Originally presented at UXLX in Lisbon. Description:
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
4. 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
8. 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
23. 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).
38. 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.
39. 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.
54. STUDIO
3 on planning team, 3 on screens team
Deliverables: 4 slides
Time: 30 minutes
1. Pitch
2. Empathy map
3. Plan for rollout (what you are doing, and when, & how)
4. Key Screens
When I joined Linkedin, many people said “huh, that’s interesting.” Many did not know why I’d join a resume site.
When I joined Myspace, they said good luck. It looked hard, but possible.
When I joined Zynga they all congratulated me on landing in one of the hottest spots in the valley.
I’ve learned to say “We’ll see.”
But one thing I did learn