Using neuroscience to better understand, engage with and influence others

To do a great job successful designers need to understand, engage with and influence others; including their clients, research participants, users, and their colleagues. Enter the SCARF model…a simple Neuroscience based framework that can help us to understand the factors that make others feel relaxed and engaged rather than threatened.

by Nova Franklin, at UX Australia 2015

Transcript

1. Today’s design brief: 
 Create a customer journey map for public transport in Melbourne Nova Franklin Twitter @menovaf Using 
 Neuroscience
 to influence 
 others 1
2. 2 Understanding motivation and behaviour is the key to human centred design Why? CURRENT STATE NOVA FUTURE STATE NOVA
3. 3 But I would say that… ABOUT ME CHANGE
 MANAGEMENT CULTURE 
 CHANGE STRATEGIC AND
 SERVICE DESIGN PSYCH 1994
4. 4 Watch, absorb, learn… THEORY OF MIND
 FROM 18 MONTHS I bet they are 
 feeling horrid!
5. 5 Models of behaviour help us understand others… We all use models of behaviour to help us understand others…
7. 7 Models of behaviour help us understand others…
8. 8 Introducing SCARF SCARF is a simple, Neuroscience-based model.
9. 9 How does it help? It helps us understand what makes others feel relaxed and engaged or, threatened and disengaged. SCARF helps us to understand, interact with 
 and influence others as we design for and interact with them.
10. 10 Understanding and manipulating SCARF Status 
 Ourselves relative to others - My car, house, title Certainty 
 Predicting the future - Need to know vs consultation Autonomy 
 The freedom to choose - I made it, so I love it Relatedness 
 Trusting others - Are you safe or dangerous? Fairness 
 Equal treatment - They can’t get more than me.

11. 11 SCARF is important When the SCARF factors are present, the reward centres in our brains are activated. People are happy, generative and open. 
 They lean in.
12. 12 But, SCARF is like air… When when we don’t have enough SCARF it’s all we can think about. This can make us feel cross, anxious and depressed; unwilling and unable to be generative and open.
13. Overlaying 
 SCARF onto the design process Your turn
14. The design process 14 Understand Framing the problem Research Analysis + synthesis Insights + opportunities Explore Generating concepts Prototyping + testing Articulate Future state representation Documentation Prioritisation Roadmaps Business case Realise Detailed design Change management Piloting Refining
15. 15 Status 
 Ourselves relative to others Certainty 
 Predicting the future Autonomy 
 The freedom to choose Relatedness 
 Trusting others Fairness 
 Equal treatment
 Activity: Come up with an example in groups of three Understand Framing the problem Research Analysis + synthesis Reframing Insights + opportunities
16. 16 Explore Generating concepts Prototyping Testing Refining Activity: Come up with an example in groups of three Status 
 Ourselves relative to others Certainty 
 Predicting the future Autonomy 
 The freedom to choose Relatedness 
 Trusting others Fairness 
 Equal treatment

17. 17 Activity: Come up with an example in groups of three Articulate Future state representation Prioritisation Roadmaps Status 
 Ourselves relative to others Certainty 
 Predicting the future Autonomy 
 The freedom to choose Relatedness 
 Trusting others Fairness 
 Equal treatment

18. 18 Activity: Come up with an example in groups of three Realise Detailed design Change management Piloting Refining Status 
 Ourselves relative to others Certainty 
 Predicting the future Autonomy 
 The freedom to choose Relatedness 
 Trusting others Fairness 
 Equal treatment

19. 19 How will you remind yourself to wear your SCARF
20. 20 Any questions or comments? Thank you
21. Nova Franklin Principal, Meld Studios
 Twitter @menovaf
 nova@meldstudios.com.au 21