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Cognitive Design or User-centered design. KAIST 바이오및뇌공학과 정재 승. Donald Norman Professor, Departments of Electrical Engineering and Computer Science, Psychology, and Cognitive Science Northwestern University Evanston, Illinois - PowerPoint PPT Presentation
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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!