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Designing With the 

Mind in Mind:

The Psychological Basis
for UI Design Rules!
    Jeff Johnson

    UI Wizards, Inc."


                          1
UI Design Guidelines

(Shneiderman, 1987, 1998, …, 2010)!
  Strive for consistency
  Cater to universal usability
  Offer informative feedback
  Design task-flows to yield closure
  Prevent errors
  Permit easy reversal of actions
  Make users feel they are in control
  Minimize short-term memory load
                                         2
UI Design Guidelines

(Nielsen & Molich, 1993)!
    Visibility of system status
    Match between system & real world
    User control & freedom
    Consistency & standards
    Error prevention
    Recognition rather than recall
    Flexibility & efficiency of use
    Aesthetic & minimalist design
    Help users recognize, diagnose, & recover from errors
    Provide online documentation & help
                                                         3
UI Design Guidelines

(Stone et al, 2005)!
  Visibility: First step to goal should be clear
  Affordance: Control suggests how to use it
  Feedback: Should be clear what happened or is
   happening
  Simplicity: as simple as possible & task-focused
  Structure: content organized sensibly
  Consistency: similarity for predictability
  Tolerance: prevent errors, help recovery
  Accessibility: usable by all intended users, despite
   handicap, access device, or environmental conditions

                                                     4
Applying Usability Guidelines!
  UI Guidelines are based on how people
   perceive, think, learn, act
  UI designers want reasons for rules
  UI guidelines are not rote recipes
  Applying them effectively requires
   understanding their scientific basis
    Determining rule applicability & precedence
    Balancing trade-offs between competing rules
                                                5
Facts about Human

Perception & Cognition!
  We perceive what we expect
  Our vision is optimized to see structure
  We seek and use visual structure
  Reading is unnatural
  Our color vision is limited
  Our peripheral vision is poor


                                              6
Facts about Human

Perception & Cognition (cont.)!
  Our attention is limited; Our memory is imperfect
  Limits on attention shape our thought & action
  Recognition is easy; recall is hard
  Learning from experience & performing learned
   actions are easy; problem-solving & calculation
   are hard
  Many factors affect learning
  We have real-time requirements

                                                 7
We Perceive What We Expect!
Our perception is biased by:
  Our experience
  The context
  Our goals




                               8
We Perceive What We Expect!




                              9
We Perceive What We Expect!

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                                     10
We Perceive What We Expect!




     T	

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                              11
We Perceive What We Expect!
  Our perception & attention focuses almost
   totally on our goals
  Tend not to notice things unrelated to goal




                                             12
We Perceive What We Expect!




                              13
Our Vision is Optimized

to See Structure!
Gestalt Principles of Visual Perception
  Proximity
  Similarity
  Continuity
  Closure
  Symmetry
  Figure/ground
  Common fate
                                          14
Gestalt Principle: Closure!
  We tend to see whole, closed objects, not
   collections of fragments




  Overlapping circles & triangles,
   not odd fragments
                                           15
Gestalt Principle: Closure!
  We tend to see whole, closed objects, not
   collections of fragments




  Stacked letters, not odd bits of images

                                             16
Gestalt Principle: Symmetry!
  We tend to see simple figures rather than
   complex ones




  E.g., two overlapping diamonds;
   not other, more complex combinations
                                               17
Gestalt Principle: Symmetry!
  Thagard: Coherence in Thought & Action




                                            18
We Seek & Use Structure!
Structured info is easier to perceive
  Unstructured:
  You are booked on United flight 237, which
  departs from Auckland at 14:30 and arrives at
  San Francisco at 11:40 Tuesday 15 Oct
  Structured:
  Flight: United 237, Auckland  San Francisco
     Depart: 14:30 Tue 15 Oct
     Arrive: 11:40 Tue 15 Oct
                                             19
We Seek & Use Structure!
Visual hierarchy gets people to goal faster




