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Design Principles

an Introduction

Scott Klemmer

What makes an interface intuitive? How can I tell whether one design works better than another? This course will teach you fundamental principles of design and how to effectively evaluate your work with users. You'll learn fundamental principles of visual design so that you can effectively organize and present information with your interfaces. You'll learn principles of perception and cognition that inform effective interaction design. And you'll learn how to perform and analyze controlled experiments online. In many cases, we'll use Web design as the anchoring domain. A lot of the examples will come from the Web, and we'll talk just a bit about Web technologies in particular. When we do so, it will be to support the main goal of this course, which is helping you build human-centered design skills, so that you have the principles and methods to create excellent interfaces with any technology.

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What's inside

Syllabus

Welcome and Course Overview
Welcome to the course! Here are some helpful resources to guide you through this course.
Direct Manipulation and Representations
Read more

Traffic lights

Read about what's good
what should give you pause
and possible dealbreakers
Examines fundamental principles of design, enabling learners to build human-centered design skills
Explores visual design, information design, and perception and cognition, which are essential elements of interaction design
Emphasizes the importance of experimentation and user testing, enabling learners to evaluate designs effectively
Leverages examples from the web design domain to illustrate concepts and principles
Provides a comprehensive foundation in design principles and evaluation techniques for effective human-computer interaction
Teaches controlled experimentation techniques for evaluating user interfaces online

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Reviews summary

Foundational introduction to design principles

According to learners, this course provides a solid foundational introduction to human-centered design principles. Many appreciate the clear explanations and the way complex ideas are made understandable, often through real-world examples. Students frequently mention the value of the lectures for covering essential concepts like visual design, perception, cognition, and evaluation methods. While primarily theoretical, the course is seen as a great starting point for those new to the field. Some feel it could benefit from more hands-on practice or be more in-depth on specific topics, but overall, it's considered a highly valuable first step into design thinking.
Introduces user evaluation techniques.
"Learning about designing experiments and evaluating interfaces was particularly valuable."
"The section on user evaluation is a key takeaway, providing practical methods."
"Understanding how to test designs with users is a great skill gained from this course."
"The module on designing experiments was quite insightful."
Useful examples illustrate principles.
"Loved the real-world examples used throughout the course, they really helped solidify the concepts."
"The physical and web examples made the abstract principles tangible."
"Using examples from everyday life and web design was very helpful."
"The course relies on practical examples which is a plus."
Concepts explained simply and effectively.
"The professor explains concepts really well with great examples making complex ideas easy to understand."
"The explanations are clear and concise, making the material accessible."
"I appreciate how the lectures simplify difficult topics."
"Understanding the principles was easy thanks to the clarity of the course."
Provides a clear and solid intro to design.
"This course provides a very solid foundational introduction to human-centered design principles and methods."
"An excellent introduction to design principles, perfect for beginners."
"It gives a good understanding of design principles, helping to think about design more critically."
"I gained a solid understanding of the core concepts."
Heavily theoretical, less practical focus.
"More hands-on work would make it even better."
"While the theory is strong, I was hoping for more practical assignments or hands-on activities."
"It's very theoretical, which is good for understanding, but less so for applying immediately."
"The course covers principles well but lacks practical application exercises."

