Behaviour by design: neuroscience meets the colouring-in department

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Would you let these people operate on your brain? Oops, too late — Image courtesy of AMC

Let me start by saying that I’m not a brain surgeon or a doctor, but neuroscience is something that has fascinated me since studying typography and design psychology at college and university.

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Damnit Jim, I’m a Doctor, not a Human-Computer Interaction specialist
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The design process starts well before we bust out the crayons

“There has been a paradigm shift in what we consider to be design, as technology has caught up with opportunities to innovate and we’ve developed better methods for understanding audience needs.”

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If only she had swiped left…
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Vance Packard’s eight compelling needs details the hidden ways we are able to be persuaded

So, how easy is it to actually see the effects design can have on human behaviour, or is all of this just a tad Derren Brown?

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Look into my eyes, look into my eyes, the eyes, the eyes, not around the eyes…

“The art and science of usability design is to reveal how products drive specific user actions. Companies leverage two basic pulleys of human behaviour to increase the likelihood of an action occurring: the ease of performing an action and the psychological motivation to do it” — Nir Eyal

Within experience design we now have a set of established and practiced frameworks that allow us to drive both the audience insight and also quickly develop testable hypotheses and solutions.

It’s all about the little things that make a big difference

Written by

I’m Head of Design at 383, a customer experience studio based in Birmingham, in the UK.

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