Elynn Lorimer from Niiu Digital Inc. shares her experiences at the 2015 SXSW Interactive – a 5 day technology & culture love fest based in Austin TX.

1. SXSW HIGHLIGHTS
March 13 to 17, 2015
Austin, Texas
By Elynn Lorimer, Niiu Digital

3. Overall Themes
Convergence –
film, sports, music
& tech
Global start-up village
Automotive & delivery tech
Robots
Millennials
Social
IoT
Fintech
Medtech

4. What Stood Out For Me
Behavioural Design
How neuroscience,
psychology, & sociology
are influencing product
design
IDEO: Creative
Listening
Nuggets from the
workshop
The Big Thinkers
People out there
pushing the
boundaries of
technology

5. Designing For The Mind
“Anyone can build for functional
requirements – the challenge is to figure
out the psychological requirements.”
— Nir Eyal

6. BEHAVIOURAL THEMES
• Changing behaviours
• The importance of the unconscious mind
• Ethics: the morality of manipulation

7. DAVID CAYGILL –
Looking at efficacy/experience of wearables…
“Despite a strong desire to improve, why is it that
wearables have had no lasting impact on
behaviour?”
1/3 of Americans quit after 6 months.
NUDGES FOR
GOOD

8. FIT BIT

9. PAVLOK

10. STRAVA

11. CARROT

12. “Are we are trying to outsource our willpower?”
– David Caygill, Nudges for Good: Apps That Make People Better

14. DANIEL PINK –
Fear, Shame,
Empathy & More
Ways to Change
Behaviour

15. ASK QUESTIONS
Questions, by their very nature elicit an active
response.
The point is to surface people's intention.
Concept of ‘Motivational interviewing’
This technique applies when the persons knows
what they should do but don't do it.

16. MAKE TIME TO RHYME
Rhymes increase
processing fluency.
People get it, they absorb it, it
goes down easily. Like
comfort food.

17. PERSONIFY IT
Put a face on it.
Don’t make things
abstract.
Empathy wins.

18. ROGER DOOLEY
NIR EVAL
NATHALIE NAHAI
Designing for
the Mind

19. ROGER DOOLEY – BRAINFLUENCE

20. COGNITIVE FLUENCY

21. NIR EYAL – HOOKED
Hook is an experience designed to connect a users problem to your solution
with enough frequency to form a habit – a behaviour done with little or no
conscious thought.

22. NATHALIE NAHAI – WEBPSYCHOLOGY.COM
Webs of Influence:
The Psychology of Online Persuasion
Designing habit forming of products is a form of
manipulation.
Is it ethical?
3 secrets to online success:
1. Know who you are targeting
2. Communicate persuasively
3. Sell with integrity

23. Are addictive technologies
‘the cigarette of this century’?
— Ian Bogost

24. IDEO
Creative Listening
Workshop

25. IDEO
creativelistening.ideo.com
A toolkit for improved
listening.
The approach is a work-in-
progress.

27. MY TAKE ON CREATIVE LISTENING
Creative listening is active listening
• Be present and engaged
• Focus on what’s being said AND what’s not
• Be curious and ask questions
Creative listening is a skill that can be practiced.

28. BETTER DESIGN
• User research
• Design briefs
• Stakeholder interviews
• Getting feedback on our
design work

29. Be present – put
your phone out
of site
NUGGETS
• Reflect on what surprised you – what resonated
• Ask questions – curiosity as a tool
• Challenge your biases
• Use your intuition

30. BIG THINKERS
Martine Rothblatt
Joi Ito
Robert Langar

31. MARTINE ROTHBLATT –
KEY NOTE
Lawyer, author, philosopher,
entrepreneur
One of Fortune’s most powerful
women.

32. “Technology will free us from
the limits of our biology.”
—Martine Rothblatt

33. BINA48 – BINA ROTHBLATT

34. BIOMATERIALS, NANOTECH &
THE FUTURE OF BIOENGINEERING
PRESENTERS

35. “Biology is going to be part of everything we do.”
—Joi Ito

36. ROBERT LANGAR
Queen Elizabeth Prize for
Engineering
The award credits Langer with
improving more than 2 billion
lives worldwide through the
disease treatments created in
his lab.

37. Doing work at interface of engineering
and medicine.
ROBERT LANGAR
Through chemical engineering he looked at new
materials to create new ways to heal people.
• New materials to stop the growth of cancer
cells.
• Better delivery methods for chemotherapy.
• Making artificialorgans.
• Allowing paraplegics to walk again

38. New directions that look at IT for inspiration
ROBERT LANGAR
Pharmacy on a chip
Implants (multi-year) no tissue
rejection
Ability to turn on/off release of
medication.
Biosensors can tell the chip how
much drug to deliver.

39. JOI ITO
Learn something about
biology.
My theory is biology has become one
more tool … to create fuels, sensors,
things.
It’s not a matter of if you need to learn
more about biology but when.

40. What surprised you?
What resonated?

41. FINAL THOUGHTS
How much of the brain are you designing for?
Develop a habit of creative listening
How does biology intersect with our design work?
Haptics, neuroscience, voice recognition,
sensors and neurometrics
How can we work better across disciplines?
This could mean breaking down silos within our
own work environments…

42. Sharing is caring.
- Elynn

43. The overall objective for the
study was to determine T, U, V,
W, X, Y and Z.
• Provide a holistic qualitative assessment of the advertiser
experience across audience segments
• Identify areas of focus for product development with
actionable insights that contribute to the Facebook Ads
experience.
• Uncover unique needs and commonalities across segments.
• Establish KPIs for subsequent benchmarking reviews and
identify trends and performance year to year
• Evaluate the impact of recent interface changes where
possible
WE ARE NIIU
A UX Design Company
We apply the power of design thinking to solve problems
and create products and services people love.

44. Experience
Strategy
Current State Assessment
Content Strategy
Customer Journey Mapping
User
Research
User Testing/UsabilityTesting
Audience Segmentation & Profiling
Behavioural Insights
Design
UX / User Interface Design
App Design – Web, Mobile, Wearables
Art Direction / Visual Design

45. THANK YOU
Please contact Elynn Lorimer for more information:
Elynn.lorimer@niiudigital.com