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DESIGNING FOR CHANGE
@CWODTKE | WWW.ELEGANTHACK.COM
I’ve introduced a lot of change
• Adopt new events app
• Change search behavior
• Keep photos online
• Leave Facebook to p...
Jack gets upgraded to ios 7
It’s safer in the
Cloud
It’s safer on my
machine
It’s better than
Google
It doesn’t work
like Google
It’s up to date
It’s wrong
It’s ours
It’s mine
CHANGE
When is it awesome? When does it suck?
HELL AND HEAVEN
3 min silent listing of what you hate about travel
3 min silent listing of what you love about travel
5 mi...
THE PROJECT
Tripit adds bookings
What is Trip it? (1:30 minute)
Tripit
Goal: 1. increase engagement, measured in DAU
2. increase revenue
Plan: Add hotel booking from inside app, via Book...
Redesign these
two pages to
include bookings
WHY WE LOVE CHANGE
By we I mean companies
DESIGNERS LOVE NEW!
We’re bored. We see it every day. Do our users?
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...
IF I DON’T SHIP IMPROVEMENTS, HOW CAN
WE COMPETE?
WHY WE HATE CHANGE
By we I mean users
LOSS AVERSION
“If a man can write a better book, preach a better sermon, or make
a better mousetrap than his neighbor, tho...
Eager Sellers and Stony Buyers: Understanding the Psychology of New-Product Adoption
John T. Gourville
FROM THE JUNE 2006 ...
EVALUATE PERCEIVED VALUE
EVALUATE RELATIVE TO WHAT THEY KNOW
User mindset
@cwodtke | www.eleganthack.com
The IKEA Effect
LOSS OF CONTROL
HTTP://INTERACTION14.IXDA.ORG/PROGRAM/S
ATURDAY/401-THE-SHOCK-OF-THE-NEW
MINE YOURS
When does a website stop being perceived as belonging solely to the company?
MUSCLE MEMORY &
COGNITIVE LOAD
Our hands are mad at your company
From Serious Pony’s Blog
“Your App Makes Me Fat”
http://seriouspony.com/blo
g/2013/7/24/your-app-
makes-me-fat
From Serious Pony’s Blog
“Your App Makes Me Fat”
http://seriouspony.com/blo
g/2013/7/24/your-app-
makes-me-fat
Eager Sellers and Stony Buyers: Understanding the Psychology of New-Product Adoption
John T. Gourville
Sure
Failure
Easy Sells
Long Hauls
Smash Hit
Degree of
Behavior
Change
Change in Perceived Value
Adapted from Eager Seller...
Sure
Failure
QUESTION: SHOULD YOU EVEN MAKE A
CHANGE?
Is it 9x better?
EMPATHY MAP Understand the mindset
ELEVATOR PITCH
2 Minutes
For (target customer) who has
(customer need), (product name) is
a (market category) that (the 9x...
PLANNING FOR CHANGE
HEAD HEART HANDS
ABC; Affective, behavioral, cognitive
HEAD: DIRECT THE RIDER
Bright Spots
Script the moves
Point to the destination
EXPRESS VALUE IN USER TERMS
Point to the destination: The intellectual argument
FOLLOW THE BRIGHT SPOTS
Earlyvangelists
WRITE DOWN 20 BENEFITS
Freelisting, silent, 3 minutes
SCRIPT THE KEY MOVES
Plan to teach
DON’T DO THIS
Don’t make people memorize the changes
EPIC STORY
Help your users be heroes
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...
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 suc...
Journey of adoption
• Goal
• Motivation
• Inciting incident
• Conflict
STORY + ENGAGEMENT STYLE
Richard Bartle http://www.mud.co.uk/richard/hcds.htm Drawing: Frank Caron
http://frankcaron.com
4 Key Engagement Styles in Social Gaming
Compete
CollaborateExplore
Express
Amy Jo Kim amyjokim.com @amyjokim
Satisficers
Self-discoveryOptimizers
Socializers
Amazon?
Ambitious Reluctants
Early Adopters?
Goal: I’m going to make something spectacular
Motivation: “I’m an artist. Really”
Inc...
Now you- pick a user
• Goal: What do they want to accomplish?
• Motivation: Why? (stakes- emotional, social)
• Inciting In...
1. CLEAR GOALS
And regular check points.
Levels as chapters. Levels as rewards.
Goals in games
• Outwit
• Solution
• Exploration
• Construction
