100 things every designer needs to know about people

I love this book. I recommend every designer read this. Not only is it a well researched and documented book, it is put together in such an easy to digest format. It doesn’t baffle you with hard facts and science – you can pick it up and learn something new every time.

I started my major project with a point of ensuring I would use this book as a tool in my research and concept development. I took time today to go through a few sections that I felt would benefit my design thinking. I studied the section, brainstormed out some ideas inspired by it and set myself a few guidelines to move forward with.

Sketch book
I have pulled out here a few of those which I believe will be the biggest influence on how I move forward.

People scan screens based on past experience and expectations

I must ensure to adhere to existing chat paradigms. How and where I place UI items must be grounded in existing UI patterns. This has already been seen as an issue during the quick prototypes I carried out. The structured responses in Facebook’s messenger are problematic – they are a new form of interaction and for me they do break the chat medium in an unnatural manner.

People care about time more than money

People value time and if the product or service I design can ‘sell time’ then I believe I am on to a winner. There was also a point raised in the book about the benefits of progressive disclosure. If you can hold back necessary information until required then it can help with on boarding the user.

People create mental models

Once I am in a position to design the product or service with a particular demographic in mind I need to ensure I understand all their shared mental models. What kind of mental models do people have around SMS, messaging or even speaking to bots or computers? How can use this to support my design decisions.

100 things every designer should know about people covers much mush more than I described above. My focus has been on understanding peoples mental models, their motivations and how they make decisions.

As I said, i’d encourage every designer to read this. So what are you waiting for? You can get it here on Amazon… Go go go!


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