Interaction design IS NOT ABOUT computing technology

© 2008 frog design. Conﬁdential & Proprietary.
IxDA 2009
13
IxDA 2009

IxDA 2009
Interaction Design
IS NOT ABOUT

IxDA 2009
Interaction Design
IS NOT ABOUT
Computing Technology

IxDA 2009
Technology is not our medium...

IxDA 2009
The things that reduce my stress, like
yoga, take 2+ hours out of my day, so I
don’t have time for that. I would deﬁnitely
get a stress monitoring device, if I knew it
didn’t take too much time out of my day
for the breathing exercises.
Customer Service Representative

IxDA 2009
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IxDA 2009
It would be a great tool for people who
have a harder time feeling what’s going on
in their body. It gives people a way to ‘see’
the result of an exercise or activity in their
body.
Chiropractor

IxDA 2009

IxDA 2009
13
Functionalism is only half the
battle. The way you elicit
engagement and interest
from someone is to appeal to
their aesthetic sensibilities.
Ben Cerveny, Stamen Design

IxDA 2009
It makes me fall into a sort of meditative
state....it is comforting to know that it is
there when I do need it.

IxDA 2009
13
OLD MODEL:
tracking, measurement & analysis

IxDA 2009
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NEW MODEL:
?

IxDA 2009
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PERSONAL
ABRUPT
IMMORAL
NOW

IxDA 2009
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The most important modiﬁcation that
must be made to a standard analysis of
incentives is salience.
Nudge

IxDA 2009
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Looking from one emotional state to
another is difficult. But to make informed
decisions we need to somehow experience
and understand the emotional state we will
be in at the other side of the experience.
Learning how to bridge that gap is essential
to making some of the important decisions
of our lives.
Dan Ariely

IxDA 2009
We guide our lives not by reason, but by
immediate comparison: by the exemplar
rather than by the rule.
Peter Whybrow

IxDA 2009
13
This hijacking of the brain's attention by an
overload of social stimulation engages the
same chemical pathways of reward as do
such drugs as caffeine, nicotine, cocaine
and the amphetamines.
Peter Whybrow
Text

IxDA 2009
The good news is that we can sometimes
control the 'circles' around us, moving
towards smaller circles that boost our
relative happiness.
Dan Ariely

IxDA 2009
market exchanges vs social exchanges

IxDA 2009
13
THE NEW MODEL
immediacy & inﬂuence

IxDA 2009
THE NEW MODEL
immediacy & inﬂuence & impact

IxDA 2009
Outputs
Outcomes
Impacts

IxDA 2009
85% reduction
in the infant mortality rate, from 120 per
1000 to 8 per 1000, in Senegal through an early
detection mobile alert service.
1,000,000 sms
being sent by the Ministry of Health in Saudi Arabia
as part of a national campaign against the spread
of osteoporosis.
14% improvement
in patients' symptoms of depression and
satisfaction with their care in a recent USA study
when phone therapy is added to
regular care.
300% increase
in calls to National AIDS Hotline in South Africa
after launch of Project Masiluleke.
6x response
SMS stop-smoking campaign in England (30%
versus 6% response rates).
100,000 users
In ﬁrst day of trial of New Zealand SMS prescription
drug education service.
450 people
Responded to a cleft palate awareness campaign in
South Africa in one month.

IxDA 2009
1. AWARENESS 2. REFERRAL 3. TESTING 4. TREATMENT
40%
4,000,000
People estimated
HIV infected in KZN.
10%
400,000
HIV positive people who
will develop AIDS each
year.
5%
500,000
People who have been
tested and know their
status.
2%
200,000
People currently in
treatment. 40% default
in 2 years.
200,000
10,000,000

IxDA 2009
200,000
10,000,000
Mobile Awareness
& Access
Self Testing
Service
Mobile Treatment
Support

IxDA 2009
200,000
10,000,000
Self Testing
Service
Mobile Treatment
Support
In October 2008 we launched a service to deliver
information on HIV / TB to the broadest population at
the lowest possible cost using mobile technologies.
Mobile Awareness
& Access

IxDA 2009
200,000
10,000,000
Mobile Awareness
& Access
Mobile Treatment
Support
For the next phase of Project M, we are actively exploring
a breakthrough distributed diagnostics model: low-cost,
at-home HIV testing with mobile counseling support.
Self Testing
Service

IxDA 2009
85% of men said they
are less likely to test.
78% of men would
prefer to test at home.
“The clinics are full of people I know.”
“I don’t want people to see
me standing in queues. I
want it to be private and
secret.”
“I wouldn’t visit the clinic because of the
undigniﬁed way health care workers handle
the issues of patients.”

IxDA 2009
“I think they would love this
kind of test. People are so
afraid to go to the clinic.
We would like to have this
test instead.”
“It is important, and this system can
be easy, because people are afraid, but
everyone needs to know their status.”
“We are all looking forward
to them! You need to hurry
up and get them out, so I
don’t have to see my other
friends die.”
“You’re very late. I’ve watched so many of my
friends die, because they are too scared to
go to the clinic.”

IxDA 2009
Communities can participate in assembling the kits, building
local pride and a strong sense that they can help themselves.

IxDA 2009
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Understanding is important, but it’s only
the beginning. It’s got to lead to a change
in behavior. The question interaction
designers need to ask ourselves, then, is
this: how can our work help people to not
only understand the change needed, but
also to begin making it?
Tom Igoe

IxDA 2009
behavior = our medium

IxDA 2009
sustainability = a problem of behavior

IxDA 2009
sustainability = our problem

Interaction design IS NOT ABOUT computing technology

Interaction design IS NOT ABOUT computing technology

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