{"id":113293,"date":"2012-11-07T22:15:00","date_gmt":"2012-11-08T03:15:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/mobile-usability-meets-cognitive-psychology-at-c\/"},"modified":"2025-01-03T04:32:36","modified_gmt":"2025-01-03T09:32:36","slug":"mobile-usability-meets-cognitive-psychology-at-c","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/strategy\/mobile-usability-meets-cognitive-psychology-at-c\/","title":{"rendered":"Mobile Usability Meets Cognitive Psychology at Usability Week 2012"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" class=\" alignright\" style=\"padding: 0px 15px 5px 0px;\" title=\"Mobile Usability\" src=\"\/wpe-content\/uploads\/2012\/11\/Mobile-Usability1.jpg\" alt=\"\" width=\"264\" height=\"264\" align=\"left\" \/>Not even Hurricane Sandy could stop the <a title=\"Nielsen Norman Group\" href=\"http:\/\/www.nngroup.com\/\" target=\"_blank\" rel=\"noopener\">Nielsen Norman Group<\/a>. While New York battened down the hatches, I was lucky enough to take part in <a title=\"Usability Week 2012 New York\" href=\"http:\/\/www.nngroup.com\/events\/new_york\/\" target=\"_blank\" rel=\"noopener\">Usability Week 2012<\/a>: a series of common sense workshops on how to make interfaces imminently more usable.<\/p>\n<p>It\u2019s not a stretch to say that <a href=\"http:\/\/www.useit.com\/jakob\/\" target=\"_blank\" rel=\"noopener\">Jakob Nielsen <\/a>and <a href=\"http:\/\/jnd.org\/about.html\" target=\"_blank\" rel=\"noopener\">Don Norman <\/a>invented <a href=\"\/en-gb\/services\/design-and-creative-services\/\">digital usability<\/a> as we know it. The pair launched their consultancy in 1998, in response to a shared dissatisfaction with the state of design. Over the years, Nielsen Norman Group has gained a reputation for pragmatic insights on how to make interfaces easier and more transparent for users. As digital products and the web evolve, their usability fundamentals remain central to how we build and perceive interfaces.<\/p>\n<h2>Mobile Websites and Apps: Essential Usability Principles<\/h2>\n<p>Admittedly the event took on an eerie, quiet Sunday afternoon as the storm approached. A handful of people gathered to hear <a title=\"Raluca Budiu\" href=\"http:\/\/www.nngroup.com\/about\/people\/budiu.html\" target=\"_blank\" rel=\"noopener\">Raluca Budiu<\/a> discuss mobile usability.<\/p>\n<p>Many of us have ingrained habits from building and optimising desktop interfaces. We are now\u00a0dealing with new ergonomics, new standards, new capabilities that require radically different approaches to usability. As the workshop progressed, we rolled up our sleeves and discussed the intricacies of designing input fields, forms, content and navigation for mobile users.<\/p>\n<p>Budiu outlined some key best practices for mobile usability:<\/p>\n<ul>\n<li>Opt for a mobile site, web app or application based on how people use your site (i.e. are they carrying out tasks, or gathering information?)<\/li>\n<li>Don\u2019t make your users type if there is an alternative; whenever possible, enable users to enter information using their camera or voice<\/li>\n<li>Mobile users are busy and distracted; do not make visitors memorise information from one page to another<\/li>\n<li>Do not ask users to log in or register unless absolutely necessary (necessary = they are disclosing personal or financial information)<\/li>\n<\/ul>\n<section data-role=\"forward-email-subscription-container\" class=\"full-width w-100 d-flex justify-content-center align-items-center bg-c7f2b3\">\n    \n    <div class=\"max-w-1400 w-100 form\">\n        <div class=\"text-content-container\">\n            <h2>\n                Stay Forward            <\/h2>\n            <p class=\"subtitle\">\n                Get exclusive insights into digital <br class=\"d-none d-lg-block\">media's top-trending topics delivered<br class=\"d-none d-lg-block\"> directly to your inbox.            <\/p>\n        <\/div>\n\n        <div data-role=\"form-group\">\n            <div class=\"d-flex flex-column w-100\">\n                <form data-forward-email-form class='custom-hubspot-form' id='hubspot_form_69fd4a62e36fa'>\n    <div class='d-flex input'>\n        <input type='email' class='form-control me-2 input' placeholder='Email address' aria-label='Email' name='email' required>\n        <button type='submit' class='btn_primary-filled_white'>Submit\n<\/button>\n    <\/div>\n    <p class='hubspot-status'><\/p>\n<\/form>\n<script>\njQuery(document).ready(function($) {\n    var form = $('#hubspot_form_69fd4a62e36fa');\n    form.on('submit', function(event) {\n        event.preventDefault();\n\n        \/\/ Get email input value\n        var emailInput = form.find('input[name=\"email\"]');\n        var email = emailInput.val().trim();\n\n        \/\/ Required HubSpot fields\n        var portalId = '5408011';\n        var formId = 'cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb';\n\n        \/\/ Prepare the data payload\n        var data = {\n            fields: [\n                {\n                    name: 'email',\n                    value: email\n                }\n            ],\n            context: {\n                pageUri: window.location.href,\n                pageName: document.title\n            },\n            submittedAt: new Date().getTime()\n        };\n\n        \/\/ Get the status element for this form\n        var statusElement = form.siblings('.forward-email-status-container');\n\n        \/\/ Send the data to HubSpot\n        fetch('https:\/\/api.hsforms.com\/submissions\/v3\/integration\/submit\/5408011\/cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb', {\n            method: 'POST',\n            headers: {\n                'Content-Type': 'application\/json'\n            },\n            body: JSON.stringify(data)\n        })\n        .then(response => {\n            if (response.ok) {\n                if(statusElement) {\n                    statusElement.text('Thanks for Subscribing!');\n                    statusElement.css('color', 'green');\n                }\n\n                var userInfo = JSON.parse(localStorage.getItem('userInfo'));\n                if (userInfo) {\n                    userInfo.event = 'Form_submit';\n                    userInfo.email = email;\n                    userInfo.form_name = 'Newsletter';\n                    window.dataLayer = window.dataLayer || [];\n                    window.dataLayer.push(userInfo);\n                }\n\n                emailInput.val(''); \/\/ Clear the email field\n                window.dispatchEvent(new CustomEvent('newsletter-submit'));\n            } else {\n                return response.json().then(error => {\n                    if(statusElement) {\n                        statusElement.text('Error: ' + error.message);\n                        statusElement.css({\n                            'color': 'red',\n                            'padding-top': '10px'\n                        });\n                    }\n                });\n            }\n        })\n        .catch(error => {\n            console.error('Error:', error);\n            statusElement.text(\"There was an error submitting the form.\");\n            statusElement.css({\n                'color': 'red',\n                'padding-top': '10px'\n            });\n        });\n    });\n\n    window.addEventListener('message', function(event) {\n        const isFormCallback = event.data.type === 'hsFormCallback';\n        const isFormSubmitted = event.data.eventName === 'onFormSubmitted';\n        const iscurrentForm = !!event?.data?.id ? 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Usability specialist <a title=\"Marieke McCloskey\" href=\"http:\/\/www.nngroup.com\/about\/people\/obdeyn.html\" target=\"_blank\" rel=\"noopener\">Marieke McCloskey<\/a> outlined basic psychology concepts, then applied these concepts to user behaviour online. After defining some key principles of psychology, McCloskey demonstrated these principles in action online, applying theory to well-known online behaviours such as multitasking, banner blindness and scanning. She then took us through different ways that we can configure interfaces to accommodate the ways users make decisions and remember information online.<\/p>\n<p>Based on how we think, remember and perceive, McCloskey offered up the following best practices:<\/p>\n<ul>\n<li>Don\u2019t reinvent the wheel; be consistent with design standards and with the placement of elements on your site<\/li>\n<li>Name and label things for what they are; make sure you accurately describe what users will find on the other side of a link or menu item<\/li>\n<li><a href=\"\/en-gb\/services\/content-strategy\/\">Streamline your digital content<\/a> by making information clear and concise; minimise reading and memory load<\/li>\n<li>When designing an interface, verify with users that your mental model is consistent with theirs<\/li>\n<\/ul>\n<p>If attending the conference during the storm underscored one thing for me, it&#8217;s that usability is at the heart of everything we make and everything we do in an urban environment &#8212; be it designing a mobile interface, or figuring out how to move hundreds of thousands of people from Brooklyn to Manhattan. We live in a manufactured environment; the more we can adapt our technology to the way human beings think and live, the better we can collaborate with one another and the changing world around us.<\/p>\n<p><em>Kirsten Weisenburger, Digital Strategic Planner<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Not even Hurricane Sandy could stop the Nielsen Norman Group. While New York battened down the hatches, I was lucky enough to take part in Usability Week 2012: a series of common sense workshops on how to make interfaces imminently more usable. It\u2019s not a stretch to say that Jakob Nielsen and Don Norman invented [&hellip;]<\/p>\n","protected":false},"author":35,"featured_media":101505,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","reading_level":"Strategic","reading_level_confidence":0.65,"reading_level_needs_review":"0","footnotes":""},"categories":[2904],"tags":[453,1088,1089,1090,1091,325],"class_list":["post-113293","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-strategy","tag-design","tag-don-norman","tag-jakob-nielsen","tag-mobile-interface","tag-nielsen-norman-group","tag-usability"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Mobile Usability Meets Cognitive Psychology | The Key Word<\/title>\n<meta name=\"description\" content=\"As digital products and the web evolve, their usability 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