Memory

Question 1

What are the different types of memory?

Answer 1

1. Sensory Information Storage (SIS)
2. Short Term Memory (STM)
3. Long Term Memory (LTM)

Question 2

What is Phi Phenomena?

Answer 2

Optical illusion of perceiving a series of still images, when viewed in rapid succession, as continuous motion.

Is used to create apparent movement in animations.

Question 3

What is the relevance of sensory memory?

Answer 3

1. Your user will recall an image or snippet of sound for a few seconds after exposure. It is very high resolution. The user will then have to do something with it to keep it longer.
2. The user’s brain will fill in the gaps (the Phi Phenomena) which can make things appear to move.
3. New content will clear the old from memory. Backward masking can make the original content inaccessible, so give the user a moment to process.

Question 4

What is Short Term Memory?

Answer 4

Working Memory or STM, holds the interpretation of the sensory Information (sound/image) for about 20 secs.

If a sentence is spoken, SIS holds the sounds, but STM holds the word/meaning.

Question 5

Absence of ________________ makes it difficult for users to understand where they are in the site’s navigational structure.

Answer 5

Strong visual cues

Question 6

Navigation between screens creates _______________

Answer 6

Loss of context

Question 7

How is Sensory memory transferred to STM?

Answer 7

Content in sensory memory is encoded when it is transferred into STM.

Question 8

________________ is the process of creating a memory from any stimulus.

Answer 8

Encoding

Question 9

_____________ makes remembering information easier.

Answer 9

Chunking

Question 10

What is Long Term Memory?

Answer 10

Where information is stored for more than 20secs to a lifetime.

Once info is in the LTM, you can onky retrieve the interpretation of the event.

No limit on the amount of info stored in LTM

Question 11

What happens to Memory stored in LTM?

Answer 11

Memories are reconstructed from stored information about the event and other memories.

It can mix parts of different memories. Include memories from personal experience. Fill in gaps with probable events.

Most of the memories did not happen the way we remember. We only retrieve the interpretation.

Question 12

Why is choosing the words important in witness interviews?

Answer 12

The wording of question can impact/influence memory.

Question 13

People can accurately describe how they behaved or what their impressions were. True or False?

Answer 13

False.

Observing user behavior is more accurate than having user recall their own behaviour

Question 14

If you had to choose the word between “Download” or “Downstream”, which would you choose? why?

Answer 14

Download.

Supporting memory : to avoid conflict between known word meanings and new uses.

Question 15

Which is stronger : Recall vs. Recognition?

Answer 15

Recall : Pull info from memory without cues
Recognition : Identify info with cues

Recognition is easier than recall.

Question 16

What is the best way to chunk content to improve memory?

Answer 16

The 3-4 rule : 3-4 chunks and 3-4 items per chunk

Question 17

How does repetition enhance LTM?

Answer 17

Lots of repetition helps retain memory longer.

Increasing the amount of time between repetitions enhances LTM.

People remember best when they try to recall the item repeatedly, with increasing delays.

Question 18

What is the method of Loci (Spatial Memory) ?

Answer 18

It is a method of memorizing information by placing each item to be remembered at a point along an imaginary journey.

Eg : Acronyms and Mnemonics

Question 19

What are Primacy and Recency Effects?

Answer 19

Primacy : People remember the first thing they experience.

Recency : People remember what they experienced most recently, UNLESS there is an interference, which leads to the Suffix Effect.

Question 20

What is Zeigarnik Effect?

Answer 20

We tend to remember things which are not completed or lack closure.

Eg : Jigsaw puzzle

Question 21

Name ways by which you can help your user remember.

Answer 21

1. Recognition instead of recall
2. Repetition
3. Association
4. Spatial Location
5. Mnemonics
6. Primacy/Recency
7. Zeigarnik Effect

Question 22

What is a schema?

Answer 22

A schema is a packet of information with fixed cues and variable cues.

Eg : Schema of head assumes eyes, ears, nose. but a moustache and glasses are optional.

A schema can contain other schema.

Eg : A head contains eyes, which have eye lashes, whites, pupils.

Question 23

What is the relevance of schema?

Answer 23

1. know your users schema and design around it. Then you don’t have to force the user to learn a lot to use your application.
2. Hang new knowledge on existing schemata. Make associations with what is known.

Question 24

What is Confirmation Bias?

Answer 24

The tendancy to search for, interpret, favour, and recall information in a way that confirms one’s preexisting beliefs or hypothesis.

Also called the self fulfilling prophesy.

Question 25

What is the Filter Bubble?

Answer 25

Intellectual isolation that results from personalised searches.

You automatically see only what you like, which then confirms your biases.

Question 26

Once users have an existing schema it will be hard to change. True or False?

Answer 26

True.

• They interpret everything to confirm their ideas.
• They avoid looking at things that would require them to revise a belief.
• Confirmation bias : Users will tend to notice things and evaluate designs based on biases.