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USER MEMORY DESIGN
DESIGNING FOR EXPERIENCES THAT STICK
CURT ARLEDGE — IA SUMMIT 2016
A TALE OF TWO COLONOSCOPIES
PATIENT BPATIENT A
NOTE: ACTUAL LIKENESSES UNAVAILABLE
NO PAIN
🚨 EXTREME PAIN 🚨
9
8
6
4
2
0
10
7
5
3
1
TIME (MINUTES) TIME (MINUTES)
10
8
6
4
2
0
0 10 20
10
8
6
4
2
0
0 10 20
PAININTENSITY
PATIENT A PATIENT B
PATIENT BPATIENT A
PEAK PAIN: 8 PEAK PAIN: 8
REMEMBERED
A WORSE TIME
HAD A WORSE
TIME
DURATION: 24 MIN.DURATION: 8 MIN.
[CLIFFHANGER]
I WANT TO TALK TO YOU GUYS ABOUT
EXPERIENCE
@curtarledge
CAN INSPIRE BETTER
@curtarledge
UNDERSTANDING THE DIFFERENCE
BETWEEN EXPERIENCE AND MEMORY
DESIGN.
THE RESEARCH
@curtarledge
DANIEL KAHNEMAN
@curtarledge
TIME (MINUTES) TIME (MINUTES)
10
8
6
4
2
0
0 10 20
10
8
6
4
2
0
0 10 20
PAININTENSITY
PATIENT A PATIENT B
8
7
7.5
4.5
8
1
@curtarledgeREDELMEIER, DONALD A; KAHNEMAN, DANIEL (1996). "PATIENTS' MEMORIES OF PAINFUL MEDICAL TREATMENTS: REAL-
TIME AND RETROSPECTIVE EVALUATIONS OF TWO MINIMALLY INVASIVE PROCEDURES". PAIN 66 (1): 3–8.
THE PEAK-END RULE
PEOPLE’S MEMORIES OF AN EXPERIENCE ARE BASED ON
AN AVERAGE OF THE MOST INTENSE MOMENT (THE PEAK)
AND THE FINAL MOMENT (THE END).
(DURATION NEGLECT)
@curtarledge
¯_( )_/¯
@curtarledge@curtarledge
@curtarledge
HEDONICVALUE
10
8
6
4
2
0
-2
-4
-6
-8
-10
TIME
@curtarledge
GOOD
BAD
EXPERIENCE IS A STREAM
MEMORY IS A COLLECTION OF
SNAPSHOTS
@curtarledge
10
8
6
4
2
0
-2
-4
-6
-8
-10
TIME
IMPORTANT
IMPORTANT
@curtarledge
THE DURATION
THE PEAK
THE END
@curtarledge
WHAT DO PEOPLE REMEMBER?
WHY?
@curtarledge
LIVING WITH TWO SELVES
@curtarledge
EXPERIENCING SELF REMEMBERING SELF
• “HOW DO I FEEL RIGHT NOW?”
• EXPERIENCES THE WORLD
MOMENT TO MOMENT
• FEELS PLEASURE, PAIN, JOY,
FEAR, FRUSTRATION, ETC.
• “HOW DID I FEEL OVERALL?”
• INTERPRETS OUR EXPERIENCES
AFTER THEY OCCUR
• NEGLECTS DURATION, FOCUSES ON
A FEW KEY MOMENTS
@curtarledgeKAHNEMAN, D. (2011). THINKING, FAST AND SLOW. MACMILLAN.
THE BOSS
@curtarledge
@curtarledge
@curtarledge
@curtarledge
@curtarledge
PEAK
END
@curtarledge
@curtarledge
spkr8.com/t/51691
WHAT DOES THIS MEAN
FOR USER EXPERIENCE?
@curtarledge
SHOULD WE BE
USER EXPERIENCE DESIGNERS
OR USER MEMORY DESIGNERS?
YES.
@curtarledge
DESIGN FOR BOTH SELVES
@curtarledge
FOUR GUIDELINES
@curtarledge
NOTE: THIS ISN’T “SCIENCE”
GUIDELINE 1
DON’T SCREW UP
THE ENDING
@curtarledge
BUT WHAT ABOUT BEGINNINGS?
