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UX Principles

Two Elements of UX Design (1, page 115)

  • Great UX design = Usability + delight
  • Usability = can customers use your product?
  • Delight = do customers enjoy using your product?

Olsen’s Law of Usability (1, page 113) 

'The more user effort required to take an action, the lower the percentage of users who will take that action. The less user effort required, the higher the percentage of users who will take that action.'

Gestalt principles (1, page 136)

Principle of proximity – the brain perceives objects that are closer together as more related than objects that are farther apart

Principle of similarity – the brain perceives objects that share similar characteristics as more related than objects that don’t share those characteristics

Visual Hierarchy Design Principle (1, page 136)

  • The brain assumes larger objects are more important and smaller objects are less important 
  • Elements with high contrast (e.g. items that ‘pop’) are more important 
  • Position also affects visual hierarchy (e.g. for people who speak English the top left is the most important as that is how we read) 
  • To determine visual hierarchy squint at the page you will be able to identify the most important design elements

Principles of composition (1, page 137) 

  • Unity – does the page or screen feel like a unified whole or a bunch of disparate elements?
  • Contrast – is there enough variation in colour, size, arrangement, and so forth to create visual interest?
  • Balance – have you equally distributed the visual weight (position, size, colour etc) of elements in your design?
  • Use of space – how cluttered or sparse does your design feel? Ensure there is enough white space so that it doesn’t feel crowded.

UX Components

UX Design Iceberg (1, page 116)

UX Design Iceberg (1, pg 116)
Conceptual design (1, page 117)
  • This is the core concept you are using to design your product 
  • E.g. uber’s is based around a map
Information Architecture (1, page 120)
  • How the information and functionality should be structured 
  • Findability – how easy it is to find what the user needs (test this) 
  • Sitemaps are tool used to define the structure
Interaction Design (1, page 123)
  • Specify user flows 
  • What actions can the user take?
  • Including error messages and slow response flows
  • Flowcharts are a tool for mapping flows 
  • Wireframes are tool for testing
Visual Design (1, page 129)
  • Colours/ font/ graphics have emotions for user
  • Style guide used to ensure consistent feel 
  • Layout grids used to ensure consistent alignment of the design (e.g. divide the desktop screen by 12 sections which is then used to put all the nav options/ content boxes in line with) (page 133)
  • Mockups used to test this 


  1. Lean Product Playbook by Dan Olsen

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