Designing for Change
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This document discusses strategies for managing change from a user's perspective. It addresses why users resist change and provides tips for guiding them through changes in a way that considers cognitive and emotional factors. Some key points covered include understanding different user mindsets towards change, using storytelling to frame changes as a heroic journey, motivating users by appealing to growth mindsets, gradually introducing changes through tweaks to existing habits and environments, and rallying social influence to support adoption. The overall message is that for changes to be successfully adopted, users' psychological and emotional needs must be considered and addressed.
Designing for Change
- 1. DESIGNING FOR CHANGE @CWODTKE | WWW.ELEGANTHACK.COM
- 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. 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
- 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 we test all aspects of the product? How much better? I don’t care if it’s better. I hate it.
- 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 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
- 15. Eager Sellers and Stony Buyers: Understanding the Psychology of New-Product Adoption John T. Gourville FROM THE JUNE 2006 ISSUE OF HBR
- 16. EVALUATE PERCEIVED VALUE EVALUATE RELATIVE TO WHAT THEY KNOW User mindset
- 17. @cwodtke | www.eleganthack.com The IKEA Effect
- 20. LOSS OF CONTROL
- 22. MINE YOURS When does a website stop being perceived as belonging solely to the company?
- 23. MUSCLE MEMORY & COGNITIVE LOAD Our hands are mad at your company
- 24. From Serious Pony’s Blog “Your App Makes Me Fat” http://seriouspony.com/blo g/2013/7/24/your-app- makes-me-fat
- 25. From Serious Pony’s Blog “Your App Makes Me Fat” http://seriouspony.com/blo g/2013/7/24/your-app- makes-me-fat
- 26. Eager Sellers and Stony Buyers: Understanding the Psychology of New-Product Adoption John T. Gourville
- 27. Sure Failure Easy Sells Long Hauls Smash Hit Degree of Behavior Change Change in Perceived Value Adapted from Eager Sellers, Stoney Buyers
- 28. Sure Failure
- 29. QUESTION: SHOULD YOU EVEN MAKE A CHANGE? Is it 9x better?
- 30. ELEVATOR 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).
- 32. HEAD HEART HANDS ABC; Affective, behavioral, cognitive
- 33. HEAD: DIRECT THE RIDER Bright Spots Script the moves Point to the destination
- 34. EXPRESS VALUE IN USER TERMS Point to the destination: The intellectual argument
- 35. FOLLOW THE BRIGHT SPOTS Earlyvangelists
- 37. WRITE DOWN 20 BENEFITS Freelisting, silent, 3 minutes
- 38. SCRIPT THE KEY MOVES Plan to teach
- 40. DON’T DO THIS Don’t make people memorize the changes
- 41. EPIC STORY Help your users be heroes
- 43. Hero’s Journey 1. 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
- 44. User’s Journey 1. 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
- 45. Journey of adoption • Goal • Motivation • Inciting incident • Conflict
- 46. STORY + ENGAGEMENT STYLE
- 47. Richard Bartle http://www.mud.co.uk/richard/hcds.htm Drawing: Frank Caron http://frankcaron.com
- 48. 4 Key Engagement Styles in Social Gaming Compete CollaborateExplore Express Amy Jo Kim amyjokim.com @amyjokim
- 50. Ambitious 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. 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:
- 51. Now 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?
- 53. 1. CLEAR GOALS And regular check points. Levels as chapters. Levels as rewards.
- 54. Goals in games • Outwit • Solution • Exploration • Construction • Forbidden act • Rescue or Escape • Alignment • Race • Chase • Capture
- 57. Alignment: Dots & Bejeweled Match three or more
- 58. Canva uses puzzles and construction, native to the app
- 66. PICK 5 KEY PLACES WHERE YOU NEED TO HOLD CUSTOMER’S HAND 1 minutes, silent
- 67. HEART: FIND THE FEELING Motivate The Elephant Shrink the Change Growth Mindset
- 69. FIND THE FEELING
- 71. GROWTH 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?” 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%
- 73. WRITE DOWN THE EMOTIONAL PAYOFF 2 minutes, How am I making my user a superhero?
- 74. HANDS: SHAPE THE PATH Build on old habits Tweak the Environment Rally the herd
- 75. Tiny Habits 1. Make change tiny 2. Place it in an existing routine 3. Train the cycle daily BJ Fogg, PhD Director, Persuasive Tech Lab Stanford University
- 76. BUILD ON OLD HABITS
- 80. RALLY THE HERD
- 82. 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
- 83. MAKE VALUABLE CHANGE EXPLAIN IT FROM THE USER’S VIEW GUIDE THE USER THROUGH THOSE CHANGES
Editor's Notes
- #50: Understanding behavioral patterns in player types, and what features support the behavior desired is also useful. Maybe more useful.
- #51: Amy Jo Kim has developed different player types that you find in Social Games. Each one has his or her own play style. Knowing these needs shapes the feature set and core loop.