boobs, kittens and celebrities

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


Hi, I’m Hoang!

I Am Learning GermanI Am Easily BoredI Love Technologies

I Design Experiences

@aetheros



- Hoang C. Huynh

WE WILL TALK ABOUT A LOT OF THINGS

DISCLAIMER



- Hoang C. Huynh

WE WILL TALK ABOUT A LOT OF THINGS not boobs

#SHIRTSTORM DISCLAIMER



- Hoang C. Huynh

WHAT ARE THE FOUNDATIONS OF THE INTERNET?



- Hoang C. Huynh

1,127,038,036 Websites online right now

@Internetlivestats



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@Internetlivestats



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- Hoang C. Huynh

#BOOBS@Aphex Twin - Windowlicker

#DESIRES



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#BOOBS@Some guy in the internet

#DESIRES



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#KITTENS#EMOTIONS



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#CELEBS@Paper

#ASPIRATIONS



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UX is not UI



- Hoang C. Huynh

@Warner Bros - Lord of the Rings

NOT SO VISUAL EXPERIENCESWHAT KIND OF SORCERY IS THIS ?



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THAT’S INTERESTING



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INFAMOUS F24



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INFAMOUS F24

WEIRD GESTALTIC LAYOUT



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INFAMOUS F24

OBSCURE LINGO



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INFAMOUS F24DIGITAL EDITION



- Hoang C. Huynh

INFAMOUS F24DIGITAL INTERPRETATION



- Hoang C. Huynh

INFAMOUS F24DIGITAL RE-INTERPRETATION



- Hoang C. Huynh

CENSUS1Understand the Question

2Recall the Information

3Collect the Information

4Formulate an Answer

5Evaluate & Take Action



- Hoang C. Huynh

CENSUS

…AGAIN



- Hoang C. Huynh

…AND AGAIN



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@Madelta

PERFORMANCEERRORSATTENTION



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@HBO - Game of Thrones

I KNEW NOTHING



- 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



- Hoang C. Huynh



- 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.



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@Scrubs

WHAT ABOUT THE BRAIN ?

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

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



- 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



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@Kelly Morgan



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@UXMag



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COMPLEXITY

IN ORDER TO KEEP ATTENTION HIGH



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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



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@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”



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@The Awareness Test / The Gorilla Experiment

SELECTIVE ATTENTION



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@FOX - The Simpson

DIVIDED ATTENTION People can perform more than one

task at a time (multi-tasking)



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@DSYNEGRAFIX @MiPersonalEnCasa

STRUCTURAL FUNCTIONALFILTER MODEL RESOURCE LIMITED MODEL

2 STAGESNEISSER MODEL



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@DSYNEGRAFIX

STRUCTURALFILTER MODEL

how far unattended informations are processed

‣ BOTTLENECKS ‣ EARLY VS LATE



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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



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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



- 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

1963“The supporter of the dichotic listening was (probably) wrong”

Anna Treisman, psychologist



- 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



- Hoang C. Huynh

@GoPixPic

THE COCKTAIL EFFECTPARTY



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@Man of Steel

KNEEL BEFORE ZOD



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@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

BROADBENT 1958



- 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



- Hoang C. Huynh

SENSORY PERCEPTION

ACTION

SHORT TERM MEMORY

INFO PROCESSING

SENSORY BUFFER

TREISMAN 1963


‣ 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



- 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


LATE SELECTION MODEL



- Hoang C. Huynh

AND THEN WE ARE GOING

ALL DOWN THE WAY

BROADBENT 1958



- 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


SMITH 1967

BROADBENT 1958



- 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


SMITH 1967

KEELE 1973

BROADBENT 1958



- Hoang C. Huynh

SENSORY PERCEPTION

ACTION

SHORT TERM MEMORY

INFO PROCESSING

SENSORY BUFFER

TREISMAN 1963


SMITH 1967

KEELE 1973

1997“IT DEPENDS”

David Meyers and David Kieras, psychologists

BROADBENT 1958



- Hoang C. Huynh

SENSORY PERCEPTION

ACTION

SHORT TERM MEMORY

INFO PROCESSING

SENSORY BUFFER

TREISMAN 1963


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



- Hoang C. Huynh

@NIEMANLAB

2 STAGESNEISSER MODEL



- 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



- 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



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dog chair boat window block fan

red yellow green blue red blue

red yellow green blue red blue

1 2 3

THE STROOP EFFECT



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@MiPersonalEnCasa

FUNCTIONALRESOURCE LIMITED MODEL

how many / big are the resource pools available

‣ CAPACITY BINS



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@Hasbro - Transformers G1

ENERGON



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@Mike Borell - Human Factors



- 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



- Hoang C. Huynh

PR

D=

esources

emandsPerformance



- Hoang C. Huynh

PP

P=

izza

eopleParty



- Hoang C. Huynh

HT

T=

eam Members

hings to DoHappyness



- Hoang C. Huynh

TAKEAWAYSSERIOUSLY? JUST TAKE EVERYTHING

@Giphy



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DESIRES EMOTIONS AND ASPIRATIONS ARE GREAT

@Brangelina



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TO COME IN LIKE A

WRECKING BALL

@VEVO - Miley Cirus



- Hoang C. Huynh

- @Aetheros & Luna

Twitter: @aetherosLinkedin: in/hchuynhWeb: huynh.cc/blog

Slides will be available also on slideshare/aetheros

THANK YOU

boobs, kittens and celebrities

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