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Seven stages of action is a term coined by the usability consultant Donald Norman. The phrase appears in chapter two of his book The Design of Everyday Things , describing the psychology of a person performing a task.
The history behind the action cycle starts from a conference in Italy attended by Donald Norman. This excerpt has been taken from the book The Design of Everyday Things :
I am in Italy at a conference. I watch the next speaker attempt to thread a film onto a projector that he never used before. He puts the reel into place, then takes it off and reverses it. Another person comes to help. Jointly they thread the film through the projector and hold the free end, discussing how to put it on the takeup reel. Two more people come over to help and then another. The voices grow louder, in three languages: Italian, German and English. One person investigates the controls, manipulating each and announcing the result. Confusion mounts. I can no longer observe all that is happening. The conference organizer comes over. After a few moments he turns and faces the audience, who had been waiting patiently in the auditorium. "Ahem," he says, "is anybody expert in projectors?" Finally, fourteen minutes after the speaker had started to thread the film (and eight minutes after the scheduled start of the session) a blue-coated technician appears. He scowls, then promptly takes the entire film off the projector, rethreads it, and gets it working. [1] : 45–46
Norman pondered on the reasons that made something like threading of a projector difficult to do. To examine this, he wanted to know what happened when something implied nothing. In order to do that, he examined the structure of an action. So to get something done, a notion of what is wanted – the goal that is to be achieved, needs to be started. Then, something is done to the world i.e. take action to move oneself or manipulate someone or something. Finally, the checking is required if the goal was made. This led to formulation of Stages of Execution and Evaluation. [1] : 46
Execution formally means to perform or do something. Norman explains that a person sitting on an armchair while reading a book at dusk, might need more light when it becomes dimmer and dimmer. To do that, he needs to switch on the button of a lamp i.e. get more light (the goal). To do this, one must need to specify on how to move one's body, how to stretch to reach the light switch and how to extend one's finger to push the button. The goal has to be translated into an intention, which in turn has to be made into an action sequence.
Thus, formulation of stages of execution:
Evaluation formally means to examine and calculate. Norman explains that after turning on the light, we evaluate if it is actually turned on. A careful judgement is then passed on how the light has affected our world i.e. the room in which the person is sitting on the armchair while reading a book.
The formulation of the stages of evaluation can be described as:
Seven Stages of Action constitute four stages of execution, three stages of evaluation and our goals.
1. Forming the target.
2. Forming the intention
3. Specifying an action
4. Executing the action
5. Perceiving the state of the world
6. Interpreting the state of the world
The difference between the intentions and the allowable actions is the Gulf of execution . [2]
"Consider the movie projector example: one problem resulted from the Gulf of Execution. The person wanted to set up the projector. Ideally, this would be a simple thing to do. But no, a long, complex sequence was required. It wasn't all clear what actions had to be done to accomplish the intentions of setting up the projector and showing the film." [1] : 51
The Gulf of evaluation reflects the amount of effort that the person must exert to interpret the physical state of the system and to determine how well the expectations and intentions have been met. [3]
"In the movie projector example there was also a problem with the Gulf of Evaluation. Even when the film was in the projector, it was difficult to tell if it had been threaded correctly." [1] : 51–52
The seven-stage structure is referenced as design aid to act as a basic checklist for designers' [4] questions to ensure that the Gulfs of Execution and Evaluation are bridged. [1] : 52–53
The Seven Stages of relationship can be broken down into 4 main principles of good design:
Donald Arthur Norman is an American researcher, professor, and author. Norman is the director of The Design Lab at University of California, San Diego. He is best known for his books on design, especially The Design of Everyday Things. He is widely regarded for his expertise in the fields of design, usability engineering, and cognitive science, and has shaped the development of the field of cognitive systems engineering. He is a co-founder of the Nielsen Norman Group, along with Jakob Nielsen. He is also an IDEO fellow and a member of the Board of Trustees of IIT Institute of Design in Chicago. He also holds the title of Professor Emeritus of Cognitive Science at the University of California, San Diego. Norman is an active Distinguished Visiting Professor at the Korea Advanced Institute of Science and Technology (KAIST), where he spends two months a year teaching.
