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designing to be used:
adoption and appropriation
Alan Dix
www.alandix.com
www.hcibook.com/e4/
three use words
useful
– functional, does things
usable
– easy to do things, does the right things
• used
– attractive, available, acceptable to organisation
used
– attractive, available, acceptable to organisation
including ongoing experience
adoption
– getting initially used
appropriation
– getting eventually USED
dynamics of use
no use
use
personalised
use disuse
useful
usable
adoption
appropriation
designing for adoption
managing the path
marketing life cycle: ‘early adopters’, etc.
how ‘design’ it in
just think
no use
use
easy to
focus here
think about
the whole path
if you are big
just stick it in the OS (Microsoft, Apple)
or stick it on your web site (Google, Yahoo!)
does NOT guarantee use
(e.g. Apple OpenDoc, automator)
… but it does help ;-)
if not …
you have to think harder!
if you want someone to do something …
make it easy for them!
understand their values
designing for value
people use something
ONLY IF
it has perceived value
AND
value exceeds cost
BUT NOTE
exceptions (e.g. habit)
value NOT necessarily personal gain or money
weighing up value
value: helps me get my work done
fun
good for others
cost: download time
money £, $, €
learning effort
in economics Net Present Value:
discount by (1+rate)years to wait
in life people heavily discount
both future value and future cost
hence resistance to learning
so ... need low barriers
and high perceived present value
value depends on time
value depends on other people
network effects
value of Word for ME
is higher if YOU have it too
critical mass (Grudin)
 reduce initial cost
 increase initial value
 find cliques
different kinds of people
– market ecologies
critical isues: – fan-out (gain)
– feedback loops (exponential growth)
– adding paths (information prodicts)
teachers
parents
children
lattice of value
two groups (example):
developers
users
each need:
value on their own
otherwise no initial use
more value for both
to encourage growth
(c) web user
has product B
(b) web developer
has product A
(d) both have
our products
(a) neither have
our products
(i) (ii)
(iii) (iv)
example – HCI book search
value for people who have the book
helps you to look up things
– chapter and page number
value for those who don’t …
sort of online mini-encyclopaedia
– full paragraph of context
… but also says “buy me”!!
… but also says “buy me”!!
design guidelines …
• think about the path
• increase zero point value
• identify cliques
• understand relationships
• create community value
• leverage existing products
see also
Andy Cockburn’s
PhD thesis
designing for appropriation
dynamics of use
no use
use
personalised
use disuse
useful
usable
adoption
appropriation
what is appropriation?
personalised use
using something in a way the designer didn’t intend
both physical and digital
photo: Ken Banks, kiwanja.net
motivation
appropriation seen in many studies
growing literature
Paul Dourish lots, also Jennie Carroll (RMIT, Melbourne),
various workshops, Illyenkov (cultural timescale)
… but hard to find explicit guidance
why appropriation?
+ situatedness – every environment different
+ dynamics – environments and needs change
+ ownership – feelings of control, pride
? subversion
design for appropriation ?
≈ design for the unexpected
an oxymoron?
design guidance
• allow interpretation
• provide visibility
• expose intentions
• support not control
• plugability and configuration
• encourage sharing
• learn from appropriation
example - onCue
suggestions based on clipboard
observed use:
– open blank temp doc
– type in words
– do ‘copy’
– use onCue
– discard temp doc
learn from appropriation
redesign had pop-down type-in area
approp
example - eCommerce
requirement – marker for uncompleted orders
guidelines:
– support not control
– allow interpretation
provided:
– uncommitted ‘flag’
– plain text comment
appropriation
used to mark need to restock no rocket
science here!
.. so
you can design for appropriation
often seems trivial but really powerful
needs humility
… and now …
Web2.0 … community content + mashups
adoption = appropriation?
what about end-user mashups
(not just the techie ones!)
UI + infrastructure issues (e.g. local resource URIs)
mashups in the home?
(hard enough with wires!)
not just usability - Green agenda too
summary
useful and usable not enough
things need to be used
adoption – from no use to use
think path
appropriation – from use to personal use
think enable
maybe coming together?

