Meaningful Experiences
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Meaningful Experiences Presentation Transcript

  • 1. CULTIVATING ONLINECOMMUNITIESTHROUGH MEANINGFULEXPERIENCESor, “making things work for people”. Howie Chang | MinistryNet 2011
  • 2. CULTIVATING ONLINECOMMUNITIESTHROUGH MEANINGFULEXPERIENCESor, “making things work for people”. Howie Chang | MinistryNet 2011
  • 3. A LITTLEABOUT ME PASSIONATE IN ALL THINGS DIGITAL AND HAVE DEEP APPRECIATION IN GOOD USER EXPERIENCES. • UX & Design Partner at BuUuk • Adjunct Lecturer at DMIT, SP • Small Group Leader • Co-Founder of STYLELOGUE.IT Rae, Howie and Joy
  • 4. A LITTLEABOUT BUUUK WE MAKE MOBILE APPS FOR ANY SCREEN YOU CAN SWIPE. • WeatherLah • BuUuk - Restaurant & Bar Guide • The Straits Times BuUuk • and many more...
  • 5. WHAT IS USEREXPERIENCE?Comprehends all aspects of digital products and services that usersexperience directly - and perceive, learn, and use - including products’form, behavior, and content, but also encompassing users’ broaderbrand experience and the response that experience evokes in them. Keyfactors contributing to the quality of users’ experience of products arelearnability, usability, usefulness, and aesthetic appeal. Pabini Gabriel-Petit
  • 6. WHAT IS USEREXPERIENCE? +
  • 7. WHAT IS A MEANINGFULEXPERIENCE TO YOU? Share with the person next to you.
  • 8. WHAT IS A MEANINGFULEXPERIENCE TO YOU? oh no! feelings!
  • 9. WHAT IS A MEANINGFULEXPERIENCE TO YOU? i love what i can do! it’s super awesome! oh no! feelings!
  • 10. WHAT IS A MEANINGFULEXPERIENCE TO YOU? i can do everything i need. cool! oh no! feelings!
  • 11. WHAT IS A MEANINGFULEXPERIENCE TO YOU? it’s ok i guess. sometimes i have problems. oh no! feelings!
  • 12. WHAT IS A MEANINGFULEXPERIENCE TO YOU? it makes me feel stupid. i hate it and you. oh no! feelings!
  • 13. IT IS NOT ENOUGH THAT WE BUILDPRODUCTS THAT FUNCTION, THAT AREUNDERSTANDABLE AND USABLE - WE ALSONEED TO BUILD PRODUCTS THAT BRING JOYAND EXCITEMENT, PLEASURE AND FUN, ANDYES, BEAUTY, TO PEOPLE’S LIVES. Don Norman
  • 14. SUBJECTIVE / QUALITATIVE Focused on “It is not enough that we build Have a believable story Experiences products that function, that are Co-create value with customers (People, Activities, Context) understandable and usable - Connect people in community we also need to build products Are part of a bigger system that bring joy and excitement, Prioritize Aesthetics (no, not Graphic Design) Appeal to emotional, spiritual, and (visual, behaviors, sounds, psychology) pleasure and fun, and yes, social values Design for FLOW (boredom vs anxiety) beauty, to people’s lives.” Create a tolerance for faults at lower levels Leverage Game Mechanics/Learning Theory -Donald Norman (completeness) Are tied to a person’s self-image, highly personal Have a Personality Empower people to do things Meaningful Create conversational and context aware previously not possible Has personal significance interactions (“Adaptive Interfaces”; narrative IA structures) Pleasurable Elicit Desire Memorable experience worth sharing (Limited availability, limited access, curious andSimplify, organize, and clarify seductive experiences)information Convenient THIS IS THE “CHASM” THAT IS REALLY, REALLY HARD FOR ORGANIZATIONS TO CROSSDisplay information visually Super easy to use, works like I thinkReduce features and complexityAre easier to understand UsableUse language for more natural Can be used without difficulty Creating Pleasurable Interfaces:interactionsAdd features that support desired Reliable Is available and accurate Getting from Tasks to Experiencesbehaviors (offline browsing) created by Stephen P. Anderson | poetpainter.com Functional (Useful) Works as programmed Focused on Tasks (Products, Features) OBJECTIVE / QUANTIFIABLE © 2006 Stephen P. Anderson | poetpainter.com
  • 15. FUNCTIONAL (USEFUL)WORKS AS PROGRAMMED Martin Cooper with the original Motorola phone
  • 16. RELIABLEIS AVAILABLE AND ACCURATE Twitter’s Fail Whale
  • 17. USABLECAN BE USED WITHOUT DIFFICULTY Usability Makes a Difference
  • 18. CONVENIENTSUPER EASY TO USE, WORKS LIKE I THINK Google Maps
  • 19. PLEASURABLEMEMORABLE EXPERIENCE WORTH SHARING iLike.com Social Music Discovery
  • 20. MEANINGFULHAS PERSONAL SIGNIFICANCE Discover.redeemer.com
  • 21. SUBJECTIVE / QUALITATIVE Focused on “It is not enough that we build Have a believable story Experiences products that function, that are Co-create value with customers (People, Activities, Context) understandable and usable - Connect people in community we also need to build products Are part of a bigger system that bring joy and excitement, Prioritize Aesthetics (no, not Graphic Design) Appeal to emotional, spiritual, and (visual, behaviors, sounds, psychology) pleasure and fun, and yes, social values Design for FLOW (boredom vs anxiety) beauty, to people’s lives.” Create a tolerance for faults at lower levels Leverage Game Mechanics/Learning Theory -Donald Norman (completeness) Are tied to a person’s self-image, highly personal Have a Personality Empower people to do things Meaningful Create conversational and context aware previously not possible Has personal significance interactions (“Adaptive Interfaces”; narrative IA structures) Pleasurable Elicit Desire Memorable experience worth sharing (Limited availability, limited access, curious andSimplify, organize, and clarify seductive experiences)information Convenient THIS IS THE “CHASM” THAT IS REALLY, REALLY HARD FOR ORGANIZATIONS TO CROSSDisplay information visually Super easy to use, works like I thinkReduce features and complexityAre easier to understand UsableUse language for more natural Can be used without difficulty Creating Pleasurable Interfaces:interactionsAdd features that support desired Reliable Is available and accurate Getting from Tasks to Experiencesbehaviors (offline browsing) created by Stephen P. Anderson | poetpainter.com Functional (Useful) Works as programmed Focused on Tasks (Products, Features) OBJECTIVE / QUANTIFIABLE © 2006 Stephen P. Anderson | poetpainter.com
  • 22. GOODEXAMPLESTHREADLESS.COMNew graphic t-shirtsreleased weekly. Awesomenew designs submitted andrated by the Threadlesscommunity.
