We think that people are logical and rational, and that their decisions are made by careful thinking. But the reality is that the actions people take at websites – whether they decide to register, buy, or take the action we would like them to take – are made in a largely unconscious way. Although some decisions might come from the rational part of the brain, many decisions and actions are based on emotion, and many are based on automatic triggers that people react to from something at the website.

This session will introduce us to the three different brains and how web sites that talk to all three are more effective. Through visual web examples, we’ll explore the unconscious and emotional bases for decision making, how to keep and hold the attention of the unconscious mind and how the order of items and the number of choices given affect navigation. The session will also highlight automatic triggers in the brain and, among other things, practical ways to apply the latest neuroscience into your web design.

Speaker Biography: Susan Weinschenk first used a computer in the mid-1970s in graduate school. When she wrote and ran her first computer program, the printer spit out a piece of paper that said “JOB ABORTED.” Rather than being discouraged, she was fascinated by what would happen when ‘normal people’, not computer scientists, interacted with computers. Thus began a 30-year career in applying psychology to the design of technology. Susan has a Ph.D. in Psychology and her newest book – Neuro Web Design: What makes them click? – applies the latest research on neuroscience to the design of web sites. A popular speaker and presenter, her nickname is “The Brain Lady”. She is Chief of User Experience Strategy, Americas, at Human Factors International, and runs a popular blog: Whatmakesthemclick.net.

Registration for this luncheon begins September 1st.