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User Experience Professionals       The Emerging Value PropositionPresented to Manchester Community College - Technology S...
About me...Michael RawlinseBusiness Product Manager at Cigna                  •Certified Usability Analyst since 2003      ...
Why compelling?Shifting Technology Focus... Big Hardware           Smaller Hardware            Software          People!  ...
What is Usability?Navigation           Decision Making             4
More definitions...Effectiveness - can users achieve their goalsEase of learning - how fast do they learn the interface or ...
User Experience...             6
What’s a usability test?           7
Where’s the USB port?               8
People respond to software & hardware that is easy to use.                               Cool, but not                    ...
Mental models?“Things should work the way we think they should work...... if you break the user’s mental model - they resp...
UX Tools: Persuasion...Life = making choicesMore information = more difficult to chooseMore choices available = more difficu...
Prefrontal Cortex @ logic (no!)   Controls reasoning and logic                         12
Amygdala @ emotions (yes!)Semi-automatic reactions                           13
Influencing people...ReciprocationCommitment & ConsistencySocial ProofAuthorityLikingScarcity                      14
Leveraging persuasion...Use reciprocity to give things away for free andpeople will returnPeople are inclined to return fa...
“Freemium” strategies...Free newsletters and RSS FeedsFree TipsFree webinars/podcastFree trial software...Goal: Ask users/...
The sub-conscious mind...When something is scarce, people automatically perceive itmore valuableScarcity in time is extrem...
Designing for trust...Authority figures can trigger behaviors... Establishingauthority makes it easy for people to choose y...
Changing behaviors...Commitment/Consistency - the moment peopledecide on something, they start convincingthemselves it’s t...
Create, Test, Adjust...http://patternry.com/patterns/                                      http://www.verifyapp.com  http:...
Applied Persuasion...                  Piano stairs - TheFunTheory.com http://www.youtube.com/watch?v=2lXh2n0aPyw         ...
Suggested Reading...            22
Getting Started in UX...http://www.ctupa.orghttp://www.upassoc.org/http://uxmag.com/articles/why-persuasive-design-should-...
Questions?michael.rawlins@gmail.com            24
Thank you!    25
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MCC Technology Class (April 2012)

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Transcript of "MCC Technology Class (April 2012) "

  1. 1. User Experience Professionals The Emerging Value PropositionPresented to Manchester Community College - Technology Seminar April, 2012 Michael Rawlins, User Experience Strategist
  2. 2. About me...Michael RawlinseBusiness Product Manager at Cigna •Certified Usability Analyst since 2003 •Certified User Experience Analyst (late 2012) •Early adopter of Social Networking •Instructor of: •Usability Testing Methods •Interaction Design Techniques •Persuasive Design Techniques (PET) •Social Networking Strategy 2
  3. 3. Why compelling?Shifting Technology Focus... Big Hardware Smaller Hardware Software People! 60’s - mid 70’s mid-70’s - 80’s 90’s Now User Experience... 3
  4. 4. What is Usability?Navigation Decision Making 4
  5. 5. More definitions...Effectiveness - can users achieve their goalsEase of learning - how fast do they learn the interface or system constructEfficiency of use - how fast users complete tasksMemorability - short & long term memory leveragedError prevention - is there forgivenessUser satisfaction - do users like the application 5
  6. 6. User Experience... 6
  7. 7. What’s a usability test? 7
  8. 8. Where’s the USB port? 8
  9. 9. People respond to software & hardware that is easy to use. Cool, but not intuitively obvious... 9
  10. 10. Mental models?“Things should work the way we think they should work...... if you break the user’s mental model - they respondnegatively.” 10
  11. 11. UX Tools: Persuasion...Life = making choicesMore information = more difficult to chooseMore choices available = more difficult to choosePeople have developed semi-automatic reactionsto help make choices. 11
  12. 12. Prefrontal Cortex @ logic (no!) Controls reasoning and logic 12
  13. 13. Amygdala @ emotions (yes!)Semi-automatic reactions 13
  14. 14. Influencing people...ReciprocationCommitment & ConsistencySocial ProofAuthorityLikingScarcity 14
  15. 15. Leveraging persuasion...Use reciprocity to give things away for free andpeople will returnPeople are inclined to return favors you have done forthemChances are you’re already giving somethingaway for free 15
  16. 16. “Freemium” strategies...Free newsletters and RSS FeedsFree TipsFree webinars/podcastFree trial software...Goal: Ask users/visitors to promote your content inreturn for what they get. 16
  17. 17. The sub-conscious mind...When something is scarce, people automatically perceive itmore valuableScarcity in time is extremely effective (example:limited access to content, previews, etc.)Scarcity in amount is equally effective in gainingusers/visitors attention 17
  18. 18. Designing for trust...Authority figures can trigger behaviors... Establishingauthority makes it easy for people to choose you, yourproduct or service offering over the next distractionSocial Proof “People are like sheep!”. The moreinformation we put in front of our users/visitors, the morethey rely on other people’s choices to maketheir own 18
  19. 19. Changing behaviors...Commitment/Consistency - the moment peopledecide on something, they start convincingthemselves it’s the right choiceGoal: Leveraging all of these elements as part of aPersuasive Architecture enables smart companies torationalize social media initiatives. 19
  20. 20. Create, Test, Adjust...http://patternry.com/patterns/ http://www.verifyapp.com http://www.patterntap.com 20
  21. 21. Applied Persuasion... Piano stairs - TheFunTheory.com http://www.youtube.com/watch?v=2lXh2n0aPyw 21
  22. 22. Suggested Reading... 22
  23. 23. Getting Started in UX...http://www.ctupa.orghttp://www.upassoc.org/http://uxmag.com/articles/why-persuasive-design-should-be-your-next-skill-sethttp://uxmag.com/articles/user-experience-for-developershttp://aneventapart.com/alasurvey2010/01.html 23
  24. 24. Questions?michael.rawlins@gmail.com 24
  25. 25. Thank you! 25
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