human factors in innovation - euro ia 2009 - kalbach
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Human Factors in Innovation
September 2009
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James Kalbach
User Experience Consultant LexisNexis
LIS Degree Rutgers University
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Innovation is the new black
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Invention Innovation
Concept
Thought
Vision
Physical
Proof of concept
“Hardware”
Social
Information
“Software”
Idea
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Innovation is about social applications
of inventions, not about the inventions
themselves…
Engineeering-driven corporate cultures
fail…because they don’t address the
social needs of their customers…
“Are Engineers, Scientists And Mathematicians Enemies of Innovation?” Bruce Nussbaum, Business Week (June 16, 2009)www.businessweek.com/innovate/NussbaumOnDesign/archives/2009/06/are_engineers_s.html
Bruce Nussbaum
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1.
2.
3.
Human Factors
Factors Affecting Adoption
Perceived attributes
Type of innovation decision
Adoption process
Communication channels
Amount & type of promotion
Nature of the social system
Type of adopter
Adoption of Innovation
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1. Perceived Attributes
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Perceived Attributes1. Relative Advantage
Is it better?
2. Compatibility
Is it appropriate?
3. Complexity
Is it understandable?
4. Trialability
Can it be tested?
5. Observability
What does it look like?
Examples of non-adoption
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1. Relative Advantage
USP?
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Strategy Canvas
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2. Compatability
Is It Appropriate?
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2. Compatability
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3. Complexity
Learning Curve
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“Good Enough” Design
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4. Trialability
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Persuasive IA
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5. Observability
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VisbilityBreadth vs Depth
“Information Scent“
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Perceived Attributes Techniques
1. Relative Advantage Context, Strategy Canvas, IA Strategy
2. Compatibility Ethnography, Workflow, Mental Models
3. Complexity Usability, “Good Enough“ Design
4. Trialability Open Web, Persuasive IA
5. Observability Information Scent, Visbility, Breadth v Depth
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2. Adoption Process
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Knowledge Persuasion DecisionImplemen-
tationConfirma-
tion
Phases In Adoption
Uncertainty drives the process of adoption
1. Relative Advantage2. Compatabiltiy3. Complexity4. Trialability5. Observability
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Phase Bing
Knowledge Aggressive marketing (“Retina burn“), Spam
Persuasion “Tour Bing“, Attractive design
Decision Relevant results, Compare to Google, Tools
Implementation “Make Bing my default“ switch
Confirmation Relevant results? Helpful tools?
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3. Types of Adopters
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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
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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 behavior...
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Lawyer
“Competition is tough, so I strive to give clients sound legal advice.”
Company & Role Medium-size firm: 8 fee-earning lawyers, 3 secretaries Practicing law for 7 years Focus on traffic law and some family law, but takes cases
in other areas as needed Has about 30 active client matters at any time
Background & Skills 36 years old, divorced, 2 children Has email and internet for work, used regularly Novice database searcher, doesn’t invest time to improve Not very tech affine, doesn’t like to deal with tech
problems; Needs certainty new tools will improve work
Tools & Resources A few key books at his desk, shared documentation room Practice management software and paper client files Subscriptions limited to key journals Account with an online research service Firm is very conscious about spending on resources
Work Activities (110%) Go to court (45%) Prepare briefs, documents; Research (20%) Consult with clients face-to-face (15%) Admin work on files, time tracking (10%) Correspond with clients on a matter (10%) Keep up-to-date (5%) Manage business (personnel, supplies) (5%)
Typical Work Day 8:30 Check messages, deadlines, prioritize work 9:00 Go to court12:30 Return, correspond with clients13:00 Lunch break14:00 Reprioritize, correspondence, manage office15:00 Consult clients face-to-face in office18:00 Client file work, research, prepare next day19:00 Go home with law journal and client files
Opportunities • Due to personnel cuts, needs help
with basic administrative tasks• Doesn’t have time to learn new
programmes and technologies, but knows they can make things easier
• Concerned about data backups• Maintains both electronic and paper
client files and calendars
George
Sources: Interviews internally; Market segmentation documentation; Monster.com; Interviews with customers
Late Majority
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1. Perceived Attributes
2. Adoption Process
3. Types of Adopters
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What are innovations in
IA?
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Faceted Classification
, personality ; matter-property : energy
. space
' time
1933: Colon ClassificationS. R. Ranganathan
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Relative Advantage?Compatability?
Complexity?Triability?
Observability?
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Conclusion
• IA and UX are fundamentally about innovation
• Tie innovation to human behavior– Address human factors of innovation – Conduct ethnographic research– Use existing frameworks to lower uncertainty
• Take advantage of the paradigm shift– Design innovation has never been so relevant– Reach out to managers looking to innovate– Focus on the risk of non-adoption– Leverage existing techniques