MILAN 28-29 NOV 2014
Boobs, Kittens and Celebs
- Hoang C. Huynh
BOOBS, KITTENS AND CELEBRITIESAn 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.
Hoang C. Huynh
MILAN 28-29 NOV 2014
Hi, I’m Hoang!
I Am Learning GermanI Am Easily BoredI Love Technologies
I Design Experiences
@aetheros
MILAN 28-29 NOV 2014
Boobs, Kittens and Celebs
- Hoang C. Huynh
WE WILL TALK ABOUT A LOT OF THINGS
DISCLAIMER
MILAN 28-29 NOV 2014
Boobs, Kittens and Celebs
- Hoang C. Huynh
WE WILL TALK ABOUT A LOT OF THINGS not boobs
#SHIRTSTORM DISCLAIMER
MILAN 28-29 NOV 2014
Boobs, Kittens and Celebs
- Hoang C. Huynh
WHAT ARE THE FOUNDATIONS OF THE INTERNET?
MILAN 28-29 NOV 2014
Boobs, Kittens and Celebs
- Hoang C. Huynh
1,127,038,036 Websites online right now
@Internetlivestats
MILAN 28-29 NOV 2014
Boobs, Kittens and Celebs
- Hoang C. Huynh
@Internetlivestats
MILAN 28-29 NOV 2014
Boobs, Kittens and Celebs
- Hoang C. Huynh
MILAN 28-29 NOV 2014
Boobs, Kittens and Celebs
- Hoang C. Huynh
MILAN 28-29 NOV 2014
Boobs, Kittens and Celebs
- Hoang C. Huynh
MILAN 28-29 NOV 2014
Boobs, Kittens and Celebs
- Hoang C. Huynh
MILAN 28-29 NOV 2014
Boobs, Kittens and Celebs
- Hoang C. Huynh
#BOOBS@Aphex Twin - Windowlicker
#DESIRES
MILAN 28-29 NOV 2014
Boobs, Kittens and Celebs
- Hoang C. Huynh
#BOOBS@Some guy in the internet
#DESIRES
MILAN 28-29 NOV 2014
Boobs, Kittens and Celebs
- Hoang C. Huynh
#KITTENS#EMOTIONS
MILAN 28-29 NOV 2014
Boobs, Kittens and Celebs
- Hoang C. Huynh
#CELEBS@Paper
#ASPIRATIONS
MILAN 28-29 NOV 2014
Boobs, Kittens and Celebs
- Hoang C. Huynh
UX is not UI
MILAN 28-29 NOV 2014
Boobs, Kittens and Celebs
- Hoang C. Huynh
@Warner Bros - Lord of the Rings
NOT SO VISUAL EXPERIENCESWHAT KIND OF SORCERY IS THIS ?
