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Today, we'll learn about Normanβs Model of Interaction, which is essential for understanding how users interact with systems. Can anyone tell me what they think interaction means in this context?
I think it refers to how a user communicates with a system, like when we click or type.
Exactly! Interaction involves user inputs and system responses. Norman's model divides this into two main phases: Execution and Evaluation. Can anyone guess what these phases might include?
Maybe Execution is about performing actions, like clicking buttons?
Correct! Execution is about transforming user intentions into actions. And Evaluation is about interpreting how well those actions achieved their goals. Letβs remember this with the acronym E.E. for Execution and Evaluation!
So, how do we know if we executed correctly?
Great question! That's where the feedback from the system comes in. We'll dive deeper into that!
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Now, letβs unpack the Execution Phase. It starts with forming a goal. Can anyone give me an example of a goal they have when using an app?
I usually want to find a restaurant quickly when Iβm hungry!
Perfect! The goal would be to find a restaurant. Then, how does this goal turn into an intention?
I would think of using a 'Find Restaurants' feature on a map app.
Exactly! Thatβs forming your intention. Next comes specifying an action sequence. What might that involve?
Clicking on the map app, typing in 'restaurants near me', and then hitting 'search'.
Yes! Then, you execute the action by performing those clicks and taps. This transition is where the 'Gulf of Execution' comes into play. Itβs the gap between your goal and what the interface allows you to do. Can anyone think of a scenario where this gulf might be wide?
If an app doesnβt clearly show the search function, that would make it harder for me to find the restaurants!
Exactly! Poor discoverability can widen that gulf. Letβs remember 'Gulf = Gap' to reinforce this idea!
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Next, letβs discuss the Evaluation Phase. After executing actions, users need to evaluate the systemβs feedback. Whatβs the first step in this phase?
I think itβs noticing the state of the system after my actions.
Right! Thatβs perceiving the systemβs state. Can someone give an example of what feedback might be like?
If I searched for restaurants, Iβd expect to see a list appear. That means my search worked!
Exactly! Then users interpret what that feedback means. If the list appears, what conclusion might they draw?
That I found what I was looking for, so my action was successful!
Spot on! Lastly, users compare the systemβs state to their original goal. If you find a list of nearby restaurants, youβd evaluate if your goal was met, right? This gap is known as the 'Gulf of Evaluation.' Letβs flash a mnemonic: 'Evaluate = Examine to Compare.'
That sounds helpful!
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Finally, letβs talk about how to bridge the gulfs of Execution and Evaluation. What have we learned about bridging the Gulf of Execution?
We should improve discoverability and make actions clear.
Yes! Enhancing discoverability is vital. And how about the Gulf of Evaluation?
Providing clearer feedback will help users understand if they achieved their goals.
Correct! We want to enable users to see their progress and make sense of system feedback easily. Letβs use the acronym D.F. for 'Design for Feedback' as a reminder! To summarize, bridging these gulfs leads to better user experiences.
Got it! Clear actions and feedback are essential.
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Norman's Model of Interaction breaks down user engagement into two primary phases: Execution and Evaluation, detailing the stages within each phase. The model underscores the 'gulfs' that can impede user actions and relating interpretation of system feedback to user goals. Effective design must aim to minimize these gaps by enhancing discoverability, clarity of actions, and system feedback.
Donald Norman's Model of Interaction, often referred to as the "Seven Stages of Action", provides a vital framework for understanding how users engage cognitively and physically with systems. The model is critical for designers to identify interaction difficulties.
This phase describes how a user translates their abstract goals into definitive actions within a system:
- Forming the Goal: The user determines what outcome they wish to achieve (e.g., booking a flight).
- Forming the Intention: The user strategizes about how the system can help achieve that outcome (e.g., using a booking feature).
- Specifying the Action Sequence: The user outlines the sequence of actions needed to achieve their intention (e.g., selecting travel dates).
- Executing the Action: The user performs the actual actions on the interface (e.g., clicking the 'Book' button).
Gulf of Execution: This gap represents the challenges users face when transforming their intentions into actions due to factors like unclear affordances or poor mapping.