  • 23. GOODEXAMPLESTHEFIFTHCOLUMN.CO.UKAudio podcasts oncontroversial & topicalissues.
  • 24. GOODEXAMPLESREDNOSEDAY.COMRed Nose Day is a day likeno other when the wholecountry gets together to dosomething funny for moneyand change countless livesin the process.
  • 25. UX SITES‣ PUTTING PEOPLE FIRST HTTP://WWW.EXPERIENTIA.COM/BLOG/‣ 52 WEEKS OF UX HTTP://52WEEKSOFUX.COM/‣ EVERYDAY UX HTTP://WWW.EVERYDAYUX.COM/‣ UX MYTHS HTTP://UXMYTHS.COM/‣ JOHNNY HOLLAND HTTP://JOHNNYHOLLAND.ORG/‣ LOGIC+EMOTION HTTP://DARMANO.TYPEPAD.COM/LOGIC_EMOTION/‣ ADAPTIVE PATH HTTP://WWW.ADAPTIVEPATH.COM/IDEAS/
  • 26. BONUSHOW TOP BRANDS BUILD EFFECTIVE ONLINE COMMUNITIES - BY SIMON MAINWARINGCONCEPTUAL ASSUMPTIONS: An effective online 5. INFORMATIVE: The brand must serve as a resource forcommunity starts with the right thinking and that involves members looking to learn more about the goals of thecertain fundamental assumptions. community and those already involved.1. BOTTOM UP: A brand must start from the premise that this 6. SELF-PROMOTION: The brand must provide tools thatis a bottom up organization that will live or die on the strength enable members to spread information about your communityof the dialogue it generates. What the community has to say is and its goals beyond the site across different social media.important, what you have to say is secondary. 7. GOALS: The goal, and therefore the site, must be structured2. SUSTAINABILITY: The site must be conceived in a way that in a way that allows for an expanded portfolio of goals that willkeeps the community active and growing after each initiative or keep the community engaged, growing, and migrating fromproject. Too often even the best communities suffer fatal one goal to the next.attrition once their primary goal is reached. 8. MEASUREMENT AND CELEBRATION: The brand must3. CONVERSATION: Brands often seem incapable of not track, measure and reward success within the community.talking about themselves. Rather, they must generatediscussion around topics that are meaningful to the communitythey want to establish (whether it’s a gathering of CFO’s, stay-at-home moms or activists of any kind). Only then can theirproducts be positioned as a relevant (and inoffensive)contributions to the conversation.4. OWNERSHIP: The site must be structured in a way thatallows members to feel ownership over the process as thecommunity experiences success, growth and innovation.
  • 27. BONUSCONTINUEDDESIGN FUNDAMENTALS: If you hope to create a site thatdoesn’t just raise awareness but motivates behavior,certain design fundamentals are essential:1. OWNERSHIP and RESPONSIBILITY: The site must bedesigned in a manner that gives members a sense that theyare acting for themselves and their community.2. RECOGNITION and REWARDS STRUCTURE: There mustbe ways in which members are rewarded within theircommunity to encourage further participation.3. UNIFYING GOAL: In order to constantly reinforce a goal andmaintain community focus, the brand must regularly share theemotional stories of those participating. That way the onlinecommunity is consistently humanized and the emotions thatmotivate their efforts are reinforced.
  • 28. TECHNOLOGICAL ADVANCES HAVE ALWAYS BEEN DRIVEN MORE BYA MIND-SET OF I CAN THAN I SHOULD... TECHNOLOGISTS LOVETO CRAM MAXIMUM FUNCTIONALITY INTO THEIR PRODUCTS.THATS I CAN THINKING, WHICH IS DRIVEN BY PEER COMPETITIONAND MARKET FORCES... BUT THIS APPROACH IGNORES THE FARMORE IMPORTANT QUESTION OF HOW THE CONSUMER WILLACTUALLY USE THE DEVICE... FOCUS ON WHAT WE SHOULD BEDOING, NOT JUST WHAT WE CAN. Jon Maeda
  • 29. END. :) QUESTIONS?www.howiechang.com | @howiec | www.fb.com/hellohowie