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Conversion Hotel 2014: Stephen Anderson (US) keynote

Stephen Anderson, author of seductive interactions and well know persuasive design expert. Slides from his sunday keynote at Conversion Hotel 2014 #CH2014 #enjoy

Conversion Hotel 2014: Stephen Anderson (US) keynote

  1. 1. From Paths t @stephenanderson T| #oC HS20a14ndboxes.
  2. 2. PSYCHOLOGY & DESIGN
  3. 3. How we can use PSYCHOLOGY & to DESIGN more fun, engaging (& effective) interactions
  4. 4. How we can use PSYCHOLOGY & to DESIGN more fun, engaging (& effective) interactions
  5. 5. Three games I’ve been playing…
  6. 6.
  7. 7. PATH SANDBOX
  8. 8. Paths 1 12345
  9. 9. DIRECT THE RIDER (conscious thought) MOTIVATE THE ELEPHANT (automatic systems) SHAPE THE PATH (the environment)
  10. 10. Paths are designed to lead people along, for better or worse.
  11. 11. http://www.andeeknutson.com/studies/Shoppers%20and%20Products/11_AnExploratoryLookAtSupermarketShoppingPaths_2005.pdf
  12. 12. Paths are prevalent with design and product teams…
  13. 13. Customer Journey Maps, Service Blueprints, Scenarios…
  14. 14. Lockton, D., Harrison, D.J., Stanton, N.A. (2010). The Design with Intent Method: a design tool for influencing user behaviour. Applied Ergonomics, Vol.41 No.3, 382-392.
  15. 15. Behavioral Goals (which should align w/ User Goals!) Business Goals Psychology
  16. 16. Behavioral Goals (which should align w/ User Goals!) Business Goals assist in developing NEW SKILLS Psychology assist in establishing (or putting an end to) HABITS nudge people toward COMPLETION
  17. 17. Paths aren’t necessarily bad, but…
  18. 18. PATHS SHAPE BEHAVIOR ARE GAMES TO BE PLAYED LEAD PEOPLE ALONG HAVE PREDICTABLE OUTCOMES ARE MEASURABLE DESIGN EVERY DETAIL ARE CONSUMPTIVE CREATE DEPENDENCY (ON DIRECTIONS) HAVE A CLEARLY DEFINED PURPOSE LEAD TO COMPLETION BEST FOR INSTRUCTION END IN AN EXCHANGE
  19. 19. Is there something more?
  20. 20. Sandboxes 2 12345
  21. 21. Sandboxes 12345
  22. 22. Why do so many people find these experiences Q: maddeningly addictive?
  23. 23. Why do so many people find these experiences Q: maddeningly addictive? ‣Pick one of these online experiences ‣List WHY you think people find them addictive (list as many reasons as you can) ‣You have 90 seconds ‣GO!
  24. 24. Why do so many people find these experiences Q: maddeningly addictive? Set Completion Sequencing Appropriate Challenges Status Positive Mimicry Self-Expression Curiosity Collecting Autonomy Visual Imagery Pattern Recognition Feedback Loops Reputation Competition Achievements Status-Quo Bias Surprise Variable Rewards Scarcity ‣Pick one of these online experiences ‣List WHY you think people find them addictive (list as many reasons as you can) ‣You have 90 seconds ‣GO!
  25. 25. What do all these experiences Q: have in common?
  26. 26. 2 OBSERVATIONS: 1. These are Platforms You can make of them what you want. There is no prescribed way to use these system.
  27. 27. The WTF Problem. WThahFtios’sr?
  28. 28. The WTF Problem. What’s This For?
  29. 29. 2 OBSERVATIONS: 1. These are Platforms You can make of them what you want. There is no prescribed way to use these system. 2. These are Social Spaces People learn from each other how to use the system. Many of the psychological nudges that follow stem from observing others.
  30. 30. While MineCraft is a place for exploration and self-expression (perhaps survival!), it’s watching others that inspires new ideas and creates personal challenges. The hashtag in twitter was an emergent element. It wasn’t until I saw my wife pinning decorating ideas that I saw Pinterest as a visual bookmarking system.
  31. 31. “A sandbox is a style of game in which minimal character limitations are placed on the gamer, allowing the gamer to roam and change a virtual world at will. In contrast to a progression-style game, a sandbox game emphasizes roaming and allows a gamer to select tasks. Instead of featuring segmented areas or numbered levels, a sandbox game usually occurs in a “world” to which the gamer has full access from start to finish. A sandbox game is also known as an open-world or free-roaming game. http://www.techopedia.com/definition/3952/sandbox-gaming
  32. 32. Sandboxes create open spaces for self-directed play and creativity.
  33. 33. Sandbox applications?
  34. 34. Sandbox applications?