This phase involves how users interpret system feedback post-action:
- Perceiving the System State: Recognition of changes in the system following their actions.
- Interpreting the System State: Making sense of the feedback given by the system in context.
- Comparing the System State to the Original Goal: Evaluating whether their actions led to the desired outcome.
Gulf of Evaluation: Represents the challenges users encounter when trying to understand the system feedbackβif the feedback is ambiguous or unclear, users may fail to grasp whether they have achieved their goals.
Effective design should aim to bridge these 'gulfs' by:
- Enhancing the discoverability of functions (making actions clear and intuitive).
- Providing immediate and clear feedback (ensuring users understand system messages).
By applying Norman's model, designers can create user-friendly interfaces that minimize these 'gulfs', thereby improving the overall user experience.
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Donald Norman's Model of Interaction, often referred to as the "Seven Stages of Action" or the "Seven Stages of a User's Cognitive Activity," provides a detailed framework for understanding the cognitive and physical steps a user takes when interacting with a system. It serves as a diagnostic tool for designers, helping to pinpoint where potential difficulties or "gulfs" in the interaction might occur. The model emphasizes the iterative nature of user action and evaluation.
Norman's Model of Interaction describes how users engage with a system in two main phases: Execution and Evaluation. This structure allows designers to identify where users may encounter difficulties during their interaction, known as 'gulfs'. The model suggests that interactions are not linear but rather cyclical, with users continually assessing and adjusting their behaviors based on feedback from the system.
Think of a user interacting with a mobile app to order food. As they navigate the app, they might start with a goal to place an order (Execution), but as they do so, they continuously check whether the app is working as expected (Evaluation). If the ordering process feels challenging, they may rethink their actions, similar to how someone would navigate a maze, constantly assessing their position and next moves.
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This phase details the user's progression from an abstract goal to concrete physical actions on the interface.
The Execution Phase showcases how users take their broad aspirations and translate them into specific actions. First, they form a goal, like reserving a ticket. Next, the goal solidifies into an intention, specifying that theyβll use a particular website feature. Following that, they identify the exact steps needed, such as searching for trains. Finally, they perform these actions physically, such as clicking buttons. This process illustrates the cognitive journey from abstract thinking to practical application.
Imagine planning a birthday party. First, you decide you want to have a party (Goal). Then you plan to invite friends via a social media event (Intention). Next, you list the steps: create the event, choose a date, and send invites (Action Sequence). Finally, you actually log into social media and complete each step (Executing the Action), just like a user interacting with a system.
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This is the critical chasm between the user's intentions and the actual actions or operations allowed by the system. If the system's interface does not clearly present the available options, if its functionalities are hidden, or if the means of interaction are unclear or poorly mapped, the user will struggle to form the correct intention or to specify and execute the required actions. The user asks: "What do I do?" or "How do I do it?" A large gulf here indicates poor discoverability, ambiguous affordances, or non-intuitive mapping.
The Gulf of Execution highlights the disconnect that may arise between a userβs intentions and what the system actually allows them to do. If users cannot easily identify how to perform tasks or if the options are not apparent, they may become confused, leading them to wonder what actions they should take. This gulf can lead to frustration and errors, significantly obstructing the user experience.
Consider navigating a new public transit system. If the signs are unclear or poorly positioned, passengers might stand there asking themselves, "Which train do I take?" Just as users can get lost when systems don't provide clear paths for action, transit riders can feel lost without clear directions.
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This phase describes how the user interprets the system's response to their actions and assesses whether their goal has been achieved.
The Evaluation Phase revolves around how users respond to the feedback received post-action. Users will first notice what has changed in the system (Perceiving the System State) and then work to interpret that change (Interpreting the System State). Finally, they compare this new information against their original goal to see if they are on the right path (Comparing the System State to the Original Goal). This phase is essential for user satisfaction and task completion.
Think of a student taking an online quiz. After answering a question, they might see a message confirming their answer (Perceiving System State). They interpret that message to understand if they were correct (Interpreting System State) and then check back to see if they received a passing score (Comparing System State to Original Goal). Each step involves assessing feedback from the system.
