I saw this commercial by Coke while watching the US Open Golf championship yesterday. Along with being comical, it reinforces the need to understand human behavior when trying to design a great user experience.

I recently posted about the field of Epigenetics and how this relatively new field of study should be influencing the fields of User Experience, Information Architecture, and Interaction Design.

If we don’t take the time to understand how we process information and the importance of Human Factors, we’ll be missing key aspects of how to design great products and services. Last time I checked, our brains aren’t hard wired to a server…and neither are your users.

To learn more about some of the brilliant work being done in the field of Human Factors, I recently published a Podcast on Boxes and Arrows with Björn Hartmann at MX San Francisco.

Björn is a PhD candidate in Human Computer Interaction at Stanford University and Editor-in-Chief of Ambidextrous magazine, Stanford’s Journal of Design.