UI Design Best Practices and Common Mistakes

Although the title UI designer suggests a departure from the traditional graphic designer, UI design is still a part of the historical tradition of the visual design discipline.
With each movement or medium, the discipline has introduced new graphic languages, layouts, and design processes. Between generations, the designer has straddled the transition from press to Xerox, or paper to pixel. Across these generations, graphic design has carried out the responsibility of representing the visual language of each era.
As UI design transitions out of its infancy, what sort of graphic world can we expect to develop? Based on the current trajectory, the future looks bleak. Much of UI design today has become standardized and repeatable. Design discussions online fixate on learning rules to get designs to work safely rather than pushing the envelope or imagining new things.
The tendency for UI designers to resort to patterns and trends has not only created a bland visual environment, but it has also diminished the value of the designer as processes become more and more formulaic.
As we review UI best practices and common mistakes, the most pressing concern is not technical proficiency but avoiding an onslaught of repetitive and visually boring designs.
The top five most common UI design mistakes are:
  1. UI designers have become rule-obsessed.
  2. The grid is restricting the creative process of UI designers.
  3. UI design has been standardized with patterns.
  4. Typefaces are tragically misunderstood.
  5. Contrast is not a design cure-all.
Best practices for interface design
Understand principles and be creative within their properties. Following rules will only take you where others have been.

Common Mistake #1: UI Designers Have Become Rule-obsessed

The world of graphic design has always followed sets of rules and standards. Within design disciplines, common mistakes closely coincide with a standard rule that has been broken. From this perspective, design rules appear to be trustworthy guides.
However, in every design discipline, new movements and creative innovation have resulted from consciously breaking rules. This is possible because design is conditional and requires designer discretion. Design is not a process with finite answers. Therefore, design rules should be considered as guidelines rather than cold, hard facts. The experienced designer knows and respects the rule book just enough to be able to break out of the box.
The way design is discussed online often revolves around lists of do’s and don’ts. Master the 10 Easy Steps to Design Perfection! Unfortunately, design requires a much more robust understanding of principles and tendencies. The path to good design does not run through systematic adherence to checklists.
Interestingly, if designers stop breaking rules, then no creative breakthroughs can be made. If UI designers only develop the ability to follow guidelines rather than honing their decision-making abilities, they may quickly become irrelevant. How else will we argue that our work adds greater value than off-the-shelf templates?

Be Wary of “Top 10” Design Rules

The issue with design rules in today’s world of UI design is their abundance. If designers need to solve problems, they can simply look to the existing UI community and their set of solutions. However, the plentitude of these guides and rules undermine their credibility.
A Google search for “Top UI Design Mistakes” yields a half million results. What are the odds that most, if any, of these authors agree with one another? What is the likelihood that each design tip offered accurately coincides with the design problems of a reader?
Often, online educational articles discuss acute problems rather than the guiding design principles behind an issue. The result is that new designers never learn why design works the way it does. Instead, they become dependent on what has come before. Isn’t it a concern that so few of these articles encourage design experimentation or play?
Designers should draw on a toolkit of guiding principles rather than a book of predetermined rules and design templates. “Press x for parallax scrolling and y for carousels. Before choosing, refer to the most recent blog post on which navigational tool is trending.” B-o-r-i-n-g-!
Trends are like junk food for designers. Following them produces cheap solutions that offer some initial payback but little value over the long haul. Trend-following designers date themselves quickly. The reward for following someone else’s design path? A gnawing sense of professional emptiness.
It’s true that working to invent your own styles and systems is hard work, but it’s absolutely worth the effort. The daily gains and breakthroughs are all your own. There’s something about copying that never seems to feed the designer’s soul.

Common Mistake #2: The Grid Is Restricting the Creative Process of UI Designers

Despite my rant against rules, here’s one: It’s impossible for a UI designer to work without a grid. Web and mobile interfaces are fundamentally based on pixel-by-pixel organization—there’s no way around it.
However, this does not mean that UI designers should only strive for grid-centric appearances. Likewise, there’s no reason for all design-related decisions to be based on a grid.

