User Memory Design - Curt Arledge - IA Summit 2016
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The document discusses the importance of understanding the difference between experience and memory in user experience design. It introduces guidelines for creating memorable experiences, emphasizing the peak-end rule, the significance of endings, and the creation of peak moments. The author advocates for designers to focus on both the experiencing self and the remembering self to enhance user engagement.
![[CLIFFHANGER]](https://image.slidesharecdn.com/usermemorydesigncurtarledgeiasummit2016-160509194617/85/User-Memory-Design-Curt-Arledge-IA-Summit-2016-7-320.jpg)
![“[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)](https://image.slidesharecdn.com/usermemorydesigncurtarledgeiasummit2016-160509194617/85/User-Memory-Design-Curt-Arledge-IA-Summit-2016-48-320.jpg)
User Memory Design - Curt Arledge - IA Summit 2016
- 1. USER MEMORY DESIGN DESIGNING FOR EXPERIENCES THAT STICK CURT ARLEDGE — IA SUMMIT 2016
- 2. A TALE OF TWO COLONOSCOPIES
- 3. PATIENT BPATIENT A NOTE: ACTUAL LIKENESSES UNAVAILABLE
- 4. NO PAIN 🚨 EXTREME PAIN 🚨 9 8 6 4 2 0 10 7 5 3 1
- 5. 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
- 6. PATIENT BPATIENT A PEAK PAIN: 8 PEAK PAIN: 8 REMEMBERED A WORSE TIME HAD A WORSE TIME DURATION: 24 MIN.DURATION: 8 MIN.
- 8. I WANT TO TALK TO YOU GUYS ABOUT EXPERIENCE @curtarledge
- 9. CAN INSPIRE BETTER @curtarledge UNDERSTANDING THE DIFFERENCE BETWEEN EXPERIENCE AND MEMORY DESIGN.
- 12. 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.
- 13. 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 ¯_( )_/¯
- 15. @curtarledge
- 17. EXPERIENCE IS A STREAM MEMORY IS A COLLECTION OF SNAPSHOTS @curtarledge
- 19. THE DURATION THE PEAK THE END @curtarledge WHAT DO PEOPLE REMEMBER? WHY?
- 20. @curtarledge
- 21. LIVING WITH TWO SELVES @curtarledge
- 22. 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
- 23. @curtarledge
- 24. @curtarledge
- 25. @curtarledge
- 26. @curtarledge
- 28. @curtarledge
- 29. spkr8.com/t/51691 WHAT DOES THIS MEAN FOR USER EXPERIENCE? @curtarledge
- 30. SHOULD WE BE USER EXPERIENCE DESIGNERS OR USER MEMORY DESIGNERS? YES. @curtarledge
- 31. DESIGN FOR BOTH SELVES @curtarledge
- 32. FOUR GUIDELINES @curtarledge NOTE: THIS ISN’T “SCIENCE”
- 33. GUIDELINE 1 DON’T SCREW UP THE ENDING @curtarledge
- 34. 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.
