Video: Intuition and User Cognition in Experience Design / Yoram Rosner

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In the international bestseller, Thinking, Fast and Slow, Daniel Kahneman, the renowned psychologist and winner of the Nobel Prize in Economics, takes us on a groundbreaking tour of the mind and explains the two systems that drive the way we think. System 1 is fast, intuitive, and emotional; System 2 is slower, more deliberative, and more logical.

When we design products we employ the analytical part of our brain (System 2). However when people actually use our products they often employ another mental system (System 1), which is instinctive and intuitive rather than analytical.

In a sense, the aspiration that PMs and UX Architects employing System 2 will succeed in creating experiences for users employing System 1 – is futile… If we are to design better products we have to master the building blocks that come into play when the intuitive System 1 takes the lead.



Yoram Rosner, CEO at  5IVE :: Innovation & UX, is one of the most experienced product innovators and user experience architects in Israel, he has created products and user experiences for numerous companies, both in Israel and abroad.


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