004Effect
Cognitive Load
The 'working memory' required to complete a task.
Why it matters
The theory is that the potential of your short-term memory is limited, and the brain cannot process an infinite number of 'things'.
Although hard to accurately measure, the cognitive load refers to the amount of strain your processing unit (brain) is under, at that moment.
Plenty of products have a high cognitive load—it doesn't necessarily make something bad.
For example, playing a fast-paced video game like Call of Duty requires a lot of concentration, and demands 'processing power' (of your brain).
You need both attention and interest to handle the cognitive load, but everyone will break eventually.
What you need to be mindful of is having a high cognitive load, on something that isn't enjoyable (or interesting).
Churn:
• People will actively churn from highly stressful situations.
What to inspect
- Check whether the experience reflects this: People will actively churn from highly stressful situations.
- Check whether the experience reflects this: Although hard to accurately measure, the cognitive load refers to the amount of strain your processing unit (brain) is under, at that moment.
- Map each visible element to how it supports or undermines: The 'working memory' required to complete a task.
- Walk the primary task once with time pressure; note where attention drops.
- Ask a colleague unfamiliar with the product to paraphrase the screen in one sentence.
Common anti-patterns
- Assuming users consciously notice every place where "The 'working memory' required to complete a task" could apply.
- Dense copy and parallel actions that increase mental effort unrelated to the user’s goal.
- Ignoring downstream effects on churn when shipping this pattern.
Critique prompts
- People will actively churn from highly stressful situations.
- Although hard to accurately measure, the cognitive load refers to the amount of strain your processing unit (brain) is under, at that moment.
- Where on this screen would "Cognitive Load" show up as friction or misunderstanding?
- What would a first-time user misunderstand here in under five seconds?