Cognitive load and UX Design
Psychology is an integral part of UX Design. Understanding how people behave and think, as well as how their brains work, is fundamental to creating good experiences that are not only effective but also don't negatively impact the people who use them.
It's no secret that technology is overwhelming us. With constant notifications and information overload, our brains are struggling to keep up. This is causing problems like lower productivity, slower learning, and poor sleep. It's also making us feel stressed, frustrated, and irritable.
As UX designers, it's our job to create experiences that are easier for our brains. To do that, we need to understand cognitive load. Let's explore this concept in more detail.
What is cognitive load
Cognitive load theory was developed by John Sweller in the 1980s as part of research into problem-solving. The study found that the appropriate preparation of instructions and presentation of information to students could optimize their cognitive load, directly leading to better learning outcomes. This theory places particular emphasis on simplifying the presentation of materials and focusing on key information.
The theory of cognitive load states that the human mind has limited working memory resources. If a task we're performing or a problem we're solving demands too many resources, it can lead to an overload of working memory, making it significantly harder—or even impossible—to complete the task or absorb the information.
Working memory
I mentioned working memory earlier, which is closely linked to the theory of cognitive load. Working memory is a limited-capacity system responsible for processing current information related to thinking, learning, and problem-solving. Its capacity is quite restricted—typically allowing for the processing of about 4 to 7 elements at a time. However, this can vary between individuals and depends on the type of information being processed.
Cognitive overload
When a person experiences too much cognitive load, we refer to this as cognitive overload. This occurs when working memory is overloaded with more information than it can process. It hinders or even completely prevents effective information retention, task completion, and problem-solving. Cognitive overload also leads to feelings of stress, frustration, and sensory overload.
3 types of cognitive load
Intrinsic
An inherent part of the learning process and task performance. It can't be eliminated because these activities always involve effort and strain on our brain. The load itself stems from the complexity of tasks or the intricacy of the material we're trying to absorb.
The level of this load can vary, for instance, depending on experience (a beginner might find learning a subject or completing a task more challenging than someone experienced in a particular area). It's a type of load that can be optimized to some extent by designers, for example, through appropriate content presentation in educational materials.
This type of load occurs, for example:
When learning programming, design, or a new foreign language.
When learning to play an instrument.
When using software.
When solving math problems.
Germane
It refers to the mental effort directly associated with the learning process and the creation of cognitive schemas. This type of load is beneficial because it stems from the effort we put into activities that aid in learning new topics or using software. This load can also be optimized by designers, for example, by creating effective tutorials or engaging tasks for learning.
This type of load occurs, for example:
When using tutorials
When learning new software and discovering new features.
When learning a language with a native speaker.
When creating mind maps, group discussions, or analyzing case studies
Extraneous
Unwanted load refers to processes and elements that consume our resources but are not helpful and do not contribute to achieving the goal. This includes anything that distracts us and makes it harder to reach our objectives. As designers, we aim to eliminate this type of load, as it arises from the way information is presented, the organization of processes, and the design of the interface.
This type of load occurs, for example:
When interacting with unreadable text.
When encountering irrelevant information or unclear instructions.
When using an inconsistent, unintuitive, or overly cluttered application or website.
When faced with too many options to choose from.
Cognitive load in UX
So let's look at this from a UX design perspective. To do that, let's go back to the types of cognitive load for a moment. Users of our products encounter each of the three types of load, and each of them concerns slightly different areas. As UX designers, we have a different impact on each of them.
Intrinsic load refers to the cognitive load that arises from the inherent complexity of a process within an application or on a website. Tasks like online shopping or configuring complex settings in an app represent different levels of cognitive load for the user. Additionally, this load varies depending on the user's knowledge and experience. For example, a person making their first online purchase will experience a higher cognitive load than someone who shops online regularly, and configuring complex settings will be somewhat easier for an administrator with ten years of experience compared to an intern. As designers, we have the least control over this type of load, but by effectively managing the other two types of cognitive load, we can maintain it at an optimal level.
Germane load is the type of cognitive load that typically arises when a user is learning new software or a recently added feature. As designers, we have a bit more control over this. A prime example is designing effective tutorials or help systems that guide users through new software or features step-by-step. Although this may increase their effort initially, it ultimately helps them better understand how the application works and allows them to use it more effectively, which is why we consider it beneficial cognitive load.
Extraneous load is the type we, as designers, have the most control over because it directly results from poorly designed interfaces and products. This refers to everything that is irrelevant to the user in the context of the task they are performing and anything that might distract or hinder their performance, such as:
Complicated forms.
Too many notifications and other distractions.
Poorly designed information architecture.
Inconsistent and unclear interface.
Too many available options (Hick's Law).
Too many visual effects.
Overloading the page with irrelevant graphic elements, animations, and colors.
Unreadable or confusing content.
Why is cognitive load optimization important?
In the beginning, I mentioned that we live in times where we're bombarded with information and various stimuli from every direction almost all the time. People often feel overwhelmed even before they start taking any action. A good UX designer's role is to care not just about users but about people in general, even when they're not using our product. By reducing cognitive load, we can improve their experience when using our product, and because they'll be less burdened, this will translate into better efficiency and well-being in their daily lives.
What other benefits can we achieve by optimizing cognitive load?
We increase user efficiency
By reducing cognitive load, users are able to complete tasks more quickly and efficiently. This also applies to product adoption, which becomes significantly simpler. We save them time and energy.
We improve user experience
Reduced cognitive load results, among other things, from a well-designed interface. A well-designed interface leads to better user experiences and, consequently, a more favorable perception of the product itself.
We reduce errors
A person who is overloaded is much more likely to make mistakes. By minimizing cognitive load, we reduce the number of errors users make and enable better decision-making (e.g., purchasing decisions), which makes their actions more effective and leads to less frustration.
We increase accessibility
It’s important to know that everyone has a different maximum level of cognitive load. By minimizing cognitive load, we make our product accessible to a broader audience, including those with lower maximum cognitive load, such as older adults.
How to minimize cognitive load
Finally, I would like to share a few tips that will help reduce cognitive load in the interfaces you design.
Pay attention to the design of the interface by removing unnecessary graphic elements and animations. Ensure that the text is readable and use high-contrast colors. Keep in mind the size of important elements like buttons and text, as well as providing adequate white space in the interface.
Design a cohesive interface so users won’t have to spend energy constantly figuring out how your app works. Also, use familiar design patterns that users don’t need to learn anew.
Include only the essential information that won't distract users or divert their attention from the main content or task.
Remember about the quality of the content on the website, it should be simple, as short as possible and understandable to everyone.
Simplify your forms by adding only the fields that are necessary for the process. For longer forms, group related fields into sections and divide the form into appropriate steps.
Provide feedback so users don't have to wonder whether their action was successful. Keep them informed about what’s happening and why.
Ensure a clear hierarchy of information so that users immediately know where to start, what is most important, and what they should address next.
Visualize data in a user-friendly, familiar way. Use charts, icons, and graphics that help users understand and absorb the information. However, remember that icons, such as those in navigation, can be better understood with appropriate labels.
Reduce the number of repetitive actions a user has to perform. If we can remember some data or set a most frequently selected option, let's do it.
Limit the number of items a user needs to remember at one time. According to Miller's law, this is typically between 5 and 9 items, but it is also said that nowadays, it could be as few as 4 to 7.
Apply Hick's Law. Reduce the number of available options to simplify decision-making.
Guide users through new features and applications if they are new to them. Use tutorials and clear instructions.
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You misspelled intrinsic in the header for that section!