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Designing to be used adoption appropriation

  • 1. designing to be used: adoption and appropriation Alan Dix www.alandix.com www.hcibook.com/e4/
  • 2. three use words useful – functional, does things usable – easy to do things, does the right things • used – attractive, available, acceptable to organisation used – attractive, available, acceptable to organisation including ongoing experience
  • 3. adoption – getting initially used appropriation – getting eventually USED
  • 4. dynamics of use no use use personalised use disuse useful usable adoption appropriation
  • 5.
  • 7. managing the path marketing life cycle: ‘early adopters’, etc. how ‘design’ it in just think no use use easy to focus here think about the whole path
  • 8. if you are big just stick it in the OS (Microsoft, Apple) or stick it on your web site (Google, Yahoo!) does NOT guarantee use (e.g. Apple OpenDoc, automator) … but it does help ;-)
  • 9. if not … you have to think harder!
  • 10. if you want someone to do something … make it easy for them! understand their values
  • 11. designing for value people use something ONLY IF it has perceived value AND value exceeds cost BUT NOTE exceptions (e.g. habit) value NOT necessarily personal gain or money
  • 12. weighing up value value: helps me get my work done fun good for others cost: download time money £, $, € learning effort
  • 13. in economics Net Present Value: discount by (1+rate)years to wait in life people heavily discount both future value and future cost hence resistance to learning so ... need low barriers and high perceived present value value depends on time
  • 14. value depends on other people network effects value of Word for ME is higher if YOU have it too critical mass (Grudin)  reduce initial cost  increase initial value  find cliques
  • 15. different kinds of people – market ecologies critical isues: – fan-out (gain) – feedback loops (exponential growth) – adding paths (information prodicts) teachers parents children
  • 16. lattice of value two groups (example): developers users each need: value on their own otherwise no initial use more value for both to encourage growth (c) web user has product B (b) web developer has product A (d) both have our products (a) neither have our products (i) (ii) (iii) (iv)
  • 17. example – HCI book search value for people who have the book helps you to look up things – chapter and page number value for those who don’t … sort of online mini-encyclopaedia – full paragraph of context … but also says “buy me”!! … but also says “buy me”!!
  • 18. design guidelines … • think about the path • increase zero point value • identify cliques • understand relationships • create community value • leverage existing products see also Andy Cockburn’s PhD thesis
  • 19.
  • 21. dynamics of use no use use personalised use disuse useful usable adoption appropriation
  • 22. what is appropriation? personalised use using something in a way the designer didn’t intend both physical and digital
  • 23.
  • 24. photo: Ken Banks, kiwanja.net
  • 25. motivation appropriation seen in many studies growing literature Paul Dourish lots, also Jennie Carroll (RMIT, Melbourne), various workshops, Illyenkov (cultural timescale) … but hard to find explicit guidance
  • 26. why appropriation? + situatedness – every environment different + dynamics – environments and needs change + ownership – feelings of control, pride ? subversion
  • 27. design for appropriation ? ≈ design for the unexpected an oxymoron?
  • 28. design guidance • allow interpretation • provide visibility • expose intentions • support not control • plugability and configuration • encourage sharing • learn from appropriation
  • 29. example - onCue suggestions based on clipboard observed use: – open blank temp doc – type in words – do ‘copy’ – use onCue – discard temp doc learn from appropriation redesign had pop-down type-in area approp
  • 30. example - eCommerce requirement – marker for uncompleted orders guidelines: – support not control – allow interpretation provided: – uncommitted ‘flag’ – plain text comment appropriation used to mark need to restock no rocket science here!
  • 31. .. so you can design for appropriation often seems trivial but really powerful needs humility
  • 32.
  • 33. … and now … Web2.0 … community content + mashups adoption = appropriation? what about end-user mashups (not just the techie ones!) UI + infrastructure issues (e.g. local resource URIs) mashups in the home? (hard enough with wires!) not just usability - Green agenda too
  • 34. summary useful and usable not enough things need to be used adoption – from no use to use think path appropriation – from use to personal use think enable maybe coming together?