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Food, Water, Shelter and Your Product

Food, Water, Shelter and Your Product

A presentation about designing products for repeat users.


Christine Coughlan

March 22, 2016


  1. Food, Water,
 Shelter and 

  2. Chris

  3. @atendesign aten.io

  4. Source: http://www.pewinternet.org/2015/08/19/the-demographics-of-social-media-users/ 62% In 2015, 62% of the adult population

    were using Facebook
  5. Source: http://www.theguardian.com/technology/2015/feb/13/candy-crush-saga-players-855m-2014 $1.33 bn Candy Crush players 
 spent $1.33

    billion in 2014
  6. Source: http://techcrunch.com/2015/05/28/gmail-now-has-900m-active-users-75-on-mobile/ 900 m In May 2015, Gmail 

    900 million users
  7. What do all of these platforms have in common?

  8. Create a It takes 28 days to create a habit.

  9. We design products for human consumption.

  10. Steps 1. Know your audience 2. Understand the user’s motivation

    3. Design for simplicity 4. Reward your user 5. Invite your user to invest
  11. Example Let’s create a company blogging tool so Aten employees

    can showcase our strategy, design and development work.
  12. Know Your Audience Who should use this product and why?

  13. Prioritize Your Users Group 1
 Group 2
 Group 3 Group

 Group 2
 Primary Audience Secondary Audience 1 2 Propose: identify the product’s purpose
  14. Early Math Platform Teachers Students Primary Audience Secondary Audience 1

    2 Purpose: provide an early math curriculum to follow in the classroom including online activities for students
  15. Company Blogging Tool Information Architects
 Designers Project Managers

    Primary Audience Secondary Audience 1 2 Purpose: showcase our strategy, design and development work
  16. None
  17. 5 Whys Method • Developed by the Founder of Toyota

    Industries Co., Ltd. • Use when solving problems that involve human factors or interactions • Great for troubleshooting or improving the quality a product • Identify the root cause of a problem Source: http://www.toyota-global.com/company/toyota_traditions/quality/mar_apr_2006.html
  18. Welding Robot Stopped 1. Why did the robot stop?

    circuit has overloaded, causing a fuse to blow. 2. Why is the circuit overloaded?
 There was insufficient lubrication on the bearings, so they locked up. 3. Why was there insufficient lubrication on the bearings?
 The oil pump on the robot is not circulating sufficient oil. 4. Why is the pump not circulating sufficient oil?
 The pump intake is clogged with metal shavings. 5. Why is the intake clogged with metal shavings?
 Because there is no filter on the pump. Source: http://www.toyota-global.com/company/toyota_traditions/quality/mar_apr_2006.html
  19. Contribute to Blog 1. Why do you want to contribute

    to the company blog? 
 To share my knowledge and expertise. 2. Why do you want to share your knowledge and expertise? 
 To provide insights of what I’ve learned with my colleagues. 3. Why is it important to provide insights to your colleagues? 
 The better informed we are, the more effective our industry is. 4. Why is an effective industry important? 
 When information architecture is done well, users’ needs are met. 5. Why do we want to meet users’ needs? 
 So users can accomplish more and be effective.
  20. Understand Your User’s Motivation What is the emotional impact this

    has on your customer?
  21. 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/
  22. Company Blogging Tool • What is the root cause of

    the problem? Or, why does it matter? • Are your users seeking pleasure, hope or social acceptance? • What is the impact your product will have on the user when considering their motivation?
  23. Employees desire to write blog posts to improve the lives

    of users everywhere.
  24. 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
  25. External Triggers • Often visual prompts to take the next

    expected action • Large buttons • Related content • External communication • Email
  26. Internal Triggers • Usually powered through emotions • Negative: boredom,

    loneliness, frustration or confusion • Positive: desire to be entertained • Goal is to alleviates their pain
  27. Design for Simplicity What can be removed?

  28. 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/
  29. Iterative Approach

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  35. Heuristic Evaluation • Are users informed? • Are you speaking

    their language? • Is your website consistent? • Do you help visitors avoid mistakes? Source: https://www.addthis.com/blog/2015/02/17/10-criteria-for-better-website-usability-heuristics-cheat- sheet/#.Vu9sMxIrLUo
  36. None
  37. Company Blogging Tool 1. Ensure the content authoring process is

    easy to use. 2. Simplify the editorial review process. 3. If the system requires a password, help the user know what the required parameters are. 4. Ensure the labels make sense to all users, including the architects, designers, developers, project managers and leadership.
  38. Reward Your User What will make the customer return?

  39. None
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  44. A Habit is Your product has become part of Maslow’s

    hierarchy of Formed
  45. But habits break.

  46. “However, by creating habits fueled by investments in a product

    or service, companies make switching to a competitor difficult.” – Nir Eval
  47. Invite Your User to Invest What "bit of work" can

    your users do to increase the likelihood of staying hooked?
  48. Stored Value • Content • Data • Followers • Reputation

    • Skills Source: Hooked: How to Build Habit-Forming Products by Nir Eyal
  49. Content

  50. Data


  52. Reputation Image Credit: http://appscout.pcmag.com/apple-ios-iphone-ipad-ipod/322553-car-service-lyft-lowers-prices- and-updates-apps-just-in-time-for-spring

  53. Skills

  54. Blog Post • Invest in the tool by writing blog

    posts. • Communicate with followers through comments. • Build your skills by improving your HTML and learning Markdown.
  55. Steps 1. Know your audience 2. Understand the user’s motivation

    3. Design for simplicity 4. Reward your user 5. Invite your user to invest
  56. Thanks! Christine Coughlan chris@aten.io