UX Final

What is cognitive dissonance? What basic thing must happen to reduce dissonance?

Cognitive dissonance refers to mental discomfort caused by conflicting attitudes and behaviors. In order to reduce dissonance, we must change the attitude or behavior.

Considering the relationship between cognitive dissonance and reward size, explain how the size of a reward helps change an attitude effectively using an example. You'll need to contrast large vs small rewards in your answer.

A smaller sized reward will encourage users to think over what they are doing, while the larger reward discourages that behavior. For example, if you got a large promotion and everyone is applauding you, you will likely think less about whether or not you are doing a good job in reality, when if your boss hands you a note saying "good job" and walks away without acknowledgement, that small reward and interaction will likely have someone thinking more about if they are doing a good job or not

Explain classical conditioning using and example

Classical conditioning is associating something with a stimulus. It can be used to condition users into feeling certain ways about certain actions. For example, on Canvas when you submit an assignment confetti appears which will make you feel more positively about submitting an assignment. Negative classical conditioning can be seen when you try to unsubscribe from something there is often negative imagery or symbols to make you feel negative about your decision.

Explain how UX designers use classical conditioning to encourage desired outcomes and discourage undesired outcomes

UX designers can use color, sound, and messages to create positive associations to encourage desired behavior, and discourage undesired behaviors.

Explain operant conditioning using an example.

Operant conditioning influences behavior by providing rewards and punishments after target behavior. Example positive reinforcement, when training a dog you might give them a treat for accomplishing a certain task. This can be optimized by immediate reward/punishment, not over rewarding, and unpredictability.

What three things optimize operant conditioning?

Operant conditioning is optimized by rewarding/punishing immediately, not rewarding too much, and by having unpredictable/variable rewards

Considering operant conditioning, explain a fixed interval reward schedule using an example.

In a video game, the fixed interval reward schedule is leveling up. The system is predictable and rewards you more at the start, then tapers off over time. For example, getting to level 10 could come very quickly, but level 50 could take longer than the first 10 levels combined.

Considering operant conditioning, explain a variable interval reward schedule using an example.

The reward is given at an unpredictable interval, is rare but paired with many attempts. A slot machine, for example, wins rarely and unpredictably but the payout attracts people.

Explain fast and slow cognitive systems using an example.

Fast: intuitive and effortless heuristics that are based on previous experiences that are used to make decisions about the next steps. (Logo, Attractive, Commercial) Slow: Rational and effortful that is used to make a bigger decision and comparing products to find the best option. More in-depth thinking that can take significantly longer than fast thinking.

What is the main argument of bounded rationality? Explain a small world problem using and example. Explain a large world problem using an example.

The main argument of bounded rationality is that it can be more rational to think fast (through intuitive and effortless heuristics such as logos, commercials, etc.) Small World: Playing a game of chess, the more you master it, the decisions become effortless and therefore the outcomes of every option is known. Large World: Options and outcomes tend to be unknown so naturally we satisfice (select the heuristic that makes the most sense given the situation at hand. For example selecting a show on netflix or picking what to eat-might pick the easiest or quickest option, only expecting an "ok" outcome.

Considering bounded rationality, define satisficing. Explain how satisficing is a rational response to large world problems.

Satisficing refers to making an intentional sub-optimal decision, which is a rational response to large world problems as there needs to be a tradeoff between accuracy and effort.

Considering bounded rationality, explain the imitate success satisficing heuristic using an example.

The imitate success satisficing heuristic is when people mimic the lifestyle and decisions of successful or famous people because they assume those decisions will help them achieve the same success. An example of this could be seeing someone on LinkedIn with a career that you want and trying to mimic their career path because you think it will get you to the same level of success instead of trying to think of a different path to get there.

Considering bounded rationality, explain the bandwagon satisficing heuristic using an example.

The bandwagon satisficing heuristic refers to just doing what others do and going with the flow. An example could be someone seeing many people are cheering for a sports team, so they cheer for them too, and join the "bandwagon".

Considering bounded rationality, explain the default satisficing heuristic using an example.