@curtarledge
1 DON’T SCREW UP THE ENDING
LINDGAARD, G., FERNANDES, G., DUDEK, C., & BROWN, J. (2006). ATTENTION WEB DESIGNERS: YOU HAVE 50
MILLISECONDS TO MAKE A GOOD FIRST IMPRESSION!. BEHAVIOUR & INFORMATION TECHNOLOGY, 25(2), 115-126.
@curtarledge
BEGINNINGS ARE OBVIOUS.
LOOK FOR THE ENDINGS.
1 DON’T SCREW UP THE ENDING
EXPERIENCES SCALE
TIME
@curtarledge
FORLIZZI, J., & BATTARBEE, K. (2004, AUGUST). UNDERSTANDING EXPERIENCE IN INTERACTIVE SYSTEMS. IN
PROCEEDINGS OF THE 5TH CONFERENCE ON DESIGNING INTERACTIVE SYSTEMS: PROCESSES, PRACTICES, METHODS,
AND TECHNIQUES (PP. 261-268). ACM.
1 DON’T SCREW UP THE ENDING
@curtarledge
1 DON’T SCREW UP THE ENDING
COMPLETING AN ARTICLE
✓
@curtarledge
1 DON’T SCREW UP THE ENDING
SOMETHINGAWFUL.COM/NEWS/SPONSOR-AD-LINKS
COMPLETING AN ARTICLE
X
@curtarledge
1 DON’T SCREW UP THE ENDING
EXIT WEBSITE
X
@curtarledge
1 DON’T SCREW UP THE ENDING
CHECK OUT AS GUEST
✓
@curtarledge
1 DON’T SCREW UP THE ENDING
PROMO CODES
X
@curtarledge
1 DON’T SCREW UP THE ENDING
UPS.UBERFLIP.COM/I/327876-UPS-PULSE-OF-THE-ONLINE-SHOPPER-EXECUTIVE-SUMMARY/18
SHIPPING COSTS IN FINAL STEP
X
@curtarledge
1 DON’T SCREW UP THE ENDING
GITHUB.COM
DELETE
✓
@curtarledge
1 DON’T SCREW UP THE ENDING
GMAIL.COM
DELETE
✓
@curtarledge
1 DON’T SCREW UP THE ENDING
THEEMAILZOO.WORDPRESS.COM/TAG/WELCOME-EMAIL/
WELCOME EMAIL
X
UNSUBSCRIBE
@curtarledgeSPOTTHEUNSUBSCRIBE.TUMBLR.COM
1 DON’T SCREW UP THE ENDING
X
GUIDELINE 2
SLOW DOWN
(WHEN APPROPRIATE)
@curtarledge
“[META-MOMENTS ARE] TINY MOMENTS OF REFLECTION
THAT PROMPT US TO THINK CONSCIOUSLY ABOUT
WHAT WE’RE EXPERIENCING.”
ANDREW GRIMES, A LIST APART 2015
META-MOMENTS
@curtarledgeGRIMES, A. (2015, MAY 19). META-MOMENTS: THOUGHTFULNESS BY DESIGN. RETRIEVED MAY 19, 2015, FROM HTTP://
ALISTAPART.COM/ARTICLE/META-MOMENTS-THOUGHTFULNESS-BY-DESIGN
2 SLOW DOWN (WHEN APPROPRIATE)
@curtarledgeUSERONBOARD.COM/HOW-SLACK-ONBOARDS-NEW-USERS
2 SLOW DOWN (WHEN APPROPRIATE)
@curtarledgeADICTED.IO/AD/255FF0
Per Year
The CRM That Takes 25 Seconds To Set Up, But Saves Up to 124 Hours
2 SLOW DOWN (WHEN APPROPRIATE)
@curtarledgeARIELY, D. (2010, DECEMBER 15). LOCKSMITHS. RETRIEVED APRIL 05, 2016, FROM HTTP://DANARIELY.COM/2010/12/15/LOCKSMITHS/
USING TIME AS A PLACEBO
@curtarledge
2 SLOW DOWN (WHEN APPROPRIATE)
@curtarledge
2 SLOW DOWN (WHEN APPROPRIATE)
TURBOTAX.INTUIT.COM
@curtarledge
2 SLOW DOWN (WHEN APPROPRIATE)
TURBOTAX.INTUIT.COM
GUIDELINE 3
CREATE PEAK
MOMENTS
@curtarledge
@curtarledge
AWESOME + MEMORABLE = PEAK
3 CREATE PEAK MOMENTS
EMOTIONAL!
