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Human Factors in Innovation:
Designing for Adoption
UX Brighton 2012
Jim Kalbach
Jim Kalbach @jameskalbach
Principal UX Designer Citrix
LIS Degree Rutgers University
“I've come to a
disconcerting conclusion:
design research is …
essentially useless when it
comes to new, innovative
breakthroughs…[which] are
invariably driven by the
development of new
technologies.”DON NORMAN (2009) “Technology First, Needs Last” http://jnd.org/dn.mss/technology_first_needs_last.html
“Edison realized that by
understanding customer needs
first, he could invent useful
products
more efficiently than he could
otherwise. ….Edison’s trained
teams visited
people in their homes and
watched
how they used their
current lighting products.”
SARAH MILLER CALDICOTT, (2009)“Ideas first or needs-first: What would
Edison say?” THOMAS EDISON
Where does innovation start?
#1 The impetus for
innovation has no start
point: it’s an iteration
between technology
and needs.
Better mouse trap
Invention InnovationIdea
#2 The end point of
innovation always lies
with users: the
ultimate goal is
adoption.
Technology
Communication Channels
PR
COST
Perceived Attributes
User Attitudes
Adoption of
Innovation
User Attitudes
Perceived Attributes
1. Perceived
Attributes
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?
Perceived Attributes Segway
1. Relative AdvantageIs it better?
2. CompatibilityDoes it fit in?
3. ComplexityIs it understandable?
4. TrialabilityCan it be tested?
5. ObservabilityWhat does it look like?
Perceived Attributes Twine
1. Relative AdvantageIs it better? Not clear that it’s better
than Google.
2. CompatibilityDoes it fit in? Maybe some privacy issues
but otherwise compatible.
3. ComplexityIs it understandable? What the heck is a
“Twine“?
4. TrialabilityCan it be tested? No problem here
5. ObservabilityWhat does it look like? What’s going on? What
just happened?
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
2. User Attitudes
Techies‘Let‘s
try it out‘
Visionaries‘Be first‘
Conservatives‘Prove it‘
Pragmatists‘Stick withthe crowd‘
Sceptics‘I doubt it‘
Uncertainty drives attitude toward adoption
It turns out our attitude
toward technology
adoption becomes
significant…any time we
are introduced to
products that require us
to change our current
mode of behaviour.
#3 UX reduces the risk of
non-adoption and
accelerates the rate of
adoption.
MICHAEL SCHRAGE (2012)
Who Do You Want Your Customers To Become?
“Innovations failing to provide
good user experiences find
difficulty succeeding,
no matter what their price…
The better the customer
experience, the better the
odds for innovation success.”
“Reducing your adoption risk,
it turns out, comes back to
understanding the underlying
motivations of the people you
serve.”
#4 Good UX is good
business: it is
essential for
innovation and for
growth.
The impetus for innovation has no start point: it’s an iteration between technology and needs.
The end point of innovation always lies with users: the ultimate goal is adoption.
UX reduces the risk of non-adoption and accelerates the rate of adoption.
Good UX is good business: it is essential for innovation and for growth.
#1
#2
#3
#4
Thank You
Jim.Kalbach@gmail.com
@jameskalbach
www.experiencinginformation.com
Visit my workshop at UX London, 10-12 April 2013http://www.uxlondon.com/