What is economic rationality?

What is Ecological Rationality?

• and what are its implications (and ?

• Answer:

  Ecological Rationality is the concept of aiding the reasoning process by aligning heuristic structure with environmental structure and using aligned heuristics for reliable, rapid and computationally efficient decision-making. One underlying tenet of ecological rationality is that the structure in realistically bounded environments creates cues that can be evaluated by a heuristic to rapidly arrive at decisions. When combined with related heuristic techniques, ecological rationality potentially calls into question the net value of calculating multiple regression in AI algorithms. The implications for UI/UX design can be many and complex. A simplistic implication is that the user experience will better for sites designed to reflect the environmental structure surrounding your offering. With the ubiquity of people using GUIs, the bounding of environmental structure can be challenging. I suggest that designers review Don Norman literature, particularly on affordances; this comes at ecological rationality from the right direction for a UI/UX designer.