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Connect, Cultivate, Hook: UX Workshop

Connect, Cultivate, Hook: UX Workshop

Building a digital content strategy helps organizations become effective and consistent storytellers. Capturing users’ attention through habit-forming user experience strategies keeps audiences hooked. In this workshop, you’ll learn how to engage your audience with the right messaging and identify UX techniques to keep them invested in your digital properties.

This workshop covered the following strategies:

Get back to the basics
What are your goals and who are your users? How do you want to talk to them?

Trigger actions
Understand your users’ motivation and craft triggers that will influence their behavior driving them to action.

Building brand loyalty
Discover how to get your users to invest in your digital product and find out what motivates them to come back over and over again.

Christine Coughlan

November 17, 2016
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Transcript

  1. Who are you? 1. Name 2. Role & Organization 3.

    Do you have a digital strategy? 4. What is one challenge you or your users face today?
  2. Practice • What problem are users turning to your product

    to solve? • How do users currently solve that problem and why does it need a different solution? • How frequently do you expect users to engage with your product? • What user behavior do you want to make into a habit?
  3. Mission The Alan Alda Center for Communicating Science empowers scientists

    and health professionals to communicate complex topics in clear, vivid, and engaging ways; leading to improved understanding and engagement by the public, media, patients, elected officials, and others outside of their own discipline. EXAMPLE – ALDA-KAVLI LEARNING CENTER
  4. Business Goals EXAMPLE – ALDA-KAVLI LEARNING CENTER • Improve public

    communication of science. • Seek to become the leading online resource for information and training in science and health communication. • Unite research institutions and individuals throughout the world. • Develop new approaches to science and health communication curriculum.
  5. Product Goals EXAMPLE – ALDA-KAVLI LEARNING CENTER • Enhance public

    understanding of science and medicine. • Train the next generation of scientists and health professionals to communicate more effectively with the public, elected officials, the media, and others outside their own disciplines. • Serve as a clearinghouse for best practices and a supportive network of institutions working to improve science communication.
  6. Practice 1. Create a mission statement for our group 2.

    Create 3-4 business goals for our group 3. Outline 3-4 specific goals for our product
  7. Prioritize Your Users Group 1
 Group 2
 Group 3 Group

    1
 Group 2
 Primary Audience Secondary Audience 1 2 Propose: identify the product’s purpose
  8. Who are your users? EXAMPLE – ROSE COMMUNITY FOUNDATION BLOG

    Donors who currently have Donor- Advised Funds (DAFs) or could open DAFs Policymakers Board and committee members Community leaders Potential influencers Grantees Foundation and nonprofit peers Legislators Partners
  9. Prioritized Groups Key Influencers • Board / Donors • Peers

    (Foundations and Nonprofits) • Partners • Community Leaders Grantees • Potential Grantees • Initiatives • Professional Advisors The Community • Policy Makers / Legislators • Peers (Foundations and Nonprofits) • Partners • Jewish Community • Denver Community • Vendors 1 2 3 EXAMPLE – ROSE COMMUNITY FOUNDATION BLOG
  10. Prioritized Users Scientists
 Medical Professional Students Primary Audience Secondary Audience

    1 2 Purpose: resource for information and training in science EXAMPLE – ALDA-KAVLI LEARNING CENTER
  11. Practice 1. Create a list of your users 2. Categorize

    your users into audience groups based on their needs 3. Prioritize your audience groups 4. For each group, I. Describe the group in 1-2 sentences II. State 1-2 ways the group learns about your product
  12. Core Motivators • Seek pleasure – avoid pain • Seek

    hope – avoid fear • Seek social acceptance – avoid social rejection Source: BJ Fogg, Founder of Persuasive Tech Lab at Stanford University, Behavior Model – http:// www.behaviormodel.org/
  13. Practice 1. Why is your user motivated to use your

    product? I. Seek pleasure – avoid pain II. Seek hope – avoid fear III. Seek social acceptance – avoid social rejection 2. Does it vary by audience group?
  14. Voice & Tone Exploration CASE STUDY – ROSE COMMUNITY FOUNDATION

    • Rose Community Foundation is smart, but not snotty. • Rose Community Foundation is innovative, but not risk taking. • Rose Community Foundation is caring about our community, but not a bleeding heart. • Rose Community Foundation is well respected, but not known. • Rose Community Foundation is steeped in tradition, but not stale. inaccessible.
  15. Voice & Tone Exploration CASE STUDY – ROSE COMMUNITY FOUNDATION

    • Rose Community Foundation is smart, but not snotty. • Rose Community Foundation is innovative, but not risk taking. • Rose Community Foundation is caring about our community, but not a bleeding heart. • Rose Community Foundation is well respected, but not known. • Rose Community Foundation is steeped in tradition, but not stale. inaccessible.
  16. Triggers tell the user what to do next by placing

    information within the user’s environment tell the user what to do next through associations stored in the user’s memory External Triggers Internal Triggers 1 2
  17. External Triggers • Often visual prompts to take the next

    expected action • Large buttons • Related content • External communication • Email • Social Media
  18. Practice External Triggers • Select an audience group. • What

    actions does a member of this group need to take? • What digital or non-digital medium would be best for targeting them? • Write the call to action.
  19. Internal Triggers • Usually powered through emotions • Negative: boredom,

    loneliness, frustration or confusion • Positive: desire to be entertained • Goal is to alleviate their pain
  20. Practice: Internal Triggers • Select an audience group. • What

    are some internal triggers that could cue them into action? • Which internal trigger does your user experience most frequently? • Finish this narrative using the most frequent internal trigger and the habit you are designing: “Every time the user [internal trigger], he/she [first action of intended habit.]”
  21. Elements of Simplicity 1. Time 2. Money 3. Physical effort

    4. Brain cycles 5. Social deviance 6. Non-routine Source: BJ Fogg, Founder of Persuasive Tech Lab at Stanford University, Behavior Model – http:// www.behaviormodel.org/
  22. Practice • What was your external trigger? • What page

    or screen did your user land on? • What does your user need to do here? • What elements do you need to include for your user to complete their task? • Sketch the full experience beginning from their external trigger. Create a paper prototype for your tool.
  23. Practice • What is limiting your users’ ability to accomplish

    tasks that build habits? • Time (is it taking too long?) • Brain cycles (is it too confusing?) • Money (does it cost too much?) • Social deviance (is it outside normal behavior?) • Non-routine (is it distracting their daily routine?) • Physical effort (is it physically exhausting to complete?) Evaluate and refine your paper prototype.
  24. Types of Rewards • Rewards of the Tribe • Rewards

    of the Hunt • Rewards of the Self
  25. Practice • How do you reward the user? • Rewards

    of the Tribe – gratification from others • Rewards of the Hunt – material goods, money or information • Rewards of the Self – mastery, completion, competency or consistency • Is the reward fulfilling, yet leaves the user wanting more? Can you offer smaller rewards that lead to a larger reward? • When should the user receive the reward?
  26. “by creating habits fueled by investments in a product or

    service, companies make switching to a competitor difficult. – Nir Eval
  27. Stored Value • Content • Data • Followers • Reputation

    • Skills Source: Hooked: How to Build Habit-Forming Products by Nir Eyal
  28. Practice • How can your users invest in your product?

    • Content • Data • Followers • Can this investment be part of loading the next trigger? • How can you simplify the investment period? Source: Hooked: How to Build Habit-Forming Products by Nir Eyal • Reputation • Skills