Given at SHiFT 08 in Lisbon, Portugal

1. Tapping the Main Line
Designing for learned and evolved responses
Mike Stenhouse / Trampoline Systems / Donotremove

8. “ To further confound the problem of
understanding motivation, Maslow points
out that motives are not always conscious.
In the average person, he believes, they are
more often unconscious than conscious —
showing the influence on his thinking of
Freudian psychologists who have long
been concerned with the hidden causes of
human behavior.
en.wikipedia.org/wiki/Maslow%27s_hierarchy_of_needs

9. “
Unfortunately, we quickly find out that
expectations don’t drive how users
interact with our designs. They look
elsewhere, to the visual clues and a well-
designed flow, to ensure they have the
delightful experience we’re hoping for.
icanhaz.com/greatexpectations

10. Map vs Territory

11. piclens.com

12. virb.com

13. flickr.com

14. iwantsandy.com

15. “
Angry sales rep: I hate how Amazon
thinks it knows me.
overheardintheoffice.com/archives/007194.html

16. dopplr.com

17. underconsideration.com/speakup/archives/004262.html

18. “
Account executive: So, who'd you vote for?
Creative director: Obama, he's got cool logos.
overheardinnewyork.com/archives/015249.html

19. delicious-monster.com

22. Social psychology

24. Social proof

25. 37signals.com

26. techcrunch.com

27. linkedin.com

28. 37signals.com

29. trig.com

30. myspace.com/lilymusic

31. flickr.com

32. flickr.com

33. “
Here’s the cool thing about Twitter. It’s side by
side communication. Here’s a picture of Dan & I
(Ed). Say Dan twitters ‘hey, I’ve found this
amazing site, go check it out.’ Do I question it?
Do I have defenses up? No. I go straight there.
icanhaz.com/twittertao

34. youtube.com

35. facebook.com

36. Similarity

37. freshbooks.com

38. google.com

39. wordtracker.com

40. Rapport

41. “
A close and harmonious relationship in
which the people or groups concerned
understand each other's feelings or ideas
and communicate well.
“Rapport” in the dictionary

44. “
The more Themail confirmed
their expectations—that is, their mental
model of what their relationships were like
—the more they enjoyed using the tool.
alumni.media.mit.edu/~fviegas/projects/themail/study/index.htm

46. myspace.com/smatka

47. Reciprocity

49. Cadbury’s

50. Pot Noodle

51. blinksale.com

52. Permission

55. songkick.com

56. songkick.com

57. silverbackapp.com

58. “
Hartmann argued that gratification is
gained from the sheer exercise of one's
functions, as when a child is delighted by
learning to walk or to draw, and Rapaport
identified novelty-seeking as a self-
rewarding activity.
encyclopedia.com/doc/1O87-egopsychology.html

61. “ The ideal in gameplay, the goal every
developer aims for, is an experience that
keeps players in a “flow” state —
constantly surfing the edges of their
abilities without bogging down. [...] The
flow comes from constantly discovering
innovative ways to solve these open-
ended problems.
wired.com/gaming/virtualworlds/magazine/15-09/ff_halo

62. Natural limits

63. “ The assistant professor of cognitive science at
Rensselaer Polytechnic Institute has demonstrated
that the shapes of letters in 100 writing systems
reflect common ones seen in nature: Take the letter
“A”—it looks like a mountain, he says. And “Y” might
remind one of a tree with branches. He also showed
that across different languages most characters take
three strokes to write out. That’s because, he says,
three is the highest quantity a person’s brain can
perceive without resorting to counting.
sciam.com/article.cfm?id=understanding-how-our-bra

64. “
There is a span of absolute judgement that can
distinguish about seven categories and that there
is a span of attention that will encompass about
six objects at a glance.
musanim.com/miller1956/

65. havenworks.com

66. “
It seems that by adding more dimensions
and requiring crude, binary, yes-no
judgements on each attribute we can
extend the span of absolute judgement
from seven to at least 150.
musanim.com/miller1956/

