digital immigration: engaging technology avoiders

Digital Immigration: Engaging Technology Avoiders

– Simon Mainwaring

“Technology is teaching us to be human again.”

To Win Over A Technology Avoider

3 Steps

Use existing cues from previous experiences

1

Bridge the Uncanny Valley by making it

more human

2

Build a familiar solution, in order to

build trust

3

?

?

What is a digital immigrant?

A brief historical survey of the digital information age

First Personal Computers

Bulletin Board Services (BBS)

Video Game Revolution

DotcomBubble

Era of AppleInternet Browsing

Era of Social Media

First Search Engines

1974 201420041984 1994

Digital Immigrants

Digital Intermediates

Digital Natives

Peak Adoption Line

1974 201420041984 1994

A brief historical survey of the digital information age

Digital Immigrants

Digital Intermediates

Digital Natives

Peak Adoption Line

A brief historical survey of the digital information age

1974 201420041984 1994

Digital Immigrants

Digital Intermediates

Digital Natives

AKA Technology Adoption Lifecycle

A brief historical survey of the digital information age

1974 201420041984 1994

Digital Immigrants

Digital Intermediates

Digital Natives

A brief historical survey of the digital information age

Name: Judith Ortega

Age: None of your business

Occupation: Retired School Teacher

Digital Immigrants

1974 2014

Digital Intermediates

Digital Natives

Digital Immigrants

197419641954

Digital Immigrants

197419641954

Not actual birth photo

2014

Digital Intermediates

Digital Natives

Translation: Remember the IESS delivers one

universal key and with it access to all our services.

Is this the type of adoption we desire?

to change avoiders into adopters

2 Ways

1 Natural Adoption

2 Forced Adoption

Once a technology avoider consciously adopts a piece of technology, the experience has already made itself

ubiquitous in society

And the avoiders are forced to use it

1. Natural Adoption 2. Forced Adoption

*Work on these names

Traversing the Uncanny Valley

– Sir Arthur C. Clarke

“Any sufficiently advanced technology is equivalent

to magic.”

un·can·ny

Peculiarly unsettling, eerie.

So keen and perceptive as to seem beyond what is normal or natural.

Technology becomes uncanny when it becomes unplugged from

human experience

http://fakeui.tumblr.com/

Doctor Who, season 2, ep 5: Rise of the Cybermen

Is that… Windows? Firefly, e11

electrifyingtimes.com

Technology adoption is built upon known interaction cues

built from our own human experience

by Miguel Oliva Márquez

by Miguel Oliva Márquez

These cues have either been adopted from previous technology

or are part of our current knowledge

Emerging Cues

Digital Immigrants

Digital Intermediates

Digital Natives

Peak Adoption Line

1974 201420041984 1994

Digital Immigrants

Digital Intermediates

Digital Natives

Peak Adoption Line

Emerging Cues

1974 201420041984 1994

Well known cues

Digital Immigrants

Digital Intermediates

Digital Natives

Peak Adoption Line

Emerging Cues

1974 201420041984 1994

Well known cues

Digital Immigrants

Digital Intermediates

Digital Natives

Peak Adoption Line

Emerging Cues

1974 201420041984 1994

Well known cues

Digital Immigrants

Digital Intermediates

Digital Natives

Peak Adoption Line

Emerging Cues

1974 201420041984 1994

cue overlap

Digital Immigrants

Digital Intermediates

Digital Natives

Peak Adoption Line

Emerging Cues

1974 201420041984 1994

cue overlap

Digital Immigrants

Digital Intermediates

Digital Natives

Peak Adoption Line

Emerging Cues

1974 201420041984 1994Cues known only to Digital Immigrants

Digital Immigrants

Digital Intermediates

Digital Natives

Peak Adoption Line

Emerging Cues

1974 201420041984 1994Cues known only to Digital Intermediates

Digital Immigrants

Digital Intermediates

Digital Natives

Peak Adoption Line

Emerging Cues

1974 201420041984 1994Cues known only to

Digital Natives

What was blocking Judith from adopting

technology?

No Cues = No Human Experience

No Barrier to Entry

The key to technology avoidance is to bridge the gap between need and trust.

And that is accomplished by making the experience as human as possible.

Digital Natives will learn to do fundamentally different things

than digital immigrants

note:

Because Natives are accustomed to fundamentally different ways of doing things,

they [also] forget the associated cues we receive

from previous technology that immigrants already have as

current knowledge

Prensky, 2001; Tapscott, 1998

“Surveys conducted by a number of university researchers show that "digital natives" appear to have surprisingly superficial understanding of new communication technologies, especially

the how and why that underlie them”

http://ccnmtl.columbia.edu/enhanced/primers/digital_natives.html

When immigrant knowledge is the cue for native technology

When technology avoiders clash with

the natives

“What technology do you regularly find yourself using today, that you promised you would never adopt in years past?

And why?”

Online Poll:

65%

– Clay Shirky

“Communications tools don’t get socially

interesting until they get technologically boring.”

3 Steps To Winning Over A Technology Avoider

• Use existing cues from previous technology

• Bridge the Uncanny Valley by making it more human

• Build a familiar solution, in order to build user trust

Thank You

Kevin Schumacher schubox.com

@schubox