Unit 5 – Design and Learning: How can I help people learn from a design?

1. Chunking
Chunking is a method to combine the information into a group of chunk, so that we can easier to process and remember. When we perform chunking we store the information in short term memory. For example a string of letter, word or series of numbers.

This is an example of chunking when an individual performing a memory task by chunking.

Individuals are able to remember a telephone number when they break it into 3 parts. It's easier to remember in short term compared to a long term.
Chunking is often applied as a general technique to simplify designs. When apply this principle in design chunk the information that is needed to be recall or required and used in problem solving and not chunk the information needed to be searched.


2. Classical Conditioning
Classical conditioning is a learning process that occurs through associations between an environmental stimulus and natural occurring. Classical conditioning usually is used in animal training.

This is an example for classical conditioning in training an animal:

But this technique can be apply in the design principle. Images that is attractive will stimulate a good and pleasant feelings and effect. In the other hand, disturbing images will give a negative impact of feeling. Thus, many products and services they show a good images in their product. By using this technique the product can be associate with the images to give a suitable emotions towards the user.

Example:

When you ask me which broadband is the fastest, I will answer Celcom. This is because the advertisement  with Usian Bolt make me feel that Celcom broardband is the fastest. This is a classical conditioning due to the picture give me positive effect which in this case is the speed.
                       
Example:

The images from the packet evokes a positive emotion toward the food product. The nice image of         the noodle will attract the user to buy the product.

3. Operant Conditioning
Method of learning which is depended on either reinforcement or punishment. Reinforced behavior tends to continue whereas punished behavior will eventually ended.This is a  technique used to modify behavior by reinforcing desired behaviors, and ignoring or punishing undesired behaviors.

This technique also use in design principle. Positive reinforcement increase the probability of behaviour with a positive condition. For example, push the button at the traffic light is pushed so that pedestrian can know about the time they cross the road which is a very important for own safety. This is a positive reinforcement which involve the visual needed and their own safety. Thus, user will push the button everytime they cross the road.

Negative reinforcement increases the probability of a behavior by associating the behavior
with the removal of a negative condition.

For example, the icon in the dash board shown in yellow circle will stop blinking when the passenger is fastened their seatbelt. The behaviour of fastening seat belt is to remove the negative condition which is the blinking of the icon.

                                                                      

This is an example of design with positive reinforcement. To cross the road safety we have to push the button so that we can know the time limit we have (shown  below picture with a yellow box). This is a positive reinforcement for people to use push the button to have better safety.

4. Serial Position Effect
Tendency to recall information that is presented first (primacy effect) and last (recency effect), eg. in a list, than presented in the middle.For visual stimuli, items presented early in a list have the greatest influence;they are not only better recalled, but influence the interpretation of later items.For auditory stimuli, items late in a list have the greatest influence. However, ifmultiple presentations of information are separated in time, and a person mustmake a selection decision soon after the last presentation, the recency effecthas the greatest influence on the decision.

PICTURE 1                                                                   PICTURE 2

                                                      PICTURE  3

For example:

 The menu of drive-thru in the MCD is a good example of serial position effect. The other menu is the alacart menu which is not the main selling point of MCD is placed in front that show in the PICTURE 1, the main menu which is the set menu is placed last before the order place and in front of the order place showed in the PICTURE 2 and PICTURE 3. To make decision after present the menu, the recency effect has the greatest influence on the decision. This can influence customer to order the set meal to increase their profit.

5. Picture Superior Effect
Picture is worth than a thousand word.The effect that occurs when individuals remembered more with a shown picture rather than only words.

Example:

 Another example is the user manual that for the small rice cooker.

The instruction given from the manual using visual (picture) and words to explain. This will lead the user easily to understand and remember the steps given because of the picture shown.

This is another example use of the picture superiority effect. This is a name card of a construction company.

This company create a logo which is the picture shown below so that the user remember the company easily instead of using only their name  on the name card.

6. Forgiveness
This consists an action that making something reversible or recoverable to minimize consequence of errors. Human error is inevitable, principle of forgiveness is to provide a sense of security and stability for the user to use the system or product.
Example:


The water vending machine have a button to retrieve the money if the user change their mind after insert their money.

Photoshop programme also have a undo button  in the yellow boxes to reverse any move. This can prevent any mistakes or undo the move.

Microsoft words have the function of redo and undo shown in the yellow box. This function is a forgiveness design to prevent user to undo or redo their move.