Memory Blindness: watch this from min 1:18sec... Memory blindness is an interesting area. Around 75% of us don’t take onboard anything like the data we thought we do. We're clearly not Jason Bourne! But the relevance of this topic is the misunderstanding of what goes into digital experiences. If we can not take on-board/absorb the very basic data why are our websites, services, info all screaming large amounts of data at us? Think ebay, Amazon etc... they all have to seriously re-think their interfaces and UX. My best advice; design sites like they were APPs. Namely simple simple simple! Afterall our conscious minds really are not as smart as we like to think they are. (… oh, and yes the sub conscious is. So this is where persuasive websites can subtly and powerfully influence our actions ensuring maximum value and conversions .. lots of tricks available, more of this later).