The amount of effort it takes the average human to retain information in the short term.<\/h4>\n
There are at least 3 places where recognizing and minimizing cognitive load can make a big difference:<\/p>\n
Reading<\/strong><\/h3>\nEven just reading information on a website takes cognitive load.<\/p>\n
To illustrate what I mean, take a look at how differently NerdWallet and Chase display credit card information.<\/p>\n
In the NerdWallet example, what does $400 and $603 mean again? I\u2019ve already forgotten and now need to scroll back up the page. A quick solve would be to use sticky labels, or to do what Chase does \u2014 just repeat the column header labels for every row.<\/p>\n
NerdWallet: More Cognitive Load<\/strong><\/h4>\n![\"nerdwallet](\"http:\/\/juneux.com\/blog\/wp-content\/uploads\/2017\/04\/nerdwallet.jpg\")
<\/p>\n
Chase: Less Cognitive Load<\/strong><\/h4>\n![\"chase](\"http:\/\/juneux.com\/blog\/wp-content\/uploads\/2017\/04\/chase.jpg\")
<\/p>\n
Completing a Multi-Step Process<\/strong><\/h3>\nConsider how users complete tasks and what information they\u00a0need to complete a multi-step process, such as:<\/p>\n
\n- Writing a citation or filling in numbers from another source<\/li>\n
- Viewing a slide deck or video<\/li>\n
- Filling out an application for a mortgage, credit card, university admission, etc.<\/li>\n
- Registering for an account<\/li>\n
- Booking reservations for a hotel, car rental, airline, etc.<\/li>\n<\/ul>\n
Is there critical information the user will need again later? How can you present it to them again or make that information easily accessible?<\/p>\n
Making Comparisons<\/strong><\/h3>\nWhen shopping for complex products or services, we aren\u2019t buying solely based on appearance or price. There are other factors and compromises to consider:<\/p>\n
\n- Understanding the differences between 2 similar products. Why is this digital camera less expensive than this one? What are their shutter speeds? Which one had the higher customer rating?<\/li>\n
- Finding the product or service that has the best TOTAL price. How much is this product plus tax and shipping vs. the more expensive product with free shipping? Are there any hidden fees to consider?<\/li>\n
- Deciding which solution\u00a0is the best value and\u00a0the best overall fit. Where are all the hotels in my budget located? Which ones are near public transportation? What\u00a0restaurants and\u00a0sites are near this hotel vs. that one?<\/li>\n<\/ul>\n
Talk to and observe your customers to figure out which information they\u2019re comparing, and then design an experience that diminishes cognitive load.<\/p>\n
7 Ways to Reduce Cognitive Load<\/strong><\/h2>\n\n- Design and write in a simple, straightforward way<\/li>\n
- Use filters for easier winnowing<\/li>\n
- Use sticky header labels<\/li>\n
- Use tables for easier comparison<\/li>\n
- Group similar concepts together<\/li>\n
- Be consistent<\/li>\n
- Use both audio and visual cues<\/li>\n<\/ul>\n\n\n
See also: UX Word of the Day Index<\/a><\/p>\n\n\n\nRelated Articles<\/h2>\n\n\n
<\/p>\n
Chase: Less Cognitive Load<\/strong><\/h4>\n<\/p>\n
Completing a Multi-Step Process<\/strong><\/h3>\nConsider how users complete tasks and what information they\u00a0need to complete a multi-step process, such as:<\/p>\n
\n- Writing a citation or filling in numbers from another source<\/li>\n
- Viewing a slide deck or video<\/li>\n
- Filling out an application for a mortgage, credit card, university admission, etc.<\/li>\n
- Registering for an account<\/li>\n
- Booking reservations for a hotel, car rental, airline, etc.<\/li>\n<\/ul>\n
Is there critical information the user will need again later? How can you present it to them again or make that information easily accessible?<\/p>\n
Making Comparisons<\/strong><\/h3>\nWhen shopping for complex products or services, we aren\u2019t buying solely based on appearance or price. There are other factors and compromises to consider:<\/p>\n
\n- Understanding the differences between 2 similar products. Why is this digital camera less expensive than this one? What are their shutter speeds? Which one had the higher customer rating?<\/li>\n
- Finding the product or service that has the best TOTAL price. How much is this product plus tax and shipping vs. the more expensive product with free shipping? Are there any hidden fees to consider?<\/li>\n
- Deciding which solution\u00a0is the best value and\u00a0the best overall fit. Where are all the hotels in my budget located? Which ones are near public transportation? What\u00a0restaurants and\u00a0sites are near this hotel vs. that one?<\/li>\n<\/ul>\n
Talk to and observe your customers to figure out which information they\u2019re comparing, and then design an experience that diminishes cognitive load.<\/p>\n
7 Ways to Reduce Cognitive Load<\/strong><\/h2>\n\n- Design and write in a simple, straightforward way<\/li>\n
- Use filters for easier winnowing<\/li>\n
- Use sticky header labels<\/li>\n
- Use tables for easier comparison<\/li>\n
- Group similar concepts together<\/li>\n
- Be consistent<\/li>\n
- Use both audio and visual cues<\/li>\n<\/ul>\n\n\n
See also: UX Word of the Day Index<\/a><\/p>\n\n\n\nRelated Articles<\/h2>\n\n\n
<\/p>\nConsider how users complete tasks and what information they\u00a0need to complete a multi-step process, such as:<\/p>\n
- \n
- Writing a citation or filling in numbers from another source<\/li>\n
- Viewing a slide deck or video<\/li>\n
- Filling out an application for a mortgage, credit card, university admission, etc.<\/li>\n
- Registering for an account<\/li>\n
- Booking reservations for a hotel, car rental, airline, etc.<\/li>\n<\/ul>\n
Is there critical information the user will need again later? How can you present it to them again or make that information easily accessible?<\/p>\n
Making Comparisons<\/strong><\/h3>\n
When shopping for complex products or services, we aren\u2019t buying solely based on appearance or price. There are other factors and compromises to consider:<\/p>\n
- \n
- Understanding the differences between 2 similar products. Why is this digital camera less expensive than this one? What are their shutter speeds? Which one had the higher customer rating?<\/li>\n
- Finding the product or service that has the best TOTAL price. How much is this product plus tax and shipping vs. the more expensive product with free shipping? Are there any hidden fees to consider?<\/li>\n
- Deciding which solution\u00a0is the best value and\u00a0the best overall fit. Where are all the hotels in my budget located? Which ones are near public transportation? What\u00a0restaurants and\u00a0sites are near this hotel vs. that one?<\/li>\n<\/ul>\n
Talk to and observe your customers to figure out which information they\u2019re comparing, and then design an experience that diminishes cognitive load.<\/p>\n
7 Ways to Reduce Cognitive Load<\/strong><\/h2>\n
- \n
- Design and write in a simple, straightforward way<\/li>\n
- Use filters for easier winnowing<\/li>\n
- Use sticky header labels<\/li>\n
- Use tables for easier comparison<\/li>\n
- Group similar concepts together<\/li>\n
- Be consistent<\/li>\n
- Use both audio and visual cues<\/li>\n<\/ul>\n\n\n
See also: UX Word of the Day Index<\/a><\/p>\n\n\n\n
Related Articles<\/h2>\n\n\n