Nobel Prize Winner Daniel Kahneman's new book "Thinking, Fast and Slow" takes us on a fascinating tour of the brain, exploring two theoretical systems that drive the way we think and make choices:
“System 1” is fast, intuitive, and emotional
“System 2” is slower, more deliberative and more logical
As experience designers, we need to appeal to both.
I'll be highlighting some of Kahneman's findings that are relevant to us as UX people. Along the way we'll cover some key psychological principles; do some maths; and, of course, reference Steve Krug!