1.

1 Introduction

 Pervasiveness of Interactive Products: We encounter numerous interactive products daily,

from smartphones and laptops to coffee machines and fitness trackers.
 Variability in Usability: The ease of use and enjoyment varies significantly among these
products. Some are intuitive and pleasant (like tablets), while others cause frustration (like
complex ticket machines).
 Design Focus: The difference often lies in whether products were designed with user needs
central (leading to ease and enjoyment) or engineered primarily for function without
sufficient consideration for the user experience (resulting in difficulty learning or
remembering how to use them).
 Persistent Issues: Despite decades of interaction design knowledge, many new products still
exhibit basic interaction flaws (e.g., lacking an "undo" option), violating established principles.
 Goal of Interaction Design: To rectify this by understanding how to minimize negative
experiences (frustration) and enhance positive ones (enjoyment, effectiveness), creating
products that are easy to learn, effective, and pleasurable from the user's perspective.
 Chapter Overview: This chapter examines good vs. poor design, the implications of shifting
activities from physical to digital, defines interaction design, introduces the user experience
concept, and outlines usability goals, UX goals, and design principles.
 Box 1.1: Terminology (User, People, Human, Customer):
1. Many terms exist (UI design, user-centered design, UX design, product design, IxD,
etc.).
2. Interaction Design (IxD) is often used as the umbrella term. UX Design is common
professionally. Terms are often used interchangeably.
3. There's a shift towards "people-centered design" and using "people" instead of
"users" for broader applicability (groups, societies), though "user" remains relevant
for specific technology use contexts.
4. Customer Experience (CX) is broader than User Experience (UX), encompassing all
interactions with a company's offering, including likelihood to continue use or
recommend.

1.2 Good and Poor Design

 Usability Focus: A central goal is developing usable products – easy to learn, effective, and
enjoyable for intended users.
 Learning from Examples: Comparing well-designed and poorly designed products helps
understand usability strengths and weaknesses.
 Example: Remote Controls:
o Poor Design: Many remote controls feature numerous small, poorly labeled,
arbitrarily positioned buttons, making simple tasks difficult and frustrating,
especially for those needing reading glasses. They often seem like an afterthought.
o Good Design (Classic TiVo Remote): Designed with the viewer in mind. Featured
large, clearly labeled, logically arranged buttons; a comfortable "peanut" shape; and
a playful look with distinctive colorful buttons and icons. Functions beyond
essentials were moved to the on-screen menu, navigable by the core physical
buttons, avoiding "buttonitis" (excessive buttons). This resulted from a people-
centered design process involving user feedback.
 Dilemma: Smart TV Interaction:

o Smart TVs offer vast online content, making interfaces more computer-like. Is the
traditional remote the best input device from a distance?
o Challenges with Text Input:

 On-screen keyboards selected via remote buttons are slow and error-prone.
  Alternatives (different layouts, telephone-style keys, slide-out keyboards)
haven't been perfect.
 Touchpads on remotes (like Apple TV) help swipe through letters displayed
linearly, but typing sequences (especially backtracking) remains tedious
and prone to overshooting.

o Alternative Inputs:

 Simplified Remotes: Firestick TV uses minimal buttons for basic navigation.

 Voice Control: Increasingly popular via remote buttons or smart speakers
(like Amazon Echo connected to TV) for finding content or controlling
playback. However, limitations exist for tasks requiring visual confirmation
(like age checks) or private input (like passwords spoken aloud). Biometrics
might offer a solution.

1.3 Switching to Digital

 Trend: Many physical activities (buying tickets, withdrawing cash) are now digital via apps.
 Benefits: Often makes tasks easier, quicker, more convenient.

o Example (Parking Apps): Replaced coin meters, removing the need for exact change.
Users can pay via app, store details for faster future payments, type in location code,
and receive notifications/extend parking remotely. This also benefits parking
companies (less risk of fines for users, more revenue).
o Example (Digital Tickets): Buying tickets (movies, travel) online avoids queues.
Preferences can be stored; QR/barcodes allow easy entry via phone/watch. Options
like seat selection or pre-ordering food/drinks are possible. Digital wallets store
tickets.

 Disadvantages:

o Requires capable smartphone/device. Excludes those using older phones or

preferring paper.
o Can be stressful/cumbersome (low battery, needing glasses). Printing requires a
printer.
o Handling discounts may require showing physical cards, switching between apps.
o Assistive technology users might face barriers.
o Privacy concerns: some prefer anonymity/cash payments.

