Meta moments
•
2 likes•702 views
In UX, we seem obsessed with making digital experiences slick and seamless. We want to meet and exceed expectations at all costs. We want to remove all barriers to action and make it impossible to fail. We care about usability and conversions, but very little about thoughtful engagement. In this workshop, I look at when and how to encourage a little thoughtfulness (or Meta-Moment) in our users. We learn how to deploy roadblocks (to set challenges), speed-bumps (to change pace) and diversions (to defy expectation). We try these techniques out and see firsthand how they can be used to foster more attentive and more memorable experiences. Andrew Grimes is a Principal UX Consultant at Nomensa. He’s an experienced UX lead, with a Philosophy MA. He recently published an article on A List Apart: Meta Moments, on the subject of Meta-Moments which provides the basis for this workshop. http://alistapart.com/article/meta-moments-thoughtfulness-by-design
Recommended
Recommended
More Related Content
Similar to Meta moments
Similar to Meta moments (20)
Recently uploaded
Recently uploaded (20)
Meta moments
- 2. http://alistapart.com/article/meta-moments-thoughtfulness-by-design picture by http://hellogeri.com
- 3. What are Meta-moments? Some examples Create some Meta-moments Why should you care? Sketch and present! Final thoughts and questions
- 5. Brain by Tony Gines and Smartphone by Creative Stall from the Noun Project
- 6. Brain by Tony Gines and Smartphone by Creative Stall from the Noun Project
- 7. Martin Heidegger Philosopher Martin Heidegger was a German philosopher and a seminal thinker in the Continental tradition, particularly within the fields of existential phenomenology and philosophical hermeneutics. Wikipedia Born: September 26, 1889, Messkirch, Germany Died: May 26, 1976, Freiburg im Breisgau, Germany Areas of interest: Ontology, Philosophy of language, more Influenced: Karl Löwith, Jacques Derrida, Hubert Dreyfus, more Schools of thought: Existentialism, Phenomenology, Hermeneutics
- 8. Ready to hand Present at hand Unconscious Thinking fast System 1 Susceptible Conscious Thinking slow System 2 Critical / analytical Attention directed inwards Attention directed outwards In the moment / flow Interconnectedness Playing / consuming Broken flow Separateness Job-like tasks
- 9. Ready to hand Present at hand Moments of truth Crossing thresholds Testing the boundaries Managing crises
- 10. Ready to hand Present at hand Moments of truth Signature moments Personality Difference
- 11. Ready to hand Present at handDelightful moments Anticipating needs Unexpected extras Cool factor Moments of truth Moments of truth Signature moments
- 12. Ready to hand Present at hand Moments of truth Signature moments Delightful moments Invisible moments 1000s of micro interactions
- 13. Ready to hand Present at hand Technology’s place is at this end of the spectrum?
- 14. Discover the expectations of the users Attempt to fulfil everyone’s expectations Discover the expectations of the organisation We challenge these But not these
- 15. A moment to reflect Traffic sign images are Crown copyright: https://www.gov.uk/traffic-sign-images
- 16. A moment to reflect or to anticipate Traffic sign images are Crown copyright: https://www.gov.uk/traffic-sign-images
- 20. Some examples Create some Meta-moments
- 22. PROVE YOURSELF • Only the worthy may enter ROADBLOCK - EXAMPLE #1
- 23. Oct 28 2014 ROADBLOCK - EXAMPLE #1
- 24. ROADBLOCK - EXAMPLE #1
- 25. CHOICE OF ONE • Remove all options but one ROADBLOCK - EXAMPLE #2
- 26. ROADBLOCK - EXAMPLE #2
- 27. ROADBLOCK - EXAMPLE #2
- 28. LEVEL UP • Give the user restricted access • Have them master the first level before proceeding to the next ROADBLOCK - EXAMPLE #3
- 30. PROVE YOURSELF CHOICE OF ONE LEVEL UP Only the worthy may enter Remove all options but one Restrict initial access
- 32. ASK MORE THAN THE MINIMUM • Ask about expectations • Agree how personal data will be used • Reflect on benefits SPEED BUMP - EXAMPLE #1
- 33. http://firstround.com/review/How-Lumosity-Spiked-Active- Users-10-with-Complexity-Not-Simplicity/ SPEED BUMP - EXAMPLE #1
- 34. “BEFORE YOU START” MOMENTS • Give some on-boarding style tips • Let people know how they should prepare SPEED BUMP - EXAMPLE #2
- 35. Add some on boarding wizardry https://www.useronboard.com/how-applemusic-onboards-new-users/ SPEED BUMP - EXAMPLE #2
- 36. CHANGE LAYOUT • Make it clear when something needs to be read / understood before proceeding SPEED BUMP - EXAMPLE #3
- 37. ASK MORE THAN THE MINIMUM “BEFORE YOU START” MOMENTS CHANGE LAYOUT Agree how service will be used To help prepare To signal a change in interaction mode
- 39. SURPRISE! • Research expectations in order to do the opposite! DIVERSION - EXAMPLE #1
- 41. Innocent microcopy DIVERSION - EXAMPLE #1
- 42. ALIENATE! • Show the seams • Pull back the curtain • Reveal the mechanics DIVERSION - EXAMPLE #2
- 43. DIVERSION - EXAMPLE #2 I am an advert I am the logo
- 44. INVENT • Make up new words • Create a ‘signature moment’ • Show a new way to get from A to B DIVERSION - EXAMPLE #3