  35. 35. Children’s toys and organization:
  36. 36. Children’s toys and organization:
  37. 37. Architecture: “Adventure Playground” “A castle, made of carton, rocks and old branches, by a group of children for themselves, is worth a thousand perfectly detailed, exactly finished castles, made for them in a factory.” And the proposed solution: “Set up a playground for the children in each neighborhood. Not a highly finished playground, with asfalt and swings, but a place with raw materials of all kinds—nets, boxes, barrels, trees, ropes, simple tools, frames, grass, and water—where children can create and re-create playgrounds of their own.”
  38. 38. I am convinced that standardised playgrounds are dangerous, just in another way: When the distance between all the rungs in a climbing net or a ladder is exactly the same, the child has no need to concentrate on where he puts his feet. Standardisation is dangerous because play becomes simplified… —HELLE NEBELONG “
  39. 39. –?? (MAKER DOCUMENETARY) “ If you want to eliminate risks, you’re eliminating creativity
  40. 40. PATHS SHAPE BEHAVIOR ARE GAMES TO BE PLAYED LEAD PEOPLE ALONG HAVE PREDICTABLE OUTCOMES ARE MEASURABLE DESIGN EVERY DETAIL ARE CONSUMPTIVE CREATE DEPENDENCY (ON DIRECTIONS) HAVE A CLEARLY DEFINED PURPOSE LEAD TO COMPLETION BEST FOR INSTRUCTION END IN AN EXCHANGE SANDBOXES CREATE ENGAGEMENT ARE SPACES IN WHICH TO PLAY LET PEOPLE EXPLORE HAVE UNKNOWN OUTCOMES ARE OBSERVABLE UNDERSPECIFY THE DESIGN ARE GENERATIVE ENCOURAGE AUTONOMY PURPOSE IS SELF-DETERMINED LEAD TO UNDERSTANDING BEST FOR PEFORMANCE END IN LEARNING & DISCOVERY
  41. 41. Education 3 12345
  42. 42. The jockey offers a piece of sugar to his horse before jumping into the saddle, the coachman beats his horse that he may respond to the signs given by the reins; and, yet, neither of these runs so superbly as the free horse of the plains. –MARIA MONTESSORI
  43. 43. …we have prepared the environment and the materials –MARIA MONTESSORI
  44. 44. ■ Mixed age classrooms ■ Specialized educational materials ■ Student choice of activity from within a prescribed range of options ■ Uninterrupted blocks of work time ■ A Constructivist or "discovery" model, where students learn concepts from working with materials, rather than by direct instruction MONTESSORI?
  45. 45. Playing is learning.
  46. 46. Google’s founders Larry Page and Sergei Brin Amazon’s Jeff Bezos Wikipedia founder Jimmy Wales rapper Sean “P.Diddy” Combs Julia Child videogame pioneer Will Wright Montessori taught me the joy of discovery… It’s all about learning on your terms, rather than a teacher explaining stuff to you. SimCity comes right out of Montessori…
  47. 47. videogame pioneer Will Wright Amazon’s Jeff Bezos Wikipedia founder Jimmy Wales rapper Sean “P.Diddy” Combs Julia Child Google’s founders Larry Page and Sergei Brin We both went to Montessori school, and I think it was part of that training of not following rules and orders, and being self-motivated, questioning what’s going on in the world, doing things a little bit differently.
  48. 48. A “sandbox” education teaches you to play at life.
  49. 49. Human beings have an inherent tendency to seek out novelty and challenges, to extend and exercise their capacities, to explore, and to learn. Edward Deci psychologist
  50. 50. PATHS SANDBOXES EQUATE TO INFORMAL (NON-INSTITUTIONAL) LEARNING VIEW STUDENTS AS “VESSELS TO BE FILLED” VIEW STUDENTS AS “FIRES TO BE KINDLED” EQUATE TO FORMAL (INSTITUTIONAL) LEARNING SPECIFY PERFORMANCE GOALS LEAD TO LEARNING CHALLENGES Getting an A in French Learning to speak French
  51. 51. PATHS SANDBOXES EQUATE TO INFORMAL (NON-INSTITUTIONAL) LEARNING VIEW STUDENTS AS “VESSELS TO BE FILLED” VIEW STUDENTS AS “FIRES TO BE KINDLED” EQUATE TO FORMAL (INSTITUTIONAL) LEARNING FALSE DICHOTOMY SPECIFY PERFORMANCE GOALS LEAD TO LEARNING CHALLENGES Getting an A in French Learning to speak French
  52. 52. ! ! ! ! !
  53. 53. ! ! ! ! ! Normally, learning in CodeSpells is encouraged by way of a series of quests that must be completed with the use of Java-based spell crafting… [In our version], players could walk up to in-game gnome-like characters who would give various spells to the player, along with simple explanations. Our hope was that these spells would serve as starting points for code exploration. from “On the Nature of Fires and How to Spark Them When You’re Not There”
  54. 54. LEGO BRICKS
  55. 55. LEGO BRICKS
  56. 56. LEGO BRICKS
  57. 57. “…but how is this useful?” 12345 4
  58. 58. Practical Takeaways Underspecify features Thank Kars Alfrink for this one!
