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Designing for Change

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Designing for Change


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I’ve introduced a lot of change Adopt new events app Change search behavior Keep photos online Leave Facebook to play games Redesign profiles


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Change When is it awesome? When does it suck?


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Agenda 9:00 Welcome, intro to day and project 9:15 Hell & Heaven Exercise 9:45 Lecture: Why we hate change 10:00 Empathy map of customers 10:20 Elevator pitch exercise 10:30 break 11:00 Lecture: planning for change 11:15 Design exercise 11:145 Present 12:15 Q&A


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Tripit Imaginary project Goal: 1. increase engagement, measured in DAU 2. increase revenue Plan: Add hotel booking from inside app, via Booking.com integration Project pressures: BD closed deal with Lonely Planet, wants to integrate “tips” Head of Design wants to do a “refresh” of the look


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Redesign these two pages


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Hell and Heaven 3 min silent listing of what you hate about travel 3 min silent listing of what you love about travel 15 min affinity map


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Why we hate change And why we love it


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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


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Evaluate perceived value Evaluate relative to what they know


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The IKEA Effect


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Loss of Control


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http://interaction14.ixda.org/program/saturday/401-the-shock-of-the-new


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Mine yours When does a website stop being perceived as belonging solely to the company?


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Muscle memory & Cognitive load


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From Serious Pony’s Blog “Your App Makes Me Fat” http://seriouspony.com/blog/2013/7/24/your-app-makes-me-fat


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From Serious Pony’s Blog “Your App Makes Me Fat” http://seriouspony.com/blog/2013/7/24/your-app-makes-me-fat


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Question: should you even make a change?


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Empathy map 20 minutes


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Elevator pitch 10 Minutes For (target customer) who has (customer need), (product name) is a (market category) that (one key benefit). Unlike (competition), the product (unique differentiator).


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Break Resume at 11


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Planning for change


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Head heart Hands ABC; Affective, behavioral, cognitive


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Head: Direct the rider Bright Spots Script the moves Point to the destination


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Point to the destination An intellectual argument


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Follow the bright spots Earlyvangelists


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Script the key moves Plan to teach


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New! Easier to scan through your tweets! Looking for replies? Here they are. First I thought twitter was broken… where was my reply? Would have it killed them to tell me they rearranged everything?


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TIP: Just in time information beats any boring tutorial!


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In this clip from Indie Game: The Movie (http://www.indiegamethemovie.com/), Edmund McMillen, co-designer of Super Meat Boy, explains some key principles of game design.


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In this clip from Indie Game: The Movie (http://www.indiegamethemovie.com/), Edmund McMillen, co-designer of Super Meat Boy, explains some key principles of game design.


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To play Dance Central, you have to learn the moves


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They make the learning into a game too– if you can decode the picture, you can get a diamond and skip the practice


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Heart: Find the Feeling Motivate The Elephant Shrink the Change Growth Mindset


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Motivate Emotional Appeal


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Growth Mindset


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Shrink the change


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Hands: Shape the Path Build on old habits Tweak the Environment Rally the herd


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Build on old habits


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Tweak the Environment


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Rally The Herd


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Studio 3 on planning team, 3 on screens team Deliverables: 4 slides Time: 30 minutes Pitch Empathy map Plan for rollout (what you are doing, and when, & how) Key Screens


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Present


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Q&A Turn and face the strange


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