Avoid Using the Grid as a Trendy Tool

Generally, designing in response to trends results in poor design. At best, trends lead to satisfactory outcomes, but the overall impact is almost certain to be underwhelming. To be trendy is to be ordinary.
Therefore, when employing a grid in a design, understand what the grid has to offer as a tool and what it might convey. Grids generally represent neutrality as everything within the constraints of a grid appears equal.
Grids also allow for an unbiased navigational experience. Users can jump from item to item without any interference from the designer’s curatorial hand. With other navigational structures, the designer may be able to group content and establish desired sequences more intentionally.
UI design best practices and tips and tricks
Although a useful tool, the grid can be very limiting to designers.

Don’t Default to the Grid as a Workflow

Dylan Fracareta, faculty at Rhode Island School of Design (RISD) and director of PIN-UP Magazine, points out that “most people start off with a 12-column grid…because you can get 3 and 4 off of that.” The danger here is that designers immediately predetermine their work.
To prevent this, Fracareta only uses the move tool with set quantities, as opposed to physically placing things against a grid line. This has the double effect of establishing order and opening up the potential for unexpected outcomes.
Designing for the browser used to mean that we would input code and wait to see what happened. Nowadays, web design is similar to traditional layout design, where the process is “more like adjusting two sheets of transparent paper.” How can we, as designers, benefit from this process?
Although grids can be restrictive, they are one of our most traditional forms of organization. The grid is intuitive. The grid is neutral and unassuming. Grids allow content to speak for itself and users to easily navigate an interface. Despite my warnings towards the restrictiveness of grids, different arrays allow for varying levels of guidance or freedom.

Common Mistake #3: UI Design Has Been Standardized with Patterns

The concept of standardized design elements predates UI design. Architectural details have been repeated and applied to similar design circumstances for centuries. This practice makes sense for parts of a building that people rarely perceive.
However, once architects standardized common elements like furniture dimensions and handrail heights, people began to express disinterest in the beige physical environments that resulted.
UI architecture best practices
Once considered best practice in the field of architecture, we now realize that row after row of standardized office furniture made for an agonizing work environment.

Not only this, but standardized dimensions were proven to be ineffective. Based on statistical averages, they often failed to serve large segments of the population. Repeatable details have their place, but they should not be used uncritically.

Designers Shouldn’t Use Patterns as Products

Many UI designers view patterns as something greater than a simple time-saving tool. They see them as off-the-shelf solutions to complicated design problems. Patterns are intended to standardize recurring tasks and artifacts in order to make the designer’s job easier. Regrettably, certain patterns like carousels, pagination, and F-patterns have become the entire structure of many of our interfaces.

Is Pattern Use Justifiable?

Designers tell themselves that the F-pattern exists as a result of the way that people read on the web. Espen Brunborg points out that perhaps people read this way as a result of our F-pattern overuse. “What’s the point of having web designers if all they do is follow the recipe?” Brunborg asks.

Common Mistake #4: Typefaces Are Tragically Misunderstood

Many “Quick Tips” design lists suggest hard and fast rules for fonts. Each rule is shouted religiously, “One font family only! Monospaced fonts are dead! Avoid thin fonts at all costs!” This is nothing more than hot air.
The only legitimate rules on type, text, and fonts center on enforcing legibility and conveying appropriate meaning. As long as the text is legible, there may be opportunities to employ a variety of typefaces. The UI designer must take on the responsibility of knowing the history, uses, and design intentions for each font implemented in an interface.

Typeface Legibility Reigns Supreme

Typefaces convey meaning and affect legibility. With all of the discussion surrounding rules for legibility on devices, designers are forgetting that type is designed to imbue a body of text with an aesthetic sensibility. Legibility is critical—this isn’t to be disputed—but it really should be an obvious goal. Otherwise, why would we have a need for anything beyond Helvetica or Highway Gothic?
The important thing to remember is that fonts are not just designed for different contexts of legibility. They are also essential for conveying meaning and giving bodies of text nuanced moods.
UI design tips and tricks for typography
Each typeface is designed with its own use case in mind. Don't allow narrow rules to restrict an exploration of the world of type.

Avoiding Thin Fonts at All Costs Is Unwise
Now that the trend has come and gone, a common design criticism advocates avoiding thin fonts entirely. But do we need more regulations? Shouldn’t the goal be a deeper understanding of the design principles supporting typefaces?
Some designers are convinced that thin fonts are impossible to read or untrustworthy between devices. Legitimate points. Yet, this represents a condition in the current discussion of UI design where typefaces are only understood as a technical choice relating to legibility. If legibility is the only design concern, why not banish thin fonts altogether?
A more holistic approach begins with understanding why a thin font might be advantageous, and within what contexts. Bold, thick text is actually much more difficult to read at length than thinner text. Yet, as bold fonts carry more visual weight, they’re more appropriate for headings or content with little text.
Thin fonts often employ serifs, making them suitable for body text. How so? Serif characters flow together when viewed in rapid succession, making them more comfortable for long periods of reading.
Additionally, thin fonts are often chosen because they convey elegance. If a designer is hired to create an interface for a client whose mandate is visual sophistication, it would be difficult to find a heavier typeface to do the job.

