Codemotion Milan 2014 - B00bs, Kittens and Celebs

MILAN 28-29 NOV 2014
- Hoang C. Huynh
Hoang C. Huynh
BOOBS, KITTENS
AND CELEBRITIES
An UX talk about the importance of the Attention
Internet is a beautiful Pandora’s box full of everything and today we
design features for a wide range of scenarios and experiences:
not only fancy funny stuffs, but also serious things and complex
interactions, from managing your bank account to your everyday work.
We are swiftly shifting behaviors, habits and traditional problems to the
digital context where we have to face an unsolved challenge: keeping
high the attention level on mission critical tasks.
Boobs, Kittens and Celebs

Hi, I’m Hoang!
I Am Learning German
I Am Easily Bored
I Love Technologies
I Design
Experiences
@aetheros

- Hoang C. Huynh
WE WILL TALK ABOUT
A LOT OF THINGS
DISCLAIMER

- Hoang C. Huynh
#SHIRTSTORM DISCLAIMER
WE WILL TALK ABOUT
A LOT OF THINGS not boobs

- Hoang C. Huynh
WHAT ARE THE
FOUNDATIONS
OF THE INTERNET?

- Hoang C. Huynh
1,127,038,036
Websites online right now
@Internetlivestats

- Hoang C. Huynh
@Internetlivestats

- Hoang C. Huynh

- Hoang C. Huynh
#BOOBS
@Aphex Twin - Windowlicker
#DESIRES

- Hoang C. Huynh
#BOOBS
@Some guy in the internet
#DESIRES

- Hoang C. Huynh
#KITTENS
#EMOTIONS

- Hoang C. Huynh
#CELEBS
@Paper
#ASPIRATIONS

- Hoang C. Huynh
UX is not UI

- Hoang C. Huynh
NOT SO VISUAL EXPERIENCES
@Warner Bros - Lord of the Rings
WHAT KIND OF SORCERY IS THIS ?

- Hoang C. Huynh
THAT’S INTERESTING

- Hoang C. Huynh
INFAMOUS F24

- Hoang C. Huynh
INFAMOUS F24
WEIRD GESTALTIC LAYOUT

- Hoang C. Huynh
INFAMOUS F24
OBSCURE LINGO

- Hoang C. Huynh
DIGITAL EDITION
INFAMOUS F24

- Hoang C. Huynh
DIGITAL INTERPRETATION
INFAMOUS F24

- Hoang C. Huynh
DIGITAL RE-INTERPRETATION
INFAMOUS F24

- Hoang C. Huynh
CENSUS
1Understand the Question
2Recall the Information
3Collect the Information
4Formulate an Answer
5Evaluate & Take Action

- Hoang C. Huynh
CENSUS
…AGAIN

- Hoang C. Huynh
…AND AGAIN

- Hoang C. Huynh
ATTENTION ERRORS PERFORMANCE
@Madelta

- Hoang C. Huynh
I KNEW NOTHING
@HBO - Game of Thrones

- Hoang C. Huynh
Essentially,
all models are wrong,
but some are useful
George E. P. Box, Statistician
No scheme is particularly useful
Partly because humans are complex
Schemes do not capture that complexity
Often the full facts are not available

- Hoang C. Huynh
‣ Humans don’t process all incoming sensory signals
‣ Information processing starts very early by seeking out, focusing, and
selecting aspects of the available information
‣ Attention is the mechanism by which we restrict processing to only a
small fraction of the possible amount of information
‣ It includes both conscious processes and unconscious processes
‣ Cognitive processes (such as object identification) are the end result
of unconscious processing (visual grouping processes)
ATTENTION

- Hoang C. Huynh
CAN I HAVE YOUR
ATTENTION ? Usually we tend to say that we can keep the
attention high for more or less 15 minutes.
That’s not true.

- Hoang C. Huynh
WHAT ABOUT
THE BRAIN ?
@Scrubs
WELL, I’M NOT A DOCTOR

- Hoang C. Huynh
The FRONTAL ATTENTIONAL system
‣ Attentional control in the frontal lobes
regulates which events to attend to
and which events to ignore
‣ Executive control, planning. and
awareness
The PARIETAL ATTENTIONAL system
‣ Controls visual-spatial attention
‣ Modulates perceptual processing
Multiple MODALITY-SPECIFIC systems
Selective modulation of processing in auditory cortex, visual
cortex, etc.

