Length
2 min read
In the digital age, attention is a precious commodity. We’re bombarded by an endless stream of pings and notifications all competing for a dwindling mental resource. This “attention crisis,” as Nicholas Carr aptly calls it in his book “Shallows: How the Internet Is Changing the Way We Think”, poses a significant challenge for product designers. How can we craft meaningful experiences that engage users and respect their limited focus without resorting to manipulative tactics?
I believe the answer lies in a shift in design philosophy. We must move beyond the “shiny object” approach, where attention is grabbed through superficial gimmicks and fleeting trends. Instead, we should embrace a more mindful approach, one that prioritises meaningful narratives, intentional interactions, and the well-being of users.
Create engaging narratives.
Stories are hardwired into our brains. They capture our imagination, spark curiosity, and build emotional connections. As designers, we can harness the power of stories to draw users into our products. This doesn’t mean introducing forced storylines but instead creating a user journey with a clear purpose, guiding users through the product’s features while providing a sense of progress and accomplishment. Think of it as crafting an adventure.
For example. Duolingo allows you to learn a new language while being whisked away by a fictionalised world with a fun, light-hearted narrative.
Prioritise meaningful interactions.
Every interaction a user has with your product should be intentional and purposeful. Every click, tap, and scroll should contribute to their experience and move them closer to their goals. Avoid unnecessary information and distractions, streamline workflows, and remove dead ends. Focus on creating interactions that are intuitive, efficient, and satisfying.
For example: Hemingway Editor is online writing tool that highlights complex sentences and suggests simpler alternatives. It promotes clear and concise language without a complex user interface.
Embrace micro-moments, not attention marathons.
Users don’t engage with digital products in dedicated 30-minute sessions anymore. They take advantage of short, unpredictable moments between work, family, and life. Design for those micro-moments. Make your product accessible and delightful in bite-sized pieces. For example: The video messaging app Marco Polo encourages back-and-forth, bite-sized video messages, fostering a more personal and engaging form of communication.
Promote mindful experiences.
In a world of constant demands, it’s crucial to design products that encourage mindful engagement. This means incorporating features that help users regain control over their attention. Consider implementing “focus modes” that limit distractions, provide usage insights to encourage self-awareness, and offer options for personalised notification settings. Empower users to choose how and when they interact with your product.
For example: iOS and Android both have built-in “focus” features that allow users to customise notifications, silence calls, and personalise lock screens based on different contexts like work, sleep, or personal time. These modes help people be more conscious of how they spend their attention.
Taming the attention crisis requires a multi-pronged approach. It’s not about individual features or design elements. It’s about creating products that are mindful of user attention. This means considering every aspect of the user experience, from visual design and interaction patterns to content strategy and user education.
Here are some tips to get you started:
- Declutter your interfaces: Remove unnecessary elements and prioritise information hierarchy.
- Minimise micro interactions: Don’t rely on flashy animations or intrusive notifications to grab attention.
- Emphasise visual hierarchy: Guide users’ eyes with clear visual cues and prioritise key information.
- Use progressive disclosure: Avoid overwhelming users with information upfront; reveal details gradually as needed.
- Embrace white space: Empty space can provide visual breathing room and improve focus. More scrolling isn’t necessarily a bad thing.
- Make content scannable: Use bullet points, headings, and clear visuals to support easy reading and quick comprehension.
- Prioritise accessibility: Create designs that are inclusive for users with different abilities.
By embracing these principles, you can design products that not only capture user attention but also nurture it. Let’s create products that don’t just steal time but enrich it with meaningful interactions and mindful experiences.
If you are looking for more useful resources about this topic, I encourage you to check out:
- Attention is the new oil by Jakob Nielsen
- Mindful Tech by Linda Stone
