Empathy: your secret weapon in designing for the web
Conference talk at UX Brighton
· 34 min
Nathalie Nahai, a web psychologist and author of Webs of Influence, gave this talk at UX Brighton in 2014. Her starting point: behind every screen sits a user waiting to be engaged, and whether you reach them depends on how you make them feel more than on anything else.
In the presentation, Nahai explores how the primal, emotional and rational systems in the brain can be used as a metaphorical model for building persuasive online experiences. She also shows why mirror neurons and empathy are the hidden driving force behind effective design.
Persuasive patterns such as liking and positive mimicry draw on the same emotional mechanisms.
What you'll learn
- Whether you engage users depends mostly on how you make them feel
- Primal, emotional and rational brain systems as a model for persuasive design
- Why mirror neurons and empathy drive effective design
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