Small CogPsy for Big Interaction Design - UX Cambridge 2012

Small Cognitive Psychologyfor Big Interaction DesignUX Cambridge 2012Jan Srutek | @JanSru @JanSru

Jan = UX Designer at Flow Interactive Interaction design studio in London, par t of Foolproof Group @JanSru

Why talk about Cog Psy? Understand human cognitive1/! capabilities and limitations @JanSru Image: www.flickr.com/photos/hugo90/7019825859/

Why talk about Cog Psy? Evaluate new designs & patterns2/! more meaningfully Website: quince.infragistics.com/ @JanSru

Cognitive psychologyis not very accessible @JanSru Image: http://www.flickr.com/photos/ccacnorthlib/4131838228/

We’ll talk about… Memory Persuasive design Learning Emotional design Attention ‘Neuro design‘ @JanSru

Memory RetrievalInformation Short-term Long-term Sensory Encoding from the (working) memory memory Storageenvironment memory Encoding Storage Forgetting Forgetting @JanSru

The truth about short-term memoryPeople can hold 7 +/- 2 things in short-term memory @JanSru

Short-term memory capacity 4 +/- 1 chunks of information at once Phone numbers remembered as: 0776-136-2093 @JanSru

Short-term memoryImplications for design:STM is rather limitedRelevance for design1) When people have to remember stuff2) When problem-solving @JanSru

Short-term memoryImplications for design:STM iseasilydisrupted Image: www.flickr.com/photos/arselectronica/6100107956/ @JanSru

Short-term memoryImplications for design:STM iseasilydisrupted Image: www.mobiledesignpatterngallery.com/ @JanSru

Website: www.popscreen.com/joinInline validation @JanSru

Website: www.amazon.comSuper-tooltip @JanSru

Website: www.tfl.gov.uk/tickets/default.aspxOn-demand information in context @JanSru

Long-term memory Declarative Procedural: How (explicit) (implicit) Episodic Semantic‘experiences’ ‘what/knowledge’ @JanSru

Long-term memory Declarative Procedural: How (explicit) (implicit) Episodic Semantic‘experiences’ ‘what/knowledge’ Storage Retrieval @JanSru

Level-of-processing(also Depth-of-processing) Information that is analysed deeply is recalled better than information that is analysed superficially. @JanSru

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

Personally relevant copy Website: http://www.investec.co.uk @JanSru

Fun for added engagement Website: http://convergese.com @JanSru

Website: http://benthebodyguard.com/Emotions & reflection for memorability @JanSru

@JanSru

LearningPeople prefer learning by exploration @JanSru Image: www.flickr.com/photos/dante/165394424

System Model Interaction Design Layer User’s Mental Model Concept ConceptConcept Concept Concept @JanSru

LearningImplications for design: Support building a good mental model: 1) Starting point that orients people 2) Continuously encouraged exploration @JanSru

Learning research from 1984, with 2 groups:•  First group learnt procedures by rote,•  Second group was shown a model of the system before learning proceduresRef: Kieras & Bovair, (1984) The role of a mental model in learning to operate a device @JanSru

Results:Group that saw the concept model performed much betterRef: Kieras & Bovair, (1984) The role of a mental model in learning to operate a device @JanSru

Initial 1-2-3 orientation Website: http://shiply.com @JanSru

Continuously encouraged 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

Continuously encouraged exploration Game: Renegade Ops @JanSru

Memory and learning Recognition rather than Recall @JanSru

Memory and learning Recognition rather than Recall Search @JanSru

Website: www.nationalrail.co.uk/Recognition rather than recall @JanSru

AttentionSelectivity of processing @JanSru Image: www.flickr.com/photos/dante/165394424

Attention Limited resource Multi-modal Top-down and bottom-up activation @JanSru

AttentionImplications for design:Let people focus on their tasks,not on distraction presentation @JanSru Image: www.flickr.com/photos/frankenstoen/2747513279/

AttentionImplications for design:Use progressive disclosureto reveal functionality andcontent in a planned manner. @JanSru

Images by Bill Scott: http://www.flickr.com/photos/Progressive disclosure designingwebinterfaces @JanSru

There’s more! @JanSru

Do old guidelines still work? Guys, I wrote this stuff for you in 1990! @JanSru

Human mind hasn’tchanged much overthe last 10,000 years @JanSru Image: www.flickr.com/photos/lord-jim/2245362817/

Photo: http://www.flickr.com/photos/lapolab/5140120870/Thank you! @JanSru

Want to know more? @JanSru

What Cognitive Psychologyprinciples do you find mostuseful in your jobs? Thanks @JanSru @JanSru

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Small CogPsy for Big Interaction Design - UX Cambridge 2012

by Jan Srutek on Dec 03, 2012

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Small CogPsy for Big Interaction Design - UX Cambridge 2012 Presentation Transcript