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How to design more ethically engaging experiences (UCD 2016)

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Hi. My name is Neil, and I’m an addict. I’ll admit it, I’m addicted to technology, and you know what, I suspect that you are too. We’re all addicts now aren’t we? We’ve all become addicted to a very modern drug called technology.

It’s not our fault that we’re addicted to technology, we're only human after all. You see technology is just too damn addictive. And why is it so addictive? Because it’s been designed to be so by designers like you and me. It’s been designed to engage, to demand our attention, to draw us in and to slowly but surely get us hooked.

In this talk which was originally delivered at UCD 2016, I’m going to argue the case for why we as designers should be helping to break this cycle of addiction. Why we should be focusing on making a positive impact on peoples’ lives, rather than chasing ever greater usage of our products and designs. I’m going to show you how to create products that are more ethically engaging; that let people get on with their lives without becoming a slave to the machine!

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How to design more ethically engaging experiences (UCD 2016)

  1. 1. Senior UX designer at AstraZeneca
  2. 2. UX Jedi!
  3. 3. Keen cyclist
  4. 4. Identical twin
  5. 5. Honest…
  6. 6. Phil Spencer look-a-like
  7. 7. Child of the 80s
  8. 8. PLAY
  9. 9. Me in the 1980s
  10. 10. My kids in the 2010s
  11. 11. PLAY
  12. 12. We really love our digital devices!
  13. 13. How many times a day do people look at their mobile phone? A: 0-25 B: 26-50 C: 51-75 D: 76-100
  14. 14. 85!
  15. 15. Sex or mobile?
  16. 16. Who needs talking?
  17. 17. PLAY
  18. 18. The future?
  19. 19. “ ” 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)
  20. 20. Drugs or technology?
  21. 21. Then Now
  22. 22. Who needs sleep anyway?
  23. 23. Gotta catch them all…
  24. 24. 31% motorists admit to having used their mobile behind the wheel
  25. 25. Who’s to blame?
  26. 26. “ ” 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
  27. 27. DESIRABLE USABLE USEFUL The UX mountain
  28. 28. 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
  29. 29. KPIs make the world go around
  30. 30. Google’s HEART framework
  31. 31. Outcomes over engagement…
  32. 32. 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
  33. 33. Must resist clicking…
  34. 34. Gamification BABY…
  35. 35. 2. Don’t abuse persuasion techniques
  36. 36. 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…
  37. 37. 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
  38. 38. What is the best type of interface?
  39. 39. No interface at all…
  40. 40. 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 “ ”
  41. 41. The best interface is no interface by Golden Krishna http://www.nointerface.com/book/
  42. 42. 5. Keep the interface to a minimum • Embrace typical processes instead of screens • Leverage computers instead of serving them • Adapt to individuals
  43. 43. “ ” 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…
  44. 44. It’s got to be sticky…
  45. 45. Come to IKEA?
  46. 46. THINKS YOU NEED TO BUY ENTRANCE EXIT
  47. 47. Got lost in IKEA… Had to drink my own wee to survive
  48. 48. 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…
  49. 49. What is the single greatest driver of social change?
  50. 50. According to Melinda Gates…
  51. 51. Where there is great power there is great responsibility “ ” Winston Churchill, 1906 speech in House of Commons
  52. 52. True for UX designers…
  53. 53. 7.
  54. 54. 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’)
  55. 55. PLAY
  56. 56. 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
  57. 57. www.uxforthemasses.com THANK YOU :-) @neilturnerux slideshare.net/neiljamesturner

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