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Design Principles: an Introduction with these activities:
Review core concepts in visual design and information design
Refreshing your knowledge of these concepts will help you understand the lectures and apply them in your assignments.
Browse courses on Visual Design
Show steps
  • Go over the course readings and lecture notes on visual and information design.
  • Explore online resources and articles to reinforce your understanding.
  • Apply the concepts to a personal project or practice exercise.
Practice using design tools like Figma or Adobe XD
Regular practice with design tools will enhance your proficiency and enable you to create more sophisticated designs.
Browse courses on User Interface Design
Show steps
  • Follow tutorials and practice exercises to familiarize yourself with the tools.
  • Experiment with different design elements and styles.
  • Create mockups and prototypes of simple user interfaces.
Follow along with the official course tutorials
These tutorials provide a structured approach to learning the fundamentals of interaction design and evaluation, which will complement the lectures and readings in the course.
Browse courses on Design Principles
Show steps
  • Review the tutorial videos and readings provided in each module.
  • Follow along with the step-by-step instructions to complete the exercises and activities.
  • Experiment with different design and evaluation techniques to deepen your understanding.
Five other activities
Expand to see all activities and additional details
Show all eight activities
Participate in online discussion forums
Engaging in discussions with peers allows you to share perspectives, clarify concepts, and get feedback on your design ideas.
Browse courses on Design Principles
Show steps
  • Join the course discussion forums and introduce yourself.
  • Actively participate in discussions by asking questions, sharing insights, and providing feedback to others.
  • Use the forums to connect with other students and collaborate on projects or study groups.
Develop a user interface design concept
Creating a design concept provides an opportunity to apply the principles covered in the course and develop your design skills.
Browse courses on Visual Design
Show steps
  • Identify a user problem or need that you want to address.
  • Brainstorm and sketch out ideas for a user interface design that meets the needs of the user.
  • Create a prototype or mock-up of your design using tools like Figma or Adobe XD.
  • Present your design concept to the class or a group of peers for feedback.
Build a portfolio of your design work
Creating a portfolio will showcase your skills and provide evidence of your growth as a designer.
Browse courses on Design Principles
Show steps
  • Select your best design projects from the course and other sources.
  • Develop a consistent design style and presentation for your portfolio.
  • Write concise and informative descriptions of your projects.
  • Share your portfolio with potential employers or collaborators.
Conduct a usability study on a website or app
Conducting a usability study allows you to evaluate the effectiveness of a design and make data-driven improvements.
Browse courses on Usability Evaluation
Show steps
  • Select a website or app that you want to evaluate.
  • Develop a test plan and recruit participants.
  • Facilitate the usability study and collect data on user behavior and feedback.
  • Analyze the data and identify areas for improvement.
  • Create a report summarizing your findings and recommendations.
Contribute to an open-source project related to human-computer interaction
Contributing to an open-source project provides practical experience in design and development, while also giving back to the community.
Browse courses on Human-Computer Interaction
Show steps
  • Identify an open-source project that aligns with your interests.
  • Familiarize yourself with the project's codebase and documentation.
  • Propose a feature or improvement and contribute your code to the project.
  • Collaborate with other contributors and receive feedback on your work.