                                              20
Reading is Unnatural!
  We’re pre-wired for language
    Brain learns language easily in childhood
    Nearly everyone learns a language
  We are not pre-wired for reading
    Brain has no special facility for reading
    Learning reading is like learning other skills:
     Writing, arithmetic, reading music, kung fu
    Same brain areas mediate
    Many people never learn to read well, or at all

                                                       21
Reading is Unnatural!
  Poor text presentation can disrupt reading
  Unfamiliar words:
  Bailiwick, penultimate, heretofore, defragment
  Difficult typefaces
  TEXT IN ALL CAPS, ESPECIALLY IN A FANCY FONT
  Patterned background or poor contrast



                                                   22
Reading is Unnatural!
  Poor text presentation can disrupt reading
  Centered text
               Four score and seven
      years ago our forefathers brought forth on
                 this continent a new
      nation, conceived in liberty and dedicated
                   to the proposition
                         that all
               men are created equal.

                                               23
Our Color Vision is Limited!
  Our color vision is based on differences




                                              24
Our Color Vision is Limited!
  Our vision is optimized to see contrasts --
   edges & changes, not absolute levels



                                   	

                                  A:

                                  B:	





                                             25
Jeff Johnson at BayCHI: Designing with the Mind in Mind
Our Color Vision is Limited!
  We have trouble discriminating:
    pale colors
    small color patches
    separated patches




                                     27
Our Color Vision is Limited!
  Federal Reserve Bank (Minn)




  ITN.net



                                 28
Our Color Vision is Limited!
  Some people have color-blindness
    ~ 8% of males
    ~ 0.5% of females
  E.g., colors that would be hard for
   red-green colorblind people to distinguish




                                                29
Our Color Vision is Limited, so!
  Don’t rely solely on color
    Use redundantly with other cues
  E.g., Let’s improve ITN.net



  How they improved it:


                                       30
Our Peripheral Vision is Poor!
  Client internal Web-app




                                 31
Our Peripheral Vision is Poor!




                                 32
Our Peripheral Vision is Poor!




                                 33
Our Peripheral Vision is Poor!
  Airborne.com




                                 34
Our Peripheral Vision is Poor, so!
  Common methods of getting seen
      Put where users are looking
      Put near the error
      Use red for errors
      Use error symbol




                                     35
Our Peripheral Vision is Poor, so!
  AOL.com




                                     36
Our Peripheral Vision is Poor, so!
  Common methods of getting seen
      Put where users are looking
      Put near the error
      Use red for errors
      Use error symbol
  Heavy artillery: use sparingly
    Popup in error dialog box
    Audio: beep
    Flash or wiggle briefly (not continuously)
                                                  37
Our Peripheral Vision is Poor, so!
   Client internal web-app, improved




                                        38
Our Attention is Limited;

Our Memory is Imperfect!

  Short-term memory (STM)
  Long-term memory (LTM)




                             39
Our Attention is Limited;

Our Memory is Imperfect!

Short-term memory (STM)
  Represents conscious mind
    Attention: what we’re attending to NOW
    Not a separate store; Focii of attention in LTM
  Capacity: 3-5 unrelated items
    “Magical number 7” was over-estimate
    Goals, numbers, words, objects (actually features)
  New items can “grab” attention from old
  Easy to forget goals or info
                                                          40
Our Attention is Limited;

Our Memory is Imperfect!

Short-term memory (STM) test:
  Memorize: 3 8 4 7 5 3 9
  Say your phone number backwards
  Memorize: 3 1 4 1 5 9 2
  Memorize: 1 3 5 7 9 11 13
  Memorize: town river corn string car shovel
  Memorize: what is the meaning of life
                                            41
Our Attention is Limited;

Our Memory is Imperfect!