MOREWEDGE, C. K., GILBERT, D. T., & WILSON, T. D. (2005). THE LEAST LIKELY OF TIMES HOW REMEMBERING THE PAST
BIASES FORECASTS OF THE FUTURE. PSYCHOLOGICAL SCIENCE, 16(8), 626-630.
ANTICIPATION
ATTENTION
DELIGHTERS
EASTER EGGS
EXCLUSIVITY
HUMOR
PERSONALIZATION
POSITIVITY
LEVITY
LOYALTY
MICROCOPY
REWARDS
SURPRISE
TRUST
UNIQUENESS
VOICE & TONE
ELEMENTS OF EMOTIONAL DESIGN
@curtarledgeSCHMID, S. (2012, JULY 18). THE PERSONALITY LAYER – SMASHING MAGAZINE. RETRIEVED APRIL 05, 2016, FROM HTTPS://
WWW.SMASHINGMAGAZINE.COM/2012/07/THE-PERSONALITY-LAYER/
3 CREATE PEAK MOMENTS
DESIGNING FOR PEAK
MOMENTS IS HARD
@curtarledge
3 CREATE PEAK MOMENTS
@curtarledgeJAMBELLS.COM
3 CREATE PEAK MOMENTS
@curtarledgeJAMBELLS.COM
3 CREATE PEAK MOMENTS
@curtarledge
3 CREATE PEAK MOMENTS
FEATURE 1 FEATURE 2 FEATURE 3 FEATURE 4 FEATURE 5
5 6 5 4 5
@curtarledge
3 CREATE PEAK MOMENTS
FEATURE 1 FEATURE 2 FEATURE 3 FEATURE 4 FEATURE 5
6 7 6 5 6
OPTION A
@curtarledge
3 CREATE PEAK MOMENTS
FEATURE 1 FEATURE 2 FEATURE 3 FEATURE 4 FEATURE 5
OPTION B
5 6 4 5
10
THE VALUE OF PEAKS
@curtarledge
😀
😠
😀
😠
3 CREATE PEAK MOMENTS
THE VALUE OF PEAKS
@curtarledge
😀
😠
😀
😠
3 CREATE PEAK MOMENTS
IT TAKES A LOT TO RUIN A
REALLY GOOD EXPERIENCE
@curtarledgeNORMAN, D. A. (2009). THE WAY I SEE IT MEMORY IS MORE IMPORTANT THAN ACTUALITY. INTERACTIONS, 16(2), 24-26.
3 CREATE PEAK MOMENTS
PERFECTION IS SELDOM
WORTH THE EFFORT. SO
WHAT IF PEOPLE HAVE SOME
PROBLEMS WITH AN
APPLICATION, A WEBSITE, A
PRODUCT, OR A SERVICE?
WHAT MATTERS IS THE
TOTAL EXPERIENCE.”
DONALD NORMAN, 2011
NORMAN, D. A. (2009). THE WAY I SEE IT MEMORY IS MORE IMPORTANT THAN ACTUALITY. INTERACTIONS, 16(2), 24-26.
GUIDELINE 4
BE A STORY
DESIGNER
@curtarledge
THE STORY OF THE DESIGNER
WHO WAS SICK OF HEARING
ABOUT STORYTELLING
4 BE A STORY DESIGNER
@curtarledge
“RECENTLY I READ AN
INTERVIEW WITH SOMEONE
WHO DESIGNS ROLLER
COASTERS AND HE REFERRED
TO HIMSELF AS A ‘STORYTELLER.’
NO FUCKHEAD, YOU ARE NOT A
STORYTELLER, YOU’RE A
ROLLER COASTER DESIGNER!”