- Hoang C. Huynh
In cognitive psychology, cognitive load refers to the total amount of mental effort
being used in the working memory. Cognitive load theory was developed out of
the study of problem solving by John Sweller in the late 1980s. Sweller argued that
instructional design can be used to reduce cognitive load in learners.
@Mimi and Eunice
COGNITIVE LOAD

- Hoang C. Huynh
@Kelly Morgan

- Hoang C. Huynh
@UXMag

- Hoang C. Huynh
COMPLEXITY
IN ORDER TO KEEP
ATTENTION HIGH

- Hoang C. Huynh
Vigilance
‣ Waiting your turn in line at the doctor
Selective attention
‣ Listening to the speaker announce at the train station
Divided attention
‣ Watching a TV serial while buying online
Search
‣ Searching for someone in the crowd
ATTENTION

- Hoang C. Huynh
@Universal Pictures - The Bourne Identity
VIGILANCE refers to the ability to attend to a
situation for an extended period of time
The goal usually is the detection of
“something”, usually a “signal”

- Hoang C. Huynh
SELECTIVE ATTENTION
@The Awareness Test / The Gorilla Experiment

- Hoang C. Huynh
@FOX - The Simpson
People can perform more than one
task at a time (multi-tasking)
DIVIDED ATTENTION

- Hoang C. Huynh
STRUCTURAL FUNCTIONAL
FILTER MODEL RESOURCE LIMITED MODEL
2 STAGES
NEISSER MODEL
@DSYNEGRAFIX @MiPersonalEnCasa

- Hoang C. Huynh
STRUCTURAL
FILTER MODEL
how far unattended
informations are
processed
‣ BOTTLENECKS
‣ EARLY VS LATE
@DSYNEGRAFIX

- Hoang C. Huynh
SENSORY
PERCEPTION
ACTION
SHORT TERM
MEMORY
INFO
PROCESSING
SENSORY
BUFFER
What we “decide” to perceive is based partially on:
‣ The strength of the perceptual event (signal)
‣ The amount of background events (noise)
‣ A subjective threshold of the relative strength of signal to noise
‣ The benefits of detecting a signal vs. the costs of not detecting it
‣ Expectancies
‣ Selective attention

- Hoang C. Huynh
SENSORY
PERCEPTION
ACTION
SHORT TERM
MEMORY
INFO
PROCESSING
SENSORY
BUFFER
BROADBENT
1958
1958
“I am the father of the
dichotic listening”
Donald Broadbent, psychologist

- Hoang C. Huynh
SENSORY
PERCEPTION
Information is blocked early for unattended channel
ACTION
SHORT TERM
MEMORY
INFO
PROCESSING
SENSORY
BUFFER
BROADBENT
1958
‣ Information is filtered at an early,
sensory level
‣ On l y 1 c han n e l of s e n s or y
information proceeds through this
filter (bottleneck) and is interpreted
‣ Other stimuli with salient sensory
characteristics can also pass
through this filter

- Hoang C. Huynh
SENSORY
PERCEPTION
ACTION
SHORT TERM
MEMORY
INFO
PROCESSING
SHORT TERM
MEMORY
INFO
PROCESSING
SENSORY
BUFFER
INPUT A
BROADBENT
1958
INPUT B
SENSORY
BUFFER
SELECTION
FILTER EARLY SELECTION MODEL

- Hoang C. Huynh
SENSORY
PERCEPTION
ACTION
SHORT TERM
MEMORY
INFO
PROCESSING
SENSORY
BUFFER
TREISMAN
1963
BROADBENT
1958
“The supporter of the dichotic
listening was (probably) wrong”
1963
Anna Treisman, psychologist

- Hoang C. Huynh
SENSORY
PERCEPTION
Information is attenuated differentially for channels
ACTION
SHORT TERM
MEMORY
INFO
PROCESSING
SENSORY
BUFFER
TREISMAN
1963
BROADBENT
1958
‣ A filter determines how much information from
each channel is being processed
‣ Perceptual processing is limited in capacity
‣ This model allows for highly relevant information
to be interpreted, even if the channel is not
attended

- Hoang C. Huynh
THE COCKTAIL EFFECT
@GoPixPic
PARTY

- Hoang C. Huynh
KNEEL BEFORE ZOD
@Man of Steel

- Hoang C. Huynh
@Man of Steel
IT TOOK ME A LIFE TO
MASTER IT

- Hoang C. Huynh
SENSORY
PERCEPTION
ACTION
SHORT TERM
MEMORY
SENSORY
BUFFER
SHORT TERM
MEMORY
INFO
PROCESSING
SENSORY
BUFFER
INPUT A
TREISMAN
1963
INPUT B
INFO
PROCESSING
ATTENUATOR
FILTER
BROADBENT
1958
ATTENUATION MODEL

- Hoang C. Huynh
BROADBENT
1958
SENSORY
PERCEPTION
ACTION
SHORT TERM
MEMORY
INFO
PROCESSING
SENSORY
BUFFER
TREISMAN
1963
DEUTSCH DEUSTCH
1964
1964
“Meaning Means”
J.Anthony and Diana Deutsch, psychologists

- Hoang C. Huynh
BROADBENT
1958
SENSORY
PERCEPTION
Information from all channels is perceptually processed
ACTION
SHORT TERM
MEMORY
INFO
PROCESSING
SENSORY
BUFFER
TREISMAN
1963
DEUTSCH DEUSTCH
1964
‣ Selection occurs late, after perceptual processing has
interpreted the stimulus
‣ Processing bottleneck occurs when items have to be
placed in short-term memory