In psychoanalysis, a Freudian slip, also called parapraxis, is an error in speech, memory, or physical action that occurs due to the interference of an unconscious subdued wish or internal train of thought. Classical examples involve slips of the tongue, but psychoanalytic theory also embraces misreadings, mishearings, mistypings, temporary forgettings, and the mislaying and losing of objects.
Usability can be described as the capacity of a system to provide a condition for its users to perform the tasks safely, effectively, and efficiently while enjoying the experience. In software engineering, usability is the degree to which a software can be used by specified consumers to achieve quantified objectives with effectiveness, efficiency, and satisfaction in a quantified context of use.
In philosophy, an action is an event that an agent performs for a purpose, that is guided by the person's intention. The first question in the philosophy of action is to determine how actions differ from other forms of behavior, like involuntary reflexes. According to Ludwig Wittgenstein, it involves discovering "[w]hat is left over if I subtract the fact that my arm goes up from the fact that I raise my arm". There is broad agreement that the answer to this question has to do with the agent's intentions. So driving a car is an action since the agent intends to do so, but sneezing is a mere behavior since it happens independent of the agent's intention. The dominant theory of the relation between the intention and the behavior is causalism: driving the car is an action because it is caused by the agent's intention to do so. On this view, actions are distinguished from other events by their causal history. Causalist theories include Donald Davidson's account, which defines actions as bodily movements caused by intentions in the right way, and volitionalist theories, according to which volitions form a core aspect of actions. Non-causalist theories, on the other hand, often see intentions not as the action's cause but as a constituent of it.
In philosophy of mind and cognitive science, folk psychology, or commonsense psychology, is a human capacity to explain and predict the behavior and mental state of other people. Processes and items encountered in daily life such as pain, pleasure, excitement, and anxiety use common linguistic terms as opposed to technical or scientific jargon.
User-centered design (UCD) or user-driven development (UDD) is a framework of process in which usability goals, user characteristics, environment, tasks and workflow of a product, service or process are given extensive attention at each stage of the design process. These tests are conducted with/without actual users during each stage of the process from requirements, pre-production models and post production, completing a circle of proof back to and ensuring that "development proceeds with the user as the center of focus." Such testing is necessary as it is often very difficult for the designers of a product to understand intuitively the first-time users of their design experiences, and what each user's learning curve may look like. User-centered design is based on the understanding of a user, their demands, priorities and experiences and when used, is known to lead to an increased product usefulness and usability as it delivers satisfaction to the user.
In psychology, affordance is what the environment offers the individual. In design, affordance has a narrower meaning, it refers to possible actions that an actor can readily perceive.
Visual communication is the use of visual elements to convey ideas and information which include signs, typography, drawing, graphic design, illustration, industrial design, advertising, animation, and electronic resources. Humans have used visual communication since prehistoric times. Within modern culture, there are several types of characteristics when it comes to visual elements, they consist of objects, models, graphs, diagrams, maps, and photographs. Outside the different types of characteristics and elements, there are seven components of visual communication: color, shape, tones, texture, figure-ground, balance, and hierarchy.
In human computer interaction, the gulf of execution is the gap between a user's goal for action and the means to execute that goal. Usability has as one of its primary goals to reduce this gap by removing roadblocks and steps that cause extra thinking and actions that distract the user's attention from the task intended, thereby preventing the flow of his or her work, and decreasing the chance of successful completion of the task. Similarly, there is a gulf of evaluation that applies to the gap between an external stimulus and the time a person understands what it means. Both phrases are first mentioned in Donald Norman's 1986 book User Centered System Design: New Perspectives on Human-computer Interaction.
Product design as a verb is to create a new product to be sold by a business to its customers. A very broad coefficient and effective generation and development of ideas through a process that leads to new products. Thus, it is a major aspect of new product development.