MILAN 28-29 NOV 2014
Boobs, Kittens and Celebs
- Hoang C. Huynh
THAT’S INTERESTING
MILAN 28-29 NOV 2014
Boobs, Kittens and Celebs
- Hoang C. Huynh
INFAMOUS F24
MILAN 28-29 NOV 2014
Boobs, Kittens and Celebs
- Hoang C. Huynh
INFAMOUS F24
WEIRD GESTALTIC LAYOUT
MILAN 28-29 NOV 2014
Boobs, Kittens and Celebs
- Hoang C. Huynh
INFAMOUS F24
OBSCURE LINGO
MILAN 28-29 NOV 2014
Boobs, Kittens and Celebs
- Hoang C. Huynh
INFAMOUS F24DIGITAL EDITION
MILAN 28-29 NOV 2014
Boobs, Kittens and Celebs
- Hoang C. Huynh
INFAMOUS F24DIGITAL INTERPRETATION
MILAN 28-29 NOV 2014
Boobs, Kittens and Celebs
- Hoang C. Huynh
INFAMOUS F24DIGITAL RE-INTERPRETATION
MILAN 28-29 NOV 2014
Boobs, Kittens and Celebs
- Hoang C. Huynh
CENSUS1Understand the Question
2Recall the Information
3Collect the Information
4Formulate an Answer
5Evaluate & Take Action
MILAN 28-29 NOV 2014
Boobs, Kittens and Celebs
- Hoang C. Huynh
CENSUS
…AGAIN
MILAN 28-29 NOV 2014
Boobs, Kittens and Celebs
- Hoang C. Huynh
…AND AGAIN
MILAN 28-29 NOV 2014
Boobs, Kittens and Celebs
- Hoang C. Huynh
@Madelta
PERFORMANCEERRORSATTENTION
MILAN 28-29 NOV 2014
Boobs, Kittens and Celebs
- Hoang C. Huynh
@HBO - Game of Thrones
I KNEW NOTHING
MILAN 28-29 NOV 2014
Boobs, Kittens and Celebs
- Hoang C. Huynh
No scheme is particularly useful
Partly because humans are complex
Schemes do not capture that complexity
Often the full facts are not available
Essentially, all models are wrong, but some are useful
George E. P. Box, Statistician
MILAN 28-29 NOV 2014
Boobs, Kittens and Celebs
- Hoang C. Huynh
MILAN 28-29 NOV 2014
Boobs, Kittens and Celebs
- 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
MILAN 28-29 NOV 2014
Boobs, Kittens and Celebs
- 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.
MILAN 28-29 NOV 2014
Boobs, Kittens and Celebs
- Hoang C. Huynh
@Scrubs
WHAT ABOUT THE BRAIN ?
WELL, I’M NOT A DOCTOR
MILAN 28-29 NOV 2014
Boobs, Kittens and Celebs
- 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
Multiple MODALITY-SPECIFIC systems Selective modulation of processing in auditory cortex, visual cortex, etc.
The PARIETAL ATTENTIONAL system
‣ Controls visual-spatial attention
‣ Modulates perceptual processing
MILAN 28-29 NOV 2014
Boobs, Kittens and Celebs
- 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
MILAN 28-29 NOV 2014
Boobs, Kittens and Celebs
- Hoang C. Huynh
@Kelly Morgan
MILAN 28-29 NOV 2014
Boobs, Kittens and Celebs
- Hoang C. Huynh
@Kelly Morgan
MILAN 28-29 NOV 2014
Boobs, Kittens and Celebs
- Hoang C. Huynh
@UXMag
MILAN 28-29 NOV 2014
Boobs, Kittens and Celebs
- Hoang C. Huynh
COMPLEXITY
IN ORDER TO KEEP ATTENTION HIGH
MILAN 28-29 NOV 2014
Boobs, Kittens and Celebs
- Hoang C. Huynh
Vigilance ‣ Waiting your turn in line at the doctorSelective attention ‣ Listening to the speaker announce at the train stationDivided attention ‣ Watching a TV serial while buying onlineSearch ‣ Searching for someone in the crowd
ATTENTION
MILAN 28-29 NOV 2014
Boobs, Kittens and Celebs
- 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”
MILAN 28-29 NOV 2014
Boobs, Kittens and Celebs
- Hoang C. Huynh
@The Awareness Test / The Gorilla Experiment
