Food, Water, Shelter and Your Product

A presentation about designing products for repeat users.

Transcript

1. Food, Water,
 Shelter and 
 Your Product CHRIS COUGHLAN
2. Chris
 Coughlan LEAD UX ARCHITECT
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 
 had 900 million users
7. What do all of these platforms have in common?
8. Create a It takes 28 days to create a habit. 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 1
 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
 Developers
 Designers Project Managers
 Leadership Primary Audience Secondary Audience 1 2 Purpose: showcase our strategy, design and development work
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?
 The 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
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
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?
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
51. Followers
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