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Research through Design Model
                                                              (Zimmerman-Eckles, 2007)
    Target Population        Process-Rationale:             Invention                             Relevance                                           Extensibility
                                                          Inspired mostly by current
       I have                  I chose to work                                            ๏   We are
                                                          state of the art M&S mobile
                                                                                                                                                      We aspire
       categorised my          with Fogg                  site and with a mind to ease
                                                                                              addressing the
       users in 3 main         framework
                                                          of use I emphasised on
                                                          shopping lists and the 3            meaning of lists                                        that the
                                                          point "click" to purchase.
       types and                                                                              in the first place                                      outcome of
       followed the    1.      Includes all       ๏       Shopping lists are usual


       Behavioural             types of users,
                                                          lists with weekly shopping
                                                          the user can                    ๏   We are                                                  this project
                                                                                              introducing an                                          will
       Chain for web 2.        Focuses on
                                                      •       Select to drop in the
                                                              basket before he/ she           innovative
       services
                               user                   •       Commits the purchase.           mental model in
       methodology
                               engagement,        I am leveraging users mental model          the market.
                                                                                                                ๏                                     Set the bar
       by (Fogg,
       Eckles, 2007):
                                                  by adding Recipe lists to my design
                                                  solution.                                   Simpler for the                                         to the UX
                       3.      Utilises a
                                                  ๏       Recipe lists, are those lists       user to                                                 community
       1. New Users            pattern well
๏                                                         with all selected ingredients
                                                                                              cognitively think
                               used and                   for that particular recipe
                                                          only. The user first can:           of one desire:                                          and
๏      2. Superficial
                               succeeded              •       Search for the type of
       involvement                                                                        •   "what to cook
                               online,                        food they want to cook
                                                              and then
                                                                                              tonight?", rather
                                                                                                                ๏                                     Become the
๏      3. Loyal Users
                        4.     Circulates user        •       Select the ingredients
                                                              that it consists of (may
                                                                                              than:                                                   example for
       I am designing          involvement
       a workaround
                                                              be added manually or
                                                              even be recommended         •   "what do I need                                         other
                               from loyal to                  to them).
       solution that                                                                          to cook that dish                                       eGrocery
                               New User               •       Contribute Value by
                                                                                              tonight?"
       would include                                          creating content for
                                                                                                                                                      mobile sites
                                                              the site
       all above types 5.      Supports user                                                  The above statement however is a speculation, we



                                                                                                                                                      & apps.
                                                                                              would need to conduct user testing to test the
                                                                                              hypothesis. We are yet to fathom its extensibility as
                                                      •       Share lists with their
       of users                growth                         friends and family
                                                                                              a sheer recommendation system to simplify the
                                                                                              currently designed mental model.
The Behaviour Chain for Online Participation:
  How Successful Web Services Structure
                Persuasion                                                                                           (Fogg-Eckles, 2007)
                                                                                                            New Users                        Undecided Users                        Loyal Users
202      B.J. Fogg and D. Eckles
                                                                                                                                              Phase 2- Superficial
                                                                                                                                                                               Phase 3- True Commitment
                                                                                                      Phase 1- Discovery                      Involvement
                                                                                                                                                                               Create value and Content
                                                                                                      Learn about the Service                 Decide to Try
                                                                                                                                                                               We suggest that loyal users be
                                                                                                      We propose creating awareness
                                                                                                                                              Allow for playful        provided with the possibility to
                                                                                                  about the mobile site through               exploration on products,
                                                                                                                                              offers and services      create value by adding content
                                                                                                  friends who are current loyal users,        before user decides to
                                                                                                                                                                       (lists, recipes, upload images of
                                                                                                                                              create an account.
                                                                                                  thus creating a “viral” element.
                                                                                                                                                                           cooked food or user products) and
                                                                                                                                              Fogg supports that a lot
                                                                                                                                                                        being able to re-use it or share it
                                                                                                                                              of successful web sites
                                                                                                      Visit Site                              “Encourage users to get friends, family or community.
                                                                                                                                              started using the service
                                                                                                      Credibility of community                before having to make a       Stay Active and Loyal
                                                                                                                                              commitment to it.”
                                                                                                  recommendation is of equal                                                   Another future suggestion to

                                                                                                  importance. So, we are proposing            Get started                  consider would be a Loyalty

                                                                                                  that they be invited via email by                                        Passbook app exclusively for loyal
                                                                                                                                         •    On registration provide
                                                                                                  loyal members friends name under            a simple form (v.s.          members.
                                                                                                                                              Gathering user
                                                                                                  sender.                                     information early on),

