2. GODS & DEMONS: LAWS OF BEAUTY
• Symmetry
• Texture
USER INTERFACE DESIGN 2
3. CHOICE PARADOX
• Autonomy and Freedom of choice are critical to our well being, and choice is critical to
freedom and autonomy. Nonetheless, though modern Americans have more choice than
any group of people ever has before, and thus, presumably, more freedom and autonomy,
we don't seem to be benefiting from it psychologically.
USER INTERFACE DESIGN 3
4. COGNITIVE LOAD
• Total amount of mental effort being used in the working memory.
USER INTERFACE DESIGN 4
5. DESIRABLE DIFFICULTY
• A learning task that requires a considerable but desirable amount of effort, thereby
improving long-term performance.
• Disfluency
USER INTERFACE DESIGN 5
6. CLOSURE
• An individual's desire for a firm answer to a question and an aversion toward ambiguity.
• Denotes a motivated tendency to seek out information.
USER INTERFACE DESIGN 6
7. FUNCTION FOLLOWS FORM
• Fast-testing your application
• Halo effect
• Best way to increase the perceived usability and
trustworthiness is to make it prettier
• Asymmetric nature of complexity
• Always better to err on the side of simplicity
• Beauty in the eyes of beholder
• Personalize for your demographics
USER INTERFACE DESIGN 7
8. DISPLAY BIASES
• Middle bias
• Top-left bias
• Cultural bias
• Hot spots/ cold spots
• Blind spots
• Horizontal bias
• Decision speed
• The faster we search and choose, and the more we
attempt to multitask, the stronger our visual biases are
USER INTERFACE DESIGN 8
9. DESIRABLE DIFFICULTY
• Upside of hard
• Disfluency
• Visual disfluency
• Cognitive disfluency
• Use cognitive disfluency to slow the mind down
• Calibrate disfluency to fit your site’s goals
USER INTERFACE DESIGN 9
10. CHOICE OPPORTUNITY
• Offer a manageable consideration set
• Personalize categories
• Incorporate choice tournaments
• Manage regret with choice closure
• Avoid navigation overload
• Manage attribute overload
• Maximize satisfaction, not clicks
USER INTERFACE DESIGN 10
Barry Schwartz “The paradox of choice: Why more is less”
In order to attain desirable difficulty, we need to introduce disfluency
Items in middle shelf are more likely to chosen in supermarket
If no middle option(2*2 matrix)- top-left are chosen
In right to left language readers select top right cell
High margin products/most used features on hot spots