flow in ux (2013)
Post on 28-Nov-2014
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Hej!
Philip Battin
BA Industrial DesignMSc Strategic Product Design
I am going to talk about:
→ Complicated, interactive, products→ Video games→ Flow psychology
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A study on consumer behavior in 2002:
48% of all returned products were technically fully functional
28% failed to satisfy user needs 20% because of users’ remorse
den Ouden, E., Yuan, L., Sonnemans, P. J., & Brombacher, A. C. (2006) Page 3 / 17
Problem:
Products may contain all thefunctionalities users desire, butcomplexity and bad UXmay cause users never to adoptthe product in their lives.
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Hypothesis:
Learning a complex product is like learning a complex video game.
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Flow - the source of optimal learning
Csikszentmihalyi, M. (1975)
State of mind“Being in the zone”
Example:First time skiing
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Flow is how you learned to play WoW
Entry level challengesSequenced complexityThe more you play, the more you learn
The important metrics: Experience points (Exp)Levels Page 7 / 17
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Example: Samsung E8005 SmartTV
“The tv that can do everything”
Asses the challenge of functionalities accordingto the Dreyfus model of skill acquisition
Page 9 / 17Dreyfus, Stuart E.; Dreyfus, Hubert L. (February 1980)
Paradigm:
What you see is what you can do.(WYSIWYCD)
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First time use: Very basic controls.
Watch tv → Contextual controls
Using the product elicits exp pointswhich eventually ‘levels up’ the user
To nudge the user “Did you know”dialogue boxes are presented
Ribbons mark new, more advanced, functionalities
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Sequence challenges to match your experience
Conclusion:
Early conceptImpatient usersExpert users - Advanced buttonDifferent users of same product
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Thank you!
TWITTER: @philipbattinEMAIL: philip@battin.dkWEB: philipbattin.com
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