Let's talk about... neuroscience

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  • Lets talk about (neuro)science

    and its importance in usability/UX of an application

  • Who am I?Andreea Popescu

    speaker and volunteer



    usability/UX specialist @Evozon

    passionate about (neuro)science, HCI, photography & hiking

  • What do you think usability is?

  • Joel Spolsky, User Interface Design for Programmers

    Usability, fundamentally, is a matter of bringing a bit of human rights into the world of computer-

    human interaction. It's a way to let our ideals shine through in our software, no matter how

    mundane the software is.

  • How about neuroscience?

  • Johannes Robbies, UX Redefined Winning and Keeping Customers with Enhanced Usability and User


    The human brain weighs about 1.4 kilograms - that's only 2 percent of our body weight - but it use more than 20 percent of our body energy.

  • Dr. Suzana Herculano-Houzel

    We found that on average the human brain has 86bn neurones [nerve cell that is the basic

    building block of the nervous system]. And not one [of the brains] that we looked at so far has

    the 100bn."

  • frontal lobe

  • The frontal lobe is the center of our emotional network (How did I

    experience it?) and our cognitive network (Thats how I

    experienced it.).

  • frontal lobeparietal lobe

  • The parietal lobes mediate tactile and kinaesthetic perception (left lobe: information processing; right lobe: combining of diverse visual,

    auditory, tactile information into non-language).

  • frontal lobeparietal lobe

    temporal lobe

  • The temporal lobe serves to organise hearing and memory.

  • frontal lobeparietal lobe

    temporal lobe occipital lobe

  • The occipital lobe register the characteristics of what we see

    and then send the information on to the parental lobes for


  • These are some examples about how our brain works!

  • Prefrontal cortex: not paying attention to unnecessary

    information > cortical flaw has been exacerbated by modernity >

    too much information.

  • Rewards and motivation. Stimulates dopamine, one of the main neurotransmitters, which is heavily active in the frontal lobe.

  • Patterns activate predictions and stimulate neurons, and this way the user finds it easier to improve their

    experiences. Schultz, a physician who explored the human brain in the 70s, if everything goes according to plan, its dopamine neurons secrete a little

    burst of enjoyment.

  • Cognitive control and value-based decision-making tasks appear to depend on different brain regions

    within the prefrontal cortex. Too many options for choosing an activity create

    noise in the brain, that is mentally exhausting.

  • Left alignment: users can read each line by simply moving their eyes to the left edge each time. This makes your paragraphs faster and easier to read because the users eyes dont have to

    work as hard to find where the line starts each time.

  • Visual cortex: do not use decorative fonts, because its harder for the brain

    to find shapes in them.

  • Reducing the cognitive load (as remembering, thinking, making

    decisions) takes less brain effort. E.g. scrolling takes less brain power thank


  • the auditory part of the new brain that deciphers sound (told)

    vision and text processing (read)

    all the vision parts of the brain (to imagine the characters)

    the emotional part of the mid brain

  • - Dr. David Eagleman

    Every single neuron in the brain is complicated as New York city.

  • Resources Making Choices: How Your Brain Decides: http://healthland.time.com/


    SpinalCord: http://www.spinalcord.com/frontal-lobe

    UX Redefined Winning and Keeping Customers with Enhanced Usability and User Experience, Johannes Robbies, 2015

    How does the brain work when confronted with an interface?, Marc Van Rymenant: http://www.simplifyinginterfaces.com/2008/07/09/how-does-the-brain-work-when-confronted-with-an-interface-episod-2/

    Why You Should Never Center Align Paragraph Text: http://uxmovement.com/content/why-you-should-never-center-align-paragraph-text/

    10 ways to design for the human brain: http://blog.invisionapp.com/design-for-the-human-brain/



  • Thank you.