change sciences ®
POSITIVE DESIGN A NEW APPROACH TO TECHNOLOGY
® change sciences
change sciences ®
HAPPY FEELINGS = POSITIVE ACTIONS
2!
Likelihood to Return!
H
appi
ness
Rat
ing
Afte
r Use
!
Aetna!
PBS!
Priceline! Bank of America!
Best Buy!
n=8500!
Healthcare.gov!
Amazon!Zappos!
Virgin! Expedia!Chase!
WebMD!
Home Depot!
CBS!
IKEA!
Ally!
Mayo Clinic! Gap!
Apple!
change sciences ®
FIVE PRINCIPLES OF POSITIVE DESIGN
3!
Ease of use, control, productivity, mastery.
AUTONOMY TRUST CONNECTION CREATIVITY MEANING
Security, respect, authenticity.
Identity, like-minded, community.
Discovery, play, expression, making.
Continuity, learning, flow.
change sciences ®
THE POSITIVE DESIGN EVOLUTION
4!
usability!
behavioral design!
POSITIVE DESIGN
change sciences ®
CASE STUDIES
5!
IoT and apps!
VERIZON
Change Sciences partnered with McGarry Bowen’s innovation lab and Verizon to uncover emotions, attitudes, and behaviors around video.
CREATING NEW POSSIBILITIES
SOCIAL LISTENING
DIARIES
GROUP CONVERSATIONS
IDEATION
change sciences ®
CASE STUDY
6!
Online diary entries to understand emotions connected with viewing in various situations.
In-home observations and hosted small conversations to understand video behavior.
Social media analysis to develop themes for positive design.
DIARIES CONVERSATIONS SOCIAL LISTENING
change sciences ®
EMOTIONAL BLUEPRINTS
7!
CONFIDENT
ENTERTAINED
RELAXED
MASTERY
CREATIVE
INSPIRED
CELEBRATORY
SURPRISED
change sciences ®
CASE STUDY
8!
responsive site and apps!
SYFY
Syfy partnered with Change Sciences to identify the peak moments in the experience and eliminate any negatives.
POSITIVE ENGAGEMENT
DIARIES
EYE TRACKING
INTERVIEWS
SURVEYS
change sciences ®
TIMELINE OF HAPPY MOMENTS
9!
ANTICIPATE
Syfy fans are coming to the site to get
excited about future viewing
People start by going to a show they
want to watch.
ACCOMPLISH
SAVOR
Ways to slow down the experience so
that peak moments can be experienced
more fully.
As people come down from a peak
experience they want to do
something related to the show.
EXTEND
SAMPLE
Before they leave, people want ideas
for next time.
Syfy wants to make sure people
remember new possibilities but also take away the peak
moments.
REMEMBER
change sciences ®
CASE STUDY
10!
responsive site
VIRGIN
Virgin America wanted to understand how the online experience fit in to a larger context and to track success from version to version.
MEASURING HAPPINESS
ONLINE STUDY
SURVEY
ANALYTICS
change sciences ®
CASE STUDY
11!
SCORES We combine several metrics into scores for each of the top-level categories.
AutonomyTrust
ConnectionCreativityMeaning
change sciences ®
MEASURING POSITIVE EXPERIENCE
12!
Time spent exploring on own
TIMESelf-reported sense of accomplishment
ACCOMPLISHMENTTask success SUCCESS
Perceived barriers to success
FAILS
low! mid! high! low!
change sciences ®
MEASURING POSITIVE EXPERIENCE
13!
APPS & DASHBOARD
CHEMISTRY
— SUCCESS
— TRUST
— CREATIVITY
— CONNECTION
— FLOW
— VALUE
— POSITIVE EMOTIONS
— EASE OF USE
— LIKELIHOOD TO RECOMMEND
— LIKELIHOOD TO RETURN
— ENGAGEMENT
— POSITIVE ACTIONS
change sciences ®
THE TEAM
14!
PAMELA PAVLISCAKResearch Director!
DIANA SAPANAROAnalyst!
STEVE ELLISTechnology Director!
CHRISTIAN BRACHERData Scientist in Residence!
TONY ALONGIAnalyst!
KELLY NOLANProject Manager!
JULIANNA ZDUNICHContent Strategist!
MIKE FISHER Field Researcher!
change sciences ® 15!
change sciences ® 16!
28 West 44th StNew York, NY 10036USA
www.changesciences.com
THANK YOU