Year of the Goat Munich - Alissia Iljaitsch & Dr. Priya E. Abraham - Vectorform & LearningSigns - Digital anthropology and the connected universe

1. YOTG 15 DigitalAnthropology @vectorform @ailjaitsch @cyberconnecting#IoT #Gamification #HMI #UX
Presented By:
EthnographicalUser Studies & Gamification Mechanics
Digital anthropology
in the connected
universe
Alissia Iljaitsch | Executive Director EMEA
Dr. Priya E. Abraham | Digital Anthropologist

2. YOTG 15 DigitalAnthropology @vectorform @ailjaitsch @cyberconnecting#IoT #Gamification #HMI #UX
ABOUT VECTORFORM
Vectorform invents digital products and experiences.

3. YOTG 15 DigitalAnthropology @vectorform @ailjaitsch @cyberconnecting#IoT #Gamification #HMI #UX
ABOUT VECTORFORM
Vectorform’s work spans mobile, video
game, desktop, online, in-vehicle, and
next-generation platforms. Our award-
winning expertise in creating cross-
platform interactive experiences and
our reputation as a tenacious,
outcome-oriented partner is
unmatched.
+ Founded in 1999 in Detroit, MI
+ Owned and operated by managing
partners Jason Vazzano, Kurt
Steckling, and Karl Steckling
+ Global offices in Seattle, Detroit,
New York, Munich, and Hyderabad
+ 100+ employees

4. YOTG 15 DigitalAnthropology @vectorform @ailjaitsch @cyberconnecting#IoT #Gamification #HMI #UX
Alissia Iljaitsch
Dipl. Kauffrau – Innovation Management & Media Law
Executive Director EMEA | Vectorform

5. YOTG 15 DigitalAnthropology @vectorform @ailjaitsch @cyberconnecting#IoT #Gamification #HMI #UX
Dr. Priya E. Abraham
MA - Cultural Anthropology
MBA – Executive
PHD – Business Anthropology
Digital Anthropologist | Vectorform

6. YOTG 15 DigitalAnthropology @vectorform @ailjaitsch @cyberconnecting#IoT #Gamification #HMI #UX
POSITIONING
User Experience Evolution | Before and After

7. YOTG 15 DigitalAnthropology @vectorform @ailjaitsch @cyberconnecting#IoT #Gamification #HMI #UX
UX Project Lifespan
Discover
Goals
Needs
Strategy
Test & Create
Development
Testing
Distribution
Support
Concept & Prioritize
Concept
Process
UX / UI / Design
Technology / Innovation

8. YOTG 15 DigitalAnthropology @vectorform @ailjaitsch @cyberconnecting#IoT #Gamification #HMI #UX
IDENTIFYING THE NEED FOR USER-CENTRIC
DESIGN
User Experience (UX) and User-Centric
Design (UCD) is the study of empathy.
Being able to place ourselves in the
stakeholder’sposition allows us to
anticipant their frustrations, needs,
goals and expectations.
Digital Anthropology Approach
context of use
motivation
empathyfrustrations
expectations

9. YOTG 15 DigitalAnthropology @vectorform @ailjaitsch @cyberconnecting#IoT #Gamification #HMI #UX
DTE Insight
Know Your Own Power.

10. YOTG 15 DigitalAnthropology @vectorform @ailjaitsch @cyberconnecting#IoT #Gamification #HMI #UX
Research Methods
Cognitive Science Focus Groups

11. YOTG 15 DigitalAnthropology @vectorform @ailjaitsch @cyberconnecting#IoT #Gamification #HMI #UX
We began our initial pilot test of
real-time data with a small set
of users for about 1 month.

12. YOTG 15 DigitalAnthropology @vectorform @ailjaitsch @cyberconnecting#IoT #Gamification #HMI #UX
I’d rather dig a ditch than
play a game, because I can
see what I did was real.
Art,71
“
” ”
“
”
“
“
”
“
”
If I want to play
a game I’ll just
play Angry Birds.
Nate,25
DTE Energy
means serious.
Nicole,43
I don’t want
people knowing
my energy use.
Debbie,39
I would probably
constantly lose and
feel like a failure.
Joan,48

13. YOTG 15 DigitalAnthropology @vectorform @ailjaitsch @cyberconnecting#IoT #Gamification #HMI #UX
GAMIFICATION
Reducing Customer Energy Consumption
DTE and Vectorform’sgoal was to reduce customers
energy consumption and maintain that reduction
long-term.
Before gamified componentswere accessible within
the experience, results showed that after one month
of use only 30% of users were regularly active. Users
were not engagingin their community or challenges
DTE Energy

14. YOTG 15 DigitalAnthropology @vectorform @ailjaitsch @cyberconnecting#IoT #Gamification #HMI #UX
3 Biggest Improvements to Engagement
Dynamic Coaching SocialChallenges

15. YOTG 15 DigitalAnthropology @vectorform @ailjaitsch @cyberconnecting#IoT #Gamification #HMI #UX
GAMIFICATION
Statistics and Results
Gamification elementseliminate the linear slope of lost
engagement,and brings users back to the application on
a daily basis.
After 30 days…
DTE Gamification
(n=150) (n=1500) (n=1500) (n=1500)

16. Within 9 Months:
OVER 45,000
UNIQUE DOWNLOADS
USER RETENTION
RATE
65%

17. YOTG 15 DigitalAnthropology @vectorform @ailjaitsch @cyberconnecting#IoT #Gamification #HMI #UX
Tools and Methods
Methods, Purpose and Objective

18. YOTG 15 DigitalAnthropology @vectorform @ailjaitsch @cyberconnecting#IoT #Gamification #HMI #UX
EXAMPLE OF AN ANTHROPOLOGY TOOLBOX
Source: Abraham 2015: 48

19. YOTG 15 DigitalAnthropology @vectorform @ailjaitsch @cyberconnecting#IoT #Gamification #HMI #UX
Cyberconnecting
The Origins of Digital Anthropology

20. YOTG 15 DigitalAnthropology @vectorform @ailjaitsch @cyberconnecting#IoT #Gamification #HMI #UX
CYBERCONNECTING
+ Understand the user’s sense of the world through true immersion.
+ Identify discrepancies between what people say they do and what
they actually do.
+ Valuablein different contexts: natural use of product, lab-based use,
decontextualized use, hybrid use.
The Truly Cyberconnected User

21. YOTG 15 DigitalAnthropology @vectorform @ailjaitsch @cyberconnecting#IoT #Gamification #HMI #UX
CYBERCONNECTING
+ The anthropology toolbox
+ The Three Lenses of Diversity
+ Multiple identity constructions and
connecting people
The Comprehensive
Summary
empathy

22. YOTG 15 DigitalAnthropology @vectorform @ailjaitsch @cyberconnecting#IoT #Gamification #HMI #UX
Let’s start the discussion.
AlissiaIljaitsch (ailjaitsch@vectorform.com)
Vectorform GmbH
Arnulfstrasse 37
80636 München
T +0049 (0) 89 856 333 91 C +0049 (0) 152 536 88 222
Thankyou.