The human action cycle is a psychological model which describes the steps humans take when they interact with computer systems. The model was proposed by Donald A. Norman, a scholar in the discipline of human–computer interaction. The model can be used to help evaluate the efficiency of a user interface (UI). Understanding the cycle requires an understanding of the user interface design principles of affordance, feedback, visibility and tolerance.
An implementation intention is a self-regulatory strategy in the form of if-then-plans that can lead to better goal attainment, as well as create useful habits and modify problematic behaviors. It is subordinate to goal intentions as it specifies the when, where and how portions of goal-directed behavior.
Dramaturgy is a sociological perspective commonly used in micro-sociological accounts of social interaction in everyday life.
Prospective memory is a form of memory that involves remembering to perform a planned action or recall a planned intention at some future point in time. Prospective memory tasks are common in daily life and range from the relatively simple to extreme life-or-death situations. Examples of simple tasks include remembering to put the toothpaste cap back on, remembering to reply to an email, or remembering to return a rented movie. Examples of highly important situations include a patient remembering to take medication or a pilot remembering to perform specific safety procedures during a flight.
In computer science, the gulf of evaluation is the degree to which the system or artifact provides representations that can be directly perceived and interpreted in terms of the expectations and intentions of the user. Or put differently, the gulf of evaluation is the difficulty of assessing the state of the system and how well the artifact supports the discovery and interpretation of that state. According to Donald Norman's The Design of Everyday Things "The gulf is small when the system provides information about its state in a form that is easy to get, is easy to interpret, and matches the way the person thinks of the system".
Behavioural change theories are attempts to explain why human behaviours change. These theories cite environmental, personal, and behavioural characteristics as the major factors in behavioural determination. In recent years, there has been increased interest in the application of these theories in the areas of health, education, criminology, energy and international development with the hope that understanding behavioural change will improve the services offered in these areas. Some scholars have recently introduced a distinction between models of behavior and theories of change. Whereas models of behavior are more diagnostic and geared towards understanding the psychological factors that explain or predict a specific behavior, theories of change are more process-oriented and generally aimed at changing a given behavior. Thus, from this perspective, understanding and changing behavior are two separate but complementary lines of scientific investigation.
The Design of Everyday Things is a best-selling book by cognitive scientist and usability engineer Donald Norman about how design serves as the communication between object and user, and how to optimize that conduit of communication in order to make the experience of using the object pleasurable. One of the main premises of the book is that although people are often keen to blame themselves when objects appear to malfunction, it is not the fault of the user but rather the lack of intuitive guidance that should be present in the design.
The term natural mapping comes from proper and natural arrangements for the relations between controls and their movements to the outcome from such action into the world. The real function of natural mappings is to reduce the need for any information from a user’s memory to perform a task. This term is widely used in the areas of human-computer interaction (HCI) and interactive design. Leveraging the concept of mapping helps bridge the gulf of evaluation and the gulf of execution, which refer to the gap between the user's understanding of the system and the actual state of the system and the gap between the user's goal and how to achieve that goal with the interface, respectively. By mapping controls to mirror the real world, the user will find it easier to create a mental model of the control and use the control to achieve their desired intention.
The health action process approach (HAPA) is a psychological theory of health behavior change, developed by Ralf Schwarzer, Professor of Psychology at the Freie University Berlin of Berlin, Germany and SWPS University of Social Sciences and Humanities, Wroclaw, Poland, first published in 1992.
An intention is a mental state in which the agent commits themselves to a course of action. Having the plan to visit the zoo tomorrow is an example of an intention. The action plan is the content of the intention while the commitment is the attitude towards this content. Other mental states can have action plans as their content, as when one admires a plan, but differ from intentions since they do not involve a practical commitment to realizing this plan. Successful intentions bring about the intended course of action while unsuccessful intentions fail to do so. Intentions, like many other mental states, have intentionality: they represent possible states of affairs.
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