• Forbidden act
• Rescue or Escape
• Alignment
• Race
• Ch...
Capture
Strategery:
Capture enemy
Territory
Race
Tiny Wings:
Go farther
faster
Alignment: Dots & Bejeweled
Match three or more
Canva uses
puzzles and
construction,
native to the
app
No Tutorials!
Tutorials!
Scaffolded
play!
PICK 5 KEY PLACES WHERE YOU NEED TO
HOLD CUSTOMER’S HAND
3 minutes, silent
HEART: FIND THE FEELING
Motivate The Elephant
Shrink the Change
Growth Mindset
MOTIVATE
Emotional Appeal
FIND THE FEELING
GROWTH MINDSET: I AM BETTER
“How important is it to
you to be a voter in
tomorrow’s election?”
versus
“How important is it...
SHRINK THE CHANGE
WRITE DOWN THE EMOTIONAL PAYOFF
2 minutes, How am I making my user a superhero?
AFFINITY GROUPING
10 minutes
HANDS: SHAPE THE PATH
Build on old habits
Tweak the Environment
Rally the herd
Tiny Habits
1. Make change tiny
2. Place it in an existing routine
3. Train the cycle daily
BJ Fogg, PhD
Director, Persuas...
BUILD ON OLD HABITS
TWEAK THE ENVIRONMENT
STUDIO
Deliverables: Plan and Key screens (landing and trip page)
Time: 30 minutes
1. Plan for rollout (what you are doing...
Tripit
Goal: 1. increase engagement, measured in DAU
2. increase revenue
Plan: Add hotel booking from inside app, via Book...
Redesign these two
pages
INTRODUCING
CHANGE!
Check list
• What is the promise of this change?
• Where do you introduce it?
• How? (hints, tutorials, opt in, invite onl...
RALLY THE HERD
OLD HABITS, ENVIRONMENT, SOCIAL
Take two minutes to note what can be managed
PRESENT
WHAT CHANGED? HOW WILL YOU INTRODUCE IT?
5 minutes a team
1. WHAT IS GOING TO CHANGE?
2. WHO WILL LOSE WHAT?
3. HOW WILL YOUR INTRODUCE THE
CHANGE?
4. WHAT IS YOUR STRATEGY FOR
RES...
MAKE 9X VALUABLE CHANGE
EXPLAIN IT FROM THE USER’S VIEW
GUIDE THE USER THROUGH THOSE CHANGES
CHRISTINA WODTKE
ELEGANTHACK.COM
@CWODTKE
Q&A
Turn and face the strange
Designing for Change Half Day
Designing for Change Half Day
Designing for Change Half Day
Designing for Change Half Day
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Designing for Change Half Day
Designing for Change Half Day
Designing for Change Half Day
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Designing for Change Half Day
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Have you heard this in your organization?
users hate change.
Usually it’s right before a major release, prepping for the coming storm, or right after a release when the customer service is screaming about all the screaming they are hearing. Or perhaps you are struggling to move customers off an old solution to a new one you've come up with, but adoption just won't happen. Users can’t hate change. If users hated change, Google would have failed, and we’d be happy with Altavista. Facebook would have failed, because Friendster was enough. Paypal would have failed, because, you know, credit cards.
There is a right way and a wrong way to introduce change to your userbase, and sadly the bully-tactics of facebook and Apple have become the norm. But if you are a small company, you can’t afford to impose change sloppily on your userbase. You need to get it right. In this workshop we will cover
The psychology of change, and why users resist it
Change strategies: band-aid removal systems.
Messaging change to emphasize value
Onboarding users to a changed experience
The power of progress to internalize value.
Design for change
This workshop will be highly interactive, with exercises and discussions so we can focus on your goals and needs as you introduce new products and revamp the old.
Intended Audience
Designers & Product Managers seeking to launch redesigns, new features, or new products into existing markets.



