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Positioning sustainability in your UX @ Amsterdam UX Meetup
- 1. positioning sustainability in your user experience amsterdam ux meetup maarten p. kappert creative lead mirabeau nov 10, 2016
- 4. ooohhh…
- 5. behavioral psychology self interest ✓ short term ✓ status ✓ dr. mark van vught, evolutionary psychologist
- 7. an inconvenient truth knowing the harm that our consumption causes, we can no longer fully enjoy the things that were told to bring us happiness
- 11. this negative vibe puts the brakes on everything consumers won’t ask for better products business won’t create those products politicians won’t propose the needed policies voters won’t support them investors won’t divest evil corporations won’t die
- 12. environmental experts need to now hold hands with those very people who started the consumer revolution; the people that know consumers inside out and back to front — marketers, social psychologists, advertisers, storytellers and branding experts ensia.com solution
- 13. challenge how to design for contradictory messages?
- 17. consume as much as you want
- 19. in the media
- 21. sustainability = sacrifice short term long term self interest altruism status no tangible rewards
- 24. tesla
- 25. method
- 26. tony chocolonely
- 32. tony chocolonely first great then good
- 34. images to avoid
- 35. images to use
- 37. sustainable green eco a better world change zero emission carbon footprint movement future global warming words to avoid
- 38. fast healthy smart now you delicious beautiful today amazing happy new powerful thrilling pretty sexy sensuality words to use
- 39. do sustainability a favor — 1 change the frame — 2 change the proposition architecture — 3 change the images — 4 change the words
Editor's Notes
- Welkom bij Mirabeau, nieuw pand Paar omzwermingen Zelfs nog tijd in MAC
- Wenckebach, niet echt sexy
- Zelf inrichten Koffie apparaat – dat was echt een ding toen >> Koffierevolutie – ook thuis
- Deze gekocht Word je hier enthousiast van? Niet zo gek. >> Voldoet namelijk aan alle manieren waarop wij mensen evolutionair zijn voorgeprogrammeerd om te beslissen.
- Mooi design Fraai stukje techniek Instant gratification Vrienden enthousiast >> MAAR JA
- This messes up my EXPERIENCE as a USER
- And people don’t like contradictions… and so they choose.
- A change of strategy, get out of your niche Second place Change the words
- TRUMP underbelly? We are left wing elite
- Basically, you classic do-gooders are really bad at marketing
- That’s us!!!
- And people don’t like contradictions… and so they choose.
- CIRCULAR
- (uitleggen)
- Needs effort – SACRIFICE This doesn’t get people to change their behavior
- Nu zie je ook waarom dit maar zo beperkt leidt tot behavioral change
- Needs effort – SACRIFICE This doesn’t get people to change their behavior
- Snel Bloedmooi Technologisch advanced En o ja, elektrisch
- Wertk goed Ruikt lekker Ziet er mooi uit Anders
- Lekker dik Smaakvol Kleurrijk Anders
- Verleiden Verlekkeren Entertainen Irresistible
- Zegt nergens: Groen, sustainable, eco, nature
- fit
- Niet rationeel, overtuigen
- EMOTIONEEL
- Ik word er beter van Mooi design Fraai stukje techniek Instant gratification Vrienden enthousiast Toch schuldgevoel. Wtf?
- UX = designing the behaviors of our clients As all these expressions tell users a lot about who the business is, what they believe in, what they think about the user, what they think about the world When you do, think about this Because these expressions lead to impressions in a user about the business, But if you add up all them up, an image is created about what the world could be Let’s reframe sustainability