  Slate.com



  Blooper:
   Search terms
   not shown
   (short-term
   memory)
                             42
Our Memory is Imperfect!
Long-term memory (LTM)
  Memories = broad patterns of neural activity
    Experiences trigger patterns corresponding to features
    Similar experience triggers same pattern  recognition
    Internal neural activity triggers pattern  recall
  Stores a lifetime of experience, but…
    error-prone, impressionist, free-associative, easily biased
    Memories change when features are dropped or added
       See whale-shark, remember whale
    Seldom-followed routines hard to recall
       Reason for written food recipes, pilot checklists, etc.
                                                                  43
Our Memory is Imperfect!
Long-term memory (LTM) test:
  Was there a roll of tape in the toolbox?
  What was your previous phone number?
  Pollack painting
   or dalmatian?




                                              44
Our Memory is Imperfect, so…!
Don’t burden long-term memory




                                45
Limits on Attention Shape Our
Thought & Action!
  We barely pay attention to computer tools
    Focus attention on own goals, data
  Think about computer, UI very superficially
    Krug: Don’t Make Me Think (about your software)
  Focused on achieving goal
    Prefer familiar paths over exploration
    User: “I’m in a hurry, so I’ll do it the long way.”
  Very literal in following “scent” toward goal
                                                      46
Limits on Attention Shape Our
Thought & Action!




                                47
Limits on Attention Shape Our
Thought & Action!
  Keeping track of features in STM is work
  We track only features crucial to task 
  We are often “blind” to changes




                                              48
Limits on Attention Shape Our
Thought & Action!
  Keeping track of things in STM is work
  When we reach goal, we often let everything
   related to it fall out of STM 
  We often forget “loose ends” of tasks:
    Removing last page of document from copier
    Turning car headlights OFF
    Switching device or software back to normal mode
  Therefore:
    Systems should remind users of loose ends
    Modes should revert to “normal” automatically
                                                        49
Recognition is Easy;

Recall is Hard!
  We evolved to recognize things quickly
    We assess situations very fast
    We recognize faces blindingly fast




                                            50
Recognition is Easy;

Recall is Hard!
  We did not evolve to recall arbitrary facts
    Tricks for memorizing use recognition to stimulate
     recall, e.g., Greek “method of loci”
    Developed writing to avoid memorizing
    We rely on external memory aids: calendars, PDAs
  Implication for UI design:
    See & choose easier to learn than remember & type

                             >	

Remove	



                                                          51
Easy: Learning from Experience

& Performing Learned Actions!
  Generalizing from experience is easy
    Main fault is overgeneralization
  Performing well-learned actions is easy
    Automatic routines don’t require STM or
     conscious awareness
    It’s “compiled mode, parallel” processing
    Can multi-task (many processors)
  Brains have done both for hundreds of
   millions of years
                                                 52
Test: Performing

Learned vs. Novel Actions!
  Recite alphabet, A – M
  Recite alphabet backwards, M – A
  Write your name with dominant hand
  Write your name with non-dominant hand
  Countdown from 10 to 1
  Countdown from 21 to 1 by 3s

                                            53
Hard: Problem Solving & Calculation!
  Problem solving is evolutionarily new
    Only a few mammals & birds can do it. We’re the best.
    Cerebral cortex is where conscious reasoning happens
    Lets us write programs for ourselves & run them in
     monitored, emulated mode, rather than compiled mode
    But monitored thought runs slowly, uses up STM,
     can’t be multi-tasked (only one processor)
  Calculation is extremely new
    Originated only ~5K years ago
    Expensive: mainly done in controlled, monitored mode
                                                       54
Hard: Problem Solving & Calculation!
  Only small problems don’t tax memory & attention
    9 x 10 = ?
  Most exceed STM or require retrieval from LTM
    93.3 x 102.1 = ?
    Diagnosing computer problems
       Requires systematic testing of possibilities
  We invented writing, numbers, arithmetic,
   calculators & computers to overcome our brain’s
   limitations