67. “ Dunbar’s surveys of village and tribe sizes also appeared
to approximate this predicted value, including 150 as the
estimated size of a neolithic farming village; 150 as the
splitting point of Hutterite settlements; 200 as the upper
bound on the number of academics in a discipline’s sub-
specialization; 150 as the basic unit size of professional
armies in Roman antiquity and in modern times since
the 16th century; and notions of appropriate company
size.
en.wikipedia.org/wiki/Dunbar's_number

68. lifewithalacrity.com/2004/03/the_dunbar_numb.html

71. Pattern matching

73. kare.com

75. icanhaz.com/googleeyes

76. boxesandarrows.com/view/cues-the-golden

80. netvibes.com

81. labs.digg.com/arc

82. garrettdimon.com/archives/2008/1/22/

83. business.gov.uk

84. dopplr.com

85. Stories

88. donotremove.co.uk
oo5.whatiminto.com
trampolinesystems.com
contentwithstyle.co.uk
The End

89. Influence by Robert Cialdini
Sources of Power by Gary Klein
Permission Marketing by Seth Godin
A Theory of Fun by Raph Koster
Mind Hacks by Stafford and Webb
Blink by Malcolm Gladwell
Tricks of the Mind by Derren Brown
Yes! by Goldstein, Martin & Cialdini
Freakonomics by Levitt & Dubner
Paper

90. en.wikipedia.org/wiki/Maslow%27s_hierarchy_of_needs
underconsideration.com/speakup/archives/004262.html
everything2.com/node/1106547
en.wikipedia.org/wiki/Copycat_suicide
copyblogger.com/social-proof-herd-it-through-the-grapevine
en.wikipedia.org/wiki/Fundamental_human_needs
the-deblog.com/2008/04/shafted-41-hour.html
webventurer.com/blog/thirty-day-challenge-3/key-concepts/the-tao-of-twitter
encyclopedia.com/doc/1O87-egopsychology.html
ok-cancel.com/archives/article/2006/04/the-usability-of-urinals.html
slideshare.net/blackbeltjones/polite-pertinent-and-pretty-designing-for-the-newwave-of-personal-
informatics-493301
overheardinnewyork.com/archives/015249.html
uie.com/brainsparks/2008/06/08/uietips-article-the-wheres-and-whens-of-users-expectations
e-consultancy.com/out.asp?url=http%3A%2F%2Fwww%2Eenquiro%2Ecom
%2FEyetracking2%2DSample%2Epdf
boxesandarrows.com/view/cues-the-golden
garrettdimon.com/archives/2008/1/22/evolution_of_a_header
sciam.com/article.cfm?id=understanding-how-our-bra
musanim.com/miller1956
en.wikipedia.org/wiki/Dunbar's_number
lifewithalacrity.com/2004/03/the_dunbar_numb.html
Electronic

91. flickr.com/photos/clocky/193557826
flickr.com/photos/laurie_pink/2446789763
flickr.com/photos/luisrubio/273935981
flickr.com/photos/andrewn/192711044
flickr.com/photos/amalthya/408368786
flickr.com/photos/ulleskelf/1409518988
flickr.com/photos/paytonc/139185859
flickr.com/photos/jordanroher/228479411
flickr.com/photos/bijijoo/2121103205
flickr.com/photos/blueisbest/339161956
flickr.com/photos/citnaj/1548695025
flickr.com/photos/alexadan/2127928417
flickr.com/photos/krypto/481230057
flickr.com/photos/daadi/2197059771
flickr.com/photos/momorgan/1485263389
flickr.com/photos/blueandwhitehoops/2294861912
en.wikipedia.org/wiki/Image:CavePainting1.jpg
flickr.com/photos/niwru/91591044
flickr.com/photos/antmoose/84543977
flickr.com/photos/brainfarts/2518171466
Thanks

92. donotremove.co.uk
oo5.whatiminto.com
trampolinesystems.com
contentwithstyle.co.uk
The End