In design, the concept of proximity (part of Gestalt theory in design) suggests that elements that are close to each other are likely linked in some way or another. When we design elements like this, we can reinforce the function or meaning of elements by placing them in proximity to others. For example, a stop sign has the word STOP in large bold letters on it, which denotes the intent of the signage. The word itself on a red background, which we have learned to associate with some kind of danger or immediate awareness in the western world. Therefore, the symbology of the colour, reinforces the importance of the words on the sign.
When we are designing user experiences, it is also important to remember things that are proximal to the touchpoints of user interaction. This may be something as simple as colours, or haptic feedback for a user action, or clarified expectations of service levels and/or wait times.
It may also be something more complex, like looking at the context that a service is being delivered in, or examining something like a user’s state of mind when they are trying to access a service. Making an emergency 911 call will have a different pace and depth of interaction than ordering take-out from your favourite restaurant.
In a recent transaction at a movie theatre, I was purchasing a snack from the concession stand and went to pay with my debit card. As you can see in the picture, the first function was aligned with the first button, while the second function was not. I was actually trying to pay from my savings account but hit the incorrect button three times before realizing that I was to actually make the cognitive linkage myself between the action I wanted to perform and the location of the button that would correspond with it.
I had people in the line behind me, and my brain was defaulting to the mapping of actions by proximity to complete my task (paying for my snacks) in the most efficient way possible. However, by defaulting to this, I was not reading what was actually on screen, and frustration was building with each subsequent failed attempt, until I stopped, looked at the screen and thought, “Duhrr! It’s not mapped to location but to the label.”
It is important to think about your users’ default cognitive paths to make sure that you are not doing something that could reduce usability. Especially in higher stress situations, where people may default to instinct rather than reason.
