1.
DESIGNING FOR CHANGE
@CWODTKE | WWW.ELEGANTHACK.COM

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.
Jack gets upgraded to ios 7

4.
It’s safer in the
Cloud
It’s safer on my
machine

5.
It’s better than
Google
It doesn’t work
like Google

6.
It’s up to date
It’s wrong

7.
It’s ours
It’s mine

8.
CHANGE
When is it awesome? When does it suck?

9.
HELL AND HEAVEN
3 min silent listing of what you hate about travel
3 min silent listing of what you love about travel
5 min affinity map

10.
THE PROJECT
Tripit adds bookings

11.
What is Trip it? (1:30 minute)

12.
Tripit
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. Thinks
the design is outdated.

13.
Redesign these
two pages to
include bookings

14.
WHY WE LOVE CHANGE
By we I mean companies

15.
DESIGNERS LOVE NEW!
We’re bored. We see it every day. Do our users?

16.
THE TESTING SAID IT WAS BETTER
Do we test all aspects of the product? How much better?
I don’t care if it’s
better. I hate it.

17.
IF I DON’T SHIP IMPROVEMENTS, HOW CAN
WE COMPETE?

18.
WHY WE HATE CHANGE
By we I mean users

19.
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

20.
Eager Sellers and Stony Buyers: Understanding the Psychology of New-Product Adoption
John T. Gourville
FROM THE JUNE 2006 ISSUE OF HBR

21.
EVALUATE PERCEIVED VALUE
EVALUATE RELATIVE TO WHAT THEY KNOW
User mindset

22.
@cwodtke | www.eleganthack.com
The IKEA Effect

23.
LOSS OF CONTROL

24.
HTTP://INTERACTION14.IXDA.ORG/PROGRAM/S
ATURDAY/401-THE-SHOCK-OF-THE-NEW

25.
MINE YOURS
When does a website stop being perceived as belonging solely to the company?

26.
MUSCLE MEMORY &
COGNITIVE LOAD
Our hands are mad at your company

27.
From Serious Pony’s Blog
“Your App Makes Me Fat”
http://seriouspony.com/blo
g/2013/7/24/your-app-
makes-me-fat

28.
From Serious Pony’s Blog
“Your App Makes Me Fat”
http://seriouspony.com/blo
g/2013/7/24/your-app-
makes-me-fat

29.
Eager Sellers and Stony Buyers: Understanding the Psychology of New-Product Adoption
John T. Gourville

30.
Sure
Failure
Easy Sells
Long Hauls
Smash Hit
Degree of
Behavior
Change
Change in Perceived Value
Adapted from Eager Sellers, Stoney Buyers

31.
Sure
Failure

32.
QUESTION: SHOULD YOU EVEN MAKE A
CHANGE?
Is it 9x better?

33.
EMPATHY MAP Understand the mindset

34.
ELEVATOR PITCH
2 Minutes
For (target customer) who has
(customer need), (product name) is
a (market category) that (the 9x
benefit).
Unlike (current solution), the
product (unique value).

35.
PLANNING FOR CHANGE

36.
HEAD HEART HANDS
ABC; Affective, behavioral, cognitive

37.
HEAD: DIRECT THE RIDER
Bright Spots
Script the moves
Point to the destination

38.
EXPRESS VALUE IN USER TERMS
Point to the destination: The intellectual argument

39.
FOLLOW THE BRIGHT SPOTS
Earlyvangelists

40.
WRITE DOWN 20 BENEFITS
Freelisting, silent, 3 minutes

41.
SCRIPT THE KEY MOVES
Plan to teach

42.
DON’T DO THIS
Don’t make people memorize the changes

43.
EPIC STORY
Help your users be heroes

44.
Hero’s Journey
1. A character is in
a zone of comfort
3. They enter an
unfamiliar situation
3 Adapt to it
4. Get what they
wanted
5. Pay a heavy
price for it
6. Then return to
their familiar
situation
7. Having
changed. 2. But they want
something

45.
User’s Journey
1. A USER is in a
zone of comfort
3. They enter an
unfamiliar situation
3 Struggle to get it
4. Initial success
5. Greater
challenges
6. Increased
competence and
skills in old jobs
7. Having changed…
for the better. 2. But they want
something

