Brad Nunnally @bnunnally
Misconceptions
on Perception
Training Fails
We	
 have	
 busy	
 lives
Training Fails
We	
 have	
 busy	
 lives
We	
 rely	
 on	
 past	
 
expectations	
 &	
 habits
Training Fails
We	
 have	
 busy	
 lives
We	
 rely	
 on	
 past	
 
expectations	
 &	
 habits
There	
 are	
 gaps	
 between	
 
interactions
Training Fails
We	
 have	
 busy	
 lives
We	
 rely	
 on	
 past	
 
expectations	
 &	
 habits
There	
 are	
 gaps	
 between	
 
interactions
Mislead	
 by	
 our	
 peers
Training Fails
Leap is a start
But, why does
it happen?
Change Blindness
Change Blindness
Would You Notice?
Would You Notice?
Here’s The Proof
Here’s The Proof
1999
2002
2005
2007
2010
http://www.lukew.com/ff/entry.asp?178
Selective Attention
We’re all a little slow
We’re all a little slow
80	
 Millisecond	
 Rule
We’re all a little slow
80	
 Millisecond	
 Rule	
 
Perception	
 occurs	
 before	
 
understanding
We’re all a little slow
80	
 Millisecond	
 Rule	
 
Perception	
 occurs	
 before	
 
understanding
Our	
 minds	
 constructed	
 the	
 
world	
 around	
 us
It’s all a guessing game
It’s all a guessing game
Memory	
 +	
 Perception	
 +	
 
Expectations	
 =	
 Reality
It’s all a guessing game
Memory	
 +	
 Perception	
 +	
 
Expectations	
 =	
 Reality
Sometimes	
 part	
 of	
 the	
 
equation	
 is	
 wrong
It’s all a guessing game
Memory	
 +	
 Perception	
 +	
 
Expectations	
 =	
 Reality
Sometimes	
 part	
 of	
 the	
 
equation	
 is	
 wrong
Blind	
 Men	
 &	
 The	
 Elephant
"I	
 did	
 not	
 see	
 that	
 big	
 red	
 bar	
 at	
 the	
 bottom	
 
that	
 says	
 click	
 here	
 for	
 more	
 information"
“How	
 did	
 I	
 NOT	
 see	
 that?”
“I	
 must	
 have	
 missed	
 that	
 button”
“I	
 could	
 have	
 used	
 what?”
“Ohh,	
 well	
 that	
 makes	
 sense	
 now	
 that	
 I	
 see	
 it.”
Screenshot from PE
Usability Testing
Screenshot from PE
Usability Testing
Screenshot from PE
Usability Testing
Well,	
 technology	
 is	
 a	
 glittering	
 lure.	
 
But	
 there's	
 the	
 rare	
 occasion	
 when	
 the	
 
public	
 can	
 be	
 engaged	
 on	
 a	
 level	
 
beyond	
 flash,	
 if	
 they	
 have	
 a	
 
sentimental	
 bond	
 with	
 the	
 product.
Don	
 Draper
So What?
Understanding	
 the	
 limitations	
 of	
 the	
 human	
 
brain	
 provide	
 us	
 with	
 an	
 opportunity	
 to	
 create	
 
better	
 designs	
 earlier	
 in	
 the	
 process.	
 Allowing	
 
for	
 more	
 critical	
 issues	
 to	
 be	
 identified	
 during	
 
usability	
 testing.
So What?
We	
 still	
 have	
 these	
 damn	
 
monkey	
 brains
It	
 is	
 easy	
 for	
 people	
 to	
 get	
 
tripped	
 up	
 by	
 technology
Knowing	
 the	
 Brain	
 =	
 
Better	
 Design
Effectively	
 plan	
 major	
 
redesign	
 projects
Understanding	
 basic	
 human	
 
behavior	
 to	
 augment	
 
human	
 experiences
Utilize	
 the	
 power	
 of	
 choice	
 
to	
 drive	
 engagement
Online	
 Sources	
 -	
 https://kippt.com/bnunnally/fallacy-talk
Thank You!
Brad Nunnally
UX Solution Architect
Perficient Experience Design
Email - brad.nunnally@perficient.com
Twitter - @bnunnally
Site - www.onestraythought.com

Misconceptions on Perception