The design of digital products and services often focuses on aspects such as user experience, usability, information architecture and user interface design in order to provide users with the best possible support in achieving their goals. In practice, however, formal aesthetic aspects such as colours, shapes and typography dominate design discussions, while the temporal needs of users are neglected.

Dimension: Time

This imbalance is explained by cognitive psychology, as visual patterns are easier to visualise than the abstract dimension of time. In addition, time as a primary cognitive category is less tangible and often secondary in linguistic and design-related considerations. Despite the variety of temporal-contextual framework conditions and limitations that are important for the design of digital interactions, time receives little attention in design processes. Does the design of the temporal dimension have a positive effect on digital interactions?

Methodology

The methodology aims to understand patterns of time contexts and identify optimisation potential. This includes context analysis, context interviews, context mapping, user journeys and (living) personas. Important questions concern the time of use, frequency, time intervals, rhythm, relevance, limitations, processes and systems as well as delays. By answering these questions, the temporal needs and time context of users can be determined, which forms the basis for deriving specific design principles.

Core theses:

Time Context:

Information about the user's temporal context has a significant influence on the design solution. A deeper understanding of the temporal needs and framework conditions makes it possible to create designs that are better adapted to the users.

Time Organisation:

There do exist superior design principles for the time that can be transferred to different applications. These principles consider the objective and subjective perception of time and so optimise the user experience.

Time Impact:

Time-optimised design can have a positive impact on the efficiency, user-friendliness and acceptance of digital products and services. Such approaches can also contribute to sustainability and better business models.

Seven design principles of time

… which have been successfully applied in various projects:

1. Fast Track & Supporting Track:

Offer different time options for different user needs. Beginners receive supportive, detailed information, while experienced users can choose a faster, less detailed option.

2. sushi strategy:

Divide complex content into smaller, digestible units. This strategy is particularly useful in eLearning, where short learning units fit better into the user's schedule.

3. Ockham's razor:

Shorten the scope of the content to double the informative value. This leads to more efficient usability and greater user-friendliness.

4. pyramidal perception model:

Structure content in a prioritised order. Important information is presented first, followed by more detailed content, which facilitates decision-making.

5. Contextual-Fit:

Adapt the time offered to the time context of the user. For example, podcasts should ideally consider the average commuting time.

6. frequency & relevance:

Organise functions and information according to their frequency and importance. This reduces the time that users need for repeating tasks.

7. shoot-out principle:

Use pre-filled templates that users only need to modify instead of completing them from scratch. This saves time and increases efficiency.

Conclusion

Considering the time context and the temporal needs of users is essential for the successful and user-centred design of digital products and services. The consistent application of temporal principles leads to greater acceptance and satisfaction among users and can have a positive impact on the environment, society and business models. Products that are designed according to time-centred principles offer clear information structures and intuitive user experiences. The design of time opens up new perspectives and enables disruptive innovations. Future developments, particularly in the field of artificial intelligence, will further reduce the importance of classic visual and formal aesthetic principles. Instead, adapting to the user's personal time context is crucial in order to provide them with the right information at the right time and at an appropriate level of detail.

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https://doi.org/10.25368/2024.EEE

Published in

ENTWERFEN ENTWICKELN ERLEBEN

Year

2024

Authors

Philipp Schütz & Oliver Gerstheimer

Design dimension time

Analysis