Cognitive Structure: Humans naturally avoid complicated or confusing interfaces. If all headlines in a newspaper are the same size as the body text, they won’t seem inviting to read. The human brain is built to operate efficiently. However, human cognitive abilities often don’t reach their full potential. Any interface that goes against this instinct is likely to fail. No one enjoys taking tests every day, right? To increase sales in an online shopping mall, it’s important to provide an interface that requires minimal mental effort from consumers. To protect the environment, instead of setting “spoons or forks” as the default delivery option in a food delivery app, offering a choice to select separately can help reduce waste. To promote positive consumer behavior, create a comfortable environment; to discourage negative behavior, make the process complex and frustrating. - Joseph’s “just my thoughts”
In September 1999, NASA’s unmanned Mars climate probe “MCO” exploded in Mars’ orbit. Manufacturer Lockheed Martin set up the data unit as a “yard,” but NASA mistook it as a “meter.” The MCO entered the atmosphere of Mars 100 km below the original orbit and exploded in friction. Communication error had blown away $ 125 million. With this opportunity, NASA decided that the units used in space development were “meters”. A slip of the tongue in business doesn’t end just a mistake accidentally. It must undoubtedly damage the “cash flow”. - Joseph’s “just my thoughts”