The idea of choosing the option that doesnt require you to opt into anything—for example, an organ donor by leaving the box unchecked, you're going with the default decision

Considering attention, explain how user goals (1) help determine how a user will use a system and (2) what they will attend to.

User goals will define how the system is used. Instructing users will be goal-focused and everything else is noise. Exploring users will have unclear goals, and their attention will be influences by potential signals and content features.

Considering attention & perception, define horror vacui. Explain what emptiness/white space optimizes using examples.

Horror vacui is the fear of emptiness or white space. White space optimizes visual hierarchy, signal to noise ratio, and perceived value, like with an app and storefront.

Considering attention & perception, define entry point. Explain barriers and lures using examples.

An entry point is the point of physical or attentional entry into a system. Barriers are things that prevent you from entering, so the goal is to have low barriers. This could be not having salespeople outside of the building or not making people make an account right away to use a service. Lures are things that try to attract you to enter, like discounts or making the platform very visually appealing and enticing.

Considering memory, define encoding, storage, and retrieval.

Memory is the storage and retrieval of knowledge; encoding is remembering only relevant info, storage is committing the info to memory, retrieval is remembering stored info

Considering memory, explain the relationship between encoding, visual hierarchy, and overload.

The relationship between encoding, visual hierachy, and overload is all these terms are aimed to help the user pay attention to the right info. Along with promoting good design techniques to do that.

Considering memory, explain how storage is context dependent using an example.

Memory storage is context dependent to help avoid overload and aid in recall. An example could be smelling a meal you always ate as a kid then remembering a specific instance of eating that meal as a kid.

Considering memory, explain how the depth of processing aids storage. In your answer, contrast maintenance rehearsal and elaborative rehearsal

Maintenance rehearsal is simple repetition that causes weak memories. When there is a greater depth of processing, through elaborative rehearsal and linking new knowledge to prior knowledge, it results stronger storage of memories, although it is harder.

Explain external cognition using two different examples.

External cognition is the use of an outside technology to help you with remembering and managing things. For example, lots of people use calendar apps to keep track of important events or birthdays. People also often set alarms or reminders to prompt them to leave or get ready to go, which offloads some of the cognitive effort.

Define (generally/briefly) personal information management (PIM). Explain what LATCH is. Explain how LATCH relates to PIM.

PIM is our personal management of information. We have a ton of info/data we need to organize so LATCH is used to organize this data. LATCH is a way to organize the information. L=Location(physical or geographical), A=Alphabetical(made for a large amount of data), T= Time(events over a period of time), C=Category(based on similarity, such as genres on Netflix), H=Hierarchy(classify based on the magnitude of information, such as high to low pricing).

Considering external cognition, explain pragmatic vs epistemic action using the same technology as an example.

On instagram the pragmatic action is to take a picture from the camera and upload it to the story. The epistemic action is editing the photo adding emojis, songs, words, etc.

Using two different examples, explain embodied cognition. Give one example of how designers apply embodied cognition.

Embodied cognition is using info from the body to influence your cognition. This could include how we interpret gestures while people are talking in addition to what they are saying. Designers can use embodied cognition by applying real-world effects, like having a shuffling cards sound when you click shuffle, to make the experience more immersive.

Considering eye gaze, what are fallow areas? Why are they useful? Use the Z-pattern to ground your answers.

Fallow areas are the strong fallow area in the top right and the weak fallow area in the bottom left corner of a screen. They are useful when you are trying to either emphasize or hide information. For example, companies might put less important content or things they are trying to hide in the bottom left corner of a screen because people are less likely to focus on information put there.

Considering eye gaze, describe the layer-cake fallow pattern. In your answer, explain where/when the layer-cake pattern occurs most often and what design elements encourage this fallow pattern.

During the Eye gaze, the layer cake pattern is the "F" pattern. This pattern occurs most in websites, Social media websites, reading, scanning, and reading articles. Visual hierachary( color, size, typeface( font), effects(bolding). Lastly, clarity and clear headers.

Considering perception and eye gaze, what 3 techniques can designers use to hide/suppress information? Given an example of each technique.

1. Fallow selection - Put information in the weak fallow section (bottom left). 2. Legibility - Manipulate the visual hierarchy to avoid legible text. 3. Distraction - Make the strong fallow section very interesting to pull eyes away from the weak fallow section.

