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Designing for Change @cwodtke | www.eleganthack.com презентация
Содержание
- 1. Designing for Change @cwodtke | www.eleganthack.com
- 2. I’ve introduced a lot of change
- 3. Jack gets upgraded to ios 7
- 4. It’s safer in the Cloud It’s safer on my machine
- 5. It’s better than Google It doesn’t work like Google
- 6. It’s up to date It’s wrong
- 7. It’s ours It’s mine
- 8. CHANGE When is it awesome? When does it suck?
- 9. WHY WE LOVE CHANGE By we I mean companies
- 10. ENTREPRENEURS LOVE NEW! We’re bored. We see it every day. Do our users?
- 11. THE TESTING SAID IT WAS BETTER Do
- 12. IF I DON’T SHIP IMPROVEMENTS, HOW CAN WE COMPETE?
- 13. WHY WE HATE CHANGE By we I mean users
- 14. LOSS AVERSION “If a man can write
- 15. Eager Sellers and Stony Buyers: Understanding
- 16. EVALUATE PERCEIVED VALUE EVALUATE RELATIVE TO WHAT THEY KNOW User mindset
- 17. The IKEA Effect
- 20. LOSS OF CONTROL
- 22. HTTP://INTERACTION14.IXDA.ORG/PROGRAM/SATURDAY/401-THE-SHOCK-OF-THE-NEW
- 23. MINE YOURS When
- 24. MUSCLE MEMORY & COGNITIVE LOAD Our hands are mad at your company
- 25. From Serious Pony’s Blog “Your App Makes Me Fat” http://seriouspony.com/blog/2013/7/24/your-app-makes-me-fat
- 26. From Serious Pony’s Blog “Your App Makes Me Fat” http://seriouspony.com/blog/2013/7/24/your-app-makes-me-fat
- 27. Eager Sellers and Stony Buyers: Understanding the Psychology of New-Product Adoption John T. Gourville
- 28. Sure Failure Easy Sells Long
- 29. Sure Failure
- 30. QUESTION: SHOULD YOU EVEN MAKE A CHANGE? Is it 9x better?
- 31. EMPATHY MAP Understand the mindset
- 32. ELEVATOR PITCH 2 Minutes For (target customer)
- 33. PLANNING FOR CHANGE
- 34. HEAD HEART HANDS ABC; Affective, behavioral, cognitive
- 35. HEAD: DIRECT THE RIDER Bright Spots Script the moves Point to the destination
- 36. EXPRESS VALUE IN USER TERMS Point to the destination: The intellectual argument
- 37. FOLLOW THE BRIGHT SPOTS Earlyvangelists
- 39. WRITE DOWN 20 BENEFITS Freelisting, silent, 3 minutes
- 40. SCRIPT THE KEY MOVES Plan to teach
- 42. DON’T DO THIS Don’t make people memorize the changes
- 43. EPIC STORY Help your users be heroes
- 45. Hero’s Journey A character is in
- 46. User’s Journey A USER is in
- 47. Journey of adoption Goal Motivation Inciting incident Conflict
- 48. STORY + ENGAGEMENT STYLE
- 49. Richard Bartle http://www.mud.co.uk/richard/hcds.htm Drawing: Frank Caron http://frankcaron.com
- 50. 4 Key Engagement Styles in Social Gaming
- 51. Satisficers Self-discovery Optimizers Socializers Amazon?
- 52. Ambitious Reluctants Early Adopters? Goal: I’m going
- 53. Now you- pick a user Goal: What
- 55. 1. CLEAR GOALS And regular check points. Levels as chapters. Levels as rewards.
- 56. Goals in games Outwit Solution Exploration Construction
- 57. Capture Strategery: Capture enemy Territory
- 58. Race Tiny Wings: Go farther faster
- 59. Alignment: Dots & Bejeweled Match three or more
- 60. Canva uses puzzles and construction, native to the app
- 65. No Tutorials! Tutorials! Scaffolded play!
- 68. PICK 5 KEY PLACES WHERE YOU NEED TO HOLD CUSTOMER’S HAND 1 minutes, silent
- 69. HEART: FIND THE FEELING Motivate The Elephant Shrink the Change Growth Mindset
- 70. MOTIVATE Emotional Appeal
- 71. FIND THE FEELING
- 73. GROWTH MINDSET: I AM BETTER “How important
- 74. SHRINK THE CHANGE
- 75. WRITE DOWN THE EMOTIONAL PAYOFF 2 minutes, How am I making my user a superhero?
- 76. HANDS: SHAPE THE PATH Build on old habits Tweak the Environment Rally the herd
- 77. Tiny Habits Make change tiny Place
- 78. BUILD ON OLD HABITS
- 80. TWEAK THE ENVIRONMENT
- 82. RALLY THE HERD
- 84. OLD HABITS, ENVIRONMENT, SOCIAL Take two minutes to note what can be managed
- 85. 1. WHAT IS GOING TO CHANGE?
