by Katharina Weber, Maria Tarnogrocki and Martin Bender (USEEDS°) http://www.uxcampeurope.org/ UX Camp Europe - 2012

1. I‘m not having this!
Better understand people‘s reaction to change
Mai 2012 - Katharina Weber, Maria Tarnogrocki, Martin Bender

2. What is change?
a simple example...

3. You know this.
USEEDS° user centred thinking

4. Remember this?
Is anybody missing it?
USEEDS° user centred thinking

5. Lots of fuss....
USEEDS° user centred thinking

6. Measurable fuss!
September 2010
Release of iTunes
10, change of logo
USEEDS° user centred thinking

7. And now?
it‘s just doing its job...
why all the fuss?
USEEDS° user centred thinking

8. A bit of theory...

9. Your grandma already knew...
„Was der Bauer nicht kennt, das
frisst er nicht.“
(Free translation: „What a farmer does not know he will not
eat“)
USEEDS° user centred thinking

10. The emotional change curve
Satisfaction Commitment
Denial
Hope
Exploration
Resistance
Reaction to the
change process
I’m not I can see how
I’m happy
having I make this
as I am.
this! work for me.
This is not Could this This works for
relevant to work for me and my
© Melcrum Puplishing Ltd. Visit www.melcrum.com my job. me? colleagues!
or e-mail info@melcrum.com
USEEDS° user centred thinking

11. How can you support the change process?
Transparency Celebration
Participation
Focus on people
Empowerement
Discussion
Reaction to the
change process
I’m not I can see how
I’m happy
having I make this
as I am.
this! work for me.
This is not Could this This works for
relevant to work for me and my
© Melcrum Puplishing Ltd. Visit www.melcrum.com my job. me? colleagues!
or e-mail info@melcrum.com
USEEDS° user centred thinking

12. Different types of people
Conflict vs. Change
Early Adopters Early Majority
Waits to hear some Needs solid anecdotal Late Majority
good anecdotes. evidence. Wants to see three
good case studies at
similar organisations.
Innovators
Willing to take risk on
a great idea.
Laggards
Want solid proof that
something works.
USEEDS° user centred thinking Quelle: Leitfaden für eine erfolgreiches Ideen Management

13. where have you experienced the change curve?
how did you get through it?

14. Thank you!
Katharina Weber USEEDS
katharina.weber@useeds.de
Twitter: @katha_ Blog
www.uxtogo.com
Martin Bender
martin.bender@useeds.de Twitter
Twitter: @designerforux @useeds
Maria Tarnogrocki Website
maria.tarnogrocki@useeds.de www.useeds.de