🧭 Learning Outcomes
By the end of this week, you will be able to:
- Explain the concept of humanisation in ICT and its importance in UX
- Apply cognitive psychology principles to design user-centred interfaces
- Understand the psychology of colour and apply it effectively in UX
- Identify the principles of branding and digital brand experience
- Recognise the importance of professional ethics (BCS & IET Codes of Conduct)
🔹 1. Humanisation of ICT
Definition: Humanisation is the process of designing technology that adapts to human needs and behaviour — technology that feels natural.
"We're no longer adapting to technology — technology is adapting to us."
Key Features of Humanised Tech
- Gesture, voice, and touch interactions
- Context-aware and intent-aware devices
- Adaptive systems and ambient intelligence
- Seamless multi-device interaction
Examples:
- Alexa / Google Home – voice-driven interfaces
- Smartwatches adapting display based on user activity
- Adaptive learning apps adjusting difficulty based on performance
💭 Class Discussion
Question: How does your phone adapt to you personally? Think of examples where it predicts what you need.
Take 2 minutes to think and discuss with a partner.
HCI & UX Foundations
HCI (Human-Computer Interaction) - ACM Definition:
"A discipline concerned with the design, evaluation, and implementation of interactive computing systems for human use and with the study of major phenomena surrounding them."
"A discipline concerned with the design, evaluation, and implementation of interactive computing systems for human use and with the study of major phenomena surrounding them."
🎯 Aim: Optimise performance of human and computer together.
Approach: User-Centred Design - Interfaces should be intuitive and natural.
"Talking to users is not a luxury — it's a necessity."
Utilitarian vs Hedonic Design
| Utilitarian | Hedonic |
|---|---|
| Focuses on practical tasks and efficiency | Focuses on pleasure, emotion, and experience |
| Example: Online banking app | Example: Spotify UI with visual animations |
🔹 2. Cognitive Psychology in UX
"A designer who doesn't understand psychology is like an architect who doesn't understand physics." — Joe Leech
Card, Moran & Newell, 1983
- Perceptual system – receives input (~100 ms)
- Cognitive system – interprets and decides (~70 ms)
- Motor system – executes actions (~70 ms)
Implication: Systems must minimise memory load and present meaningful, recognisable patterns.
Types of Memory:
- Sensory Memory – lasts milliseconds, unprocessed
- Short-Term Memory (STM) – 7 ± 2 chunks (Miller, 1956)
- Long-Term Memory (LTM) – semantic, episodic, procedural
Design Tips:
- Use meaningful chunks (icons, categories)
- Avoid cognitive overload
- Help users "close" tasks easily
Users build internal mental models of how systems work.
Designers must match the system's conceptual model to the user's mental model.
Example: The "desktop" metaphor in operating systems leverages real-world knowledge → users understand files, folders, trash bin intuitively.
- Visual clues that suggest how an object is used
- No prior knowledge needed
- E.g., buttons that look "pressable" or sliders that imply "dragging"
Design Tip: Put knowledge in the interface, not in the user's memory.
🧪 Quick Analysis Activity (5 min)
Task: Look at two app interfaces shown by your lecturer (one cluttered, one minimalist)
Questions to consider:
- Which feels easier to use? Why?
- What cognitive principles are at play?
- How does each interface handle memory load?
Emotional Design
Don Norman's 3 Levels of Emotional Design:
| Level | Focus | Example |
|---|---|---|
| Visceral | First impression / visual appeal | Apple packaging |
| Behavioural | Ease of use, control | Google search simplicity |
| Reflective | Long-term satisfaction & meaning | Duolingo's progress tracking |
Psychological Phenomena in UX
| Phenomenon | Meaning | Example |
|---|---|---|
| Pavlovian Conditioning | Conditioned response to trigger | Notification sound triggers checking phone |
| Aesthetic Usability Effect | Attractive design perceived as easier | iPhone UI |
| Von Restorff Effect | Isolated element stands out | Red "Delete" button |
| Serial Position Effect | Recall first & last items best | Navigation menu layout |
| Mere-Exposure Effect | Familiarity increases preference | Button location consistency |
| Chameleon Effect | Users mirror design tone | Calm colour → calmer interaction |
🔹 3. Colour Theory in UX
🎨 Human Perception
- Most sensitive to green/yellow
- Least sensitive to blue
- Avoid problematic pairings: red on blue, green on red
Guidelines
- Use colour coding consistently
- Colour must mean something to the user
- Avoid overstimulation — too much colour increases search time
🌈 Colour Psychology
Red
Passion, Urgency
Passion, Urgency
Blue
Trust, Calm
Trust, Calm
Green
Nature, Health
Nature, Health
Orange
Fun, Creativity
Fun, Creativity
Black
Mystery, Luxury
Mystery, Luxury
| Colour | Association | UX Use Case |
|---|---|---|
| Red | Passion, urgency | CTA buttons, warnings |
| Blue | Trust, calm | Banking apps, professional sites |
| Green | Nature, health | Fitness or environment apps |
| Orange | Fun, creativity | Kids' apps, campaigns |
| Black | Mystery, luxury | Premium products |
🧪 Interactive Demo: Stroop Test
Say the COLOR of the word, not what the word says!