Considering paradox of choice, explain who maximizers and satisficers are using examples.

Maximizers are users who will research extensively to ensure they get the thing that they want, but Satisficers will choose a selection that satisfies without committing to research.

Considering paradox of choice, how can designers satisfy both maximizers and satisficers? In your answer, tether each technique to a single example (e.g., website)

1. Offer Similar choicers: shows pages of similar items, giving a plethora of options for the same object or type. 2. Recommendation engine or filter: EX: Target has many filters to get to a singular object (How many clicks did it take to get to the welcome mat) 3. Offer a guarantee (Most places guarantee great service, same day delivery (Amazon), etc..)

Considering optimizing memorability, explain chunking using one example of poor chunking and one example of good chunking.

Chunking: grouping units together (eases encoding and storage of information)-the more info the more chunking needed. Poor: A giant paragraph that isn't broken up, with no breaks or headers. It is hard for users to easily navigate. Good: Breaking a writing piece into paragraphs, bullets, and using concepts of visual hierarchy in the layout of it (headers, bold, italicize, font color, size, etc).

Considering optimizing memorability, explain how serial position affects memorability and influence (i.e., holistic perception of all the content in the series) using examples.

Serial position affects memorability because people are more likely to remember things said at the beginning or end. For example, putting the negative side effects of a medication in the middle of the advertisement might make them less memorable so people will think more about the positive impacts. The most influential position is at the beginning, people will anchor their idea to the initial value of something.

Considering optimizing memorability, explain how emotionality and narrative/stories improve stickiness using examples.

To improve stickiness, making something evoke a lot of emotions can make it more persistent and memorable. For example, the ASPCA ads are intentionally very sad and play on your emotions to make you feel bad for the animals, making them more memorable than a traditional ad. Similarly, adding a narrative or story can make it easier to remember, like how sometimes those ads use a story about a specific animal to make it even more memorable than a generic ad.

Considering interference and convention, why would a designer break from convention? Use an example to illustrate.

A designer might break from convention in order to grab attention, confirmation, fun, or experience. Breaking from convention interferes with mental models and creates innovation.

Explain the nature of the approach and avoidance motivational systems. Then, discuss how the systems' independence can create conflict using an example. (do not discuss positivity offset negative bias (PONB) in this answer. Instead, only reference the slides prior to PONB)

Approach is when you seek opportunities, and avoid is when you avoid potential dangers. The system's independence can create conflict when you have a donut, and the approach is that it tastes good and the avoid is that it is not very nutritious.

Explain positivity offset and negative bias (PONB; of the approach and avoidance motivational systems). In your answer, compare the systems at low and high intensity levels. At both levels, give an example.

PONB refers to the intensity scales which determine whether or not we will be approach motivated or avoidance motivated. When you are experiencing positivity offset or a low intensity level, you are more likely to take risks, like trying a free sample when walking around and not being in a rush. On the contrary, if you were experiencing negativity bias and a high intensity level, you would be more avoidant oriented, and not take time to try something new on your walk.

Explain how positivity offset (of the approach and avoidance motivational systems) applies to design using an example.

Positivity offset can be used in design by incorporating elements to encourage a user to explore and try new things. An example of this could be Instagram which has the explore page, encouraging users to spend more time exploring the app and finding new content.

Explain how negativity bias (of the approach and avoidance motivational systems) applies to design using an example.

At a high intensity, we are more likely to be avoidant. In design, if we can recognize someone might need to find something quickly, we can make it easier to access and more visible. At a low intensity, we are more likely to be approachable and try new things, which is where as designers can collect feedback in the form of a short survey.

Considering emotional interaction, explain the aesthetic usability effect and why it occurs using an example.

Aesthetic Usability effect: Attractive things seem easier to use to the user. The more noise an object has, the more options the user has. The sleeker more simpler design makes it easier for the user to intuitively use the object. For example, the microwave with more buttons and less sleek design looks harder to use than the silver surfaced one.

Considering emotional interaction, explain the biophilia effect and why it occurs using an example.

