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The interfaces we're building need to work in distracting environments. And we need to figure out how to cope with users' tendency to get distracted. This presentation will look at how we might achieve that. It will cover the psychology of distraction - what is distraction? Is it beneficial? Can we predict when and where users are likely to get distracted? Thus far, most designers have either chosen to accept distraction or to tackle it by 'turning up the heat' and being more distracting than everyone else. The presentation will explore alternative strategies - minimising distraction and facilitating recovery. User experience is changing: where our main issue was users' comprehension we're increasingly fighting for users' attention. I'll explore the techniques we need to achieve that.