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Watching the edges blur: Rethinking the user experience in the world of self-service (HFES User Experience Day Keynote)
The document discusses the evolution of user experience (UX) in self-service environments, emphasizing the need to differentiate between helping users do tasks and helping them achieve goals. It suggests reimagining how guides assist users, incorporating elements of gamification to enhance motivation and engagement. Key strategies include thinking both broadly and narrowly about user needs, reinforcing positive behaviors, and facilitating the development of new habits through incremental successes.
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Watching the edges blur: Rethinking the user experience in the world of self-service (HFES User Experience Day Keynote)
- 1. Watching the edgesblur Rethinking the user experience in the world of self-service Kath Straub | Usability.org HFES | 2 October 2013
- 2. In your embraceof self-service, are you helping me do things or are you helping me get things done?
- 3. What are thebenefits of self- service?
- 6. In the oldworld I go to a specific place to do a specific thing. And I stay until its done.
- 7. Self-service means I cando things in small increments
- 8.
- 9.
- 12.
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- 14.
- 15.
- 16.
- 17. For effective self-service, weneed to think bigger and smaller.
- 19. Act on it Understand what theyfind Find what they need The UX transition Yesterday-ish
- 20. Act on it Understand what theyfound Find what they need Self- diagnose The UX transition Today-ish and tomorrow
- 21.
- 22. How is doesthis change UX?
- 23. How is doesthis change UX?
- 25. • READSMART Smile, You'rein the Dental Care Aisle http://www.nytimes.com/2005/08/06/business/06shortcuts.html
- 27.
- 31. Increasingly, we navigate theworld without guides What are we losing?
- 32.
- 33.
- 34. How do guides makethings better?
- 35. Focus on thingsI need to know
- 36. Help me learnand do new things
- 37. Don’t distract me(with squirrels)
- 38. There when Ineed them.
- 39. Help me getthings done
- 40. There is animportant difference between helping do things and helping me me get things done.
- 41. For effective self-service, weneed to reimagine the guides
- 42. Back to thedialogue ….
- 46. What do on-line“dialogues” look like?
- 47.
- 53. There is noweb kiosk In the toothbrush aisle.
- 54. Barcodes are In thewrong place
- 55.
- 56. Help me getstarted.
- 57. Tell me howdo do it.
- 58. Help me keeplearning.
- 60. Help me connectthe dots.
- 61. Give me toolsand make me accountable.
- 62. Tell the samestory at all of the touch points.
- 63.
- 64. Make the learninginvisible (or at least fun-ish).
- 65. We spend 3b+hours a week playing online games. says Jane McGonigal Can the things that keep us engaged in games can help us effectively reinvent the guides?
- 66. Zynga made 3things acceptable Begging
- 67. Zynga made 3things acceptable Bragging
- 68. Zynga made 3things acceptable Tiny Victories
- 69. 32 MILLION PEOPLE CAN'TBE WRONG DR. STRANGELOVE OR: HOW I LEARNED TO STOP WORRYING AND LOVE FARMVILLE Kath Straub Diana Nelson Lori Hawkins Suzanne Long 232 Kath Straub, Usability.org Learning
- 70.
- 71. *Insights: Reinforcement seemsto work better for shaping. Rapid, frequent reinforcement supports fast learning. Random reinforcement supports sustained change. Negative reinforcement doesn’t mean punishment. Positive: Add something Negative: Take something away Reinforcement: Increasesbehavior Positive reinforcement Negative reinforcement Punishment: Decreasesbehavior Positive punishment Negative punishment Gamification is the ψ of motivation rebranded.
- 72.
- 73. This is alot of habits.
- 74. Actionable positive feedback. Success = Smallvisible incremental steps.
- 75. Short term and longterm goals are interwoven. Success = Small visible incremental steps.
- 76. My (tiny) victories build up. Success= Small visible incremental steps.
- 77.
- 78.
- 79. Shape my behavior •Help me (see and) connect the dots. • Keep the victories coming. • Create the context to create new habits • Know when I’ll need you
- 80.
- 81.
- 83. << We hadher.
- 84. << We hadher. And we lost her.
- 85. But. She created newhabits along the way … Basal Ganglia
- 86. For effective self-service, weneed to think about what we really want people to do. Then we need to use the psychology of motivation to nudge them in that direction.
- 87. Self-service presents different problemsfor UX 1. Think bigger and smaller 2. Reinvent guides 3. Guide users toward behaviors
- 88.
- 89. Connect. Kath@usability.org +1. 443.831.1351 Linked in:kathstraub Slideshare: kstraub Twitter: kathstraub