Watching the edges blur
Rethinking the user experience
in the world of self-service
Kath Straub | Usability.org
HFES | 2 O...
In your embrace of self-service,
are you helping me do things
or are you helping me get things
done?
What are the benefits of self-
service?
In the old world I go to a specific place
to do a specific thing. And I stay until its done.
Self-service means
I can do things in small increments
Task
GoalTask
WorldGoalTask
WorldGoalTask
WorldGoalTask
WorldGoalTask
Tesco / HomePlus
South Korea
For effective self-service,
we need to think bigger and smaller.
Act
on it
Understand
what they find
Find
what they need
The UX transition Yesterday-ish
Act
on it
Understand
what they found
Find
what they need
Self-
diagnose
The UX transition Today-ish and tomorrow
Bank tellers
How is does this
change UX?
How is does this
change UX?
• READSMART
Smile, You're in the Dental Care Aisle
http://www.nytimes.com/2005/08/06/business/06shortcuts.html
• READSMART
Increasingly, we navigate
the world without guides
What are we losing?
Bank tellers
HR People
How do guides
make things better?
Focus on things I need to know
Help me learn and do new things
Don’t distract me (with squirrels)
There when I need them.
Help me get things done
There is an important difference
between helping do things and
helping me me get things done.
For effective self-service,
we need to reimagine the guides
Back to the dialogue ….
What do on-line “dialogues”
look like?
• READSMART
There is no web kiosk
In the toothbrush aisle.
Barcodes are
In the wrong place
Reimagining the guides
Help me get started.
Tell me how do do it.
Help me keep learning.
Help me connect the dots.
Give me tools and make me accountable.
Tell the same story at all of the touch points.
Test …content!
Make the learning invisible (or at least fun-ish).
We spend 3b+ hours a week
playing online games.
says Jane McGonigal
Can the things that keep us
engaged in games can help ...
Zynga made 3 things acceptable
Begging
Zynga made 3 things acceptable
Bragging
Zynga made 3 things acceptable
Tiny
Victories
32
MILLION PEOPLE CAN'T BE WRONG
DR. STRANGELOVE OR: HOW I LEARNED TO STOP WORRYING AND LOVE
FARMVILLE
Kath Straub
Diana N...
Shaping
*Insights: Reinforcement seems to work better for shaping.
Rapid, frequent reinforcement supports fast learning.
Random re...
Shapin
g
change
s habits
This is a lot of habits.
Actionable
positive
feedback.
Success = Small visible incremental steps.
Short term
and long term
goals are
interwoven.
Success = Small visible incremental steps.
My (tiny)
victories
build up.
Success = Small visible incremental steps.
I can
compete or
collaborate.
Its social.
Its where
I am.
Shape my behavior
• Help me (see and) connect the dots.
• Keep the victories coming.
• Create the context to create new
ha...
Applications
Visible
Progress
Tiny victories.
<< We had her.
<< We had her. And we lost her.
But. She created
new habits
along the way …
Basal
Ganglia
For effective self-service,
we need to think about what we
really want people to do. Then
we need to use the psychology of...
Self-service presents different
problems for UX
1. Think bigger and smaller
2. Reinvent guides
3. Guide users toward behav...
Questions?
Connect.
Kath@usability.org
+1. 443.831.1351
Linked in: kathstraub
Slideshare: kstraub
Twitter: kathstraub
Watching the edges blur: Rethinking the user experience in the world of self-service (HFES User Experience Day Keynote)
Watching the edges blur: Rethinking the user experience in the world of self-service (HFES User Experience Day Keynote)
Watching the edges blur: Rethinking the user experience in the world of self-service (HFES User Experience Day Keynote)
Watching the edges blur: Rethinking the user experience in the world of self-service (HFES User Experience Day Keynote)
Watching the edges blur: Rethinking the user experience in the world of self-service (HFES User Experience Day Keynote)
Watching the edges blur: Rethinking the user experience in the world of self-service (HFES User Experience Day Keynote)
Watching the edges blur: Rethinking the user experience in the world of self-service (HFES User Experience Day Keynote)
Watching the edges blur: Rethinking the user experience in the world of self-service (HFES User Experience Day Keynote)
Watching the edges blur: Rethinking the user experience in the world of self-service (HFES User Experience Day Keynote)
Watching the edges blur: Rethinking the user experience in the world of self-service (HFES User Experience Day Keynote)
Watching the edges blur: Rethinking the user experience in the world of self-service (HFES User Experience Day Keynote)
Watching the edges blur: Rethinking the user experience in the world of self-service (HFES User Experience Day Keynote)
Watching the edges blur: Rethinking the user experience in the world of self-service (HFES User Experience Day Keynote)
Watching the edges blur: Rethinking the user experience in the world of self-service (HFES User Experience Day Keynote)
Watching the edges blur: Rethinking the user experience in the world of self-service (HFES User Experience Day Keynote)
Watching the edges blur: Rethinking the user experience in the world of self-service (HFES User Experience Day Keynote)
Watching the edges blur: Rethinking the user experience in the world of self-service (HFES User Experience Day Keynote)
Watching the edges blur: Rethinking the user experience in the world of self-service (HFES User Experience Day Keynote)
Watching the edges blur: Rethinking the user experience in the world of self-service (HFES User Experience Day Keynote)
Watching the edges blur: Rethinking the user experience in the world of self-service (HFES User Experience Day Keynote)
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Watching the edges blur: Rethinking the user experience in the world of self-service (HFES User Experience Day Keynote)

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In our enthusiasm to automate we tend to create designs that providing users the information and access to tools they need to do things. But to be effective, we need to do more. Real self-service, with incremental task completion across multiple-devices and limited customer support means reinventing the (human) guides that, in the past, helped us make good decisions and get things done. We can do this by creating dialogues that unfold over time and leverage motivation strategies (a.k.a., gamification) to shape and encourage behaviors.

