18 Interactive Design Psychology knowledge

1, "What other people see on your site doesn't necessarily match your vision, their personal background, level of literacy, familiarity with what they are looking at, and what they expect to see, which will affect their observations." ”

Therefore, you should never design products entirely on the basis of the designer's own standpoint and angle, and the designer should pay attention to the value of user research.

2, "People look for patterns when they identify objects, and they find that they help to quickly process sensory information received at all times." Even if this is not the rule, the human eye and the brain will try to create the law. ”

In simple terms, designers design products, should have a regular in the inside, whether it is explicit or implicit, need to have a certain law to guide users, so that can help users more efficient and more comfortable use of products, another angle, product design should have a certain control system and limitations, can not let users completely unrestrained operation. If the product design does not have a certain rule, the user will create the law of their own, then the user action will be the designer can not foresee the control.

3, "The brain has an area that specifically identifies the human face, and we can see the direction of the eyes of others involuntarily." ”

This can be verified, in fact, the use of a lot of web design. Design is always in line with the natural life of the world, such as you go out to see a person silently looking at the sky, you will certainly see whether there is a plane in the sky.

Design comes from life, exactly.

4, "People have preconceived mental models of what they want to see and where they are." People have a specific mental model, anticipate the content in the computer screen and use of specific applications, the site should appear on the location, and often with such a mental model to look at the screen. ”

Therefore, in the process of design, understanding the user's mental model and behavior habits is a necessary step. Design a product, personally think it is difficult to meet all the psychological model, so through persona and scenario to determine the majority of user scenarios, is the main design, and then consider the edge of users, expand the breadth of the design and tolerance. Most of the product design process should be in the center after the periphery, first focus after divergence.

5, "When people feel that the font is difficult to read, the judgment will be passed on to the text content, that the content itself is difficult to understand or difficult to achieve." ”

This is a very interesting point and users will be mistaken. Designers design products, in an accurate grasp of the core content of the presentation and information framework, to carry out a certain range of decoration. If the decoration is unreasonable, the user will not like decoration, and then will be wrong to the content, so that the product as a whole do not like. So the design is very important. There are not a few users of the judge.

6, "Short-term memory is limited." We've all had this experience: on the phone, the other person told you must contact someone immediately, and provided the person's name and telephone number, but you do not write down the pen and paper, you have to repeat the number to help memory, and then hurriedly hung up the phone immediately dial, lest forget. You will find that the memory in this case is not reliable. Psychologists have many theories about the principle of this kind of memory. Some call it short-term memory, and some call it working memory. We call this fast memory that needs to last less than a minute known as "working memory." How do people turn working memory into long-term memory? There are basically two methods, one is mass duplication, the other is connecting new information with familiar things. ”

In product design, especially in the Tob product design, the user's working memory requirements, in fact, many of the process of breakpoints occur in the user's work memory confusion. For example, a user operating a cloud services product, need to deploy a service, the process is longer, users continue to operate, and the brain memory of some need to temporarily remember the action items. When the process is more complex or a process needs additional thinking, the user's working memory may be confused, and the entire operation process will encounter bottlenecks. Therefore, in the design of products, to maintain the user's clear thinking, so that they need to remember the less the project better, with a reasonable flow, interface design and tips to help users remember and think, is very important.

Of course, some memory needs to change from short-term memory to long-term memory, then need to help users produce long-term memory. For example, a user's daily work is to operate a complex information system interface, after a large number of repetitive operation, the user practice makes perfect, operation efficiency is very high and accurate. At this point the user experienced a large number of repetitive operations, is a way to generate long-term memory. I was very impressed that every time I took a photo, the studio staff needed to photoshop my photos and print them out in the right size. The speed and accuracy of using PS by the Photo studio staff have surprised the designer who has worked for many years, which is probably the meaning of perfect practice. The second way is to connect new information with familiar things, such as our Annual Spring Festival gala, the last song is unforgettable tonight, although only once a year to listen to this song, but I believe that everyone can easily sing out.

7, "People will always forget something." People do not intentionally judge what should be forgotten. ”

In the design process, when you judge a user to remember a certain content or an operation, must be set to the minimum requirements, because you never know when users will forget.

In turn thinking, people will always remember something, so the design process, designers must always think, this product needs to let users remember what.

8, "the brain can only consciously handle a small amount of information at a time." It is estimated that people deal with about 40 billion messages per second, of which only 40 are consciously processed. One mistake that designers often make is to provide too much information to the user at once. ”

Next time there is a dispute with the product manager to reduce demand, please quote the data here, 40 billion, 40, hehe.

