Design For The One Little Thing That Changes Everything

Download 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

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