Career center

Learners who complete Design Principles: an Introduction will develop knowledge and skills that may be useful to these careers:
User Experience Designer
As a User Experience Designer, it is crucial to have a foundational understanding of design principles to create intuitive and user-friendly interfaces. This course helps build that foundation by teaching the fundamental principles of visual design, principles of perception and cognition, and how to perform and analyze controlled experiments online. By understanding how users think and interact, you'll be better equipped to design experiences that meet their needs and enhance their overall experience with a product or service.
See salaries and explore the career path for User Experience Designer
Web Designer
Web Designers play a vital role in creating visually appealing and functional websites. This course provides a solid foundation in visual design principles, which is essential for creating visually appealing and effective websites. The course also covers principles of perception and cognition, which helps designers understand how users interact with websites, and how to design websites that are easy to use and navigate.
See salaries and explore the career path for Web Designer
Graphic Designer
Graphic Designers are responsible for creating visually appealing designs for a variety of media, including print, web, and motion graphics. This course provides a thorough understanding of visual design principles, which is essential for creating visually appealing and effective designs. The course also covers principles of perception and cognition, which helps designers understand how users interact with designs, and how to create designs that are easy to understand and remember.
See salaries and explore the career path for Graphic Designer
Interaction Designer
Interaction Designers focus on the design of interactive digital products and services. This course provides a comprehensive understanding of design principles, including visual design, information design, and principles of perception and cognition. By understanding how users interact with interactive systems, you'll be able to design engaging and effective experiences.
See salaries and explore the career path for Interaction Designer
Product Designer
Product Designers are responsible for the entire product development lifecycle, from concept to launch. This course provides a comprehensive understanding of design principles, including visual design, information design, principles of perception and cognition, and how to perform and analyze controlled experiments online. By understanding the entire product development process, you'll be better equipped to create products that meet user needs and achieve business goals.
See salaries and explore the career path for Product Designer
UX Researcher
UX Researchers are responsible for understanding user needs and behaviors. This course provides a strong foundation in principles of perception and cognition, and how to perform and analyze controlled experiments online. By understanding how users think and interact, you'll be better equipped to conduct user research and gain valuable insights that can inform the design and development of products and services.
See salaries and explore the career path for UX Researcher
Data Analyst
Data Analysts collect, analyze, and interpret data to provide insights that can inform decision-making. This course may be helpful for Data Analysts who want to develop a better understanding of visual design principles and principles of perception and cognition. By understanding how to create visually appealing and easy-to-understand data visualizations, you'll be able to communicate insights more effectively to stakeholders.
See salaries and explore the career path for Data Analyst
Software Engineer
Software Engineers are responsible for designing, developing, and maintaining software applications. This course may be helpful for Software Engineers who want to develop a better understanding of visual design principles and principles of perception and cognition. By understanding how users interact with software applications, you'll be able to design and develop more user-friendly and intuitive software.
See salaries and explore the career path for Software Engineer
Marketing Manager
Marketing Managers are responsible for developing and executing marketing campaigns. This course may be helpful for Marketing Managers who want to develop a better understanding of visual design principles and principles of perception and cognition. By understanding how to create visually appealing and easy-to-understand marketing materials, you'll be able to capture attention and communicate your message more effectively.
See salaries and explore the career path for Marketing Manager
Project Manager
Project Managers are responsible for planning, organizing, and executing projects. This course may be helpful for Project Managers who want to develop a better understanding of visual design principles and information design. By understanding how to create visually appealing and easy-to-understand project plans and presentations, you'll be able to communicate your plans and ideas more effectively to stakeholders.
See salaries and explore the career path for Project Manager
Technical Writer
Technical Writers are responsible for creating user manuals, technical documentation, and other written materials. This course may be helpful for Technical Writers who want to develop a better understanding of visual design principles and information design. By understanding how to create visually appealing and easy-to-understand documentation, you'll be able to communicate technical information more effectively to users.
See salaries and explore the career path for Technical Writer
Instructional Designer
Instructional Designers are responsible for designing and developing educational materials. This course may be helpful for Instructional Designers who want to develop a better understanding of visual design principles and information design. By understanding how to create visually appealing and easy-to-understand learning materials, you'll be able to create more engaging and effective learning experiences for your students.
See salaries and explore the career path for Instructional Designer
Sales Manager
Sales Managers are responsible for leading and motivating sales teams. This course may be helpful for Sales Managers who want to develop a better understanding of visual design principles and principles of perception and cognition. By understanding how to create visually appealing and easy-to-understand sales presentations, you'll be able to capture attention and communicate your value proposition more effectively to potential customers.
See salaries and explore the career path for Sales Manager
Account Manager
Account Managers are responsible for managing relationships with existing customers. This course may be helpful for Account Managers who want to develop a better understanding of visual design principles and information design. By understanding how to create visually appealing and easy-to-understand account plans and presentations, you'll be able to communicate your plans and ideas more effectively to customers.
See salaries and explore the career path for Account Manager
Customer Success Manager
Customer Success Managers are responsible for ensuring that customers are satisfied with their products or services. This course may be helpful for Customer Success Managers who want to develop a better understanding of visual design principles and information design. By understanding how to create visually appealing and easy-to-understand onboarding materials and support documentation, you'll be able to help customers get up to speed and use your products or services more effectively.
See salaries and explore the career path for Customer Success Manager

