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Guiding the way to living greener - how psychology helped IA for a new government website

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Ben Crothers
Ben Crothers

Government websites are breaking away from the dense and impenetrable text-laden internally-focused patterns of old and embracing user-centred design. Even so, they can face big challenges when it comes to communicating government content and agendas. How can they push large amounts of information in light, easy-to-digest ways? This session will demonstrate how personas, information architecture and user interface design tackled these issues in the newly released government website www.livinggreener.gov.au. Find out how applying psychological principles contributed to an approach that treated people holistically, putting not only them but their individual life experience and situations at the centre of their online experience. It will also show how a regular approach of lining up information into topical categories wasn’t enough; a ‘concierge’ guide-style model was conceived to cater for people of all levels of ‘green’ knowledge to move them on a journey through to action.

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Guiding the way to living greener: how psychology helped IA for a new government website Oz IA 2009 | Ben Crothers, PTG Global
What do these 3 have in common? Cate Blanchett Leonardo DiCaprio Morgan Freeman
What do these 3 have in common? Cate Blanchett Has a solar-powered house Leonardo DiCaprio Lives in an eco-apartment Morgan Freeman Drives a hybrid car
The point? ,[object Object],[object Object]
Outline ,[object Object],[object Object],[object Object],[object Object]
About me ,[object Object],[object Object],[object Object],[object Object],[object Object]
The brief ,[object Object],[object Object],[object Object],[object Object]
The purpose ,[object Object],[object Object],[object Object]
We could have done this... ,[object Object],[object Object],[object Object],[object Object],[object Object]
IA the City Slickers way Barry can pick out the exact right flavor of ice cream to follow any meal. Go ahead. Challenge him. Challenge him? Go on. Franks and beans. Scoop of chocolate, scoop of vanilla. Don't waste my time. Come on. Push me. Grilled? I’m with you. Sea bass. Sautéed. Potatoes au gratin. Asparagus. Rum raisin. WOOF!
...but we didn’t. ,[object Object],[object Object],[object Object],[object Object]
People are not use cases ,[object Object],[object Object],Reference : Mackay et al, Reconfiguring the User: Using Rapid Application Development , Social Studies of Science (2000)
Designing for real people ,[object Object],[object Object],[object Object],[object Object],[object Object]
Personas - summary Motivations and commitment 1 . Helen 2 . Alison 3 . Ryan 4 . David 5 . Enso ‘ Protecting current and future health and wellbeing’ ‘ Saving energy and water’ ‘ Great energy and water efficiency’ ‘ Living more frugally’ ‘ Saving money on energy and water’ ‘ Living more sustainably’ ‘ Reducing environmental impact’ ‘ Living greener’ ‘ Saving the planet’ ‘ Lowering carbon footprint’
Personas – detail ,[object Object],[object Object],[object Object],[object Object],[object Object],Helen Clifford COMMITTED GREENIE
Personas – detail ,[object Object],[object Object],[object Object],[object Object],[object Object],Enso Moretti NON-GREEN METRO
Designing with motivational psychology ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],Source: http://en.wikipedia.org/wiki/Abraham_Maslow Motivations and decisions
[object Object],Source: http://en.wikipedia.org/wiki/Abraham_Maslow Designing for people where they are at
Why is this important for IA? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
How IA can affect behaviour change Event Motivation for solution Positive influences Negative influences No action Action Attitudes TRIGGERS DECISION TO BE MADE AT WEBSITE POSITIVE REINFORCEMENT
Example 1: Helen and insulation Event: insulation rebate Motivation for solution Positive influences Negative influences No action Action Attitudes: Saving resources for the future; ambassador TRIGGERS POSITIVE REINFORCEMENT ,[object Object],[object Object],[object Object],[object Object],[object Object]
Example 1: IA considerations Event: insulation rebate Motivation for solution Positive influences Negative influences No action Action Attitudes: Saving resources for the future; ambassador TRIGGERS POSITIVE REINFORCEMENT ,[object Object],[object Object],[object Object],[object Object]
Example: Enso and insulation Event: insulation rebate Motivation for solution Positive influences Negative influences No action Action Attitudes: Worried about costs; keep it simple; cynical TRIGGERS POSITIVE REINFORCEMENT ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Example: IA considerations Event: insulation rebate Motivation for solution Positive influences Negative influences No action Action Attitudes: Saving resources for the future; ambassador TRIGGERS POSITIVE REINFORCEMENT ,[object Object],[object Object],[object Object],[object Object],[object Object]
Leading people on a journey ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Interaction model: the ‘concierge’ ,[object Object],[object Object],[object Object],[object Object],[object Object]
The proposed IA schema Home News Be informed Take action Rebates, grants & loans News stories Campaigns News archive Saving energy Saving water Save energy Save water Home owners Renters and landlords About this portal Contact us Search results Accessibility - Separate news stories - Separate campaign pages ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Content aggregation page Primary navigation page Secondary navigation page Reducing waste ,[object Object],[object Object],Smarter transport ,[object Object],[object Object],Reduce waste ,[object Object],[object Object],[object Object],Travel smarter ,[object Object],[object Object],[object Object],Schools ,[object Object],At home In the garden Shopping Travel
The proposed IA schema ,[object Object],[object Object],At home In the garden Shopping Travel
User interface design ,[object Object],[object Object]
User interface design
Visual design
In closing... ,[object Object],[object Object],[object Object]
Thank you ,[object Object],[object Object],[object Object],[object Object]
Thank you

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Guiding the way to living greener - how psychology helped IA for a new government website

  • 1. Guiding the way to living greener: how psychology helped IA for a new government website Oz IA 2009 | Ben Crothers, PTG Global
  • 2. What do these 3 have in common? Cate Blanchett Leonardo DiCaprio Morgan Freeman
  • 3. What do these 3 have in common? Cate Blanchett Has a solar-powered house Leonardo DiCaprio Lives in an eco-apartment Morgan Freeman Drives a hybrid car
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  • 10. IA the City Slickers way Barry can pick out the exact right flavor of ice cream to follow any meal. Go ahead. Challenge him. Challenge him? Go on. Franks and beans. Scoop of chocolate, scoop of vanilla. Don't waste my time. Come on. Push me. Grilled? I’m with you. Sea bass. Sautéed. Potatoes au gratin. Asparagus. Rum raisin. WOOF!
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  • 14. Personas - summary Motivations and commitment 1 . Helen 2 . Alison 3 . Ryan 4 . David 5 . Enso ‘ Protecting current and future health and wellbeing’ ‘ Saving energy and water’ ‘ Great energy and water efficiency’ ‘ Living more frugally’ ‘ Saving money on energy and water’ ‘ Living more sustainably’ ‘ Reducing environmental impact’ ‘ Living greener’ ‘ Saving the planet’ ‘ Lowering carbon footprint’
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  • 21. How IA can affect behaviour change Event Motivation for solution Positive influences Negative influences No action Action Attitudes TRIGGERS DECISION TO BE MADE AT WEBSITE POSITIVE REINFORCEMENT
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