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This is the significant gap between the system's physical representation of its state and the user's ability to interpret that state in terms of their goals and intentions. If the system's feedback is unclear, ambiguous, inconsistent, or if the resulting state is difficult to understand in relation to their initial objective, the user will struggle to determine what has happened or what to do next. The user asks: "What happened?" or "Is this what I wanted?" A large gulf here indicates poor feedback mechanisms, a confusing conceptual model, or inadequate signifiers.
The Gulf of Evaluation addresses the lack of clarity between what the system displays after user actions and how users interpret that feedback in terms of their goals. If users find the feedback given by the system confusing or contradictory, it creates a barrier to understanding their progress or the outcome of their actions. This gap can lead to uncertainty and frustration.
Consider a person checking their bank account balance after an ATM transaction. If the screen simply says "Transaction Complete" without showing the updated balance, they may be left wondering if everything went as expected. Just as users can feel lost when outcomes aren't clear, bank customers can feel uncertain without clear confirmation.
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Norman's model provides a powerful analytical lens for design:
β Bridging the Gulf of Execution requires designing an interface that makes it easy for users to transform their intentions into actions. This means ensuring high discoverability of functions, clear affordances, explicit signifiers, and intuitive mapping between controls and their effects. The user should effortlessly know what they can do and how to do it.
β Bridging the Gulf of Evaluation requires designing an interface that makes it easy for users to perceive and interpret the system's state in relation to their goals. This necessitates providing clear, immediate, and unambiguous feedback, supporting a consistent conceptual model, and using effective signifiers to communicate system changes. The user should easily understand what happened and where they stand relative to their objective.
To enhance user experience, it is crucial for designers to close the gaps highlighted in Norman's model. For the Gulf of Execution, this involves crafting interfaces that are user-friendly, with clear guidance on what actions are available. For the Gulf of Evaluation, effective feedback is key; users need immediate and comprehensible responses to their actions to stay informed about their progress toward their goals.
Imagine a new driver learning to use a car's navigation system. If the screen provides straightforward prompts (like 'Turn left in 100 meters') and shows a clear map (good feedback), they can navigate easily. Conversely, if the navigation is complicated or lacks clear directions, the driver may hesitate, missing turns and feeling lostβmuch like users experiencing 'gulfs' in digital interfaces.
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Key Concepts
Execution Phase: The initial phase where users transform goals into actions.
Evaluation Phase: The later phase focused on interpreting feedback from actions.
Gulf of Execution: The gap between a user's intentions and the required actions.
Gulf of Evaluation: The gap between system feedback and user understanding.
Discoverability: The ease of perceiving the actions available in the system.
Feedback: The responses given by the system based on user actions.
See how the concepts apply in real-world scenarios to understand their practical implications.
A user wants to book a flight (goal) and uses the booking feature on the website (intention), then selects travel dates and clicks search (action sequence) to see available flights (system feedback).
If a user does not notice the 'search' button because it is small or camouflaged, they experience a wide Gulf of Execution.
Use mnemonics, acronyms, or visual cues to help remember key information more easily.
When you want a goal to reach, learn what the system can teach. Know the feedback, clear and bright, it'll guide your way to what's right.
Imagine a traveler aiming to book a trip. They set their goal to find the best flights, but if the booking site is unclear, they wander aimlessly. Eventually, they spot a friendly guide (feedback) helping them along the wayβall becomes right when discoverability shines.
G.E.E.F (Goal, Execution, Evaluation, Feedback) - remember the steps of interacting with systems.
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Review the Definitions for terms.
Term: Execution Phase
Definition:
The first part of Norman's model where users transform goals into actions.
Term: Evaluation Phase
Definition:
The second part of Norman's model where users interpret feedback after their actions.
Term: Gulf of Execution
Definition:
The gap between a user's goals and the actions available within the system.
Term: Gulf of Evaluation
Definition:
The gap between the feedback received from the system and the user's understanding of their achieved goals.
Term: Discoverability
Definition:
The ease with which users can perceive available actions within a system.
Term: Feedback
Definition:
Information the system provides to the user, indicating the result of user actions.