Reading list

We've selected 16 books that we think will supplement your learning. Use these to develop background knowledge, enrich your coursework, and gain a deeper understanding of the topics covered in Design Principles: an Introduction.
The Psychology of Everyday Things
Save
Classic in the field of psychology and design and provides a fascinating look at how people interact with the world around them. It is particularly useful for understanding the principles of human-centered design and how to create products that are both usable and enjoyable to use.
The Psychology Of Everyday Things by Don Norman...
Hardcover
$$
The Psychology of Everyday Things.
Hardcover
$$$
Cover image
Decision Making in Aviation
Save
Classic in the field of design and provides a comprehensive overview of the principles of good design. It is particularly useful for understanding the importance of user-centered design and how to create interfaces that are both usable and enjoyable to use.
Decision Making in Aviation (Critical Essays on...
Kindle Edition
$$$$
Cover image
The Disruptive Innovation Set (2 Books)
Save
Classic in the field of innovation and provides a fascinating look at how companies can successfully innovate and disrupt their industries. It is particularly useful for understanding the principles of disruptive innovation and how to create products and services that meet the needs of new and underserved markets.
The Disruptive Innovation Set (2 Books)
Paperback
$$
The Disruptive Innovation Set (2 Books)
Kindle Edition
$$
Cover image
The Elements of User Experience
Save
Provides a comprehensive overview of the field of user experience (UX) and how to design products that are both useful and enjoyable to use. It is particularly useful for understanding the different aspects of UX, such as information architecture, interaction design, and visual design.
The Elements of User Experience: User-Centered...
Paperback
$$
The Elements of User Experience: User-Centered...
Paperback
$$
The Elements of User Experience: User-Centered...
Kindle Edition
$$
Zero to One: Notes on Startups, Or How to Build the...
Save
Provides a unique perspective on the world of startups and how to build companies that are truly innovative and disruptive. It is particularly useful for understanding the principles of zero-to-one thinking and how to create products and services that are truly unique and valuable.
Zero to One: Notes on Startups, or How to Build the...
Hardcover
$$
Zero to One: Notes on Startups, or How to Build the...
Kindle Edition
$$
Cover image
The Infinite Staircase
Save
Provides a comprehensive overview of the challenges and opportunities of crossing the chasm from early adopters to mainstream customers. It is particularly useful for understanding the principles of crossing the chasm and how to create products and services that meet the needs of both early adopters and mainstream customers.
The Infinite Staircase: What the Universe Tells Us...
Hardcover
$$
The Infinite Staircase
Kindle Edition
$$
Cover image
Artificial Intelligence for Learning
Save
Explores the role of emotion in design and how to create products that are both emotionally appealing and functionally useful. It is particularly useful for understanding how to create products that resonate with users on an emotional level and how to use emotion to drive behavior.
Artificial Intelligence for Learning: Using AI and...
Paperback
$$
Artificial Intelligence for Learning: How to use AI...
Paperback
$$
Artificial Intelligence for Learning: Using AI and...
Kindle Edition
$$
Cover image
A New Way to Think
Save
Provides a comprehensive overview of the field of business design and how to create businesses that are both successful and sustainable. It is particularly useful for understanding the principles of good business design and how to create businesses that meet the needs of customers and stakeholders.
A New Way to Think
Paperback
Check
A New Way to Think
Kindle Edition
Check
Cover image
The Graphic Design Reference & Specification Book
Save
Provides a thorough introduction to the principles of color theory and how to use color effectively in design. It is particularly useful for understanding how color can be used to create visual hierarchy, convey emotion, and influence user behavior.
The Graphic Design Reference & Specification Book:...
Paperback
$$
The Graphic Design Reference & Specification Book:...
Kindle Edition
$$
Cover image
The Fast Forward MBA in Project Management
Save
Provides a practical guide to the lean startup methodology and how to build successful businesses with a minimum of waste. It is particularly useful for understanding the principles of lean startup and how to create products and services that meet the needs of customers and stakeholders.
The Fast Forward MBA in Project Management: The...
Paperback
$$
The Fast Forward MBA in Project Management: The...
Kindle Edition
$$
Cover image
What You Do Is Who You Are: How to Create Your...
Save
Provides a candid look at the challenges and rewards of being an entrepreneur. It is particularly useful for understanding the principles of entrepreneurship and how to build successful businesses.
What You Do Is Who You Are: How to Create Your...
Hardcover
$$
What You Do Is Who You Are: How to Create Your...
Kindle Edition
$$
Cover image
Traction
Save
Provides a practical guide to how to get traction for your startup and build a successful business. It is particularly useful for understanding the principles of traction and how to create products and services that meet the needs of customers and stakeholders.
Traction: How Any Startup Can Achieve Explosive...
Hardcover
$$
(Français) Traction - Comment toute start-up peut développer...
Kindle Edition
$$
(Italiano) Traction. Le strategie vincenti per ottenere una...
Paperback
$$
Cover image
Creativity, Inc. (The Expanded Edition)
Save
Provides a fascinating look at the culture and practices of Pixar Animation Studios, one of the most successful creative companies in the world. It is particularly useful for understanding the principles of creativity and how to create a culture that encourages innovation and collaboration.
Creativity, Inc. (The Expanded Edition): Overcoming...
Hardcover
$$
Creativity, Inc. (The Expanded Edition): Overcoming...
Kindle Edition
$
Cover image
The Crux
Save
Provides a practical guide to how to develop good strategy and avoid bad strategy. It is particularly useful for understanding the principles of good strategy and how to create products and services that meet the needs of customers and stakeholders.
The Crux: How Leaders Become Strategists
Hardcover
$$
The Crux: How Leaders Become Strategists
Kindle Edition
$$
Cover image
Verses, Voices, & Visions of Vallejo
Save
Practical guide to web design that covers everything from the basics of HTML and CSS to more advanced topics such as responsive design and user experience. It is particularly useful for understanding the principles of good web design and how to create websites that are both visually appealing and easy to use.
Verses, Voices, & Visions of Vallejo: A Poetry...
Paperback
$$
Cover image
Don't Make Me Think, Revisited
Save
Practical guide to web usability that provides simple and effective tips on how to make websites easier to use. It is particularly useful for understanding the principles of good usability and how to avoid common usability mistakes.
Don't Make Me Think, Revisited: A Common Sense...
Paperback
$$
Don't Make Me Think, Revisited : A Common Sense...
Hardcover
$$$
Don't Make Me Think, Revisited: A Common Sense...
Kindle Edition
$$

