This document provides an overview of user experience (UX) design principles and processes. It begins with definitions of UX and UI, then outlines the typical UX design process of understanding user needs, prototyping, and testing designs. Key principles discussed include placing elements according to visual importance and proximity, limiting options to aid decision making, using implicit visual cues to guide users, and designing for readability and scannability. Gestalt principles of grouping and flow are also covered. The document aims to explain how understanding cognitive processes can help designers create more effective interfaces.

2. Let the Magic Begins...

3. Objective:
 Intro
 UX vs UI
 What is UX
 The UX design process
 Principles in Practice

4. [
UX design is a commitment to building products with the
customer in mind
- Marieke McCloskey Director of Research at UserTesting
UX design is the art and science of generating positive
emotions through product interactions
- Tomer Sharon Senior UX Researcher at Google

16. Before Starting to Design:
 What functions is the page supposed to offer?
 What is your target user? What type of user will be using the page?
 What is it you want the user to do on the page? Which actions do you expect
from the user?
The goal is to create the most effective design that will cater to all your
expectations as laid out in the beginning.

17. Forces and Gravity:

19. Content Placement Guideline:

20. Model in Action

21. Primary Optical Area Strong Follow
Weak Follow Terminal Area
Our UI

23. Putting Elements in Order:

25. 1
2 3 4
5
6
7

27. Assisting Decision Making:
 Hick’s Law : the more options we have – the longer it takes to make a decision.
 Paradox of Choice : whenever we have too many options to choose from, we choose not to
choose.
 Thank God We Have Miller : the law of 5 plus/minus 2 options (offer between 3 and 7 options )
"Understanding how each step of the cognitive process works is a goldmine for designers"

28. The Four Rules of Decision Making:
 The more options we have – the longer it takes to make a decision.
 Whenever we have too many options to choose from, we choose not to choose.
 Whenever we do choose between too many options to choose from we feel
bad about our choice.
 Effective decision making is achieved when we have 3-7 options to choose
from.

29. Dealing with Complex Structures:

33. Implicit Flow Instructions:
 The World of Gestalt
 The Power of Proximity:
The rule of proximity shows us that the distance between elements will guide the way we perceive
them
 What Made You Group?
This is exactly where the principle of proximity is working its magic. The fact that a few elements
have an equal distance between one another, and a bigger distance between them and the other
group, made us treat them as separate groups.

34. Applying Gestalt in Our Layout Design:

37. Making things Readable and Scanable:
T.M.I
(Too Much Information)
TL;DR
Too-long-didn’t-read

38. Z - Model
F - Model

40. The Rule of 7 Seconds:
 The 7 second rule is a great tool for testing the ‘scannability’ of your page.
 This isn’t only relevant for web interfaces and promotional pages.
 This rule can also be applied when dealing with users who are frequently
using
a known interface.

45. It's time to Say Good Bye ..
THANK YOU