Designing for Change

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Originally presented at UXLX in Lisbon. Description:

Have you heard this in your organization?

“Users hate change”

Usually it’s right before a major release, prepping for the coming storm, or right after a release when the customer service is screaming about all the screaming they are hearing. Or perhaps you are struggling to move customers off an old solution to a new one you’ve come up with, but adoption just won’t happen. Users can’t hate change. If users hated change, Google would have failed, and we’d be happy with Altavista. Facebook would have failed, because Friendster was enough. Paypal would have failed, because, you know, credit cards.

There is a right way and a wrong way to introduce change to your userbase, and sadly the bully-tactics of facebook and Apple have become the norm. But if you are a small company, you can’t afford to impose change sloppily on your userbase. You need to get it right.

In this workshop we will cover:

The psychology of change, and why users resist it
Change strategies: band-aid removal systems
Messaging change to emphasize value
Onboarding users to a changed experience
The power of progress to internalize value
Design for change
This workshop will be highly interactive, with exercises and discussions so we can focus on your goals and needs as you introduce new products and revamp the old.

Intended Audience:
Designers & Product Managers seeking to launch redesigns, new features, or new products into existing markets.

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  • 34:28-37:25 http://www.criticalcommons.org/Members/fearv/clips/indie-game-the-movie-edmund-mcmillen-discusses

  • 34:28-37:25 http://www.criticalcommons.org/Members/fearv/clips/indie-game-the-movie-edmund-mcmillen-discusses

  • Dance Central: you have to do the moves along with the dancer to earn points
  • Dance Central made learning the moves a key part of the game, not just a simple add on. You feel like you are really learning to dance.
  • Designing for Change

    1. DESIGNING FOR CHANGE
    2. I’ve introduced a lot of change • Adopt new events app • Change search behavior • Keep photos online • Leave Facebook to play games • Redesign profiles
    3. CHANGE When is it awesome? When does it suck?
    4. Tripit Imaginary project Goal: 1. increase engagement, measured in DAU 2. increase revenue Plan: Add hotel booking from inside app, via Booking.com integration Project pressures: BD closed deal with Lonely Planet, wants to integrate “tips” Head of Design wants to do a “refresh” of the look
    5. • Redesign these two pages
    6. HELL AND HEAVEN 3 min silent listing of what you hate about travel 3 min silent listing of what you love about travel 15 min affinity map
    7. WHY WE HATE CHANGE And why we love it
    8. LOSS AVERSION “If a man can write a better book, preach a better sermon, or make a better mousetrap than his neighbor, though he build his house in the woods, the world will make a beaten path to his door.” Ralph Waldo Emerson was mistaken
    9. EVALUATE PERCEIVED VALUE EVALUATE RELATIVE TO WHAT THEY KNOW
    10. The IKEA Effect
    11. LOSS OF CONTROL
    12. HTTP://INTERACTION14.IXDA.ORG/PROGRAM/ SATURDAY/401-THE-SHOCK-OF-THE-NEW
    13. MINE YOURS When does a website stop being perceived as belonging solely to the company?
    14. MUSCLE MEMORY & COGNITIVE LOAD
    15. From Serious Pony’s Blog “Your App Makes Me Fat” http://seriouspony.com/blo g/2013/7/24/your-app- makes-me-fat
    16. From Serious Pony’s Blog “Your App Makes Me Fat” http://seriouspony.com/blo g/2013/7/24/your-app- makes-me-fat
    17. QUESTION: SHOULD YOU EVEN MAKE A CHANGE?
    18. EMPATHY MAP 20 minutes
    19. ELEVATOR PITCH 10 Minutes For (target customer) who has (customer need), (product name) is a (market category) that (one key benefit). Unlike (competition), the product (unique differentiator).
    20. BREAK Resume at 11
    21. PLANNING FOR CHANGE
    22. HEAD HEART HANDS ABC; Affective, behavioral, cognitive
    23. HEAD: DIRECT THE RIDER Bright Spots Script the moves Point to the destination
    24. POINT TO THE DESTINATION An intellectual argument
    25. FOLLOW THE BRIGHT SPOTS Earlyvangelists
    26. SCRIPT THE KEY MOVES Plan to teach
    27. New! Easier to scan through your tweets! Looking for replies? Here they are. First I thought twitter was broken… where was my reply? Would have it killed them to tell me they rearranged everything?
    28. TIP: JUST IN TIME INFORMATION BEATS ANY BORING TUTORIAL!
    29. In this clip from Indie Game: The Movie (http://www.indiegamethemovie.com/), Edmund McMillen, co-designer of Super Meat Boy, explains some key principles of game design.
    30. In this clip from Indie Game: The Movie (http://www.indiegamethemovie.com/), Edmund McMillen, co-designer of Super Meat Boy, explains some key principles of game design.
    31. To play Dance Central, you have to learn the moves
    32. They make the learning into a game too– if you can decode the picture, you can get a diamond and skip the practice
    33. HEART: FIND THE FEELING Motivate The Elephant Shrink the Change Growth Mindset
    34. MOTIVATE Emotional Appeal
    35. GROWTH MINDSET
    36. SHRINK THE CHANGE
    37. HANDS: SHAPE THE PATH Build on old habits Tweak the Environment Rally the herd
    38. BUILD ON OLD HABITS
    39. TWEAK THE ENVIRONMENT
    40. RALLY THE HERD
    41. STUDIO 3 on planning team, 3 on screens team Deliverables: 4 slides Time: 30 minutes 1. Pitch 2. Empathy map 3. Plan for rollout (what you are doing, and when, & how) 4. Key Screens
    42. PRESENT
    43. Q&A Turn and face the strange

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