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Psychology of Interaction Design

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Bharti Sharma, Design manager at TECHVED Consulting spoke about Psychology of Interaction Design at the 26th UXploration.

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Psychology of Interaction Design

  1. 1. Psychology of Interaction Design
  2. 2. History of Interaction Design
  3. 3. Interaction Design and its discipline’s 3
  4. 4. Human Factors ▪ During World War II, a group of cognitive psychologist were asked to improve the safety of airplanes. 4
  5. 5. Usability ▪ Putting ‘Users’ FIRST, usability is how easily a human can use any product, operate it without any hiccups 5
  6. 6. User Experience (UX) ▪ Term was first coined by Donald(Don) Norman. Apart from ease of use, enhancing effectiveness and efficiency; UX adds satisfaction 6
  7. 7. People Centered Design 7
  8. 8. Role of Psychology in Design
  9. 9. What is Psychology? 9
  10. 10. What is Psychology? ▪ A pattern 10
  11. 11. What is Psychology? ▪ A pattern of Human Behavior 11
  12. 12. What is Psychology? ▪ A pattern of Human Behavior ▪ It’s a… 12
  13. 13. What is Psychology? ▪ A pattern of Human Behavior ▪ It’s a… Cycle 13
  14. 14. “With the passage of time, the psychology of people stays the same, but the tools and objects in the world change. ― Donald A. Norman (Design of Everyday things) 14
  15. 15. Why is it Important? 15
  16. 16. Why is it Important? ▪ We design technology for the USERS/ People /Humans to use them without flaw, without making them feel they are stupid. 16
  17. 17. Why is it Important? ▪ We design technology for the USERS/ People /Humans to use them without flaw, without making them feel they are stupid. 17
  18. 18. 18 Easy Definition of controls
  19. 19. 19 Easy Definition of controls
  20. 20. ““A device is easy to use when the set of possible actions is visible, when the controls and displays exploit natural mappings.” 20
  21. 21. Interaction Design in India
  22. 22. User Group In India 22 https://www.statista.com/statistics/271312/urbanization-in-india/
  23. 23. Confusion @ ATM in India 23 1
  24. 24. Confusion @ ATM in India 24 1 2
  25. 25. Confusion @ ATM in India 25 1 2 3
  26. 26. Confusion @ ATM in India 26 1 2 3 4
  27. 27. “User needs first: Technology second. ― Donald A. Norman 27
  28. 28. Principles of Psychology in UX
  29. 29. Congitive Defines the thought processes of the user Can be divided: Social Defines the behavior of the user 29
  30. 30. Cognition ▪ Attention ▫ Selective and Divided attention 30
  31. 31. Cognition ▪ Attention ▫ Selective and Divided attention 31
  32. 32. 32
  33. 33. Cognition ▪ Attention ▪ Learning and Memory 33
  34. 34. 34
  35. 35. Cognition ▪ Attention ▪ Learning and Memory ▪ Perception 35
  36. 36. Cognition ▪ Attention ▪ Learning and Memory ▪ Perception 36
  37. 37. Cognition ▪ Attention ▪ Learning and Memory ▪ Perception ▪ Problem Solving, Reasoning and Decision Making ▫ Users choose among different possibilities, build strategies, take decisions and solve the problems with help of their knowledge, previous experience and common sense. 37
  38. 38. LET’S REVIEW SOME CONCEPTS Fitt’s Law Gestalt’s Law Hick’s Law Miller’s Law 38 Von Restorff effect Serial Position effect
  39. 39. FITT’S LAW “It is easier and faster to hit larger target closer to you than smaller target further from you” 39
  40. 40. GESTALT’S LAWS Gestalt’s Law Law of Similarity 40
  41. 41. GESTALT’S LAWS Gestalt’s Law Law of Similarity 41 Gestalt’s Law Law of Continuation
  42. 42. GESTALT’S LAWS Gestalt’s Law Law of Similarity 42 Gestalt’s Law Law of Continuation Gestalt’s Law Law of Closure
  43. 43. GESTALT’S LAWS Gestalt’s Law Law of Similarity 43 Gestalt’s Law Law of Continuation Gestalt’s Law Law of Closure Gestalt’s Law Law of Proximity
  44. 44. GESTALT’S LAWS Gestalt’s Law Law of Similarity 44 Gestalt’s Law Law of Continuation Gestalt’s Law Law of Closure Gestalt’s Law Law of Proximity Gestalt’s Law Law of Figure and Ground
  45. 45. HICK’S LAW “Increasing the number of choices will increase decision time” 45
  46. 46. MILER’S LAW “An average person can hold 7 (+/- 2) numbers of items in their working memory” 46
  47. 47. VON RESTORFF EFFECT Predicts that when multiple similar objects are present, the one that differs from the rest is most likely to be remembered! 47
  48. 48. Serial Position Effect 48 It is the propensity of a user to best remember the first and last items in a series. 1 2 3
  49. 49. 49
  50. 50. ““We must design for the way people behave, not for how we would wish them to behave.” ― Donald A. Norman 50
  51. 51. THANKS! Any questions? You can find me at: bhartisharma81@gmail.com 51
  52. 52. THANKS! Any questions? You can find me at: bhartisharma81@gmail.com 52

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