Usability Heuristics and Behavioral Science Heuristics: are they complementary? (Part 1)
- Silvia Cottone
- Apr 24, 2022
- 5 min read
Usability Heuristics and Behavioral Science Heuristics can be used to design better user experiences. Let's see how they complement each other when applied š
Are you working in a company that develops products on digital platforms? Are you already implementing Behavioral Science in some (hopefully all) steps of designing user experience? If it is so, you might have been in a meeting in which the UX or the Behavioral Science experts were presenting their findings after an accurate analysis of the problem your team is working on. You are carefully listening to both presentations and both mention the term Ā“heuristicsĀ“. You might assume they are talking about the same thing, butā¦are they?
Let's read these two definitions:
Definition of Usability Heuristics
They refer to Jakob Nielsen's 10 general principles for interaction design. They are called "heuristics" because they are broad rules of thumb and not specific usability guidelines (NN Group, 2020).
Definition of Behavioral Science Heuristics
They are 'mental shortcuts' or Ā“rules of thumbĀ“ that our brain uses to tackle problems when it does not have the resources to solve them accurately (Kahneman, D. & Tversky, A., 1974).
āš In Behavioral Science, there are several behavioral models and insights (e.g. cognitive biases) that also try to explain how people make decisions. I will also include it in the explanation below to give you a deeper view of the different Behavioral Science concepts that can complement the Usability Heuristics. |
Although at a first glance the definitions can appear to be very different, both concepts can be used to design better user experiences. Actually, they complement each other very well! So, if your UX team has not collaborated with the Behavioral Science team yet, it's time for a change š
There are 10 Usability Heuristics identified by Jakob Nielsen (1994). In this article, we will focus on the first 05 Usability Heuristics (click here to read part 2 šš»). Let's find out what Behavioral Science Heuristics they are connected to.
Hint: first read the Usability Heuristics, then move onto the Behavioral Science Heuristics to deepen your knowledge.
Usability Heuristic #1 - Visibility of system status
Definition | Example |
āThe design should always keep users informed about what is going on, through appropriate feedback within a reasonable amount of time. | āYou Are Hereā indicators on mall maps have to show people where they currently are, to help them understand where to go next. |
04 Behavioral Science Heuristics can complement the Usability Heuristic #1
Make it Easy
If you want to encourage a behavior (especially in digital platforms), you have to make it easy. One way of doing so is to simplify messages. Giving information is not enough if you don't make the message clear. Especially when users are required to act, breaking down a complex goal into simpler, easier actions can result in a significant increase in response rates to communications.
For example, the Amazon 1-Click button lets customers buy things with just one click without providing information that is already available. As published in this study, the average shopping cart abandonment rate is about 70 percent and the one-click buying helps in reducing it.
Make it Timely
If you want your users to do something, you should prompt them when they are likely to be most receptive. Communicating the same information at different times can have a different impact on the user experience.
For example, identify where in the online journey some customers are struggling the most and help them. As reported in this article, āEarthLink has a dedicated team of reps who step in as needed with clients on its self-service website - for instance, by initiating a chat with a customer who has spent more than 90 seconds in the knowledge center or clicked on the āContact Us'' link. This program has reduced calls by 8%ā.
Operational Transparency
Your users are more likely to understand and appreciate the value of your product when you show them what's going on Ā“behind the curtainsĀ“.
It also helps them understand where they are in the process and what comes next.
Idleness Aversion
As we like to see the full process to know when we should act, we also like to be kept busy while we are waiting for the process to move forward.
Visually showing the progress helps your user be more patient and enjoy the waiting.
Usability Heuristic #2 - Match between system and the real world
Definition | Example |
The design should speak the users' language. Use words, phrases, and concepts familiar to the user, rather than internal jargon. Follow real-world conventions, making information appear in a natural and logical order. | When stovetop controls match the layout of heating elements, users can quickly understand which control maps to which heating element. |
02 Behavioral Science Heuristics can complement the Usability Heuristic #2
Familiarity bias
It is the tendency for individuals to prefer what is familiar and to seek to avoid the unknown.
