Design for how people think (Summary)
Why do users get frustrated by interfaces that seem perfectly logical to you, the designer? It's because you're designing for one mind, but your user is operating with six. From the 'Autopilot Mind' that wants to click without thinking, to the 'Anxious Mind' that fears making a mistake, your product isn't just interacting with a single user—it's navigating a committee of competing psychological states.
Design for the Autopilot Mind First
Most of the time, users aren't deeply engaged; they're on autopilot, relying on habits and established patterns. Your design should support this effortless state by being predictable, clear, and conventional.
The 'infinite scroll' on social media feeds like Instagram or TikTok is a perfect design for the Autopilot Mind. It requires no conscious decision-making ('Should I click 'Next Page'?), allowing users to consume content with minimal cognitive effort, driven purely by instinct and habit.
Reassure the Anxious Mind
Users are often worried about losing data, making the wrong purchase, or breaking something. Good design provides clear feedback, confirmation steps, and easy 'undo' options to soothe this anxiety.
When you're about to make a large online purchase, Amazon shows multiple confirmation screens: a final review of your cart, your shipping address, and your payment method, with a big, clear 'Place your order' button. This prevents accidental purchases and calms the Anxious Mind by confirming every detail before commitment.
Empower the Analytical Mind
When users need to make a complex decision, their Analytical Mind takes over. They crave data, comparison tools, filters, and sorting options to feel in control and make an informed choice.
A travel booking site like Kayak or Skyscanner doesn't just show a list of flights. It provides powerful filters for airline, number of stops, price range, and departure times, along with charts showing price trends. This empowers the user's Analytical Mind to find the optimal flight based on their specific criteria.
Engage the Playful Mind with Small Delights
Beyond mere functionality, users appreciate small moments of joy, surprise, or cleverness in an interface. These 'micro-interactions' can transform a utilitarian tool into a beloved product.
When you 'like' a post on X (formerly Twitter), the heart icon doesn't just change color; it animates with a little burst. This small, playful detail adds a bit of joy to a mundane action, engaging the Playful Mind and making the experience more memorable.