STEFAN SAGMEISTER, 2014
FITC. (2014, JUNE 16). YOU ARE NOT A STORYTELLER - STEFAN SAGMEISTER @ FITC. RETRIEVED MAY 01, 2016, FROM HTTPS://VIMEO.COM/98368484
THE WORLD’S GREATEST STORY
@curtarledge
POPOVA, M. (2012, NOVEMBER 26). KURT VONNEGUT ON THE SHAPES OF STORIES AND GOOD NEWS VS. BAD NEWS.
RETRIEVED APRIL 05, 2016, FROM HTTP://WWW.BRAINPICKINGS.ORG/2012/11/26/KURT-VONNEGUT-ON-THE-SHAPES-
OF-STORIES/
4 BE A STORY DESIGNER
THE DISNEY FORMULA
@curtarledgePILCHIK, B. (AUGUST 24). DISNEY MOVIES (IN 5 EASY STEPS) · JUMBO TALK. RETRIEVED APRIL 05, 2016, FROM HTTP://
ADMISSIONS.TUFTS.EDU/BLOGS/JUMBO-TALK/POST/DISNEY-MOVIES-IN-5-EASY-STEPS/
4 BE A STORY DESIGNER
EXPERIENCE IS A STREAM
MEMORY IS A COLLECTION OF
SNAPSHOTS
@curtarledge
EXPERIENCE IS A STREAM
MEMORY IS A COLLECTION OF
SNAPSHOTS A STORY
4 BE A STORY DESIGNER
From Adaptive Path’s Guide to Experience Mapping
MAP THE EXPERIENCE
@curtarledge
4 BE A STORY DESIGNER
4 BE A STORY DESIGNER
LICHAW, D. (2016, APRIL 05). THE USER’S JOURNEY. RETRIEVED MAY 01, 2016, FROM HTTP://ALISTAPART.COM/ARTICLE/THE-USERS-JOURNEY
“WE HOPED THAT BY CREATING A
SIGN-UP FLOW THAT FUNCTIONED
LIKE A STORY, THE RESULT WOULD
BE MORE ENGAGEMENT AMONG
NEW USERS, AND IT WORKED.”
DONNA LICHAW,
THE USER’S JOURNEY
@curtarledgeLICHAW, D. (2016). THE USER'S JOURNEY: STORYMAPPING PRODUCTS THAT PEOPLE LOVE. BROOKLYN: ROSENFELD
MEDIA.
THE LANGUAGE OF STORY
4 BE A STORY DESIGNER
“WE HOPED THAT BY CREATING A SIGN-UP FLOW THAT
FUNCTIONED LIKE A STORY, THE RESULT WOULD BE
MORE ENGAGEMENT AMONG NEW USERS, AND IT
WORKED.”
DONNA LICHAW, THE USER’S JOURNEY
@curtarledgeLICHAW, D. (2016, APRIL 05). THE USER’S JOURNEY. RETRIEVED MAY 01, 2016, FROM HTTP://ALISTAPART.COM/ARTICLE/
THE-USERS-JOURNEY
4 BE A STORY DESIGNER
RECAP
@curtarledge
WITH CATS
EXPERIENCE AND THE MEMORY
OF EXPERIENCE ARE DIFFERENT…
…AND MEMORY IS THE BOSS.
MEMORY BIASES THE PEAK…
…AND END MOMENTS.
TO DESIGN FOR BOTH
EXPERIENCE AND MEMORY:
1. DON’T SCREW UP THE ENDING
2. SLOW DOWN (WHEN APPROPRIATE)
3. CREATE PEAK MOMENTS
4. BE A STORY DESIGNER
THANKS!
@CURTARLEDGE
ARIELY, D. (2010, DECEMBER 15). LOCKSMITHS. RETRIEVED APRIL 05, 2016, FROM HTTP://DANARIELY.COM/2010/12/15/LOCKSMITHS/
ARIELY, D., & CARMON, Z. (2003). THE SUM REFLECTS ONLY SOME OF ITS PARTS: A CRITICAL OVERVIEW OF RESEARCH ABOUT SUMMARY ASSESSMENT OF EXPERIENCES.
