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