Engagement theory - preliminary directions

from HCI & Service Design Workshop 2009

© John Knight 2009Knight, J. (2009). Value accumulation. In: Wild, P.J. The 2nd Workshop on HCI and Services, HCI 2009 Workshop, 1st September. In: Blackwell, A. (Ed). Proceedings of Human Computer Interaction 2009 (HCI2009), Cambridge, UK, 1st-5th September, 2009

Familiarity© John Knight 2009

Engagement extends and changes over time

Halo effect

Familiarity

Halo effect

Halo effect

Neutral

Negative effect

Negative effect

Negative effect

© John Knight 2009

Engagement is a dynamic value exchange process

Negative effect

Aesthetics

BrandingPrice

Yearly replacement Trade in

preferred

Quality over cost

© John Knight 2009

Value (perceived & realised) exchange is specific to phase and context (e.g. different products & services)

Discovering a service and perceiving its potential value

Awareness

A decisive action to take ownership of a product or service

Adoption

Initial engagement and use of possession

First experience

Initial interaction resulting in affiliation or rejection

Bonding

Regular or occasional use of a trusted product or service

Familiarity

Products and services become embedded in day-to-day life and almost invisible

Habitual Use

The current product or service can no longer fulfil its function satisfactorily

Handover

Familiarity

Traditional focus area of marketing

Traditional focus area of

ergonomics

Traditional focus area of design

Traditional focus area of anthropology

Traditional focus area of ecology

Implications for researching engagement

13

Thanks for watching and comments welcome

© John Knight 2009

Knight, J. (2009). Value accumulation. In: Wild, P.J. The 2nd Workshop on HCI and Services, HCI 2009 Workshop, 1st September. In: Blackwell, A. (Ed). Proceedings of Human Computer Interaction 2009 (HCI2009), Cambridge, UK, 1st-5th September, 2009

Citation