Motiur Rahman Shakil

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Motiur Rahman Shakil
Graphic Designer
UI/UX Designer
  • Residence:
    Bangladesh
  • City:
    Sylhet
  • Age:
    24
Bengali
English
Hindi
Photoshop
illustrator
InDesign
Adobe XD
Figma
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  • Branding
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Doherty Threshold in UX Design

July 14, 2024

The Doherty Threshold is a principle in UX design that suggests users feel more engaged and productive when system response times are less than 400 milliseconds. Named after psychologist Walter J. Doherty, this threshold emphasizes the importance of speed in enhancing user experience. Users can maintain their flow and concentration when interactions are fast and responsive, increasing satisfaction and efficiency. Achieving the Doherty Threshold requires optimizing performance, streamlining processes, and minimizing delays, ensuring a smooth and seamless user experience.

This 70s UX Gem Still Applies Today: The Doherty Threshold

The Doherty Threshold, introduced in the 1970s by psychologist Walter J. Doherty, is a timeless UX principle that remains highly relevant. It states users feel more engaged and productive when system response times are under 400 milliseconds. Here’s why this gem from the 70s is still crucial in modern UX design:

Why the Doherty Threshold Matters Today

  • User Engagement
  • Productivity Boost
  • User Satisfaction

How to Achieve the Doherty Threshold

  • Optimize Performance
  • Prioritize Speed
  • Continuous Improvement

The Economic Value of Rapid Response Time

Rapid response time is not just a technical goal; it has significant economic value for businesses. Here’s how optimizing response time can translate into tangible financial benefits:

Increased User Retention

  • Higher Engagement: Users are more likely to stay and interact with a fast, responsive system.
  • Lower Bounce Rates: Quick load times reduce the likelihood of users leaving the site.

Enhanced Productivity

  • Efficiency Gains: Employees and users can complete tasks more quickly, leading to better productivity.
  • Time Savings: Faster systems save valuable time, which can be redirected towards more important activities.

Improved Customer Satisfaction

  • Positive Experience: Satisfied customers are more likely to return and recommend the product or service.
  • Brand Loyalty: A fast, reliable experience strengthens brand loyalty and customer trust.

Revenue Growth

  • Higher Conversion Rates: Faster response times can lead to increased sales and higher conversion rates.
  • Reduced Cart Abandonment: Quick checkout processes reduce the chances of customers abandoning their carts.

Competitive Advantage

  • Stand Out in the Market: Companies with faster systems can differentiate themselves from competitors.
  • User Preference: Users tend to prefer and stick with services that offer a seamless, rapid experience.

Cost Savings

  • Reduced Support Costs: Fewer performance-related complaints lower the cost of customer support.
  • Efficient Resource Use: Optimized systems often require fewer resources, leading to cost savings.

The Importance of Percent-Done Progress Indicators for Computer-Human Interfaces

Percent-done progress indicators play a crucial role in enhancing the user experience in computer-human interfaces. Here’s why they are important:

User Engagement and Satisfaction

  • Transparency: Shows users exactly how much of the task is complete, providing clear expectations.
  • Reduced Anxiety: Alleviates user frustration and uncertainty by indicating progress.

Perceived Performance

  • Improved Perception: Even if the task takes time, knowing progress can make the wait feel shorter.
  • User Patience: Users are more likely to wait patiently when they see a task is progressing.

Task Management

  • Time Estimation: Helps users estimate how long a task will take to complete.
  • Planning: Users can better plan their activities around the completion of a task.

Trust and Reliability

  • Increased Trust: Users trust systems more when they are informed about the progress.
  • Reliability: Perceived reliability of the system improves when users can see it is working on their request.

Error Handling

  • Interrupt Handling: Users can decide whether to wait or cancel the task based on the progress.
  • Recovery: In case of errors, users have a sense of how much progress was made before the interruption.

Key Benefits of Percent-Done Progress Indicators

  • Enhanced User Experience: Clear communication of task progress leads to a better overall experience.
  • Lower Abandonment Rates: Users are less likely to abandon tasks when they can see progress.
  • Higher Efficiency: Users can multitask more effectively, checking back on progress as needed.

Response time in man-computer conversational transactions

Response time in man-computer conversational transactions is crucial for an effective and satisfying user experience. When systems respond quickly, typically within 400 milliseconds as suggested by the Doherty Threshold, users remain engaged, maintain their workflow, and feel more productive. Rapid response times reduce cognitive load, preventing frustration and enhancing overall satisfaction. Conversely, slow response times can disrupt the interaction flow, leading to increased error rates, decreased efficiency, and user frustration. Thus, optimizing response times in man-computer interactions is essential for maintaining user engagement, improving task efficiency, and ensuring a positive experience.

Conclusion

The Doherty Threshold, a timeless UX principle from the 1970s, underscores the importance of maintaining system response times under 400 milliseconds to enhance user engagement and productivity. Rapid response times keep users focused, reduce cognitive load, and boost overall satisfaction, making systems feel more intuitive and enjoyable. Applying this principle involves optimizing performance, streamlining processes, and prioritizing speed across all interactions. The economic value of rapid response times is significant, leading to increased user retention, higher conversion rates, enhanced productivity, and reduced support costs. By incorporating percent-done progress indicators and maintaining swift response times in man-computer conversational transactions, designers can create interfaces that are not only functional but also delightful to use. Embracing the Doherty Threshold in modern UX design ensures that we continue to meet users’ expectations for speed and efficiency, driving both user satisfaction and business success.

Posted in UX Theory
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