Tag: research

The thought before the click: the locus of attention

This is the second in a series of fundamental user experience concepts useful for understanding people’s behaviour when using the web and mobile.

Scrabble Pieces VectorLet’s play a little game.

  1. First, think of your first name.
  2. Now, think of the last letter of your surname.

Neither of these are difficult tasks, but it takes longer to complete the second than the first. This is an illustration of the difference between conscious and unconscious thought. While your first name springs to mind immediately, you had to work a bit harder to come up with the last letter of your surname.

Meanwhile, when you were completing the tasks you had to switch your attention from this page to the task and back again. In doing this, you had to adjust what’s called your “locus of attention”.

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The paradox of the active user

This is the first in a series of fundamental user experience concepts useful for understanding people’s behaviour when using the web and mobile.

The paradox of the active user is a concept that was first articulated by John Carroll and Mary Beth Rosson in 1987 at IBM’s User Interface Institute [PDF].  It describes a phenomenon that is ever-present, and still relevant to the way that people use the web and mobile devices today.

Continue reading “The paradox of the active user”