See you next year
Speaker

Donatella Ruggeri

UX Research & Design
iDIB Group
Talk
Biografia
Bio

Neuropsychologist and passionate writer, I work as UX designer and researcher applying cognitive neurosciences in the design field, also by sharing awareness about the human brain functioning.

Social
Speaker
Tipologia
Pecha Kucha
Ora
17:20
Lingua
ita
Abstract

We’re used to think we need to design devices or interfaces that help the user achieve a goal without any friction. Under this “Don’t make me think” motto, even if we call it a Human Centred Design, sometimes we forget to take into consideration how the human brain really works.

When we perceive that a user is thinking differently than we expected we call it a bias. So bias has become another word for error, but a kind of error which existence we are often not willing to accept and, moreover, an existence we unconsciously deny. The real error, though, lies in this negation and we cannot have a true Human Centred Design until we acknowledge such behaviours as normal, good and not evil.

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