User Interface design
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The document discusses principles of user interface design, emphasizing the relationship between choice, autonomy, and psychological well-being. It highlights concepts such as cognitive load, desirable difficulty, and various biases that influence decision-making and user experience. Additionally, it advocates for using scientific methods and A/B testing to improve design effectiveness.
User Interface design
- 1. Narendra Kumar USER INTERFACE DESIGN
- 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
- 11. GENERAL • Use science to drive your design and A/B testing USER INTERFACE DESIGN 11
- 12. Thanks USER INTERFACE DESIGN 12
Editor's Notes
- #4: Barry Schwartz “The paradox of choice: Why more is less”
- #6: In order to attain desirable difficulty, we need to introduce disfluency
- #9: 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