Applying cognitive and behavioral principles to design, user experience, and decision architecture. Focus on attention, memory, perception, and how people process information. Design informed by evidence, not assumption.
Reducing cognitive friction through intentional interface design. Minimizing decision fatigue, optimizing information hierarchy, and designing for attention constraints.
Applying behavioral principles to guide user actions. Progressive disclosure, feedback loops, and affordances based on human perception and motor control.
Structuring information for memory retention and comprehension. Chunking, contrast, and contextual cues to reduce cognitive load and improve usability.
Architecting choice environments. Default effects, framing, and option presentation to facilitate decision-making without manipulation.
Design decisions rooted in research, not intuition. Testing assumptions through observation and data. Prioritizing clarity, reducing friction, and respecting cognitive limits.
Don Norman, Daniel Kahneman, BJ Fogg, Jakob Nielsen. Evidence-based design principles applied across interfaces, content, and systems.