Biophilia effect is that when something feels naturalistic, it reduces stress and improves concentration, and it occurs because of the biological tendency to love nature. An example would be seeing a pic of a waterfall or flowers, and feeling less stressed and more capable of a task.

Considering emotional interaction, explain wabi sabi and why it occurs using an example.

Wabi Sabi is naturalness and imperfection in design to mimic nature/time passage. It occurs because people tend to prefer imperfect, aged, more natural aesthetics. (ex. an ages doorknob over a glossy fake new one).

Considering emotional interaction, (1) explain contour bias, (2) why it occurs, (3) why a designer would use contour using an example, and (4) why a designer would avoid contours using an example.

In contour bias, we have a preference for more natural images because sharper angled images are more associated with danger. This is because of our biological tendencies. A designer would use contour to alleviate stress or give a relaxing experience. A designer would avoid contour if they need to capture the users attention and if its an emergency.

Considering emotional interaction, what are expressive interfaces and why/when do designers use them?

Expressive interfaces are often used when something fails or goes wrong with a system. They use the interface to convey emotion and turn a negative experience into a positive one, like the dinosaur game that comes up when you lose connection to the internet.

Considering affective computing, what are some ways that designers capture emotion? Give 3 examples to illustrate. Identify the 3 things that affective computing is useful for.

Some ways that designers capture emotion are using camera facial recognition, speech analysis, and text analysis. Things that affective computing is useful for: 1. Evaluation—evaluate how the users are feeling 2. Predict—predict what the user will do 3. Optimization—optimize products so the user uses it more or we can change this users behavior

Considering affective computing, what are feedback loops? How are they used for behavioral intervention? Give two different examples to illustrate.

Feedback loops make current behavior more obvious. They are used for behavioral intervention by making your actions more clear to you. Two examples could be the gas light popping up in your car, or Alexa shutting off for a while if you disrespect it.

What is a prototype? What do they accomplish?

Prototype: a concrete manifestation of an idea These can be used as a powerful, persuasive tool to communicate ideas among teams, help stakeholders determine suitability, and allow users to test out ideas.

Explain the differences between low and high fidelity prototypes in terms of their characteristics and what they accomplish.

Low Fidelity is like crude or cheap and quick project; its your draft of the product. High Fidelity is the complicated, time consuming and expensive product of the design. Can look like the final product, Great for display. Low fidelity is good for trail and error;finalizing ideas.

Explain the differences between horizontal and vertical prototypes in terms of their characteristics and what they accomplish.

Horizontal prototypes demonstrate all functions with little detail (shallow), and is good for displaying breadth, and vertical prototypes demonstrate few functions with great detail (deep), and is good for depth.

What is an empathy map (identify its major components)? What does it accomplish? Be able to recognize a description of one.

An empathy map is a visualization of the user to show needs. The major components are to what the user says, thinks, does, and feels. It's meant to understand the user and how the product makes them feel.

What is a journey map (identify its major components)? What does it accomplish? Be able to recognize a description of one.

A journey map is a prototype that uses storytelling and visualization to convey user goals and actions over time. The components are extensive text for each stage, pain/friction/problem points. The goal is to create a mental model for all teams, and to understand the user and their goal.

What is a sketch? What does it accomplish? Be able to recognize a description of one. What is a sketching vocabulary?

A sketch is a cheap mock-up to communicate ideas and create an early iteration. A sketching vocabulary can be compared to a legend or key on a map, it is used to identify drawings or symbols in early sketches.

What are cards? What does they accomplish? Be able to recognize a description of them.

Cards are used to simulate screens and functions and providing a rough, semi-interactable product. They help communicate the base idea of the concept, and they help for user testing and evaluation.

What is a mood board (identify its major components)? What does it accomplish? Be able to recognize a description of one.

A mood board is a collage that has a certain tone and style. Its major components are images, concept art, textures and emotions. It is used to convey emotional tone and an aesthetic direction.

Considering all types of prototypes (e.g., empathy maps, sketches, cards, etc.), which are more research oriented (briefly explain why)? Which are more design oriented (briefly explain why)?

Research oriented: empathy maps, cards. because is users thought processes

Design oriented: sketches because lets you layout interaction flows