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Digital Innovation
Tunde Cockshott
14th September 2010
© Amaze 2010
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amazeDigital Innovation - Tunde Cockshott Sep 2010
The future of user centered design
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Consumer expectations change…rapidly
Time
Cap
abili
ties
Cu
stom
er exp
ectation
s
?
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Since 2003 website improvements have stalled… only 3% of websites provide a “compelling experience” and only 3% have passed Forrester’s website review assessment (Forrester 2009)
Source:ForresterOct 2009
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But the user centred design ‘industry’ has grown exponentially over the same period…
So where does the problem lie?
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amazeDigital Innovation - Tunde Cockshott Sep 2010
Lets recap:
“The central premise of user centred design is that the best designed products and services result from understanding the needs of the people who will use them.”
Design Council
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amazeDigital Innovation - Tunde Cockshott Sep 2010
Well established benefits and fundamental element of design process.
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amazeDigital Innovation - Tunde Cockshott Sep 2010
Lets recap:
So how do we do currently do user centered web design?
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amazeDigital Innovation - Tunde Cockshott Sep 2010
We collect masses of data about our users, to understand all the
different “me’s” that make up our user base.
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amazeDigital Innovation - Tunde Cockshott Sep 2010
and aggregate them to make “typical” user models, we built
personas ....
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amazeDigital Innovation - Tunde Cockshott Sep 2010
and we develop idealised user journeys...
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amazeDigital Innovation - Tunde Cockshott Sep 2010
and then we test and improve.
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amazeDigital Innovation - Tunde Cockshott Sep 2010
Personas are too simplistic and are surface level
User journeys are good for post- rationalising decisions but not
realistic
Testing may give you the answer to what happens, but not why it
happens.
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amazeDigital Innovation - Tunde Cockshott Sep 2010
So how do we do improve the situation?
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amazeDigital Innovation - Tunde Cockshott Sep 2010
Ethnographic research is about long term study of individuals, cultures and groups. To develop understanding of how they operate, interact and their cultural and belief systems.
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amazeDigital Innovation - Tunde Cockshott Sep 2010
Meet them, observer them, see what they like, their habits, their
annoyances, where they interact with you, when, why and with whom etc. A study of real people is far, far
more insightful then abstract number crunching.
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amazeDigital Innovation - Tunde Cockshott Sep 2010
Neuroscientists observe what happens in our brain when we
engage in activities and are exposed to information and experiences.Neuromarketing applies these
techniques this monitor the brains response to marketing and product
messages.
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amazeDigital Innovation - Tunde Cockshott Sep 2010
Economists used to model humans as rational, logical beings.But since the 60’s, behavioural economics has shown we act in irrational, illogical ways, e.g. prospect theory, fairness etc
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amazeDigital Innovation - Tunde Cockshott Sep 2010
Behavioural economics grew out of marrying Psychology and sociology
with ecconomics
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amazeDigital Innovation - Tunde Cockshott Sep 2010
Personas gives us a surface understanding, a common target.
Neuroscience tells us how people are responding
Psychology gives us theories and models about why.
Ethnographic research lets us observe real user behaviour and usage.
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amazeDigital Innovation - Tunde Cockshott Sep 2010
The shelves of psychology libraries are stocked with masses of tested data and models / observations/ theories of human behaviour, lets apply them.
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amazeDigital Innovation - Tunde Cockshott Sep 2010
Some examples
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amazeDigital Innovation - Tunde Cockshott Sep 2010
Cart abandonment is not just about functional usability.
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amazeDigital Innovation - Tunde Cockshott Sep 2010
The behavioural and social elements are just as important.
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amazeDigital Innovation - Tunde Cockshott Sep 2010
Stages of Change Model(digital interpretation of Prochaska and Di Clemente’s model for achieving individual > group changes in behavior.) Aim to move individuals (and groups) through the cycles of change from pre-contemplation to maintenance actively avoiding stopping.
Pre-contemplationNot currently considering change: "Ignorance is bliss"
ContemplationAmbivalent about change: "Sitting on the fence"
PreparationSome experience with change and are beginning to try to change:"Testing the waters"
ActionImplementing new behaviour
MaintenanceContinued commitment to sustaining new behaviour
Relapse/Stopping?Resumption of old behaviours: "Fall from grace"
Encourage self-exploration, not actionExplain and personalize the risk
Encourage evaluation of pros and cons of behaviour changeIdentify and promote new, positive outcome expectations
Identify and assist in problem solving eg: removing obstaclesVerify that user has underlying skills for behaviour changeEncourage small initial steps
Focus on restructuring cues and social supportBolster self-efficacy for dealing with obstaclesAcknowledge personal impact of action,(eg giving) and reiterate wider benefits
Plan for follow-up supportReinforce internal rewardsDiscuss coping with relapse
Evaluate trigger for stoppingReassess motivation and barriers to action whilst not harassing
Real World Techniques
Digital Techniques
Digital marketing targeted at giving the issue a personal dimension. Make it about the viewer. Tools which allow them to relate to the issue. (Facebook lost friends) vivid, personalized, and concrete information will have far more influence on the decision to donate than abstract statistical data or general appeals.
Target altruistic motivation, through quantifiable benefits. Your contribution of amount X will achieve Y. Present emotive arguments.
Make process of giving as simple as possible. Relate process to existing online behaviour. Make sure the user is always in control of process.
Provide links to online sponsorship services and other methods of donation. Import address books from social networking sites (eg online sponsorship). Congratulate and thank positive contributions. Show potential immediate impact of individual’s contribution.On-going personalised DM coupled with suggestions for further action (eg facilitate opportunities for regular direct payment). Provide opportunities for online recognition of achievements
Remind user of previous actions, what it has achieved and re-iterate thanks. Use Dm to encourage renewed contemplation.
Equip individual with digital and real world tools to achieve group change. Make friends aware of BRC and potential sponsorship. Provide collateral for dealing with other’s apathetic/cynical/ negative views. Congratulate and thank positive contributions. Emphasis cumulative effect. Obama Example
Individual Impact on Group
Stages of change model is a framework for producing long term
behavioural change.
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amazeDigital Innovation - Tunde Cockshott Sep 2010
Social norm marketing is about redressing our inaccurate
perceptions of the normal behavior against the actual norm.
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amazeDigital Innovation - Tunde Cockshott Sep 2010
However, social norm marketing is effective in the lab but in the field the effect is often short lived. Users exhibit a boomerang effect.
The inclusion of a visual message conveying social approval or disapproval dramatically increases the long term effectiveness.
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amazeDigital Innovation - Tunde Cockshott Sep 2010
How does your site say thank you?
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amazeDigital Innovation - Tunde Cockshott Sep 2010
Real world
Digital world
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amazeDigital Innovation - Tunde Cockshott Sep 2010
Summary
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amazeDigital Innovation - Tunde Cockshott Sep 2010
Digital Psychology:Deeper understanding of the “why”Evidence based starting pointDiverse field of applicable knowledge
Neuromarketing:Deeper understanding of “how” users respondAids in the design of triggers
Ethnography:Deeper understanding of how users live their livesPlaces their engagement in a real context