In the world of self-help gurus, there’s a recurring message: our phones are the root of all evil. They advocate for dopamine cleanses to reset our minds and reduce dependency on technology. But they might be missing the point. The real issue is not the technology itself, but the way it’s designed to demand our attention.
The Role of Design in Capturing Our Attention
Technology surrounds us. It’s a tool, and like any tool, it can be used in helpful or harmful ways. A key concern is attention design—how platforms intentionally create features that keep us glued to our screens. With a background in game design, I’ve seen these tactics up close.
Understanding the Skinner’s Box
In game design, we often refer to the Skinner’s Box concept, developed by psychologist B.F. Skinner. This concept, originally used to study animals, explores how behaviours are reinforced through rewards and punishments. Many tech platforms and games use this principle, crafting systems that deliver variable rewards—like notifications or “likes”—that keep users coming back.
Prioritise Engagement Over User Needs
Some tech companies originally aimed to integrate the best features with genuine intentions, hoping to improve user experiences and add value to people’s lives. However, as competition grew, many began using insights from data scientists and psychologists. This approach focuses on maximising user engagement based on the company’s vision rather than on fulfilling users’ needs. While it may start with positive intentions, this strategy often prioritises keeping users hooked and returning to the platform over creating meaningful or human-centred experiences.
These designs create artificial engagement. Instead of fostering genuine interactions, the focus is on driving up screen time through quick dopamine hits.
The Dark Side of Attention Design
These techniques are not just used in games; they’re widespread across the tech industry because they work. Designers, often directed by executives focused on user engagement, build features that maximise screen time.
Consider the gambling industry. They invest heavily in psychologists and data scientists to make systems as addictive as possible. Some are familiar with these techniques, but many users fall prey to these designs unknowingly.
Technology That Demands Attention Hurts Engagement
When technology pushes us to check our phones for no reason, it’s a sign of poor attention design. Platforms that bombard us with unnecessary notifications or flashing icons aren’t prioritising human-centred experiences. Instead, they prioritise interaction at any cost, encouraging compulsive behaviours.
Think about your phone buzzing when you’re not expecting it, only to reveal a trivial notification. Or the constant presence of a red icon on an app, signaling that there’s something to see—even if it’s not important. These tactics are meant to frustrate us, to make us feel like we have unfinished business.
Some apps even create minor inconveniences, like slow load times, to subtly nudge users towards premium options. It’s not about making our lives easier but about controlling our attention.
Modern Games Encouraging Balanced engagement and Natural Breaks
In recent years, many game developers have shifted toward healthier design practices that encourage balanced play and allow for short bursts of attention.
These designs often include closed loops and grouped quests, which are tasks or objectives that all complete at the same time, making it easy for players to know when to sign off. By providing natural stopping points, these games reduce the pressure to continue endlessly, letting players feel a sense of accomplishment without the need for prolonged sessions.
Many games now include fixed play sessions and achievable milestones, providing players with clear endpoints and a genuine sense of accomplishment when they reach these goals, making it easier to enjoy the game in a balanced, satisfying way. Some games even offer perks for resting such as bonus experience or rewards when players return after a break encouraging users to take time away from the game.
This approach promotes healthier gaming habits, helping players enjoy their favorite titles without sacrificing balance in their daily lives. Tech companies can adopt similar strategies in their attention design, creating features that encourage meaningful interactions human centered engagement and provide natural stopping points.
Building Resilience to Demands of Attention
To help others build similar resilience, here are strategies to combat technology’s attention demands and marketing tactics:
By recognising these design choices and setting boundaries, we can use technology more wisely. Remember, it’s not the technology that’s inherently problematic, but the design decisions that shape how we interact with it.
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