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Designing for Change

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Pick the changes you are willing to ship carefully, then help users adapt and thrive.

Published in: Design, Business
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Designing for Change

  1. 1. DESIGNING FOR CHANGE @CWODTKE | WWW.ELEGANTHACK.COM
  2. 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. 3. Jack gets upgraded to ios 7
  4. 4. It’s safer in the Cloud It’s safer on my machine
  5. 5. It’s better than Google It doesn’t work like Google
  6. 6. It’s up to date It’s wrong
  7. 7. It’s ours It’s mine
  8. 8. CHANGE When is it awesome? When does it suck?
  9. 9. WHY WE LOVE CHANGE By we I mean companies
  10. 10. ENTREPRENEURS LOVE NEW! We’re bored. We see it every day. Do our users?
  11. 11. THE TESTING SAID IT WAS BETTER Do we test all aspects of the product? How much better? I don’t care if it’s better. I hate it.
  12. 12. IF I DON’T SHIP IMPROVEMENTS, HOW CAN WE COMPETE?
  13. 13. WHY WE HATE CHANGE By we I mean users
  14. 14. 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
  15. 15. Eager Sellers and Stony Buyers: Understanding the Psychology of New-Product Adoption John T. Gourville FROM THE JUNE 2006 ISSUE OF HBR
  16. 16. EVALUATE PERCEIVED VALUE EVALUATE RELATIVE TO WHAT THEY KNOW User mindset
  17. 17. @cwodtke | www.eleganthack.com The IKEA Effect
  18. 18. LOSS OF CONTROL
  19. 19. HTTP://INTERACTION14.IXDA.ORG/PROGRAM/S ATURDAY/401-THE-SHOCK-OF-THE-NEW
  20. 20. MINE YOURS When does a website stop being perceived as belonging solely to the company?
  21. 21. MUSCLE MEMORY & COGNITIVE LOAD Our hands are mad at your company
  22. 22. From Serious Pony’s Blog “Your App Makes Me Fat” http://seriouspony.com/blo g/2013/7/24/your-app- makes-me-fat
  23. 23. From Serious Pony’s Blog “Your App Makes Me Fat” http://seriouspony.com/blo g/2013/7/24/your-app- makes-me-fat
  24. 24. Eager Sellers and Stony Buyers: Understanding the Psychology of New-Product Adoption John T. Gourville
  25. 25. Sure Failure Easy Sells Long Hauls Smash Hit Degree of Behavior Change Change in Perceived Value Adapted from Eager Sellers, Stoney Buyers
  26. 26. Sure Failure
  27. 27. QUESTION: SHOULD YOU EVEN MAKE A CHANGE? Is it 9x better?
  28. 28. ELEVATOR PITCH 2 Minutes For (target customer) who has (customer need), (product name) is a (market category) that (the 9x benefit). Unlike (current solution), the product (unique value).
  29. 29. PLANNING FOR CHANGE
  30. 30. HEAD HEART HANDS ABC; Affective, behavioral, cognitive
  31. 31. HEAD: DIRECT THE RIDER Bright Spots Script the moves Point to the destination
  32. 32. EXPRESS VALUE IN USER TERMS Point to the destination: The intellectual argument
  33. 33. FOLLOW THE BRIGHT SPOTS Earlyvangelists
  34. 34. WRITE DOWN 20 BENEFITS Freelisting, silent, 3 minutes
  35. 35. SCRIPT THE KEY MOVES Plan to teach
  36. 36. DON’T DO THIS Don’t make people memorize the changes
  37. 37. EPIC STORY Help your users be heroes
  38. 38. Hero’s Journey 1. A character is in a zone of comfort 3. They enter an unfamiliar situation 3 Adapt to it 4. Get what they wanted 5. Pay a heavy price for it 6. Then return to their familiar situation 7. Having changed. 2. But they want something
