digital immigration: engaging technology avoiders
DESCRIPTION
Presented at the Puget Sound UXPA 2014 World Usability Day Conference at The University of Washington ------------------------------------------------------------------------ I will explore the relationship between the real world and those people who are NOT Digital Natives, how we can begin to engage them, win them over, and drive technology adoption. I will explore real world stories of technology adoption and the motivations that drove it, the data behind it all, as well as suggest three areas of change in our interactions with digital immigrants in order to get a greater return on usability results, and research. This talk should also have wider implications on our day-to-day interactions and relationships, benefitting our professional careers and personal lives, which I will explore briefly. This talk will be an expanded hypothesis based upon already existent contextual work from the following: Berkman Center for Internet and Society - Harvard University http://cyber.law.harvard.edu/research/youthandmedia/digitalnatives (Azzia Walker, B.A.(Digital Native) & Ofer Zur, Ph.D.(Digital Immigrant)): http://www.zurinstitute.com/digital_divide.htmlTRANSCRIPT
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
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
