Human Factors in Innovation - Euro IA 2009 - Kalbach

Human Factors in Innovation
September 2009

James Kalbach
User Experience Consultant LexisNexis
LIS Degree Rutgers University

Innovation is the new black

Invention
Innovation
Idea
Concept
Thought
Vision
Physical
Proof of concept
“Hardware”
Social
Information
“Software”

Innovation is about social applications of inventions, not about the inventions themselves…
Engineeering-driven corporate cultures fail…because they don’t address the social needs of their customers…
Bruce Nussbaum
“Are Engineers, Scientists And Mathematicians Enemies of Innovation?” Bruce Nussbaum, Business Week (June 16, 2009)
www.businessweek.com/innovate/NussbaumOnDesign/archives/2009/06/are_engineers_s.html

Factors Affecting Adoption
Perceived attributes
Type of innovation decision
Adoption process
Communication channels
Amount & type of promotion
Nature of the social system
Type of adopter
1.
Adoption of Innovation
2.
Human Factors
3.

1. Perceived Attributes

Perceived Attributes
1. Relative AdvantageIs it better?
2. CompatibilityIs it appropriate?
3. ComplexityIs it understandable?
4. TrialabilityCan it be tested?
5. ObservabilityWhat does it look like?
Examples of non-adoption

1. Relative Advantage
USP?

Strategy Canvas

2. Compatability
Is It Appropriate?

2. Compatability

3. Complexity
Learning Curve

“Good Enough” Design

4. Trialability

Persuasive IA

5. Observability

Visbility
Breadth vs Depth
“Information Scent“

2. Adoption Process

Phases In Adoption
Knowledge
Persuasion
Decision
Implemen-tation
Confirma-tion
Relative Advantage
Compatabiltiy
Complexity
Trialability
Observability
Uncertainty drives the process of adoption

3. Types of Adopters

Pragmatists
‘Stick with
the crowd‘
Conservatives
‘Prove it‘
Visionaries
‘Be first‘
Sceptics
‘I doubt it‘
Techies
‘Let‘s
try it out‘
Uncertainty drives attitude toward adoption

It turns out our attitude toward technology adoption becomes significant…any time we are introduced to products that require us to change our current mode of behavior...

George
Opportunities
Due to personnel cuts, needs help with basic administrative tasks
Doesn’t have time to learn new programmes and technologies, but knows they can make things easier
Concerned about data backups
Maintains both electronic and paper client files and calendars
Lawyer
“Competition is tough, so I
strive to give clients sound
legal advice.”
Company & Role
Medium-size firm: 8 fee-earning lawyers, 3 secretaries
Practicing law for 7 years
Focus on traffic law and some family law, but takes cases in other areas as needed
Has about 30 active client matters at any time
Background & Skills
36 years old, divorced, 2 children
Has email and internet for work, used regularly
Novice database searcher, doesn’t invest time to improve
Not very tech affine, doesn’t like to deal with tech problems; Needs certainty new tools will improve work
Tools & Resources
A few key books at his desk, shared documentation room
Practice management software and paper client files
Subscriptions limited to key journals
Account with an online research service
Firm is very conscious about spending on resources
Work Activities (110%)
Go to court (45%)
Prepare briefs, documents; Research (20%)
Consult with clients face-to-face (15%)
Admin work on files, time tracking (10%)
Correspond with clients on a matter (10%)
Keep up-to-date (5%)
Manage business (personnel, supplies) (5%)
Typical Work Day
8:30 Check messages, deadlines, prioritize work
9:00 Go to court
12:30 Return, correspond with clients
13:00Lunch break
14:00 Reprioritize, correspondence, manage office
15:00 Consult clients face-to-face in office
18:00 Client file work, research, prepare next day
19:00 Go home with law journal and client files
Late Majority
Sources: Interviews internally; Market segmentation documentation; Monster.com; Interviews with customers

Perceived Attributes
Adoption Process
3. Types of Adopters

What are innovations in IA?

Faceted Classification
, personality
; matter-property
: energy
. space
' time
1933: Colon Classification
S. R. Ranganathan

Relative Advantage?
Compatability?
Complexity?
Triability?
Observability?

Conclusion
IA and UX are fundamentally about innovation
Tie innovation to human behavior
Address human factors of innovation
Conduct ethnographic research
Use existing frameworks to lower uncertainty
Take advantage of the paradigm shift
Design innovation has never been so relevant
Reach out to managers looking to innovate
Focus on the risk of non-adoption
Leverage existing techniques

Thank You
James.Kalbach@gmail.com
www.experiencinginformation.com

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Human Factors in Innovation - Euro IA 2009 - Kalbach

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