The importance of cognition in User Experience: Attention
What does User Experience (UX) have to do with Cognition? Everything!
After all…
“The customer experience doesn’t happen on a screen, it happens in the mind”
— John Whalen.
In my previous article on Cognitive Ergonomics, I briefly described what Cognition is, but it’s worth a recap…
Cognition, in a simplified way, refers to our brain’s ability to process, integrate, analyze and interpret stimuli. There are several Cognitive Functions, such as attention, memory, executive functions, language, decision-making, among others.
Of course experiences do not rely only on cognition, they are also influenced by emotions, body, and environment, but we will discuss this at another time ;}
Knowing what cognition is, its relationship with User Experience becomes clearer. To have an experience we need stimuli, which can be of different types such as visual, sound, tactile, and others, alone or together. When we talk about the Product Designer that works on the development of digital products such as websites and applications, the biggest focus is on the visual and sound aspects that can be created to provide a good experience.
And to ensure that stimuli will be properly received and interpreted, it is important to understand a little about cognitive functions (and about the users). Based on the concept of Neurodiversity, that is, the perspective that not all brains operate in the same way (and that’s ok), we will explore the importance of designing our systems with cognition in mind, to generate more inclusive products.
Attention
One of the most basic and impactful functions in the user experience is attention, our ability to focus on a stimulus/element while ignoring other things.
In the discovery process, it is important to seek to understand, in addition to who the users are and need, the context and environment in which the product is going to be used. This involves investigating questions like, is it used in noisy environments? In motion? Or in quiet and organized environments? Does he need to accomplish the goals in a predetermined or unlimited time? Among other things.
The points mentioned above help direct the design to what needs to be highlighted in the product, at what times, what actions, and what types of stimuli will be most appropriate to the user’s context, so that their attention is focused on what needs to be executed, avoiding mistakes and frustrations as much as possible.
The context of use and everyday life itself can also affect attention. For example, if I am stressed, very tired, or trying to do something else at the same time, I will need stronger and/or clearer stimuli to turn my attention to some things, however important they are to me. Another example could be people with ADD/ADHD (Attention Deficit/Hyperactivity Disorder), who may also need stronger and/or clearer stimuli to turn their attention. Therefore, taking some care regarding this cognitive function is beneficial for everyone.
And now for some practical tips:
- Have clear goals for your flows, and keep them as simple as possible. One option is to use the “step-by-step” format;
- When necessary to insert longer texts, keep the paragraphs short and objective;
- Do not use elements that move if they are not the focus;
- Modals help direct attention to specific and important issues;
- You can use colors or images to help highlight important points, always remembering to think about contrast and the relationship between elements.
- Evaluate the use of sound stimuli, sounds can draw attention to actions that need to be quickly responded to, mistakes, or other important tasks. One example is how Ifood use sound notifications to let restaurants know they received an order.
Also, when you get to know your user better and explore the environment and context of product use, you can think of other beneficial strategies for attention.
If you want to know some more about cognition and UX, also read:
