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Designing for Awareness in the Attention Economy
 

Designing for Awareness in the Attention Economy

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Your customers have a finite set of awareness as they are trying to sift through competing messages in multiple channels. Marketers and designers that understand the various levels of human attention ...

Your customers have a finite set of awareness as they are trying to sift through competing messages in multiple channels. Marketers and designers that understand the various levels of human attention and how you can design more effectively for attention will reach their audience.

Taylor Cowan and Brian Sullivan presented this presentation at SxSW 2012 to a standing room only crowd.

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  • HI READERS! I'D LIKE TO DIRECT YOUR ATTENTION TO THIS AWESOME PRESENTATION ON designing 4 AtTeNtIOn!!! !!! !!! !!! !!!
    Attention is where everything starts, and if you don't have your viewer's attention it's also where it ends. Thank you Brian.
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  • Great examples, and well done in sprinkling in attention boosters throughout. I'd be willing to bet you dig Oren Klaff's 'Pitch Anything' work - would be right up your alley (I've bought dozens of copies to give to clients, partners, friends... not family. yet!).
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    Designing for Awareness in the Attention Economy Designing for Awareness in the Attention Economy Presentation Transcript

    • SxSW Interactive 2012Brian Sullivan & Taylor Cowan
    • Brian Sullivanbigdesignconference.comI help people with theirUsability Needs
    • Clap Three Times, if You Like the Nerd Boot!
    • @bigdesign@BrianKSullivan
    • Did You Know?Yawning cools your brain, which increases your alertness.
    • Time Shift:It is like a maniacal paperboy delivering every 10 seconds.
    • Did You Know?Sustained attention wanes after 10 minutes. Next topic!
    • Classic Definition of Awareness Attention is the taking possession by the mind, in clear and vivid form, of one out of what seem several simultaneously possible objects or trains of thought. Focalization, concentration, of consciousness are of its essence. -William James
    • Attention Distraction Implies Implies Focus Disorder
    • Attention Economy (1971) The wealth of information means a dearth of something else: a scarcity of whatever it is that information consumes, (which is) the attention of its recipients. A wealth of information creates a poverty of attention and a need to allocate that attention efficiently among the overabundance of information sources that might consume it. -Herbert Simon (1971)
    • Information Attention Scarcity Scarcity
    • Did You Know?You are bombarded by 400 billion bits of data per second,but you are aware of only 2,000 bits. (MIT, 2009)
    • Attention Currency (2001) Attention is focused mental engagement on a particular item of information. Items come into our awareness, we attend to a particular item, and then we decide whether to act. -Tom Davenport(2001)
    • Awareness to Engagement Modified: Daniel Michelis (2011)
    • Did You Know?UX Design Models do not “pay attention” to attention.
    • Did You Know?Dark chocolate has ingredients that increase awareness.
    • Your Attention Modes
    • Passive Attention [pas-iv] [uh-ten-shuhn] Passive attention is involuntary use of attention. Some scholars have called it “being in auto-pilot.” People usually snap out of passive attention because of an external factor (sudden loud noise).
    • Passive Mode:You perform a mundane task (likedriving to work for 500th time), so itdoes not require your full attention.-The laundry is piled up.- I need to go to the store.- I need money from the ATM.When you almost hit a car, yourattention moves to ACTIVE mode!!!
    • Active Attention [ak-tiv] [uh-ten-shuhn] Active attention is the voluntary focusing of attention under difficulties, attention by disregarding distraction, attention to which there are rival claimants, — in short, choosing to mentally focus on something.
    • Active Mode:You perform a task that requiresyour full attention.- A surgeon focuses on a patient- An athlete focuses on a free-throw- Ice climbing on a slippery slopeYou attention is very focused inactive mode.
    • Did You Know?Yoga boosts oxygen to your brain for better concentration.
    • Types of Active Attention
    • Active Attention Types:1. Normal2. Concentration3. Selective4. Alternating5. Divided
    • Active Attention Types: 1. Normal 2. Concentration 3. Selective 4. Alternating 5. DividedNormal attention is when you focus on a single task.
    • Normal Attention:You consciously focus on a singletask:- Nurse listens to the heart monitor- Player blocks a basketball shot- Clown juggles 7 ballsPeople perform best when they focuson a single task.
    • Active Attention Types: 1. Normal 2. Concentration 3. Selective 4. Alternating 5. Divided Concentration is sustained focus on activity, where youpurposely avoid distractions, stretch your current skills, or do something you consider to be very important.
