1 interactivity and product information theory and practice of interactive media com 597 fall term...
TRANSCRIPT
1
Interactivity and Product Information
Theory and Practice of Interactive Media COM 597 Fall Term 2004Kathy Gill
Don MooersDecember 7, 2004
2
Agenda
Introduction Theories Application Recommendations Conclusion
Introduction Theories Application Recommendations Conclusion
3
Marketplace
Increasing number of consumer electronics products New technologies & decreasing cost of certain technologies
Increasing consumer access to rich electronic media sources Increasing penetration of broadband internet connections Increasing penetration of PCs
Increasing complexity of consumer electronics – e.g. large number of features and functions in a single device
Combination of these factors merits seeking better methods of communicating with consumers of consumer electronics products Potential for improved customer experience through the use of
interactive product documentation
Introduction Theories Application Recommendations Conclusion
4
Marketplace
"Over the last five to seven years, there has been a fairly dramatic increase in the number of features, functions and benefits of many products, and as that complexity has increased, the propensity of consumers to sit down and wade through care guides and product manuals has exponentially decreased."
– Charles Jones, vice president of global consumer design for Whirlpool Corp, May 2002
Introduction Theories Application Recommendations Conclusion
5
U.S. Technology Adoption
EOY 2004 – U.S. 108 M Households 85 M w/ DVD Players 73 M w/ Personal Computers 72 M Internet Connected 27 M Broadband Connected
Introduction Theories Application Recommendations Conclusion
6
U.S. Technology Adoption
Broadband – many activities including 30%+ Educational
Introduction Theories Application Recommendations Conclusion
7
Uses and Gratifications Theory
Most communication research up to this point was directed at the question of, "What do media do to people?." Katz suggested asking the question, "What do people do with media?"
The choices which people make are motivated by the desire to satisfy (or 'gratify') a range of needs. The uses and gratifications approach is concerned with identifying how people use the media to gratify their needs.
Generally, the needs which audiences seek to gratify are: Personal identity Personal relationships Diversion Surveillance
Introduction Theories Application Recommendations Conclusion
Surveillance includes gratification through learning
8
Uses and Gratifications Theory
Uses and Gratifications theory predicts media effectiveness is based on three key elements:
1. Ability to Entertain (+)
2. Ability to Inform (+)
3. Propensity to Irritate (-)
Introduction Theories Application Recommendations Conclusion
9
Minimalist Theory
Minimize the extent to which instructional materials obstruct learning
Focus the design on activities that support learner-directed activity and accomplishment.
The theory suggests that:1. All learning tasks should be meaningful and self-contained2. Learners should be given realistic projects as quickly as
possible3. Instruction should permit self-directed reasoning and
improvising 4. Training materials and activities should provide for error
recognition and recovery5. There should be a close linkage between the training and
actual system or device
Introduction Theories Application Recommendations Conclusion
10
Minimalist Theory
How to use a word processor. The training materials involved a set of 25 cards to replace a 94 page manual.
Each card corresponded to a meaningful task, was self-contained and included error recognition/recovery information for that task.
The information provided on the cards was not complete, step-by-step specifications but only the key ideas or hints about what to do.
Users learned the task in about half the time with the cards, supporting the effectiveness of the minimalist design.
Introduction Theories Application Recommendations Conclusion
vs. Product
Manuals
TrainingCards
11
Interactivity a la Crawford
Introduction Theories Application Recommendations Conclusion
SpeakingSpeaking
ThinkingThinking
ListeningListening
Playing
Visual and auditory
Language of interaction
Algorithms
Engage the user!
12
Product Information Learning Tools
Introduction Theories Application Recommendations Conclusion
Product manual (Paper) Quick Start Guide (Paper) Blogs On-Device Labels Product Manual (Electronic) On-device Guide Interactive Voice Response (IVR) Product Simulator (Electronic) Online mediated classes Webcasts Forums 1-to-Many Live Phone Support Chat 1:1 Instant Messaging E-mail Face-to-Face Instruction
Interactive Product Guide Online Tutorial Live Support Online Manual/Simulator
13
Consumer Technology Adoption
Introduction Theories Application Recommendations Conclusion
Selecting candidates for on-line interactive manuals – example criteria (broadband at home):
Home Network 59% PDA 45% Portable MP3 Player 50%
0% 20% 40% 60% 80%
TiVo, Replay
Projection TV
Portable MP3 Player
Digital Video Camcorder
DVD Recorder
Web-enabled Mobile Phone
Digital TV
PDA
Home Network
Laptop Computer
Digital Still Camera
Handheld Videogame
Surround-sound Stereo
Videogame Console
Non-digital Camcorder
DVD Player
Mobile Phone
Desktop Computer
2003
2002
Source: Forrester 08/04
14
Combinations of Learning Tools are Key
Electronic product information should be supplied for certain classes of consumer electronic products.
Best candidates have the ability to access the electronic product information either from the device or in common use scenarios. Home networking products – rich internet content Digital camera – on device as well as on computer (sync)
Electronic product information should supplement or be supplemented by paper product information (e.g. quick start guide)
Multiple channels of communication to meet users needs may have a positive impact on the bottom line.
Introduction Theories Application Recommendations Conclusion
15
Help the Customer Learn
Learning meets (gratifies) a basic need of consumer electronics buyers.
Interactive (and entertaining) product information is more likely to engage the customer (keep them active enough to learn). Play.
Develop and deploy learning tools with context in mind (e.g. in the field vs. desktop)
Minimalist theme Self directed and rewarding Error recognition and recovery
Introduction Theories Application Recommendations Conclusion