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Designing for Change @cwodtke | www.eleganthack.com

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Designing for Change @cwodtke | www.eleganthack.com


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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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Jack gets upgraded to ios 7


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It’s safer in the Cloud It’s safer on my machine


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It’s better than Google It doesn’t work like Google


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It’s up to date It’s wrong


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It’s ours It’s mine


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Change When is it awesome? When does it suck?


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Why We love Change By we I mean companies


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Entrepreneurs love new! We’re bored. We see it every day. Do our users?


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The testing said it was better Do we test all aspects of the product? How much better? I don’t care if it’s better. I hate it.


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If I don’t ship improvements, how can we compete?


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Why we hate change By we I mean users


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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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Eager Sellers and Stony Buyers: Understanding the Psychology of New-Product Adoption John T. Gourville FROM THE JUNE 2006 ISSUE of hbr


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Evaluate perceived value Evaluate relative to what they know User mindset


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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 Our hands are mad at your company


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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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Eager Sellers and Stony Buyers: Understanding the Psychology of New-Product Adoption John T. Gourville


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Sure Failure Easy Sells Long Hauls Smash Hit Degree of Behavior Change Change in Perceived Value Adapted from Eager Sellers, Stoney Buyers


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Sure Failure


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Question: should you even make a change? Is it 9x better?


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Empathy map Understand the mindset


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Elevator pitch 2 Minutes For (target customer) who has (customer need), (product name) is a (market category) that (the 9x benefit). Unlike (current solution), the product (unique value).


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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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Express Value in user terms Point to the destination: The intellectual argument


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Follow the bright spots Earlyvangelists


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Write down 20 benefits Freelisting, silent, 3 minutes


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Script the key moves Plan to teach


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Don’t do this Don’t make people memorize the changes


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Epic Story Help your users be heroes


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Hero’s Journey A character is in a zone of comfort 3. They enter an unfamiliar situation 3 Adapt to it 4. Get what they wanted 5. Pay a heavy price for it 6. Then return to their familiar situation 7. Having changed. 2. But they want something


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User’s Journey A USER is in a zone of comfort 3. They enter an unfamiliar situation 3 Struggle to get it 4. Initial success 5. Greater challenges 6. Increased competence and skills in old jobs 7. Having changed… for the better. 2. But they want something


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Journey of adoption Goal Motivation Inciting incident Conflict


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Story + Engagement Style


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Richard Bartle http://www.mud.co.uk/richard/hcds.htm Drawing: Frank Caron http://frankcaron.com


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4 Key Engagement Styles in Social Gaming Compete Collaborate Explore Express Amy Jo Kim amyjokim.com @amyjokim


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Satisficers Self-discovery Optimizers Socializers Amazon?


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Ambitious Reluctants Early Adopters? Goal: I’m going to make something spectacular Motivation: “I’m an artist. Really” Inciting Incident: Article Conflict: I want to get making, not learning. Goal: Learn just enough Motivation: “I don’t want to look stupid” Inciting Incident: Feature they were missing Conflict: You moved everything! It’s hard! Who else? Who else? Goal: Motivation: Inciting Incident: Conflict: Goal: Motivation: Inciting Incident: Conflict:


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Now you- pick a user Goal: What do they want to accomplish? Motivation: Why? (stakes- emotional, social) Inciting Incident: What makes them choose change? Conflict: what gets in their way?


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1. Clear Goals And regular check points. Levels as chapters. Levels as rewards.


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Goals in games Outwit Solution Exploration Construction Forbidden act Rescue or Escape Alignment Race Chase Capture


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Capture Strategery: Capture enemy Territory


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Race Tiny Wings: Go farther faster


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Alignment: Dots & Bejeweled Match three or more


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Canva uses puzzles and construction, native to the app


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No Tutorials! Tutorials! Scaffolded play!


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Pick 5 key places where you need to hold customer’s hand 1 minutes, silent


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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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Find the feeling


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Growth Mindset: I am better “How important is it to you to be a voter in tomorrow’s election?” versus “How important is it to you to vote in tomorrow’s election?” Walton, Gregory and Banaji, Mahzarin, Being what you say: the effect of essentialist linguistic labels on preferences, Social Cognition, Vol. 22, No. 2, 2004, pp. 193-213. +11%


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Shrink the change


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Write down the emotional Payoff 2 minutes, How am I making my user a superhero?


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


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Tiny Habits Make change tiny Place it in an existing routine Train the cycle daily BJ Fogg, PhD Director, Persuasive Tech Lab Stanford University


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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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Old Habits, Environment, social Take two minutes to note what can be managed


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1. What is going to change? 2. Who will lose what? 3. How will your introduce the change? 4. What is your strategy for resistance? Ask yourself


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Make valuable change Explain it from the user’s view Guide the user through those changes


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Christina Wodtke eleganthack.com @cwodtke WANT


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