0
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 f...
Attention   Distraction Implies     Implies  Focus      Disorder
Attention Economy (1971)           The wealth of information means a           dearth of something else: a scarcity of    ...
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 ...
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 ...
Passive Mode:You perform a mundane task (likedriving to work for 500th time), so itdoes not require your full attention.-T...
Active Attention [ak-tiv] [uh-ten-shuhn] Active attention is the voluntary focusing of attention under difficulties, atten...
Active Mode:You perform a task that requiresyour full attention.- A surgeon focuses on a patient- An athlete focuses on a ...
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                    ...
Normal Attention:You consciously focus on a singletask:- Nurse listens to the heart monitor- Player blocks a basketball sh...
Active Attention Types:                                 1. Normal                                 2. Concentration        ...
Concentration:                        Concentration is a sustained focus,                        usually dealing with dist...
Concentration:                           Concentration is a sustained focus,                           usually dealing wit...
A gymnast adding a new twist to the vault   during a competition (in the finals).
Active Attention Types:                            1. Normal                            2. Concentration                  ...
Read Italics, then Read BoldYou can Bold read just letters theitalics can words on also be this page,read if you because t...
Selective Attention:Selective attention is just how ourbrain processes information in ourvisual field. People miss largech...
Active Attention Types:                          1. Normal                          2. Concentration                      ...
Concentration:                          Concentration is a sustained focus,                          usually dealing with ...
“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 ...
“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.            ...
Active Attention Types:                               1. Normal                               2. Concentration            ...
Myths About Multi-tasking You do not multi-task. You do rapid task switching. Better to complete one task. Task effici...
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                  ...
Advanced Training Saves Lives
Simple Checklists are Effective                                 WHO adopts it in 2008:                                 - ...
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 help users ignore data, you can do these things:delete, hide, order, bury, reduce, archive, and more.
Be Subtle with Notifications  Passive                                             Active                            Notify...
Notifications are Subtle      Edges of page (ex: an ESPN scoreboard)      Show a change (ex: red bubbles on Facebook)   ...
Do’s and Don’ts of Notification Do these things:  - Put them on the “fringe” of the eye path  - Use contrasting colors, s...
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!           ...
Notification of 1 new item.                                    No pic (usually spammer).                                  ...
Notification of 1 new item.                                       No pic (usually spammer).                               ...
Notification of 1 new item.                                       No pic (usually spammer).                               ...
Did We Tell You?Dark chocolate has ingredients that increase awareness.
Be Serious about InterruptionsPassive                      Active                            Interrupt
Make Interruptions Obvious  Passive                                            Active                                     ...
Interruptions are Obvious              Require immediate attention               (ex: heart flatlines)              Sing...
Interruption Do’s and Don’ts Do these things:  - Use large objects to show major importance  - Consider showing only one ...
Did You Know?Sound is the best interruption mode. Vibrations, heat,smell, color, and light were not even close. (Welch, 19...
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 Weapo...
A notification strategydoes not have to exist onthe fringe of your design.It can be meaningfullyplaced into the mainviewin...
   1 missed call   voicemail   2 text messages   2 unread emails   Partly cloudy46 degrees   No meetings on Saturday...
Make It Multi-Modal               Different parts of the brain                process information.               Multi-m...
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, s...
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                 ...
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  - R...
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 Su...
Designing for Awareness in the Attention Economy
Designing for Awareness in the Attention Economy
Designing for Awareness in the Attention Economy
Designing for Awareness in the Attention Economy
Designing for Awareness in the Attention Economy
Designing for Awareness in the Attention Economy
Designing for Awareness in the Attention Economy
Designing for Awareness in the Attention Economy
Designing for Awareness in the Attention Economy
Designing for Awareness in the Attention Economy
Designing for Awareness in the Attention Economy
Designing for Awareness in the Attention Economy
Designing for Awareness in the Attention Economy
Designing for Awareness in the Attention Economy
Designing for Awareness in the Attention Economy
Designing for Awareness in the Attention Economy
Designing for Awareness in the Attention Economy
Designing for Awareness in the Attention Economy
Designing for Awareness in the Attention Economy
Designing for Awareness in the Attention Economy
Designing for Awareness in the Attention Economy
Designing for Awareness in the Attention Economy
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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 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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Transcript of "Designing for Awareness in the Attention Economy"

  1. 1. SxSW Interactive 2012Brian Sullivan & Taylor Cowan
  2. 2. Brian Sullivanbigdesignconference.comI help people with theirUsability Needs
  3. 3. Clap Three Times, if You Like the Nerd Boot!
  4. 4. @bigdesign@BrianKSullivan
  5. 5. Did You Know?Yawning cools your brain, which increases your alertness.
  6. 6. Time Shift:It is like a maniacal paperboy delivering every 10 seconds.
  7. 7. Did You Know?Sustained attention wanes after 10 minutes. Next topic!
  8. 8. 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
  9. 9. Attention Distraction Implies Implies Focus Disorder
  10. 10. 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)
  11. 11. Information Attention Scarcity Scarcity
  12. 12. 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)
  13. 13. 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)
  14. 14. Awareness to Engagement Modified: Daniel Michelis (2011)
  15. 15. Did You Know?UX Design Models do not “pay attention” to attention.
  16. 16. Did You Know?Dark chocolate has ingredients that increase awareness.
  17. 17. Your Attention Modes
  18. 18. 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).
  19. 19. 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!!!