                                                                                                      A proposed guideline here                                                Involve others
                                                                                                                                         •    Give clear upfront
Fig. 1. The Behavior Chain for Online Participation. The Behavior Chain is found across many      would be let value be created from          information and                  Above all, involving other users
successful Web services. It consists of three Phases, each with multiple Target Behaviors.
When users reach the True Commitment Target Behaviors – specifically Create value and
                                                                                                  existing users who are in phase 3 of                                     and getting reward for their actions
content and Involve others – they contribute to the service's ability to influence new users to
follow the behavior chain. (We acknowledge help from Mike Krieger and Jyotika Prasad in
                                                                                                                                         •    Allow them to see other
creating the early versions of this diagram).                                                     the behaviour chain.                        friends using it (i.e. Via is highly suggested.
                                                                                                                                              facebook, twitter etc.)
Ux pin delhaize-wireframes-calliope_muse-export
Ux pin delhaize-wireframes-calliope_muse-export
Ux pin delhaize-wireframes-calliope_muse-export
Ux pin delhaize-wireframes-calliope_muse-export
Ux pin delhaize-wireframes-calliope_muse-export
Ux pin delhaize-wireframes-calliope_muse-export
Ux pin delhaize-wireframes-calliope_muse-export
Ux pin delhaize-wireframes-calliope_muse-export
Ux pin delhaize-wireframes-calliope_muse-export

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Ux pin delhaize-wireframes-calliope_muse-export

  • 1. Research through Design Model (Zimmerman-Eckles, 2007) Target Population Process-Rationale: Invention Relevance Extensibility Inspired mostly by current I have I chose to work ๏ We are state of the art M&S mobile We aspire categorised my with Fogg site and with a mind to ease addressing the users in 3 main framework of use I emphasised on shopping lists and the 3 meaning of lists that the point "click" to purchase. types and in the first place outcome of followed the 1. Includes all ๏ Shopping lists are usual Behavioural types of users, lists with weekly shopping the user can ๏ We are this project introducing an will Chain for web 2. Focuses on • Select to drop in the basket before he/ she innovative services user • Commits the purchase. mental model in methodology engagement, I am leveraging users mental model the market. ๏ Set the bar by (Fogg, Eckles, 2007): by adding Recipe lists to my design solution. Simpler for the to the UX 3. Utilises a ๏ Recipe lists, are those lists user to community 1. New Users pattern well ๏ with all selected ingredients cognitively think used and for that particular recipe only. The user first can: of one desire: and ๏ 2. Superficial succeeded • Search for the type of involvement • "what to cook online, food they want to cook and then tonight?", rather ๏ Become the ๏ 3. Loyal Users 4. Circulates user • Select the ingredients that it consists of (may than: example for I am designing involvement a workaround be added manually or even be recommended • "what do I need other from loyal to to them). solution that to cook that dish eGrocery New User • Contribute Value by tonight?" would include creating content for mobile sites the site all above types 5. Supports user The above statement however is a speculation, we & apps. would need to conduct user testing to test the hypothesis. We are yet to fathom its extensibility as • Share lists with their of users growth friends and family a sheer recommendation system to simplify the currently designed mental model.
  • 2. The Behaviour Chain for Online Participation: How Successful Web Services Structure Persuasion (Fogg-Eckles, 2007) New Users Undecided Users Loyal Users 202 B.J. Fogg and D. Eckles Phase 2- Superficial Phase 3- True Commitment Phase 1- Discovery Involvement Create value and Content Learn about the Service Decide to Try We suggest that loyal users be We propose creating awareness Allow for playful provided with the possibility to about the mobile site through exploration on products, offers and services create value by adding content friends who are current loyal users, before user decides to (lists, recipes, upload images of create an account. thus creating a “viral” element. cooked food or user products) and Fogg supports that a lot being able to re-use it or share it of successful web sites Visit Site “Encourage users to get friends, family or community. started using the service Credibility of community before having to make a Stay Active and Loyal commitment to it.” recommendation is of equal Another future suggestion to importance. So, we are proposing Get started consider would be a Loyalty that they be invited via email by Passbook app exclusively for loyal • On registration provide loyal members friends name under a simple form (v.s. members. Gathering user sender. information early on), A proposed guideline here Involve others • Give clear upfront Fig. 1. The Behavior Chain for Online Participation. The Behavior Chain is found across many would be let value be created from information and Above all, involving other users successful Web services. It consists of three Phases, each with multiple Target Behaviors. When users reach the True Commitment Target Behaviors – specifically Create value and existing users who are in phase 3 of and getting reward for their actions content and Involve others – they contribute to the service's ability to influence new users to follow the behavior chain. (We acknowledge help from Mike Krieger and Jyotika Prasad in • Allow them to see other creating the early versions of this diagram). the behaviour chain. friends using it (i.e. Via is highly suggested. facebook, twitter etc.)