Usability Heuristics and Behavioral Science Heuristics: are they complementary? (Part 2)
- Silvia Cottone
- Jun 10, 2022
- 4 min read
Usability Heuristics and Behavioral Science Heuristics can be used to design better user experiences. Let's see how they complement each other when applied 😁
Do you remember these two definitions from my previous article?
Definition of Usability Heuristics
They refer to Jakob Nielsen's 10 general principles for interaction design. They are called "heuristics" because they are broad rules of thumb and not specific usability guidelines (NN Group, 2020).
Definition of Behavioral Science Heuristics
They are 'mental shortcuts' or ´rules of thumb´ that our brain uses to tackle problems when it does not have the resources to solve them accurately (Kahneman, D. & Tversky, A., 1974).
Usability Heuristics and Behavioral Science Heuristics are very important tools when working on digital platforms. Although at a first glance the definitions can appear to be very different, both concepts can be used to design better user experiences. Actually, they complement each other very well! So, if your UX team has not collaborated with the Behavioral Science team yet, it's time for a change 😁
There are 10 Usability Heuristics identified by Jakob Nielsen (1994). In this article, we will focus on the last 05 Usability Heuristics (check out the 1st part here 🙌🏻). Let's find out what Behavioral Science Heuristics they are connected to.
👀 In Behavioral Science, there are several behavioral models and insights (e.g. cognitive biases) that also try to explain how people make decisions. I will also include it in the explanation below to give you a deeper view of the different Behavioral Science concepts that can complement the Usability Heuristics. |
Hint: first read the Usability Heuristics, then move onto the Behavioral Science Heuristics to deepen your knowledge.
Usability Heuristic #6 - Recognition rather than recall
Definition | Example |
Minimize the user's memory load by making elements, actions, and options visible. The user should not have to remember information from one part of the interface to another. Information required to use the design (e.g. field labels or menu items) should be visible or easily retrievable when needed. | It’s easier for most people to recognize the capitals of countries, instead of having to remember them. People are more likely to correctly answer the question Is Lisbon the capital of Portugal? rather than What’s the capital of Portugal? |
03 Behavioral Science Heuristics can complement the Usability Heuristic #6
Cognitive & information overload
It is a fact that less is more. Especially on digital platforms, overwhelming users with options and information can lead them away from finishing the online journey.
Using images or making the important information more salient can help them focus on what's important and find what they need on your app or website.
System 1 and short-term memory
Most of the time your user is using system 1 when navigating your app or website. Information processed by system 1 will probably only achieve the short-term memory of the user (i.e. it stores a small amount of information and keeps it readily available for a short period of time (Cherry, K., 2022).
As they might forget some important information you provided, the design should help them to easily access that information whenever they need it.
Availability Heuristic
Not only the users might forget the information you previously provided, but also they favor recent and available information over past information (Growth.design, 2022).
Your design should help them recognize the information when needed (and not just trust the fact the users will recall it at some points in the online journey).
Usability Heuristic #7 - Flexibility and efficiency of use
Definition | Example |
Shortcuts — hidden from novice users — may speed up the interaction for the expert user such that the design can cater to both inexperienced and experienced users. Allow users to tailor frequent actions. | Regular routes are listed on maps, but locals with more knowledge of the area can take shortcuts. |
01 Behavioral Science Heuristic can complement the Usability Heuristic #7
IKEA Effect
People value more products or services when they put some effort into creating them (Norton et al., 2012).
You could provide your users with the opportunity to build up their own design, allowing them to be familiar with the platform and organize it according to their own needs (this is particularly relevant for blogs or communities).
Usability Heuristic #8 - Aesthetic and minimalist design
Definition | Example |
Interfaces should not contain information which is irrelevant or rarely needed. Every extra unit of information in an interface competes with the relevant units of information and diminishes their relative visibility. | An ornate teapot may have excessive decorative elements that can interfere with usability, like an uncomfortable handle or hard to wash nozzle. |
01 Behavioral Science Heuristic can complement the Usability Heuristic #8
Selective attention & Information hierarchy
We already know that people can get easily overwhelmed when presented with a lot of options or information. But they will ignore all the irrelevant information you provide on the screen.
You should help your user by designing a good information hierarchy, i. e., the way you arrange the elements on the screen should reveal the order of importance of the information (Bridgewater learning, 2013). When there's no hierarchy, then nothing is important (Growth.design, 2022).
Usability Heuristic #9 - Help users recognize, diagnose, and recover from errors
Definition | Example |
Error messages should be expressed in plain language (no error codes), precisely indicate the problem, and constructively suggest a solution. | Wrong way signs on the road remind drivers that they are heading in the wrong direction and ask them to stop. |
01 Behavioral Science Heuristic can complement the Usability Heuristic #9
Make it easy & fluency shortcut
It is key to communicate in an easy and clear way in order to create a relationship with your users. Especially when you need to communicate an error, you need to keep it short and show the next steps clearly.
Statements that are easier to understand are more believable and feel more familiar (Novemsky et al., 2003). So, your users will not get frustrated by the errors, but will appreciate your genuine help.
Usability Heuristic #10 - Help and documentation
Definition | Example |
It’s best if the system doesn’t need any additional explanation. However, it may be necessary to provide documentation to help users understand how to complete their tasks. | Information kiosks at airports are easily recognizable and solve customers’ problems in context and immediately. |
01 Behavioral Science Heuristic can complement the Usability Heuristic #10
Joint vs separate evaluation
Most of the time people make decisions by comparing two or more options. Or even comparing a present situation to a past one. The evaluation is relative.
You can help your users make decisions on your digital platform by providing extra information. For example, you can show not only what to do, but also what not to do, so they can compare and take action.
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Silvia Cottone
Behavioral Science Consultant
& Worldwide Keynote Speaker
Reference
Bridgewater learning (2013). Design Principles: Hierarchy of Information.
Cherry, K. (2022). What Is Short-Term Memory? Verywellmind.
Daniel Kahneman (2011). Thinking Fast & Slow. New York: Farrar, Straus & Giroux.
Growth. Design (2022). Website.
NN Group (2020). 10 Usability Heuristics for User Interface Design.
Norton, M. I., Mochon, D., & Ariely, D. (2012). The IKEA effect: When labor leads to love. Journal of Consumer Psychology, 22, 453-460.
Novemsky et al. (2003). Preference fluency and its effects on no-choice, compromise and attraction effects. Association for Consumer Research.
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