Subconscious Thought Patterns & Digital Systems Design

How we can design digital systems safely and responsibly.

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“To some people, this might sound like black arts, but we’re already generating really useful data for clients about what elements of website design have the greatest impact.”

1. Tobii eye-tracking technology — designed to monitor what users are looking at, therefore making it possible for users to interact with computers using their eyes.

2. Electroencephalography (EEG) technology — a usually non-invasive electrophysiological monitoring method used to record electrical activity in the brain (we worked with Thom Noble at NeuroCo, the world’s first neuromarketing agency utilising this technology).

3. Biometric technology — designed to measure aspects of individuals’ biology (specifically, we used a pulse oximeter, a non-invasive device used to measure oxygen saturation of the blood).

My reference to decision-making here as an “subconscious” process may come as a surprise to some, but a ground-breaking study by Soon et al. (2008) found that decision-making, as a process, may be more subconscious than previously thought.

1. What they anticipated

2. What excited them

3. What bored them

4. What caused anxiety.

Behavioural psychologist; AI-quisitive; EY UK&I Client Technology & Innovation Officer. Views my own & don't represent EY’s position.

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