Post on 11-Aug-2014
description
Design For The One Little Thing That Changes
Ev!r"#$%&'
Pamela Pavliscak @paminthelab
We think that
Big Things Will Make Us Happy
Credit: ThinkGeek Monkeys
We seek
A(v!&#)r!
We desire
F*r#)&!
Credit: Fat Face & Me
Credit: Yuko Honda
We seek
P!rf!+#%*&
We crave
F,-!
In design, we think Maybe Innovators Know Happiness
We really Don’t Know What Will Make Us Happy
Source: Change Sciences
P!*p.! /," #$%/ -,0!/ #$!- $,pp" *&.%&!
Not too busy
Beautiful and colorful
My favorite sites are easy
to use
It has to be simple & clean
Convenience above all else
Source: Shutterstock
parallax simple authentic
food cats infographics video
mobile responsive
clever flat byod
IoT
big
tiles
typography
D!/%'&!r/ #$%&0 -,"b! #$%/ (f*r &*w)
We sometimes Don’t Remember What Made Us Happy
Source: Giles Colborne
ModCloth
something dresses something tchotchkes
awesome retro fashion pic
unknown
Dr,w "*)r f,v*r%#! /%#! fr*- -!-*r"
Credit: Github Shop
We remember where we focus
A##!&#%*&
We remember the
F!!.%&'
Rated Better Than Other Sites
Source: Change Sciences
H
ap
pin
ess
Ra
tin
g A
fte
r U
se
Amazon
Expedia
CBS WebMD
Ally
Aetna
Healthcare.gov
HGTV
eHealth
Chase Apple
Kayak
PBS
Priceline Bank of America
Citi Best Buy
n=7000
W! f!!. $,pp", w! #$%&0 , /%#! %/ b!##!r
Actually,
Little Things Make Us Happy
Sp!+%,. Tr!,#/ make us happier
S$,r!( M*-!&#/ add up to joy
Credit: Todd Williamson
Credit: Angie Hu
Follow the principles A)#*&*-"
V,r%!#" Fr%!&(/$%p C*&#%&)%#"
Credit: Peter Haugen
L%##.! S)rpr%/!/ bring delight
As in the rest of life
Little Things Make Us Happy Online
O&.%&! /#)(" 250 sites 7000 people
1!.( r!/!,r+$ 450 people #pandatime
2p!r%-!&#/ with informed consent, of course
50 people
Credit: British Airways
meh delighted wowza happy content (
- - (
( (
( (
! !
A.. #$! $,pp%&!//!/
Not just
D!.%'$#
1 happy moment = 5% increase in happiness
rating
M*r! $,pp" -*-!&#/, -*r! $,pp%&!//
Source: Change Sciences
n=7450
We are h (app) y when we feel
Smart
AUTONOMY I can do this
Source: Change Sciences
American HealthCare.gov Kayak Amazon Express
57! 70! 77!53!
Source: Change Sciences
Time
S
ucc
ess
not so happy
happy
M*r! #%-! w%#$*)# /)++!//, .!// $,pp"
CONTROL I feel less anxious
MASTERY I’ve got this down
“ There is a trick to it but now that I know the trick, I tell everyone.
-M, Boomer, Wired
Source: Change Sciences
Ea
se o
f U
se C
om
bin
ed
Sco
re
65
Happiness starts here
W%#$*)# !,/", #$!r! %/ &* $,pp"
Design so I can be
I&(!p!&(!&#
We want to feel as if
There Is a Real Person in There
“ Most big companies sound like they are talking to themselves about themselves.
-F, Boomer, Wired
AUTHENTICITY It feels like a real
conversation
RESPECT You know there are
boundaries
CARE You’ve got my back
one night stand
complete stranger
fling secret affair
enemy
casual acquaintance
stalker - prey
guru - disciple
teacher- student
Source: Harvard Business Review
annoying acquaintance fleeting acquaintance
star -groupie
dealer - addict
villain-victim online friends
marriage on the rocks
ex-friends
marriage partners love-hate
best friends
teammates
buddies
old friends colleagues
siblings
neighbors
former friends
PRICE
MARKET SHARE
I# (*!/&’# $,v! #* b! +*-p.%+,#!(
Design as if we are
Fr%!&(/ IRL
Credit: Natalie Downe
The sites that make us happy
Engage All Our Senses
+ + + =
Everything is amazing and no one is happy
W! #%r! *f w$,# *&+! -,(! )/ $,pp"
PLAY I can try things
without risk
“ One minute I’m just playing around and the next thing I know it’s a credit hit.
-M, Boomer, Wired
VARIETY You surprise me a
little
CURIOSITY I always wondered
Credit: Kris Krug
No
S$,-!
“ The last thing I want is to feel bad about myself because I clicked on something.
-F, Millennial, Wired
Design for the
3r%.. *f #$! N!w
Credit: Hootsuite on Instagram
We feel most satisfied when there is
Continuity
Help, it’s a trap!
I#’/ &*# ,b*)# '!##%&' #$r*)'$ #$! 4&&!.
CONNECTION You know there is no digital / real divide
CURATION You help me discover
myself
“ Even though I know it’s an algorithm, somehow it feels personal and human.
-M, Millennial, Influencer
ASPIRATIONAL You speak to the
better me
“ I feel a little bit cooler just having been to the site, like maybe I’m in on a secret.
-F, GenX, Influencer
Design for
P,/#, Pr!/!&# & F)#)r!
Credit: The Sherbet Patch
When we are happy and we know it We Really Do Show It
Source: Change Sciences
A little happy--------------------------------------------------Really happy
Happy people want to explore
Gr!,#!r $,pp%&!//, 'r!,#!r !&','!-!&#
American HealthCare.gov Kayak Amazon Express
57! 70! 77!53!
Source: Change Sciences
Happiness
Re
com
me
nd
ati
on
s M*r! $,pp%&!//, -*r! r!+*--!&(,#%*&/
Source: Topsy + Change Sciences
Happy sites
65+ social sentiment Less happy
45 social sentiment
H,pp" f!!.%&', $,pp" #,.0
American HealthCare.gov Kayak Amazon Express
57! 70! 77!53!
Gr!,# $,pp%&!//, 'r!,#!r .%0!.%$**( #* r!#)r&
American HealthCare.gov Kayak Amazon Express
57! 70! 77!53!
Likelihood to return
Source: Change Sciences
Ha
pp
ine
ss R
ati
ng
Aft
er
Use
Amazon
Expedia
WebMD Chase Home Depot
Delta
Priceline Bank of America
US Bank
Best Buy
Kayak
CBS
T Rowe Price
Hotels.com USAA
Humana
Keep finding the Little Things That Make Us Happy
Measure
B!f*r!, ()r%&' & ,5!r
weeks days hours minutes now now minutes hours days
knowing smile
now
anticipation
happy spot
afterglow
fond memory
The Happy Experience Continuum
Pay attention to
3! S-,.. T*)+$!/
Take the pledge
H,pp%&!// 1r/# #happyfirst
H A P P Y
Practice
Design
Pamela Pavliscak @paminthelab
ChangeSciences.com