Cognitive Model

HCI Design Approaches

Cognitive modeling is an area of computer
science that deals with simulating human
problem-solving and mental processing in a
computerized model. Such a model can be used
to simulate or predict human behavior or
performance on tasks similar to the ones
modelled and improve human-computer
interaction.
Cognitive Modeling

•Cognitive approach to HCI attempts to predict

user performance based on a model of cognition
•Start with a model of how humans act
•Use that model to predict how humans would
complete tasks using a particular UI
•Provided theoretical foundation of HCI in the
1970s and 1980s
 Cognitive Theories in HCI
1.KLM (Keystroke-Level Model) - Description of
user tasks based on low-level actions (keystrokes, etc.)
2 GOMS (Goals, Operators, Methods, Selectors)
- Higher-level than KLM, with structure and hierarchy
3. Fitts’ Law - Predicts how long it will take a user to
select a target; used for evaluating device input
3. Model Human Processor (MHP) - used to
calculate how long it takes to perform a certain task.
•KLM (Keystroke-Level Model) - Description of user
tasks based on low-level actions (keystrokes, etc.)
•For detailed predictions about user performance
•Acquisition of the task
• When the user builds a mental representation of the
tasks
•Execution of the task
•Using the system’s facilities
•KLM is related to the GOMS model
•Very low-level GOMS model where the method is given
•GOMS (Goals, Operators, Methods, Selectors) - Higher-
level than KLM, with structure and hierarchy
•Fitts’ Law - Predicts how long it will take a user to
select a target; used for evaluating device input. Focuses
on human movement, rather than mind.
Fitts Law is a model of human movement primarily used
in human–computer interaction that predicts that the time
required to rapidly move to a target area is a function of the
distance to the target and the size of the target.

Fitts’ Law states that the amount of time required for a

person to move a pointer (e.g., mouse cursor) to a target
area is a function of the distance to the target divided by
the size of the target. Thus, the longer the distance and
the smaller the target’s size, the longer it takes.
Fitts’ law is widely applied in user experience (UX) and
user interface (UI) design.

For example, this law influenced the convention of making

interactive buttons large (especially on finger-operated
mobile devices)—smaller buttons are more difficult (and
time-consuming) to click. Likewise, the distance between a
user’s task/attention area and the task-related button should
be kept as short as possible.
The law is applicable to rapid, pointing
movements, not continuous motion (e.g.,
drawing). Such movements typically consist of
one large motion component (ballistic movement)
followed by fine adjustments to acquire (move
over) the target. The law is particularly important
in visual interface design—or any interface
involving pointing (by finger or mouse, etc.)
•Model Human Processor (MHP) - Model of
human cognition underlying each of these theories

 is a cognitive modeling method developed by

Stuart K. Card, Thomas P. Moran, & Allen Newell
(1983) used to calculate how long it takes to
perform a certain task.
-  design tool that is used for creating an effective
user interface. It draws an analogy between
the processing and storage facilities in a computer
system with the perceptual, cognitive, memory
and motor activities of a computer user.
an analogy between the way humans perceive (process)
and remember (store) things and the processing and
storage of a computer as they believed that model of how
human’s process information would allow designers to
predict what types of interface features would work.

The model focuses on three main processes when

attempting to explain how humans perceive and
remember things:

Perceptual store
Short term memory
Long term memory
 HCI Design Approaches

Eberts (1994) describes four Human-Computer

Interaction (HCI) design approaches that may be
applied to user interface designs to develop user-
friendly, efficient, and intuitive user experiences
for humans. 
User interface (UI) design is the process designers use to
build interfaces in software or computerized devices, focusing on looks
or style. Designers aim to create interfaces which users find easy to
use and pleasurable. UI design refers to graphical user interfaces and
other forms—e.g., voice-controlled interfaces.
There are four prevalent types of user interface and
each has a range of advantages and disadvantages:

Command Line Interface.

Menu-driven Interface.
Graphical User Interface.
Touch screen Graphical User Interface.
Anthropomorphic Approach
The anthropomorphic approach to human-
computer interaction involves designing a user
interface to possess human-like qualities. 