  39. 39. User’s Journey 1. A USER is in a zone of comfort 3. They enter an unfamiliar situation 3 Struggle to get it 4. Initial success 5. Greater challenges 6. Increased competence and skills in old jobs 7. Having changed… for the better. 2. But they want something
  40. 40. Journey of adoption • Goal • Motivation • Inciting incident • Conflict
  41. 41. STORY + ENGAGEMENT STYLE
  42. 42. Richard Bartle http://www.mud.co.uk/richard/hcds.htm Drawing: Frank Caron http://frankcaron.com
  43. 43. 4 Key Engagement Styles in Social Gaming Compete CollaborateExplore Express Amy Jo Kim amyjokim.com @amyjokim
  44. 44. Satisficers Self-discoveryOptimizers Socializers Amazon?
  45. 45. Ambitious Reluctants Early Adopters? Goal: I’m going to make something spectacular Motivation: “I’m an artist. Really” Inciting Incident: Article Conflict: I want to get making, not learning. Goal: Learn just enough Motivation: “I don’t want to look stupid” Inciting Incident: Feature they were missing Conflict: You moved everything! It’s hard! Who else? Who else? Goal: Motivation: Inciting Incident: Conflict: Goal: Motivation: Inciting Incident: Conflict:
  46. 46. Now you- pick a user • Goal: What do they want to accomplish? • Motivation: Why? (stakes- emotional, social) • Inciting Incident: What makes them choose change? • Conflict: what gets in their way?
  47. 47. 1. CLEAR GOALS And regular check points. Levels as chapters. Levels as rewards.
  48. 48. Goals in games • Outwit • Solution • Exploration • Construction • Forbidden act • Rescue or Escape • Alignment • Race • Chase • Capture
  49. 49. Capture Strategery: Capture enemy Territory
  50. 50. Race Tiny Wings: Go farther faster
  51. 51. Alignment: Dots & Bejeweled Match three or more
  52. 52. Canva uses puzzles and construction, native to the app
  53. 53. No Tutorials! Tutorials! Scaffolded play!
  54. 54. PICK 5 KEY PLACES WHERE YOU NEED TO HOLD CUSTOMER’S HAND 1 minutes, silent
  55. 55. HEART: FIND THE FEELING Motivate The Elephant Shrink the Change Growth Mindset
  56. 56. MOTIVATE Emotional Appeal
  57. 57. FIND THE FEELING
  58. 58. GROWTH MINDSET: I AM BETTER “How important is it to you to be a voter in tomorrow’s election?” versus “How important is it to you to vote in tomorrow’s election?” Walton, Gregory and Banaji, Mahzarin, Being what you say: the effect of essentialist linguistic labels on preferences, Social Cognition, Vol. 22, No. 2, 2004, pp. 193-213. +11%
  59. 59. SHRINK THE CHANGE
  60. 60. WRITE DOWN THE EMOTIONAL PAYOFF 2 minutes, How am I making my user a superhero?
  61. 61. HANDS: SHAPE THE PATH Build on old habits Tweak the Environment Rally the herd
  62. 62. Tiny Habits 1. Make change tiny 2. Place it in an existing routine 3. Train the cycle daily BJ Fogg, PhD Director, Persuasive Tech Lab Stanford University
  63. 63. BUILD ON OLD HABITS
  64. 64. TWEAK THE ENVIRONMENT
  65. 65. RALLY THE HERD
  66. 66. 1. WHAT IS GOING TO CHANGE? 2. WHO WILL LOSE WHAT? 3. HOW WILL YOUR INTRODUCE THE CHANGE? 4. WHAT IS YOUR STRATEGY FOR RESISTANCE? ASK YOURSELF
  67. 67. MAKE VALUABLE CHANGE EXPLAIN IT FROM THE USER’S VIEW GUIDE THE USER THROUGH THOSE CHANGES
  68. 68. CHRISTINA WODTKE ELEGANTHACK.COM @CWODTKE

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