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Choosability. Facilitare la scelta nelle interfacce di navigazione

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Presentazione mie e di Stefano Bussolon a Better Software 2012.
* * *
In un mercato dominato dal modello della coda lunga, con un aumento crescente della varietà di prodotti e informazioni disponibili, ci troviamo costantemente a scegliere fra un numero elevato di opzioni, non solo nel web ma anche nel mondo fisico.

Se da una parte questa disponibilità è una ricchezza a cui difficilmente rinunceremmo, e anche vero che l'eccesso di scelta rischia di tramutarsi in stress; e lo stress, a sua volta, in non-scelta o mancato acquisto. È il cosiddetto paradosso della scelta. In realtà, molti studi dimostrano che il tempo e lo stress da scelta non dipendono tanto dal numero delle opzioni disponibili, ma soprattutto dal modo in cui queste sono organizzate e presentate. Il paradosso della scelta è quindi un problema di qualità più che di quantità.

Attraverso esempi concreti, la presentazione mostra alcuni principi chiave per facilitare la scelta nei menu, nei cataloghi e nelle interfacce in genere, agendo sull'architettura delle opzioni stesse.

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Choosability. Facilitare la scelta nelle interfacce di navigazione

  1. 1. ChoosabilityFacilitare la scelta nelleinterfacce di navigazioneStefano Bussolon @sweetdreameritLuca Rosati @lucarosati
  2. 2. Architetto Architettodell’informazione dell’informazione@sweetdreamerit @lucarosatiBussolon.it Lucarosati.it
  3. 3. Persone con conoscenze diverse hanno bisogni diversiPhoto: puuikibeach, Flickr
  4. 4. Photo: Lee J Haywood, Flickr ...e per questo agiscono in modo diverso
  5. 5. lo stesso utente, in contesti diversi, o in diversi stati del suo customer journey, ha bisogni diversiSketch: Dan Willis, dswillis.com
  6. 6. Mangeresti questi funghi? Sì - No - Forse Più informazioni?
  7. 7. Siamo tutti informavori Ogni animale ha bisogno di informazioni per sopravvivere. Ma raccogliere informazioni ha un costo ➔ information foraging
  8. 8. Obiettivo dell’architetturadell’informazione Massimizzare la quantità e qualità dell’informazione e minimizzare il costo e lo sforzo per trovarla
  9. 9. Information is not knowledge Information is not knowledge Knowledge is not wisdom Wisdom is not truth Truth is not beauty Beauty is not love Love is not music Music is the best – Frank Zappa, Packard Goose
  10. 10. Conoscenza e decisione L’informazione diventa conoscenza se aiuta un agente a prendere una decisionePhoto: catklein, Flickr
  11. 11. From findability to choosability Trovare l’informazione è il primo passo per prendere una decisione. Scegliere è il secondo. L’architettura dell’informazione dovrebbe aiutarci non solo a trovare qc. ma anche a fare la scelta giusta.Photo: Orin Zebest, Flickr
  12. 12. Compriamo della cioccolata Preferisci un negozio con molta scelta o uno con poca scelta?
  13. 13. Meno prodotti Eliminando il 54% dei prodotti (meno venduti): - stessa percezione di varietà - incremento delle vendite (+10%). Fine della coda lunga?
  14. 14. Utenti come decisori Chernev 2003 distingue 3 tipi di consumatori: - A ha già scelto cosa vuole, deve solo trovarlo - B conosce le sue preferenze, ma deve ancora scegliere - C non sa bene quali aspetti sono importanti per la sua scelta
  15. 15. La scelta          
  16. 16. Less is more is more - A, che sa già cosa sta cercando, è più soddisfatta se può scegliere fra un maggiore assortimento - B e C preferiscono scegliere fra un minore assortimento Come interpretare questo apparente paradosso?
  17. 17. La fatica della scelta Un maggiore assortimento è considerato di per sé positivo. Ma scegliere fra molte alternative richiede uno sforzo cognitivo.Photo: j_brittin, Flickr
  18. 18. Fatica vs accuratezza             
  19. 19. Conoscenze differenti Strategie di ricerca differenti Obiettivi differenti
  20. 20. Information seeking Sforzo Active Passive Directed Searching Monitoring Consapevolezza Undirected Browsing Being aware M. Bates, Toward an Integrated Model of Information Seeking and Searching
  21. 21. Minimo sforzo 1% 5% 14% 80% Searching Browsing Monitoring Awarness
  22. 22. Searching
  23. 23. Browsing
  24. 24. Awareness
  25. 25. Monitoraggio
  26. 26. Photo: Dom Dada, Flickr da asporto Linee guida
  27. 27. Photo: Joana Hard, Flickr Flessibilità
  28. 28. progettare per lediverse strategie diinformation seeking
  29. 29. consentire il passaggioda searching abrowsing e viceversa
  30. 30. Ordine conveniente
  31. 31. strutture larghe e poco profondesono preferibili a strutture strette eprofonde – ma solo se è rispettato unordine convenientealtrimenti...
  32. 32. ...scomponi
  33. 33. ...o personalizza
  34. 34. Profumo dell’informazione

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