                                                       55
Easy: Generalizing & Learned Actions

Hard: Problem Solving & Calculation!
Implications for UI design:
  Don’t make people deduce things
    “It wants my ‘member ID’. Is that the same as my
     ‘username’? It must be.”
    Explain explicitly & exactly what to do,
     or explicitly & exactly what happened
  Don’t make people reason by elimination
    Debug complex computer malfunctions,
     e.g., faulty Internet connection
    Optimize combinations of many settings
  Don’t make people calculate what software can
   calculate                                     56
Many Factors Affect Learning!
We Learn Faster When
  Vocabulary is familiar & task-focused
  Vocabulary is consistent
  Risk is low




                                           57
Familiar Terms Speed Learning!
  Geek-speak hurts learning




                                 58
Familiar Terms Speed Learning!
  Geek-speak hurts learning




                                 59
Familiar Terms Speed Learning!
  Geek-speak hurts learning




                                 60
Familiar Terms Speed Learning!




                                 61
Human Real-Time Characteristics!
    Shortest audible silent gap in sound: 0.001 sec
    Briefest visual stimulus that affects us: 0.005 sec
    Shortest noticeable lag in ePen ink: 0.01 sec
    Threshold for auditory fusion of clicks: 0.02 sec
    Threshold for visual fusion of images: 0.05 sec
    Speed of (involuntary) flinch reflex: 0.08 sec
    Lag in full awareness of visual event: 0.1 sec
    Limit on perception of cause/effect: 0.14 sec

                                                      62
Human Real-Time Characteristics!
  Time for skilled reader to comprehend a word: 0.15 sec
  Time to subitize 1-5 items: 0.2 sec
   ##       #     #     
  Time to identify (name) visual object: 0.25 sec
  Time to count items in visual field: 0.5 sec/item
   ##       #        
  Minimum visual-motor reaction time: 0.7 sec
  Average conversational gap: 1 sec
  Length of unbroken attention to task: 6-30 sec

                                                       63
Human Real-Time Characteristics!
Applicability to UI Design
  Controls must react within 0.14 sec to
   clicks, or perception of cause/effect is
   broken


                Click Me!	


                                              64
Conclusion: Applying Design Rules in
UI Designs is Not Simple & Mindless!
  UI design is a skill; not something anyone
   can do by following guidelines
  Knowing cognitive basis helps us prioritize
    Recognize which rules to follow in each
     design situation




                                               65
Thank you!!
  Designing With the Mind in Mind
   available at most booksellers
   or directly from Elsevier (see flyer)

  Questions?




                                           66

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Jeff Johnson at BayCHI: Designing with the Mind in Mind

