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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
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Our lecture videos in this module begin with the major innovation of the graphical interface: enabling people to perform input directly on top of output. This directness makes interfaces easier to learn because it enables people to recognize familiar elements. And continuous feedback makes interfaces easier to use, encourages exploration, and prevents errors. To illustrate the benefits of direct manipulation in real interfaces, the videos provide several examples of both particular designs and interface styles. I find that's a lot more useful than just stating abstract principles. Now is a good time to remind everyone that I am not endorsing (or rejecting) any particular product, organization, or person. What I am doing: real people in the real world make real design decisions -- you can learn from this -- and in this course I'll discuss these concrete examples so you can gain real knowledge. The rest of the videos will cover topics related to the importance of representations, such as understanding a user's mental model and helping people to distribute cognition. I will show some examples of how representational differences can impact performance. As you watch these videos, think about how you have arranged or lamented representations in your everyday life. Maybe you put your keys by the door, sunglasses on your hat, or a post-it on your laptop? You'll get a chance to delve into these examples in the assignment.
Visual Design and Information Design
So far, many examples in our videos have been physical. I like physical examples because they’re often easier to understand, and they durably express fundamental principles. Equipped with those fundamentals, we'll now focus more on concrete issues in interaction design to help you flesh out your interactive prototypes. This module’s videos introduce visual and information design. These are the nuts and bolts of user interfaces: scale, contrast, pattern, shape, color, typography, and layout. What I hope you'll take away from these lectures is a newfound appreciation for how subtle changes in this visual variables can powerfully impact people's experience of documents and interfaces. Dive into the first visual design lecture here. Visual design organizes the world of information. As this module’s lectures show, that visual organization provides important cues, yet the structure itself is often invisible.
Designing Experiments
After you’ve made a design, how do you know whether it is good? Or if your team has a couple ideas it is considering, how do you know which one is better? Rather than arguing, throwing chairs, or playing rochambeau, we suggest getting your designs in front of real users to see how well they actually work. To enable you to do this, our final module of lectures will introduce you to designing, running, and analyzing experiments. Testing your ideas with people and using what you learn to make them better can often mean the difference between a flop and a hit. Usability testing also gives you a chance to flex your rapid prototyping muscles. Build several interfaces quickly, try them out with people, and use what you learn to revise them. Through repeated iteration and testing, you can end up with a wonderfully polished interface. For me, the most exhilarating aspect of running experiments is the element of surprise. Nearly every time my students, colleagues, and I run a study, we learn something that we never even thought to think of. Sometimes, it's a roadblock or bug. Other times, it's an unexpected new use of a system -- many great startups have emerged out of finding unexpected new uses for technology. Either way, it'll give you new fodder for design. As in the prototyping lectures, the evaluation lectures emphasize comparison -- testing multiple ideas. In many ways, design is choice, and comparing multiple interfaces helps you make good choices. Learn more about designing studies here.

Good to know

Know what's good
, what to watch for
, 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

Engaging design principles course

Learners say that Design Principles: an Introduction is a well-received course that provides engaging assignments and a thorough overview of important design principles. Positive feedback emphasizes great lessons with a good mix of theory and hands-on work, as well as the practical, real-world nature of the course. Students appreciate the focus on UX design and find the course content insightful and confidence-boosting. However, some learners note that the course material in week 3 could be improved and mention that the course may not be up-to-date, as some links are broken.
Engaging, hands-on assignments
"Some very good practical hands-on assignments with this course!"
"This was a very hands-on course and sets up the right fundamentals for understanding how design works."
"Great way of getting to know more important aspects of visual design and research"
Emphasis on UX design principles
"Greatest course I've seen across different domains. Very insightful. And boosts your confidence in UX domain"
"Learn new concepts of using Design, and new skills to improve or design almost any work you can do in the area."
"Very informative and fun. Good mix of practical examples and theory, made me wish every university course I've taken was like this"
Reviews may be delayed
"Took way too long to move forward because I had to wait for weeks to score other's tests."
"And, as last point, which is important - if no students in paralel with you on the course within same timeline, reviews for your submissions will be delayed, what is wrong from student perspective."
Some outdated material
"The course material seems old"
"The slides could be better, we need more information there, no just the videos"
"I found the coursework to be a little bland in comparison to the other courses on the site"

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
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  • 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.
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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.
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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
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  • 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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.

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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.

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