Performance Load

Q1 Summary

This week reading talks about performance load, which in authors philosophy is the grater the load performance the smallest chance of performing the task. Authors present two types of performance load: cognitive and kinematic.

Cognitive load, is required to accomplish a task by remembering a huge chunk of information, it’s our ability to solve a problem. For example, by adding a menus command the cognitive load reducing the amount of information that needs to be remembered, which allowed the product to be mass produced, because the system is easy to understand for everyone (Miller, 1955). Also, by eliminating unnecessary complexity of a system we can simplify users experience.

Kinematic load it’s a physical step, which is required to finish a task. In authors view a design should concentrate on providing information that need to be remembered and is relevant, at the same time minimising the users’ effort to operate the device, product. This also should include a users’ experience (Nielsen Norman Group). By using the same conventions, which users already know and applying them throughout the system it allows users, who are familiar with one system, to adapt quickly to the other, therefore, reducing the kinematic load to finish a task (Garrett, 2011). People would enjoy using the products if the system would be designed keeping them in mind.


Q2 Chunking

Imagine a web page containing a lot of text, would you start reading it or would you skipped it? This type of pages is not appealing whatsoever and especially when you have to memorise this information. That’s why chunking it’s a technic that help people remember a peace of information simply by dividing it into smaller groups “chunks”. Whatever it is for, study or memorising information for short period of time, chunking enhances memory to work effectively by breaking a long peace of information into columns, groups whatever is good for you. It is like adding colour to different parts of text creates visual separation of text, which is more pleasing but most importantly we engage more with the text.

The term chunk was introduced in 1955 by George A. Miller who was an American Psychologist, he proposed that humans mind can only process no more than seven bits of information (Miller, 1955). For example, a phone number containing 10 numbers in a row, 0734526788, is hard to remember but also read, as specially if you are in a hurry, but when we brake those numbers into groups of tree, 0 734 526 788, it’s clear to read and easy to remember.


Q3 Why do you think a study psychology is necessary in design?

Psychology in design, in my opinion, play important part, because learning about psychology of colour, for instance, its crucial if you are a designer. Getting to know how curtained colours effect peoples’ mood, emotional feeling, and taking it into consideration when brainstorming an ideas, can create a great product. But in general making a firm decision based on a facts and research can help us understand the field we are interested in. For example, as mentioned in previous post chunking was based on research that proofed that people can remember not more than fife things which was then used to improve the websites usability, which was used  (Miller, 1955). I’m not a person who’s really keen on Psychology in general, but at the same time it is useful to understand a dipper meaning of the design and what effect does it has on people. Understanding psychology, especially when links to the field we are interested in is crucial to really get the dipper meaning because it raises questions, witch we would not have asked or thought of otherwise.


A1 Examples



As my first example I have chosen a mobile phone as a great example of a design that reduce a kinematic load for users. Nowadays all mobile phones include apps which allow us to brows on internet, use social media, unswear emails, take photos and so on.



My second choice is iPad and one of the reasons why is that this little device is designed to reduce the cognitive and kinematic load. Having just one button which allow you go to the main screen where all of the apps are, which you use and often go back to by reducing the the process and steps you need to go through to find the page or information you need. It’s a replacement of an old TV which had to be operated manually also allowing to sent emails, read books, play games, take photos, videos instead of using ten different devices we can use just one, which gives a satisfaction to a customer and pleasure of using this device.



My third and final picture is automatic door where or kinematic load is basically non. The sensor on top of the door senses when someone comes along that’s when there are opening without any physical reaction from user.




Miller, A, G., (1955). “The Magical Number Seven, Plus or Minus Two Some Limits on Our Capacity for Processing Information”. Harvard university. Psychological Review.

Garrett, J, J., (2011). “The Elements of User Experience: User-Centered Design for the Web and Beyond, Second Edition”. New Readers.

Authority, N. & Design, C. (2012). The 7 Principles | Centre for Excellence in Universal Design. Retrieved from

The Definition of User Experience (UX). (2016). Retrieved from

Chunking. (2016). The Interaction Design Foundation. Retrieved 6 May 2016, from

Philosophy of Design: An Introduction. (2015). KADK. Retrieved from