Psychology of Design

Transcript

1. Psychology of Design Jon Yablonski 2018
2. Jon Yablonski Interactive Design Lead / Vectorform JONYABLONSKI.COM @JONYABLONSKI
7. Data
8. Data Intuition
9. Data Intuition
12. IMAGE FROM AN INTRODUCTION TO HUMAN CENTERED DESIGN
13. Where to start?
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)
24. Cognitive Load
26. HTTPS://WWW.NNGROUP.COM/ARTICLES/WORKING-MEMORY-EXTERNAL-MEMORY/
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
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
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
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
84. Ethics
87. SOURCE: ABLE, ALLOWED, SHOULD; NAVIGATING MODERN TECH ETHICS
89. SOURCE: ABLE, ALLOWED, SHOULD; NAVIGATING MODERN TECH ETHICS
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
99. LAWS OF UX
100. Thank You