Are you designing for The Fast and Slow?
THERE IS NO 'ONE' USER
BUT ONE WITH MULTIPLE MODES OF THINKING
FAST AND SLOW
FAST: It allows us to make decisions very quickly based on emotion and intuition
SLOW: It allows us to make decisions logically based on previous experience, it is more difficult and costs energy.
HERE IS HOW TO DESIGN FOR THE FAST & THE SLOW?
For The Slow DESIGN TO MATCH USERS' MENTAL MODEL
For The Fast EVOKE GOOD EMOTIONS