human factors in innovation: designing for adoption

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The ultimate goal of innovation is user adoption: we want people to actually use the things we create in a way that impacts their lives. But building the better mouse trap guarantees nothing. In fact, history shows it's not the whiz-bang of technology but rather human factors that matter in the end. This is where UX designers come in. Through empathy and understanding of people's needs and perceptions, we can increase the rate of adoption and reduce the risk of non-adoption. This is good for business.

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  • 1. Human Factors in Innovation: Designing for Adoption UX Brighton 2012 Jim Kalbach
  • 2. Jim Kalbach @jameskalbach Principal UX Designer Citrix LIS Degree Rutgers University
  • 3. Ive come to a disconcerting conclusion:design research is essentially uselesswhen it comes to new, innovativebreakthroughs[which] areinvariably driven by thedevelopment of newtechnologies. DON NORMAN (2009) Technology First, Needs Last http://jnd.org/dn.mss/technology_first_needs_last.html
  • 4. Edison realized that by understanding customerneeds first, he could invent useful productsmore efficiently than he could otherwise..Edisons trained teams visitedpeople in their homes and watchedhow they used theircurrent lighting products. SARAH MILLER CALDICOTT, (2009) Ideas first or needs-first: What would Edison THOMAS EDISON
  • 5. Where does innovation start?
  • 6. #1The impetus for innovation has no start point: its aniteration between technology and needs.
  • 7. Better mouse trap
  • 8. Idea Invention Innovation
  • 9. #2The end point of innovation always lies with users: the ultimate goal is adoption.
  • 10. Communication ChannelsCOST User Attitudes Adoption of InnovationTechnology PR Perceived Attributes Attributes
  • 11. 1. Perceived Attributes
  • 12. Perceived Attributes1. Relative Advantage Is it better?2. Compatibility Does it fit in?3. Complexity Is it understandable?4. Trialability Can it be tested?5. Observability What does it look like?
  • 13. Perceived Attributes Segway 1. Relative Advantage Is it better? 2. Compatibility Does it fit in? 3. ComplexityIs it understandable? 4. Trialability Can it be tested? 5. ObservabilityWhat does it look like?
  • 14. Perceived Attributes Twine 1. Relative Advantage Not clear that its better than Is it better? Google. 2. Compatibility Maybe some privacy issues but Does it fit in? otherwise compatible. 3. ComplexityIs it understandable? What the heck is a Twine? 4. Trialability Can it be tested? No problem here 5. Observability Whats going on? What justWhat does it look like? happened?
  • 15. Perceived Attributes UX Techniques 1. Relative Advantage UX Strategy, Concept Maps 2. Compatibility Ethnography, Mental Models, Scenarios 3. Complexity Usability, Interaction Design 4. Trialability Affordances, Persuasive Design 5. Observability Visual Design, Information Scent
  • 16. 2. User Attitudes
  • 17. Pragmatists Stick with Conservatives the crowd Prove it Visionaries Be first Sceptics Techies I doubt it Letstry it out Uncertainty drives attitude toward adoption
  • 18. It turns out our attitude towardtechnology adoption becomessignificantany time we areintroduced to products thatrequire us to change ourcurrent mode of behaviour.
  • 19. #3UX reduces the risk of non-adoption and accelerates the rate of adoption.
  • 20. Innovations failing to provide good userexperiences find difficulty succeeding,no matter what their priceThe better the customerexperience, the better theodds for innovation success.MICHAEL SCHRAGE (2012)Who Do You Want Your Customers To Become?
  • 21. Reducing your adoption risk, it turns out, comes back to understanding the underlyingmotivations of the people you serve.
  • 22. #4Good UX is good business:it is essential for innovation and for growth.
  • 23. #1 The impetus for innovation has no start point: its an iteration between technology and needs.#2 The end point of innovation always lies with users: the ultimate goal is adoption.#3 UX reduces the risk of non-adoption and accelerates the rate of adoption.#4 Good UX is good business: it is essential for innovation and for growth.
  • 24. Thank You Jim.Kalbach@gmail.com @jameskalbach www.experiencinginformation.comVisit my workshop at UX London, 10-12 April 2013 http://www.uxlondon.com/

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