The Six Minds of User Experience
When people talk about user experience, they typically refer to the way an experience feels to a user and the decisions it encourages them to make. They are partially correct.
At Brilliant Experience, we know that this covers only two of the key influences on a user's experience. There are four other essential "minds" that power the effectiveness of a design. These additional dimensions—language, wayfinding, emotion, and memory— are integral to a superior user experience. Understanding their significance is vital for creating effective designs.
Let’s look at the full six minds of UX design and why they are important to ensuring a better user experience.
The Six Minds of User Experience | Brilliant Experience
1. Vision/Attention
The first mind, Vision/Attention, is what designers typically excel at. It's about making your design visually appealing. But what we think is attractive might not always line up with what users find appealing. That’s why it’s crucial to dig deeper to understand what visual cues draw their attention. We get there by asking questions like: What visual features are drawing attention? Where do the eyes go first on the page? What words or objects are they searching for? And what is the visual flow? By examining these elements, you can create a more engaging and effective design.
2. Wayfinding
Wayfinding is the art of helping users get from point A to point B in a digital space. In the age of augmented and virtual reality, this mind has become increasingly complex. Users need cues to understand where they are, how to move through space, and what interactions to expect. Harnessing the brain's navigational capabilities in the digital world is a fascinating challenge for UX designers.
3. Memory/Semantics
Memory is more than just remembering where you parked your car, it's about recalling previous experiences. Users come with expectations based on their previous interactions with products. Whether they're picturing a sleek high-tech lounge or a cozy neighborhood dive bar, understanding these preconceptions is vital for UX design. Designers need to ask: What mental schemes are being activated? What does the user think about when they think about X? Does the experience make sense? Does it activate patterns users are already familiar with?
4. Language
Language in UX design is a delicate dance. It can vary based on demographics, user familiarity, and ease of understanding. One common pitfall is over-sharing. Companies often inundate users with too much information, hindering their experience. Simplification and a clear understanding of your target audience's lexicon and tone are key to effective communication in UX design. Before getting too far ahead in the design experience, teams can engage in a discussion about the language preferences of their target audience, their specific vocabulary, and the suitable tone for the product.
5. Emotion
Users are not just data points, they are real people with emotions, fears, and desires. Emotions influence every decision people make. Whether it's excitement, fear, or a deeper aspiration, understanding these emotions can be a game-changer in UX design. By appealing to users on an emotional level, you can create experiences that resonate on a profound level. To do so, we take the appeal, enhance, and awaken approach. This includes asking: What will draw them in immediately? What will provide lasting meaning and value? And what touches on their deepest goals and wishes? Gaining insight into a user's fundamental emotions holds significant importance and can offer profound understanding of the factors driving their decision-making.
6. Decision Making
Lastly, we come to the mind of Decision Making. One of the most significant challenges for UX designers is understanding why users don't act. Persuasive design is about guiding users towards making decisions, whether it's responding to an ad or committing to a purchase. Anticipating user needs and helping them make those micro-decisions is where the power of UX design truly shines. A designer's strength is in predicting user needs and incorporating this foresight into the overall experience strategy. This involves exploring how we can help the user decide? What information do we already have? What will the user need next? And how can we augment their “micro decisions” through design?
All these minds together form what we call "emergent user experience." It's a dynamic field that bridges psychology and innovation in user experience. By delving into the cognitive aspects that influence user decisions, UX designers can craft more meaningful and optimal experiences. It's a blend of art and science, creating a symphony of the mind that leaves users delighted and organizations thriving. The future of experience design is all about understanding these six minds and using them to shape a brighter digital world for all.