How to Design with the Mind in Mind

1-Hour Master Class with Jeff Johnson, Assistant Professor, Computer Science Department at the University of San Francisco

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User-experience design guidelines are valuable tools to aid designers in creating a positive user experience. They're based on human perception and cognition—how people perceive, think, and act. However, they are not simple recipes and should not be applied mindlessly. As a designer, you need to understand the why behind these design guidelines to be able to determine their applicability and precedence in specific situations.

If you understand the perceptual and cognitive psychology that underlies UX design guidelines, you’ll be able to enhance your ability to interpret and apply the design guidelines, and ultimately create better experiences for your users.

This Master Class is based on Jeff Johnson’s book: Designing With the Mind in Mind, 3rd edition.

You’ll learn:

The basic perceptual and cognitive psychology that underlies UI design principles, guidelines, and heuristics.
How to balance the trade-offs that inevitably arise in situations when guidelines appear to contradict each other.
Examples of good and bad designs.

With a more robust understanding of the psychology that underlies design principles and guidelines you’ll be able to make more informed decisions and create more intuitive experiences for your user and take your products and solutions to the next level.

Your Speaker and Industry Expert

Jeff Johnson is an Assistant Professor in the Computer Science Department of the University of San Francisco. After earning B.A. and Ph.D. degrees from Yale and Stanford, he worked at Cromemco, Xerox, US West, Hewlett-Packard Labs, and Sun Microsystems. In 1990, he co-chaired the first Participatory Design conference, PDC'90. He serves on the SIGCHI U.S. Public Policy Committee. He has also taught at Stanford University and Mills College, and in 2006 and 2013 he taught HCI as an Erskine Fellow at the University of Canterbury in New Zealand. He is a member of the ACM SIGCHI Academy, a SIGCHI Lifetime Achievement in Practice Awardee, and an ACM Distinguished Member.

He has authored or co-authored many articles and chapters on Human-Computer Interaction, as well as the books GUI Bloopers, Web Bloopers, GUI Bloopers 2.0, Designing with the Mind in Mind, Conceptual Models (co-authored with Austin Henderson), Designing with the Mind in Mind, 2nd edition, Designing UIs for an Aging Population (co-authored with Kate Finn), and Designing with the Mind in Mind, 3rd edition.

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Questions? We've Got Answers

Why are design skills so important right now?

Design skills are valuable for both you personally and for your company.

For you personally, design skills are important because:

Design roles are growing faster than average. The World Economic Forum ranks human-centered design among the fastest-growing skill areas through 2030.
Employers increasingly expect design skills across roles, not just from designers. Knowing design thinking, user research, or UX principles makes you more competitive in any field.
Designers who combine human-centered skills with AI expertise are in especially high demand.

For your company, design skills are important because:

Design skills help your team increase sales, retain customers, and improve customer satisfaction. Better customer experiences lead directly to better business results.
Companies that invest in design outperform the S&P 500 Index by 228% (Design Management Institute, Design Value Index).
Design is more than aesthetics. It's how teams make products easier to use, services more efficient, and technology more human. These skills create value across every department.

I’m not a designer. Why should I learn design and AI?

Design and tech skills can open up career opportunities.

For example, if you’re in a field such as:

Marketing, communication, HR, software development, customer service, business management, healthcare, teaching, and many more.

Why can design skills make you valuable in these jobs and industries?

That's because:

Design skills help your team increase sales, retain customers, and improve customer satisfaction. Better customer experiences lead directly to better business results.
Companies that invest in design outperform the S&P 500 Index by 228% (Design Management Institute, Design Value Index).
Design is more than aesthetics. It's how teams make products easier to use, services more efficient, and technology more human. These skills create value across every department.

Do I need any prior experience in design or tech?

No.

Our courses, master classes, and career programs cover everything from the fundamentals to advanced topics.

Whether you're completely new to design or an experienced professional, you'll find courses, master classes and career programs at your level.

Will I receive a Certificate?

Yes.

After you finish, you’ll receive an industry-recognized IxDF Certificate to prove you've completed an evidence-based curriculum taught by industry leaders.

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How do I add the IxDF Certificate to my LinkedIn profile?

That's easy.

Add your IxDF Certificates to your LinkedIn profile, resumé and job application in a few easy steps:

Click “Add profile section” on your LinkedIn
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Select “Add licenses or certifications”
Enter your IxDF Certificate details
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You can download your IxDF Certificates as .jpg files, so they are easy to share. IxDF Certificates are always valid.

Need more detailed instructions?

How can the global and local IxDF community help me?

We can help you in several ways.

Join meetups in your city: Join the regular meetups in your city in a nearby cafe or office building to have fun and learn with people just like you. You get full access to IxDF Local Groups where you can build your network, find new opportunities, or simply enjoy yourself in the company of people who are passionate about design. The meetings are completely optional and are spread across app. 500 cities worldwide.

You can also get instant help and career advice in the IxDF online members-only forums. Here, you can build your global network through our supportive community.

I just signed up for a live Master Class. What's next?

Wonderful! When you sign up for a Master Class, you’ll receive an email from us with a link to join the live Master Class.

If you can’t find the email, please reach out to [email protected], and we’re super happy to help you!

Great news! You’ll also get an on-demand version of your Master Class a few hours after the live event ends.

A few days later, the on-demand Master Class will also show up on your private profile page if you're a member.

That way, you can view the Master Class on-demand at any time. As many times as you wish.

Will the live Master Class be recorded and become available on-demand?

Absolutely!

When you sign up for a live Master Class, you’ll automatically receive the link to the recording a few hours after the live event ends.

A few days later, the on-demand Master Class will show up on your private profile page if you’re an IxDF member. If you’re not a member, you’ll receive your recording by email.

You can enjoy your Master Class on-demand at any time, anywhere. Watch it as many times as you want.

What if I can’t attend a live Master Class?

Great news! We’ve got you covered.

When you sign up for the live Master Class, you’ll automatically receive the link to the recording a few hours after the live event ends.

A few days later, the on-demand Master Class will show up on your private profile page if you’re an IxDF member. If you’re not a member, you’ll receive your recording by email.

You can enjoy your Master Class on-demand at any time, anywhere. Watch it as many times as you want.

What if I have more questions?

We’d love to hear from you and help you!

Reach out to us at [email protected] or use the online contact form.

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