- 86. MAKE VALUABLE CHANGE EXPLAIN IT FROM
- 87. CHRISTINA WODTKE ELEGANTHACK.COM @CWODTKE WANT
I’ve introduced a lot of change Adopt new events app Change search behavior Keep photos online Leave Facebook to play games Redesign profiles
Слайд 2
I’ve introduced a lot of change
Adopt new events app
Change search behavior
Keep
photos online
Leave Facebook to play games
Redesign profiles
Leave Facebook to play games
Redesign profiles
Слайд 11THE TESTING SAID IT WAS BETTER
Do we test all aspects of
the product? How much better?
I don’t care if it’s better. I hate it.
Слайд 14LOSS 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
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
Слайд 15
Eager Sellers and Stony Buyers: Understanding the Psychology of New-Product Adoption
John T.
Gourville
FROM THE JUNE 2006 ISSUE OF HBR
FROM THE JUNE 2006 ISSUE OF HBR
Слайд 25From Serious Pony’s Blog “Your App Makes Me Fat”
http://seriouspony.com/blog/2013/7/24/your-app-makes-me-fat
Слайд 26From Serious Pony’s Blog “Your App Makes Me Fat”
http://seriouspony.com/blog/2013/7/24/your-app-makes-me-fat
Слайд 27
Eager Sellers and Stony Buyers: Understanding the Psychology of New-Product Adoption
John T.
Gourville
Слайд 28
Sure Failure
Easy Sells
Long Hauls
Smash Hit
Degree of Behavior Change
Change in Perceived Value
Adapted
from Eager Sellers, Stoney Buyers
Слайд 32ELEVATOR PITCH
2 Minutes
For (target customer) who has (customer need), (product name)
is a (market category) that (the 9x benefit).
Unlike (current solution), the product (unique value).
Unlike (current solution), the product (unique value).
Слайд 45Hero’s Journey
A character is in a zone of comfort
3. They
enter an unfamiliar situation
3 Adapt to it
4. Get what they wanted
5. Pay a heavy price for it
6. Then return to their familiar situation
7. Having changed.
2. But they want something
Слайд 46User’s Journey
A USER is in a zone of comfort
3. They
enter an unfamiliar situation
3 Struggle to get it
4. Initial success
5. Greater challenges
6. Increased competence and skills in old jobs
7. Having changed… for the better.
2. But they want something
Слайд 49Richard Bartle http://www.mud.co.uk/richard/hcds.htm Drawing: Frank Caron http://frankcaron.com
Слайд 504 Key Engagement Styles in Social Gaming
Compete
Collaborate
Explore
Express
Amy Jo Kim amyjokim.com
@amyjokim
Слайд 52Ambitious
Reluctants
Early Adopters?
Goal: I’m going to make something spectacular
Motivation: “I’m an artist.
Really”
Inciting Incident: Article
Conflict: I want to get making, not learning.
Inciting Incident: Article
Conflict: I want to get making, not learning.
Goal: Learn just enough
Motivation: “I don’t want to look stupid”
Inciting Incident: Feature they were missing
Conflict: You moved everything! It’s hard!
Who else?
Who else?
Goal:
Motivation:
Inciting Incident:
Conflict:
Goal:
Motivation:
Inciting Incident:
Conflict:
Слайд 53Now you- pick a user
Goal: What do they want to accomplish?
Motivation:
Why? (stakes- emotional, social)
Inciting Incident: What makes them choose change?
Conflict: what gets in their way?
Inciting Incident: What makes them choose change?
Conflict: what gets in their way?
Слайд 56Goals in games
Outwit
Solution
Exploration
Construction
Forbidden act
Rescue or Escape
Alignment
Race
Chase
Capture
Слайд 73GROWTH MINDSET: I AM BETTER
“How important is it to you to
be a voter in tomorrow’s election?”
versus
“How important is it to you to vote in tomorrow’s election?”
versus
“How important is it to you to vote in tomorrow’s election?”
Walton, Gregory and Banaji, Mahzarin, Being what you say: the effect of essentialist linguistic labels on preferences, Social Cognition, Vol. 22, No. 2, 2004, pp. 193-213.
+11%
Слайд 77Tiny Habits
Make change tiny
Place it in an existing routine
Train the cycle
daily
BJ Fogg, PhD
Director, Persuasive Tech Lab
Stanford University
Слайд 85 1. WHAT IS GOING TO CHANGE? 2. WHO WILL LOSE WHAT? 3.
HOW WILL YOUR INTRODUCE THE CHANGE?
4. WHAT IS YOUR STRATEGY FOR RESISTANCE?
ASK YOURSELF
