSTED
• VTA DOPAMINE – RISK & REWARD
EMOTIONAL
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• LIMBIC SYSTEM
• ANCIENT & AUTOMATIC
• AMYGDALA FEAR, RELEVANCE, TRUST
• THALAMUS HAPPY, SAD, DISGUSTED
• VTA DOPAMINE – RISK & REWARD
EMOTIONAL
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THE WEB PSYCHOLOGIST @THEWEBPSYCH
• LIMBIC SYSTEM
• ANCIENT & AUTOMATIC
• AMYGDALA FEAR, RELEVANCE, TRUST
• THALAMUS HAPPY, SAD, DISGUSTED
• VTA DOPAMINE – RISK & REWARD
EMOTIONAL
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THE WEB PSYCHOLOGIST @THEWEBPSYCH
• LIMBIC SYSTEM
• ANCIENT & AUTOMATIC
• AMYGDALA FEAR, RELEVANCE, TRUST
• THALAMUS HAPPY, SAD, DISGUSTED
• VTA DOPAMINE – RISK & REWARD
EMOTIONAL
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• EMPATHY
• MIRROR NEURONS
• PLEASURE & PAIN
• BODY LANGUAGE
• STORY-TELLING
KEY POINTS
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• UNIQUE TO HUMANS
• HIGHER COGNITIVE FUNCTIONS
• PLAN, ORGANISE, PROBLEM-SOLVE
• SOCIAL LEARNING & INNOVATION
• LANGUAGE, ABSTRACT THOUGHT
RATIONAL
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• UNIQUE TO HUMANS
• HIGHER COGNITIVE FUNCTIONS
• PLAN, ORGANISE, PROBLEM-SOLVE
• SOCIAL LEARNING & INNOVATION
• LANGUAGE, ABSTRACT THOUGHT
RATIONAL
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• UNIQUE TO HUMANS
• HIGHER COGNITIVE FUNCTIONS
• PLAN, ORGANISE, PROBLEM-SOLVE
• SOCIAL LEARNING & INNOVATION
• LANGUAGE, ABSTRACT THOUGHT
RATIONAL
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THE WEB PSYCHOLOGIST @THEWEBPSYCH
• UNIQUE TO HUMANS
• HIGHER COGNITIVE FUNCTIONS
• PLAN, ORGANISE, PROBLEM-SOLVE
• SOCIAL LEARNING & INNOVATION
• LANGUAGE, ABSTRACT THOUGHT
RATIONAL
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THE WEB PSYCHOLOGIST @THEWEBPSYCH
• UNIQUE TO HUMANS
• HIGHER COGNITIVE FUNCTIONS
• PLAN, ORGANISE, PROBLEM-SOLVE
• SOCIAL LEARNING & INNOVATION
• LANGUAGE, ABSTRACT THOUGHT
RATIONAL
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• ENABLE POST-RATIONALISATION
• PRODUCT DEMONSTRATION
• LISTING SPECS / PRODUCT BENEFITS
• GIVE EVIDENCE THAT IT WORKS
• BE THE AUTHORITY
KEY POINTS
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3 EMPATHY
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WHAT IS EMPATHY?
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THE WEB PSYCHOLOGIST @THEWEBPSYCH “ ” Oxford Dic5onary
EMPATHY
The ability to understand and share the feelings of another
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WHY IS IT IMPORTANT?
“ ”
Primitive emotional contagion is of critical importance in understanding human
cognition, emotion, and behavior
Ha:ield et al (2009)
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MIRROR NEURONS
RizzolaB et al (1992)
[ ]
Placed electrodes in ventral premotor cortex of macaques, to study neurons specialized in
control of hand and mouth actions… 10% mirror actions
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MIRRORING
Credit: Evolu5on of Neonatal Imita5on. Gross L, PLoS Biology Vol. 4/9/2006, e311 doi:10.1371/journal.pbio.0040311
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MIND-READING
“ ” Ha:ield et al (2009)
Building block of human interaction -
assisting in “mind-reading” and allowing people to understand and to share
the feelings of others
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EXPER MENT
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Credit: iStockphoto / Thomas Perkins
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Credit: Ray Tamarra / Ge\y Images
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Credit: Unknown
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EXPER MENT
Laird et al (1989)
[ ]
What did you experience?
