Presented at the Puget Sound UXPA 2014 World Usability Day Conference at The University of Washington
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I will explore the relationship between the real world and those people who are NOT Digital Natives, how we can begin to engage them, win them over, and drive technology adoption.
I will explore real world stories of technology adoption and the motivations that drove it, the data behind it all, as well as suggest three areas of change in our interactions with digital immigrants in order to get a greater return on usability results, and research.
This talk should also have wider implications on our day-to-day interactions and relationships, benefitting our professional careers and personal lives, which I will explore briefly.
This talk will be an expanded hypothesis based upon already existent contextual work from the following:
Berkman Center for Internet and Society - Harvard University
http://cyber.law.harvard.edu/research/youthandmedia/digitalnatives
(Azzia Walker, B.A.(Digital Native) & Ofer Zur, Ph.D.(Digital Immigrant)):
http://www.zurinstitute.com/digital_divide.html
17. A brief historical survey of the
digital information age
1974 1984 1994 2004 2014
First Personal
Computers
Internet Era of Apple
Browsing
Bulletin Board
Services (BBS)
Video Game
Revolution
Dotcom
Bubble
Era of
Social Media
First
Search Engines
18. A brief historical survey of the
digital information age
1974 1984 1994 2004 2014
Digital
Immigrants
Digital
Intermediates
Digital
Natives
Peak Adoption Line
19. 1974 1984 1994 2004 2014
Digital
Immigrants
A brief historical survey of the
digital information age
Digital
Intermediates
Digital
Natives
Peak Adoption Line
20. 1974 1984 1994 2004 2014
Digital
Immigrants
A brief historical survey of the
digital information age
Digital
Intermediates
Digital
Natives
AKA Technology Adoption Lifecycle
21. Digital
Immigrants
Digital
Intermediates
Digital
Natives
A brief historical survey of the
digital information age
22.
23.
24. Name:
Judith Ortega
Occupation:
Retired School Teacher
Age:
None of your business
39. Once a technology avoider consciously
adopts a piece of technology, the
experience has already made itself
ubiquitous in society
And the avoiders are forced to use it
62. These cues have either been
adopted from previous technology
or are part of our current knowledge
63. Emerging Cues
1974 1984 1994 2004 2014
Digital
Immigrants
Digital
Intermediates
Digital
Natives
Peak Adoption Line
64. 1974 1984 1994 2004 2014
Digital
Immigrants
Emerging Cues
Digital
Intermediates
Digital
Natives
Peak Adoption Line
Well known cues
65. 1974 1984 1994 2004 2014
Digital
Immigrants
Emerging Cues
Digital
Intermediates
Digital
Natives
Peak Adoption Line
Well known cues
66. 1974 1984 1994 2004 2014
Digital
Immigrants
Emerging Cues
Digital
Intermediates
Digital
Natives
Peak Adoption Line
Well known cues
67. 1974 1984 1994 2004 2014
Digital
Immigrants
Emerging Cues
Digital
Intermediates
Digital
Natives
Peak Adoption Line
cue
overlap
68. 1974 1984 1994 2004 2014
Digital
Immigrants
Emerging Cues
Digital
Intermediates
Digital
Natives
Peak Adoption Line
cue
overlap
69. 1974 1984 1994 2004 2014
Digital
Immigrants
Emerging Cues
Digital
Intermediates
Digital
Natives
Peak Adoption Line
Cues known only to
Digital Immigrants
70. 1974 1984 1994 2004 2014
Digital
Immigrants
Emerging Cues
Cues known only to
Digital Intermediates
Digital
Intermediates
Digital
Natives
Peak Adoption Line
71. 1974 1984 1994 2004 2014
Digital
Immigrants
Emerging Cues
Digital
Intermediates
Digital
Natives
Peak Adoption Line
Cues known only to
Digital Natives
77. The key to technology avoidance is to
bridge the gap between need and trust.
And that is accomplished by making
the experience as human as possible.
78. note:
Digital Natives will learn to do
fundamentally different things
than digital immigrants
79. Because Natives are
accustomed to fundamentally
different ways of doing things,
they [also] forget the
associated cues we receive
from previous technology that
immigrants already have as
current knowledge
80. “Surveys conducted by a number of university
researchers show that "digital natives" appear to
have surprisingly superficial understanding of
new communication technologies, especially
the how and why that underlie them”
Prensky, 2001; Tapscott, 1998
http://ccnmtl.columbia.edu/enhanced/primers/digital_natives.html
89. 3 Steps To Winning Over
A Technology Avoider
• Use existing cues from
previous technology
• Bridge the Uncanny Valley by
making it more human
• Build a familiar solution, in
order to build user trust