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© 2008 frog design. Confidential & Proprietary.
IxDA 2009
13
IxDA 2009
IxDA 2009
Interaction Design
IxDA 2009
Interaction Design
IS NOT ABOUT
IxDA 2009
Interaction Design
IS NOT ABOUT
Computing Technology
IxDA 2009
IxDA 2009
IxDA 2009
Technology is not our medium...
IxDA 2009
...behavior is!
IxDA 2009
Data Visualization
IxDA 2009
Data Visualization
IxDA 2009
Data Visualization
IxDA 2009
IxDA 2009
IxDA 2009
IxDA 2009
IxDA 2009
IxDA 2009
IxDA 2009
IxDA 2009
IxDA 2009
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The things that reduce my stress, like
yoga, take 2+ hours out of my day, so I
don’t have time for that. I would definitely
get a stress monitoring device, if I knew it
didn’t take too much time out of my day
for the breathing exercises.
Customer Service Representative
IxDA 2009
IxDA 2009
© 2008 frog design. Confidential & Proprietary.
IxDA 2009
13
IxDA 2009
It would be a great tool for people who
have a harder time feeling what’s going on
in their body. It gives people a way to ‘see’
the result of an exercise or activity in their
body.
Chiropractor
© 2008 frog design. Confidential & Proprietary.
IxDA 2009
© 2008 frog design. Confidential & Proprietary.
IxDA 2009
© 2008 frog design. Confidential & Proprietary.
IxDA 2009
13
Functionalism is only half the
battle. The way you elicit
engagement and interest
from someone is to appeal to
their aesthetic sensibilities.
Ben Cerveny, Stamen Design
IxDA 2009
IxDA 2009
IxDA 2009
IxDA 2009
IxDA 2009
IxDA 2009
It makes me fall into a sort of meditative
state....it is comforting to know that it is
there when I do need it.
IxDA 2009
IxDA 2009
© 2008 frog design. Confidential & Proprietary.
IxDA 2009
13
OLD MODEL:
tracking, measurement & analysis
© 2008 frog design. Confidential & Proprietary.
IxDA 2009
13
NEW MODEL:
?
IxDA 2009
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© 2008 frog design. Confidential & Proprietary.
IxDA 2009
13
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IxDA 2009
© 2008 frog design. Confidential & Proprietary.
IxDA 2009
13
PERSONAL
ABRUPT
IMMORAL
NOW
© 2008 frog design. Confidential & Proprietary.
IxDA 2009
13
IxDA 2009
IxDA 2009
IxDA 2009
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60
IxDA 2009
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IxDA 2009
© 2008 frog design. Confidential & Proprietary.
IxDA 2009
13
The most important modification that
must be made to a standard analysis of
incentives is salience.
Nudge
IxDA 2009
IxDA 2009
IxDA 2009
67
© 2008 frog design. Confidential & Proprietary.
IxDA 2009
13
Looking from one emotional state to
another is difficult. But to make informed
decisions we need to somehow experience
and understand the emotional state we will
be in at the other side of the experience.
Learning how to bridge that gap is essential
to making some of the important decisions
of our lives.
Dan Ariely
IxDA 2009
IxDA 2009
We guide our lives not by reason, but by
immediate comparison: by the exemplar
rather than by the rule.
Peter Whybrow
IxDA 2009
71
IxDA 2009
72
© 2008 frog design. Confidential & Proprietary.
IxDA 2009
13
This hijacking of the brain's attention by an
overload of social stimulation engages the
same chemical pathways of reward as do
such drugs as caffeine, nicotine, cocaine
and the amphetamines.
Peter Whybrow
Text
IxDA 2009
IxDA 2009
IxDA 2009
The good news is that we can sometimes
control the 'circles' around us, moving
towards smaller circles that boost our
relative happiness.
Dan Ariely
IxDA 2009
IxDA 2009
IxDA 2009
IxDA 2009
IxDA 2009
market exchanges vs social exchanges
© 2008 frog design. Confidential & Proprietary.
IxDA 2009
13
THE NEW MODEL
immediacy & influence
IxDA 2009
IxDA 2009
THE NEW MODEL
immediacy & influence & impact
IxDA 2009
IxDA 2009
IxDA 2009
Outputs
Outcomes
Impacts
IxDA 2009
85% reduction
in the infant mortality rate, from 120 per
1000 to 8 per 1000, in Senegal through an early
detection mobile alert service.
1,000,000 sms
being sent by the Ministry of Health in Saudi Arabia
as part of a national campaign against the spread
of osteoporosis.
14% improvement
in patients' symptoms of depression and
satisfaction with their care in a recent USA study
when phone therapy is added to
regular care.
300% increase
in calls to National AIDS Hotline in South Africa
after launch of Project Masiluleke.
6x response
SMS stop-smoking campaign in England (30%
versus 6% response rates).
100,000 users
In first day of trial of New Zealand SMS prescription
drug education service.
450 people
Responded to a cleft palate awareness campaign in
South Africa in one month.
