Cognitive Design or User-centered design

KAIST바이오및뇌공학과정재승

Donald Norman

Professor, Departments of Electrical Engineering and Computer Science, Psychology, and Cognitive ScienceNorthwestern UniversityEvanston, Illinois

Co-Founder and PrincipalNielsen Norman Group, Palo Alto, California

What is User Centered Design?

• User-centered design is the process in which the needs, wants, and limitations of the end user are given priority during the phases of design.

• Don Norman’s guidelines suggest optimizing the user interface and experiences, based on how people are able, and want to work, in-stead of forcing them to adapt and change themselves to work better with the system as designed.

Usability

Usability is the ease of use and learnability of a human-made object. The object of use can be a software application, tool, machine, process, or anything a human interacts with.

Mapping: good vs. bad

An arbitrary arrangement of controls, even though the burners are arranged in a rectangle, thereby visually frustrating the inexperienced user, leading to a period of experimenting with the controls to become familiar with the proper usage, and potential danger to the user.

Affordance: Good vs. Bad

An affordance is a quality of an object, or an environment, which allows an individual to perform an action. For example, a knob affords twisting, and perhaps pushing, while a cord affords pulling.

• The door needs to be pushed but the handle invites people to pull. Despite the instructions (“Push”) I frequently do the wrong thing, and this door has become a daily irritant

• (Don Norman’s Design of Everyday Things).

Optical alignment: Good vs. Bad

Information: good vs. bad

Rule 1 Good design should be quite intuitive

Naoto Fukasawa: Intuiting function from form

An archetype is a universally understood symbol, term, statement, or pattern of behavior, a prototype

upon which others are copied, patterned, or emu-lated.

Rule 2 Good design is quite physiological.

Increased Controllability

Rule 3 Good design should be simple.

• The Ronnefeldt "tilting" teapot. Put leaves on the shelf, fill with hot water, and lay the teapot on its back. As the tea darkens, tilt the pot. Fi-nally, when the tea is done, stand the teapot vertically, so the water no longer bathes the leaves and the brew does not become bitter.

Rule 4 Good design is emotional.

Rule 5 Good design should be completed by users.

The Joy Of Water: Playpump

"Gamification" is a method of encouraging user participation. Usually these are a set of fictional

incentives such as points or achievement badges.

Rule 6

Good design should be consistent in all aspects.

Epilogue

Producs should be evolved in mar-kets

Evolutionary theory for products

Design is way of thinking!