Engagement theory - preliminary directionsfrom HCI & Service Design Workshop 2009© John Knight 2009  Knight, J. (2009). Va...
Engagement extends and changes over time         Familiarity© John Knight 2009
Engagement is a dynamic value exchange process           Negative effect                 Halo effectNegative effect       ...
Value (perceived & realised) exchange is specific to phaseand context (e.g. different products & services)                 ...
Awareness Discovering a service and perceiving its potential value
Adoption A decisive action to take ownership of a product or service
First experience Initial engagement and use of possession
Bonding Initial interaction resulting in affiliation or rejection
Familiarity Regular or occasional use of a trusted product or service
Habitual Use Products and services become embedded in day-to-day life and almost invisible
Handover The current product or service can no longer fulfil its function satisfactorily
Implications for researching                                                     Traditional focus area of marketingengage...
Thanks for watching and comments welcomeCitationKnight, J. (2009). Value accumulation. In: Wild, P.J. The 2nd Workshop on ...
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Engagement value accumulation

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Engagement value accumulation

  1. 1. Engagement theory - preliminary directionsfrom HCI & Service Design Workshop 2009© John Knight 2009 Knight, J. (2009). Value accumulation. In: Wild, P.J. The 2nd Workshop on HCI and Services, HCI 2009 Workshop, 1st September. In: Blackwell, A. (Ed). Proceedings of Human Computer Interaction 2009 (HCI2009), Cambridge, UK, 1st-5th September, 2009
  2. 2. Engagement extends and changes over time Familiarity© John Knight 2009
  3. 3. Engagement is a dynamic value exchange process Negative effect Halo effectNegative effect Halo effectNegative effect Halo effect ity iarNeutral Famil© John Knight 2009
  4. 4. Value (perceived & realised) exchange is specific to phaseand context (e.g. different products & services) Aesthetics Branding Price Yearly Quality over replacement Trade in cost preferredNegative effect © John Knight 2009
  5. 5. Awareness Discovering a service and perceiving its potential value
  6. 6. Adoption A decisive action to take ownership of a product or service
  7. 7. First experience Initial engagement and use of possession
  8. 8. Bonding Initial interaction resulting in affiliation or rejection
  9. 9. Familiarity Regular or occasional use of a trusted product or service
  10. 10. Habitual Use Products and services become embedded in day-to-day life and almost invisible
  11. 11. Handover The current product or service can no longer fulfil its function satisfactorily
  12. 12. Implications for researching Traditional focus area of marketingengagement Traditional focus area of ecology Traditional focus area of anthropology Traditional focus area of ergonomics Traditional focus area of design Familiarity
  13. 13. Thanks for watching and comments welcomeCitationKnight, J. (2009). Value accumulation. In: Wild, P.J. The 2nd Workshop on HCI and Services, HCI 2009 Workshop, 1st September. In:Blackwell, A. (Ed). Proceedings of Human Computer Interaction 2009 (HCI2009), Cambridge, UK, 1st-5th September, 2009© John Knight 2009 13
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