  59. 59. “As a (user role), I want (function) so that (benefit)” “As a user I want a way to flag interesting tweets for reviewing later…” or “As a user I want a way to give kudos to people for sharing something interesting….” or “As a user I want a way to save positive tweets for later use as testimonials…” or…?
  60. 60. Practical Takeaways Avoid long workflows. (AKA Short Paths vs Long Paths)
  61. 61. #FAIL
  62. 62. Practical Takeaways Build and consume your own APIs
  63. 63. A SANDBOX, AT DIFFT LEVELS INTERFACE LAYER API / DATA LAYER SCRIPTING LAYER / ABILITY ADD “MODS” OPEN SOURCE THE CODE BASE
  64. 64. Practical Takeaways Back off. Let people make mistakes and learn through trial and error.
  65. 65. Practical Takeaways Direct Manipulation is best! (AKA “No more wizards!!)
  66. 66. Practical Takeaways Help people understand through Playful Interactions
  67. 67. Watch this! http://vimeo.com/36579366
  68. 68. “The approach to teaching without words that I’m proposing makes heavy use of interactivity and instant informative feedback.” STMath http://www.creativitypost.com/education/teaching_without_words
  69. 69. PATHS SANDBOXES SHAPE BEHAVIOR CREATE ENGAGEMENT ARE GAMES TO BE PLAYED ARE SPACES IN WHICH TO PLAY LEAD PEOPLE ALONG LET PEOPLE EXPLORE HAVE PREDICTABLE OUTCOMES HAVE UNKNOWN OUTCOMES ARE MEASURABLE ARE OBSERVABLE DESIGN EVERY DETAIL UNDERSPECIFY THE DESIGN ARE CONSUMPTIVE ARE GENERATIVE CREATE DEPENDENCY (ON DIRECTIONS) ENCOURAGE AUTONOMY HAVE A CLEARLY DEFINED PURPOSE PURPOSE IS SELF-DETERMINED LEAD TO COMPLETION LEAD TO UNDERSTANDING BEST FOR INSTRUCTION BEST FOR PEFORMANCE END IN AN EXCHANGE END IN LEARNING & DISCOVERY
  70. 70. The BIG Practical Takeaway: PATHS SANDBOXES SHAPE BEHAVIOR CREATE ENGAGEMENT To quote Kathy Sierra… which of these will “help users kick ass?” ARE GAMES TO BE PLAYED ARE SPACES IN WHICH TO PLAY LEAD PEOPLE ALONG LET PEOPLE EXPLORE HAVE PREDICTABLE OUTCOMES HAVE UNKNOWN OUTCOMES ARE MEASURABLE ARE OBSERVABLE DESIGN EVERY DETAIL UNDERSPECIFY THE DESIGN ARE CONSUMPTIVE ARE GENERATIVE CREATE DEPENDENCY (ON DIRECTIONS) ENCOURAGE AUTONOMY HAVE A CLEARLY DEFINED PURPOSE PURPOSE IS SELF-DETERMINED LEAD TO COMPLETION LEAD TO UNDERSTANDING BEST FOR INSTRUCTION BEST FOR PEFORMANCE END IN AN EXCHANGE END IN LEARNING & DISCOVERY
  71. 71. One Last Practical Takeaway…
  72. 72. …we have prepared the environment and the materials –MARIA MONTESSORI
  73. 73. …we have prepared the environment and the materials –MARIA MONTESSORI Environment Objects Rules
  74. 74. The idea for knowledge games… [came] from watching people at the cutting edges of new disciplines; people who are entrepreneurs, creators, designers and innovators. Watching them work, watching them play, and sometimes having difficulty telling the difference. – Dave Gray
  75. 75. Playing at Life! 12345 5
  76. 76. How do you approach LIFE? Like a Path to follow, or a Sandbox in which to play?
  77. 77. What we learned from that project then allowed us to…” –?? (WETA DOCUMENETARY) “
  78. 78. Play is the answer to how anything new comes about. –JEAN PIAGET
  79. 79. My book proposal…
  80. 80. Yes, this was my book proposal!
  81. 81. Humanity has advanced, when it has advanced, not because it has been sober, responsible, and cautious, but because it has been playful, rebellious, and immature.” –TOM ROBBINS QUOTES (AMERICAN NOVELIST. B.1936) “
  82. 82. Q:Are you designing Paths or Sandboxes?
  83. 83. Q:Are you designing Paths or Sandboxes? Are you following a path or playing in a sandbox?
  84. 84. Thank you! getmentalnotes.com Design for Understanding Stephen P. Anderson @stephenanderson www.poetpainter.com | www.slideshare.net/stephenpa
  85. 85. One more thing…
  86. 86. productpsychology.com
  87. 87. productpsychology.com
  88. 88. productpsychology.com
  89. 89. Thank you! getmentalnotes.com Design for Understanding Stephen P. Anderson @stephenanderson www.poetpainter.com | www.slideshare.net/stephenpa

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