  • 1. Designing With the 
 Mind in Mind:
 The Psychological Basis for UI Design Rules! Jeff Johnson
 UI Wizards, Inc." 1
  • 2. UI Design Guidelines
 (Shneiderman, 1987, 1998, …, 2010)!   Strive for consistency   Cater to universal usability   Offer informative feedback   Design task-flows to yield closure   Prevent errors   Permit easy reversal of actions   Make users feel they are in control   Minimize short-term memory load 2
  • 3. UI Design Guidelines
 (Nielsen & Molich, 1993)!   Visibility of system status   Match between system & real world   User control & freedom   Consistency & standards   Error prevention   Recognition rather than recall   Flexibility & efficiency of use   Aesthetic & minimalist design   Help users recognize, diagnose, & recover from errors   Provide online documentation & help 3
  • 4. UI Design Guidelines
 (Stone et al, 2005)!   Visibility: First step to goal should be clear   Affordance: Control suggests how to use it   Feedback: Should be clear what happened or is happening   Simplicity: as simple as possible & task-focused   Structure: content organized sensibly   Consistency: similarity for predictability   Tolerance: prevent errors, help recovery   Accessibility: usable by all intended users, despite handicap, access device, or environmental conditions 4
  • 5. Applying Usability Guidelines!   UI Guidelines are based on how people perceive, think, learn, act   UI designers want reasons for rules   UI guidelines are not rote recipes   Applying them effectively requires understanding their scientific basis   Determining rule applicability & precedence   Balancing trade-offs between competing rules 5
  • 6. Facts about Human
 Perception & Cognition!   We perceive what we expect   Our vision is optimized to see structure   We seek and use visual structure   Reading is unnatural   Our color vision is limited   Our peripheral vision is poor 6
  • 7. Facts about Human
 Perception & Cognition (cont.)!   Our attention is limited; Our memory is imperfect   Limits on attention shape our thought & action   Recognition is easy; recall is hard   Learning from experience & performing learned actions are easy; problem-solving & calculation are hard   Many factors affect learning   We have real-time requirements 7
  • 8. We Perceive What We Expect! Our perception is biased by:   Our experience   The context   Our goals 8
  • 9. We Perceive What We Expect! 9
  • 10. We Perceive What We Expect! Page 1 4 3 2! Back Next Back Next 10
  • 11. We Perceive What We Expect! T E C T 11
  • 12. We Perceive What We Expect!   Our perception & attention focuses almost totally on our goals   Tend not to notice things unrelated to goal 12
  • 13. We Perceive What We Expect! 13
  • 14. Our Vision is Optimized
 to See Structure! Gestalt Principles of Visual Perception   Proximity   Similarity   Continuity   Closure   Symmetry   Figure/ground   Common fate 14
  • 15. Gestalt Principle: Closure!   We tend to see whole, closed objects, not collections of fragments   Overlapping circles & triangles, not odd fragments 15
  • 16. Gestalt Principle: Closure!   We tend to see whole, closed objects, not collections of fragments   Stacked letters, not odd bits of images 16
  • 17. Gestalt Principle: Symmetry!   We tend to see simple figures rather than complex ones   E.g., two overlapping diamonds; not other, more complex combinations 17
  • 18. Gestalt Principle: Symmetry!   Thagard: Coherence in Thought & Action 18
  • 19. We Seek & Use Structure! Structured info is easier to perceive   Unstructured: You are booked on United flight 237, which departs from Auckland at 14:30 and arrives at San Francisco at 11:40 Tuesday 15 Oct   Structured: Flight: United 237, Auckland  San Francisco Depart: 14:30 Tue 15 Oct Arrive: 11:40 Tue 15 Oct 19
  • 20. We Seek & Use Structure! Visual hierarchy gets people to goal faster 20
  • 21. Reading is Unnatural!   We’re pre-wired for language   Brain learns language easily in childhood   Nearly everyone learns a language   We are not pre-wired for reading   Brain has no special facility for reading   Learning reading is like learning other skills: Writing, arithmetic, reading music, kung fu   Same brain areas mediate   Many people never learn to read well, or at all 21
  • 22. Reading is Unnatural!   Poor text presentation can disrupt reading   Unfamiliar words: Bailiwick, penultimate, heretofore, defragment   Difficult typefaces TEXT IN ALL CAPS, ESPECIALLY IN A FANCY FONT   Patterned background or poor contrast 22
