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

1. Psychology of
Interaction Design

2. History of
Interaction Design

3. Interaction Design and its discipline’s
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4. Human Factors
▪ During World War II, a group of cognitive
psychologist were asked to improve the safety
of airplanes.
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5. Usability
▪ Putting ‘Users’ FIRST, usability is how easily a
human can use any product, operate it without
any hiccups
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6. User Experience (UX)
▪ Term was first coined by Donald(Don) Norman.
Apart from ease of use, enhancing effectiveness
and efficiency; UX adds satisfaction
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7. People Centered
Design
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8. Role of Psychology in
Design

9. What is Psychology?
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10. What is Psychology?
▪ A pattern
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11. What is Psychology?
▪ A pattern of Human Behavior
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12. What is Psychology?
▪ A pattern of Human Behavior
▪ It’s a…
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13. What is Psychology?
▪ A pattern of Human Behavior
▪ It’s a… Cycle
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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)
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15. Why is it Important?
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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.
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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.
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18. 18
Easy Definition of controls

19. 19
Easy Definition of controls

20. ““A device is easy to use
when the set of possible
actions is visible, when
the controls and displays
exploit natural
mappings.”
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21. Interaction Design in
India

22. User Group In India
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https://www.statista.com/statistics/271312/urbanization-in-india/

23. Confusion @ ATM in India
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24. Confusion @ ATM in India
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1 2

25. Confusion @ ATM in India
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1 2
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26. Confusion @ ATM in India
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1 2
3 4

27. “User needs first:
Technology second.
― Donald A. Norman
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28. Principles of
Psychology in UX

29. Congitive
Defines the thought processes
of the user
Can be divided:
Social
Defines the behavior of the
user
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30. Cognition
▪ Attention
▫ Selective and Divided attention
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31. Cognition
▪ Attention
▫ Selective and Divided attention
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32. 32

33. Cognition
▪ Attention
▪ Learning and Memory
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34. 34

35. Cognition
▪ Attention
▪ Learning and Memory
▪ Perception
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36. Cognition
▪ Attention
▪ Learning and Memory
▪ Perception
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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.
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38. LET’S REVIEW SOME CONCEPTS
Fitt’s Law
Gestalt’s Law
Hick’s Law
Miller’s Law
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Von Restorff effect
Serial Position effect

39. FITT’S LAW
“It is easier and faster to
hit larger target closer to
you than smaller target
further from you”
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40. GESTALT’S LAWS
Gestalt’s Law
Law of Similarity
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41. GESTALT’S LAWS
Gestalt’s Law
Law of Similarity
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Gestalt’s Law
Law of Continuation

42. GESTALT’S LAWS
Gestalt’s Law
Law of Similarity
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Gestalt’s Law
Law of Continuation
Gestalt’s Law
Law of Closure

43. GESTALT’S LAWS
Gestalt’s Law
Law of Similarity
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Gestalt’s Law
Law of Continuation
Gestalt’s Law
Law of Closure
Gestalt’s Law
Law of Proximity

44. GESTALT’S LAWS
Gestalt’s Law
Law of Similarity
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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. HICK’S LAW
“Increasing the number of
choices will increase
decision time”
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46. MILER’S LAW
“An average person can
hold 7 (+/- 2) numbers of
items in their working
memory”
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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!
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48. Serial Position Effect
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It is the propensity of a user to best remember the first and last items in a series.
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2
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49. 49

50. ““We must design for the
way people behave,
not for how we would
wish them to behave.”
― Donald A. Norman
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51. THANKS!
Any questions?
You can find me at:
bhartisharma81@gmail.com
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52. THANKS!
Any questions?
You can find me at:
bhartisharma81@gmail.com
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