would you use this? ux south africa 2016

WOULD YOU USE THIS?UX SOUTH AFRICA 2016

Phil Barrett, @philbuktoo

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24Countries

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5500+GlobalHeadcount

1100+USHeadcount

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41K+APAC

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202K+Global

150+Countries

Deloitte Digital Footprint Deloitte Footprint

205 SA EXPERTS

DIGITAL. BUT ALWAYS CENTRED ON PEOPLE.

DIGITAL EXPERIENCES DIGITAL AT THE COREDIGITAL TRANSFORMATION

Centre on the customer

Deliver Intelligence

Orchestrate Change

Ignite Innovation

Implement Platforms

Define Strategy

Gather insights

Create Experiences

Optimize Impact

1:1

Personaliseinteractions

WOULD YOU USE THIS?The most important thing you can’t ask in a usability test.

WHAT THEY SAID AND WHAT THEY DID

I tested a website that aimed to gather donations of time and resources for NGOs. My NGO-manager respondents all said they’d come back and finish their profiles. But stats showed that none of them ever did.

An lovely children’s home: Brotherhood of Blessed Gérard. They didn’t participate in the testing, they just published a nice picture. But you should support them.

Self reported claims are unreliable, as are speculations about future behaviour.

Jakob Nielsen Human-Centred Design guru

“DON’T ASK PEOPLE WHAT THEY THINK THEY WOULD DO

We can’t envision change easily. Imagined futures are too much like the present.

We can predict our emotional responses. We don’t realise that we will feel different about things in the future to how we feel now.

So don’t go shopping for the week, when you’re feeling hungry.

WE ARE ALL BAD AT IMAGINING THE FUTURE

flickr.com/photos/ironypoisoning/

Most conventional focus groups actually measure the wrong thing.[…]

They measure what people think when participating in a focus group.

Professor Gerald Zaltman Harvard Business School

“

AND THEN…

Coca Cola launched New Coke.

It bombed. People said that messing with Coke was messing with America.

Pepsi’s sales climbed.

Coca Cola concluded it was because Pepsi tasted better.

Old Coke came straight back.

These days, Coca Cola Classic has around 17.6% of Market share and Pepsi has 8.5%.

http://adage.com/article/cmo-strategy/pepsi-passes-diet-coke-market-share/297790/

And more people are buying water and tea.

BAD EXPERIMENTSWILL MISLEAD YOU1. Drink a bottle, not a sip. A sip of Pepsi is nice. But if you’re drinking a bottle, Coke is better.

Do a representative test to get the right information.

2. No one drinks Coca-Cola blind.

What they “taste” is influenced by their belief in the Coca Cola brand. Mess with it at your peril.

Factor in perception and social proof.

(I JUST WANT ONE OF THESE)

Pay attention to what people do, not what they say.

Jakob Nielsen Human-Centred Design guru

“

A GOOD USABILITY TEST IS BASED ON A GOOD PROTOTYPE, AND OBSERVATION.

CAN YOU USE THIS?

Understand it, learn it, remember it, operate it.

And that’s why a good usability test focusses on

BUT THERE IS MORE THAN EASE OF USE TO THINK ABOUT

BJ Fogg, Professor of Persuasive TechStanford University

Easy to doHard to do

Low

High

No action: Triggers fail here

Ability

Mot

ivat

ion Action!

Triggers succeed here

EXAMPLE: A TRANSFORMATIONAL INNVATION?Around 2000, select investors became aware of an amazing new innovation to invest in.

Jeff Bezos “You have a product so revolutionary, you’ll have no problem selling it.”

Steve JobsOffered $63 million for a 10% share.

John DoerrInvested $80 million. Told Time magazine “it would become more important than the internet.”

SEGWAYTarget: 10,000 units a week.

After six years: 30,000 units sold altogether.

Still not profitable after a decade.

https://www.flickr.com/photos/izik/

MOST APPS CAN’T KEEP THEIR USERS“The average app loses 77% of its DAUs within the first 3 days after the install.

Of the >1.5 million apps in the Google Play store, only a few thousand sustain meaningful traffic.” — Andrew Chen, Silicon Valley researcher and commentator

An invention needs to make sense in the world in which it is finished, not the world in which it is started.

Ray Kurzweil Author, Inventor, Futurist

“PREDICTION? IMAGINATION?

We shape our tools and then the tools shape us.

Winston ChurchillBritish prime minister

“

ADOPTION OF AN INNOVATION CHANGES THE ADOPTION OF THAT INNOVATION

NETWORK EFFECTS AND SOCIAL PROOFIn a world where everyone tweets, Twitter makes sense.

In a world where no-one tweets, Twitter makes no sense.

It’w worth trying when you hear of others doing it.

And it’s less valuable when people are saying it’s dead.

USE LEAN STARTUP TO DISCOVER SOLUTIONS THAT GET TRACTION

BUILD

MEASURE

LEARNWatch and learn from end users as often as possible, for inspiration and validation.

Build in small increments and focus on quality.

Experiment and prove your idea as you build it.

