px is the new ux: millennials & the personal experience
TRANSCRIPT
PX is the new UX:Millennials & The Personal Experience
Kate Lawrence, VP of User Research EBSCO Information Services NFAIS Webinar, 5.16.16 @bykatelawrence
WELCOME
MILLENNIALS? Who are
Millennials (also “Genera.on Y”) is a name coined by authors William Strauss and Neil Howe in 1987, to refer to those children who would grow up and be the first high school gradua.ng class of the year 2000 and beyond. Born between 1981 and 1997, Millennials are the largest genera.on now living in the United States. Millennials recently passed baby boomers (born 1946 to 1964) as the biggest genera.onal group, according to Pew Research.
CONNECTIONThe desire to perform an ac.on has to come from within. Intrinsic mo.va.on is key for long-‐term adop.on of new habits and behaviors.
AUTONOMYIt’s important that users are able to choose within a constrained set of choices. The illusion of choice can be empowering. “Bowling with the bumpers on” allows users to flex their autonomy and s.ll have the dignity and pride of individual choice.
PSYCHOLOGY Key Concepts
As presented by Dr. Amy Bucher of Mad*Pow at the EDS User Group in Boston, May 2016.
PLUGGED IN The desire to perform an ac.on has to come from within. Intrinsic mo.va.on is key for long-‐term adop.on of new habits and behaviors.
AUTONOMY It’s important that people are able to choose within a constrained set of choices. The illusion of choice empowers people. Bowling with the bumpers on allows users to flex their autonomy and s.ll have the dignity and pride of choice.
REJECTION HURTSEmo.ons run high, whether in personal rela.onships, in school working on assignments, in the workplace. Does your UI make your users feel comforted or alone?
“Young people need to be asked what matters, not told what matters.” - Jeff Martin, Tribal Brands
MORE LIKE MEUsers want to feel part of something bigger than themselves. The power of connec.on is cri.cal; make your users feel they are not alone.
EXPECTATION
AT WORK Millennials
Results of a 2016 Gallup Survey
o Millennials want “a holis.c rela.onship” with their boss that includes conversa.ons about life outside of work.
o Companies like Accenture, Gap & Microso] scrapped annual performance reviews in favor of more frequent check-‐ins.
o Radical candor (140 characters or less!)
o Responsiveness is key – expect boss to reply to emails within 24 hours.
Why does this matter?
It’s all about the Personal Experience (UX)
Usability Testing
Ethnography Because what users say they do isn’t the same as what they actually
do.
Surveys
Key User Interviews
Data Analysis
Social Media Mining
Virtual Focus Groups
Mobile isn’t for conducting full research, it’s for the “micromoments and bursts.”
MOBILE
Worry, anxiety
Presearch: Google
Presearch: Wikipedia
Then, “Serious
Research”
Presearch* is the pre-‐work; the work before it counts.
*Allison Head PhD & Project Informa;on Literacy, 2013
First stop worry, then Google A Bifurcated Process
• In the last 24 months, EBSCO’s research has shown a learning curve of younger students on Google, due to teacher instruction.
• “I’m looking for a .edu and a .org, they are more reliable.”
• “My teacher showed me how to search and not include .com’s”
• On the part of educators, awareness and acceptance that students are starting with the Open Web ‘pre-search’ cycle.
Millennials:
Learned: Strategic Searching
1
2
Wikipedia
Expectation Set: I just have to find one; that leads to more
3
Search Results Must Be a Great PX
Meet “Page Parking”, The New Pogo-Sticking
NNGroup Nov 2015
In & Out: “I’m Just Visiting”
LIBRARY-‐ESE.”
“I DON’T SPEAK
Key Findings
Researcher: Khalilah Gambrell
208 US students: 57% public/30% private/13% community college
Well-Understood Terms Less-Understood Terms
Interlibrary Loan Publication Type
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Peer Reviewed Primary Source
Boolean Catalog
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