  • 23. Reading is Unnatural!   Poor text presentation can disrupt reading   Centered text Four score and seven years ago our forefathers brought forth on this continent a new nation, conceived in liberty and dedicated to the proposition that all men are created equal. 23
  • 24. Our Color Vision is Limited!   Our color vision is based on differences 24
  • 25. Our Color Vision is Limited!   Our vision is optimized to see contrasts -- edges & changes, not absolute levels A: B: 25
  • 27. Our Color Vision is Limited!   We have trouble discriminating:   pale colors   small color patches   separated patches 27
  • 28. Our Color Vision is Limited!   Federal Reserve Bank (Minn)   ITN.net 28
  • 29. Our Color Vision is Limited!   Some people have color-blindness   ~ 8% of males   ~ 0.5% of females   E.g., colors that would be hard for red-green colorblind people to distinguish 29
  • 30. Our Color Vision is Limited, so!   Don’t rely solely on color   Use redundantly with other cues   E.g., Let’s improve ITN.net   How they improved it: 30
  • 31. Our Peripheral Vision is Poor!   Client internal Web-app 31
  • 32. Our Peripheral Vision is Poor! 32
  • 33. Our Peripheral Vision is Poor! 33
  • 34. Our Peripheral Vision is Poor!   Airborne.com 34
  • 35. Our Peripheral Vision is Poor, so!   Common methods of getting seen   Put where users are looking   Put near the error   Use red for errors   Use error symbol 35
  • 36. Our Peripheral Vision is Poor, so!   AOL.com 36
  • 37. Our Peripheral Vision is Poor, so!   Common methods of getting seen   Put where users are looking   Put near the error   Use red for errors   Use error symbol   Heavy artillery: use sparingly   Popup in error dialog box   Audio: beep   Flash or wiggle briefly (not continuously) 37
  • 38. Our Peripheral Vision is Poor, so!   Client internal web-app, improved 38
  • 39. Our Attention is Limited;
 Our Memory is Imperfect!   Short-term memory (STM)   Long-term memory (LTM) 39
  • 40. Our Attention is Limited;
 Our Memory is Imperfect! Short-term memory (STM)   Represents conscious mind   Attention: what we’re attending to NOW   Not a separate store; Focii of attention in LTM   Capacity: 3-5 unrelated items   “Magical number 7” was over-estimate   Goals, numbers, words, objects (actually features)   New items can “grab” attention from old   Easy to forget goals or info 40
  • 41. Our Attention is Limited;
 Our Memory is Imperfect! Short-term memory (STM) test:   Memorize: 3 8 4 7 5 3 9   Say your phone number backwards   Memorize: 3 1 4 1 5 9 2   Memorize: 1 3 5 7 9 11 13   Memorize: town river corn string car shovel   Memorize: what is the meaning of life 41
  • 42. Our Attention is Limited;
 Our Memory is Imperfect!   Slate.com   Blooper: Search terms not shown (short-term memory) 42
  • 43. Our Memory is Imperfect! Long-term memory (LTM)   Memories = broad patterns of neural activity   Experiences trigger patterns corresponding to features   Similar experience triggers same pattern  recognition   Internal neural activity triggers pattern  recall   Stores a lifetime of experience, but…   error-prone, impressionist, free-associative, easily biased   Memories change when features are dropped or added   See whale-shark, remember whale   Seldom-followed routines hard to recall   Reason for written food recipes, pilot checklists, etc. 43
  • 44. Our Memory is Imperfect! Long-term memory (LTM) test:   Was there a roll of tape in the toolbox?   What was your previous phone number?   Pollack painting or dalmatian? 44
  • 45. Our Memory is Imperfect, so…! Don’t burden long-term memory 45
  • 46. Limits on Attention Shape Our Thought & Action!   We barely pay attention to computer tools   Focus attention on own goals, data   Think about computer, UI very superficially   Krug: Don’t Make Me Think (about your software)   Focused on achieving goal   Prefer familiar paths over exploration   User: “I’m in a hurry, so I’ll do it the long way.”   Very literal in following “scent” toward goal 46
  • 47. Limits on Attention Shape Our Thought & Action! 47
  • 48. Limits on Attention Shape Our Thought & Action!   Keeping track of features in STM is work   We track only features crucial to task    We are often “blind” to changes 48
  • 49. Limits on Attention Shape Our Thought & Action!   Keeping track of things in STM is work   When we reach goal, we often let everything related to it fall out of STM    We often forget “loose ends” of tasks:   Removing last page of document from copier   Turning car headlights OFF   Switching device or software back to normal mode   Therefore:   Systems should remind users of loose ends   Modes should revert to “normal” automatically 49
