2.9 Respect the Visitor’s Attention
Time is precious, wasting a visitor’s will cause frustration and lead to abandonment or resentment. Additionally, the more time a visitor spends in front of a screen, the more energy they utilize. As such, throwing stuff in front of the visitor vying for their attention might sound like good business (even though we know due to banner blindness it rarely works), but it mostly damages the environment and dissuades the visitor.
- Respecting Attention: Respect a visitor’s attention by allowing them to easily control how (and when) they receive information.
- Avoid Distraction: Prioritize features that don’t distract people or unnecessarily lengthen the time they spend using the product or service.
- Avoid Attention-keeping: Avoid using infinite scroll or related attention-keeping tactics.
Using pagination rather than infinite scrolling allows individuals to request data on demand rather than encouraging overconsumption, thereby reducing their carbon impact by way of using psychology to encourage healthy (and sustainable) browsing habits.
Being open and honest with visitors about their experience and avoiding moving their attention in negative ways will lead to greater trust and the potential for repeat custom.
- Social Equity:
By avoiding dark and deceptive patterns and ensuring that the visitor’s attention is focused on achieving their aims, you reduce the potential for confusion, mistakes, and lapses in judgement which could lead to consequences for them and the trust they have in your business down the road.
Understanding your visitors requires that you respect their needs and accommodate for the various tools and platforms they use to access your information. This improves accessibility by providing a method for them to engage with your product or service and prevents unnecessary data emissions and screen time which drains consumer’s device batteries.
Certain attention-seeking features like notification requests or cookie banners can detract from visitor performance, as time is spent by consumers navigating through methods to close or hide the annoyances. Finding better ways of presenting the information will make an experience feel faster and reduce the barriers to access which trigger a block in the user-flow.
Organizations that monetize visitor attention strive to keep it as long as possible, therefore increasing their product or service’s environmental impact. Conversely, organizations that strive to streamline interactions while still meeting visitor’s needs (and their own business goals) measurably reduce their product or service’s environmental impact, and potentially reach new audiences.
- materials: Medium
- energy: Medium
- water: Medium
- emissions: Medium
- Community guidelines can help foster a safe, conflict-free environment. Here is also an example of an attention manipulation tactic to be avoided.
- 4 practices for eco-friendly online purchase journeys
- Deceptive Patterns
- Design Justice Network Principles
- Digital Eco-Design: Interactions
- Design for Sustainable Behaviour
- [GR491] 8-5057 – Attention Capturing
- [GR491] 10-3072 – Respect for the User
- [GR491] 10-3074 – Attention Control
- GreenIT (French) 4035 – Préférer la pagination au défilement infini
- Humane By Design
- Laws Of UX
- Microsoft Green Design Principles (PDF)
- Planet Centric Design
- Psychology of Design
- [RGESN] (French) 4.3 – Infinate Scrolling
- Society Centered Design
- Social sustainability
- The Potentially Dangerous Non-Accessibility Of Cookie Notices