Fonts Require Variation to Establish Hierarchy

A common UI design mistake is failing to provide adequate variation between fonts. Changing fonts is a good navigational tool that helps to establish a visual hierarchy within an interface. In general, the largest items (or boldest fonts) are most important and carry the most visual weight. Visual significance helps users identify content headings and frequently used functions.

Too Much Variation Undermines Hierarchy

The issue with making every font choice unique, especially when an interface contains many typefaces, is that nothing really stands out. If every font is different, it becomes difficult for users to recognize important content or establish a sense of visual order.

Common Mistake #5: Contrast Is Not a Design Cure-all

A common thread that appears on many “Top Mistakes” lists encourages UI designers to avoid low-contrast interfaces. It’s true that there are many instances in which low-contrast designs are illegible and ineffective. However, my worry, similar to my points on thin fonts, is that the use of absolute language leads to a homogenous, high-contrast design culture.

Defaulting to High Contrast Is Careless

High contrast visuals are undeniably stimulating and exciting. However, there are many more states within the human emotional range worth conveying. To be visually stimulating may also be visually safe.
Take, for instance, the entire industry of contemporary sci-fi film. It seems as though every production has resorted to black and neon blue visuals as a way of tricking viewers into excitement. Would it not be more effective to interweave narratives with both high and low contrast images that provoke a broader scope of emotional responses?
Functionally, if every element in an interface is in high contrast to another, then nothing stands out. This defeats the potential value of contrast as a hierarchical tool. Considering different design moves as tools, rather than rules, is essential to avoiding stagnant, trendy design.


At best, design rules are guides. They provide decision-making safety and warn designers of the dangers of thoughtless choices.
Conversely, design rules are not laws. They are not unbreakable, and they are certainly not deserving of our undisputed surrender. In fact, design rules, when followed recklessly, can become serious crutches that weaken our ability to solve problems creatively.
Designers are not scientists. We are not bound to provide empirical evidence for every aesthetic decision we make. It’s true that our profession is one of process and deliberate judgments, but there is room for instinct and ingenuity. In fact, our ability to help our clients stand out in a cluttered world of trendy content depends on our willingness to imagine new possibilities.
We must experiment. We must play.
Design rules exist to be leveraged for visual advantage. They may be bent, even broken, but they are never to be blindly followed.
This article was originally published at here

About Author
Micah Bowers

Best books to learn about Usability Testing

Usability Testing is very important area in complete User Centered Design process. Presenting best books to learn about Usability Testing in detail.

1. Practical Guide to Usability Testing

Author: Joseph S. Dumas

The book begins by defining usability and explaining methods of usability engineering. Readers are taken through all the steps for planning and conducting a usability test, analyzing data, and using the results to improve both products and processes. Included are forms that can be used or modified to conduct a usability test, and layouts of existing labs that will help readers to build their own.

2. Handbook of Usability Testing: How to Plan, Design, and Conduct Effective Tests

Author: Jared Spool, Jeffrey Rubin, Dana Chisnell

Whether it?s software, a cell phone, or a refrigerator, your customer wants?no, expects?your product to be easy to use. This fully revised handbook provides clear, step–by–step guidelines to help you test your product for usability.

3. Eyetracking Web Usability

Authors: Jakob Nielsen and Kara Pernice

Eyetracking Web Usability is based on one of the largest studies of eyetracking usability in existence. Best-selling author Jakob Nielsen and coauthor Kara Pernice used rigorous usability methodology and eyetracking technology to analyze 1.5 million instances where users look at Web sites to understand how the human eyes interact with design.

4. Prioritizing Web Usability

Authors: Hoa Loranger and Jakob Nielsen

After more than a decade of Web usability research, we literally have thousands of guidelines for making better websites. But what are the most important ones that all designers need to know? That's what Prioritizing Web Usability is about.

