human factors in innovation: designing for adoption

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Human Factors in Innovation: Designing for Adoption UX Brighton 2012 Jim Kalbach

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The ultimate goal of innovation is user adoption: we want people to actually use the things we create in a way that impacts their lives. But building the better mouse trap guarantees nothing. In fact, history shows it's not the whiz-bang of technology but rather human factors that matter in the end. This is where UX designers come in. Through empathy and understanding of people's needs and perceptions, we can increase the rate of adoption and reduce the risk of non-adoption. This is good for business.

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Page 1: Human Factors in Innovation: Designing for Adoption

Human Factors in Innovation:

Designing for Adoption

UX Brighton 2012

Jim Kalbach

Page 2: Human Factors in Innovation: Designing for Adoption

Jim Kalbach @jameskalbach

Principal UX Designer Citrix

LIS Degree Rutgers University

Page 3: Human Factors in Innovation: Designing for Adoption

“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

Page 4: Human Factors in Innovation: Designing for Adoption

“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

Page 5: Human Factors in Innovation: Designing for Adoption

Where does innovation start?

Page 6: Human Factors in Innovation: Designing for Adoption

#1 The impetus for

innovation has no start

point: it’s an iteration

between technology

and needs.

Page 7: Human Factors in Innovation: Designing for Adoption

Better mouse trap

Page 8: Human Factors in Innovation: Designing for Adoption

Invention InnovationIdea

Page 9: Human Factors in Innovation: Designing for Adoption

#2 The end point of

innovation always lies

with users: the

ultimate goal is

adoption.

Page 10: Human Factors in Innovation: Designing for Adoption

Technology

Communication Channels

PR

COST

Perceived Attributes

User Attitudes

Adoption of

Innovation

User Attitudes

Perceived Attributes

Page 11: Human Factors in Innovation: Designing for Adoption

1. Perceived

Attributes

Page 12: Human Factors in Innovation: Designing for Adoption

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?

Page 13: Human Factors in Innovation: Designing for Adoption
Page 14: Human Factors in Innovation: Designing for Adoption

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?

Page 15: Human Factors in Innovation: Designing for Adoption
Page 16: Human Factors in Innovation: Designing for Adoption

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?

Page 17: Human Factors in Innovation: Designing for Adoption

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

Page 18: Human Factors in Innovation: Designing for Adoption

2. User Attitudes

Page 19: Human Factors in Innovation: Designing for Adoption

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

Page 20: Human Factors in Innovation: Designing for 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.

Page 21: Human Factors in Innovation: Designing for Adoption

#3 UX reduces the risk of

non-adoption and

accelerates the rate of

adoption.

Page 22: Human Factors in Innovation: Designing for 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.”

Page 23: Human Factors in Innovation: Designing for Adoption

“Reducing your adoption risk,

it turns out, comes back to

understanding the underlying

motivations of the people you

serve.”

Page 24: Human Factors in Innovation: Designing for Adoption

#4 Good UX is good

business: it is

essential for

innovation and for

growth.

Page 25: Human Factors in Innovation: Designing for Adoption
Page 26: Human Factors in Innovation: Designing for Adoption

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

Page 27: Human Factors in Innovation: Designing for Adoption

Thank You

[email protected]

@jameskalbach

www.experiencinginformation.com

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