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How to design more ethically engaging experiences (UCD 2016)
Senior UX designer at AstraZeneca
UX Jedi!
Keen cyclist
Identical twin
Honest…
Phil Spencer look-a-like
Child of the 80s
PLAY
Me in the 1980s
My kids in the 2010s
PLAY
We really love our digital devices!
How many times a day do people look at their mobile phone?
A: 0-25 B: 26-50 C: 51-75 D: 76-100
85!
Sex or mobile?
Who needs talking?
How to design more ethically engaging experiences (UCD 2016)
How to design more ethically engaging experiences (UCD 2016)
How to design more ethically engaging experiences (UCD 2016)
How to design more ethically engaging experiences (UCD 2016)
How to design more ethically engaging experiences (UCD 2016)
PLAY
The future?
“
”
The Internet is a miraculous tool, but all too
often, it affects us like a drug. Many of its
popular apps, news websites, and social
networks have been carefully designed to
addict and distract, so they can harvest
human attention like the natural resource it
is.
Jonathon Harris & Greg Hochmuth (Network Effect)
Drugs or technology?
Then Now
Who needs sleep anyway?
Gotta catch them all…
31% motorists admit to having
used their mobile behind the wheel
How to design more ethically engaging experiences (UCD 2016)
Who’s to blame?
How to design more ethically engaging experiences (UCD 2016)
“
”
The goal of user experience design is
to improve customer satisfaction and
loyalty through the utility, ease of use,
and pleasure provided in the
interaction with a product.
UX Curve: A method for evaluating long-term user experience, Interacting with computers
DESIRABLE
USABLE
USEFUL
The UX mountain
How to design more ethically engaging experiences (UCD 2016)
DESIGNING MORE
ETHICAL ENGAGEMENT.
1. OUTCOMES OVER ENGAGEMENT
2. DON’T ABUSE PERSUASION
TECHNIQUES
3. NOTIFY ONLY WHEN
NECESSARY
4. PROVIDE CONTROL
5. KEEP THE INTERFACE
TO A MINIMUM
6. REDUCE FRICTION
7. DON’T BE EVIL
KPIs make the world go around
Google’s HEART framework
Outcomes over
engagement…
Outcomes over
engagement…
1. Outcomes over engagement
• Number of visits
• Number of photos
uploaded
• Number of shares
• Number of orders
• Number of account
upgrades
• Number of new
registrations
How to design more ethically engaging experiences (UCD 2016)
Must resist clicking…
Gamification BABY…
2. Don’t abuse persuasion techniques
How to design more ethically engaging experiences (UCD 2016)
How to design more ethically engaging experiences (UCD 2016)
How to design more ethically engaging experiences (UCD 2016)
How to design more ethically engaging experiences (UCD 2016)
3. Notify only when necessary
Q. Does the user really need to know this?
Yes – send them a notification
No – don’t f**cking bother them…
How to design more ethically engaging experiences (UCD 2016)
How to design more ethically engaging experiences (UCD 2016)
How to design more ethically engaging experiences (UCD 2016)
How to design more ethically engaging experiences (UCD 2016)
How to design more ethically engaging experiences (UCD 2016)
How to design more ethically engaging experiences (UCD 2016)
How to design more ethically engaging experiences (UCD 2016)
4. Provide control
• Let users easily control notifications
• Provide a clear path to changing settings e.g. link
from emails
• Be clear about what users are being notified
about
What is the best type of interface?
No interface at all…
The real problem with the
interface is that it is an interface.
Interfaces get in the way. I don’t
want to focus my energies on an
interface. I want to focus on the
job… I don’t want to think of
myself as using a computer, I
want to think of myself as doing
my job.
Donald Norman
“
”
The best interface is no interface by Golden Krishna
http://www.nointerface.com/book/
5. Keep the interface to a minimum
• Embrace typical processes instead of screens
• Leverage computers instead of serving them
• Adapt to individuals
“
”
The extent to which a product can be
used by specified users to achieve
specified goals with effectiveness,
efficiency, and satisfaction in a specified
context of use.
ISO/DIS 9241-11 - Ergonomics of human-system interaction
ISO defines usability as…
It’s got to be sticky…
Come to IKEA?
THINKS YOU NEED TO BUY
ENTRANCE
EXIT
Got lost in IKEA…
Had to drink my own
wee to survive
6. Reduce friction
• Focus on efficiency of core user tasks
• Let users get in and get out as quickly as possible
• Don’t throw mud in the hope that some will
stick…
What is the single
greatest driver of social
change?
According to Melinda Gates…
How to design more ethically engaging experiences (UCD 2016)
Where there is
great power
there is great
responsibility
“
”
Winston Churchill, 1906 speech in House of Commons
How to design more ethically engaging experiences (UCD 2016)
How to design more ethically engaging experiences (UCD 2016)
True for UX designers…
7.
