cognitive elements of an effective ui/ux design
DESCRIPTION
In this session we will talk about some of the design principals based on psychology and the cognitive science. We will look at the human perception and its implications for an interactive and effective visual design. You will learn some of the recent findings of cognitive science research that can help in creating a better UI/UX design for your mobile and web applications.TRANSCRIPT
Cognitive Elements of an Effective UI/UX Design
Shabnam Shahfar
@ShabnamShahfar
www.protegra.com
Shabnam Shahfar
Topics
• Human Centered Design
• UI/UX Design
• Design Principals
• Vision
• Attention
• Memory
Design
“Few people think about it or are aware of it. But there is nothing made by human beings that does not involve a design decision somewhere.” — Bill Moggridge
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Design
“The world does not understand design”
-Don Norman
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Design
• Good design starts with an understanding of psychology and technology.
• Good designers ask why
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Areas of Design
• Industrial
• Experience
• Interaction
• Artistic
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Human Centered Design
• HCD is a design philosophy.
• It means starting with a good understanding of people and the needs that the design is intended to meet.
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YOU ARE NOT
EVERYONE!
What is User Experience (UX) Design?
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UX vs. UI
Design
Two of the most important characteristics of a good design are:
• Discoverability
• Understanding
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Discoverability
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Affordance & Signifier
• Affordance is a relationship between the properties of an object and a person, e.g, a chair affords sitting.
• Signifier is the signal or clues that helps users find possible actions.
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Signifier
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Feedback
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Conceptual Model
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Human Error?!
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Human Visual Perception
What you see is not what it is!
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Foveal vs. Peripheral vision
V U Y
Y U V
Eye tracking
Eye movements
How do we know where to look when
presented with an image?
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Foveal vs. Peripheral vision
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Foveal vs. Peripheral vision
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Foveal vs. Peripheral vision
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Foveal vs. Peripheral vision
Gestalt Psychology
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The human eye sees objects in their entirety before perceiving their individual parts
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Gestalt Laws of Grouping
• Law of proximity
• Law of closure
• Law of similarity
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Law of Proximity
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Law of Proximity
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Law of Similarity
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Law of Similarity
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Law of Similarity
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Law of Closure
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Law of Closure
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Color
• Primary color to enhance your branding
• Accent color is to provide contrast for important buttons and UI elements and components
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Color
• Use color to unite user experience across multiple platforms and multiple devices
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Protanopia
No red cones
Deuteranopia
No green cones
Tritanopia
No blue cones
Normal vision
Color deficiency
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Attention
• “The addictive nature of web browsing can leave you with an attention span of nine seconds – the same as a goldfish” *
* BBC in 2002
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Memory
Working Memory Long Term Memory
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Cognitive Load
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Just like computers, human brains have a limited amount of processing power
Cognitive Load
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Average person is able to hold only 7+/- 2 units of information in short-term memory
- Cognitive psychologist George A. Miller, Princeton University [1956]
Minimizing Cognitive Load
• Avoid visual clutter
• Build on existing mental models
• Offload tasks
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@ShabnamShahfar
www.protegra.com
Shabnam Shahfar
Credits Design of every day things, Don Norman
Don’t make me think, Steve Krug
http://www.webexhibits.org/colorart/ag.html
http://en.wikipedia.org/wiki/Foveal
http://www.smashingmagazine.com/2014/03/28/design-principles-visual-perception-and-the-principles-of-gestalt/
http://ddriscollfnd111.wordpress.com/design-tips/gestalt-theory-for-designers/
https://developers.google.com/events/io/sessions/326460111
http://en.wikipedia.org/wiki/Cognitive_load
http://www.nngroup.com/articles/minimize-cognitive-load/
http://en.wikipedia.org/wiki/Attention
http://news.bbc.co.uk/2/hi/science/nature/1834682.stm
http://www.nngroup.com/articles/definition-user-experience/
http://www.nngroup.com/articles/how-long-do-users-stay-on-web-pages/
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