IxDA 2009
1. AWARENESS 2. REFERRAL 3. TESTING 4. TREATMENT
40%
4,000,000
People estimated
HIV infected in KZN.
10%
400,000
HIV positive people who
will develop AIDS each
year.
5%
500,000
People who have been
tested and know their
status.
2%
200,000
People currently in
treatment. 40% default
in 2 years.
200,000
10,000,000
IxDA 2009
1. AWARENESS 2. REFERRAL 3. TESTING 4. TREATMENT
200,000
10,000,000
Mobile Awareness
& Access
Self Testing
Service
Mobile Treatment
Support
IxDA 2009
1. AWARENESS 2. REFERRAL 3. TESTING 4. TREATMENT
200,000
10,000,000
Self Testing
Service
Mobile Treatment
Support
In October 2008 we launched a service to deliver
information on HIV / TB to the broadest population at
the lowest possible cost using mobile technologies.
Mobile Awareness
& Access
© 2008 frog design. Confidential & Proprietary.
IxDA 2009
13
IxDA 2009
1. AWARENESS 2. REFERRAL 3. TESTING 4. TREATMENT
200,000
10,000,000
Mobile Awareness
& Access
Mobile Treatment
Support
For the next phase of Project M, we are actively exploring
a breakthrough distributed diagnostics model: low-cost,
at-home HIV testing with mobile counseling support.
Self Testing
Service
IxDA 2009
85% of men said they
are less likely to test.
78% of men would
prefer to test at home.
“The clinics are full of people I know.”
“I don’t want people to see
me standing in queues. I
want it to be private and
secret.”
“I wouldn’t visit the clinic because of the
undignified way health care workers handle
the issues of patients.”
© 2008 frog design. Confidential & Proprietary.
IxDA 2009
© 2008 frog design. Confidential & Proprietary.
IxDA 2009
© 2008 frog design. Confidential & Proprietary.
IxDA 2009
© 2008 frog design. Confidential & Proprietary.
IxDA 2009
© 2008 frog design. Confidential & Proprietary.
IxDA 2009
© 2008 frog design. Confidential & Proprietary.
IxDA 2009
© 2008 frog design. Confidential & Proprietary.
IxDA 2009
© 2008 frog design. Confidential & Proprietary.
IxDA 2009
© 2008 frog design. Confidential & Proprietary.
IxDA 2009
IxDA 2009
“I think they would love this
kind of test. People are so
afraid to go to the clinic.
We would like to have this
test instead.”
“It is important, and this system can
be easy, because people are afraid, but
everyone needs to know their status.”
“We are all looking forward
to them! You need to hurry
up and get them out, so I
don’t have to see my other
friends die.”
“You’re very late. I’ve watched so many of my
friends die, because they are too scared to
go to the clinic.”
© 2008 frog design. Confidential & Proprietary.
IxDA 2009
© 2008 frog design. Confidential & Proprietary.
IxDA 2009
Communities can participate in assembling the kits, building
local pride and a strong sense that they can help themselves.
© 2008 frog design. Confidential & Proprietary.
IxDA 2009
13
Understanding is important, but it’s only
the beginning. It’s got to lead to a change
in behavior. The question interaction
designers need to ask ourselves, then, is
this: how can our work help people to not
only understand the change needed, but
also to begin making it?
Tom Igoe
IxDA 2009
behavior = our medium
IxDA 2009
sustainability = a problem of behavior
IxDA 2009
sustainability = our problem
© 2008 frog design. Confidential & Proprietary.
IxDA 2009
13

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Interaction design IS NOT ABOUT computing technology

  • 1. © 2008 frog design. Confidential & Proprietary. IxDA 2009 13 IxDA 2009
  • 4. IxDA 2009 Interaction Design IS NOT ABOUT Computing Technology
  • 7. IxDA 2009 Technology is not our medium...
  • 24. IxDA 2009 The things that reduce my stress, like yoga, take 2+ hours out of my day, so I don’t have time for that. I would definitely get a stress monitoring device, if I knew it didn’t take too much time out of my day for the breathing exercises. Customer Service Representative
  • 27. © 2008 frog design. Confidential & Proprietary. IxDA 2009 13
  • 28. IxDA 2009 It would be a great tool for people who have a harder time feeling what’s going on in their body. It gives people a way to ‘see’ the result of an exercise or activity in their body. Chiropractor
  • 29. © 2008 frog design. Confidential & Proprietary. IxDA 2009
  • 30. © 2008 frog design. Confidential & Proprietary. IxDA 2009
  • 31. © 2008 frog design. Confidential & Proprietary. IxDA 2009 13 Functionalism is only half the battle. The way you elicit engagement and interest from someone is to appeal to their aesthetic sensibilities. Ben Cerveny, Stamen Design
  • 37. IxDA 2009 It makes me fall into a sort of meditative state....it is comforting to know that it is there when I do need it.
  • 40. © 2008 frog design. Confidential & Proprietary. IxDA 2009 13 OLD MODEL: tracking, measurement & analysis
  • 41. © 2008 frog design. Confidential & Proprietary. IxDA 2009 13 NEW MODEL: ?