Remember that our higher order objective is to validate our ideas the fastest, cheapest way possible. Actually building and launching a product idea is generally the slowest, most expensive way to validate the idea.

Marty CaganProduct Management trailblazer

“

CHEAP MVP EXPERIMENTS

Qual/F2F • Lab test a mockup • Concierge • Wizard of Oz • Storyboard • Prototype spaces • Catalogue/data sheet/

home page

Quant/online • Call to action • Ad tracking • Video and link • Split testing

ONLY F2F DISCUSSIONS CAN LET YOU UNDERSTAND WHY

WHY?Understand root causes to address.

Stimulate ideas for how to address them.

SO YOU NEED INSIGHTS ABOUT HOW PEOPLE RESPOND TO YOUR INNOVATION.

BUT HOW CAN YOU GET RELIABLE ONES IN THE LAB?

SITUATE PEOPLE’S RESPONSES IN THE CONTEXT OF THEIR REAL LIFE ACTIVITY

2001: WOULD YOU USE RADIO TIMES ONLINE?

OVER A DIALUP MODEM?

In 2000, dial-up Internet connections accounted for 74% of all U.S. residential Internet connections.

WHEN AND WHY WILL YOU USE THIS?

START WITH STORIES. WHAT DID PEOPLE DO, AND WHEN?

UNDERSTAND THE JOBS TO BE DONE

A customer job could be:

• The tasks they are trying to perform and complete,

• The problems they are trying to solve,

• Or the needs they are trying to satisfy.

What is the job that a customer will hire your product to do?

JTBD’S “CHANGE-MAKING FORCES”

NEW BEHAVIOUR

EXISTING BEHAVIOUR

Push from the old solution

Attraction to the new solution

Attraction to the old solution

Push about the new solution

WHAT LIES BEHIND THESE FORCES?

WHAT LIES BEHIND THESE FORCES?

MOTIVATION OPPORTUNITY

MABILITY

A O

A BEHAVIOUR CHANGE MODEL: MOTIVATION, ABILITY, OPPORTUNITY

MOTIVATION ABILITY

Knowledge, skill, usability

Habit

Beliefs and re-evaluations

INTENTION!

OPPORTUNITYTriggers

Timing

Attitude towards behaviour

Social norms

Ölander and Thøgersen, Aarhus Business school

ACTION!

SO…

NEW BEHAVIOUR

EXISTING BEHAVIOUR

MOTIVATION

OPPORTUNITY

ABILITY

MOTIVATION

OPPORTUNITY

ABILITY

THINK ABOUT SUSTAINED USE

If you can’t retain a healthy percentage of your users past ninety days, you don’t have product market fit yet.

Fred WilsonUnion Square Ventures

“CONVERSION IS NOT ENOUGH

BEHAVIOUR CHANGE IS BUILT ON SUSTAINED USE

ABILITY AND OPPORTUNITY: HABITS ARE KEY

Icons made by Icons8 from flaticon.com

Cue

Routine

Reward

triggers

provides

becomes associated with…

http://flaticon.com

AN EXTENDED BEHAVIOUR CHANGE CHECKLIST

Goals

Benefits

Self/issue awareness

Attitudes and emotions

Fears

Social norms

Cognitive biasses

Self-efficacy

Willpower, mindfulness


Habits

Resources: time, money, devices…

Social support

Triggers

Optimal time

Usual time

MOTIVATION ABILITY OPPORTUNITY

Sebastian Dieterding,Gaming and motivation expert

http://j.mp/maomodelSebastian Dieterding,Gaming and motivation expert

BEHAVIOUR CHANGE FORCES

http://j.mp/maomodel

ADVANCED VERSION

NEW BEHAVIOUR

EXISTING BEHAVIOUR


Fears


Pains

Cost

Goals

Social norms


Gains

Usual time,

Habits, Triggers

Self/issue awareness


Fears


Pains

Cost

Goals

Social norms


Gains

Optimal time

Triggers

Self-efficacy

A SIMPLE RESEARCH SESSION

1 32MAP STORIES AND IDENTIFY JOBS

EXPLORE FORCESSITUATE AND TRY THE PROTOTYPE

“Let’s map out the story of the last time you did this task.”1

“So, that time when you were doing this job… Imagine you’d discovered this.”2

“At each key moment, What’s good about the new way? And bad? And what’s better about the old way…”3

NEW BEHAVIOUR

EXISTING BEHAVIOUR

MOTIVATION

OPPORTUNITY

ABILITY

MOTIVATION

OPPORTUNITY

ABILITY

AND/OR “Think of some time you spent in the last week, that you will use for doing this thing instead.”3

OPPORTUNITY

Triggers

Timing

“What will remind you to use this?”

OPEN YOUR MIND, LISTEN FOR WEAK SIGNALS

What humans are best at doing is interpreting all new information so that their prior conclusions are left intact.

“Warren BuffetWorld’s most successful investor

Customers buy strength, not lack of weakness. “Ben HorowitzEntrepreneur and VC

BECAUSE TO SUCCEED, YOU’LL HAVE TO BE COMPLETELY AWESOME

THANKSPhil Barrett, @[email protected]

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