human factors in innovation: designing for adoption

Human Factors in Innovation:

Designing for Adoption

UX Brighton 2012

Jim Kalbach

Jim Kalbach @jameskalbach

Principal UX Designer Citrix

LIS Degree Rutgers University

“I've come to a

disconcerting conclusion:

design research is …

essentially useless when it

comes to new, innovative

breakthroughs…[which] are

invariably driven by the

development of new

technologies.”DON NORMAN (2009) “Technology First, Needs Last” http://jnd.org/dn.mss/technology_first_needs_last.html

“Edison realized that by

understanding customer needs

first, he could invent useful

products

more efficiently than he could

otherwise. ….Edison’s trained

teams visited

people in their homes and

watched

how they used their

current lighting products.”

SARAH MILLER CALDICOTT, (2009)“Ideas first or needs-first: What would

Edison say?” THOMAS EDISON

Where does innovation start?

#1 The impetus for

innovation has no start

point: it’s an iteration

between technology

and needs.

Better mouse trap

Invention InnovationIdea

#2 The end point of

innovation always lies

with users: the

ultimate goal is

adoption.

Technology

Communication Channels

PR

COST

Perceived Attributes

User Attitudes

Adoption of

Innovation

User Attitudes

Perceived Attributes

1. Perceived

Attributes

Perceived

Attributes1. Relative Advantage

Is it better?

2. Compatibility

Does it fit in?

3. Complexity

Is it understandable?

4. Trialability

Can it be tested?

5. Observability

What does it look like?

Perceived Attributes Segway

1. Relative AdvantageIs it better?

2. CompatibilityDoes it fit in?

3. ComplexityIs it understandable?

4. TrialabilityCan it be tested?

5. ObservabilityWhat does it look like?

Perceived Attributes Twine

1. Relative AdvantageIs it better? Not clear that it’s better

than Google.

2. CompatibilityDoes it fit in? Maybe some privacy issues

but otherwise compatible.

3. ComplexityIs it understandable? What the heck is a

“Twine“?

4. TrialabilityCan it be tested? No problem here

5. ObservabilityWhat does it look like? What’s going on? What

just happened?

Perceived Attributes

UX Techniques

1. Relative Advantage UX Strategy, Concept Maps

2. Compatibility Ethnography, Mental Models, Scenarios

3. Complexity Usability, Interaction Design

4. Trialability Affordances, Persuasive Design

5. Observability Visual Design, Information Scent

2. User Attitudes

Techies‘Let‘s

try it out‘

Visionaries‘Be first‘

Conservatives‘Prove it‘

Pragmatists‘Stick withthe crowd‘

Sceptics‘I doubt it‘

Uncertainty drives attitude toward adoption

It turns out our attitude

toward technology

adoption becomes

significant…any time we

are introduced to

products that require us

to change our current

mode of behaviour.

#3 UX reduces the risk of

non-adoption and

accelerates the rate of

adoption.

MICHAEL SCHRAGE (2012)

Who Do You Want Your Customers To Become?

“Innovations failing to provide

good user experiences find

difficulty succeeding,

no matter what their price…

The better the customer

experience, the better the

odds for innovation success.”

“Reducing your adoption risk,

it turns out, comes back to

understanding the underlying

motivations of the people you

serve.”

#4 Good UX is good

business: it is

essential for

innovation and for

growth.

The impetus for innovation has no start point: it’s an iteration between technology and needs.

The end point of innovation always lies with users: the ultimate goal is adoption.

UX reduces the risk of non-adoption and accelerates the rate of adoption.

Good UX is good business: it is essential for innovation and for growth.

#1

#2

#3

#4

Thank You

Jim.Kalbach@gmail.com

@jameskalbach

www.experiencinginformation.com

Visit my workshop at UX London, 10-12 April 2013http://www.uxlondon.com/