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HUMAN FACTORS IN INTERFACE DESIGN Dr. Adnan ACAN

HUMAN FACTORS IN INTERFACE DESIGN Dr. Adnan ACAN. CMSE323 HUMAN COMPUTER INTERACTION CHAPTER III – IV on How People Focus Their Attention. HOW PEOPLE FOCUS THEIR ATTENTION . ATTENTION IS SELECTIVE

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HUMAN FACTORS IN INTERFACE DESIGN Dr. Adnan ACAN

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  1. HUMAN FACTORS IN INTERFACE DESIGNDr. Adnan ACAN CMSE323 HUMAN COMPUTER INTERACTION CHAPTER III – IV on How People Focus Their Attention

  2. HOW PEOPLE FOCUS THEIR ATTENTION ATTENTION IS SELECTIVE People are easily distracted in many situations. In fact, their attention can often bepulled away from what they’re focusing on. But they can also pay attention to one thingand filter out all other stimuli. This is called selective attention. How difficult it is to grab their attention depends on how involved theyare. İt is fairly easy to grab their attention with video, a large photo, color, or animation.

  3. HOW PEOPLE FOCUS THEIR ATTENTION

  4. HOW PEOPLE FOCUS THEIR ATTENTION if someone is concentrating on a particular task, such as completingthe information shown in in the following figure, they’re probably filtering out distractions.

  5. HOW PEOPLE FOCUS THEIR ATTENTION PEOPLE FILTER OUT INFORMATION Don’t expect that people will necessarily pay attention to information you provide. Don’t make assumptions. What is obvious to you as the designer may not be obviousto the people using what you’ve designed. If you think people might be filtering information, use color, size, animation, video, andsound to draw attention to what’s important. If it’s critical that people pay attention to certain information, make that informationstand out 10 times more than you think is necessary.

  6. HOW PEOPLE FOCUS THEIR ATTENTION TOO MANY AUTOMATIC STEPS CAN LEAD TO ERRORS If people perform a series of steps over and over again, the action will become automatic. If you require people to perform a sequence repeatedly, make it easy to do, but realizethat the trade-off is that people may make errors because they no longer are paying attention. Make it easy for people to undo not only their last action, but also an entire sequence. Rather than requiring people to perform a task over and over, consider a design wherethey can choose all the items required and then perform the actionon all the items at once.

  7. HOW PEOPLE FOCUS THEIR ATTENTION • EXPECTATIONS OF FREQUENCY AFFECT ATTENTION • People will build an unconscious mental model of how often an event occurs. • If you’re designing a product or application where people need to notice an event thatrarely occurs, use a strong signal to get their attention when it does.

  8. HOW PEOPLE FOCUS THEIR ATTENTION SUSTAINED ATTENTION LASTS ABOUT TEN MINUTES Imagine you’re in a meeting and someone is presenting a topic. How long can he/she hold your attention? If the topic is of interest to you, and he/she isa good presenter, you can focus on the presentation about 7 to 10 minutes at most. Ifyou’re not interested in the topic or the presenter is particularly boring, then you’ll lose interest much faster.

  9. HOW PEOPLE FOCUS THEIR ATTENTION

  10. HOW PEOPLE FOCUS THEIR ATTENTION People can take a short break and then start over with another 7- to 10-minuteperiod, but 7 to 10 minutes is about as long as we can pay attention to any one task. If you’re designing a Web site, you’re probably designing pages that someone viewsfor a lot less than seven minutes. You’re assuming that someone comes to the page,looks for a link, and clicks on it. But sometimes you might be adding in other media,such as audio or video. These media are subject to the 7 to 10 minute rule.

  11. HOW PEOPLE FOCUS THEIR ATTENTION Young people do not multitask better than older people. Avoid forcing people to multitask. It is difficult for them to do two things at once, forexample, have a conversation with a customer while filling out a form on a computer or tablet device. If people must multitask, pay particular attention to the usability of the form. If you require people to multitask, expect them to make lots of errors and build in waysfor them to fix errors afterwards. Driving while having a cell phone conversation is like driving under the influence of alcohol.

  12. HOW PEOPLE FOCUS THEIR ATTENTION In Neuro Web Design: it is claimed that we have three brains. The new brain is the conscious, reasoning, logicalbrain that you think you know best; the mid-brain is the part that processes emotions, the old brain is the part that is most interested in your survival.

  13. HOW PEOPLE FOCUS THEIR ATTENTION It may not always be appropriate to use food, sex, or danger in your Web page or softwareapplication, but if you do they’ll get a lot of attention. Use images of up-close faces. Use stories as much as you can, even for what you think is factual information.