- 46. SURPRISE ALIENATE INVENT Play with expectations Pull back the curtain A new way to get from A to B
- 47. EXCERCISE 1: CREATE SOME META-MOMENTS 1 Pick a journey you are familiar with 2 Choose a moment in that journey 3 Re-imagine it 4 Write it out as a story Think of… When users should be encouraged to… Imagine ways to… • your favourite app • something you’re working on • a recent annoyance online • a product or service that you love • understand the value of continuing • take a significant action • disrupt the flow, remove support or add constraints • set a challenge As an X I am encouraged to Y In order to Z • prepare • learn something that will help save time later • signal a shift in modes • ask more than needed • help the user prepare • interact in a new way • re-think something • take a fresh look • play with expectations • show behind the curtain • do things differently
- 48. As a keynote user I am shown how to use it’s animation features, so I can save time preparing my presentations As a fan of the band I am encouraged to prove myself a fan by completing a quiz, before I can buy the best tickets in the house As a twitter user I am surprised when the ‘pull-to-refresh my feed’ feature tells me that I might find more value in setting up some lists
- 49. EXCERCISE 1: CREATE SOME META-MOMENTS 1 Pick a journey you are familiar with 2 Choose a moment in that journey 3 Re-imagine it 4 Write it out as a story Think of… When users should be encouraged to… Imagine ways to… • your favourite app • something you’re working on • a recent annoyance online • a product or service that you love • understand the value of continuing • take a significant action • disrupt the flow, remove support or add constraints • set a challenge As an X I am encouraged to Y In order to Z • prepare • learn something that will help save time later • signal a shift in modes • ask more than needed • help the user prepare • interact in a new way • re-think something • take a fresh look • play with expectations • show behind the curtain • do things differently
- 50. Why should you care?
- 51. COMBAT THE “FORCES AGAINST MINDFULNESS” Notifications Recommendations Instant results Ubiquity
- 52. Significant commitments need conscious thought Thoughtfulness builds longer term engagement Transparency about the mechanics builds trust & loyalty Mindful interactions support the user’s well being Intrigue / struggle can create much more interest Why?
- 54. Ordinary World creates contrast with strange new world; the problem is waiting to be activated; hero lacks something; a search for completeness. Call to Adventure a problem is presented as a challenge or adventure, objects are revealed as clues. Refusing the Call he refuses call because of fear, the greatest fear is because of the unknown, not fully committed, may ‘return back’ and needs convincing. Mentor where hero is encouraged by mentor, function of mentor is to prepare hero to face unknown, give advice, and give equipment. Crossing the First Threshold hero commits to the adventure, fully enters the special world, begins to face consequences of the problem Test Allies and Enemies Where hero faces challenges and learns rules of special world, learns who allies are and who enemies are. Fall and Descend last edge of dangerous place, where object of quest is hidden, hero crosses the second major threshold, hero pauses to plan next move, usually at enemies headquarters. The Ordeal hero hits bottom, faces greatest fear, brought to the brink in battle with hostile force, may have a dark moment Reward hero takes magic weapon, has survived and won, usually is experienced and had knowledge, earns title of hero by taking risk. Roadback-Return hero deals with consequences of facing dark forces in the ordeal Resurection hero is reborn and cleansed, meets final test, moments of death and rebirth are complete Return home with elixer of life turns back to ordinary world with treasure, heals land. https://quizlet.com/14697468/12-stages-of-a-heros-archetypal-journey-flash-cards/ The hero’s journey
- 56. EXCERCISE 2: SKETCH-A-META-MOMENT 1 Choose your favourite idea 2 Draw a picture of it! 3 Annotate it 4 Present • prioritise • sort • choose! • stick people • interfaces • consider the before the during and the after • name your Meta- moment • describe the context, motivations and behaviours • add a KPI that you’d expect to influence with your idea Choose someone in your group to present your Meta-moment 1 min 5 mins 4 mins 2 mins each
- 57. Final thoughts and questions
- 58. Prevailing UXD wisdom Change needed Remove all barriers & impediments Let’s design one or two Encourage frictionless flow Add friction & disrupt flow (when appropriate) Always meet expectations Play with expectations Use familiar conventions Break conventions (occasionally) Satisfy user demand ASAP Let users wait (sometimes) Do as much as possible for the user Delegate some responsibility to them Eradicate failures Design for the inevitable unhappy paths Put thought into design so that users don’t have to Create spaces for users to put their own thought in “Don’t make me think!” “Don’t make me think, needlessly!”
- 59. Any questions?