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Designing for Change Half Day

  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. HELL AND HEAVEN 3 min silent listing of what you hate about travel 3 min silent listing of what you love about travel 5 min affinity map
  10. 10. THE PROJECT Tripit adds bookings
  11. 11. What is Trip it? (1:30 minute)
  12. 12. Tripit Goal: 1. increase engagement, measured in DAU 2. increase revenue Plan: Add hotel booking from inside app, via Booking.com integration Project pressures: BD closed deal with Lonely Planet, wants to integrate “tips” Head of Design wants to do a “refresh” of the look. Thinks the design is outdated.
  13. 13. Redesign these two pages to include bookings
  14. 14. WHY WE LOVE CHANGE By we I mean companies
  15. 15. DESIGNERS LOVE NEW! We’re bored. We see it every day. Do our users?
  16. 16. 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.
  17. 17. IF I DON’T SHIP IMPROVEMENTS, HOW CAN WE COMPETE?
  18. 18. WHY WE HATE CHANGE By we I mean users
  19. 19. 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
  20. 20. Eager Sellers and Stony Buyers: Understanding the Psychology of New-Product Adoption John T. Gourville FROM THE JUNE 2006 ISSUE OF HBR
  21. 21. EVALUATE PERCEIVED VALUE EVALUATE RELATIVE TO WHAT THEY KNOW User mindset
  22. 22. @cwodtke | www.eleganthack.com The IKEA Effect
  23. 23. LOSS OF CONTROL
  24. 24. HTTP://INTERACTION14.IXDA.ORG/PROGRAM/S ATURDAY/401-THE-SHOCK-OF-THE-NEW
  25. 25. MINE YOURS When does a website stop being perceived as belonging solely to the company?
  26. 26. MUSCLE MEMORY & COGNITIVE LOAD Our hands are mad at your company
  27. 27. From Serious Pony’s Blog “Your App Makes Me Fat” http://seriouspony.com/blo g/2013/7/24/your-app- makes-me-fat
  28. 28. From Serious Pony’s Blog “Your App Makes Me Fat” http://seriouspony.com/blo g/2013/7/24/your-app- makes-me-fat
  29. 29. Eager Sellers and Stony Buyers: Understanding the Psychology of New-Product Adoption John T. Gourville
  30. 30. Sure Failure Easy Sells Long Hauls Smash Hit Degree of Behavior Change Change in Perceived Value Adapted from Eager Sellers, Stoney Buyers
  31. 31. Sure Failure
  32. 32. QUESTION: SHOULD YOU EVEN MAKE A CHANGE? Is it 9x better?
  33. 33. EMPATHY MAP Understand the mindset
  34. 34. 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).
  35. 35. PLANNING FOR CHANGE
  36. 36. HEAD HEART HANDS ABC; Affective, behavioral, cognitive
  37. 37. HEAD: DIRECT THE RIDER Bright Spots Script the moves Point to the destination
  38. 38. EXPRESS VALUE IN USER TERMS Point to the destination: The intellectual argument
  39. 39. FOLLOW THE BRIGHT SPOTS Earlyvangelists
  40. 40. WRITE DOWN 20 BENEFITS Freelisting, silent, 3 minutes
  41. 41. SCRIPT THE KEY MOVES Plan to teach
  42. 42. DON’T DO THIS Don’t make people memorize the changes
  43. 43. EPIC STORY Help your users be heroes
  44. 44. 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
  45. 45. 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
  46. 46. Journey of adoption • Goal • Motivation • Inciting incident • Conflict
  47. 47. STORY + ENGAGEMENT STYLE
  48. 48. Richard Bartle http://www.mud.co.uk/richard/hcds.htm Drawing: Frank Caron http://frankcaron.com
  49. 49. 4 Key Engagement Styles in Social Gaming Compete CollaborateExplore Express Amy Jo Kim amyjokim.com @amyjokim
  50. 50. Satisficers Self-discoveryOptimizers Socializers Amazon?
  51. 51. 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:
  52. 52. 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?
  53. 53. 1. CLEAR GOALS And regular check points. Levels as chapters. Levels as rewards.
  54. 54. Goals in games • Outwit • Solution • Exploration • Construction • Forbidden act • Rescue or Escape • Alignment • Race • Chase • Capture
  55. 55. Capture Strategery: Capture enemy Territory
  56. 56. Race Tiny Wings: Go farther faster
  57. 57. Alignment: Dots & Bejeweled Match three or more
  58. 58. Canva uses puzzles and construction, native to the app
  59. 59. No Tutorials! Tutorials! Scaffolded play!
  60. 60. PICK 5 KEY PLACES WHERE YOU NEED TO HOLD CUSTOMER’S HAND 3 minutes, silent
  61. 61. HEART: FIND THE FEELING Motivate The Elephant Shrink the Change Growth Mindset
  62. 62. MOTIVATE Emotional Appeal
  63. 63. FIND THE FEELING
  64. 64. 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%
  65. 65. SHRINK THE CHANGE
  66. 66. WRITE DOWN THE EMOTIONAL PAYOFF 2 minutes, How am I making my user a superhero?
  67. 67. AFFINITY GROUPING 10 minutes
  68. 68. HANDS: SHAPE THE PATH Build on old habits Tweak the Environment Rally the herd
  69. 69. 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
  70. 70. BUILD ON OLD HABITS
  71. 71. TWEAK THE ENVIRONMENT
  72. 72. STUDIO Deliverables: Plan and Key screens (landing and trip page) Time: 30 minutes 1. Plan for rollout (what you are doing, and when, & how) 2. Key Screens
  73. 73. Tripit Goal: 1. increase engagement, measured in DAU 2. increase revenue Plan: Add hotel booking from inside app, via Booking.com integration Project pressures: BD closed deal with Lonely Planet, wants to integrate “tips” Head of Design wants to do a “refresh” of the look
  74. 74. Redesign these two pages INTRODUCING CHANGE!
  75. 75. Check list • What is the promise of this change? • Where do you introduce it? • How? (hints, tutorials, opt in, invite only?) • To how many people? • What is your exit criteria to introduce it to more people? • Where can people find help if they need it?
  76. 76. RALLY THE HERD
  77. 77. OLD HABITS, ENVIRONMENT, SOCIAL Take two minutes to note what can be managed
  78. 78. PRESENT WHAT CHANGED? HOW WILL YOU INTRODUCE IT? 5 minutes a team
  79. 79. 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
  80. 80. MAKE 9X VALUABLE CHANGE EXPLAIN IT FROM THE USER’S VIEW GUIDE THE USER THROUGH THOSE CHANGES
  81. 81. CHRISTINA WODTKE ELEGANTHACK.COM @CWODTKE
  82. 82. Q&A Turn and face the strange
  • jacquelineloveshalil

