Users’ attention may shift at any time, and what can be seen is that this trend will continue to strengthen.

For any product, it means that the active time that can be used to persuade users is getting shorter and shorter after contacting, refreshing, and promoting.

03 Fragmented information, fragmented habit

For the market, fragmentation is an inevitable result of the increasing number of attention competitors and the increasingly fierce competition.

For the majority of users, fragmentation is not so much a choice as it is an adaptation.

1) From a subjective perspective

If you want to be comfortable at work, you must pay attention to the progress of each line of the team and understand industry information and trends. If you want to get more information about the conversation, you must get in touch with more latest hot spots and learn about everything from all walks of life.

More and more information needs to be paid attention to, so everything can only be tasted.

2) From an objective perspective

In the face of explosive information, when you just focus on something, something newer, more important, and more beneficial will immediately interrupt your concentration.

Too much information makes people lose room for selection.

Or it can be said: The time taken to screen whether a piece of information is valuable in the past has even been shorter than the average reading time for each piece of information.

Naturally, people have also exercised a stronger initial screening ability in adaptation, and can judge whether a piece of information has the value of in-depth understanding and whether it can make them happy in a short time.

Although this initial screening will inevitably come at the cost of reduced accuracy, when faced with huge amounts of information, this price is worth it.

This kind of growth is a double-edged sword with both pros and cons for users. For products, there are also many hidden dangers.

When users are familiar with fragmented ways of receiving information and develop fragmented habits such as fragmented reading, fragmented entertainment, fragmented communication, etc., the user’s concentration becomes more and more difficult to maintain for a long time.

When users use the product, they not only have to be interrupted by various information at any time, but also frequently/p>

For example: the user sees a certain information through several internal links, reads it briefly, and then backs away, facing the previous complicated behavior trajectory. If the user wants to jump back to the homepage, perhaps they can also use the home jump button to uniformly guide. If the user wants to find a certain information or a certain function in the track, the difficulty is naturally even greater.

2) Inadvertent touch in backing

Usually, among the navigation keys of mobile phones, the home button of the mobile phone is next to the back button. Especially when one-handed holding and the back button is on the opposite side of the dominant hand, it is easier to touch the home button by mistake.

Whether it’s accidentally touched, or when you go back to the page unexpectedly, spontaneous attention shifts are prone to occur.

To improve this problem, you can reduce the user’s use of typing hands.

On the one hand, it is to improve the mechanism. For some predictable process operations, try to minimize backward behavior in the process. For operation processes with fewer steps, try to use the serial mode, and users do not need to click back in the normal process.

For the operation process with more steps, you need to use the series + parallel mode. The user can complete the entire process smoothly, or when you need to find the content that has passed by, and need to update a certain step operation, you can use the track List or breadcrumb navigation, quickly return to the specified page, no need to use the back button to search one by one.

On the other hand, it is directly changing back to forward, adding a more obvious and convenient back button to the page, and adding direct buttons for certain functions according to normal user behavior, reducing the user’s use of the mobile phone back button.

Users have limited energy, but there are more and more competitors. The more difficult the process of attracting user attention, the more careful the maintenance of user attention.

This article is from WeChat official account:Everyone is a product manager (ID: woshipm)< / span> , author: ink gluttonous