    • Concentration: Concentration is a sustained focus, usually dealing with distractions, doing something important, or doing something beyond your normal limits. - Listening to someone at a noisy party - Reading a book - Doing a skateboard stuntTuning out conversations at a party to talk with someone important.
    • Concentration: Concentration is a sustained focus, usually dealing with distractions, doing something important, or doing something beyond your normal limits. - Listening to someone at a noisy party - Reading a book - Doing a skateboard stuntReading a book for a school or work project, so you focus on specific information.
    • A gymnast adding a new twist to the vault during a competition (in the finals).
    • Active Attention Types: 1. Normal 2. Concentration 3. Selective 4. Alternating 5. DividedSelective attention is unconsciously blocking out other stimulus, while you are performing some task.
    • Read Italics, then Read BoldYou can Bold read just letters theitalics can words on also be this page,read if you because try of with little,selective or no, attention difficulty.
    • Selective Attention:Selective attention is just how ourbrain processes information in ourvisual field. People miss largechunks of data in their visual field.- Banner Blindness- Not understanding a page changed- Not seeing the gorillaYou selectively “ignore” a lot ofthings. In the Selective Attentiontests on You Tube, you might miss:- A Gorilla- A moon-walking bear- A storm trooper- Child-dressed up as a Ninja Turtle
    • Active Attention Types: 1. Normal 2. Concentration 3. Selective 4. Alternating 5. DividedAlternating attention is focus in on one task andyou “tune in” to another one from time to time.
    • Concentration: Concentration is a sustained focus, usually dealing with distractions, doing something important, or doing something beyond your normal limits. - Listening to someone at a noisy party - Reading a book - Doing a skateboard stuntYou are reading a book for pleasure, while an episode of “Family Guy” plays on TV.
    • “That’s pretty freakin’ sweet. It’s one of the Star Wars episodes. Have I seen it?”
    • Concentration: Concentration is a sustained focus, usually dealing with distractions, doing something important, or doing something beyond your normal limits. - Listening to someone at a noisy party - Reading a book - Doing a skateboard stunt“I’ve seen that episode back to the book.” (for now)
    • “That’s pretty freakin’ sweet, Brian! I love this part. Sure, my reading can wait.”
    • “Hello, ladies, look at your man, now back to me, now back at your man, now back to me. Sadly, he isn’t me, but if he stopped using ladies scented body wash and switched to Old Spice, he could smell like he’s me. Look down, back up, where are you? You’re on a boat with the man your man could smell like. What’s in your hand, back at me. I have it, it’s an oyster with two tickets to that thing you love. Look again, the tickets are now diamonds. Anything is possible when your man smells like Old Spice and not a lady. I’m on a horse.” [Smell like a man, man. Old Spice]Did You Know?Alternating attention was used in Old Spice commercials.
    • Active Attention Types: 1. Normal 2. Concentration 3. Selective 4. Alternating 5. DividedDivided attention is when you split your attention between many things. You don’t really focus on any one task.
    • Myths About Multi-tasking You do not multi-task. You do rapid task switching. Better to complete one task. Task efficiency decreases with each additional task. Digital natives think they are great multi-taskers: - Do homework - Update Facebook - Search Internet
    • Awareness to Engagement Modified: Daniel Michelis (2011)
    • Design Strategies for Awareness
    • Taylor Cowantaylorcowanonline.com @tcowanI help people with theirCloud Solutions& Architecture
    • Did you know  Green teaDid You Know?Green tea improves your memory & ability to learn!
    • Attention Economy:1. Two Strategies2. Three Methods
    • Attention Economy:1. Two Strategies - User-based - Design-based2. Three Methods
    • Verbal Protocols (6 Thinking Hats)  White = Neutral  Blue = Organize  Green = Creative  Yellow = Positive  Black = Critical  Red = Emotional
    • Advanced Training Saves Lives
    • Simple Checklists are Effective  WHO adopts it in 2008: - 8 Tanzania hospitals - Deaths reduced almost 50% - Post-surgery issues reduced over 35%  Only checklist was adopted: - No new equipment bought - No extra money spent Checklist Manifesto (2007) - Results were in 6 months
    • Attention Economy:1. Two Strategies - User-based - Design-based2. Three Methods
    • Awareness to Engagement Modified: Daniel Michelis (2011)
    • Awareness Spectrum
    • Passive Awareness On One EndPassive
    • Active Awareness At Other EndPassive Active
    • Ignore, the Most Passive Data Passive ActiveIgnore
    • Notify Users of Important DataPassive Active Notify
    • Interrupt Users for Critical DataPassive Active Interrupt
    • Develop an Ignore Strategy Passive ActiveIgnoreIgnore Strategy: You want to purposely ignore data that is irrelevant, old, or redundant. Designers become attention bankers. They “pay” attention to the data shown to their customers.
