Digital Data Conquest 2021

Digital Track
Golden Rules of UI Design

Proprietary / Internal Use Only

Golden Rules of UI Design
1. Users in Control
2. Comfortable Interaction
3. Reduce Cognitive Load
4. Consistent User Interface
 1 Users in Control
2 Comfortable Interaction
3 Reduce Cognitive Load
4 Consistent User Interface

Users in Control

1 Allowing a sense of control for users - keeping users in

control makes them comfortable; they will learn quickly
and gain a fast sense of mastery.
Users in Control
Sense of Command
How?
• Reversible actions
• Easy-to-navigate interface
• Informative feedback
• System status visibility
• Tutorials and explanations
DDC 2021
Golden Rules of UI Design
Proprietary / Internal Use Only
Reversible Actions Easy-to-Navigate Informative Feedback
User should always be able to quickly Good UI puts users in their comfort A system with feedback for every
backtrack whatever they are doing. zone by providing some context of action helps users achieve their
This allows users to explore the where they are, where they’ve been, goals without friction
product without the constant fear. and where they can go next.
System Status Guide & Tutorials
Users don’t like to be left seeing Once users are familiar with a
nothing on the device screen while product, they will look for shortcuts
the app is supposed to be doing
something.
to speed up commonly-used
actions.
4
 1 Users in Control
2 Comfortable Interaction
3 Reduce Cognitive Load
4 Consistent User Interface

Comfortable Interaction

2 Eliminate all elements that are not helping your

users. Irrelevant information introduces noise in
UI - it competes with the relevant information
and diminishes its relative visibility.
Interactive
Comfortable Interaction
How?
• Eliminate unnecessary elements
• Apply Fitts’s Law*
• Accessible interfaces Eliminate Noise Fitt’s Law
• Effective error message It competes with the relevant To increase the efficiency of an
information and diminishes its relative interaction and reducing the total
visibility. number of targets that users must
*Fitts's law is a predictive model of human movement interact with to complete a given task.
primarily used in human–computer interaction and
ergonomics.

Accessibility Error Handling

Improving your product’s Well-crafted error message can turn
accessibility enhances the usability a moment of frustration into a
DDC 2021 for all groups of users. possible conversion

Golden Rules of UI Design

Proprietary / Internal Use Only 6
 1 Users in Control
2 Comfortable Interaction
3 Reduce Cognitive Load
4 Consistent User Interface

Reduce Cognitive Load

3 Cognitive load is the amount of mental processing power

required to use a product. It’s better to avoid making users
think/work too hard to use your product.
 Example #1: Digits Example #2: Navigation
Cognitive Load
“Theory of Chunking”
Definition
The concept of chunking and the limited capacity of Option A
short term memory became a basic element of all
subsequent theories of memory.

Introduced by an American psychologist, George A.

1300888333
Miller in 1965.

Option B

1300 888 333

DDC 2021
Golden Rules of UI Design
Proprietary / Internal Use Only 8
 1 Users in Control
2 Comfortable Interaction
3 Reduce Cognitive Load
4 Consistent User Interface

Consistent User Interface

4 Consistency is one of the strongest contributors to usability

and learnability. The main idea of consistency is the idea of
transferable knowledge — let users transfer their knowledge
and skills from one part of an app’s UI to another.
 Visual
Consistency The same design components, colors, fonts, and icons
should be present throughout the product.
Intuitive Design
Category
• Visual
• Functional
• User expectation Submit ≠ Submit >

Hello ≠ Hello

DDC 2021
Golden Rules of UI Design
Proprietary / Internal Use Only 10
Conclusion
1. Users in Control
2. Comfortable Interaction
3. Reduce Cognitive Load
4. Consistent User Interface
The goal is to create user-friendly interfaces: interfaces that encourage
exploration without fear of negative consequences - intuitive, enticing,
human-centered and predictable.
© CIMB Bank Berhad 2021