  14. HOW PEOPLE FOCUS THEIR ATTENTION If you’re designing an application, you may have control over the sounds that occurwhen a people take certain actions, for example, making a mistake, reaching a goal, or donating money. Pick a sound that is appropriate to the amount of attention you need. Save the highattentionsounds for when it’s really important, for example, if people are about toformat their hard drives, or take an action that can’t be undone. If you use sounds to get attention, then consider changing them so that people will nothabituate and the sounds will continue to be attention-getting.

  15. HOW PEOPLE FOCUS THEIR ATTENTION SIGNAL DETECTION THEORY

  16. HOW PEOPLE FOCUS THEIR ATTENTION If you’re designing for a particular task, think about the four quadrants of the signaldetection chart. Is it more damaging for people to have a false alarm or a miss? Think about what you may need to do with your design based on the four quadrants ofthe signal detection chart. If a false alarm is worse, then tone down the signal. If a miss is worse, then make the signal stronger.

  17. The sIx rules of attentIon 1. Attention is a limited resource. People have a fixed amount that must be allocated according to need. To use a popular analogy, attention is like a bucket of water. People draw upon it as needed, but every dipper full and every teaspoon full leaves less for other purposes. However, the total attentional capacity (vigilant attention) can vary in different circumstances.

  18. The sIx rules of attentIon 2. Attention is selective. People attend some things to the exclusion of others. This follows directly from Law #1, as there is too little mental resource to attend everything. On the other hand, attention is usually allocated to more than one information source because people are invariably performing multiple tasks simultaneously.

  19. The sIx rules of attentIon 3. Consciousness requires attention. The cocktail party phenomenon illustrates that humans have a single stream of conscious attention which is difficult or impossible to divide. Viewers do not consciously perceive an object that has not engaged attention. Humansseem capable of consciously attending only one informationsource at a time, at least to the level of meaning.

  20. The sIx rules of attentIon 4. Attention does not require consciousness. People are only partially conscious of their attentional allocation. Some attention may be allocated without awareness to a task that is using capacity. This occurs in behaviors that have become automatic through overlearning, the learning of a skill well past the point of mastery. Much of normal driving occurs automatically and outside of awareness. Drivers have little or no conscious awareness of steering, using the foot pedals, etc.

  21. The sIx rules of attentIon 5. All tasks require some degree of attention, although the required amount may be small. It is not surprising that operating the in-car navigation device or reading a billboard can distract a driver and cause an accident. Research suggests that a task as apparently undemanding as listening to the radio can also cause distraction and increase accident likelihood. Even the most seemingly effortless tasks, like walking and maintaining an upright posture consume and require attention. For example, distraction is a major cause of accidents during staircase descent.

  22. The sIx rules of attentIon 6. All tasks have an optimal level of attention. Novel and complex tasks may suffer from lack of attention while highly overlearned and automatic tasks may suffer from too much attention. Directing attention to automatic behaviors can be highly disruptive.

  23. How people focus their attentıon The AIDA funnel representing four stages of the decisionmaking process. The product package or ad must grab the audience’s attention, engage their interest, and build a desire for the product offering, which finally leads to action.

  24. How people focus their attention This participant mentioned that he couldn’t find thestore locator link because he didn’t notice the top navigation at first.

  25. How people focus their attention Even though the information architecture is the same, a wireframe of ahomepage (left) and its final version (right) look very different. Peopleare likely to look at them differently, too.

  26. How people focus their attention Gaze plot of a participant looking for Task -relevant links all over the page, while completely missing the secondary navigation (circled).

  27. How people focus their attention Gaze plot of a person looking at the back panel of a Sony baby monitor package.

  28. How people focus their attention To evaluate how much attention a billboard ad receives, participants should be given a realistic goal, unrelated to the ad itself.

  29. How people focus their attention Looking for the nearest bank, this participant spent almost half a minute beforehe found the Locations link (circled in red). The eye tracking showedwhat happened prior to the click and helped determine where he expected to find this information.

  30. How people focus their attention Noticeability measures are affected by color and contrast.

  31. How people focus their attention AREA OF INTEREST MEASURE: The AT&T prepaid phones (AOI-1) were noticed sooner than theNET10 phones (AOI-2), but the latter attracted more interest (7 fixations vs. 1 fixation). The goal of advertising and consumer product packagingis not only tomake something as noticeable as possible, but also, once that something is noticed, to capture people’s interest and maintain their attention.

  32. How people focus their attention EMOTIONAL AROUSAL MEASURES: Create attraction or excitement.

  33. How people focus their attention A gaze plot of a participant trying to purchase images that he as addedto the cart. The target on this page is the My Shopping Cart link, located (unexpectedly) on the left side of the page.

  34. How people focus their attention There is little white space around each of the four deals featured on this homepage.Therefore, the AOIs (orange rectangles) don’t include much padding. This on-screen stimulus was created with spaces in-between the products and a separation between the products and the task instructions so that sufficient padding could be added to the AOIs.

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