Psychology of Design - Speaker Deck

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Psychology of Design Jon Yablonski 2018

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

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Data

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Data Intuition

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Data Intuition

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IMAGE FROM AN INTRODUCTION TO HUMAN CENTERED DESIGN

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Where to start?

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LAWS OF UX

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Jakob’s Law

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Hick’s Law

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The time it takes to make a decision increases with the number and complexity of choices available.

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William Edmund Hick & Ray Hyman 1952

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RT = a + b log2 (n)

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Cognitive Load

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

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Key Takeaways Hick’s Law

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

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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

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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

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Miller’s Law

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The average person can only keep 7 (± 2) items in their working memory.

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George Miller 1956

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Myth

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Myth ITEMS SHOULD BE LIMITED TO SEVEN

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“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

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Chunking

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4 4 0 8 6 7 5 3 0 9

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( 4 4 0 ) 8 6 7 - 5 3 0 9

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Key Takeaways Miller’s Law

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

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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

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Jakob’s Law

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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.

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Jakob Nielsen 2000

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Mental Models

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“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

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ELI SCHIFF, THE MENTAL MODEL

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— A MAGAZINE IS AN IPAD THAT DOES NOT WORK

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APOLLO S-IB ROCKET CONTROL PANEL PHOTO BY JONATHAN H. WARD GOOGLE MATERIAL UI

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OLD GOOGLE CALENDAR NEW GOOGLE CALENDAR

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Key Takeaways Jakob’s Law

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

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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

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Recap

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Data Intuition

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Ethics

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

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

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GOOGLE DIGITAL WELLBEING

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SOURCE: BRINGING PEOPLE CLOSER TOGETHER / FACEBOOK

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

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As designers, it’s our responsibility to use technology for augmenting the human experience, not replacing it with virtual interaction and rewards.