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Pay attention! This is something you, and everyone else, are likely to have heard at school and the teachers were right. Attention is almost always a necessary condition for learning. The problem is that attention wavers. It is difficult to sustain and we are easily distracted. There are distractions everywhere these days, your phone, notifications, vibrations, pings, rings. Learning has to compete with a lot of other things that compete for attention. Even within a learning experience online, the temptation to do something more entertaining nags away at users. We live in the attention economy and knowing what attention is, that modern online currency, is precisely why learning experience design matters, as formal learning is a different type of experience, requiring more sustained attention.
