Secrets of Superior User Experience

Just last week, I taught students of the Digital Economy Employability Programme (DEEP) about the fundamentals of user interface and user experience design and one of the things we talked about under the laws of UX was the Doherty Threshold.

I thought, why not break down this topic a little for other people?

So today, I will be diving into this fascinating UX law that has been transforming the way people interact with digital interfaces. This law, as I earlier mentioned is known as the Doherty Threshold, and it’s a game-changer in the world of user experience design.

As a UX designer, I’ve seen firsthand how this principle can elevate the user experience from the mundane to the extraordinary. Let’s embark on this journey together, exploring the Doherty Threshold and its profound impact on our digital lives.

Before we delve🤭 into the Doherty Threshold, let’s take a moment to appreciate the broader landscape of UX laws. These laws are the guiding principles that shape the way we design and interact with digital products. They are the foundation upon which our understanding of user experience is built. Some of the most influential UX laws include:

• Fitts’s Law: This law states that the time required to move to a target area is a function of the distance to and the size of the target. It’s all about making interfaces intuitive and efficient.

• Hick’s Law: This law suggests that the time it takes for a person to make a decision increases with the number and complexity of choices. It’s about simplifying decision-making processes.

• Miller’s Law: This law states that the average human can only keep about seven (plus or minus two) items in their working memory. It’s about managing information overload.

Now, let’s turn our attention to the Doherty Threshold. This law, named after its discoverer, Dr. John Doherty, is a cornerstone in the field of UX design. It posits that users can perceive a delay in a system’s response if it takes longer than 400 milliseconds (ms) to provide feedback.

This might seem like a small window, but it’s a critical threshold that can significantly impact user satisfaction and productivity.

Here’s Ngozi, a young entrepreneur who runs a thriving online marketplace for handmade crafts. One day, while uploading new product images on her website, she notices a significant delay in the image processing feature. Frustrated by the lag, Ngozi finds herself losing focus and becoming less productive.

Or imagine you’re at a bustling market where you’re trying to navigate through the crowds to find a specific stall. You’re looking for a particular type of fruit, but the stalls are so densely packed that it takes you more than 40 minutes to find what you’re looking for. You start to feel frustrated, and your attention wanders.

This is similar to what happens when a digital interface takes longer than 400 ms to respond to a user’s action.

To apply the Doherty Threshold in our designs, we need to ensure that every interaction with the system is acknowledged within 400 ms. This can be as simple as a button click changing colour or a loading spinner appearing when a page is loading. The key is to keep the user informed and engaged, even if the actual processing time is longer.

One of the most effective ways to improve response time and reduce the perception of waiting is through perceived performance. This involves using animations, progress bars, and other visual cues to give users a sense of what’s happening behind the scenes. For instance, a progress bar that fills up as a file uploads can make the wait seem shorter and more manageable.

The Power of Animation

Animation is a powerful tool in the UX designer’s toolkit. It can make the wait times more tolerable and even enjoyable. For example, a simple loading animation can make the user feel that the system is actively working on their request, rather than just sitting there.

Progress Bars: The Unsung Heroes

Progress bars are often overlooked, but they play a crucial role in enhancing user experience. They provide a clear indication of how long a process will take, even if the actual time is unknown. This transparency can significantly reduce the perception of waiting and improve the overall user experience.

The Art of Delay

Interestingly, adding a purposeful delay to a process can actually increase its perceived value. This technique is often used in scenarios where the user’s attention needs to be captured, or when the process itself is quick but requires a moment of reflection. For example, a confirmation message that appears after a brief delay can make the user feel more confident in their decision.

The Doherty Threshold is a powerful UX law that, when applied correctly, can transform the way users interact with digital interfaces. By keeping users informed and engaged, we can create more intuitive, efficient, and enjoyable experiences. As UX designers, we have the responsibility to understand and apply these principles to make the digital world a more accessible and user-friendly place.

So, the next time you’re designing a digital interface, remember the Doherty Threshold. Keep it in mind, and you’ll be well on your way to creating a user experience that’s not only functional but also delightful.