Very often your users behave in a certain way because they can easily recall images of examples or past experiences that make them feel comfortable. This can occur due to familiarity, salience and recency of those behaviors.
Confirmation bias
People make order in their worlds by matching new information with what already exists or what confirms their existing beliefs.
Displaying information in a way that is easy for your user helps them to go through it quickly and still identify what they need from their search.
Usability Heuristic #3 - User control and freedom
Definition | Example |
Users often perform actions by mistake. They need a clearly marked "emergency exit" to leave the unwanted action without having to go through an extended process. | Digital spaces need quick āemergency exits,ā just like physical spaces do. |
01 Behavioral Science Heuristics can complement the Usability Heuristic #3
Illusion of control
It describes how we believe we have greater control over events than we actually do.
By providing your users with an easy way to exit the process, they will perceive they have control over their choices (i.e, you are not forcing them into a choice), which can increase not only their satisfaction with your brand, but also the likelihood of actually continuing the process.
Usability Heuristic #4 - Consistency and standards
Definition | Example |
Users should not have to wonder whether different words, situations, or actions mean the same thing. Follow platform and industry conventions. | Check-in counters are usually located at the front of hotels. This consistency meets customersā expectations. |
02 Behavioral Science Heuristics can complement the Usability Heuristic #4
Status quo bias
It describes our preference for the current state of affairs, resulting in resistance to change.
Your users like to stick with what they are already used to and are less prone to learn new things.
Cognitive fluency and cognitive overload
Cognitive fluency refers to the ease or difficulty with which we process information.
Using familiar terms and real-world conventions makes it easy for your user to process the information and prevents a cognitive overload.
Usability Heuristic #5 - Error Prevention
Definition | Example |
Good error messages are important, but the best designs carefully prevent problems from occurring in the first place. Either eliminate error-prone conditions, or check for them and present users with a confirmation option before they commit to the action. | āāāāGuard rails on curvy mountain roads prevent drivers from falling off cliffs. |
02 Behavioral Science Heuristics can complement the Usability Heuristic #5
System 1 and system 2
It is very important to remember that the majority of decisions are made with the system 1 in action. That is, a fast, automatic and effortless system (opposed to system 2, slow, reflexive and requiring effort).
Check your design with this in mind to spot any error that can happen when using system 1 in the decision-making process.
Decision points theory
A decision point is any intervention that is designed to get an individual to pause and think about the consumption they are engaging in.
Sometimes adding an extra step can help your users avoid making mistakes and be more satisfied with the experience.
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Silvia Cottone
Behavioral Science Consultant
& Worldwide Keynote Speaker
Reference
Buell, R., W. (2019). Operational Transparency. Harvard Business Review.
Nielsen, J. (1994a). Enhancing the explanatory power of usability heuristics. Proc. ACM CHI'94 Conf. (Boston, MA, April 24-28), 152-158
Kahneman, D. & Tversky, A. (1974). Judgment under Uncertainty: Heuristics and Biases. Science, New Series, Vol. 185, No. 4157. (Sep. 27, 1974), pp. 1124-1131.
NN Group (2020). 10 Usability Heuristics for User Interface Design.
Nofsinger, John R (2008). Familiarity Bias PART I: What Is It?. Psychology Today.
Service, O., Hallsworth, M., Halpern, D., Algate, F., Gallagher, R., Nguyen, S., Ruda, S., Sanders, M., Pelenur, M., Gyani, A., Harper, H., Reinhard, J. & Kirkman, E. (2014). EAST: Four simple ways to apply behavioural insights. The Behavioral insights Team.
Soman, D., Xu, J., Cheema, A. (2010). Decision Points: A Theory Emerge. Rotman Magazine Winter.
The Decision Lab (2022). Why we believe we have more control over the world than we actually do.
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