Reduce Cognitive Load, Maximize UX
Introduction
As human beings, our brains have a limited amount of processing power. When the amount of information coming in exceeds our ability to handle it, our performance suffers. This is known as cognitive load, and it affects the usability of websites and applications. In this article, we will explore what cognitive load is, how it impacts user experience, and how to minimize it for better usability.
Understanding Cognitive Load
Cognitive load is the amount of mental processing power needed to use a website or application. It includes the effort of absorbing new information and keeping track of one’s goals. There are two types of cognitive load: intrinsic and extraneous.
Intrinsic cognitive load is the effort needed to understand new information and complete tasks. It is necessary for learning and problem-solving.
Extraneous cognitive load is the processing that takes up mental resources but doesn’t actually help users understand the content. For example, irrelevant images, redundant links, or meaningless typography flourishes slow users down.
The Impact of Cognitive Load on User Experience
Cognitive load affects how easily users find content and complete tasks. When users are presented with too much information or too many tasks, they may take longer to understand information, miss important details, or even get overwhelmed and abandon the task. This leads to a poor user experience and a negative perception of the website or application.
Minimizing Cognitive Load
To maximize usability, designers should aim to eliminate or minimize extraneous cognitive load. Here are three tips for minimizing cognitive load:
- Avoid visual clutter: Redundant links, irrelevant images, and meaningless typography flourishes slow users down. Designers should use meaningful links, images, and typography as valuable design elements. When overused, they backfire and impair usability.
- Build on existing mental models: People already have mental models about how websites work, based on their past experiences visiting other sites. When designers use labels and layouts that users have encountered on other websites, they reduce the amount of learning users need to do on the new site.
- Offload tasks: Designers should look for anything in their design that requires users to read text, remember information, or make a decision. Then, they should look for alternatives. For example, they can show a picture, re-display previously entered information, or set a smart default. Every task eliminated leaves more mental resources for the essential decisions.
Real-Life Example: Twiga Foods
Twiga Foods, a Kenyan company that connects farmers to markets, has successfully minimized cognitive load to boost conversions. Their mobile app provides farmers with a platform to sell their produce directly to vendors, cutting out middlemen and increasing profits.
The app is designed to minimize cognitive load. It uses simple language and graphics, making it easy for farmers to navigate and understand the app’s features. The app’s interface is also intuitive, allowing farmers to easily list their products and receive real-time bids from buyers. As a result, Twiga Foods has seen a significant increase in conversions and revenue.
Conclusion
Cognitive load is an important aspect of usability that affects the user experience. By minimizing extraneous cognitive load, designers can improve the usability of their websites and applications. They should avoid visual clutter, build on existing mental models, and offload tasks. Real-life examples, like Twiga Foods, demonstrate how minimizing cognitive load can boost conversions and increase revenue.
