HAVE
HIGH ENGAGEMENT
When it comes to high engagement, aesthetic is not the only thing that is important. Of course, a working website or visually appealing design can attract more viewers resulting in high engagement, but it is also important to recognize other aspects that can deter your viewer from coming back. Psychology studies have proven the importance of limiting the choices users have / can make, making sure to have a clear path from point a to point b, warming your viewing up to be prepared for what is to come later and understanding that viewers often take the first bit of information given to them to heart.
HICK'S
LAW
Limit the choice the user has
Similar to the paradox of choice, Hick's Law predicts that the time and the effort it takes to make a decision, increases with the number of options. The more choices the more time users take to make their decisions.
Do all the options or repetitions need to be displayed at once?
If you can't minimize the options, put them in an order that can be scanned (alphabetical, grouped together with similarities)
The more choices you eliminate, the more enjoyable the experience will be, increasing the engagement.
Can you use filters?
Can you limit the choices?
Are your headings different enough from the secondary or tertiary content?
Can you use Gestalt Principles to help?
COGNITIVE
LOAD
The human mind has limited capacity
Cognitive load is the total mental effort it takes to process information related to reasoning and decision-making. This information is stored in your working memory, which is part of your short term memory.
As stated in the previous section, human's have a small capacity for holding information the brain needs in order to process what they are doing.
When it takes an excessive amount of cognitive load to use a website or app, or visually read information, the brain slows down, causing the user to feel distress.
In order to reduce cognitive load in your design, create a clear, easy, straight forward path from point a to point b. Ask yourself, is all this information needed for the viewer to accomplish their task?
The less steps the user needs to take, the better.
Use familiar visual cues.
Organize your design with reading patterns.
Create seamless workflow.
Use search suggestions to help the user.
PROGRESSIVE
DISCLOSURE
Creating a step-by-step flow
Progressive Disclosure should be used when in need of creating a step-by-step process. It is a technique where sequences of information and actions take place across multiple screens or sections. According to Nielsen, this technique can help make a website or app easier to learn and use.
Another form of this technique is starting the user off with simple tasks, getting them ready for more complex actions or tasks to take place later.
PRIMING
Priming is a strategy where the designer uses visual or verbal cues to help the user recall information, influencing how they may respond. Priming works by triggering the short-term memory before another task is introduced.
Priming can be used in design to "warm up" specific areas of peoples semantic network of association, guiding them towards certain thoughts and feelings. For example, in advertising, values and emotional responses can be associated with products and brand identity.
Environment and advertisement methods can be an asset in this strategy. TV ads vs. billboards have different effects.
Where is your design being seen?
What surrounds that location?
What could the user / viewer see, hear, smell, touch before seeing your design?
Aesthetics is the first impression.
"Warm up" your users
Prime people to think local restaurant
Restaurant Name
Weekday hours
Weekend hours
Address
Restaurant Name
Menu
Hours
Reservations
About
Location Near You
Prime people to think chain restaurant
ANCHORING
EFFECTS
Humans rely on the first piece of information
Designers can use the anchoring effect to their advantage. This is a form of cognitive bias that describes the human tendency to rely too heavily on the first piece of information offered to them.
Anchoring effects can be tied to value. For example, when you walk into a store, they often have the most expensive item right there for you to see first. Therefore, when you go to buy the product you went in for, it will seem like you got a deal.
Anchoring provides a context for estimating value. In marketing, efforts of success are determined by metrics. The anchoring effect can manipulate how people perceive and value concepts as well.
How long does it take for the user to understand what they are looking at?
What is the first thing the user will see?
How does the logo or name look?
Can you add a value to the design? Meaning is there a price, a number, something that can be measured?
