039Principle
Selective Attention
Focusing on something specific.
Why it matters
This is the process of focusing on a particular object (or 'thing') in the environment for a certain period of time.
i.e., ignoring features of a product that you're not interested in, despite them being prominent on the screen.
Attention & interest:
• By design, selective attention is used to draw the user's attention to a particular thing .
Complexity & understanding:
• Often by highlighting a specific thing (e.g., feature, error, option), you can add context, and educate the user.
What to inspect
- Check whether the experience reflects this: By design, selective attention is used to draw the user's attention to a particular thing .
- Check whether the experience reflects this: Often by highlighting a specific thing (e.g., feature, error, option), you can add context, and educate the user.
- Map each visible element to how it supports or undermines: Focusing on something specific.
- Walk the primary task once with time pressure; note where attention drops.
- Ask a colleague unfamiliar with the product to paraphrase the screen in one sentence.
Common anti-patterns
- Assuming users consciously notice every place where "Focusing on something specific" could apply.
- Dense copy and parallel actions that increase mental effort unrelated to the user’s goal.
- Ignoring downstream effects on attention & interest when shipping this pattern.
Critique prompts
- By design, selective attention is used to draw the user's attention to a particular thing .
- Often by highlighting a specific thing (e.g., feature, error, option), you can add context, and educate the user.
- Where on this screen would "Selective Attention" show up as friction or misunderstanding?
- What would a first-time user misunderstand here in under five seconds?