    • To help users ignore data, you can do these things:delete, hide, order, bury, reduce, archive, and more.
    • Be Subtle with Notifications Passive Active NotifyNotification Strategy: You want to notify your customers of potentially, important data. Designers are “information brokers” in this space, respecting their customers and their context.
    • Notifications are Subtle  Edges of page (ex: an ESPN scoreboard)  Show a change (ex: red bubbles on Facebook)  Personal (ex: caller name or ring tone)  Seen in widgets (ex: Fans on NASCAR)
    • Do’s and Don’ts of Notification Do these things: - Put them on the “fringe” of the eye path - Use contrasting colors, so user can see them - Small objects size mean less importance Do not do these things: - Do not force unimportant messages - Do not use animation (especially, blinking) - Do not use notifications for life & death situations (interrupt people)
    • You can see a lotby looking around! Yogi Berra
    • Try and spot all ofthe notifications on one page.
    • Notification of 1 new item.
    • Notification of 1 new item. No pic (usually spammer).
    • Notification of 1 new item. No pic (usually spammer). This item is new.
    • Notification of 1 new item. No pic (usually spammer).Damn, an advertisement! This item is new.
    • Notification of 1 new item. No pic (usually spammer). Short URL (by Owl.ly)Damn, an advertisement! This item is new.
    • Notification of 1 new item. No pic (usually spammer). Short URL (by Owl.ly)Damn, an advertisement! This item is new. Hashtag for like posts
    • Notification of 1 new item. No pic (usually spammer). Short URL (by Owl.ly)Damn, an advertisement! This item is new. See conversation thread Hashtag for like posts
    • Did We Tell You?Dark chocolate has ingredients that increase awareness.
    • Be Serious about InterruptionsPassive Active Interrupt
    • Make Interruptions Obvious Passive Active InterruptInterruption Strategy: You must interrupt people for significantly events. Designers should take a “tell (not ask)” approach with interruptions. All interruptions should be obvious.
    • Interruptions are Obvious  Require immediate attention (ex: heart flatlines)  Single page with one message (ex: Amber Alert)  Binary choice in center of page (ex: Confirmation page)
    • Interruption Do’s and Don’ts Do these things: - Use large objects to show major importance - Consider showing only one thing - Use multi-sensory design (sight & sound) Do not do these things: - Do not show once (force users to click or tap) - Do not be subtle (you must be obvious) - Do not put on the fringe of the eye path (center of screen is best)
    • Did You Know?Sound is the best interruption mode. Vibrations, heat,smell, color, and light were not even close. (Welch, 1986)
    • Call of Duty—Player Notification
    • PiX3L Monkey is Online
    • Pop-up is Gone, Still Playing
    • I’m Missing My Game - Level 53 - 17 Awards - 10 Boosts - 22 Missions - 88 Medals - 42 Weapons - 12 Friends - 76 Enemies Completed: Zombie Moscow Level
    • A notification strategydoes not have to exist onthe fringe of your design.It can be meaningfullyplaced into the mainviewing area.
    •  1 missed call voicemail 2 text messages 2 unread emails Partly cloudy46 degrees No meetings on Saturday, 29th
    • Make It Multi-Modal  Different parts of the brain process information.  Multi-modal designs use different sensory triggers in the brain. Did you know…….. Neuroscientists recommend doctors play classical music in surgery. It relaxes the stress centers of the brain and seems to aid to eye-hand coordination.
    • Recite Ingredients of a Big Mac
    • You Know Them By Heart Two all beef patties, special sauce, lettuce, cheese, pickles, and onions on a sesame seed bun.
    • Multi-modal Encoding in Memory You know these ingredients because of multi-modal encoding (see, smell, taste, feel, eat, sing the words).
    • Common Multi-Modal Patterns Vibration of a game controller Temperature activated labels Change color on selection
    • Next, Interaction Design
    • Good Panoramas make use ofrelevant information  Recent items  Nearby items
    • Interactions Are Personal  Allows for exploration  Entices Interest  Leads to focus
    • Far NearPast Future
    • Interactions with Context Recent Popular Frequent Events Share What Others Like Recommendations Location (or Nearby)
    • Last Example: Fandango Swipe, tap, or pinch You can see: - In Theaters Now - Within 15 miles - Opening This Week - Reviews - Coming Soon Interactions + Context ----------------- Awareness
    • Four Final Questions In your area, what things do you need to make your customers aware of?
    • Four Final Questions Are you using the right awareness strategy for alerts and notifications?
    • Four Final Questions How you can use these awareness methods (user training, interactions, multi-modal design, mind maps)?
    • Four Final QuestionsHow can you use mind maps of timeand spatial awareness?
    • Thanks for Paying Attention! Taylor Cowan @tcowan taylorcowanonline.com Brian Sullivan @bigdesign @BrianKSullivan bigdesignevents.com