Subconscious Thought Patterns & Digital Systems Design

How we can design digital systems safely and responsibly.

Image for post
Image for post

“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. catrionacampbell.com

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store