- 35. @curtarledge BEGINNINGS ARE OBVIOUS. LOOK FOR THE ENDINGS. 1 DON’T SCREW UP THE ENDING
- 36. 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
- 37. @curtarledge 1 DON’T SCREW UP THE ENDING COMPLETING AN ARTICLE ✓
- 38. @curtarledge 1 DON’T SCREW UP THE ENDING SOMETHINGAWFUL.COM/NEWS/SPONSOR-AD-LINKS COMPLETING AN ARTICLE X
- 39. @curtarledge 1 DON’T SCREW UP THE ENDING EXIT WEBSITE X
- 40. @curtarledge 1 DON’T SCREW UP THE ENDING CHECK OUT AS GUEST ✓
- 41. @curtarledge 1 DON’T SCREW UP THE ENDING PROMO CODES X
- 42. @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
- 43. @curtarledge 1 DON’T SCREW UP THE ENDING GITHUB.COM DELETE ✓
- 44. @curtarledge 1 DON’T SCREW UP THE ENDING GMAIL.COM DELETE ✓
- 45. @curtarledge 1 DON’T SCREW UP THE ENDING THEEMAILZOO.WORDPRESS.COM/TAG/WELCOME-EMAIL/ WELCOME EMAIL X
- 46. UNSUBSCRIBE @curtarledgeSPOTTHEUNSUBSCRIBE.TUMBLR.COM 1 DON’T SCREW UP THE ENDING X
- 47. GUIDELINE 2 SLOW DOWN (WHEN APPROPRIATE) @curtarledge
- 48. “[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)
- 49. @curtarledgeUSERONBOARD.COM/HOW-SLACK-ONBOARDS-NEW-USERS 2 SLOW DOWN (WHEN APPROPRIATE)
- 50. @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)
- 51. @curtarledgeARIELY, D. (2010, DECEMBER 15). LOCKSMITHS. RETRIEVED APRIL 05, 2016, FROM HTTP://DANARIELY.COM/2010/12/15/LOCKSMITHS/
- 52. USING TIME AS A PLACEBO @curtarledge 2 SLOW DOWN (WHEN APPROPRIATE)
- 53. @curtarledge 2 SLOW DOWN (WHEN APPROPRIATE) TURBOTAX.INTUIT.COM
- 54. @curtarledge 2 SLOW DOWN (WHEN APPROPRIATE) TURBOTAX.INTUIT.COM
- 56. @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.
- 57. 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
- 58. DESIGNING FOR PEAK MOMENTS IS HARD @curtarledge 3 CREATE PEAK MOMENTS
- 59. @curtarledgeJAMBELLS.COM 3 CREATE PEAK MOMENTS
- 60. @curtarledgeJAMBELLS.COM 3 CREATE PEAK MOMENTS
- 61. @curtarledge 3 CREATE PEAK MOMENTS FEATURE 1 FEATURE 2 FEATURE 3 FEATURE 4 FEATURE 5 5 6 5 4 5
- 62. @curtarledge 3 CREATE PEAK MOMENTS FEATURE 1 FEATURE 2 FEATURE 3 FEATURE 4 FEATURE 5 6 7 6 5 6 OPTION A
- 63. @curtarledge 3 CREATE PEAK MOMENTS FEATURE 1 FEATURE 2 FEATURE 3 FEATURE 4 FEATURE 5 OPTION B 5 6 4 5 10
- 64. THE VALUE OF PEAKS @curtarledge 😀 😠 😀 😠 3 CREATE PEAK MOMENTS
- 65. THE VALUE OF PEAKS @curtarledge 😀 😠 😀 😠 3 CREATE PEAK MOMENTS
- 66. 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
- 67. 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.
- 68. GUIDELINE 4 BE A STORY DESIGNER @curtarledge
- 69. THE STORY OF THE DESIGNER WHO WAS SICK OF HEARING ABOUT STORYTELLING 4 BE A STORY DESIGNER @curtarledge
- 70. “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
- 71. 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
- 72. 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
- 73. 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
- 74. From Adaptive Path’s Guide to Experience Mapping MAP THE EXPERIENCE @curtarledge 4 BE A STORY DESIGNER
- 75. 4 BE A STORY DESIGNER
- 76. 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
- 77. @curtarledgeLICHAW, D. (2016). THE USER'S JOURNEY: STORYMAPPING PRODUCTS THAT PEOPLE LOVE. BROOKLYN: ROSENFELD MEDIA. THE LANGUAGE OF STORY 4 BE A STORY DESIGNER
- 78. “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
- 80. EXPERIENCE AND THE MEMORY OF EXPERIENCE ARE DIFFERENT…
- 81. …AND MEMORY IS THE BOSS.
- 82. MEMORY BIASES THE PEAK…
- 84. TO DESIGN FOR BOTH EXPERIENCE AND MEMORY:
- 85. 1. DON’T SCREW UP THE ENDING
- 86. 2. SLOW DOWN (WHEN APPROPRIATE)
- 87. 3. CREATE PEAK MOMENTS
- 88. 4. BE A STORY DESIGNER
- 90. 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