5. Usability Inspection Methods

Authors: Jakob Nielsen

The first comprehensive, book-length work in the field of usability evaluation. Designed to get you quickly up and running with a full complement of UI strategies, tools, and techniques. This extremely practical guide offers you a unique opportunity to learn them from the women and men who invented the techniques.

6. Usability Engineering

Author: Jakob Nielsen

 Detailing the methods of usability engineering, this book provides the tools needed to avoid usability surprises and improve product quality. Step-by-step information on which method to use at various stages during the development lifecycle are included, along with detailed information on how to run a usability test and the unique issues relating to international usability.

7. UX Design and Usability Mentor Book

Author: Emrah Yayici

 The book explains best practice user experience design and usability testing tools and techniques

8. Remote Research

Authors: Nate Bolt and Tony Tulathimutte

Remote studies allow you to recruit subjects quickly, cheaply, and immediately, and give you the opportunity to observe users as they behave naturally in their own environment. In Remote Research, Nate Bolt and Tony Tulathimutte teach you how to design and conduct remote research studies, top to bottom, with little more than a phone and a laptop.

Find more UX Books >>

Feel free to suggest more books on Usability Testing

Importance of User Experience in Online Business

Starting or owning Online Business like E-commerce, sales, learning etc. and not getting optimum business/customers. Have you checked about User Experience of your product/services ever, if not then then don’t waste time and work on improving user experience.
User experience is not only limited to what user feels, it is directly proportional to the business. Rich in UX results in to more Re-business, builds trust, and increases emotional touch which converts into more business.
Business grows with customers and  if they are happy with your services they will love to come back and they will advertise for you. Best publicity is mouth publicity.

Evolution of IT industry and UX
In early ages of IT, company or individual who is having technological capabilities wins the business. Then more companies became technology capable then Usability of services/product came into picture. Company with Technology + Usable products won the business in that age. Then 3rd generation came, where most of the companies have thought of technology and implemented Usability, now company with technology capabilities + usable product + Better user experience is winning the business.

Your competitor is just one click away.
In an online business company, competition is very high and critical because your competitor is just one click away from you. If customer/user is not getting proper care or satisfied with your product/service there are lots of other websites are available for him in just one click. So for acquiring new customers and re-business from old customers UX plays an important role.

Myth about UX

Myth 1: UX is about web design – This is the biggest Myth about UX. UX is far bigger than that, UX is an Ecosystem in which Human, product, service, company, business etc. are involved.

Myth 2: UX is about how beautiful site/app looks. UX is not about how site looks, it is about how customers’ intend/need is getting fulfilled using less/effective efforts which should bring feeling of happiness and satisfaction.

Example: E-commerce and UX

For an E-commerce retail online business, UX starts from very first interaction of your business with customers i.e. Website/app etc. and it continues till complete customer journey. Some questions about E-commerce which can tell about UX of your business,

- Is user able to know that whatever he/she needs, available in your website?
- Is user able to find easily what he/she wants?
- Is user able to make required decisions to purchase that product/service?
- How simple is the complete check-out process?
- If purchased, then are you able to deliver the product/service in best time for him/her?
- Are you offering any after purchasing services like assistant, guide etc.?
- How you are building relationship with your customers?

From where you should start
Firstly make your website/app usability compliance. Hire a Usability Expert or User Experience Expert for complete user research. Note that this research is not only about website/app but also contains analysis of your complete service/process.
Prepare complete customer journey map and map it with customer experience. Find opportunistic areas for improvement in experience. 

Abhishek Jain (User Experience Designer)

Design Psychology and the Neuroscience of Awesome UX

There’s a science as to why particular designs catch your eye and get your blood pumping.
The human brain is lazy, biased, and prone to shortcuts.
The user experience study of human cognition can be mushy, unscientific, and filled with false assumptions—perhaps it’s the fault of a lazy brain.
Cognition is complex, and many factors play into gut reactions or an instant impression. When you ask someone, “Why’d you do that?” there’s a high chance they won’t be able to answer or that you’ll misinterpret their response.
Enter neuroscience.
design psychology and the neuroscience of great ux
While research methods like observation and interviewing often require the UX researcher and participant to make guesses, modern technology like eye tracking allows researchers to study nearly imperceptible reactions and preferences.
In the case of products with substantial traffic, seemingly tiny details like the width of a button or the color contrast of text can make millions of dollars of difference. That’s why tech giants like Facebook and Google are beginning to employ neuroscience-based techniques to study how people use their products.
Let’s start with an introduction to reactive, “fast thinking” and provide a few tips for designers to help leverage the power of neuroscience in order to create great user experiences.