  • 50. Recognition is Easy;
 Recall is Hard!   We evolved to recognize things quickly   We assess situations very fast   We recognize faces blindingly fast 50
  • 51. Recognition is Easy;
 Recall is Hard!   We did not evolve to recall arbitrary facts   Tricks for memorizing use recognition to stimulate recall, e.g., Greek “method of loci”   Developed writing to avoid memorizing   We rely on external memory aids: calendars, PDAs   Implication for UI design:   See & choose easier to learn than remember & type > Remove 51
  • 52. Easy: Learning from Experience
 & Performing Learned Actions!   Generalizing from experience is easy   Main fault is overgeneralization   Performing well-learned actions is easy   Automatic routines don’t require STM or conscious awareness   It’s “compiled mode, parallel” processing   Can multi-task (many processors)   Brains have done both for hundreds of millions of years 52
  • 53. Test: Performing
 Learned vs. Novel Actions!   Recite alphabet, A – M   Recite alphabet backwards, M – A   Write your name with dominant hand   Write your name with non-dominant hand   Countdown from 10 to 1   Countdown from 21 to 1 by 3s 53
  • 54. Hard: Problem Solving & Calculation!   Problem solving is evolutionarily new   Only a few mammals & birds can do it. We’re the best.   Cerebral cortex is where conscious reasoning happens   Lets us write programs for ourselves & run them in monitored, emulated mode, rather than compiled mode   But monitored thought runs slowly, uses up STM, can’t be multi-tasked (only one processor)   Calculation is extremely new   Originated only ~5K years ago   Expensive: mainly done in controlled, monitored mode 54
  • 55. Hard: Problem Solving & Calculation!   Only small problems don’t tax memory & attention   9 x 10 = ?   Most exceed STM or require retrieval from LTM   93.3 x 102.1 = ?   Diagnosing computer problems   Requires systematic testing of possibilities   We invented writing, numbers, arithmetic, calculators & computers to overcome our brain’s limitations 55
  • 56. Easy: Generalizing & Learned Actions
 Hard: Problem Solving & Calculation! Implications for UI design:   Don’t make people deduce things   “It wants my ‘member ID’. Is that the same as my ‘username’? It must be.”   Explain explicitly & exactly what to do, or explicitly & exactly what happened   Don’t make people reason by elimination   Debug complex computer malfunctions, e.g., faulty Internet connection   Optimize combinations of many settings   Don’t make people calculate what software can calculate 56
  • 57. Many Factors Affect Learning! We Learn Faster When   Vocabulary is familiar & task-focused   Vocabulary is consistent   Risk is low 57
  • 58. Familiar Terms Speed Learning!   Geek-speak hurts learning 58
  • 59. Familiar Terms Speed Learning!   Geek-speak hurts learning 59
  • 60. Familiar Terms Speed Learning!   Geek-speak hurts learning 60
  • 61. Familiar Terms Speed Learning! 61
  • 62. Human Real-Time Characteristics!   Shortest audible silent gap in sound: 0.001 sec   Briefest visual stimulus that affects us: 0.005 sec   Shortest noticeable lag in ePen ink: 0.01 sec   Threshold for auditory fusion of clicks: 0.02 sec   Threshold for visual fusion of images: 0.05 sec   Speed of (involuntary) flinch reflex: 0.08 sec   Lag in full awareness of visual event: 0.1 sec   Limit on perception of cause/effect: 0.14 sec 62
  • 63. Human Real-Time Characteristics!   Time for skilled reader to comprehend a word: 0.15 sec   Time to subitize 1-5 items: 0.2 sec ## # #      Time to identify (name) visual object: 0.25 sec   Time to count items in visual field: 0.5 sec/item ## #           Minimum visual-motor reaction time: 0.7 sec   Average conversational gap: 1 sec   Length of unbroken attention to task: 6-30 sec 63
  • 64. Human Real-Time Characteristics! Applicability to UI Design   Controls must react within 0.14 sec to clicks, or perception of cause/effect is broken Click Me! 64
  • 65. Conclusion: Applying Design Rules in UI Designs is Not Simple & Mindless!   UI design is a skill; not something anyone can do by following guidelines   Knowing cognitive basis helps us prioritize   Recognize which rules to follow in each design situation 65
  • 66. Thank you!!   Designing With the Mind in Mind available at most booksellers or directly from Elsevier (see flyer)   Questions? 66