The document discusses strategies to engage technology avoiders, highlighting the importance of using existing cues from previous experiences, making technology more human, and building familiar solutions to gain trust. It outlines the history of digital adoption from 1974 to 2014, categorizing individuals into digital immigrants, intermediates, and natives, and notes the challenges faced by technology avoiders. The ultimate goal is to bridge the gap between need and trust to facilitate technology adoption.

1. Digital Immigration:
Engaging Technology Avoiders

2. “Technology is teaching us
to be human again.”
– Simon Mainwaring

3. 3 Steps
To Win Over
A Technology Avoider

4. 1
Use existing cues
from previous
experiences

5. 2
Bridge the Uncanny
Valley by making it
more human

6. 3
Build a familiar
solution, in order to
build trust

14. ?

15. ?

16. What is a digital
immigrant?

17. A brief historical survey of the
digital information age
1974 1984 1994 2004 2014
First Personal
Computers
Internet Era of Apple
Browsing
Bulletin Board
Services (BBS)
Video Game
Revolution
Dotcom
Bubble
Era of
Social Media
First
Search Engines

18. A brief historical survey of the
digital information age
1974 1984 1994 2004 2014
Digital
Immigrants
Digital
Intermediates
Digital
Natives
Peak Adoption Line

19. 1974 1984 1994 2004 2014
Digital
Immigrants
A brief historical survey of the
digital information age
Digital
Intermediates
Digital
Natives
Peak Adoption Line

20. 1974 1984 1994 2004 2014
Digital
Immigrants
A brief historical survey of the
digital information age
Digital
Intermediates
Digital
Natives
AKA Technology Adoption Lifecycle

21. Digital
Immigrants
Digital
Intermediates
Digital
Natives
A brief historical survey of the
digital information age

24. Name:
Judith Ortega
Occupation:
Retired School Teacher
Age:
None of your business

26. Digital
Immigrants
Digital
Intermediates
Digital
Natives
1974 2014

27. Digital
Immigrants
1954 1964 1974

28. Digital
Immigrants
1954 1964 1974
Not actual
birth photo

29. 2014
Digital
Intermediates
Digital
Natives

32. Translation:
Remember the IESS delivers one
universal key and with it access to all
our services.

35. Is this the type of adoption
we desire?

36. 2 Ways
to change avoiders into adopters

37. 1 Natural Adoption

38. 2 Forced Adoption

39. Once a technology avoider consciously
adopts a piece of technology, the
experience has already made itself
ubiquitous in society
And the avoiders are forced to use it

40. 1. Natural Adoption
2. Forced Adoption
*Work on these names

41. Traversing the Uncanny Valley

42. “Any sufficiently advanced
technology is equivalent
to magic.”
– Sir Arthur C. Clarke

43. un·can·ny
Peculiarly unsettling, eerie.
So keen and perceptive as to seem beyond
what is normal or natural.

48. Technology becomes uncanny
when it becomes unplugged from
human experience

49. http://fakeui.tumblr.com/

50. Doctor Who, season 2, ep 5: Rise of the Cybermen

51. Is that… Windows?
Firefly, e11

52. electrifyingtimes.com

53. Technology adoption is built
upon known interaction cues
built from our own human
experience

56. by Miguel Oliva Márquez

57. by Miguel Oliva Márquez

62. These cues have either been
adopted from previous technology
or are part of our current knowledge

63. Emerging Cues
1974 1984 1994 2004 2014
Digital
Immigrants
Digital
Intermediates
Digital
Natives
Peak Adoption Line

64. 1974 1984 1994 2004 2014
Digital
Immigrants
Emerging Cues
Digital
Intermediates
Digital
Natives
Peak Adoption Line
Well known cues

65. 1974 1984 1994 2004 2014
Digital
Immigrants
Emerging Cues
Digital
Intermediates
Digital
Natives
Peak Adoption Line
Well known cues

66. 1974 1984 1994 2004 2014
Digital
Immigrants
Emerging Cues
Digital
Intermediates
Digital
Natives
Peak Adoption Line
Well known cues

67. 1974 1984 1994 2004 2014
Digital
Immigrants
Emerging Cues
Digital
Intermediates
Digital
Natives
Peak Adoption Line
cue
overlap

68. 1974 1984 1994 2004 2014
Digital
Immigrants
Emerging Cues
Digital
Intermediates
Digital
Natives
Peak Adoption Line
cue
overlap

69. 1974 1984 1994 2004 2014
Digital
Immigrants
Emerging Cues
Digital
Intermediates
Digital
Natives
Peak Adoption Line
Cues known only to
Digital Immigrants

70. 1974 1984 1994 2004 2014
Digital
Immigrants
Emerging Cues
Cues known only to
Digital Intermediates
Digital
Intermediates
Digital
Natives
Peak Adoption Line

71. 1974 1984 1994 2004 2014
Digital
Immigrants
Emerging Cues
Digital
Intermediates
Digital
Natives
Peak Adoption Line
Cues known only to
Digital Natives

72. What was blocking
Judith from adopting
technology?

74. No Cues =
No Human
Experience

76. No Barrier
to Entry

77. The key to technology avoidance is to
bridge the gap between need and trust.
And that is accomplished by making
the experience as human as possible.

78. note:
Digital Natives will learn to do
fundamentally different things
than digital immigrants

79. Because Natives are
accustomed to fundamentally
different ways of doing things,
they [also] forget the
associated cues we receive
from previous technology that
immigrants already have as
current knowledge

80. “Surveys conducted by a number of university
researchers show that "digital natives" appear to
have surprisingly superficial understanding of
new communication technologies, especially
the how and why that underlie them”
Prensky, 2001; Tapscott, 1998
http://ccnmtl.columbia.edu/enhanced/primers/digital_natives.html

81. When immigrant knowledge is the
cue for native technology

84. When technology
avoiders clash with
the natives

85. Online Poll:
“What technology do you regularly find
yourself using today, that you promised
you would never adopt in years past?
And why?”

86. 65%

88. “Communications tools
don’t get socially
interesting until they get
technologically boring.”
– Clay Shirky

89. 3 Steps To Winning Over
A Technology Avoider
• Use existing cues from
previous technology
• Bridge the Uncanny Valley by
making it more human
• Build a familiar solution, in
order to build user trust

90. Thank You

91. Kevin Schumacher
schubox.com
@schubox