action design dc: livingsocial's increasing focus on behavioral change
DESCRIPTION
This presentation was part of the Action Design DC Meetup on January 15th, 2013 . Scott Stroud, Director of User Experience for LivingSocial, and Liz Odar, LivingSocial's Manager of User Research, describe LivingSocial’s ongoing research and product development around people's daily behavior. The presentation gives an overview of LivingSocial’s UX work in understanding how existing common behaviors can be channeled effectively and how new, helpful patterns can be influenced and encouraged.TRANSCRIPT
LivingSocial’s increasing focus on behavioral change
action design dc • january 15, 2013
scott stroud & liz odar
daily dealsescapes
fun & eventsshop
takeout & delivery
what is action design?
design to influence behavior
(behavior = a range of actions)
action design at LivingSocial
user research
what is user research?
“Providing insights into product users, their perspectives, and their abilities to the right people at the right time.”
Tomer SharonUX Research, Google
common questions
• what are users looking for?
• what do they care about?
• can they use this thing?
• why are they doing X?
• why are they not doing Y?
Contextual Inquiry
Usability tests
Diary Studies
Customer Service Shadowing
Un-moderated tests
research methods
lab
tools we use
recruit livingsocial.com/research
screen share
record Silverback
other
diary studies
Smart Phone designed by Stefan Bumbeck from The Noun Project!List designed by Jose Manuel Rodriguez from The Noun Project!
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Higher Participation Rate Easier for Participants Easier for Researchers
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a new user research tool
current process
» hypothesis » research» analyze» report » design» launch» measure
➜
we need a better framework to help user research
influence design
example: the redemption
problem
+
+
• flood of consumers at the beginning and end of redemption period
• consumers ask for refunds if they can’t get in before expiration
• merchants are overwhelmed by spikes
• merchants want returning, loyal customers
the problem
identify KPIs(key performance
indicators)
+
• reduce refunds by x %
• increase voucher redemptions by x%
• even out distribution over redemption period
• increase customer & merchant satisfaction
KPIs
identify goals, behaviors, & motivations
of each persona
consumers merchants
+
• don’t waste money
• find the merchant’s location
• have a good experience
user goals
given what we know about goals & KPIs,
what actions do we want to encourage?
or stop?
+
• use voucher early, but not during a spike
• find merchant without hassle
• give voucher as a gift to someone else
• redeem for paid value if expired
desired actions
how do we change behavior?
(first, understand what makes a behavior happen)
the behavior modelbj fogg (stanford university)
at the same moment
behaviors
motivations
abilities
triggers
=
core motivatorspleasure
hope
social acceptance
pain
fear
rejection
+
pleasure of experiencing the restaurant, spa, etc.
pleasure of checking it off to-do list
social acceptance of <going to a restaurant> with
someone special or a group
hope of finding a new favorite spot
fear of wasting money if I don’t redeem
motivatorswhat motivates me to redeem?
+
hope that the merchant won’t be slammed
social acceptance by the merchant when they are free to spend more time with you
fear that I’ll forget if I wait any longer
motivators... at a time that’s good for me and good for the merchant?
+
nothing (I forgot)
fear of not having someone to go with (see also: rejection)
fear of being part of the last-minute rush
fear of my own dissatisfaction
motivatorswhat motivates me to let a deal expire?
abilities(time/money, willingness, brain power,
social friction)
+
understanding how vouchers work, when they expire, and where to find the ones I own
knowing where the merchant is located and how to contact them if needed
knowing when the merchant is least busy (or vibrant)
abilitieswhat makes it simple for me to redeem at a optimal time?
triggers(do it! now.)
activation threshold(Fogg behavior model)
✔triggers succeed
✘triggers fail
motivation
ability
high
low
hard to do easy to do
choose types of triggers that match motivation and ability
types of triggers(Fogg behavior model)
signalfacilitator
motivation
ability
high
low
hard to do easy to do
spark
types of triggers(Fogg behavior model)
signalfacilitator
motivation
ability
high
low
hard to do easy to do
spark
+
memory that I own the voucher
reminder email from LivingSocial
app or site notification
mobile OS notification (e.g., apple iOS passbook push notif based on location)
triggerswhat triggers me to redeem a voucher at a good time?
behavior chains(trigger small actions first)
how do we prioritize?
1) what is the likelihood we’ll
change/create/stop the behavior?
2) if the behavior changes,
what is the relative impact to KPIs?
15 types of behavior change
(source: Fogg behavior model)
donew
behavior
dofamiliar
behaviorincrease decrease stop
one time
periodof time
from now on
find the right mix of triggers, ability, motivators
credit: flickr user rosa y dani
want to increase a behavior?
+++ motivators
make iteasier
+++ triggers
want to stop a behavior?
make itharder
remove triggersde-motivate
+design solutions
• use voucher early, but not during a spike
send reminder emails/notifications a few weeks after purchase, but stagger who gets them when
+design solutions
• find merchant without hassle
make it easy to find the merchant location (e.g., better mapping features on mobile app)
+design solutions
• give voucher as a gift to someone else
present gift options after purchase, especially in reminders
motivate with the pleasure of gift-giving
+design solutions
• redeem for paid value if expired
send reminders/notifications even after expiration explaining paid value
reissue a voucher for paid amount after expiration
educate merchants on how to redeem vouchers post-expiration
how do we know if our design
solutions actually changed behavior?
measure real world actions.
how do we know if changed behaviors
lead to desired outcomes?
measure KPIs.
our current world» hypothesis » research» analyze» report » design» launch» measure
our new world» define KPIs & user goals » define target actions» understand» design for desired behaviors » measure actions» measure KPIs
our new world» user research organizes findings according to b =
» product owners & designers have a mixing board
» focus on user actions that move KPIs
discussion