1.4 What to Design

 Context is Key: Design requires considering who uses the product, how, when, and where.
Understanding the activities being supported is crucial.
 Interface Suitability: Interface choice depends on the activity. Online banking needs security,
trust, easy navigation, plus non-intrusive info on services.
 Variety of Interfaces/Devices: Multitouch, speech, mobile, wearables, e-textiles, AR glasses
(like Snap Spectacles) offer diverse possibilities.
 Digitalization of Everyday Items: Interfaces for cameras, ovens, washing machines are now
primarily digital. Self-service is common (checkouts, luggage check-in).
 Advanced Automation (Smart Stores): AI-enabled cameras and sensors allow checkout-free
shopping (like Amazon Go), tracking items taken and billing automatically.
 Internet of Things (IoT): Sensor data enables products like smart home security systems
(motion detectors, video doorbells relaying info to smartphones).
  Machine Learning (ML): Used in security (facial recognition for intruders) and other products
like automated thermostats (Nest) for optimization based on usage patterns.
 Core Design Question: How to optimize interactions to support activities effectively, usefully,
usably, and pleasurably? Safety and privacy are growing concerns.
 Key Design Considerations: Understand human strengths/weaknesses; consider what helps
current practices; aim for quality experiences; address privacy; listen to users and involve
them; use people-centered techniques. This book aims to cover these aspects.

1.5 What Is Interaction Design?

 Definition: Designing interactive products to support how people communicate and interact
in their everyday and working lives. Creating experiences that enhance and augment
communication and interaction. Winograd: "designing spaces for human communication and
interaction".
 Box 1.2: Scope vs. HCI: Interaction Design (ID) is seen as broader than traditional Human-
Computer Interaction (HCI), encompassing theory, research, and practice for user
experiences across all technologies, not just usability of computing systems.

1.5.1 The Components of Interaction Design

 Interdisciplinary Nature: Interaction design draws from and is fundamental to many

disciplines (e.g., psychology, computer science, design, sociology, ergonomics, engineering)
and interdisciplinary fields (e.g., HCI, CSCW, ubiquitous computing, information systems).
 Differences: Fields vary in methods, philosophies, scope, and problems addressed (e.g.,
information systems focus on business/health applications; ubiquitous computing on
pervasive tech and social interaction).
 Emerging Fields: Newer computer-related fields where the user is central include
cybersecurity, digital humanities, data science, digital healthcare, and human-centered AI.
Interaction design also informs fields like bioinformatics and computational design. Fields like
behavioral economics, ethics, accessibility, feminism, critical theory increasingly inform
interaction design.

1.5.2 Who Is Involved in Interaction Design?

 Diverse Participants: Many roles are involved, from social scientists to movie-makers.
 Designer Knowledge: Designers need broad understanding: human behavior/communication,
emotions, aesthetics, desirability, narrative, business, technology, manufacturing, marketing,
ethics (safety, security, trust, privacy).
 Multidisciplinary Teams: Ideally, teams include engineers, designers, programmers,
psychologists, anthropologists, etc. The exact mix depends on company philosophy, size, and
product.
 Benefits: Diverse backgrounds can lead to more ideas, new methods, creative designs.
 Challenges: Communication difficulties arise due to different perspectives, terminology, and
values. Integrating diverse expertise and sharing tasks can be complex, especially with varied
cultures or organizational structures.

1.5.3 Interaction Design Consultancies

 Widespread Adoption: Interaction design/UX is crucial for success across industries (IT,
finance, retail, government, media). Good design can make or break a company, especially in
competitive markets like apps. Usability impacts branding, engagement, customer
retention/satisfaction. Marketing often uses tools like A/B testing to assess UI design impact.
  Consultancy Landscape: Many exist, from established firms (Nielsen Norman Group, IDEO) to
specialists (e.g., Madgex for job boards, Cogapp for digital media). Smaller consultancies
often emphasize diversity and research-based approaches (e.g., Bunnyfoot, Dovetailed).
 Knowledge Sharing: Consultancies often share insights via case studies, tools, blogs,
contributing to broader discussions about technology's role in human experience (e.g.,
Holition).

1.6 People-Centered Design

 Focus: Encompasses how people feel about a product – pleasure, satisfaction, sensual details
(switch rotation, click sound, button touch), overall impression. Quality of experience (quick
photo, leisurely play, integrated museum visit) is key. Aim is not just function/usability but
also joy, excitement, pleasure, fun, beauty.
 Experiential Aspects: Includes usability, functionality, aesthetics, content, look and feel,
emotional appeal, plus broader aspects like fun, health, social capital, cultural identity.
 Defining User Experience: Often described via perception (sleek, cool smartwatch) and
emotional reaction (positive experience). Growing interest in designing for hedonic aspects
(evocative, stimulating interaction) related to well-being. Also involves expectations and
sense-making (McCarthy & Wright's framework). Soma Design focuses on felt bodily
sensations/movements.
 Achieving Quality Experiences: No magic formula, but conceptual frameworks, methods,
guidelines, and research findings (covered in the book) provide guidance.
 Example: iPod Success: Apple's iPod succeeded not just through usability but through a
holistic, enjoyable experience: sleek design, simplicity, style, colors, novel interaction, catchy
naming, plus the iTunes ecosystem. This focus extended to later products (iPad, iPhone) and
even the Apple Store retail experience.

