design for the one little thing that changes everything
Post on 11-Aug-2014
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So much of the news about technology is that it's bad for us - it's tapping in to our worst possible selves, it makes us anxious, we get caught in a dopamine loop. We'd just be happier without it. Or would we? Maybe, just maybe, there are things that make us happy when we use a favorite website and tap into a trusted mobile app. A combination of data, little things, not-so-little things, social science, experiments, and real life uncovers some moments of truth about happy user experience, including a short list of patterns, across sites and apps, that make people happy.TRANSCRIPT
- Design For The One Little Thing That Changes Everything Pamela Pavliscak @paminthelab
- We think that Big Things Will Make Us Happy
- Credit: ThinkGeek Monkeys We seek Adventure
- We desire Fortune Credit: Fat Face & Me
- Credit: Yuko Honda We seek Perfection
- We crave Fame
- In design, we think Maybe Innovators Know Happiness
- We really Dont Know What Will Make Us Happy
- Source: Change Sciences People say this makes them happy online Not too busy Beautiful and colorful My favorite sites are easy to use It has to be simple & clean Convenience above all else
- Source: Shutterstock parallax simple authentic food cats infographics video mobile responsive clever flatbyod IoT big tiles typography Designers think maybe this (for now)
- We sometimes Dont Remember What Made Us Happy
- Source: Giles Colborne ModCloth something dresses something tchotchkes awesome retro fashion pic unknown Draw your favorite site from memory
- Credit: Github Shop We remember where we focus Attention
- We remember the Feeling
- Rated Better Than Other Sites Source: Change Sciences HappinessRatingAfterUse Amazon Expedia CBS WebMD Ally Aetna Healthcare.gov HGTV eHealth Chase Apple Kayak PBS Priceline Bank of America Citi Best Buy n=7000 We feel happy, we think a site is better
- Actually, Little Things Make Us Happy
- Special Treats make us happier
- Shared Moments add up to joy Credit: Todd Williamson
- Credit: Angie Hu Follow the principles Autonomy Variety Friendship Continuity Credit: Peter Haugen Little Surprises bring delight
- As in the rest of life Little Things Make Us Happy Online
- Online study 250 sites 7000 people
- Field research 450 people #pandatime
- Experiments with informed consent, of course 50 people Credit: British Airways
- meh delighted wowzahappycontent ( - - ( ( ( ( ( ! ! All the happinesses
- Not just Delight
- 1 happy moment = 5% increase in happiness rating More happy moments, more happiness Source: Change Sciences n=7450
- We are h (app) y when we feel Smart
- AUTONOMY I can do this
- Source: Change Sciences Time Success not so happy happy More time without success, less happy
- CONTROL I feel less anxious
- MASTERY Ive got this down
- There is a trick to it but now that I know the trick, I tell everyone. -M, Boomer, Wired
- Source: Change Sciences EaseofUseCombinedScore 65 Happiness starts here Without easy, there is no happy
- Design so I can be Independent
- We want to feel as if There Is a Real Person in There
- Most big companies sound like they are talking to themselves about themselves. -F, Boomer, Wired
- AUTHENTICITY It feels like a real conversation
- RESPECT You know there are boundaries
- CARE Youve got my back
- one night stand complete stranger fling secret affair enemy casual acquaintance stalker - prey guru - disciple teacher- student Source: Harvard Business Review annoying acquaintance fleeting acquaintance star -groupie dealer - addict villain-victim online friends marriage on the rocks ex-friends marriage partners love-hate best friends teammates buddies old friendscolleagues siblings neighbors former friends PRICE MARKET SHARE It doesnt have to be complicated
- Design as if we are Friends IRL Credit: Natalie Downe
- The sites that make us happy Engage All Our Senses
- + + + = Everything is amazing and no one is happy We tire of what once made us happy
- PLAY I can try things without risk
- One minute Im just playing around and the next thing I know its a credit hit. -M, Boomer, Wired
- VARIETY You surprise me a little
- CURIOSITY I always wondered
- Credit: Kris Krug No Shame
- The last thing I want is to feel bad about myself because I clicked on something. -F, Millennial, Wired
- Design for the Thrill of the New Credit: Hootsuite on Instagram
- We feel most satisfied when there is Continuity
- Help, its a trap! Its not about getting through the funnel
- CONNECTION You know there is no digital / real divide
- CURATION You help me discover myself
- Even though I know its an algorithm, somehow it feels personal and human. -M, Millennial, Influencer
- ASPIRATIONAL You speak to the better me
- I feel a little bit cooler just having been to the site, like maybe Im in on a secret. -F, GenX, Influencer
- Design for Past, Present & Future Credit: The Sherbet Patch
- When we are happy and we know it We Really Do Show It
- Source: Change Sciences A little happy--------------------------------------------------Really happy Happy people want to explore Greater happiness, greater engagement
- Source: Change Sciences Happiness Recommendations More happiness, more recommendations
- Source: Topsy + Change Sciences Happy sites 65+ social sentimentLess happy 45 social sentiment Happy feeling, happy talk
- Great happiness, greater likelihood to return Likelihood to return Source: Change Sciences HappinessRatingAfterUse Amazon Expedia WebMDChase Home Depot Delta Priceline Bank of America US Bank Best Buy Kayak CBS T Rowe Price Hotels.comUSAA Humana
- Keep finding the Little Things That Make Us Happy
- Measure Before, during & after
- weeks days hours minutes now now minutes hours days knowing smile now anticipation happy spot afterglow fond memory The Happy Experience Continuum
- Pay attention to The Small Touches
- Take the pledge Happiness First #happyfirst
- H A P P Y Practice Design Pamela Pavliscak @paminthelab ChangeSciences.com