{"id":23974,"date":"2021-05-25T22:42:35","date_gmt":"2021-05-25T22:42:35","guid":{"rendered":"https:\/\/www.experfy.com\/blog\/?p=23974"},"modified":"2023-08-19T13:15:36","modified_gmt":"2023-08-19T13:15:36","slug":"the-science-behind-the-ux","status":"publish","type":"post","link":"https:\/\/www.experfy.com\/blog\/software-ux-ui\/the-science-behind-the-ux\/","title":{"rendered":"The Science Behind The UX"},"content":{"rendered":"\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

Have you ever heard the expression \u201cIt\u2019s as easy as A-B-C?\u201d\u00a0<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

That\u2019s how easy it should be to apply simple cognitive science principles to a designed user experience. This is true whether you\u2019re applying them ahead of time to design a user experience or applying them after the fact to evaluate a user experience in hopes of improving it.\u00a0<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

There are three simple rules to follow.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

At first glance, they might seem a little complex, but you can start applying them at a very shallow level. Guiding your practice through these three rules will greatly improve your results.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

What are the rules?<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t

Make your website out of glue, not rubber<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

Do you remember the children\u2019s rhyme that goes: \u201cI am rubber. You are glue. Everything you say bounces off of me and sticks to you.\u201d? A couple of generations of North Americans grew up reciting that in response to an insult.
Most visitors to most websites bounce. That is, most people who land on any given page leave without interacting with it.
Shall I tell you why? It\u2019s no secret. But if you take this to heart, your practice will improve and your bounce rate will drop.\u00a0<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

The part of the brain that decides whether you\u2019re on the right page is not the same as the part of the brain that reads or thinks logically. No, it\u2019s much, much faster. In fact, simple visual recognition of complexity happens in about 17 milliseconds, and visual recognition of familiar environment is right behind it at 50 milliseconds. To put that in perspective, it takes you about 400 milliseconds to blink. Reading, or the visual recognition of combinations of letters in words, takes about 270-370 milliseconds.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

So, using words to stop people from bouncing is like printing 10pt text on the surface of your trampoline and expecting the jumpers to read a novel in passing.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t

Don\u2019t interrupt a purchase<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

Can you imagine trying to pay for a purchase in a store and being told they won\u2019t take your money unless you watch an ad for a credit card first? Ridiculous, right? How would you feel if, when you said you\u2019re in a hurry, they still moved as slowly as they pleased, and pressured you to buy more, or to give them some personal information?<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

For some reason, most commercial websites do this all the time, and then wonder about abandoned carts and checkouts.\u00a0<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t

Write the shorter letter<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

So, we\u2019ve addressed landing and leaving, but what happens in between? Well, that will depend on how you present your content. The best advice for any type of page and any type of content is to \u201cwrite the shorter letter.\u201d
This phrase comes from a famous letter written to a friend by a famous historical figure. Which one? Well, that depends\u2026. If you\u2019re French, you\u2019d say it was Blaise Pascal, and if you\u2019re German, you might say it was Martin Luther. If you\u2019re American, you might credit Benjamin Franklin or Woodrow Wilson. Truth is Pascal did it first, but all of them wrote the same kind of message.
In each version, the message goes something like this:<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

\u201cI would have written a shorter letter, but I did not have the time.\u201d<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

The underlying truism is that communication always involves a balance of effort. A phrase that\u2019s composed off the top of one\u2019s head will take more time to read and understand. On the other hand, a writer who is willing to work at her craft can put together phrases that are easy to understand at a glance.\u00a0<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

This is what we should do with websites and other graphic user interfaces<\/a> too. We should invest more of our time and effort into being understood, so that our users can invest less of theirs in understanding.

So, let\u2019s sum up the three rules like this<\/strong>:<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t