Full day training course offered at Usability Week San Francisco

The Human Mind and Usability

Apply psychology principles to predict and explain how your customers think and act

Course Date: October 09, 2014

Behavior is strongly influenced by unconscious thought, but it is often more predictable than you might expect. Understanding the foundations of human cognition will help explain and anticipate user behavior.

If you’re involved in interface design and don’t have formal training in psychology or human factors, your work will benefit from understanding the theory that determines which designs work best.

We draw examples from websites and web-based applications, but these principles also apply to software and hardware.

"Loved it! I now have pointers to learn about theories/principles to answer the "why can't the user get it?" Or, "why does the user like this?" question."

Chinmay Panchal

Topics Covered

Topics Covered

  • Design better websites by knowing human abilities and limitations
  • Apply human factors, cognitive psychology, and human computer interaction concepts in web design
  • Explain user behavior and anticipate the impact of designs with psychology
  • Go beyond usability guidelines to understanding their underlying reasoning
  • Attention
    • Factors affecting attention, how to get people's attention
    • Cognitive load: The effects of stress, interruptions, and multitasking
    • Multiple sensory inputs for communicating information
    • Adaptation to information overload
  • Visual perception
    • Visual acuity and discerning fine detail on screens
    • Typography, legibility, and color and contrast sensitivity
    • Contextual effects in perception, how people perceive relationships among groupings
    • Eye gaze patterns, where people look
  • Memory and knowledge
    • Memory capacity, fallible memory
    • Short-term and long-term memory, information retention
    • Working memory to accomplish tasks
    • Law of practice and forgetting
  • Strategies for information retrieval
    • Recognition compared to recall, and why they matter
    • Associative priming and information scent affects time on task
    • How users select what links to click on
  • Mental models for predicting interactions and outcomes
    • People form schemas and scripts of concepts and activities
    • Considerations for mental models in interaction design
    • Perception stronger than fact
  • Language
    • Factors that influence reading and comprehension
    • Online reading patterns
    • Word and sentence processing
    • Types of readers: Normal reading and skimming
    • Scanning: Where people look and don’t look
  • Problem solving and decision making
    • Choosing between different possibilities
    • People's tendencies to choose the path of least resistance (minimize interaction costs)
    • How distractions affect cognitive processes
    • Persuasion: Perceived value, loss aversion, positive framing
  • Social psychology
    • How groups change individual behavior
    • Social proof and how it applies to testimonials, reviews, popularity
    • Group pressure
  • Emotion-driven behavior
    • Aesthetics and first impressions
    • Pleasurable and desirable experiences



The course in an interactive lecture. You will learn to apply and practice new concepts during individual and group exercises. Additionally, we conduct in-class experiments to bring traditional studies to life.

The course also includes:

  • Findings from our own usability studies, including eyetracking
  • Videos from usability testing of people's behavior in response to a design
  • Screenshots of designs that work and don’t work, and why
  • Opportunities to ask questions and get answer

Attendee Feedback

"Awesome, inspiring, brilliant. Wish I had gone for the whole week. Next time I will, no question!" Gabriel Marley, BuildDirect
"This course struck an engaging balance between cognitive principles and actionable examples."
"It gives you itchy feet, and the desire to do something — get on and sort stuff out." Simon Phillips, Standard Life
"I enjoyed getting a chance to re-visit and learn more about cognitive psych and how it impacts user experience. It's not often we get to discuss these topics, even though we utilize them everyday."
"Like the applied psychology elements. Touched on a wide range of topics from IA to UI in a structured way." Victoria Bejsson, Sweden
"I really enjoyed the real life examples — what companies did poorly w/ certain concepts and where companies excelled. It will be helpful to take back to my job and put the concepts to practical use."
"Excellent speaker with humor and audience interaction. Our mind is the only real user interface, so this class is very relevant for that." Harry van Mierloo, Fox - IT
"Fascinating review of the psychology and motivation behind users and their decisions.  I would highly recommend!" Lenka Keston, UX Designer, Appfolio, Inc.



Hoa Loranger

Hoa Loranger is VP at Nielsen Norman Group and has worked in user experience for over 15 years. She conducts research worldwide, and presents keynotes and training on best practices for interface design. Hoa has consulted for companies such as Microsoft, HP, Allstate, Samsung, Verizon, and Disney. She authors publications, including a book, Prioritizing Web Usability. Read more about Hoa