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PROVOKING EMOTIONS
Laird et al (1989)
[ ]
If you adopt certain facial expressions, you’re more likely to feel the
associated emotion
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PROVOKING EMOTIONS
1 ANGER
2 FEAR
3 HAPPINESS
4 DISGUST
5 SURPRISE
6 SADNESS
Laird et al (1989)
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PROVOKING EMOTIONS
1 ANGER
2 FEAR
3 HAPPINESS
4 DISGUST
5 SURPRISE
6 SADNESS
Laird et al (1989)
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PROVOKING EMOTIONS
1 ANGER
2 FEAR
3 HAPPINESS
4 DISGUST
5 SURPRISE
6 SADNESS
Laird et al (1989)
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PROVOKING EMOTIONS
1 ANGER
2 FEAR
3 HAPPINESS
4 DISGUST
5 SURPRISE
6 SADNESS
Laird et al (1989)
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PROVOKING EMOTIONS
1 ANGER
2 FEAR
3 HAPPINESS
4 DISGUST
5 SURPRISE
6 SADNESS
Laird et al (1989)
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PROVOKING EMOTIONS
1 ANGER
2 FEAR
3 HAPPINESS
4 DISGUST
5 SURPRISE
6 SADNESS
Laird et al (1989)
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Credit: Adrianne Galla5n (2012) h\p://www.globalanimal.org/2013/08/08/secret-‐to-‐animal-‐happiness-‐gallery/71985/laughing-‐seal-‐on-‐beach/
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CHANGES IN STATE
“ ”
Viewing emotional facial expressions elicits changes in emotional state
Wild et al (2001)
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ADVERT
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Lynx TV: Premature Perspira5on ad (2010) h\p://www.youtube.com/watch?v=kZQUljMZ7aE
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Fail Blog Nut Shots (2012) h\p://ow.ly/q99xI
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WEBSITE
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h\p://www.marieforleo.com/
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h\p://next.co.uk
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4 GETTING ON THE SAME WAVELENGTH
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The tendency to automatically mimic
and synchronize expressions, vocalizations, postures, and movements with those of
another person's and, consequently, to converge emotionally
EMOTIONAL CONTAGION
“ ” Ha:ield et al (1994)
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EXAMPLE
Friedman et al (1980)
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Credit: iStockPhoto
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Communication is one act, in which the
brain of the communicator, and the brain of the listeners are trying to be coupled,
and merging as one
NEURAL COUPLING
“ ” Ha:ield et al (1994)
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STORYTELLING
Credit: Nathalie Nahai / Webs Of Influence (2012)
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John Lewis Christmas Advert (2012) h\p://www.youtube.com/watch?v=0N8axp9nHNU
EXAMPLE
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5 FIVE STEPS: USE EMPATHY ONLINE
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1
PROFILE YOUR AUDIENCE
• AGE
• GENDER
• LANGUAGE
• INTERESTS
• CLOTHES
• BODY LANGUAGE
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2
CHOOSE STATE TO ELICIT
• ANGER
• FEAR
• HAPPINESS
• DISGUST
• SURPRISE
• SADNESS
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2
DESIGN A NARRATIVE THEY
CAN RELATE TO
(THE HERO’S JOURNEY)
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CHOOSE YOUR MEDIUM
• VIDEO
• TEXT
• IMAGE
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ANALYSE YOUR RESULTS
• CONVERSIONS
• VIEWS / LIKES
• CLICK-THROUGHS
• SHARES / EMBEDS
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REFERENCES 1 Hatfield, E., Cacioppo, J. T., & Rapson, R. L. (1994). Emotional contagion. Cambridge: Cambridge University Press.
2 Hatfield, E., Rapson, R. L., & Le, Y. L. (2009). Emotional contagion and empathy. In J. Decety & W. Ickes (Eds.), The Social neuroscience of Empathy. Cambridge, MA: MIT.
3 Di Pellegrino, G., Fadiga, L., Fogassi, L., Gallese, V., & Rizzolatti, G (1992). Understanding motor events: a neurophysiological study. Experimental Brain Research, 91, pp. 176-180.
4 Laird, J. D., Cuniff, M., Sheehan, K., Shulman, D., & Strum, G. (1989). Emotion specific effects of facial expressions on memory for life events. Journal of Social Behavior and Personality, 4, pp. 87-98.
5 Wild, B., Erb, M., & Bartels, M. (2001). Are emotions contagious? Evoked emotions while viewing emotionally expressive faces: Quality, quantity, time course and gender differences. Psychiatry Research, 102(2), pp. 109-124.
6 Fail Blog Nut Shots (2012). http://www.youtube.com/watch?v=apVZCG5zAxw&feature=c4-overview&list=UUONQ53-nTMwqiRhj3sRaiAQ
7 Friedman, H. S., Prince, L. M., Riggio, R. E., & Dimatteo, M. R. (1980). Understanding and assessing nonverbal expressiveness: The affective communication test. Journal of Personality and Social Psychology, 39, pp. 333-351.
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