Psychology of Design

Psychology of Design

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Jon Yablonski

March 09, 2018
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  1. Psychology of Design Jon Yablonski 2018

  2. Jon Yablonski Interactive Design Lead / Vectorform JONYABLONSKI.COM @JONYABLONSKI

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  7. Data

  8. Data Intuition

  9. Data Intuition

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  12. IMAGE FROM AN INTRODUCTION TO HUMAN CENTERED DESIGN

  13. Where to start?

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  17. LAWS OF UX

  18. Jakob’s Law

  19. Hick’s Law

  20. The time it takes to make a decision increases with

    the number and complexity of choices available.
  21. William Edmund Hick & Ray Hyman 1952

  22. RT = a + b log2 (n)

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  24. Cognitive Load

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  26. HTTPS://WWW.NNGROUP.COM/ARTICLES/WORKING-MEMORY-EXTERNAL-MEMORY/

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  36. Key Takeaways Hick’s Law

  37. Key Takeaways 1. Too many choices will increase the cognitive

    load for users. Hick’s Law
  38. Key Takeaways 1. Too many choices will increase the cognitive

    load for users. 2. Break up long or complex processes into screens with fewer options. Hick’s Law
  39. Key Takeaways 1. Too many choices will increase the cognitive

    load for users. 2. Break up long or complex processes into screens with fewer options. 3. Use progressive on-boarding to minimize cognitive load for new users. Hick’s Law
  40. Miller’s Law

  41. The average person can only keep 7 (± 2) items

    in their working memory.
  42. George Miller 1956

  43. Myth

  44. Myth ITEMS SHOULD BE LIMITED TO SEVEN

  45. “Miller’s magical number seven is often misunderstood to mean that

    humans can only process seven chunks at any given time. As a consequence, confused designers will sometimes misuse this finding to justify unnecessary design limitations.” — KATE MORAN, HOW CHUNKING HELPS CONTENT PROCESSING
  46. Chunking

  47. 4 4 0 8 6 7 5 3 0 9

  48. ( 4 4 0 ) 8 6 7 - 5

    3 0 9
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  56. Key Takeaways Miller’s Law

  57. Key Takeaways 1. Break text and content into smaller chunks

    to help users process, understand, and remember it better. Miller’s Law
  58. Key Takeaways 1. Break text and content into smaller chunks

    to help users process, understand, and remember it better. 2. Don’t use the ‘magical number 7’ to justify unnecessary design limitations. Miller’s Law
  59. Key Takeaways 1. Break text and content into smaller chunks

    to help users process, understand, and remember it better. 2. Don’t use the ‘magical number 7’ to justify unnecessary design limitations. 3. Remember that the short-term memory capacity will vary per individual. Miller’s Law
  60. Jakob’s Law

  61. Users spend most of their time on other sites, and

    they prefer your site to work the same way as all the other sites they already know.
  62. Jakob Nielsen 2000

  63. Mental Models

  64. “A mental model is based on belief, not facts: that

    is, it’s a model of what users know (or think they know) about a system such as your website.” — JAKOB NIELSEN, MENTAL MODELS
  65. ELI SCHIFF, THE MENTAL MODEL

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  67. — A MAGAZINE IS AN IPAD THAT DOES NOT WORK

  68. APOLLO S-IB ROCKET CONTROL PANEL PHOTO BY JONATHAN H. WARD

    GOOGLE MATERIAL UI
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  73. OLD GOOGLE CALENDAR NEW GOOGLE CALENDAR

  74. Key Takeaways Jakob’s Law

  75. Key Takeaways 1. Users will transfer expectations they have built

    around one familiar product to another that appears similar. Jakob’s Law
  76. Key Takeaways 1. Users will transfer expectations they have built

    around one familiar product to another that appears similar. 2. By leveraging existing mental models, we can create superior user- experiences in which the user can focus on their task rather than learning new models. Jakob’s Law
  77. Key Takeaways 1. Users will transfer expectations they have built

    around one familiar product to another that appears similar. 2. By leveraging existing mental models, we can create superior user- experiences in which the user can focus on their task rather than learning new models. 3. Minimize discordance by empowering users to continue using a familiar version for a limited time. Jakob’s Law
  78. Recap

  79. Data Intuition

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  84. Ethics

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  87. SOURCE: ABLE, ALLOWED, SHOULD; NAVIGATING MODERN TECH ETHICS

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  89. SOURCE: ABLE, ALLOWED, SHOULD; NAVIGATING MODERN TECH ETHICS

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  91. GOOGLE DIGITAL WELLBEING

  92. SOURCE: BRINGING PEOPLE CLOSER TOGETHER / FACEBOOK

  93. SOURCE: ABLE, ALLOWED, SHOULD; NAVIGATING MODERN TECH ETHICS

  94. As designers, it’s our responsibility to use technology for augmenting

    the human experience, not replacing it with virtual interaction and rewards.
  95. Resources

  96. HUMANETECH.COM

  97. COGNITIVE UXD NEWSLETTER

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  99. LAWS OF UX

  100. Thank You