  20. 20. 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.
  21. 21. 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.
  22. 22. Did You Know?Yoga boosts oxygen to your brain for better concentration.
  23. 23. Types of Active Attention
  24. 24. Active Attention Types:1. Normal2. Concentration3. Selective4. Alternating5. Divided
  25. 25. Active Attention Types: 1. Normal 2. Concentration 3. Selective 4. Alternating 5. DividedNormal attention is when you focus on a single task.
  26. 26. 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.
  27. 27. 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.
  28. 28. 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.
  29. 29. 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.
  30. 30. A gymnast adding a new twist to the vault during a competition (in the finals).
  31. 31. 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.
  32. 32. 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.
  33. 33. 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
  34. 34. 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.
  35. 35. 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.
  36. 36. “That’s pretty freakin’ sweet. It’s one of the Star Wars episodes. Have I seen it?”
  37. 37. 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)
  38. 38. “That’s pretty freakin’ sweet, Brian! I love this part. Sure, my reading can wait.”
  39. 39. “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.
  40. 40. 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.
  41. 41. 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
  42. 42. Awareness to Engagement Modified: Daniel Michelis (2011)
  43. 43. Design Strategies for Awareness
  44. 44. Taylor Cowantaylorcowanonline.com @tcowanI help people with theirCloud Solutions& Architecture
  45. 45. Did you know  Green teaDid You Know?Green tea improves your memory & ability to learn!
  46. 46. Attention Economy:1. Two Strategies2. Three Methods
  47. 47. Attention Economy:1. Two Strategies - User-based - Design-based2. Three Methods
  48. 48. Verbal Protocols (6 Thinking Hats)  White = Neutral  Blue = Organize  Green = Creative  Yellow = Positive  Black = Critical  Red = Emotional
  49. 49. Advanced Training Saves Lives
  50. 50. 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
  51. 51. Attention Economy:1. Two Strategies - User-based - Design-based2. Three Methods
  52. 52. Awareness to Engagement Modified: Daniel Michelis (2011)
  53. 53. Awareness Spectrum
  54. 54. Passive Awareness On One EndPassive
  55. 55. Active Awareness At Other EndPassive Active
  56. 56. Ignore, the Most Passive Data Passive ActiveIgnore
  57. 57. Notify Users of Important DataPassive Active Notify
  58. 58. Interrupt Users for Critical DataPassive Active Interrupt
  59. 59. 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.
  60. 60. To help users ignore data, you can do these things:delete, hide, order, bury, reduce, archive, and more.
  61. 61. 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.
  62. 62. 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)
  63. 63. 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)
  64. 64. You can see a lotby looking around! Yogi Berra
  65. 65. Try and spot all ofthe notifications on one page.
  66. 66. Notification of 1 new item.
  67. 67. Notification of 1 new item. No pic (usually spammer).
  68. 68. Notification of 1 new item. No pic (usually spammer). This item is new.
  69. 69. Notification of 1 new item. No pic (usually spammer).Damn, an advertisement! This item is new.
  70. 70. Notification of 1 new item. No pic (usually spammer). Short URL (by Owl.ly)Damn, an advertisement! This item is new.
  71. 71. 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
  72. 72. 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
  73. 73. Did We Tell You?Dark chocolate has ingredients that increase awareness.
  74. 74. Be Serious about InterruptionsPassive Active Interrupt
  75. 75. 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.
  76. 76. 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)
  77. 77. 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)
  78. 78. Did You Know?Sound is the best interruption mode. Vibrations, heat,smell, color, and light were not even close. (Welch, 1986)
  79. 79. Call of Duty—Player Notification
  80. 80. PiX3L Monkey is Online
  81. 81. Pop-up is Gone, Still Playing
  82. 82. 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
  83. 83. A notification strategydoes not have to exist onthe fringe of your design.It can be meaningfullyplaced into the mainviewing area.
  84. 84.  1 missed call voicemail 2 text messages 2 unread emails Partly cloudy46 degrees No meetings on Saturday, 29th
  85. 85. 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.
  86. 86. Recite Ingredients of a Big Mac
  87. 87. You Know Them By Heart Two all beef patties, special sauce, lettuce, cheese, pickles, and onions on a sesame seed bun.
  88. 88. Multi-modal Encoding in Memory You know these ingredients because of multi-modal encoding (see, smell, taste, feel, eat, sing the words).
  89. 89. Common Multi-Modal Patterns Vibration of a game controller Temperature activated labels Change color on selection
  90. 90. Next, Interaction Design
  91. 91. Good Panoramas make use ofrelevant information  Recent items  Nearby items
  92. 92. Interactions Are Personal  Allows for exploration  Entices Interest  Leads to focus
  93. 93. Far NearPast Future
  94. 94. Interactions with Context Recent Popular Frequent Events Share What Others Like Recommendations Location (or Nearby)
  95. 95. 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
  96. 96. Four Final Questions In your area, what things do you need to make your customers aware of?
  97. 97. Four Final Questions Are you using the right awareness strategy for alerts and notifications?
  98. 98. Four Final Questions How you can use these awareness methods (user training, interactions, multi-modal design, mind maps)?
  99. 99. Four Final QuestionsHow can you use mind maps of timeand spatial awareness?
  100. 100. Thanks for Paying Attention! Taylor Cowan @tcowan taylorcowanonline.com Brian Sullivan @bigdesign @BrianKSullivan bigdesignevents.com
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