Ph. D. in cognitive research John Whalen wrote for my blog Adobe Creative Cloud on which sensory system responsible for perception of UX design. In his opinion, in developing the interface necessary to take into account memory, language, and emotional state of the user. Edition vc.ru published a translation of the material. When we design the interface design, we often think about what feelings it can bring the user and the adoption of any decision will push. But besides that, Im sure an expert UX of psychology, John Whalen, there are four areas that determine the effectiveness of the interface.
“Language, orientation in space, emotions and memory — all of these things are in the center of the thinking process. Of course, they are not as obvious as the decisions that will be made by the user or the image that they see on the screen,” he explains. Whalen received a doctors degree in the field of cognitive studies at Johns Hopkins University and now heads the company Brilliant Experience that develops interfaces with the psychological characteristics of users.
In his opinion, the perception of the interface occurs at the level of several sensory systems, and understanding these processes is key to the development of UX design. According to Walesa, among all the six realms designers are most familiar with visual. However, he notes that professionals do not always manage to predict user preferences.
To understand how visuals affect the overall impression of the UX, we need to know what is on the minds of users. Self-assessment. Orientation in space is how the user gets from point a to point B. It leverages the information architecture, natural navigation AIDS, content and so on.
Orientation in space becomes more and more difficult, thanks to the development and popularity of virtual interfaces and augmented reality, and interactive design. “In the new smartphones to navigate we can use a swipe, you can shake them or bending. We use a variety of tools to get answers to questions. “Where I am now.
How do I skip to the next section. How do I know that I was here?”. Is responsible for a large area in our brain, so the question is, how do we consider these features when designing interfaces virtual space,” says Whalen. Self-assessment.
Memory plays an important role in orientation in space. In addition, it helps the user to form expectations. As an example, Whalen leads the situation when colleagues are going to drink together after work in an informal setting. They have formed different expectations of the evening — one is a fashionable bar and another snack bar with graffiti on the walls.
“And in another school they will engage in informal communication. Differ in their expectations of quality of service, menus, and possible interactions,” says Wallen. The same applies to UX-design.
Users come with their expectations shaped by previous experience. They expect that things will work a certain way (such as Amazon, Google or Facebook) and want the interaction to be simple and natural. Self-assessment.
The language is not so easy. The choice of style of speech depends on the demographic characteristics of the audience, both business users and product specific terminology. Too often developers make the same mistake. They expect that the user will also be passionate about the product as they. This leads to an information overdose.
“In most cases, we need to keep it simple and understandable. But some developers are so like their product, that they at every opportunity try to remind users not to think about how all this looks from the outside,” explains Whalen. Self-assessment.
Whether you like it or not, but every user experience is based on emotional baggage. Still, they are human beings who have feelings, fears and anger. In addition, they are afraid to make a mistake. They have doubts, they are thinking about how specific purchases will affect their career, goals or reputation.
All this determines the decisions that they take. “Often we talk about “fast” emotions, especially in the case of games — “fun for me”, “Im bored”, “I wonder”. But we are also interested in deeper emotions, which are also the major impetus. If you go back to the roots, to the fact that for the audience is the most valuable, then suddenly we can get interesting responses,” says Whalen.
Once Whalen interviewed people with a high income level to determine their needs in the field of new banking services. He asked different questions, such as. “What credit cards do you use?” or “what is your goal and how you believe you will achieve it or not?”.
“In total, I conducted 24 interviews. Three of my companion burst into tears, and six more gave me a hug and said. “Thanks for the therapy session”. We dont often think about what matters most to the user in the real world, and how we “pull” this information in the most natural way,” he says.
We need to figure out how to drive people into such a state that they are opened and did not feel threatened. Self-assessment. In his research and interviews with users Wallen loves to watch their reactions on UX-triggers. It examines the fears of the user and asks how they can be reversed and transformed into a positive experience.
One of the many questions about the decision-making process — why people avoid action. The task of the UX designer to consider all the elements listed above. They will help to push the user to perform actions.
“There are many people who talk about incentive design, about how to get people to make a decision, to react on an advertisement or finally to buy something,” says Whalen. The tool of the designer is the ability to anticipate what the user wants, long before this idea comes to his mind, and to incorporate that idea into the interface. Self-assessment.
Together, these elements form what Whalen calls “a consistent interface design”. This area is located at the intersection of psychology and innovation in the field of UX. Learning how users think and what cognitive processes influence their decisions, UX designers can create more efficient and expressive UX for users and for companies.
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