niiu digital - sxsw highlights 2015
TRANSCRIPT
SXSW HIGHLIGHTSMarch 13 to 17, 2015Austin, TexasBy Elynn Lorimer, Niiu Digital
Overall Themes
Convergence –film, sports, music & tech
Global start-up villageAutomotive & delivery techRobotsMillennials
SocialIoTFintechMedtech
What Stood Out For Me
Behavioural DesignHow neuroscience,
psychology, & sociology are influencing product
design
IDEO: Creative Listening
Nuggets from the workshop
The Big ThinkersPeople out there
pushing the boundaries of
technology
Designing For The Mind
“Anyone can build for functional requirements – the challenge is to figure out the psychological requirements.”
— Nir Eyal
BEHAVIOURAL THEMES
• Changing behaviours
• The importance of the unconscious mind
• Ethics: the morality of manipulation
DAVID CAYGILL –
Looking at efficacy/experience of wearables…
“Despite a strong desire to improve, why is it that wearables have had no lasting impact on behaviour?”
1/3 of Americans quit after 6 months.
NUDGES FOR GOOD
FIT BIT
PAVLOK
STRAVA
CARROT
“Are we are trying to outsource our willpower?”
– David Caygill, Nudges for Good: Apps That Make People Better
DANIEL PINK –
Fear, Shame, Empathy & More Ways to Change Behaviour
ASK QUESTIONS
Questions, by their very nature elicit an active response.
The point is to surface people's intention.
Concept of ‘Motivational interviewing’This technique applies when the persons knows what they should do but don't do it.
MAKE TIME TO RHYME
Rhymes increase processing fluency.
People get it, they absorb it, it goes down easily. Like comfort food.
PERSONIFY IT
Put a face on it.
Don’t make things abstract.
Empathy wins.
ROGER DOOLEYNIR EVALNATHALIE NAHAI
Designing for the Mind
ROGER DOOLEY – BRAINFLUENCE
COGNITIVE FLUENCY
NIR EYAL – HOOKED
Hook is an experience designed to connect a users problem to your solution with enough frequency to form a habit – a behaviour done with little or no conscious thought.
NATHALIE NAHAI – WEBPSYCHOLOGY.COM
Webs of Influence: The Psychology of Online Persuasion
Designing habit forming of products is a form of manipulation.
Is it ethical?
3 secrets to online success: 1. Know who you are targeting2. Communicate persuasively3. Sell with integrity
Are addictive technologies‘the cigarette of this century’?
— Ian Bogost
IDEO
Creative Listening Workshop
IDEO
creativelistening.ideo.com
A toolkit for improved listening.
The approach is a work-in-progress.
MY TAKE ON CREATIVE LISTENING
Creative listening is active listening• Be present and engaged • Focus on what’s being said AND what’s not• Be curious and ask questions
Creative listening is a skill that can be practiced.
BETTER DESIGN
• User research
• Design briefs
• Stakeholder interviews
• Getting feedback on our design work
Be present – put your phone out of site
NUGGETS
• Reflect on what surprised you – what resonated• Ask questions – curiosity as a tool• Challenge your biases • Use your intuition
BIG THINKERS
Martine Rothblatt
Joi Ito
Robert Langar
MARTINE ROTHBLATT –KEY NOTE
Lawyer, author, philosopher, entrepreneur
One of Fortune’s most powerful women.
“Technology will free us from
the limits of our biology.”
—Martine Rothblatt
BINA48 – BINA ROTHBLATT
BIOMATERIALS, NANOTECH & THE FUTURE OF BIOENGINEERING
PRESENTERS
“Biology is going to be part of everything we do.”
—Joi Ito
ROBERT LANGAR
Queen Elizabeth Prize for Engineering
The award credits Langer with improving more than 2 billion lives worldwide through the disease treatments created in his lab.
Doing work at interface of engineering and medicine.
ROBERT LANGAR
Through chemical engineering he looked at new materials to create new ways to heal people.
• New materials to stop the growth of cancer cells.
• Better delivery methods for chemotherapy.
• Making artificial organs.
• Allowing paraplegics to walk again
New directions that look at IT for inspiration
ROBERT LANGAR
Pharmacy on a chipImplants (multi-year) no tissue rejection
Ability to turn on/off release of medication.
Biosensors can tell the chip how much drug to deliver.
JOI ITO
Learn something about biology.
My theory is biology has become one more tool … to create fuels, sensors, things.
It’s not a matter of if you need to learn more about biology but when.
What surprised you?What resonated?
FINAL THOUGHTS
How much of the brain are you designing for?
Develop a habit of creative listening
How does biology intersect with our design work? Haptics, neuroscience, voice recognition, sensors and neurometrics
How can we work better across disciplines? This could mean breaking down silos within our own work environments…
Sharing is caring. - Elynn
The overall objective for the study was to determine T, U, V, W, X, Y and Z.
• Provide a holistic qualitative assessment of the advertiser experience across audience segments
• Identify areas of focus for product development with actionable insights that contribute to the Facebook Ads experience.
• Uncover unique needs and commonalities across segments.
• Establish KPIs for subsequent benchmarking reviews and identify trends and performance year to year
• Evaluate the impact of recent interface changes where possible
WE ARE NIIU
A UX Design Company
We apply the power of design thinking to solve problems and create products and services people love.
Experience StrategyCurrent State Assessment
Content Strategy
Customer Journey Mapping
User ResearchUser Testing/Usability Testing
Audience Segmentation & Profiling
Behavioural Insights
DesignUX / User Interface Design
App Design – Web, Mobile, Wearables
Art Direction / Visual Design
