Designing for Change
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The document outlines a strategy for implementing changes in a travel app, focusing on increasing engagement and revenue through features like hotel booking integration. It discusses the psychological aspects of change, such as loss aversion and the IKEA effect, while emphasizing the importance of user empathy and support during transitions. The plan includes presentations, designs, and adjustments based on user feedback to ensure a successful rollout.
Designing for Change
- 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
- 3. CHANGE When is it awesome? When does it suck?
- 4. Tripit Imaginary project Goal: 1. increase engagement, measured in DAU 2. increase revenue Plan: Add hotel booking from inside app, via Booking.com integration Project pressures: BD closed deal with Lonely Planet, wants to integrate “tips” Head of Design wants to do a “refresh” of the look
- 6. HELL AND HEAVEN 3 min silent listing of what you hate about travel 3 min silent listing of what you love about travel 15 min affinity map
- 7. WHY WE HATE CHANGE And why we love it
- 8. LOSS 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
- 10. EVALUATE PERCEIVED VALUE EVALUATE RELATIVE TO WHAT THEY KNOW
- 11. The IKEA Effect
- 12. LOSS OF CONTROL
- 14. MINE YOURS When does a website stop being perceived as belonging solely to the company?
- 15. MUSCLE MEMORY & COGNITIVE LOAD
- 16. From Serious Pony’s Blog “Your App Makes Me Fat” http://seriouspony.com/blo g/2013/7/24/your-app- makes-me-fat
- 17. From Serious Pony’s Blog “Your App Makes Me Fat” http://seriouspony.com/blo g/2013/7/24/your-app- makes-me-fat
- 21. QUESTION: SHOULD YOU EVEN MAKE A CHANGE?
- 23. ELEVATOR PITCH 10 Minutes For (target customer) who has (customer need), (product name) is a (market category) that (one key benefit). Unlike (competition), the product (unique differentiator).
- 26. HEAD HEART HANDS ABC; Affective, behavioral, cognitive
- 27. HEAD: DIRECT THE RIDER Bright Spots Script the moves Point to the destination
- 28. POINT TO THE DESTINATION An intellectual argument
- 29. FOLLOW THE BRIGHT SPOTS Earlyvangelists
- 31. SCRIPT THE KEY MOVES Plan to teach
- 32. New! Easier to scan through your tweets! Looking for replies? Here they are. First I thought twitter was broken… where was my reply? Would have it killed them to tell me they rearranged everything?
- 37. TIP: JUST IN TIME INFORMATION BEATS ANY BORING TUTORIAL!
- 38. In this clip from Indie Game: The Movie (http://www.indiegamethemovie.com/), Edmund McMillen, co-designer of Super Meat Boy, explains some key principles of game design.
- 39. In this clip from Indie Game: The Movie (http://www.indiegamethemovie.com/), Edmund McMillen, co-designer of Super Meat Boy, explains some key principles of game design.
- 40. To play Dance Central, you have to learn the moves
- 41. They make the learning into a game too– if you can decode the picture, you can get a diamond and skip the practice
- 42. HEART: FIND THE FEELING Motivate The Elephant Shrink the Change Growth Mindset
- 45. GROWTH MINDSET
- 48. HANDS: SHAPE THE PATH Build on old habits Tweak the Environment Rally the herd
- 49. BUILD ON OLD HABITS
- 52. RALLY THE HERD
- 54. STUDIO 3 on planning team, 3 on screens team Deliverables: 4 slides Time: 30 minutes 1. Pitch 2. Empathy map 3. Plan for rollout (what you are doing, and when, & how) 4. Key Screens
- 55. PRESENT
- 56. Q&A Turn and face the strange
Editor's Notes
- #3: When I joined Linkedin, many people said “huh, that’s interesting.” Many did not know why I’d join a resume site. When I joined Myspace, they said good luck. It looked hard, but possible. When I joined Zynga they all congratulated me on landing in one of the hottest spots in the valley. I’ve learned to say “We’ll see.” But one thing I did learn
- #40: 34:28-37:25 http://www.criticalcommons.org/Members/fearv/clips/indie-game-the-movie-edmund-mcmillen-discusses
- #41: 34:28-37:25 http://www.criticalcommons.org/Members/fearv/clips/indie-game-the-movie-edmund-mcmillen-discusses
- #42: Dance Central: you have to do the moves along with the dancer to earn points
- #43: Dance Central made learning the moves a key part of the game, not just a simple add on. You feel like you are really learning to dance.