  • 52. © 2008 frog design. Confidential & Proprietary. IxDA 2009 13
  • 55. © 2008 frog design. Confidential & Proprietary. IxDA 2009 13 PERSONAL ABRUPT IMMORAL NOW
  • 56. © 2008 frog design. Confidential & Proprietary. IxDA 2009 13
  • 64. © 2008 frog design. Confidential & Proprietary. IxDA 2009 13 The most important modification that must be made to a standard analysis of incentives is salience. Nudge
  • 68. © 2008 frog design. Confidential & Proprietary. IxDA 2009 13 Looking from one emotional state to another is difficult. But to make informed decisions we need to somehow experience and understand the emotional state we will be in at the other side of the experience. Learning how to bridge that gap is essential to making some of the important decisions of our lives. Dan Ariely
  • 70. IxDA 2009 We guide our lives not by reason, but by immediate comparison: by the exemplar rather than by the rule. Peter Whybrow
  • 73. © 2008 frog design. Confidential & Proprietary. IxDA 2009 13 This hijacking of the brain's attention by an overload of social stimulation engages the same chemical pathways of reward as do such drugs as caffeine, nicotine, cocaine and the amphetamines. Peter Whybrow Text
  • 76. IxDA 2009 The good news is that we can sometimes control the 'circles' around us, moving towards smaller circles that boost our relative happiness. Dan Ariely
  • 81. IxDA 2009 market exchanges vs social exchanges
  • 82. © 2008 frog design. Confidential & Proprietary. IxDA 2009 13 THE NEW MODEL immediacy & influence
  • 84. IxDA 2009 THE NEW MODEL immediacy & influence & impact
  • 88. IxDA 2009 85% reduction in the infant mortality rate, from 120 per 1000 to 8 per 1000, in Senegal through an early detection mobile alert service. 1,000,000 sms being sent by the Ministry of Health in Saudi Arabia as part of a national campaign against the spread of osteoporosis. 14% improvement in patients' symptoms of depression and satisfaction with their care in a recent USA study when phone therapy is added to regular care. 300% increase in calls to National AIDS Hotline in South Africa after launch of Project Masiluleke. 6x response SMS stop-smoking campaign in England (30% versus 6% response rates). 100,000 users In first day of trial of New Zealand SMS prescription drug education service. 450 people Responded to a cleft palate awareness campaign in South Africa in one month.
  • 89. IxDA 2009 1. AWARENESS 2. REFERRAL 3. TESTING 4. TREATMENT 40% 4,000,000 People estimated HIV infected in KZN. 10% 400,000 HIV positive people who will develop AIDS each year. 5% 500,000 People who have been tested and know their status. 2% 200,000 People currently in treatment. 40% default in 2 years. 200,000 10,000,000
  • 90. IxDA 2009 1. AWARENESS 2. REFERRAL 3. TESTING 4. TREATMENT 200,000 10,000,000 Mobile Awareness & Access Self Testing Service Mobile Treatment Support
  • 91. IxDA 2009 1. AWARENESS 2. REFERRAL 3. TESTING 4. TREATMENT 200,000 10,000,000 Self Testing Service Mobile Treatment Support In October 2008 we launched a service to deliver information on HIV / TB to the broadest population at the lowest possible cost using mobile technologies. Mobile Awareness & Access
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  • 93. IxDA 2009 1. AWARENESS 2. REFERRAL 3. TESTING 4. TREATMENT 200,000 10,000,000 Mobile Awareness & Access Mobile Treatment Support For the next phase of Project M, we are actively exploring a breakthrough distributed diagnostics model: low-cost, at-home HIV testing with mobile counseling support. Self Testing Service
  • 94. IxDA 2009 85% of men said they are less likely to test. 78% of men would prefer to test at home. “The clinics are full of people I know.” “I don’t want people to see me standing in queues. I want it to be private and secret.” “I wouldn’t visit the clinic because of the undignified way health care workers handle the issues of patients.”
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  • 104. IxDA 2009 “I think they would love this kind of test. People are so afraid to go to the clinic. We would like to have this test instead.” “It is important, and this system can be easy, because people are afraid, but everyone needs to know their status.” “We are all looking forward to them! You need to hurry up and get them out, so I don’t have to see my other friends die.” “You’re very late. I’ve watched so many of my friends die, because they are too scared to go to the clinic.”
  • 105. © 2008 frog design. Confidential & Proprietary. IxDA 2009
  • 106. © 2008 frog design. Confidential & Proprietary. IxDA 2009 Communities can participate in assembling the kits, building local pride and a strong sense that they can help themselves.
  • 107. © 2008 frog design. Confidential & Proprietary. IxDA 2009 13 Understanding is important, but it’s only the beginning. It’s got to lead to a change in behavior. The question interaction designers need to ask ourselves, then, is this: how can our work help people to not only understand the change needed, but also to begin making it? Tom Igoe
  • 108. IxDA 2009 behavior = our medium
  • 109. IxDA 2009 sustainability = a problem of behavior
  • 111. © 2008 frog design. Confidential & Proprietary. IxDA 2009 13