Foundations of User-Centered Design through the book “The Laws of UX” by Jon Yablonski — Part 3

Credit: Hai Thang (UI/UX Designer)

Continuing our journey through user-centered design, let’s reflect on the valuable insights we gained from our previous exploration of Miller’s Law, Postel’s Law, Peak-End Rule. These principles emphasized the importance of making designs familiar, efficient, and quick in decision-making. Now, as we move forward, we’re set to uncover a new layer of design wisdom. We’ll delve into the intriguing concepts of the Aesthetic-Usability Effect, Von Restorff Effect, Tesler’s Law, and the Doherty Threshold. These principles invite us to delve into the symbiotic relationship between aesthetics, grabbing attention, ease of use, and functionality. As we journey forward, we continue to draw from the invaluable insights shared in “The Laws of UX” by Jon Yablonski. This chapter promises to deepen our understanding of how to craft designs that resonate with users, providing not only usability but also a visually engaging and memorable experience.

Aesthetic-Usability Effect

Users often perceive aesthetically pleasing design as design that’s more usable.

1. An aesthetically pleasing design creates a positive response in people’s brains and leads them to believe the design actually works better.
2. People are more tolerant of minor usability issues when the design of a product or service is aesthetically pleasing.
3. Visually pleasing design can mask usability problems and prevent issues from being discovered during usability testing.

The Aesthetic-Usability Effect is a concept rooted in psychology and design. It suggests that when something looks nice, people believe it works better. In the context of digital products, this means that if a website or app has a pleasing appearance, users are more likely to think it’s easy to use and functions well, regardless of its actual usability. This effect highlights the power of aesthetics in shaping how users perceive and interact with products. By making designs visually appealing, designers can create a positive impression, leading users to believe the product is user-friendly and efficient, even if there might be some usability issues.

Here’s an interesting example: Let’s do the same tasks on the prototype of two smartphones with identical functionalities, differing only in their visual designs. Users rate the more aesthetically pleasing design as easier to use (design on the left). Furthermore, the attractive design has a positive impact on performance execution, reducing the time needed to complete tasks.

For another example, consider two fitness tracking apps that offer similar features for monitoring workouts and setting fitness goals. App X boasts a sleek, intuitive interface with captivating graphics and engaging progress animations. App Y has a more basic design with minimal visuals. Users of App X might feel more motivated to use it consistently, believing that the appealing design indicates a more effective and user-friendly app. Their perception of App X’s usability and efficiency is influenced by its aesthetics.

Von Restorff Effect

The Von Restorff effect, also known as The Isolation Effect, predicts that when multiple similar objects are present, the one that differs from the rest is most likely to be remembered.

1. Make important information or key actions visually distinctive.
2. Use restraint when placing emphasis on visual elements to avoid them competing with one another and to ensure salient items don’t get mistakenly identified as ads.
3. Don’t exclude those with a color vision deficiency or low vision by relying exclusively on color to communicate contrast.
4. Carefully consider users with motion sensitivity when using motion to communicate contrast.

The Von Restorff Effect is a psychological phenomenon that highlights the human brain’s tendency to give special attention to items that stand out from their surroundings due to distinct characteristics. This cognitive bias results in these unique items being more likely to be remembered compared to items that blend in.

For example, if you’re shown a list of words in which all are written in black except one that is written in red, you are more likely to remember the red word. This is because the red word stands out as different from the others due to its color, triggering the Von Restorff Effect.

In design and user experience, the Von Restorff Effect has practical implications. Designers can strategically use this principle to draw attention to specific elements they want users to notice, such as important buttons, key messages, or calls to action. By making these elements visually distinct through color, size, or placement, designers capitalize on the brain’s natural inclination to remember unique items. This effect is commonly employed in interfaces, advertising, and presentations to enhance the memorability of crucial information.

The example above can be found on the pricing page of Dropbox Business. In this instance, the option “Advanced” is highlighted more prominently than the other choices by utilizing visual cues, such as the use of colors to attract attention. “Best value” is presented with a black background at the top, and the CTA button “Try free for 30 days” is placed on a blue background below. This design leverages the Von Restorff Effect to make the “Advanced” option stand out and capture users’ attention amidst the other choices.

Tesler’s Law

Tesler’s Law, also known as The Law of Conservation of Complexity, states that for any system there is a certain amount of complexity which cannot be reduced.

1. All processes have a core of complexity that cannot be designed away and therefore must be assumed by either the system or the user.
2. Ensure as much as possible of the burden is lifted from users by dealing with inherent complexity during design and development.
3. Take care not to simplify interfaces to the point of abstraction.

In practical terms, this means that while intricate processes and tasks might still exist within a system, their complexity should be hidden from the users. The burden of understanding and managing this complexity is transferred to the system’s backend, leaving users with a simplified and streamlined interface that focuses on their immediate needs.

Tesler’s Law champions user-centered design by advocating for the reduction of cognitive load on users. Instead of inundating users with intricate technicalities, designers should ensure that interactions are intuitive, straightforward, and aligned with users’ mental models. By embracing this principle, designers facilitate users’ engagement with products and services without overwhelming them.

For instance, consider a word processing application. Complex processes such as spell-checking, formatting, and file-saving could be automated or managed behind the scenes, allowing users to concentrate on the primary task of creating content. This adherence to Tesler’s Law enables users to interact with the application effortlessly, resulting in a more efficient and gratifying experience.

Ultimately, Tesler’s Law underscores the importance of a harmonious balance between system complexity and user simplicity. By thoughtfully applying this principle, designers can create interfaces that empower users, boost productivity, and foster positive interactions with technology.

In a task management app where users can set due dates for tasks. Applying Tesler’s Law, the app automatically prioritizes tasks based on their due dates. Users don’t need to manually sort tasks; the system handles it for them. This simplifies the user experience, allowing them to focus on adding and completing tasks without getting bogged down in organization. By offloading the complexity of prioritization to the app’s backend, users enjoy a more streamlined and user-friendly interface.

Conclusion

In concluding our exploration of these pivotal design principles, we’ve journeyed through a rich tapestry of user-centered insights. From Jakob’s Law, Fitts’s Law, and Hick’s Law, to the Aesthetic-Usability Effect, Von Restorff Effect, Tesler’s Law, and the Doherty Threshold, we’ve uncovered a treasure trove of wisdom that guides us in crafting exceptional digital experiences.

In the realm of user-centered design, our journey is far from over. Our next chapter awaits, filled with more design laws and insights that promise to enrich our understanding of the intricate dance between human psychology and digital interactions. In the upcoming articles, we will unravel the enigma of the Aesthetic-Usability Effect, Von Restorff Effect, Tesler’s Law, and the Doherty Threshold, delving even further into the dynamic world of user experience design.

As we continue to draw inspiration from “The Laws of UX” by Jon Yablonski, let’s remain committed to creating designs that not only meet users’ needs but also exceed their expectations. The fusion of art and science, psychology and creativity, will continue to shape the interfaces that define our digital landscape. So, let’s embark on the next phase of our journey, embracing the wisdom of these design principles to craft experiences that leave a lasting impact.