For instance, an interface may be designed to

communicate with users in a human-to-human
manner, as if the computer empathizes with the
user. Interface error messaging in often written
this way, such as, “We’re sorry, but that page
cannot be found.”
•Affordances
Human affordances are perceivable potential actions
that a person can do with an object. In terms of HCI,
icons, folders, and buttons afford mouse-clicking,
scrollbars afford sliding a button to view information
off-screen, and drop-down menus show the user a list of
options from which to choose.  Similarly, pleasant
sounds are used to indicate when a task has completed,
signalling that the user may continue with the next step
in a process.
Examples of this are notifications of calendar events,
new emails, and the completion of a file transfer.
•Constraints
Constraints complement affordances by indicating
the limitations of user actions. A grayed-out menu
option and an unpleasant sound (sometimes
followed by an error message) indicate that the
user cannot carry out a particular action.
Affordances and constraints can be designed to
non-verbally guide user behaviors through an
interface and prevent user errors in a complex
interface.
Cognitive Approach
The cognitive approach to human-computer
interaction considers the abilities of the human
brain and sensory-perception in order to develop a
user interface that will support the end user.
•Metaphoric Design
Using metaphors can be an effective way to
communicate an abstract concept or procedure to
users, as long as the metaphor is used accurately.
Computers use a “desktop” metaphor to represent
data as document files, folders, and applications.
Metaphors rely on a user’s familiarity with
another concept, as well as human affordances, to
help users understand the actions they can
perform with their data based on the form it takes.
For instance, a user can move a file or folder into
the “trashcan” to delete it.
Attention and Workload Models
When designing an interface to provide good usability,
it is important to consider the user’s attention span,
which may be based on the environment of use, and
the perceived mental workload involved in completing
a task.  Typically, users can focus well on one-task-at-
a-time.
 For example, when designing a web-based form to
collect information from a user, it is best to
contextually collect information separately from other
information. The form may be divided into “Contact
Information” and “Billing Information”, rather than
mixing the two and confusing users.
•Human Information Processing Model
Human Information Processing (HIP) Theory describes
the flow of information from the world, into the human
mind, and back into the world. When a human pays
attention to something, the information first gets
encoded based on the sensory system that channeled
the information (visual, auditory, haptic, etc.).
Next, the information moves into Working Memory,
formerly known as Short-Term memory. Working
Memory can hold a limited amount of information for
up to approximately 30 seconds. Repeating or
rehearsing information may increase this duration.
After Working Memory, the information may go into
Long-Term Memory or simply be forgotten. Long-
Term Memory is believed to be unlimited, relatively
permanent memory storage. 
Empirical Approach
The empirical approach to HCI is useful for
examining and comparing the usability of multiple
conceptual designs. This testing may be done during
pre-production by counterbalancing design concepts
and conducting usability testing on each design
concept. Often, users will appreciate specific elements
of each design concept, which may lead to the
development of a composite conceptual design to test.
Human Task Performance Measures
In addition to a qualitative assessment of user
preferences for a conceptual design, measuring users’
task performance is important for determining how
intuitive and user-friendly a web page is. A researcher
who is familiar with the tasks the web page has been
designed to support will develop a set of test tasks that
relate to the task goals associated with the page.
A/B Testing

If two of three design concepts were rated highly

during user testing, it may be advantageous to conduct
an A/B Test during post-production.

A/B testing, also known as split testing, refers to a

randomized experimentation process wherein two or
more versions of a variable (web page, page element,
etc.) are shown to different segments of website visitors
at the same time to determine which version leaves the
maximum impact and drives business metrics.
Example of A/B testing on a website. By randomly
serving visitors two versions of a website that differ only
in the design of a single button element, the relative
efficacy of the two designs can be measured.
Predictive Modeling Approach
GOMS is a method for examining the individual
components of a user experience in terms of the
time it takes a user to most efficiently complete
a goal. GOMS is an acronym that stands for
Goals, Operators, Methods, and Selection Rules
(Card, Moran, & Newell, 1983)  
Goals
-are defined as what the user desires to accomplish on
the website.
-What the user wants to achieve; can be broken down
into sub-goals

Operators
-are the atomic-level actions that the user performs to
reach a goal, such as motor actions, perceptions, and
cognitive processes.
-An action performed in service of a goal; can be
perceptual, cognitive or motor acts
Methods
-are procedures that include a series of operators and sub-
goals that the user employs to accomplish a goal.
-Sequences of operators and sub goal invocations that
accomplish a specified goal
Selection Rules
-refer to a user’s personal decision about which method
will work best in a particular situation in order to reach a
goal.
-Represent the user’s knowledge of which method should
be applied
The GOMS model is based on human
information processing theory, and certain
measurements of human performance are used to
calculate the time it takes to complete a goal. 

For example, the average time it takes a human

to visually fixate on a web page, move eye
fixation to another part of the web page,
cognitively process information, and make a
decision of what to do next can be measured in
milliseconds.
Thank you