UX Master Classes

How to Design with the Mind in Mind

Webinar with Jeff Johnson, Assistant Professor, Computer Science Department, University of San Francisco
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User-experience design guidelines are valuable tools to aid designers in creating a positive user experience. They're based on human perception and cognition—how people perceive, think, and act. However, they are not simple recipes and should not be applied mindlessly. As a designer, you need to understand the why behind these design guidelines to be able to determine their applicability and precedence in specific situations.

If you understand the perceptual and cognitive psychology that underlies UX design guidelines, you’ll be able to enhance your ability to interpret and apply the design guidelines, and ultimately create better experiences for your users.

This Master Class is based on Jeff Johnson’s book: Designing With the Mind in Mind, 3rd edition.

You’ll learn:

  • The basic perceptual and cognitive psychology that underlies UI design principles, guidelines, and heuristics.
  • How to balance the trade-offs that inevitably arise in situations when guidelines appear to contradict each other.
  • Examples of good and bad designs.

With a more robust understanding of the psychology that underlies design principles and guidelines you’ll be able to make more informed decisions and create more intuitive experiences for your user and take your products and solutions to the next level.


Jeff Johnson
Jeff Johnson, Assistant Professor, Computer Science Department, University of San Francisco

Jeff Johnson is an Assistant Professor in the Computer Science Department of the University of San Francisco. After earning B.A. and Ph.D. degrees from Yale and Stanford, he worked at Cromemco, Xerox, US West, Hewlett-Packard Labs, and Sun Microsystems. In 1990, he co-chaired the first Participatory Design conference, PDC'90. He serves on the SIGCHI U.S. Public Policy Committee. He has also taught at Stanford University and Mills College, and in 2006 and 2013 he taught HCI as an Erskine Fellow at the University of Canterbury in New Zealand. He is a member of the ACM SIGCHI Academy, a SIGCHI Lifetime Achievement in Practice Awardee, and an ACM Distinguished Member.

He has authored or co-authored many articles and chapters on Human-Computer Interaction, as well as the books GUI Bloopers, Web Bloopers, GUI Bloopers 2.0, Designing with the Mind in Mind, Conceptual Models (co-authored with Austin Henderson), Designing with the Mind in Mind, 2nd edition, Designing UIs for an Aging Population (co-authored with Kate Finn), and Designing with the Mind in Mind, 3rd edition.

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