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Watching the edges blur: Rethinking the user experience in the world of self-service (HFES User Experience Day Keynote)

  1. 1. Watching the edges blur Rethinking the user experience in the world of self-service Kath Straub | Usability.org HFES | 2 October 2013
  2. 2. In your embrace of self-service, are you helping me do things or are you helping me get things done?
  3. 3. What are the benefits of self- service?
  4. 4. In the old world I go to a specific place to do a specific thing. And I stay until its done.
  5. 5. Self-service means I can do things in small increments
  6. 6. Task
  7. 7. GoalTask
  8. 8. WorldGoalTask
  9. 9. WorldGoalTask
  10. 10. WorldGoalTask
  11. 11. WorldGoalTask
  12. 12. Tesco / HomePlus South Korea
  13. 13. For effective self-service, we need to think bigger and smaller.
  14. 14. Act on it Understand what they find Find what they need The UX transition Yesterday-ish
  15. 15. Act on it Understand what they found Find what they need Self- diagnose The UX transition Today-ish and tomorrow
  16. 16. Bank tellers
  17. 17. How is does this change UX?
  18. 18. How is does this change UX?
  19. 19. • READSMART Smile, You're in the Dental Care Aisle http://www.nytimes.com/2005/08/06/business/06shortcuts.html
  20. 20. • READSMART
  21. 21. Increasingly, we navigate the world without guides What are we losing?
  22. 22. Bank tellers
  23. 23. HR People
  24. 24. How do guides make things better?
  25. 25. Focus on things I need to know
  26. 26. Help me learn and do new things
  27. 27. Don’t distract me (with squirrels)
  28. 28. There when I need them.
  29. 29. Help me get things done
  30. 30. There is an important difference between helping do things and helping me me get things done.
  31. 31. For effective self-service, we need to reimagine the guides
  32. 32. Back to the dialogue ….
  33. 33. What do on-line “dialogues” look like?
  34. 34. • READSMART
  35. 35. There is no web kiosk In the toothbrush aisle.
  36. 36. Barcodes are In the wrong place
  37. 37. Reimagining the guides
  38. 38. Help me get started.
  39. 39. Tell me how do do it.
  40. 40. Help me keep learning.
  41. 41. Help me connect the dots.
  42. 42. Give me tools and make me accountable.
  43. 43. Tell the same story at all of the touch points.
  44. 44. Test …content!
  45. 45. Make the learning invisible (or at least fun-ish).
  46. 46. We spend 3b+ hours a week playing online games. says Jane McGonigal Can the things that keep us engaged in games can help us effectively reinvent the guides?
  47. 47. Zynga made 3 things acceptable Begging
  48. 48. Zynga made 3 things acceptable Bragging
  49. 49. Zynga made 3 things acceptable Tiny Victories
  50. 50. 32 MILLION PEOPLE CAN'T BE WRONG DR. STRANGELOVE OR: HOW I LEARNED TO STOP WORRYING AND LOVE FARMVILLE Kath Straub Diana Nelson Lori Hawkins Suzanne Long 232 Kath Straub, Usability.org Learning
  51. 51. Shaping
  52. 52. *Insights: Reinforcement seems to work better for shaping. Rapid, frequent reinforcement supports fast learning. Random reinforcement supports sustained change. Negative reinforcement doesn’t mean punishment. Positive: Add something Negative: Take something away Reinforcement: Increasesbehavior Positive reinforcement Negative reinforcement Punishment: Decreasesbehavior Positive punishment Negative punishment Gamification is the ψ of motivation rebranded.
  53. 53. Shapin g change s habits
  54. 54. This is a lot of habits.
  55. 55. Actionable positive feedback. Success = Small visible incremental steps.
  56. 56. Short term and long term goals are interwoven. Success = Small visible incremental steps.
  57. 57. My (tiny) victories build up. Success = Small visible incremental steps.
  58. 58. I can compete or collaborate. Its social.
  59. 59. Its where I am.
  60. 60. Shape my behavior • Help me (see and) connect the dots. • Keep the victories coming. • Create the context to create new habits • Know when I’ll need you
  61. 61. Applications
  62. 62. Visible Progress Tiny victories.
  63. 63. << We had her.
  64. 64. << We had her. And we lost her.
  65. 65. But. She created new habits along the way … Basal Ganglia
  66. 66. For effective self-service, we need to think about what we really want people to do. Then we need to use the psychology of motivation to nudge them in that direction.
  67. 67. Self-service presents different problems for UX 1. Think bigger and smaller 2. Reinvent guides 3. Guide users toward behaviors
  68. 68. Questions?
  69. 69. Connect. Kath@usability.org +1. 443.831.1351 Linked in: kathstraub Slideshare: kstraub Twitter: kathstraub

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