Cognitive Structure: Humans naturally avoid complicated or confusing interfaces. If all headlines in a newspaper are the same size as the body text, they won’t seem inviting to read. The human brain is built to operate efficiently. However, human cognitive abilities often don’t reach their full potential. Any interface that goes against this instinct is likely to fail. No one enjoys taking tests every day, right? To increase sales in an online shopping mall, it’s important to provide an interface that requires minimal mental effort from consumers. To protect the environment, instead of setting “spoons or forks” as the default delivery option in a food delivery app, offering a choice to select separately can help reduce waste. To promote positive consumer behavior, create a comfortable environment; to discourage negative behavior, make the process complex and frustrating. - Joseph’s “just my thoughts”
No matter how long you know someone, you can’t truly understand the mind of that person. A person’s values become evident when they face a dilemma —the dilemma of being unable to choose one option over another. Dilemmas arise amid contradictions where logic clashes, and in response to concerns and fears stemming from uncertainty . The conflict of logic and fear reveals the true nature of humanity. The decisions a person makes while overcoming a dilemma ultimately shape who they are. People often say that the totality of our choices defines our lives, and accepting the consequences, whether good or bad, is a reflection of our character. - Joseph’s “just my thoughts”