designing for change
DESCRIPTION
Originally presented at UXLX in Lisbon. Description: Have you heard this in your organization? “Users hate change” Usually it’s right before a major release, prepping for the coming storm, or right after a release when the customer service is screaming about all the screaming they are hearing. Or perhaps you are struggling to move customers off an old solution to a new one you’ve come up with, but adoption just won’t happen. Users can’t hate change. If users hated change, Google would have failed, and we’d be happy with Altavista. Facebook would have failed, because Friendster was enough. Paypal would have failed, because, you know, credit cards. There is a right way and a wrong way to introduce change to your userbase, and sadly the bully-tactics of facebook and Apple have become the norm. But if you are a small company, you can’t afford to impose change sloppily on your userbase. You need to get it right. In this workshop we will cover: The psychology of change, and why users resist it Change strategies: band-aid removal systems Messaging change to emphasize value Onboarding users to a changed experience The power of progress to internalize value Design for change This workshop will be highly interactive, with exercises and discussions so we can focus on your goals and needs as you introduce new products and revamp the old. Intended Audience: Designers & Product Managers seeking to launch redesigns, new features, or new products into existing markets.TRANSCRIPT
- DESIGNING FOR CHANGE
- Ive introduced a lot of change Adopt new events app Change search behavior Keep photos online Leave Facebook to play games Redesign profiles
- CHANGE When is it awesome? When does it suck?
- Tripit Imaginary project Goal: 1. increase engagement, measured in DAU 2. increase revenue Plan: Add hotel booking from inside app, via Booking.com integration Project pressures: BD closed deal with Lonely Planet, wants to integrate tips Head of Design wants to do a refresh of the look
- Redesign these two pages
- HELL AND HEAVEN 3 min silent listing of what you hate about travel 3 min silent listing of what you love about travel 15 min affinity map
- WHY WE HATE CHANGE And why we love it
- LOSS AVERSION If a man can write a better book, preach a better sermon, or make a better mousetrap than his neighbor, though he build his house in the woods, the world will make a beaten path to his door. Ralph Waldo Emerson was mistaken
- EVALUATE PERCEIVED VALUE EVALUATE 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 Fat http://seriouspony.com/blo g/2013/7/24/your-app- makes-me-fat
- From Serious Ponys Blog Your App Makes Me Fat http://seriouspony.com/blo g/2013/7/24/your-app- makes-me-fat
- QUESTION: SHOULD YOU EVEN MAKE A CHANGE?
- EMPATHY MAP 20 minutes
- ELEVATOR PITCH 10 Minutes For (target customer) who has (customer need), (product name) is a (market category) that (one key benefit). Unlike (competition), the product (unique differentiator).
- BREAK Resume at 11
- PLANNING FOR CHANGE
- HEAD HEART HANDS ABC; Affective, behavioral, cognitive
- HEAD: DIRECT THE RIDER Bright Spots Script the moves Point to the destination
- POINT TO THE DESTINATION An intellectual argument
- FOLLOW THE BRIGHT SPOTS Earlyvangelists
- SCRIPT THE KEY MOVES Plan 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.
- 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.
- To play Dance Central, you have to learn the moves
- They make the learning into a game too if you can decode the picture, you can get a diamond and skip the practice
- HEART: FIND THE FEELING Motivate The Elephant Shrink the Change Growth Mindset
- MOTIVATE Emotional Appeal
- GROWTH MINDSET
- SHRINK THE CHANGE
- HANDS: SHAPE THE PATH Build on old habits Tweak the Environment Rally the herd
- BUILD ON OLD HABITS
- TWEAK THE ENVIRONMENT
- RALLY THE HERD
- STUDIO 3 on planning team, 3 on screens team Deliverables: 4 slides Time: 30 minutes 1. Pitch 2. Empathy map 3. Plan for rollout (what you are doing, and when, & how) 4. Key Screens
- PRESENT
- Q&A Turn and face the strange