Have you heard this in your organization?
users hate change.
Usually it’s right before a major release, prepping for the coming storm, or right after a release when the customer service is screaming about all the screaming they are hearing. Or perhaps you are struggling to move customers off an old solution to a new one you've come up with, but adoption just won't happen. Users can’t hate change. If users hated change, Google would have failed, and we’d be happy with Altavista. Facebook would have failed, because Friendster was enough. Paypal would have failed, because, you know, credit cards.
There is a right way and a wrong way to introduce change to your userbase, and sadly the bully-tactics of facebook and Apple have become the norm. But if you are a small company, you can’t afford to impose change sloppily on your userbase. You need to get it right. In this workshop we will cover
The psychology of change, and why users resist it
Change strategies: band-aid removal systems.
Messaging change to emphasize value
Onboarding users to a changed experience
The power of progress to internalize value.
Design for change
This workshop will be highly interactive, with exercises and discussions so we can focus on your goals and needs as you introduce new products and revamp the old.
Intended Audience
Designers & Product Managers seeking to launch redesigns, new features, or new products into existing markets.
2. I’ve introduced a lot of change
• Adopt new events app
• Change search behavior
• Keep photos online
• Leave Facebook to play
games
• Redesign profiles
12. Tripit
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. Thinks
the design is outdated.
19. 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
20. Eager Sellers and Stony Buyers: Understanding the Psychology of New-Product Adoption
John T. Gourville
FROM THE JUNE 2006 ISSUE OF HBR
36. 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).
49. Hero’s Journey
1. 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
50. User’s Journey
1. 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
56. 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:
57. 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?
58.
59. 1. CLEAR GOALS
And regular check points.
Levels as chapters. Levels as rewards.
60. Goals in games
• Outwit
• Solution
• Exploration
• Construction
• Forbidden act
• Rescue or Escape
• Alignment
• Race
• Chase
• Capture
77. 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%
81. HANDS: SHAPE THE PATH
Build on old habits
Tweak the Environment
Rally the herd
82. Tiny Habits
1. Make change tiny
2. Place it in an existing routine
3. Train the cycle daily
BJ Fogg, PhD
Director, Persuasive Tech Lab
Stanford University
87. STUDIO
Deliverables: Plan and Key screens (landing and trip page)
Time: 30 minutes
1. Plan for rollout (what you are doing, and when, & how)
2. Key Screens
88. Tripit
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
90. Check list
• What is the promise of this change?
• Where do you introduce it?
• How? (hints, tutorials, opt in, invite only?)
• To how many people?
• What is your exit criteria to introduce it to more people?
• Where can people find help if they need it?
Understanding behavioral patterns in player types, and what features support the behavior desired is also useful.
Maybe more useful.
Amy Jo Kim has developed different player types that you find in Social Games. Each one has his or her own
play style. Knowing these needs shapes the feature set and core loop.