Stupid Is As Stupid Does by Eewei Chen, UX Scotland 2014

“Stupid is as stupid does”
Is Smart tech making us dumber?
UX Scotland, June 19, 2014
#UX #Design @UXScotlandEewei Chen @Ultraman

1994
Present

Create & Connect

4
Am I stupid?

5

6
Don’t say a word!
h%ps://www.youtube.com/watch?v=SR5BfQ4rEqQ

Smarter people

Smarter interactions

9
Smarter UX

10
Commitment?

Never enough
11h%p://www.stby.eu/wp/wp-‐content/uploads/2012/08/HK_cab1.jpg

12
“I don’t fear computers.
I fear the lack of them.”
Isaac Asimov

50,000,000,000
8,000,000,000
h%p://gigaom2.ﬁles.wordpress.com/2010/12/facebook-‐connecQon-‐map-‐3x2.png 13

14h%p://www.bboyscience.com/wp-‐content/uploads/2012/02/homerbrain.jpg
Shrinking

15
Why be Smart?

16
Be God

17
Fail
h%p://www.businessinsider.com/airbnb-‐freak-‐fest-‐2014-‐3

18
Succeed
h%p://www.rapidUr.com/

19
What makes us smart?

20
Experience

21
h%p://s3.amazonaws.com/data.tumblr.com/tumblr_lduegwzu4q1qzb5wzo1_1280.jpg?
AWSAccessKeyId=AKIAI6WLSGT7Y3ET7ADQ&Expires=1400771601&Signature=BRuPxFaHaeCU27mf9w5XdqPnyY%3D#_=_
Knowledge

22h%p://blog.clarity.fm/wp-‐content/uploads/2012/11/quality-‐friends.jpg
Empathy

23
What we really do...

24

25h%ps://www.youtube.com/watch?v=DYu_bGbZiiQ
... has joined the meeting

26
Less Experience
Less Knowledge
Less Empathy

27
The new Norm
h%p://images4.fanpop.com/image/photos/16800000/-‐Sherlock-‐sherlock-‐16827094-‐2048-‐1365.jpg

28h%p://lifespantherapies.com/wp-‐content/uploads/2013/03/kid-‐with-‐ipad.jpg
This is normal

29
This is normal
h%p://www.hollywoodreporter.com/sites/default/ﬁles/2013/11/driverless_cars_mercedes_a_l.jpg

30
This is normal
h%p://www.businessinsider.com/why-‐robots-‐taking-‐jobs-‐is-‐a-‐good-‐thing-‐2014-‐3

31
Less Thinking
Less Control
Less of “Us”

32
Red or Blue?

33
Everything

34h%p://blogs-‐images.forbes.com/jacobmorgan/ﬁles/2014/05/libelium_smart_world_infographic_big.png
24/7

35h%p://www.unevenlydistributed.com/images/arQcle/documents/code-‐rules.pdf
Code Halos

36
Science-Non-Fiction
27h%p://img4.wikia.nocookie.net/__cb20130424025031/memoryalpha/en/images/5/51/LocutusOfBorg2367.jpg
Science-Non-Fiction

37
A few truths

We don’t think enough
h%p://bigthink.com/errors-‐we-‐live-‐by/kahnemans-‐mind-‐clarifying-‐biases
*
*Gap is growing

We’re not always in control
*
*Many big birds
h%ps://www.youtube.com/watch?v=N7oz366X0-‐8

Not everyone wants it

41
Get smarter

Survive
42

culture
commute
conference
home
shop
holiday
work
play
exercise
family
friends
dine
sport
hobby
school
sleep
relax
colleagues
Digital
2D
Physical
3D
Time
4D
Sweet spot

h%p://www.psi.com/report/future-‐of-‐wearable-‐tech#!ZHN4z
Promise

45
Recipes for success?
https://www.youtube.com/watch?v=2Qj8PhxSnhg

A recipe for loyalty

Target Behaviour trigger
Core Motivators
• Pleasure / Pain
• Hope / Fear
• Acceptance / Rejection
HIGH
MOTIVATION
LOW
MOTIVATION
LOW
ABILITY
HIGH
ABILITY
Facilitator
e.g. Wish list match click
(Pleasure)
Simplicity Factors
• Time
• Money
• Physical Effort
• Brain Cycles
• Social Deviance
• Non-Routine
Signal
e.g. Wish list creation
(Hope)
Spark
e.g. Wearable usage
(Time, money, brain cycles)
http://www.behaviormodel.org/
BJ Fogg
Triggers
Failed trigger

h%p://disneymelissa.ﬁles.wordpress.com/2014/04/disney-‐magicband.jpg
Get real
Remove barriers
Co-design

h%p://yourﬁrstvisit.net/wp-‐content/uploads/2014/01/FastPass+-‐From-‐MagicBand-‐and-‐AP-‐MK-‐1-‐24.jpg
Give context
Show them how
Stoke the fire

h%p://www.disboards.com/showthread.php?t=3180326
Match expectations
Teach them
Encourage advocacy

Understand
customer needs
Be a
catalyst
Reward
them
+ +
Copyright 101DesignIngredients.com
A recipe for loyalty

A recipe for delight
h%p://www.idownloadblog.com/2014/01/14/some-‐theories-‐on-‐why-‐apple-‐didnt-‐buy-‐nest/

h%p://www.uie.com/arQcles/kano_model/

h%p://www.digitaltrends.com/cool-‐tech/5-‐easy-‐diy-‐projects-‐to-‐automate-‐your-‐house-‐on-‐the-‐cheap/#!ZFGly
Learn
Start small
Think big

h%p://www.businessinsider.com/nest-‐revenue-‐2014-‐1
Ooze quality
Be Memorable
Show potential

h%p://blog.oregonlive.com/homesandgardens/2012/04/one_cool_or_crazy_thing_nest_l.html
Differentiate
Personalise feedback
Track progress

Connect the
dots
Be really good at
one thing
Make it
personal
+ +
A recipe for delight

A recipe for sustainability
h%p://www.cnet.com/uk/pictures/frog-‐designs-‐vision-‐of-‐wearable-‐tech-‐pictures/5/

Easy
Flexible
Hard
Rigid
Most flexible and easy to
use
Only use it one way
Too complicatedOld technology

Identify risks
Be S.M.A.R.T.
Monitor & Alert

Fit in
Instant value
Wow them

Enjoy it
Relive it
More of it

Find the gaps Surprise them Get them addicted
+ +
A recipe for sustainability

Need human input to be Smarter
Smart solutions...

In closing...
65

66
Be the boss

Be real

68
Accept it?

Thanks!
More ingredients & recipes:
101DesignIngredients.com
69
More recipes at:

Stupid Is As Stupid Does by Eewei Chen, UX Scotland 2014

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