9, "The number of clicks is not the key, progressive rendering requires multiple clicks." As you may have heard, web design should minimize the number of clicks required to get the user's details. But the number of clicks is not important and people are very willing to click multiple times. In fact, if users can get the right amount of information each time they click, they are willing to continue to view the site along the lines of design, then they will not notice the click of the operation. You should consider progressive presentation design and don't mind the number of clicks. ”

Many times I wrote the article, design is a very strange subject, rational also have sensibility. Therefore, the design principle of any rules and regulations is not necessarily universal or superstitious. In the process of user operation, there is a reasonable process bedding, smooth operation flow, intimate rhythm control, the user completes a task even if clicked many times, also feel not complex, but feel very simple to complete the task.

The rationality of design comes from the designer's own judgment, not just the standard.

10, "30% of the time people will be distracted." ”

People's attention is very limited, when users use the product, mind-wandering should occur at any time. Therefore, in the process of designing products, we must always grasp the attention of the users, the user in each interface to pay attention to what to look at what care must have a clear understanding. Secondly, the interaction between the process and interface design is very important, in the user "Meng Meng", we want to pull the user back to the correct process and attention points, interactive design needs to consider very complete before the line.

30% may be a conservative estimate ... Haha, haha ... (except playing games ...) )

11, "Don't spend a lot of time trying to change the deep-rooted beliefs of others." The best way to change the mindset of others is to get them to agree with something very small first. Do not prove that the idea of others is illogical, unreasonable and unwise. This may backfire and make their beliefs more entrenched. ”

People are stubborn, this is not necessarily a disadvantage, there is paranoia will have outstanding possibilities. Designers in the design of products, the need to imperceptibly, from the details to adjust the user's expectations of the product, especially in the large-scale revision of the product to pay special attention to this point, not too abrupt to let users to face all the changes alone.

This is true of life, family, love, suitable for collection. ：)

12, "The story is the most natural form of people handling information." If you want the user to have a natural causal relationship, make a story. The story is not just for fun. No matter how boring your content is, the story makes it easier to understand, vivid and memorable. ”

Interactive design, design documentation, visual design, user research, design presentations and other aspects related to experience design, storytelling is always the most effective and most attractive. Storytelling in various forms, text, graphics, interface, feeling, speech, brand can be used.

13, "Human nature Love classification, if you do not categorize, users will classify themselves." ”

So the first part of the design is interactive design.

14, "Tick six things: danger, food, sex, movement, human face and story." ”

Human instinct is so, but when designers design products are still legal ha ...

15, "vision: In a completely dark environment, you can see 48-kilometer candles in the high places." Hearing: In a very quiet room, you can hear the ticking of a watch 6 meters away. Smell: You can smell a drop of perfume within a 75 square metre range. Touch: Your skin can feel a hair. Taste: A small spoonful of sugar dissolves in about 7.5 liters of water, and you can taste sweet. ”

In addition to some specific scenarios, the design generally needs to be stable and soft, the user is very very delicate and sensitive to the group, treat them kindly.

16, "is laziness a sense of efficiency?"

Is that a lot of technology innovation is to make people more lazy, so the design of finished products, users use more worry, the general use effect will be better.

17, "People are attributed to you rather than to the objective situation, on their own, it is all objective factors." ”

When users in the process of using products have problems occur, the user's first reaction is to find products, few users will reflect on their own. Therefore, in the design process, the learning costs should be low enough to prevent the wrong mechanism to strong enough, emotional binding to be rich enough, otherwise users will be very easy to be unhappy, all strange products, all blame designers.

The recent prevalence of the discussion, said some injustice in society, passers-by very cold, passing do not help, netizens very angry, angry those indifferent passers-by. To some extent this is the point of reason, when people look at other people's behavior, the judgment is the character of others, and people look at their behavior, more see is objective factors. (for example, netizens feel passers-by walk by, do not help not to host justice, because they do not have a social sense of responsibility, when the netizen himself walked, not to preside over justice, the reason is that they are in a hurry, do not understand what happened, worry about their own security, etc.)

18, "People are susceptible to other people's opinions and actions, especially when they are unsure of themselves." ”

At the time of design, in order to achieve business goals, sometimes need to clever ideas to help sway the user decision-making. For example, the electric business website, each product's user recommendation characteristic, is one to help the user in the massive choice decides buys this commodity the important influence factor. In the user research process, the same should pay attention to this point, the user feedback information to distinguish its authenticity and usability, can not accept directly as the product design iteration input.

In fact, many disciplines are through. I have studied economics as an undergraduate and graduate student, and many theories of economics have a strong relationship with design and can complement and explain each other. Psychology and design are much closer. Design is a knowledge of dealing with people, so any subject related to people can assist in the success of design, for example, I recently read neuroscience-related papers, thinking how to verify the user's sense of the product through scientific examination of the user's brain activity.

So it's always getting more and more interesting to design this road.