It has been more than two decades since UX entered the industry as a new frontier; however many of everyday products still highly frustrate us.

1. UX in Real Life
It has been more than two decades since UX entered the
industry as a new frontier; however many of everyday
products still highly frustrate us.

3. How to use the water
tap?
Read the instruction

4. Do not rotate the tap!

6. When a device as simple as a door has
to come with an instruction manual-even
a one-word manual - then it is a failure,
poorly designed.
Donald A. Norman

7. Principles Of Design
1.Affordances
2.Signifiers
3.Natural Mappings
4.Constraints
5.Feedback
6.Conceptual Models

8. Affordance

9. An affordance is the
possibility of an action on an
object or environment.

11. James J. Gibson
• Psychologist James J. Gibson originally
introduced the term in his 1977 article
"The Theory of Affordances"
• In 1988, Donald Norman appropriated
the term affordances in the context of
design.

12. SIGNIFIERS
• Signifiers signal things, in
particular what actions are
possible and how they should
be done.
• Affordances are the possible
interactions between people and
the environment.

13. CULTURAL CONVENTIONS

14. • People search for clues, for any sign
that might help them cope and
understand.
• What people need, and what
designers must provide, are signifiers.

15. SOCIAL
SIGNIFIERS
A “signifier” is
some sort of
indicator, some
signal in the
physical or social
world that can be
interpreted
meaningfully.

16. NATURAL MAPPING

17. Mapping is a technical term, borrowed
from mathematics, meaning the
relationship between the elements of
two sets of things.

18. The control is in the shape of the
seat itself: the mapping is straightforward.

19. The real function of
natural mappings
is to reduce the
need for any
information from a
user's memory to
perform a task.

20. If the user wants to see the most recent items first, does she choose Ascending or Descending?
These terms don’t map well to how users conceive of time.

21. CONSTRAINTS

22. Physical constraints

23. CONSTRAINTS
Constraints are the limits to an
interaction or an interface.
• PHYSICAL CONSTRAINTS
• CULTURAL CONSTRAINTS
• SEMANTIC CONSTRAINTS
• LOGICAL CONSTRAINTS

24. A classic example can
be seen the way
menu options on a
typical desktop
application are
grayed out when they
are unavailable.

25. FEEDBACK
Good interaction design
provides feedback

26. • Feedback is a critical way to help users avoid
frustration and confusion. If I click a button for
an action to happen, and there’s no indication
that it happened, the user will
understandably question whether it’s worked.
• In the digital world, it’s quite often a bit of text
telling you what’s happened.

27. CONCEPTUAL
MODELS
A conceptual
model is an
explanation,
usually highly
simplified, of how
something works.

29. Two Conceptual Models for a Refrigerator

31. Summary
1.Affordances
2.Signifiers
3.Natural Mappings
4.Constraints
5.Feedback
6.Conceptual Models

32. Thank you!