Designing for Change

Designing for Change

Ive introduced a lot of changeAdopt new events appChange search behaviorKeep photos onlineLeave Facebook to play gamesRedesign profiles

When I joined Linkedin, many people said huh, thats interesting. Many did not know why Id join a resume site.When I joined Myspace, they said good luck. It looked hard, but possible.When I joined Zynga they all congratulated me on landing in one of the hottest spots in the valley.Ive learned to say Well see.

But one thing I did learn

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ChangeWhen is it awesome? When does it suck?

Agenda9:00 Welcome, intro to day and project9:15 Hell & Heaven Exercise9:45 Lecture: Why we hate change10:00 Empathy map of customers10:20 Elevator pitch exercise

10:30 break11:00 Lecture: planning for change11:15 Design exercise11:145 Present12:15 Q&A

TripitImaginary projectGoal: 1. increase engagement, measured in DAU 2. increase revenuePlan: Add hotel booking from inside app, via Booking.com integration Project pressures: BD closed deal with Lonely Planet, wants to integrate tipsHead of Design wants to do a refresh of the look

Redesign these two pages

Hell and Heaven3 min silent listing of what you hate about travel3 min silent listing of what you love about travel15 min affinity map

Why we hate changeAnd why we love it

Loss AversionIf a man can write a better book, preach a better sermon, or makea better mousetrap than his neighbor, though he build hishouse in the woods, the world will make a beaten path tohis door. Ralph Waldo Emerson was mistaken

Evaluate perceived valueEvaluate relative to what they know

The IKEA Effect

Loss of Control

http://interaction14.ixda.org/program/saturday/401-the-shock-of-the-new

Mine

yours

When does a website stop being perceived as belonging solely to the company?

Muscle memory & Cognitive load

From Serious Ponys Blog Your App Makes Me Fathttp://seriouspony.com/blog/2013/7/24/your-app-makes-me-fat

From Serious Ponys Blog Your App Makes Me Fathttp://seriouspony.com/blog/2013/7/24/your-app-makes-me-fat

Question: should you even make a change?

Empathy map20 minutes

Elevator pitch10 MinutesFor (target customer) who has (customer need), (product name) is a (market category) that (one key benefit). Unlike (competition), the product(unique differentiator).

BreakResume at 11

Planning for change

Head heart HandsABC; Affective, behavioral, cognitive

Head: Direct the riderBright SpotsScript the movesPoint to the destination

Point to the destinationAn intellectual argument

Follow the bright spotsEarlyvangelists

Script the key movesPlan to teach

New! Easier to scan through your tweets! Looking for replies? Here they are.First I thought twitter was broken where was my reply?Would have it killed them to tell me they rearranged everything?

TIP: Just in time information beats any boring tutorial!

In this clip from Indie Game: The Movie (http://www.indiegamethemovie.com/), Edmund McMillen, co-designer of Super Meat Boy, explains some key principles of game design.

34:28-37:25 http://www.criticalcommons.org/Members/fearv/clips/indie-game-the-movie-edmund-mcmillen-discusses

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In this clip from Indie Game: The Movie (http://www.indiegamethemovie.com/), Edmund McMillen, co-designer of Super Meat Boy, explains some key principles of game design.

34:28-37:25 http://www.criticalcommons.org/Members/fearv/clips/indie-game-the-movie-edmund-mcmillen-discusses

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To play Dance Central, you have to learn the moves

Dance Central: you have to do the moves along with the dancer to earn points

They make the learning into a game too if you can decode the picture, you can get a diamond and skip the practice

Dance Central made learning the moves a key part of the game, not just a simple add on. You feel like you are really learning to dance.

Heart: Find the FeelingMotivate The ElephantShrink the ChangeGrowth Mindset

MotivateEmotional Appeal

Growth Mindset

Shrink the change

Hands: Shape the PathBuild on old habitsTweak the EnvironmentRally the herd

Build on old habits

Tweak the Environment

Rally The Herd

Studio3 on planning team, 3 on screens teamDeliverables: 4 slidesTime: 30 minutesPitchEmpathy mapPlan for rollout (what you are doing, and when, & how)Key Screens

Present

Q&ATurn and face the strange