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Bojana Jam: Designs for the Human Mind

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September 01, 2016

Bojana Jam: Designs for the Human Mind

Coming from a background in Architectural design, Bojana is a Senior UX Designer at Typeform in Barcelona. She honed her design skills in San Francisco while focusing on the underlying drivers of human behavior. In her perfect world, technology would be designed around human biology and a small jar of Nutella would be delivered to her desk, daily. In her free time she enjoys tango, brunch and occasionally writes about herself in third person.

Have you ever wondered why some interfaces are more “intuitive” than others? What makes one UI resonate with people while another doesn’t? This talk is meant to shed a bit more light on this mystery. In some ways the human mind is incredibly adaptable while in other ways it seems to be stuck in the stone ages. This dichotomy presents interesting obstacles and opportunities for those of us designing and building digital experiences for humans.

Twitter: https://twitter.com/bojanajam



September 01, 2016


  1. Hello, I’m Bojana

  2. Designs for the Human Brain @bojanajam

  3. Understanding the WHY

  4. What is Design?

  5. de·sign dəˈzīn/ noun a plan or drawing produced to show

    the look and function or workings of a building, garment, or other object before it is built or made.
  6. Aesthetic Functional Economic Sociopolitical Research Thought Prototyping & Modeling Interactive

    adjustment Re-design
  7. user experience de·sign dəˈzīn/ noun UX, UXD, UED or XD,

    is the process of enhancing user satisfaction by improving the usability, accessibility, and pleasure provided in the interaction between the user and the product.
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  9. We live in a world of interfaces

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  12. #1 Purpose of UI: Abstraction of Complexity

  13. The Human Brain

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  21. How is the human mind static?

  22. Our Vision

  23. Vision is optimized for contrast

  24. Peripheral Vision By Zyxwv99 - Own work, CC BY-SA 4.0,

  25. Designing for How We See • optimize text and background

    for contrast & therefor readability • muted colors are difficult to see particularly when objects are thin or small • use peripheral motion sparingly & only when necessary
  26. Memory

  27. Recall is Hard

  28. Recognition is Easier

  29. Designing for How We Remember • bring the person back

    into the same place they left off as last time in the app • visually distinguish done and not done • show relevant information only when relevant
  30. Goal Focused

  31. Change Blindness

  32. Designing for How We Think • make it easy for

    your users to do their task • anything irrelevant to the goal is an obstacle
  33. How the mind is Plastic

  34. The Brain is a Pattern Recognition Machine

  35. Designing With Patterns

  36. Designing With Patterns • use recognizable patterns and metaphors for

    easy recognition • evolve a button or icon over time • create at least some depth in visual language
  37. Mirror Neurons

  38. Designing for How We Learn • show rather than tell

    with examples • start with the context • give relevant info at the appropriate time
  39. How we Learn Best

  40. Imagine a world of UIs designed for how we think

    and see best.
  41. Thank You :)

  42. • Designing for the Mind In Mind • American Academy

    of Optometry • NCBI - National Center for Biotechnology Information • Wikipedia: cerebral cortex, human brain, etc. • http://serendip.brynmawr.edu/bb/kinser/Structure1.html Sources