SELECTIVE ATTENTION
MILAN 28-29 NOV 2014
Boobs, Kittens and Celebs
- Hoang C. Huynh
@FOX - The Simpson
DIVIDED ATTENTION People can perform more than one
task at a time (multi-tasking)
MILAN 28-29 NOV 2014
Boobs, Kittens and Celebs
- Hoang C. Huynh
@DSYNEGRAFIX @MiPersonalEnCasa
STRUCTURAL FUNCTIONALFILTER MODEL RESOURCE LIMITED MODEL
2 STAGESNEISSER MODEL
MILAN 28-29 NOV 2014
Boobs, Kittens and Celebs
- Hoang C. Huynh
@DSYNEGRAFIX
STRUCTURALFILTER MODEL
how far unattended informations are processed
‣ BOTTLENECKS ‣ EARLY VS LATE
MILAN 28-29 NOV 2014
Boobs, Kittens and Celebs
- 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
MILAN 28-29 NOV 2014
Boobs, Kittens and Celebs
- 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
MILAN 28-29 NOV 2014
Boobs, Kittens and Celebs
- Hoang C. Huynh
SENSORY PERCEPTION
ACTION
SHORT TERM MEMORY
INFO PROCESSING
SENSORY BUFFER
BROADBENT 1958
‣ Information is filtered at an early, sensory level
‣ O n l y 1 c h a n n e l o f s e n s o r y information proceeds through this filter (bottleneck) and is interpreted
‣ Other stimuli with salient sensory characterist ics can also pass through this filter
Information is blocked early for unattended channel
MILAN 28-29 NOV 2014
Boobs, Kittens and Celebs
- 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
MILAN 28-29 NOV 2014
Boobs, Kittens and Celebs
- Hoang C. Huynh
SENSORY PERCEPTION
ACTION
SHORT TERM MEMORY
INFO PROCESSING
SENSORY BUFFER
TREISMAN 1963
BROADBENT 1958
1963“The supporter of the dichotic listening was (probably) wrong”
Anna Treisman, psychologist
MILAN 28-29 NOV 2014
Boobs, Kittens and Celebs
- Hoang C. Huynh
SENSORY PERCEPTION
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
Information is attenuated differentially for channels
MILAN 28-29 NOV 2014
Boobs, Kittens and Celebs
- Hoang C. Huynh
@GoPixPic
THE COCKTAIL EFFECTPARTY
MILAN 28-29 NOV 2014
Boobs, Kittens and Celebs
- Hoang C. Huynh
@Man of Steel
KNEEL BEFORE ZOD
MILAN 28-29 NOV 2014
Boobs, Kittens and Celebs
- Hoang C. Huynh
@Man of Steel
IT TOOK ME A LIFE TO MASTER IT
MILAN 28-29 NOV 2014
Boobs, Kittens and Celebs
- Hoang C. Huynh
@Man of Steel
IT TOOK ME A LIFE TO MASTER IT
MILAN 28-29 NOV 2014
Boobs, Kittens and Celebs
- 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
BROADBENT 1958
MILAN 28-29 NOV 2014
Boobs, Kittens and Celebs
- Hoang C. Huynh
SENSORY PERCEPTION
ACTION
SHORT TERM MEMORY
INFO PROCESSING
SENSORY BUFFER
TREISMAN 1963
DEUTSCH DEUSTCH 1964
1964“Meaning Means”
J.Anthony and Diana Deutsch, psychologists
BROADBENT 1958
MILAN 28-29 NOV 2014
Boobs, Kittens and Celebs
- Hoang C. Huynh
SENSORY PERCEPTION
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
Information from all channels is perceptually processed
BROADBENT 1958
MILAN 28-29 NOV 2014
Boobs, Kittens and Celebs
- 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
WEIGHT / MEANING FILTER
DEUTSCH DEUSTCH 1964
LATE SELECTION MODEL
MILAN 28-29 NOV 2014
Boobs, Kittens and Celebs
- Hoang C. Huynh
AND THEN WE ARE GOING
ALL DOWN THE WAY
BROADBENT 1958
MILAN 28-29 NOV 2014
Boobs, Kittens and Celebs
- 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
