Designing for Change

Designing for Change@cwodtke | www.eleganthack.com

notesShorter studio, more structured

Tutorial stuff placed wrong

Consider six panel exercise

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

3

Jack gets upgraded to ios 7

4

Its safer in the CloudIts safer on my machine

Its better than GoogleIt doesnt work like Google

Its up to dateIts wrong

Its oursIts mine

ChangeWhen is it awesome? When does it suck?

Hell and Heaven3 min silent listing of what you hate about travel3 min silent listing of what you love about travel5 min affinity map

The ProjectTripit adds bookings

What is Trip it? (1:30 minute)

TripitGoal: 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. Thinks the design is outdated.

Redesign these two pages to include bookings

Why We love ChangeBy we I mean companies

Designers love new!Were bored. We see it every day. Do our users?

The testing said it was betterDo we test all aspects of the product? How much better?I dont care if its better. I hate it.

If I dont ship improvements, how can we compete?

Why we hate changeBy we I mean users

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

Eager Sellers and Stony Buyers:Understanding the Psychology of New-Product AdoptionJohn T. GourvilleFROM THE JUNE 2006 ISSUE of hbr

Evaluate perceived valueEvaluate relative to what they knowUser mindset

The IKEA Effect

@cwodtke | www.eleganthack.com

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 loadOur hands are mad at your company

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

Eager Sellers and Stony Buyers:Understanding the Psychology of New-Product AdoptionJohn T. Gourville

Sure FailureEasy SellsLong HaulsSmash HitDegree of Behavior ChangeChange in Perceived ValueAdapted from Eager Sellers, Stoney Buyers

Sure Failure

Question: should you even make a change?Is it 9x better?

Empathy mapUnderstand the mindset

Elevator pitch2 MinutesFor (target customer) who has (customer need), (product name) is a (market category) that (the 9x benefit). Unlike (current solution), the product(unique value).

Planning for change

Head heart HandsABC; Affective, behavioral, cognitive

Head: Direct the riderBright SpotsScript the movesPoint to the destination

Express Value in user termsPoint to the destination: The intellectual argument

Follow the bright spotsEarlyvangelists

Write down 20 benefitsFreelisting, silent, 3 minutes

Script the key movesPlan to teach

Dont do thisDont make people memorize the changes

Epic StoryHelp your users be heroes

Heros Journey A character is in a zone of comfort3. They enter an unfamiliar situation3 Adapt to it4. Get what they wanted

5. Pay a heavy price for it

6. Then return to their familiar situation7. Having changed.2. But they want something

Users Journey A USER is in a zone of comfort3. They enter an unfamiliar situation3 Struggle to get it4. Initial success

5. Greater challenges

6. Increased competence and skills in old jobs7. Having changed for the better.2. But they want something

Journey of adoptionGoalMotivationInciting incidentConflict

Story + Engagement Style

Richard Bartle http://www.mud.co.uk/richard/hcds.htmDrawing: Frank Caron http://frankcaron.com

Understanding behavioral patterns in player types, and what features support the behavior desired is also useful.Maybe more useful.

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4 Key Engagement Styles in Social GamingCompeteCollaborateExploreExpressAmy Jo Kim amyjokim.com @amyjokim

Amy Jo Kim has developed different player types that you find in Social Games. Each one has his or her own play style. Knowing these needs shapes the feature set and core loop.

SatisficersSelf-discoveryOptimizersSocializers

Amazon?

AmbitiousReluctantsEarly Adopters?Goal: Im going to make something spectacularMotivation: Im an artist. ReallyInciting Incident: ArticleConflict: I want to get making, not learning.Goal: Learn just enoughMotivation: I dont want to look stupidInciting Incident: Feature they were missingConflict: You moved everything! Its hard!Who else?Who else?Goal: Motivation:Inciting Incident: Conflict:Goal: Motivation:Inciting Incident: Conflict:

Now you- pick a userGoal: What do they want to accomplish?Motivation: Why? (stakes- emotional, social)Inciting Incident: What makes them choose change?Conflict: what gets in their way?

1. Clear GoalsAnd regular check points. Levels as chapters. Levels as rewards.

Goals in gamesOutwitSolutionExplorationConstructionForbidden act

Rescue or EscapeAlignmentRaceChaseCapture

Capture

Strategery: Capture enemy Territory

Race

Tiny Wings: Go farther faster

Alignment: Dots & BejeweledMatch three or more

Canva uses puzzles and construction, native to the app

No Tutorials!Tutorials!Scaffolded play!

Pick 5 key places where you need to hold customers hand3 minutes, silent

Heart: Find the FeelingMotivate The ElephantShrink the ChangeGrowth Mindset

MotivateEmotional Appeal

Find the feeling

Growth Mindset: I am betterHow important is it to you to be a voter in tomorrows election? versus How important is it to you to vote in tomorrows election?Walton, Gregory and Banaji, Mahzarin, Being what you say: the effect of essentialist linguistic labels on preferences,Social Cognition, Vol. 22, No. 2, 2004, pp. 193-213.+11%

Shrink the change

Write down the emotional Payoff2 minutes, How am I making my user a superhero?

Affinity Grouping10 minutes

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

Tiny Habits

Make change tinyPlace it in an existing routineTrain the cycle daily

BJ Fogg, PhDDirector, Persuasive Tech LabStanford University

Build on old habits

Tweak the Environment

StudioDeliverables: Plan and Key screens (landing and trip page)Time: 30 minutesPlan for rollout (what you are doing, and when, & how)Key Screens

TripitGoal: 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 INTRODUCING CHANGE!

Check listWhat is the promise of this change?Where do you introduce it? How? (hints, tutorials, opt in, invite only?)To how many people?What is your exit criteria to introduce it to more people?Where can people find help if they need it?

Rally The Herd

Old Habits, Environment, socialTake two minutes to note what can be managed

Present What changed? How Will You introduce it?5 minutes a team

1. What is going to change?2. Who will lose what?3. How will your introduce the change? 4. What is your strategy for resistance?

Ask yourself

Make 9x valuable change

Explain it from the users view

Guide the user through those changes

Christina Wodtkeeleganthack.com@cwodtkeWANT

Q&ATurn and face the strange