Food, Water, Shelter and Your Product

A presentation about designing products for repeat users.

Transcript

1. Food, Water,

   Shelter and 

   Your Product
   CHRIS COUGHLAN
   

   View Slide

2. Chris

   Coughlan
   LEAD UX ARCHITECT
   

   View Slide

3. @atendesign aten.io
   

   View Slide

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
   

   View Slide

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
   

   View Slide

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
   

   View Slide

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

   View Slide

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

   View Slide

9. We design products for
   human consumption.
   

   View Slide

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
    

    View Slide

11. Example
    Let’s create a company blogging tool so Aten employees can
    showcase our strategy, design and development work.
    

    View Slide

12. Know Your Audience
    Who should use this product and why?
    

    View Slide

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
    

    View Slide

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
    

    View Slide

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
    

    View Slide

16. View Slide

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
    

    View Slide

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
    

    View Slide

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.
    

    View Slide

20. Understand Your User’s
    Motivation
    What is the emotional impact this has on your customer?
    

    View Slide

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/
    

    View Slide

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?
    

    View Slide

23. Employees desire to write
    blog posts to improve the
    lives of users everywhere.
    

    View Slide

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
    

    View Slide

25. External Triggers
    • Often visual prompts to take the next expected action
    • Large buttons
    • Related content
    • External communication
    • Email
    

    View Slide

26. Internal Triggers
    • Usually powered through emotions
    • Negative: boredom, loneliness, frustration or confusion
    • Positive: desire to be entertained
    • Goal is to alleviates their pain
    

    View Slide

27. Design for Simplicity
    What can be removed?
    

    View Slide

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/
    

    View Slide

29. Iterative Approach
    

    View Slide

30. View Slide

31. View Slide

32. View Slide

33. View Slide

34. View Slide

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
    

    View Slide

36. View Slide

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.
    

    View Slide

38. Reward Your User
    What will make the customer return?
    

    View Slide

39. View Slide

40. View Slide

41. View Slide

42. View Slide

43. View Slide

44. A Habit is
    Your product has become part of Maslow’s hierarchy of
    Formed
    

    View Slide

45. But habits break.
    

    View Slide

46. “However, by creating habits fueled
    by investments in a product or
    service, companies make switching
    to a competitor difficult.”
    – Nir Eval
    

    View Slide

47. Invite Your User to
    Invest
    What "bit of work" can your users do to increase the likelihood of
    staying hooked?
    

    View Slide

48. Stored Value
    • Content
    • Data
    • Followers
    • Reputation
    • Skills
    Source: Hooked: How to Build Habit-Forming Products by Nir Eyal
    

    View Slide

49. Content
    

    View Slide

50. Data
    

    View Slide

51. Followers
    

    View Slide

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
    

    View Slide

53. Skills
    

    View Slide

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.
    

    View Slide

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
    

    View Slide

56. Thanks!
    Christine Coughlan chris@aten.io
    

    View Slide