SELECTOR
DEUTSCH DEUSTCH 1964
SMITH 1967
BROADBENT 1958
MILAN 28-29 NOV 2014
Boobs, Kittens and Celebs
- 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
ACTUATOR
DEUTSCH DEUSTCH 1964
SMITH 1967
KEELE 1973
BROADBENT 1958
MILAN 28-29 NOV 2014
Boobs, Kittens and Celebs
- Hoang C. Huynh
SENSORY PERCEPTION
ACTION
SHORT TERM MEMORY
INFO PROCESSING
SENSORY BUFFER
TREISMAN 1963
DEUTSCH DEUSTCH 1964
SMITH 1967
KEELE 1973
1997“IT DEPENDS”
David Meyers and David Kieras, psychologists
BROADBENT 1958
MILAN 28-29 NOV 2014
Boobs, Kittens and Celebs
- Hoang C. Huynh
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 bottlenecks2.It depends, any filter could
be active one at a time3.We are all wrong
MILAN 28-29 NOV 2014
Boobs, Kittens and Celebs
- Hoang C. Huynh
@NIEMANLAB
2 STAGESNEISSER MODEL
MILAN 28-29 NOV 2014
Boobs, Kittens and Celebs
- Hoang C. Huynh
Preattentive processing ‣ Automatic, fast, parallel ‣ Mainly analysis of physical characteristics ‣ Limited semantic processing‣ No deep semantic processing / analysis ‣ Some initially attentive processing can get
automatized through extensive practice
Attentive processing ‣ Controlled, slow, serial ‣ Requires attentional resources ‣ Enables semantic processing and synthesis
“TWO STAGES”12
MILAN 28-29 NOV 2014
Boobs, Kittens and Celebs
- Hoang C. Huynh
THE BUG EFFECTNeisser’s pre-attentive and
attentive processingPre-attentive processing i s t h e u n c o n s c i o u s 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
MILAN 28-29 NOV 2014
Boobs, Kittens and Celebs
- Hoang C. Huynh
dog chair boat window block fan
red yellow green blue red blue
red yellow green blue red blue
1 2 3
THE STROOP EFFECT
MILAN 28-29 NOV 2014
Boobs, Kittens and Celebs
- Hoang C. Huynh
@MiPersonalEnCasa
FUNCTIONALRESOURCE LIMITED MODEL
how many / big are the resource pools available
‣ CAPACITY BINS
MILAN 28-29 NOV 2014
Boobs, Kittens and Celebs
- Hoang C. Huynh
@Hasbro - Transformers G1
ENERGON
MILAN 28-29 NOV 2014
Boobs, Kittens and Celebs
- Hoang C. Huynh
@Mike Borell - Human Factors
MILAN 28-29 NOV 2014
Boobs, Kittens and Celebs
- Hoang C. Huynh
DIVIDED ATTENTION ‣ Multiple attention demanding processes can be active at
the same time as long as they don’t require all of the resources
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
MILAN 28-29 NOV 2014
Boobs, Kittens and Celebs
- Hoang C. Huynh
PR
D=
esources
emandsPerformance
MILAN 28-29 NOV 2014
Boobs, Kittens and Celebs
- Hoang C. Huynh
PP
P=
izza
eopleParty
MILAN 28-29 NOV 2014
Boobs, Kittens and Celebs
- Hoang C. Huynh
HT
T=
eam Members
hings to DoHappyness
MILAN 28-29 NOV 2014
Boobs, Kittens and Celebs
- Hoang C. Huynh
TAKEAWAYSSERIOUSLY? JUST TAKE EVERYTHING
@Giphy
MILAN 28-29 NOV 2014
Boobs, Kittens and Celebs
- Hoang C. Huynh
DESIRES EMOTIONS AND ASPIRATIONS ARE GREAT
@Brangelina
MILAN 28-29 NOV 2014
Boobs, Kittens and Celebs
- Hoang C. Huynh
TO COME IN LIKE A
WRECKING BALL
@VEVO - Miley Cirus
MILAN 28-29 NOV 2014
Boobs, Kittens and Celebs
- Hoang C. Huynh
- @Aetheros & Luna
Twitter: @aetherosLinkedin: in/hchuynhWeb: huynh.cc/blog
Slides will be available also on slideshare/aetheros
THANK YOU