Richard Sedley - Foviance New Starter Presentation

New starterpresentationRichard Sedley

CV1990 - 1991Ran a photographic library1991 - 1995Ran a publishing department1995 - 1999Ran design agency1999 - 2010Director at cScape – established CEU2007 - presentCourse Director for Social Media, CIM

Charles Handy

UXPicture 01 Picture 02 Picture 03Work Family Art

UXWork Family Art

Green ManOil on board134.6 x 121.9 cmKen Kiff

Place with a Red ThingOil on canvas200 x 250.2 cmVictor Willing

Earth-stepper with Running HareOil on canvas, 152 x 234 cmAndrzej Jackowski

UXWork Family Art

Jo (Mrs S) Marianne Max

UXWork Family Art

01Design for behaviour

Persuasion windows open…• when you are in a good mood• when your world view no longer makes sense• when you can take action immediately• when you feel indebted because of a favour• immediately after you have made a mistake• immediately after you have denied a request Persuasive Technology: Using Computers to Change What We Think and Do, BJ Fogg

02First we guess (second we test)

A B Form Whitepaper Whitepaper FormConversion rate = 84% Conversion rate = 72% 44% 91% completion accuracy completion accuracy Embedded Persuasive Strategies to Obtain Visitors’ Data. Gamberini, Petrucci, Spoto, Spagnolli

03Play is serious business

Flow highA psychological Arousalstate where aperson is fully Anxiety Flowimmersed andfocused on an Satisfactionactivity or task.Mihály Worry ControlCsíkszentmihályi Apathy Relaxation Boredom low low Skill level high

“ …whoever plays, plays freely. Whoever must play, ” cannot play. James P Carse Finite and Infinite Games: A Vision of Life as Play and Possibility (Page 4, Chapter 2.)

Variable reinforcement highCreate outcomes,small or large,without being able Variable intervalsto predict Variable rewardswhat action is going Engagementto be able lead tothat outcome. Fixed interval Regular reward low short Time long

Fun ≠ motivation

IDEASTwo things I’d like to do1. Create a consultant’s eLinkletter2. Share reading material and ideas

Extreme Measures Consumer.ology Simple and Usable web,The dark visions and The market research mobile and interactionbright ideas of Francis myth, the truth about designGalton consumers and the psychology of shoppingMartin Brookes Philip Graves Giles Colborne

THANKSI’m looking forward to being Foviance’s newCommercial Director.richard.sedley@foviance.com

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Richard Sedley - Foviance New Starter Presentation

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