MCC Technology Class (April 2012)
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This document summarizes a presentation about user experience (UX) professionals and their emerging value. It defines key UX concepts like usability, effectiveness, efficiency and discusses tools like usability testing. It also covers persuasive design techniques to influence users, like reciprocity, social proof and scarcity. The presentation provides examples of how these concepts can be applied, such as with "freemium" strategies, and suggests reading materials to learn more about getting started in UX.
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MCC Technology Class (April 2012)
- 1. User Experience Professionals The Emerging Value Proposition Presented to Manchester Community College - Technology Seminar April, 2012 Michael Rawlins, User Experience Strategist
- 2. About me... Michael Rawlins eBusiness Product Manager at Cigna •Certified Usability Analyst since 2003 •Certified User Experience Analyst (late 2012) •Early adopter of Social Networking •Instructor of: •Usability Testing Methods •Interaction Design Techniques •Persuasive Design Techniques (PET) •Social Networking Strategy 2
- 3. Why compelling? Shifting Technology Focus... Big Hardware Smaller Hardware Software People! 60’s - mid 70’s mid-70’s - 80’s 90’s Now User Experience... 3
- 4. What is Usability? Navigation Decision Making 4
- 5. More definitions... Effectiveness - can users achieve their goals Ease of learning - how fast do they learn the interface or system construct Efficiency of use - how fast users complete tasks Memorability - short & long term memory leveraged Error prevention - is there forgiveness User satisfaction - do users like the application 5
- 6. User Experience... 6
- 7. What’s a usability test? 7
- 8. Where’s the USB port? 8
- 9. People respond to software & hardware that is easy to use. Cool, but not intuitively obvious... 9
- 10. Mental models? “Things should work the way we think they should work... ... if you break the user’s mental model - they respond negatively.” 10
- 11. UX Tools: Persuasion... Life = making choices More information = more difficult to choose More choices available = more difficult to choose People have developed semi-automatic reactions to help make choices. 11
- 12. Prefrontal Cortex @ logic (no!) Controls reasoning and logic 12
- 13. Amygdala @ emotions (yes!) Semi-automatic reactions 13
- 14. Influencing people... Reciprocation Commitment & Consistency Social Proof Authority Liking Scarcity 14
- 15. Leveraging persuasion... Use reciprocity to give things away for free and people will return People are inclined to return favors you have done for them Chances are you’re already giving something away for free 15
- 16. “Freemium” strategies... Free newsletters and RSS Feeds Free Tips Free webinars/podcast Free trial software... Goal: Ask users/visitors to promote your content in return for what they get. 16
- 17. The sub-conscious mind... When something is scarce, people automatically perceive it more valuable Scarcity in time is extremely effective (example: limited access to content, previews, etc.) Scarcity in amount is equally effective in gaining users/visitors attention 17
- 18. Designing for trust... Authority figures can trigger behaviors... Establishing authority makes it easy for people to choose you, your product or service offering over the next distraction Social Proof “People are like sheep!”. The more information we put in front of our users/visitors, the more they rely on other people’s choices to make their own 18
- 19. Changing behaviors... Commitment/Consistency - the moment people decide on something, they start convincing themselves it’s the right choice Goal: Leveraging all of these elements as part of a Persuasive Architecture enables smart companies to rationalize social media initiatives. 19
- 20. Create, Test, Adjust... http://patternry.com/patterns/ http://www.verifyapp.com http://www.patterntap.com 20
- 21. Applied Persuasion... Piano stairs - TheFunTheory.com http://www.youtube.com/watch?v=2lXh2n0aPyw 21
- 22. Suggested Reading... 22
- 23. Getting Started in UX... http://www.ctupa.org http://www.upassoc.org/ http://uxmag.com/articles/why-persuasive-design-should- be-your-next-skill-set http://uxmag.com/articles/user-experience-for-developers http://aneventapart.com/alasurvey2010/01.html 23
- 25. Thank you! 25