Karl Smith Fellow of the British Computer Society

I have just been confirmed as a Fellow of the British Computer Society.  Thanks to all my supporters.
Logo of British Computer Society Fellows
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Ask #customers not #stakeholders

Ask users not stakeholders

The most common problem with UX is based upon a limitation on research set by the clients themselves and the perception that they know ‘their users’. Clients will often reduce or not pay for UX research, but this is like leaving out a building foundation because no one sees it. Research takes many forms each of which adds huge value to the final user experience, while it is possible to fake good experience based upon other technologies the problem is that this will lose the clients competitive advantage and cause users to link this experience to similar ones in a way that opens user choice to alternatives.

Who has the answers?

“But even Amazon has only got part of the picture. Like real world shops, they can only record the sales they actually make. What about the sales they don’t make and don’t know that they haven’t made because they haven’t made them?” Douglas AdamsThe Salmon of Doubt” by Permission of Pan Macmillan

Quite succinct really ! and that’s the problem, how can you quantify what has not happened. With web metrics, head counts, ratios of this or that you might say.

User Experience Research answers the question Why have we not made the Sale? through the only people equipped to answer the question, Consumers.

User Experience is not market research but more a problem solving method that offers solutions by finding the right questions and asking the right people.

There are right people to ask?

This may sound a little Adamsesque (if you ask the answer to life, the universe and everything you get 42) but getting the questions wrong in user experience causes research to fail at the same point and the project to flounder.

While it may be reasonably expected by a seller to directly ask, why didn’t a visitor become a buyer or register. Visitors may be asking themselves where am I? what does this do? this does not make sense, should that be happening? technology, why do I bother? Why has my screen gone pink?

A visitors experience is not only defined by the online environment but they bring past experiences, desires and doubts about their current experience. Without these insights it is difficult for designers and clients to grasp potential problems, gain a good return upon their investment or break into a new market sector.

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#UX #cognitive #interactions patterns for #IoT by #Gestalt

Principles

Pre-accepted and trusted visual standards are vital to user acceptance and experience as they encourage adoption of technology systems. This is vital so that users don’t need to learn new or counter intuitive interaction behaviours.

Overview

Just as the creators of hypertext transfer protocol (http) were able to attribute their invention to Vannevar Bush’s ‘Memex’ so user interface architects are able to attribute the key concepts of user interface structures to principals defined by Gestalt. The following explains the key principals of user interface design as key patterns based upon Gestalt principals.

Karl Smith’s Research

The psychology of visual location, shape  and colour are critical  to enable user to understand and interpret their location and expectations of use in any given area. My research from 2002 defined additional aspects as ‘biographical templates’ that establish key perceptions and personal drivers which I linked to persona’s.

Key patterns

Law of continuation

Continuation is the eye’s instinctive action to follow a direction derived from the visual field. For example, in Figure 1.1 our eyes follow the rail tracks from the left of the picture to the top or vice versa, with Figure 1.2 the eye follows the text box layout.

Rail tracks directing users view
Figure 1.1: Rail tracks directing users view
Text boxes directing users view
Figure 1.2: Text boxes directing users view

 

Law of figure-ground

We distinguish the foreground and background in a visual field.  Two different foreground colours let the viewer perceive different things from the same illustration, as illustrated in Figures 2.1 and 2.2. If our focus (foreground) colour is black, then in the Figure 2.1, you can see a vase.  In Figure 2.2, when the background is black, we see two faces.

Vase
Figure 2.1: Vase
Two Faces
Figure 2.2: Two Faces

Law of closure

Open shapes make the individual perceive that the visual pattern is incomplete and the sense of incompletion serves as a distraction to the learner.” Our minds will tend to close gaps and complete unfinished forms. In Figure 3 the letters used to form the word “INCOMPLETE” are sliced into parts but our minds complete the unfinished forms.

Law of Closure
Figure 3: Law of Closure

Law of balance / symmetry

A visual object will appear as incomplete if the visual object is not balanced or symmetrical.  A psychological sense of equilibrium, or balance, is usually achieved when visual ‘weight’ is placed evenly on each side of an axis for example, Figure 4.1 illustrates visual balance but in Figure 4.2 the image appears unbalanced.

Balance Figures Blocks and Web page template
Balance Figures 4.1: Blocks and Web page template
Imbalance Blocks and Web page template
Imbalance 4.2: Blocks and Web page template

Law of focal point

Every visual presentation needs a focal point, called the centre of interest or point of emphasis. This focal point catches the viewer’s attention and persuades the viewer to follow the visual message further. Figure 5.1 shows how a differently shaped element appears to protrude out from among other elements and draws attention, 5.2 create high impact.

Changing Shapes
Figure 5.1: Changing Shapes
High impact
Figure 5.2: High impact

Law of isomorphic correspondence

All images do not have the same meaning to us, because we interpret their meanings based on our experiences.  If we were to see the image in Figure 6 on a computer screen, we would interpret its meaning as a help or question icon, even if we could not understand the German word “Hilfe” because we associate a question mark with ‘help’ based on past experience.

Help Icon
Figure 6: Help Icon

Law of proximity

The law of proximity states that items placed near each other appear to be a group. Viewers will mentally organise closer elements into a coherent object, because they assume that closely spaced elements are related and those further apart are unrelated. In Figure 7, people mentally arrange the sign in component together as a form.

Hotmail login mind base joining of form
Figure 7 Hotmail login mind base joining of form

Law of unity / harmony

Unity implies that a congruity or arrangement exists among the elements in a design; they look as though they belong together, as though there is some visual connection beyond mere chance that has caused them to come together.  If the related objects do not appear within the same form, the viewer will consider the separate objects to be unrelated to the main visual design, leading to confusion. Figure 8.1 and 8.2 are examples of unity in presentation where all of objects are arranged together into a unified form.

Hotmail, password problems
Figure 8.1: Hotmail, password problems
Apple, password problems
Figure 8.2: Apple, password problems

Law of Similarity

Similar objects will be counted as the same group and this technique can be used to draw a viewer’s attention. Below in Figure 9 the viewer can recognise a triangle inside the square, because these elements look similar and thus part of the same form.

Figure 9: Similarity creates a focal point

Law of Simplicity

When users are presented with visuals, there is an unconscious effort to simplify what is perceived into what the viewer can understand. The simplification works well if the graphical message is already uncluttered, but if the graphics are complex and open to interpretation the simplification process may lead to unintended conclusions. The example below Figure 10:1 shows the Plough star grouping which people can naturally join together, while Figure 10:2 just shows the Sky

Star group the Plough
Figure 10.1: The Plough
The sky
Figure 10.2: The sky

References

Chang, D., Nesbitt, K., V., Australian Computer Society, 2006. Developing Gestalt-based design guidelines for multi-sensory displays. MMUI ’05: Proceedings of the 2005 NICTA-HCSNet Multimodal User Interaction Workshop – Volume 57 , Volume 57.

Kearsley, G., Campbell, R., L., Elkerton, J., Judd, W., Walker,  J., SIGCHI conference. 1998. Online help systems: design and implementation issues (panel). CHI ’88: Proceedings of the SIGCHI conference on Human factors in computing systems.

Flieder, K., Modrritscher, F., CHI Montreal 2006. Foundations of a Pattern Language based on Gestalt Principals.

Author Links

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