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Balancing Cognitive Limits of Humans with Marketing Demands Designing successful user experiences for pervasive, often invisible technologies, require us to find new ways to balance the cognitive limits of end users with the accelerated drive to develop innovative and marketable technology. At the same time, designs must also address the business goals that contribute to a return on the technology investment. Consider, for example, the implications of paying for drive-through fast food using the E-Z Pass—the device that automatically registers highway tolls that many people already have in their cars. The technology is seamless and virtually invisible to the…
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