Click Start
This demonstrates cognitive interference - our brain processes the word meaning before the color!
🔹 4. Branding & Digital Brands
"Brands exist in the minds of people who interact with them." — Brian Collins
Important: Brand ≠ Logo
A brand is:
A brand is:
- Values
- Messaging
- Imagery
- Tone of voice
- Touchpoints
- Experiences
✨ Principles of Brand Design
- Clarity & Simplicity
- Consistency
- Uniqueness
- Relevance
- Memorability
- Emotional Appeal
- Authenticity
- Versatility
Example: Apple – simplicity and emotional connection through design, messaging, and user experience.
🌐 Digital Branding – Beyond Visuals
- Digital brand = sum of all user experiences
- Includes onboarding, social media, tone, transparency
- Every interaction shapes brand perception
Case Study: Monzo Bank
Monzo built their brand through:
Monzo built their brand through:
- Friendly, conversational tone of voice
- Human interaction in customer service
- Transparency in operations and fees
- Community engagement
💭 Case Study Discussion
Task: Compare BMW vs MINI branding values
Questions:
- What values does each brand communicate?
- How does design communicate these values?
- What emotions do they evoke?
🔹 5. Professionalism & Ethics
📜 BCS Code of Conduct – 4 Principles
Consider health, privacy, security, and equality in all work.
- Respect data privacy
- Consider accessibility needs
- Protect vulnerable users
- Consider environmental impact
Work within competence and keep learning.
- Only take on work you're qualified for
- Continuous professional development
- Be honest about limitations
- Maintain professional standards
Act with diligence and avoid conflicts of interest.
- Carry out work diligently
- Avoid conflicts of interest
- Respect confidentiality
- Act in employer's/client's best interests
Uphold reputation and support peers.
- Uphold the reputation of the profession
- Support fellow professionals
- Advance public knowledge
- Encourage professional development in others
📜 IET Ethics
Fairness, integrity, and ethical behaviour across science and technology practices.
💭 Ethical Scenario Discussion
Scenario: You're a UX designer and your manager asks you to implement a "dark pattern" - a deliberately confusing interface element designed to trick users into subscribing to a service they don't want.
Questions:
- What should you do?
- Which BCS principles apply?
- How would you handle this professionally?
- What are the potential consequences?
Discuss in small groups for 5 minutes.
📊 Summary – Pulling It All Together
- Humanisation makes technology feel natural and adaptive
- Cognitive psychology informs how people perceive, remember, and act
- Colour and emotional design shape experience and decision-making
- Branding creates long-term trust and connection
- Ethics guide responsible and inclusive design
Key Takeaway: Great UX design combines technical understanding with psychological insight and ethical responsibility.
🧪 Week 4 Assessment Task
Task Title: Humanising a Digital Experience
Objective: Apply cognitive psychology, colour theory, branding, and ethics to a real design scenario.
Instructions:
- Choose a digital product (app or website) that you use regularly
- Analyse its interface for:
- Humanisation features (voice, gestures, adaptability)
- Cognitive design choices (memory load, mental models, affordances)
- Colour use and emotional impact
- Branding strategy and consistency
- Ethical practices or dark patterns
- Write a short report (500 words) with 3 annotated screenshots explaining your observations
Report Structure:
- Introduction: Name the product and why you chose it
- Analysis: Cover all 5 areas listed above with examples
- Screenshots: 3 annotated images highlighting key points
- Conclusion: Overall assessment of the UX design
Optional Extension:
Suggest 3-5 improvements based on psychology and ethics principles covered in this lecture.
Submission:
- Format: PDF document
- Word Count: 500 words (+/- 10%)
- Due: Check Blackboard for deadline
Assessment Criteria:
- Understanding of humanisation concepts (20%)
- Application of cognitive psychology principles (20%)
- Colour theory analysis (15%)
- Branding evaluation (15%)
- Ethical considerations (15%)
- Quality of screenshots and annotations (10%)
- Writing quality and structure (5%)