Past Meetup

Designing With the Mind in Mind: The Psychological Basis for UI Design Rules

This Meetup is past

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UI design rules are not simple recipes to be applied mindlessly. Applying them effectively requires determining their applicability and precedence in specific situations.

It also requires balancing the trade-offs that inevitably arise in situations when design rules appear to contradict each other.
By understanding the underlying psychology for the design rules, designers and evaluators enhance their ability to interpret and apply them.

Explaining that psychology is the focus of this talk. It is intended mainly for software designers and developers who did not take Cognitive Psychology as part of their university education, or who took it long ago and would like an update based on recent research.


$15 if you pay in advance. $20 at the door.

Register at (



Jeff Johnson
President & Principal Consultant
UI Wizards

Jeff Johnson is President and Principal Consultant at UI Wizards, Inc., a product usability consulting firm that offers UI design, usability reviews, usability testing, and training (

He also is a principal at, a consultancy focused on elder usability and universal accessibility ( He has worked in the field of Human-Computer Interaction since 1978.

After earning B.A. and Ph.D. degrees from Yale and Stanford Universities, he worked as a user-interface designer and implementer, engineer manager, usability tester, and researcher at Cromemco, Xerox, US West, Hewlett-Packard Labs, and Sun Microsystems.

Johnson has taught at Stanford University and Mills College, and in 2006 was an Erskine Teaching Fellow at the University of Canterbury in Christchurch New Zealand. He has published many articles and book chapters on a
variety of topics in Human-Computer Interaction and the impact of
technology on society. He frequently gives talks and tutorials at
conferences and companies on usability and user-interface design.

Johnson is the author of GUI Bloopers: Don'ts and Dos for Software
Developers and Web Designers (2000), Web Bloopers: 60 Common Design
Mistakes and How to Avoid Them (2003), GUI Bloopers 2.0: Common User
Interface Design Don'ts and Dos (2007), Designing with the Mind in
Mind (2010). His latest book, coauthored with Austin Henderson, is
Conceptual Models: Core to Good Design (2011).

John Johnson's Recent UI Design Books:

- GUI Bloopers 2.0: Common User Interface Don'ts and Dos (2007)

- Designing With the Mind in Mind: Simple Guide to Understanding UI
Design Rules (2010)

- Conceptual Models: Core to Good Design (2011)