Tunde digital innovation sep 2010

Digital Innovation

Tunde Cockshott

14th September 2010

© Amaze 2010

amazeDigital Innovation - Tunde Cockshott Sep 2010

The future of user centered design

Consumer expectations change…rapidly

Time

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Since 2003 website improvements have stalled… only 3% of websites provide a “compelling experience” and only 3% have passed Forrester’s website review assessment (Forrester 2009)

Source:ForresterOct 2009

But the user centred design ‘industry’ has grown exponentially over the same period…

So where does the problem lie?


Lets recap:

“The central premise of user centred design is that the best designed products and services result from understanding the needs of the people who will use them.”

Design Council


Well established benefits and fundamental element of design process.


Lets recap:

So how do we do currently do user centered web design?


We collect masses of data about our users, to understand all the

different “me’s” that make up our user base.


and aggregate them to make “typical” user models, we built

personas ....


and we develop idealised user journeys...


and then we test and improve.


Personas are too simplistic and are surface level

User journeys are good for post- rationalising decisions but not

realistic

Testing may give you the answer to what happens, but not why it

happens.


So how do we do improve the situation?


Ethnographic research is about long term study of individuals, cultures and groups. To develop understanding of how they operate, interact and their cultural and belief systems.


Meet them, observer them, see what they like, their habits, their

annoyances, where they interact with you, when, why and with whom etc. A study of real people is far, far

more insightful then abstract number crunching.


Neuroscientists observe what happens in our brain when we

engage in activities and are exposed to information and experiences.Neuromarketing applies these

techniques this monitor the brains response to marketing and product

messages.


Economists used to model humans as rational, logical beings.But since the 60’s, behavioural economics has shown we act in irrational, illogical ways, e.g. prospect theory, fairness etc


Behavioural economics grew out of marrying Psychology and sociology

with ecconomics


Personas gives us a surface understanding, a common target.

Neuroscience tells us how people are responding

Psychology gives us theories and models about why.

Ethnographic research lets us observe real user behaviour and usage.


The shelves of psychology libraries are stocked with masses of tested data and models / observations/ theories of human behaviour, lets apply them.


Some examples


Cart abandonment is not just about functional usability.


The behavioural and social elements are just as important.


Stages of Change Model(digital interpretation of Prochaska and Di Clemente’s model for achieving individual > group changes in behavior.) Aim to move individuals (and groups) through the cycles of change from pre-contemplation to maintenance actively avoiding stopping.

Pre-contemplationNot currently considering change: "Ignorance is bliss"

ContemplationAmbivalent about change: "Sitting on the fence"

PreparationSome experience with change and are beginning to try to change:"Testing the waters"

ActionImplementing new behaviour

MaintenanceContinued commitment to sustaining new behaviour

Relapse/Stopping?Resumption of old behaviours: "Fall from grace"

Encourage self-exploration, not actionExplain and personalize the risk

Encourage evaluation of pros and cons of behaviour changeIdentify and promote new, positive outcome expectations

Identify and assist in problem solving eg: removing obstaclesVerify that user has underlying skills for behaviour changeEncourage small initial steps

Focus on restructuring cues and social supportBolster self-efficacy for dealing with obstaclesAcknowledge personal impact of action,(eg giving) and reiterate wider benefits

Plan for follow-up supportReinforce internal rewardsDiscuss coping with relapse

Evaluate trigger for stoppingReassess motivation and barriers to action whilst not harassing

Real World Techniques

Digital Techniques

Digital marketing targeted at giving the issue a personal dimension. Make it about the viewer. Tools which allow them to relate to the issue. (Facebook lost friends) vivid, personalized, and concrete information will have far more influence on the decision to donate than abstract statistical data or general appeals.

Target altruistic motivation, through quantifiable benefits. Your contribution of amount X will achieve Y. Present emotive arguments.

Make process of giving as simple as possible. Relate process to existing online behaviour. Make sure the user is always in control of process.

Provide links to online sponsorship services and other methods of donation. Import address books from social networking sites (eg online sponsorship). Congratulate and thank positive contributions. Show potential immediate impact of individual’s contribution.On-going personalised DM coupled with suggestions for further action (eg facilitate opportunities for regular direct payment). Provide opportunities for online recognition of achievements

Remind user of previous actions, what it has achieved and re-iterate thanks. Use Dm to encourage renewed contemplation.

Equip individual with digital and real world tools to achieve group change. Make friends aware of BRC and potential sponsorship. Provide collateral for dealing with other’s apathetic/cynical/ negative views. Congratulate and thank positive contributions. Emphasis cumulative effect. Obama Example

Individual Impact on Group

Stages of change model is a framework for producing long term

behavioural change.

http://www.youtube.com/watch?v=uRY720HE0DE&eurl=http://my.barackobama.com/page/user/login?successurl=L3BhZ2UvZGFzaGJvYXJkL3ByaXZhdGU=&feature=player_embedded


Social norm marketing is about redressing our inaccurate

perceptions of the normal behavior against the actual norm.


However, social norm marketing is effective in the lab but in the field the effect is often short lived. Users exhibit a boomerang effect.

The inclusion of a visual message conveying social approval or disapproval dramatically increases the long term effectiveness.


How does your site say thank you?


Real world

Digital world


Summary


Digital Psychology:Deeper understanding of the “why”Evidence based starting pointDiverse field of applicable knowledge

Neuromarketing:Deeper understanding of “how” users respondAids in the design of triggers

Ethnography:Deeper understanding of how users live their livesPlaces their engagement in a real context