1.7 Understanding People

 Rationale: Understanding people in their contexts (life, work, learning) helps design products
that augment them and meet their needs appropriately. Needs vary greatly depending on
context (e.g., space mission tool vs. kitchen planner).
 Individual Differences: One size doesn't fit all. Designs must account for differences (e.g.,
children vs. adults have different learning/play preferences and motivations).
 Challenging Assumptions: Understanding people reveals incorrect assumptions designers
might hold. Example: Assuming older adults always need large text/controls due to declining
abilities is often wrong; many are adept with standard interfaces and resist designs implying
frailty. Sensitivity to aging perceptions is important. Older adults may resist new tech not due
to perceived usefulness, but to avoid digital life distractions.
 Cultural Differences: Important for global products. Examples: Date formats vary (US:
MM/DD/YY vs. others: DD/MM/YY), affecting form design. How easily does an interface
translate culturally? Some products are universal (fitness trackers), others differ significantly
(websites, social media like Weibo vs. Twitter, which show different user behaviors and
focus).
 Knowledge Application: Understanding cognitive, social, emotional aspects helps designers
choose and refine solutions. (Covered further in Chapters 4-6).

1.8 Accessibility and Inclusiveness

 Accessibility: The extent to which an interactive product can be used by as many people as
possible, especially focusing on people with disabilities. Tech companies provide tools to
support this (e.g., Android hearing aid compatibility, screen readers; Apple VoiceOver).
  Inclusiveness: Being fair, open, and equal to everyone. Inclusive design aims to
accommodate the widest possible range of people (regardless of disability, education, age,
income).
 Disability Context: Disability levels can change (recovery, daily fluctuations, environmental
conditions). Inability to use a product can result from design choices requiring interactions
impossible for someone, thus seen as a design failure, not solely due to impairment.
Accessibility aims to open experiences to all. Designing for accessibility often results in
inclusive design benefiting everyone (e.g., SMS originally for hearing-impaired).
 Achieving Accessibility:

1. Inclusive Design: Designing technology universally usable.

2. Assistive Technology: Designing specific tech to help overcome impairments.

 Types of Impairment: Understanding types is essential for design:

o Sensory (vision, hearing loss).

o Physical (loss of bodily function).
o Cognitive (learning impairment, memory loss).
o Each type has variations requiring different approaches (e.g., color blindness vs.
total blindness). Color blindness often addressed by inclusive design choices; severe
vision loss may need assistive tech.

 Duration of Impairment:

o Permanent (long-term).
o Temporary (illness/accident recovery).
o Situational (noisy environment impacting hearing).

 Disability and Age: Disability prevalence increases with age.

 Assistive Technology: Often life-essential for those with permanent disabilities (e.g.,
wheelchairs, communication aids). HCI research explores using new tech (IoT, VR) to improve
assistive tech. DIX (Disability Interactions) approach combines HCI/disability studies methods
for co-creation. Focus also on accessibility in developing world.
 Design Beyond Function: Prosthetics can be designed not just functionally but also as
desirable fashion items, blurring boundaries (e.g., Aimee Mullens, fashionable leg covers).

1.9 Usability and User Experience Goals

 Objective Setting: Important to clarify primary objectives: efficiency for work? motivation for
learning? etc.. Classified into usability and user experience goals.
 Distinction: Usability goals focus on criteria like efficiency; UX goals focus on the nature of
the experience (e.g., aesthetics). Distinction isn't rigid; usability affects UX quality, and UX
aspects (feel, look) link to usability. Historically, HCI focused on usability, now broader UX.
Considering both together is crucial.

1.9.1 Usability Goals

 Definition: Ensuring products are easy to learn, effective, and enjoyable from the user's
perspective. Optimizing interactions for activities.
 Core Usability Goals:

o Effectiveness: How well the product does what it's supposed to do. (Q: Does it let
people achieve their tasks?)
 o Efficiency: How well the product supports task completion. (Example: Stored
details/one-click purchase for efficiency. Q: Steps needed? Benefits of stored data?)
o Safety: Protecting users from hazards and undesirable actions. Preventing serious
errors (e.g., menu design), providing recovery (undo), giving confidence.
Confirmation dialogs are a safety mechanism. (Q: Possible errors? Recovery
measures?)
o Utility: Providing the right functionality for user needs/wants. (High utility: powerful
accounting software. Low utility: limited drawing tool. Q: Appropriate functions
provided for all tasks?)
o Learnability: How easy the product is to learn initially. Users want to start quickly.
Important for frequent and infrequent use products. People may invest more time
learning complex systems; tutorials can help. (Q: Can basic use be learned by
exploration? How hard is mastery? Need learning aids?)
o Memorability: How easy it is to remember usage after a period of non-use. Crucial
for infrequent tasks. Aided by meaningful icons/commands, logical structure,
contextual help. (Q: Interface support for remembering tasks?)
o Satisfaction: How acceptable/pleasing the product is to use. Often measured via
customer satisfaction scales (e.g., CSAT asking for 1-5 rating). (Q: CSAT scores? Long-
term satisfaction?)

