Making Hard (Strategic) Decisions about Products and Portfolios
Products are Hard
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Transcript of Products are Hard
UNDERSTANDING A
BILLION USERS HOW PEOPLE ARE
JUDD ANTIN UX RESEARCH FACEBOOK
THE SAME DIFFERENT AND ALSO
Judd Antin | UEX Research | Facebook Products are Hard 3 | APR 02
BE ETHNOCENTRIC
• ETHNOCENTRIC SLIDE
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— GEORGE JOHNSON “KING ALGORITHM” THE NEW YORK TIMES SEPTEMBER 23, 2007
NO ONE BUT A UTOPIAN WOULD HAVE PREDICTED HOW READILY PEOPLE WILL WORK FOR FREE. WE’RE CHEAPER THAN HARDWARE — A GOOD THING CONSIDERING HOW HARD WE ARE TO DUPLICATE.
“
Judd Antin | UEX Research | Facebook Products are Hard 7 | APR 02
OVER-SIMPLIFICATION ONE-SIZE-FITS-ALL, RIGHT?
(Micky Aldridge via Flickr)
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Gamification! Gamification!
YOU EARNED THE “YOU EARNED A BADGE!” BADGE!
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USER INTERACTION LEADERBOARDS, BADGES, METRICS, FEEDBACK
INCENTIVES MONEY, COMPETITION, ATTENTION, CAKE
MOTIVATION (SOCIAL PSYCHOLOGICAL PROCESSES) E.G., SELF-EFFICACY, MASTERY, SOCIAL APPROVAL
USER INTERACTION LEADERBOARDS, BADGES, METRICS, FEEDBACK
INCENTIVES MONEY, COMPETITION, ATTENTION, CAKE
Judd Antin | UEX Research | Facebook Products are Hard 14 | APR 02
14 Yahoo! Presentation, Confidential
COMPETITION
Judd Antin | UEX Research | Facebook Products are Hard 16 | APR 02
GOAL SETTING
Antin, J., & Churchill, E. F. (2011). Badges in Social Media: A Social Psychological Perspective. Proceedings of the 2011 SIGCHI conference on Human Factors in computing systems. Vancouver, BC, Canada.
Judd Antin | UEX Research | Facebook Products are Hard 33 | APR 02
WISDOM
KNOWLEDGE
INFORMATION
DATA
Judd Antin | UEX Research | Facebook Products are Hard 35 | APR 02
REMEMBER ONE THING
USER INTERACTION LEADERBOARDS, BADGES, METRICS, FEEDBACK
INCENTIVES MONEY, COMPETITION, ATTENTION, CAKE
MOTIVATION (SOCIAL PSYCHOLOGICAL PROCESSES) E.G., SELF-EFFICACY, MASTERY, SOCIAL APPROVAL
USER INTERACTION LEADERBOARDS, BADGES, METRICS, FEEDBACK
INCENTIVES MONEY, COMPETITION, ATTENTION, CAKE