46.
Journey of adoption
• Goal
• Motivation
• Inciting incident
• Conflict

47.
STORY + ENGAGEMENT STYLE

48.
Richard Bartle http://www.mud.co.uk/richard/hcds.htm Drawing: Frank Caron
http://frankcaron.com

49.
4 Key Engagement Styles in Social Gaming
Compete
CollaborateExplore
Express
Amy Jo Kim amyjokim.com @amyjokim

50.
Satisficers
Self-discoveryOptimizers
Socializers
Amazon?

51.
Ambitious Reluctants
Early Adopters?
Goal: I’m going to make something spectacular
Motivation: “I’m an artist. Really”
Inciting Incident: Article
Conflict: I want to get making, not learning.
Goal: Learn just enough
Motivation: “I don’t want to look stupid”
Inciting Incident: Feature they were missing
Conflict: You moved everything! It’s hard!
Who else? Who else?
Goal:
Motivation:
Inciting Incident:
Conflict:
Goal:
Motivation:
Inciting Incident:
Conflict:

52.
Now you- pick a user
• Goal: What do they want to accomplish?
• Motivation: Why? (stakes- emotional, social)
• Inciting Incident: What makes them choose change?
• Conflict: what gets in their way?

53.
1. CLEAR GOALS
And regular check points.
Levels as chapters. Levels as rewards.

54.
Goals in games
• Outwit
• Solution
• Exploration
• Construction
• Forbidden act
• Rescue or Escape
• Alignment
• Race
• Chase
• Capture

55.
Capture
Strategery:
Capture enemy
Territory

56.
Race
Tiny Wings:
Go farther
faster

57.
Alignment: Dots & Bejeweled
Match three or more

58.
Canva uses
puzzles and
construction,
native to the
app

59.
No Tutorials!
Tutorials!
Scaffolded
play!

60.
PICK 5 KEY PLACES WHERE YOU NEED TO
HOLD CUSTOMER’S HAND
3 minutes, silent

61.
HEART: FIND THE FEELING
Motivate The Elephant
Shrink the Change
Growth Mindset

62.
MOTIVATE
Emotional Appeal

63.
FIND THE FEELING

64.
GROWTH MINDSET: I AM BETTER
“How important is it to
you to be a voter in
tomorrow’s election?”
versus
“How important is it to
you to vote in
tomorrow’s election?”
Walton, Gregory and Banaji, Mahzarin, Being what you say: the effect of essentialist linguistic labels on
preferences, Social Cognition, Vol. 22, No. 2, 2004, pp. 193-213.
+11%

65.
SHRINK THE CHANGE

66.
WRITE DOWN THE EMOTIONAL PAYOFF
2 minutes, How am I making my user a superhero?

67.
AFFINITY GROUPING
10 minutes

68.
HANDS: SHAPE THE PATH
Build on old habits
Tweak the Environment
Rally the herd

69.
Tiny Habits
1. Make change tiny
2. Place it in an existing routine
3. Train the cycle daily
BJ Fogg, PhD
Director, Persuasive Tech Lab
Stanford University

70.
BUILD ON OLD HABITS

71.
TWEAK THE ENVIRONMENT

72.
STUDIO
Deliverables: Plan and Key screens (landing and trip page)
Time: 30 minutes
1. Plan for rollout (what you are doing, and when, & how)
2. Key Screens

73.
Tripit
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

74.
Redesign these two
pages
INTRODUCING
CHANGE!

75.
Check list
• What is the promise of this change?
• Where do you introduce it?
• How? (hints, tutorials, opt in, invite only?)
• To how many people?
• What is your exit criteria to introduce it to more people?
• Where can people find help if they need it?

76.
RALLY THE HERD

77.
OLD HABITS, ENVIRONMENT, SOCIAL
Take two minutes to note what can be managed

78.
PRESENT
WHAT CHANGED? HOW WILL YOU INTRODUCE IT?
5 minutes a team

79.
1. WHAT IS GOING TO CHANGE?
2. WHO WILL LOSE WHAT?
3. HOW WILL YOUR INTRODUCE THE
CHANGE?
4. WHAT IS YOUR STRATEGY FOR
RESISTANCE?
ASK YOURSELF

80.
MAKE 9X VALUABLE CHANGE
EXPLAIN IT FROM THE USER’S VIEW
GUIDE THE USER THROUGH THOSE CHANGES

81.
CHRISTINA WODTKE
ELEGANTHACK.COM
@CWODTKE

82.
Q&A
Turn and face the strange