    Mar. 17, 2016
  • lineudc

    Mar. 12, 2016
  • ChrisBoese

    Mar. 12, 2016
  • zef

    Mar. 10, 2016
  • MichaelBrown59

    Mar. 10, 2016
  • AndreiBejenaru

    Mar. 10, 2016
  • PhillipRessler

    Mar. 10, 2016
  • HassanRaafat

    Mar. 9, 2016

Have you heard this in your organization? users hate change. Usually it’s right before a major release, prepping for the coming storm, or right after a release when the customer service is screaming about all the screaming they are hearing. Or perhaps you are struggling to move customers off an old solution to a new one you've come up with, but adoption just won't happen. Users can’t hate change. If users hated change, Google would have failed, and we’d be happy with Altavista. Facebook would have failed, because Friendster was enough. Paypal would have failed, because, you know, credit cards. There is a right way and a wrong way to introduce change to your userbase, and sadly the bully-tactics of facebook and Apple have become the norm. But if you are a small company, you can’t afford to impose change sloppily on your userbase. You need to get it right. In this workshop we will cover The psychology of change, and why users resist it Change strategies: band-aid removal systems. Messaging change to emphasize value Onboarding users to a changed experience The power of progress to internalize value. Design for change This workshop will be highly interactive, with exercises and discussions so we can focus on your goals and needs as you introduce new products and revamp the old. Intended Audience Designers & Product Managers seeking to launch redesigns, new features, or new products into existing markets.

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