Presentation to Figaro Digital on the subject of digital innovation. Looks at the sort comings of existing user centered design process.

1. Digital Innovation Tunde Cockshott 14th September 2010 © Amaze 2010

2. amaze Digital Innovation - Tunde Cockshott Sep 2010 The future of user centered design

3. Consumer expectations change…rapidly Time Capabilities Customer expectations ?

4. Since 2003 website improvements have stalled… only 3% of websites provide a “compelling experience” and only 3% have passed Forrester’s website review assessment (Forrester 2009) Source: Forrester Oct 2009

5. But the user centred design ‘industry’ has grown exponentially over the same period… So where does the problem lie?

6. amaze Digital Innovation - Tunde Cockshott Sep 2010 Lets recap: “ The central premise of user centred design is that the best designed products and services result from understanding the needs of the people who will use them.” Design Council

7. amaze Digital Innovation - Tunde Cockshott Sep 2010 Well established benefits and fundamental element of design process.

8. amaze Digital Innovation - Tunde Cockshott Sep 2010 Lets recap: So how do we do currently do user centered web design?

9. amaze Digital Innovation - Tunde Cockshott Sep 2010 We collect masses of data about our users, to understand all the different “me’s” that make up our user base.

10. amaze Digital Innovation - Tunde Cockshott Sep 2010 and aggregate them to make “typical” user models, we built personas ....

11. amaze Digital Innovation - Tunde Cockshott Sep 2010 and we develop idealised user journeys...

12. amaze Digital Innovation - Tunde Cockshott Sep 2010 and then we test and improve.

13. amaze Digital Innovation - Tunde Cockshott Sep 2010 Personas are too simplistic and are surface level User journeys are good for post- rationalising decisions but not realistic Testing may give you the answer to what happens, but not why it happens.

14. amaze Digital Innovation - Tunde Cockshott Sep 2010 So how do we do improve the situation?

15. amaze Digital Innovation - Tunde Cockshott Sep 2010 Ethnographic research is about long term study of individuals, cultures and groups. To develop understanding of how they operate, interact and their cultural and belief systems.

16. amaze Digital Innovation - Tunde Cockshott Sep 2010 Meet them, observer them, see what they like, their habits, their annoyances, where they interact with you, when, why and with whom etc. A study of real people is far, far more insightful then abstract number crunching.

17. amaze Digital Innovation - Tunde Cockshott Sep 2010 Neuroscientists observe what happens in our brain when we engage in activities and are exposed to information and experiences. Neuromarketing applies these techniques this monitor the brains response to marketing and product messages.

18. amaze Digital Innovation - Tunde Cockshott Sep 2010 Economists used to model humans as rational, logical beings. But since the 60’s, behavioural economics has shown we act in irrational, illogical ways, e.g. prospect theory, fairness etc

19. amaze Digital Innovation - Tunde Cockshott Sep 2010 Behavioural economics grew out of marrying Psychology and sociology with ecconomics

20. amaze Digital Innovation - Tunde Cockshott Sep 2010 Personas gives us a surface understanding, a common target. Neuroscience tells us how people are responding Psychology gives us theories and models about why. Ethnographic research lets us observe real user behaviour and usage.

21. amaze Digital Innovation - Tunde Cockshott Sep 2010 The shelves of psychology libraries are stocked with masses of tested data and models / observations/ theories of human behaviour, lets apply them.

22. amaze Digital Innovation - Tunde Cockshott Sep 2010 Some examples

23. amaze Digital Innovation - Tunde Cockshott Sep 2010 Cart abandonment is not just about functional usability.

24. amaze Digital Innovation - Tunde Cockshott Sep 2010 The behavioural and social elements are just as important.

25. Stages of Change Model (digital interpretation of Prochaska and Di Clemente’s model for achieving individual > group changes in behavior.) Aim to move individuals (and groups) through the cycles of change from pre-contemplation to maintenance actively avoiding stopping. amaze Digital Innovation - Tunde Cockshott Sep 2010 Encourage self-exploration, not action Explain and personalize the risk Encourage evaluation of pros and cons of behaviour change Identify and promote new, positive outcome expectations Identify and assist in problem solving eg: removing obstacles Verify that user has underlying skills for behaviour change Encourage small initial steps Focus on restructuring cues and social support Bolster self-efficacy for dealing with obstacles Acknowledge personal impact of action,(eg giving) and reiterate wider benefits Plan for follow-up support Reinforce internal rewards Discuss coping with relapse Evaluate trigger for stopping Reassess motivation and barriers to action whilst not harassing Real World Techniques Digital Techniques Digital marketing targeted at giving the issue a personal dimension. Make it about the viewer. Tools which allow them to relate to the issue. (Facebook lost friends) vivid, personalized, and concrete information will have far more influence on the decision to donate than abstract statistical data or general appeals. Target altruistic motivation, through quantifiable benefits. Your contribution of amount X will achieve Y. Present emotive arguments. Make process of giving as simple as possible. Relate process to existing online behaviour. Make sure the user is always in control of process. Provide links to online sponsorship services and other methods of donation. Import address books from social networking sites (eg online sponsorship). Congratulate and thank positive contributions. Show potential immediate impact of individual’s contribution. On-going personalised DM coupled with suggestions for further action (eg facilitate opportunities for regular direct payment). Provide opportunities for online recognition of achievements Remind user of previous actions, what it has achieved and re-iterate thanks. Use Dm to encourage renewed contemplation. Equip individual with digital and real world tools to achieve group change. Make friends aware of BRC and potential sponsorship. Provide collateral for dealing with other’s apathetic/cynical/ negative views. Congratulate and thank positive contributions. Emphasis cumulative effect. Obama Example Individual Impact on Group Stages of change model is a framework for producing long term behavioural change. Pre-contemplation Not currently considering change: "Ignorance is bliss" Contemplation Ambivalent about change: "Sitting on the fence" Preparation Some experience with change and are beginning to try to change: "Testing the waters" Action Implementing new behaviour Maintenance Continued commitment to sustaining new behaviour Relapse/Stopping? Resumption of old behaviours: "Fall from grace"

26. amaze Digital Innovation - Tunde Cockshott Sep 2010 Social norm marketing is about redressing our inaccurate perceptions of the normal behavior against the actual norm.

27. amaze Digital Innovation - Tunde Cockshott Sep 2010 However, social norm marketing is effective in the lab but in the field the effect is often short lived. Users exhibit a boomerang effect. The inclusion of a visual message conveying social approval or disapproval dramatically increases the long term effectiveness.

28. amaze Digital Innovation - Tunde Cockshott Sep 2010 How does your site say thank you?

30. amaze Digital Innovation - Tunde Cockshott Sep 2010 Real world   Digital world

31. amaze Digital Innovation - Tunde Cockshott Sep 2010 Summary