 Usability Criteria: Specific, measurable objectives derived from usability goals (e.g., time to
complete task [efficiency], time to learn [learnability], error rate [memorability]). Provide
quantitative indicators for comparison against targets. Do not capture the full user
experience quality.

1.9.2 User Experience Goals

 Focus: Subjective qualities concerning how a system feels to use, from the user's perspective.
Contrast with more objective usability goals.
 Terminology: Many overlapping terms used to describe multifaceted UX (see Table 1.1 for
Desirable/Undesirable aspects: satisfying, fun, enjoyable, engaging vs. boring, frustrating,
creepy, annoying). Choice of terms helps capture nuances of experience varying by time,
place, technology.
 Contributing Elements: Include attention, pace, play, interactivity, control, narrative style,
flow. Flow (Csikszentmihalyi): intense engagement where time flies; can be a design goal for
websites/games.
 Microinteractions (Dan Saffer): Small interaction details (knob resistance, flick gesture
response, trash emptying sound) can significantly impact overall UX, providing moments of
pleasure.
 Goal Selection: Not all UX goals apply to every product; some may conflict (e.g., safety vs.
fun in process control). Understanding relationships between usability and UX goals is key for
designers to manage trade-offs.
 Box 1.3: Designing to Persuade:

o Many websites aim to persuade/influence (sell products) rather than just enable
efficient task completion. Requires designing for persuasion, emotion, trust, which
might conflict with usability.
o Techniques include enticing suggestions, temptations (like travel sites adding offers
to booking flow). Needs to be eye-catching/enjoyable.
o Dark Patterns (Harry Brignull): Deceptive techniques. Example: Sneakily adding
items (insurance) to basket requiring user deselection. Can cause negative
experiences, annoyance. Example: Complex unsubscribe processes requiring
multiple steps, justifications.
o Nudging: Can be acceptable if transparent (e.g., emoji encouragement for exercise).
Can also be insidious/dark pattern if deceptive. Ethical design suggests opt-in for
 actions benefiting company at user expense. User ratings (stars, likes) also act as
nudges.

1.9.3 Design Principles

 Purpose: Generalizable abstractions to guide designers' thinking about UX aspects.

Prescriptive suggestions (dos/don'ts) to explain/improve designs, acting as triggers rather
than specific instructions. Derived from theory, experience, common sense.
 Common Principles:

o Visibility: Make relevant options/information visible so users know what can be

done and what to do next. Example: Clear car controls vs. hidden controls on
touchscreens. Invisible activation zones (automated faucets, lights) can cause
frustration if unclear how to operate.
o Feedback: Inform user about what action has been done and its result, allowing
continuation. Essential for interaction (imagine delays in guitar sound or writing
appearing). Can be audio, tactile, visual, etc.; combinations chosen based on activity.
Proper feedback aids visibility.
o Constraints: Restrict possible interactions at a given moment. Examples:
Deactivating/graying out menu options prevents errors; graphical representations
(flow charts) constrain perception; physical design limits use (key only fits one way).
o Consistency: Design interfaces with similar operations/elements for similar tasks.
Follows rules (e.g., same action selects all objects). Benefits: Easier to learn/use.
Works well for simple interfaces. Challenges: Complex interfaces with many
operations (e.g., word processors) need structured approaches like categorized
menus, not just one button per function.
o Affordance: Attribute of an object suggesting how to use it ("gives a clue").
Perceptually obvious affordances on physical objects (door handle affords pulling)
make interaction intuitive. Term popularized for interfaces: make controls obviously
suggest their use (button affords pushing, scrollbar affords scrolling). Norman
distinguishes 'real' (physical object) vs. 'perceived' (learned conventions on screens)
affordances. Argues screen design focuses on perceived affordances, though some
actions (swiping) seem natural even to infants.
o Simplicity: Important principle; avoid clutter. Nielsen suggested removing elements
to see if design still works. Can reveal unnecessary items, leading to cleaner design.
However, visuals/formatting contribute to aesthetics/enjoyment. Requires
balancing aesthetic appeal with optimal information.