Design Psychology: Fast Thinking, Slow Thinking

It is no secret that much of what drives human behavior is subconscious. In the milliseconds after a person encounters a new app or website, millions of neurons fire and the brain makes hundreds of subconscious decisions.
Am I in the “right” place? Should I trust this site?
YouTube UX Researcher Javier Bargas-Avila determined in a 2012 study that people form aesthetic reactions to a web page in the first 17 to 50 milliseconds after exposure.
To put that into perspective, it takes the eye 300-400 milliseconds to blink. Your product may receive its trial, judgment, and sentence all in less than the blink of an eye.
These impressions might not register, but they do impact behavior. For example, if a site loads slowly and the brain reads the first items that load as “off-topic” the user may navigate away immediately rather than wait for the site to load.
web ux user testing
Companies like Facebook invest significant resources into studying load order of elements. If someone logs into Facebook and doesn’t see any notification badges, they may navigate away instantly. If the badges load first, they may wait while the content-heavy News Feed loads.
Nobel laureate Daniel Kahneman’s book Thinking, Fast and Slow breaks human thought and decision making into two systems to help illustrate the difference.
System 1: fast, automatic, frequent, emotional, stereotypic, subconscious.
System 1 thinking is reactive—responsible for complex but instinctive cognition like determining the distance between objects or determining emotional responses. Your lazy brain generally defaults to System 1 thinking.
System 2: slow, effortful, logical, calculating, conscious, infrequent.
System 2 thinking is analytical and is applied to more complex scenarios, like determining appropriate social behavior or comparing two products with different prices and characteristics.
fast and slow thinking in design psychology
Since the brain doesn’t want to re-process information or make novel decisions every time it is faced with a new scenario, much of human decision-making falls into System 1, or “fast thinking.”
When making decisions quickly the brain can over-rely upon schemas or mental models—familiar patterns of information and interaction. When System 1 thinking is engaged, System 2 never kicks into effect. People may not be aware of their brain’s decision-making shorthand, but it strongly impacts their behaviors and perception of the product.

The Science of Psychology in Design

The human brain consumes a whopping 25% of the body’s oxygen despite making up only about 2% of its mass. The brain is lazy as a survival mechanism—pattern recognition and shortcuts mean less energy spent consciously processing the situation. The brain identifies things, labels them, and ignores them until they’re relevant again.
The brain’s preference for patterns and lazy decision making might make survival easier, but it makes UX design more difficult. How do you study something your research subject can’t even perceive?
A handful of neuroscience techniques have recently made the jump into UX research, helping researchers shed light on the things that stimulate “fast thinking.”
Attention and perception can be studied with eye-tracking cameras. Emotional response and arousal can be determined with skin sensors or facial analysis. Electrical response in the brain can be measured with electroencephalography.
brainwave analysis testing design psychology
An electroencephalogram (EEG) is a test that detects electrical activity in the brain.

To designers, it might sound like an impossible task to capture someone’s interest and convey vital information in less than the blink of an eye. Luckily, just as neuroscience can help us diagnose problems, it can also reveal general solutions and best practices.
Here are a few general lessons learned from neuroscience user experience research that designers can employ when designing digital products.

Design Psychology Tip #1: Make It Easy to Identify

Everyone arrives at a website or an app with some expectation of what it should look like. Staying close to that expectation helps designers benefit from instant subconscious decision making.
The person who opens your app or website wants to know a) does this have what I am looking for; and b) is this high quality? Keeping designs simple and keeping brand, services, and products front and center help people orient themselves.
Putting some information front and center means keeping other information from crowding it out. Decluttering a design is just as important as re-arranging components.
You’ll notice a movement across tech companies to simpler, less crowded interfaces. These minimalist designs outperform more complex designs in task completion and visual clarity is shown to impact purchasing decisions on and offline.
It’s been scientifically proven that visually simple and clean designs perform better. The lazy brain can grasp the site’s purpose instantly and understand what action to take.
minimalist design vs noisy ui design for better web ux
Noise vs. calm. Google has optimized their site to draw the user's eye to their logo and encourage interaction with the search box. In 2017, they held 80.5% of total web search traffic, up from 65.5% in 2016.