TIME AND DECISION: ECONOMIC AND PSYCHOLOGICAL PERSPECTIVES ON INTER-TEMPORAL CHOICE, 323-350.
FITC. (2014, JUNE 16). YOU ARE NOT A STORYTELLER - STEFAN SAGMEISTER @ FITC. RETRIEVED MAY 01, 2016, FROM HTTPS://VIMEO.COM/98368484
FORLIZZI, J., & BATTARBEE, K. (2004, AUGUST). UNDERSTANDING EXPERIENCE IN INTERACTIVE SYSTEMS. IN PROCEEDINGS OF THE 5TH CONFERENCE ON DESIGNING
INTERACTIVE SYSTEMS: PROCESSES, PRACTICES, METHODS, AND TECHNIQUES (PP. 261-268). ACM.
GRIMES, A. (2015, MAY 19). META-MOMENTS: THOUGHTFULNESS BY DESIGN. RETRIEVED MAY 19, 2015, FROM HTTP://ALISTAPART.COM/ARTICLE/META-MOMENTS-
THOUGHTFULNESS-BY-DESIGN
KAHNEMAN, DANIEL. THINKING, FAST AND SLOW. MACMILLAN, 2011.
LICHAW, D. (2016). THE USER'S JOURNEY: STORYMAPPING PRODUCTS THAT PEOPLE LOVE. BROOKLYN: ROSENFELD MEDIA.
LINDGAARD, G., FERNANDES, G., DUDEK, C., & BROWN, J. (2006). ATTENTION WEB DESIGNERS: YOU HAVE 50 MILLISECONDS TO MAKE A GOOD FIRST IMPRESSION!.
BEHAVIOUR & INFORMATION TECHNOLOGY, 25(2), 115-126.
MOREWEDGE, C. K., GILBERT, D. T., & WILSON, T. D. (2005). THE LEAST LIKELY OF TIMES HOW REMEMBERING THE PAST BIASES FORECASTS OF THE FUTURE.
PSYCHOLOGICAL SCIENCE, 16(8), 626-630.
NORMAN, D. A. (2009). THE WAY I SEE IT MEMORY IS MORE IMPORTANT THAN ACTUALITY. INTERACTIONS, 16(2), 24-26.
PILCHIK, B. (AUGUST 24). DISNEY MOVIES (IN 5 EASY STEPS) · JUMBO TALK. RETRIEVED APRIL 05, 2016, FROM HTTP://ADMISSIONS.TUFTS.EDU/BLOGS/JUMBO-TALK/
POST/DISNEY-MOVIES-IN-5-EASY-STEPS/
POPOVA, M. (2012, NOVEMBER 26). KURT VONNEGUT ON THE SHAPES OF STORIES AND GOOD NEWS VS. BAD NEWS. RETRIEVED APRIL 05, 2016, FROM HTTP://
WWW.BRAINPICKINGS.ORG/2012/11/26/KURT-VONNEGUT-ON-THE-SHAPES-OF-STORIES/
REDELMEIER, DONALD A; KAHNEMAN, DANIEL (1996). "PATIENTS' MEMORIES OF PAINFUL MEDICAL TREATMENTS: REAL-TIME AND RETROSPECTIVE EVALUATIONS OF
TWO MINIMALLY INVASIVE PROCEDURES". PAIN 66 (1): 3–8.
SCHMID, S. (2012, JULY 18). THE PERSONALITY LAYER – SMASHING MAGAZINE. RETRIEVED APRIL 05, 2016, FROM HTTPS://WWW.SMASHINGMAGAZINE.COM/2012/07/THE-
PERSONALITY-LAYER/
SILLENCE, E., BRIGGS, P., FISHWICK, L., & HARRIS, P. (2005, MAY). GUIDELINES FOR DEVELOPING TRUST IN HEALTH WEBSITES. IN SPECIAL INTEREST TRACKS AND
POSTERS OF THE 14TH INTERNATIONAL CONFERENCE ON WORLD WIDE WEB (PP. 1026-1027). ACM.
REFERENCES

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