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MCC Technology Class (April 2012)
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MCC Technology Class (April 2012)


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Presented to MCC Technology class

Presented to MCC Technology class

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  • 1. User Experience Professionals The Emerging Value PropositionPresented to Manchester Community College - Technology Seminar April, 2012 Michael Rawlins, User Experience Strategist
  • 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. 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. What is Usability?Navigation Decision Making 4
  • 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. User Experience... 6
  • 7. What’s a usability test? 7
  • 8. Where’s the USB port? 8
  • 9. People respond to software & hardware that is easy to use. Cool, but not intuitively obvious... 9
  • 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. 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. Prefrontal Cortex @ logic (no!) Controls reasoning and logic 12
  • 13. Amygdala @ emotions (yes!)Semi-automatic reactions 13
  • 14. Influencing people...ReciprocationCommitment & ConsistencySocial ProofAuthorityLikingScarcity 14
  • 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. “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. 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. 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. 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. Create, Test, Adjust... 20
  • 21. Applied Persuasion... Piano stairs - 21
  • 22. Suggested Reading... 22
  • 23. Getting Started in UX...http://www.ctupa.org 23
  • 24. Questions? 24
  • 25. Thank you! 25