The key to successful application design is not a good idea or a good feature – it all comes down to the user experience (UX) and the user interface (UI). It doesn’t matter how great your idea is if the app is looking horrible and impossible to use easily.


Chunking for sequences of information or actions In 1956, psychologist George Miller introduced the world to the theory of chunking. In his works, Miller says the human working memory can handle seven-plus-or-minus two “chunks” of information while we’re processing information

Hick’s Law Hick’s Law is the most popular principle, along with the Gestalt Laws. It’s also very simple to understand and practice. Hick’s Law describes that the time it takes for a person to make a decision depends on the choices available to him or her. So if the number of choices increases, the time to make a decision increases logarithmically.

Cognitive load Cognitive load refers to the total amount of mental effort being used in a person’s working memory. To put it simply, it is the amount of thought you need to exercise in order to complete a specific task.

Von Restorff effect The Von Restorff effect (also known as the isolation effect) predicts that when multiple similar objects are present, the one that differs from the rest is most likely to be remembered. This is the main reason why all call-to-actions (CTAs) look different from the rest of the action buttons on a site or application.

Fitts Law: States that the time to acquire a target is a function of the distance to and size of the target. This means that it’s better to design large targets for important functions (big buttons are easier to interact with)

The Gestalt Principles A set of laws arising from 1920s’ psychology, describing how humans typically see objects by grouping similar elements, recognizing patterns and simplifying complex images. Designers use these to engage users via powerful -yet natural- “tricks” of perspective and best practice design standards. To understand how humans typically gain meaningful perceptions from chaotic stimuli around them. Proximity, similarity, continuance, closure, figure and ground.