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Psychology of Design

Psychology of Design

Jon Yablonski

March 09, 2018
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  1. The time it takes to make a decision increases with

    the number and complexity of choices available.
  2. 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
  3. 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
  4. “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
  5. Key Takeaways 1. Break text and content into smaller chunks

    to help users process, understand, and remember it better. Miller’s Law
  6. 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
  7. 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
  8. 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.
  9. “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
  10. Key Takeaways 1. Users will transfer expectations they have built

    around one familiar product to another that appears similar. Jakob’s Law
  11. 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
  12. 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
  13. As designers, it’s our responsibility to use technology for augmenting

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