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Course image
Effort
4 weeks, 3-4 hours/week
Level
Introductory
Via
Coursera
Institution
University of California San Diego
Instructor
Scott Klemmer
Language
English
Transcripts
Español Français Português Deutsch Italiano 中文 العربية 한국어 日本語 हिंदी Nederlands Svenska Pусский Türkçe Polski Ελληνικά українська мова magyar nyelv Bahasa Indonesia ไทย қазақша اُردُو, فارسی বাংলা tiếng Việt پښتو آذربایجان دیلی
This course belongs to a collection called Interaction Design. It's comprised of eight courses:
  1. User Experience: Research & Prototyping
  2. Information Design
  3. Interaction Design Capstone Project
  4. Human-Centered Design: an Introduction
  5. Design Principles: an Introduction (viewing)
  6. Designing, Running, and Analyzing Experiments
  7. Input and Interaction
  8. Social Computing
Traffic lights
Read about what's good
what should give you pause
and possible dealbreakers
Examines fundamental principles of design, enabling learners to build human-centered design skills
Explores visual design, information design, and perception and cognition, which are essential elements of interaction design
Emphasizes the importance of experimentation and user testing, enabling learners to evaluate designs effectively
Leverages examples from the web design domain to illustrate concepts and principles
Provides a comprehensive foundation in design principles and evaluation techniques for effective human-computer interaction
Teaches controlled experimentation techniques for evaluating user interfaces online
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