Don't be evil. I believe strongly that in
the long term, you will be better
served by doing good things for the
world even if you forgo some short
term gains by doing so.
“
”
Google – Don’t be evil corporate motto (now changed to ‘Do the right thing’)
PLAY
DESIGNING MORE
ETHICAL ENGAGEMENT.
1. OUTCOMES OVER ENGAGEMENT
2. DON’T ABUSE PERSUASION
TECHNIQUES
3. NOTIFY ONLY WHEN
NECESSARY
4. PROVIDE CONTROL
5. KEEP THE INTERFACE
TO A MINIMUM
6. REDUCE FRICTION
7. DON’T BE EVIL
www.uxforthemasses.com
THANK YOU :-)
@neilturnerux
slideshare.net/neiljamesturner

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How to design more ethically engaging experiences (UCD 2016)

Editor's Notes

  1. I think it’s always useful to know a little bit about your presenter Currently working in Cambridge for AstraZeneca The global pharmaceutical company
  2. In my spare time I’m a UX Jedi (with terrible Photoshop skills)
  3. I’m also a keen cyclist
  4. And identical twin I’m the one of the right (in the red)
  5. Honest I have no idea which one I’m in this photo!
  6. And a Phil Spencer look-a-like Sadly with there’s not much demand for my services
  7. I’m also a child of the 80s Do we have any other children of the 80s? (Hands up) If so I want you to see how much of the following you remember
  8. Video is 1 min long
  9. This is me in the 1980s No digital technology in sight Only analogue technology Check out the Star Wars curtains!
  10. This is my kids It’s far to say that already digital technology plays a pretty big part of their lives In fact if you dare to prize the iPad away it’s a good chance that you’ll experience something like this
  11. Video is 20 secs long Anyone else get iPaddy’s in their household?
  12. And it’s not just kids that love digital devices We all do…
  13. How many times a day do you think people look at their mobile phone According to a 2015 study at the Uni of Lincoln which logged smartphone use using an app
  14. According to a 2015 study at the Uni of Lincoln which logged smartphone use using an app That’s a lot of engagement
  15. It’s fair to say that we’re pretty attached to our digital friends In fact according to a survey in the US A third of Americans (need to check) would rather give up sex than their mobile And this digital love affair is starting to change not just our digital interactions, but our interactions with one another
  16. This is now a pretty common sight
  17. The smart phone walk…
  18. The dinner conversation via mobile
  19. Hanging out at the park
  20. Can you spot the one guy in this photo not using a mobile?
  21. What about this one?
  22. Video is 30 secs long I fear that this is what we’ve become Smart phone zombies…
  23. What about this one?
  24. Perhaps this isn’t a great surprise Digital devices are perhaps the drug of the 21st century This is a quote from a fantastic website called Network Effect, set-up by two artists called Jonathan Harris + Greg Hochmuth
  25. In fact if you look at a brain of someone using addictive drugs and someone using technology, such as smartphones and the Internet, the two are quite similar in a lot of ways Brain imaging has shown that technology like Smartphones and tablets affect the brain frontal cortex, in a very similar way to addictive drugs can Technology raises dopamine levels and gives us that feel-good factor I’m sure you too have experience the pain of not being able to check your emails The thrill of suddenly having a mobile phone signal again
  26. And this is starting to have a wider impact on society Apparently children today (at least in the Western world) are as unfit as children have ever been Of course this isn’t just down to technology, but it’s a significant factor
  27. 45% of teenagers admit to checking their mobile after having gone to bed The pull of engagement is so great
  28. Engaging apps like Pokemon Go have lead to numerous accidents
  29. A whopping 31% of motorists admit to having used their mobile behind the wheel
  30. And taken to the extreme we have cases of people literally dying through exhaustion because they can’t drag themselves away from technology
  31. So who’s to blame for this? Are we to blame for being weak? Are parents to blame for exposing their children to too much technology? Are companies like Nintendo, Facebook, Apple and Google to blame for rewarding addictive behaviour?
  32. Well probably all of the above But I also can’t help feeling that we as designers are also to blame Afterall…
  33. Good UX is all about utility, usability, and building pleasurable products and services
  34. In fact if we look at the classic UX stack we as designers look to design things that are Useful to users Usable so that users can do what they need to do Desirable – that are nice to use And as the UX bar gets raised, and as user expectations rise, it’s the top element – desirable that is increasingly becoming important
  35. There is an obsession with designing engaging digital products and services, and I’m not sure if this is a healthy obsession I want to show you how to design more ethically engaging experiences Experiences that hopefully won’t turn your users into digital zombies
  36. In this age of recycling I’ve been able to recycle Ed’s stone to deliver 8 lessons in designing more ethical engagement
  37. First lesson is related to KPIs KPIs are pretty important when it comes to UX as they’re typically the way that performance of a product or service is measured More conversions, more visits per week, more clicks, more likes
  38. And engagement KPIs are often pretty high on the list For example Google’s HEART frame work (Happiness, Engagement, Adoption, Retention, Task Success) features engagement very heavily But there’s a danger that focusing on engagement KPIs encourages unhealthy engagement Is more visits per user, per week, actually helping in the bigger picture, is it healthy for that user?
