📑 Context Shifting:
We think and act differently depending on the situation we're in.
The process of switching from one 'thing' to another, of which there is a cost.The role of UX is to lower the cognitive load of that transition.
As an example, going from reading this (and learning about UX), to trying to remember the last time you ate spaghetti.
Was it last week? Last month? Either way, the process of having to switch context has a cost.
In fact, you may now even have to take a moment to remember what you're reading, and why.
The science of multitasking:
People like to believe that they're great at multitasking, but evidence suggests that this is rarely true.
Reputable studies suggest (mixed studies below):
40% productivity decrease.
Lowers IQ performance by 10 points.
It takes 23 minutes to regain focus after a distraction.
✅Feature usage
If you're trying to increase the usage of a particular feature, it can help to bridge the context as much as possible (rather than a more significant context shift).
✅Habits
It's harder to develop a habit, if the steps of that habit require lots of context shifting.
✅Productivity & efficiency
Context shifting hurts efficiency.