- Hoang C. Huynh
BROADBENT
1958
SENSORY
PERCEPTION
ACTION
DEUTSCH DEUSTCH
SHORT TERM
MEMORY
SENSORY
BUFFER
SHORT TERM
MEMORY
INFO
PROCESSING
SENSORY
BUFFER
INPUT A
TREISMAN
1963
INPUT B
INFO
1964
PROCESSING
WEIGHT / MEANING
FILTER
LATE SELECTION MODEL

- Hoang C. Huynh
AND THEN WE ARE GOING
ALL DOWN THE WAY

- Hoang C. Huynh
BROADBENT
1958
SENSORY
PERCEPTION
ACTION
SHORT TERM
MEMORY
SENSORY
BUFFER
SHORT TERM
MEMORY
INFO
PROCESSING
SENSORY
BUFFER
INPUT A
TREISMAN
1963
INPUT B
INFO
PROCESSING
SELECTOR
DEUTSCH DEUSTCH
1964
SMITH
1967

- Hoang C. Huynh
BROADBENT
1958
SENSORY
PERCEPTION
ACTION
SHORT TERM
MEMORY
SENSORY
BUFFER
SHORT TERM
MEMORY
INFO
PROCESSING
SENSORY
BUFFER
INPUT A
TREISMAN
1963
INPUT B
INFO
PROCESSING
ACTUATOR
DEUTSCH DEUSTCH
1964
SMITH
1967
KEELE
1973

- Hoang C. Huynh
BROADBENT
1958
SENSORY
PERCEPTION
ACTION
SHORT TERM
MEMORY
INFO
PROCESSING
SENSORY
BUFFER
TREISMAN
1963
DEUTSCH DEUSTCH
1964
SMITH
1967
KEELE
1973
“IT DEPENDS”
1997
David Meyers and David Kieras, psychologists

- Hoang C. Huynh
BROADBENT
1958
SENSORY
PERCEPTION
ACTION
SHORT TERM
MEMORY
INFO
PROCESSING
SENSORY
BUFFER
TREISMAN
1963
DEUTSCH DEUSTCH
1964
SMITH
1967
KEELE
1973
“IT DEPENDS”
1.They are all valid bottlenecks
2.It depends, any filter could
be active one at a time
3.We are all wrong

- Hoang C. Huynh
@NIEMANLAB
2 STAGES
NEISSER MODEL

- Hoang C. Huynh
1
Preattentive processing
“TWO STAGES” ‣ Automatic, fast, parallel
‣ Mainly analysis of physical characteristics
‣ Limited semantic processing
‣ No deep semantic processing / analysis
‣ Some initially attentive processing can get
2
automatized through extensive practice
Attentive processing
‣ Controlled, slow, serial
‣ Requires attentional resources
‣ Enables semantic processing and synthesis

- Hoang C. Huynh
THE BUG EFFECT
Neisser’s pre-attentive and
attentive processing
Pre-attentive processing
i s the unconscious
a c c u m u l a t i o n o f
information from the
environment.
All available information
i s p r e - a t t e n t i v e l y
processed. Then, the
b r a i n f i l t e r s a n d
p r o c e s s e s w h a t i s
important.
@Dreamworks - Monsters vs Aliens

- Hoang C. Huynh
THE STROOP EFFECT
dog
chair
boat
window
block
fan
red
yellow
green
blue
red
blue
red
yellow
green
blue
red
blue
1 2 3

- Hoang C. Huynh
FUNCTIONAL
RESOURCE LIMITED MODEL
how many / big are the
resource pools available
‣ CAPACITY BINS
@MiPersonalEnCasa

- Hoang C. Huynh
ENERGON
@Hasbro - Transformers G1

- Hoang C. Huynh
@Mike Borell - Human Factors

- Hoang C. Huynh
OUR COGNITIVE SYSTEM HAS LIMITED RESOURCES
‣ One general resource
‣ Multiple specific resources
ATTENTIONAL PROCESSES REQUIRE RESOURCES
‣ Each process uses up part of the resources
‣ Processes compete for resources
‣ Automatization reduces the amount of resources needed
to perform the task
DIVIDED ATTENTION
‣ Multiple attention demanding processes can be active at
the same time as long as they don’t require all of the
resources

- Hoang C. Huynh
P
R
D
=
esources
emands
Performance

- Hoang C. Huynh
P
P
P
=
izza
eople
Party

- Hoang C. Huynh
H
T
T
=
eam Members
hings to Do
Happyness

- Hoang C. Huynh
TAKEAWAYS
SERIOUSLY?
JUST TAKE
EVERYTHING
@Giphy

- Hoang C. Huynh
DESIRES EMOTIONS AND
ASPIRATIONS ARE GREAT
@Brangelina

- Hoang C. Huynh
TO COME IN
LIKE A
WRECKING
BALL
@VEVO - Miley Cirus

- Hoang C. Huynh
THANK YOU
Twitter: @aetheros
Linkedin: in/hchuynh
Web: huynh.cc/blog
Slides will be available also
on slideshare/aetheros
- @Aetheros & Luna

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