  39. Which is why I believe you should aim for outcomes, over engagement Because you outcomes are really what you’re looking for, not engagement Outcomes like orders, subscriptions, registrations and recommendations
  40. My second lesson concerns the abuse of persuasive design It’s fair to say that most of us are pretty easily persuaded
  41. From click bait
  42. To gamification techniques, such as points, competition and leaderboards Persuasive design has become a powerful tool in the UX designers arsenal, but all too often it has been abused
  43. So lesson number 2 is not to abuse persuasion techniques As designers we should be only encouraging healthy behaviour, not unhealthy behaviour
  44. Lesson 3 relates to notifications I suspect like me you receive a lot of notifications through out the day Some are useful, others perhaps less so Take LinkedIn for example
  45. Do I really need to know that a connection has just had a work anniversary Maybe
  46. But seriously LinkedIn, do I need to know about birthdays Come one – you’re not Facebook
  47. And for god sake, I really don’t need to know that someone has changed their bloody profile picture Thanks LinkedIn, thanks for wasting 30 seconds of my life, 30 secs that I’ll never get back again to let me know that someone has updated their bloody profile photo And it’s not just LinkedIn, this sort of needless notification is far too prevelant
  48. Which leads me to lesson 3 Only notify users when absolutely necessary Simply ask yourself a question as a designer – does the user really need to know this?
  49. Of course users can just change the notifications they receive, but this is often easier said than done Take Facebook for example I want to change the notifications I receive So I click on the user icon at the top right
  50. I’m presented with the option to view my profile
  51. I view my profile Nothing related to settings here
  52. What about the ‘More’ option? Privacy shortcuts?
  53. Er, more settings
  54. Bingo, finally found notification settings
  55. And look it only took me a mere 6 steps!
  56. Lesson number 4 is to avoid what Facebook does and make it easy for users to control and switch off notifications, and other alerts Make it easy for users to get to the settings Make it clear what notifications relate to
  57. Touchscreen? VR? Mouse and keyboard?
  58. Bit of a trick question It’s no interface at all…
  59. This is a great quote from Don Norman, who is one of the forefathers of usability and UX and indeed coined the UX term
  60. If you’re interested in this I can recommend the book – The best interface is no interface by Golden Krishna I’ll provide a link to an article about this at the end of the presentation
  61. 3 key lessons from a book well worth reading by Golden Krishna, called the best interface is no interface Design for human processes, not screens Adapt the computer to the user, not the other way around Adapt to individuals, make it a personal experience By having a personalised service you can make interactions more relevant, more rewarding You might argue that a personal service is more engaging, but it’s arguably more ethically engaging because less of the user’s time is wasted It lets the user get on with more important stuff
  62. Talking about less time wasted, if we look at the ISO definition for usability it is… You’ll see that efficiency is key to usability
  63. But as designers we’re continually asked to make products and services sticky
  64. It often reminds me of the joys of IKEA Who enjoys going to IKEA? – strange people! My experience of IKEA is usually something like this…
  65. I start here… And the things I need to buy are here…
  66. IKEA are the masters of making have to go through a mini assault course to find and get what you want And the same is often true of websites and apps So many obstacles and stuff you don’t need, and shouldn’t have to worry about are thrown in your way Rather than letting users go in, do what they need to do, and get out, they’re forced to jump through, hoop after hoop, after hoop
  67. Which is why rule 7 is to reduce friction Make experiences as efficient as they can be and try to convince business stakeholders than throwing mud at users is not a good idea
  68. Last question of the day What is the single greatest driver of social change? The state? Technology? The media?
  69. Well according to Melinda Gates, wife of Bill it’s….
  70. Design… You see design has the power to change people, and to change their behaviour How products and services are designed, how the tools we use at work are designed, how the things we use day to day are designed Which makes designers like you and me pretty influential people
  71. And of course we know that where there is great power, there is great responsibility Winston Churchill knew it
  72. Spiderman knows it
  73. This guy, sure as hell knows it
  74. And we as UX designers should know it too We have a responsibility to use our powers for good, rather than for evil
  75. Which brings me to my last lesson – don’t be evil Even if Google don’t follow their own advice – you should
  76. Which brings me to my last lesson – don’t be evil Even if Google don’t follow their own advice – you should
  77. Video is 1:20
  78. In this age of recycling I’ve been able to recycle Ed’s stone to deliver 8 lessons in designing more ethical engagement
  79. Thank you once again for coming along I’ll upload the slides over the next few days to both my website and to slideshare Any questions?