Originally presented at UXLX in Lisbon. Description: Have you heard this in your organization? “Users hate change” Usually it’s right before a major release, prepping for the coming storm, or right after a release when the customer service is screaming about all the screaming they are hearing. Or perhaps you are struggling to move customers off an old solution to a new one you’ve come up with, but adoption just won’t happen. Users can’t hate change. If users hated change, Google would have failed, and we’d be happy with Altavista. Facebook would have failed, because Friendster was enough. Paypal would have failed, because, you know, credit cards. There is a right way and a wrong way to introduce change to your userbase, and sadly the bully-tactics of facebook and Apple have become the norm. But if you are a small company, you can’t afford to impose change sloppily on your userbase. You need to get it right. In this workshop we will cover: The psychology of change, and why users resist it Change strategies: band-aid removal systems Messaging change to emphasize value Onboarding users to a changed experience The power of progress to internalize value Design for change This workshop will be highly interactive, with exercises and discussions so we can focus on your goals and needs as you introduce new products and revamp the old. Intended Audience: Designers & Product Managers seeking to launch redesigns, new features, or new products into existing markets.

1. DESIGNING FOR CHANGE

2. I’ve introduced a lot of
change
• Adopt new events app
• Change search behavior
• Keep photos online
• Leave Facebook to play
games
• Redesign profiles

3. CHANGE
When is it awesome? When does it suck?

4. Tripit
Imaginary project
Goal: 1. increase engagement, measured in
DAU 2. increase revenue
Plan: Add hotel booking from inside app,
via Booking.com integration
Project pressures: BD closed deal with
Lonely Planet, wants to integrate “tips”
Head of Design wants to do a “refresh” of
the look

5. • Redesign
these two
pages

6. HELL AND HEAVEN
3 min silent listing of what you hate about travel
3 min silent listing of what you love about travel
15 min affinity map

7. WHY WE HATE CHANGE
And why we love it

8. LOSS AVERSION
“If a man can write a better book, preach a better sermon, or make
a better mousetrap than his neighbor, though he build his
house in the woods, the world will make a beaten path to
his door.” Ralph Waldo Emerson was mistaken

10. EVALUATE PERCEIVED VALUE
EVALUATE RELATIVE TO WHAT
THEY KNOW

11. The IKEA Effect

12. LOSS OF CONTROL

13. HTTP://INTERACTION14.IXDA.ORG/PROGRAM/
SATURDAY/401-THE-SHOCK-OF-THE-NEW

14. MINE YOURS
When does a website stop being perceived as belonging solely to the company?

15. MUSCLE MEMORY &
COGNITIVE LOAD

16. From Serious Pony’s Blog
“Your App Makes Me Fat”
http://seriouspony.com/blo
g/2013/7/24/your-app-
makes-me-fat

17. From Serious Pony’s Blog
“Your App Makes Me Fat”
http://seriouspony.com/blo
g/2013/7/24/your-app-
makes-me-fat

21. QUESTION: SHOULD YOU EVEN
MAKE A CHANGE?

22. EMPATHY MAP
20 minutes

23. ELEVATOR PITCH
10 Minutes
For (target customer) who has (customer need), (product
name) is a (market category) that (one key benefit). Unlike
(competition), the product (unique differentiator).

24. BREAK
Resume at 11

25. PLANNING FOR CHANGE

26. HEAD HEART HANDS
ABC; Affective, behavioral, cognitive

27. HEAD: DIRECT THE RIDER
Bright Spots
Script the moves
Point to the destination

28. POINT TO THE DESTINATION
An intellectual argument

29. FOLLOW THE BRIGHT SPOTS
Earlyvangelists

31. SCRIPT THE KEY MOVES
Plan to teach

32. New!
Easier to
scan
through
your
tweets!
Looking
for replies?
Here they
are.
First I thought twitter was
broken… where was my reply?
Would have it killed them to
tell me they rearranged
everything?

37. TIP:
JUST IN TIME
INFORMATION BEATS
ANY BORING
TUTORIAL!

38. In this clip from Indie Game: The Movie
(http://www.indiegamethemovie.com/), Edmund McMillen, co-designer of
Super Meat Boy, explains some key principles of game design.

39. In this clip from Indie Game: The Movie
(http://www.indiegamethemovie.com/), Edmund McMillen, co-designer of
Super Meat Boy, explains some key principles of game design.

40. To play Dance Central, you have to learn the moves

41. They make the learning into a game too– if you can
decode the picture, you can get a diamond and skip the
practice

42. HEART: FIND THE FEELING
Motivate The Elephant
Shrink the Change
Growth Mindset

43. MOTIVATE
Emotional Appeal

45. GROWTH MINDSET

47. SHRINK THE CHANGE

48. HANDS: SHAPE THE PATH
Build on old habits
Tweak the Environment
Rally the herd

49. BUILD ON OLD HABITS

50. TWEAK THE ENVIRONMENT

52. RALLY THE HERD

54. STUDIO
3 on planning team, 3 on screens team
Deliverables: 4 slides
Time: 30 minutes
1. Pitch
2. Empathy map
3. Plan for rollout (what you are doing, and when, & how)
4. Key Screens

55. PRESENT

56. Q&A
Turn and face the strange