The Doherty Threshold and Designing for Human-Computer Interaction
There’s a split second difference between an engaged user and a frustrated one
Imagine you’re baking a cake. You gather your ingredients, follow your recipe, and put the batter in the oven. Now, you wait. Tick tock, tick tock, the clock is moving at a glacial pace. It feels like an eternity before your sweet treat is ready. Waiting is, as they say, the hardest part.
Now, imagine using a computer or a mobile application, and every click, every input, takes as long to process as baking that cake. You might get frustrated and abandon your task. In today’s fast-paced world, people demand quick, efficient interactions, especially in the realm of technology.
We are looking at Day 17 of the series “30 Day UX Laws and principles”, If you are yet to read the Day 16 part o0f the series, I highly recommend you read it. Today we will be exploring :
1. Breaking down Doherty Threshold
2. Doherty Threshold and UX
3. Real Life brand examples
4. Difficulties and limitations
Breaking Down the Doherty Threshold
The Doherty Threshold is a vital principle in human-computer interaction, formulated by Walter J. Doherty and Arvind J. Thadani in 1982 during their tenure at IBM. This principle revolves around the idea that,
“Productivity soars when a computer or system responds to a user’s action within 400 milliseconds, effectively eliminating the feeling of waiting.”
Doherty and Thadani’s insight came from a clear understanding of human nature and our inherent impatience.
“The human attention span operates within these tiny windows of time. Beyond the threshold of 400 milliseconds, users perceive a delay, which can cause them to lose focus, disrupt their thought processes, and even lead to frustration.” — Thadani
Now, why does this matter? To understand better, let’s go back to the baking scenario from earlier. Imagine using a computer or application that is as slow as baking a cake from scratch. Every click, every command, takes what feels like an eternity to process. This sluggish interaction isn’t just irritating; it’s also productivity’s worst enemy.
The Doherty Threshold, then, is the secret ingredient to efficient computer design.
“We’re fighting against the human attention span. If we design our systems to have response times below this threshold, we can keep the users’ attention, keep them in ‘flow’, and that’s where productivity soars.” — Walter J. Doherty
The Doherty Threshold isn’t just about designing fast systems, but about designing systems that respect and cater to human psychology. It’s about understanding that the difference between a user feeling engaged and productive, and a user feeling frustrated and disengaged, can be mere fractions of a second.
By adhering to the Doherty Threshold, UX designers can help eliminate the painful sensation of waiting, creating experiences that feel immediate and fluid. In doing so, they can not only boost user satisfaction and engagement but also significantly enhance overall productivity.
As the famous psychologist Mihaly Csikszentmihalyi once said, —
“In a state of flow, attention is freely invested in achieving a goal without a sense of effort.” — Mihaly Csikszentmihalyi
Doherty Threshold and User Experience (UX)
From a UX perspective, the Doherty Threshold acts as a fundamental guiding principle in designing responsive and engaging interfaces. It underscores the need for immediacy in responses to maintain user engagement and satisfaction.
Consider the example of a music streaming app. As a user, you open the app, search for your favorite song, and press play. If the music commences instantly, the app feels not only responsive but also trustworthy and efficient. This immediate feedback creates a sense of satisfaction, encouraging you to continue using the app, exploring its other features, and maybe even recommending it to others.
However, suppose there’s a perceptible delay before the music begins, even a few seconds. In that case, this disruption in the flow may prompt you to question the app’s efficiency, leading to potential disengagement. You might prematurely conclude there’s something wrong with the app and consider alternatives. This seemingly minor delay can dramatically affect the user’s perception, engagement, and overall satisfaction.
The essence of the Doherty Threshold within UX design is about understanding the human perception of time and the effects of response time on user engagement. However, it’s essential to clarify that applying the Doherty Threshold goes beyond just the actual speed of response. It also includes creating an illusion of immediate response even when processes are running in the background.
For instance, tricks like employing loading animations or feedback notifications can mask the actual processing time. When you click to open a large file, an application might show a progress bar or a spinning wheel to indicate it’s working. Although the process may take longer than 400 milliseconds, these visual cues keep the user engaged, creating the perception that the system is responding immediately.
Moreover, positive reinforcement can also play a role in enhancing the perception of speed. For example, when you “like” a post on social media, the response is immediate, the icon color changes, a sound might play, or a counter increases. Even if these actions don’t directly contribute to your main goal on the platform, these fast, rewarding interactions can make the overall experience feel more responsive and satisfying.
Real-Life Brand Examples
A great example of the Doherty Threshold in action is Google’s search engine. When you type in a query and hit ‘Enter,’ the results appear almost instantaneously. This rapid response time gives the impression of a fluid, efficient system, keeping users engaged and satisfied. The infamous Google offline game, Chrome Dino also works on the same threshold.
Amazon’s 1-Click ordering feature also employs the Doherty Threshold. When you click the ‘Buy now with 1-Click’ button, the order is processed immediately, creating a swift and seamless shopping experience.
Difficulties and Limitations
However, designing for the Doherty Threshold is not without its challenges:
- Processing Power: Older systems or complex tasks may struggle to deliver responses within 400 milliseconds, which can cause user frustration.
- Internet Speed: In some areas, slower internet speeds may prevent an application from reaching the Doherty Threshold, despite the best design efforts.
- Over-stimulation: While fast responses are generally beneficial, too much speed can overwhelm users, particularly in complex applications with many simultaneous actions.
Conclusion
The Doherty Threshold provides a critical benchmark for UX designers. Keeping the response time under 400 milliseconds ensures that users stay engaged and feel productive, creating a positive overall experience. As we move into an era of ever-faster technology, understanding and applying the Doherty Threshold will be key to developing successful human-computer interactions.
Written by: Inchara, kubo media team.
Check out: 30 Days of UX Laws and Principles
Check out Day 16: Tesler’s Law
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