Small Cognitive Psychology for Big Interaction Design

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Talk I gave at Webexpo 2012 in Prague. We discussed the application of cognitive psychology principles to the design of interactive systems.

Talk I gave at Webexpo 2012 in Prague. We discussed the application of cognitive psychology principles to the design of interactive systems.

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  • 1. A little bit ofCognitive Psychology forlots of Interaction DesignWebexpo Prague 2012Jan Šrůtek | @JanSru @JanSru
  • 2. UX Designer at Flow Interactive Interaction design studio in London, par t of Foolproof Group @JanSru
  • 3. Why talk about Cog Psy?1. Understand human cognitive capabilities and limitations2. To help us evaluate our designs and design patterns more meaningfully @JanSru
  • 4. Unfortunately…Cognitive psychologyis not very accessible @JanSru Image: http://www.flickr.com/photos/ccacnorthlib/4131838228/
  • 5. We’ll talk about… Memory Persuasive design Learning Emotional design Attention ¨Neuro design¨ @JanSru
  • 6. Memory RetrievalInformation Short-term Long-term Sensory Encoding from the (working) memory memory Storageenvironment memory Encoding Storage Forgetting Forgetting @JanSru
  • 7. The truth about short-term mem.People can hold 7 +/- 2 things in short-term memory @JanSru
  • 8. Count the circles [Sorry, this doesn’t work online] @JanSru
  • 9. Short-term memory capacity 4 +/- 1 chunks of information at once Phone numbers often remembered as: 0776-136-2093 @JanSru
  • 10. Short-term memoryImplications design:STM is rather limitedRelevance for design1) When people have to remember stuff2) When problem-solving @JanSru
  • 11. Short-term memoryImplications for design:STM iseasilydisruptedDon’t interruptpeople unnecessarily- they might losetheir train of thought Image: http://www.flickr.com/photos/arselectronica/6100107956/ @JanSru
  • 12. Website: www.amazon.comSuper-tooltip @JanSru
  • 13. Website: www.amazon.comSuper-tooltip @JanSru
  • 14. Website: www.popscreen.com/joinInline validation @JanSru
  • 15. Website: www.tfl.gov.uk/tickets/default.aspxOn-demand information in context @JanSru
  • 16. Long-term memory Declarative Procedural: How (explicit) (implicit) Episodic Semantic‘experiences’ ‘what/knowledge’ @JanSru
  • 17. Long-term memory Declarative Procedural: How (explicit) (implicit) Episodic Semantic‘experiences’ ‘what/knowledge’ Storage Retrieval @JanSru
  • 18. Level-of-processing(also Depth-of-processing) Information that is analysed deeply is recalled better than information that is analysed superficially. @JanSru
  • 19. Long-term memoryImplications for design:To engage people, make your content: Relevant (to one’s circumstances) Emotional Humorous Surprising or shocking Require elaboration & reflection @JanSru
  • 20. Personally relevant copy Website: http://www.investec.co.uk @JanSru
  • 21. Fun for added engagement Website: http://convergese.com @JanSru
  • 22. Fun for added engagement Website: http://convergese.com @JanSru
  • 23. Fun for added engagement Website: http://convergese.com @JanSru
  • 24. Website: http://benthebodyguard.com/Emotions & reflection for memorability @JanSru
  • 25. @JanSru
  • 26. @JanSru
  • 27. LearningPeople prefer learning by exploration @JanSru Image: www.flickr.com/photos/dante/165394424
  • 28. System Model Interaction Design Layer User’s Mental Model Concept ConceptConcept Concept Concept @JanSru
  • 29. LearningImplications for design: Support people in building a good mental model by: 1) Starting point that orients them 2) Continuously encouraged exploration @JanSru
  • 30. Initial 1-2-3 orientation Website: http://shiply.com @JanSru
  • 31. Continuously encouraged exploration Follow usability principles to support people in exploration: Prevent errors & facilitate recovery Make things consistent & predictable Provide clear feedback for all actions Adapted from Jakob Nielsen’s good old list “Ten Usability Heuristics for User Interface Design“ @JanSru
  • 32. Continuously encouraged exploration Game: Renegade Ops @JanSru
  • 33. Memory and learning Recognition rather than Recall Search @JanSru
  • 34. Website: www.nationalrail.co.uk/Recognition rather than recall @JanSru
  • 35. AttentionSelectivity of processing Limited resource Multi-modal Top-down and bottom-up activation @JanSru
  • 36. AttentionImplications for design:Let people focus on their tasks,not on distraction presentation @JanSru Image: www.flickr.com/photos/frankenstoen/2747513279/
  • 37. AttentionImplications for design:Use progressive disclosureto reveal functionality andcontent in a planned manner @JanSru
  • 38. Images by Bill Scott: http://www.flickr.com/photos/Progressive disclosure designingwebinterfaces @JanSru
  • 39. Images by Bill Scott: http://www.flickr.com/photos/Progressive disclosure designingwebinterfaces @JanSru
  • 40. Images by Bill Scott: http://www.flickr.com/photos/Progressive disclosure designingwebinterfaces @JanSru
  • 41. Images by Bill Scott: http://www.flickr.com/photos/Progressive disclosure designingwebinterfaces @JanSru
  • 42. There’s more! @JanSru
  • 43. Do old guidelines still work? Guys, I wrote this stuff for you in 1990! @JanSru
  • 44. Human brain hasn’tchanged much overthe last 10,000 years @JanSru Image: www.flickr.com/photos/lord-jim/2245362817/
  • 45. Photo: http://www.flickr.com/photos/lapolab/5140120870/Thank you! @JanSru
  • 46. Want to know more? @JanSru