Design Psychology Tip #2: Indicate What’s Coming

Priming, or preparing someone for some upcoming information or interaction can improve the user’s ability to understand and react to new information. You can prime someone to expect things like elements of the UI, certain interactions, or timing in a process.
For example, Yelp uses an additional screen to alert users they are leaving Yelp to visit a third-party site. The additional context helps signal the user to expect a new design and information architecture.
yelp priming example in psychology of design
Priming is a double-edged sword. Information you do not mean to communicate can still impact decision-making. For example, if your photography company only features pictures of babies, a person might incorrectly snap to the assumption that you serve infant clientele only.

Design Psychology Tip #3: Organize for Lazy Readers

Eye tracking studies are able to follow a person’s gaze as they interact with a product. They can produce heat maps that show the length of time spent focused on one part of the screen, or maps of how the eye jumps around the page.
We know that, across industries and app types, the brain commonly scans for information in an F-pattern (or E-pattern). The person looks at the information at the top, reading to the right, and then scanning down the page for relevant information or icons.
Breaking the F-pattern—for example, putting important information in the bottom-right corner—will make it harder to find.
eye tracking studies psychology and design
Eye-tracking heatmaps show the length of time participants focused on each part of the page. Notice the F-pattern to the attention, and that attention drops off as the person moves down the page.

Tame Your Text

According to a Nielsen Norman study of 45,237 page views, people read only about 20% of the text on a page. Worse, on sites with more content, people dedicated only about 4 extra seconds for each additional 100 words of text.
In a world where people don’t read word-for-word, Nielsen Norman employs the following guidelines for scannable text.
  • Highlighted keywords
  • Meaningful subheadings
  • Bulleted lists
  • One idea per paragraph
  • The inverted pyramid style—start with the conclusion
  • Half the word count (or less) of conventional writing
bad web ux too much text on website
The sheer amount of text on this site is hard to absorb—the user may exit immediately rather than keep reading. The text is uniform without bolding or bullets. The section titles are generic, making it hard to parse accurately without reading.

Work with Color Pop and Contrast

Text organization and location are not the only important factors in design. Color theory, weights, and contrast can be used to direct user attention.
NASA’s cockpit design team uses luminance—or the perceived brightness of a design—to help manage the pilot’s attention in an area crowded with competing information. The cockpit design team uses color and contrast to give visual prominence to the most important elements.
nasa's cockpit design uses design psychology and color theory
Luminance, and contrast, can be used across your product to highlight or downplay specific information, but it is most often referenced in button or call-to-action design. As you can see in the red example buttons below, though the button in the top left corner is the most saturated, it “feels” the brightest because the contrast is the highest.
web button contrast test for web ux
Contrast and luminance are just a first step. Color theory suggests balancing your product’s colors by using the dominant color 60% of the time, secondary 30%, and accent 10%. This breakdown is consistent with the neuroscience behind what draws the eye. Because the accent color is used the least, it draws the eye the most.
web ux color contrast test for design psychology
Just as the use of bright color can draw the eye, use of more muted colors can help a user determine which information is secondary or less important. For example, most websites use footer areas with a more neutral color to show separation from the rest of the information on the page.
Any features or information designers de-prioritize help the user focus directly on the most import interactions or information.
alaska airlines website footer color psychology
Most websites use muted colors at the bottom to denote navigation or reference material. The brighter colors in the center signal to the user that they are the most important information.

Design Psychology Tip #4: Gut Check

Luckily you don’t need thousands of dollars of eye-tracking software or an electroencephalogram to tell if a design is working.
5-second tests are a powerful tool for determining whether or not your designs are instantly understandable.
In a 5-second test, the participant views a site or app for 5 seconds, then responds to questions about the subject matter and design. Unable to refer back to the image, the participant gives their “impressions”—what participants assumed was the purpose and function of the product, and what they would do or where they would look for next steps.
Your product might have all the functionality your user desires, but if the lazy, pattern-loving brain can’t instantly grasp that, it will move on.

Designers as “Mind Readers”

As we learn more about design psychology, the brain, and perception, design norms will continue to change across the industry. The connecting thread is data—as methods for the study of neuroscience and cognition improve, so will the type and quality of data available for UX design.
Great user experience design isn’t magic—it’s science. Neuroscience.
This article was written in collaboration with UX researcher Caitria O’Neill, previously at Facebook and a fellow at Stanford’s d.school

Article originally posted here

About Author
Miklos Philips
Principal UX Designer @ Toptal