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74 Chapter 3 Understanding users

human behavior that focus on the social and affective aspects of interaction design
are presented in the following two chapters.)
The main aims of this chapter are to:

Explain what cognition is and why it is important for interaction design.
Describe the main ways cognition has been applied to interaction design.
Provide a number of examples in which cognitive research has led to the de-
sign of more effective interactive products.
Explain what mental models are.
Give examples of conceptual frameworks that are useful for interaction design.
Enable you to try to elicit a mental model and be able to understand what it
means.

3.2 What is cognition?
Cognition is what goes on in our heads when we carry out our everyday activities.
It involves cognitive processes, like thinking, remembering, learning, daydreaming,
decision making, seeing, reading, writing and talking. As Figure 3.1 indicates, there
are many different kinds of cognition. Norman (1993) distinguishes between two
general modes: experiential and reflective cognition. The former is a state of mind
in which we perceive, act, and react to events around us effectively and effortlessly.
It requires reaching a certain level of expertise and engagement. Examples include
driving a car, reading a book, having a conversation, and playing a video game. In
contrast, reflective cognition involves thinking, comparing, and decision-making.
This kind of cognition is what leads to new ideas and creativity. Examples include
designing, learning, and writing a book. Norman points out that both modes are
essential for everyday life but that each requires different kinds of technological
support.

What goes on in the mind?
perceiving
i 1
understanding others
thinking
talking with others
remembering

making decisions

Figure 3.1 What goes on
in the mind?