Feedback for Highlight 2/10/12

David Ngo  

For permission to publish this, contact David Ngo  

Designs Working Well: Simplicity. Randomness.  

Why  is  this  important?  The  reason  we  get  bored  and  stop  interac2ng  with  things  is  because  they  become  predictable.        Highlight  will  never  be  predictable  regarding  when  and  who  no2fica2ons  will  be  about.      Current  user  behavior  enjoy  the  randomness  of  no2fica2ons  (from  speaking  with  friends,  and  looking  at  your  design  from  a  behavior  design  perspec2ve).    Build  on  this  current  behavior  of  expec2ng  ‘surprising  randomness.’        What  other  value  can  Highlight  spontaneously  provide  for  the  user?      You  guys  have  the  poten/al  to  become  the  master  designers  of  spontaneity.      

For permission to publish this, contact David Ngo  

Current  Behavior  Chain  

Download  app  

Facebook  Connect  

Close  out  of  app    (runs  in  background)  

Con2nues  with  Life  

Sees  no2fica2on  when  someone  is  nearby    

Build and learn from the designs that work: §  The design of NOT REQUIRING WORK on the

users part is SIMPLE and clearly effective.

§  Users current behavior is telling us that they are willing to let Highlight run in the background.

§  What else can you provide them that requires NO WORK on their part?

Designs Needing Improvement: If I restart my phone, or cancel Highlight running in the background, Highlight is now off. How do you trigger your users to click on to open Highlight?

Current'Behavior:''Users%open%once%%%Run%in%background%%%Wait%for%serendipity%of%others%being%nearby%%%Triggered%to%open%Highlight%app%

%

Currently,  the  only  trigger  Highlight  uses  to  get  users  to  click  on  the  app  is  the  no5fica5on  when  someone  is  nearby.    I’m  sure  you  want  to  increase  user  use  as  well  in  terms  of  frequency  of  use:    What  are  other  people  doing  at  their  loca/on  they  are  in?    

Current'Behavior:'Sees$notification$that$someone$is$nearby$$$Click$to$see$the$commonalities$$$

$$$$$$$$$$$$ $ Not$enough$commonalities$–$$don’t$message$

If$enough$commonalities—message$ $$ $ $ $ $ $ $

No'reinforcement$for$behavior$of$clicking$on$app$

$ Short/minimum$conversation$$$$

Weak'reinforcement$for$$behavior$of$clicking$on$app$

$

Why  does  this  need  to  be  improved?  Currently,  highlight  is  cool  and  simple  for  users.    Both  are  good  things.    However,  users  don’t  need  highlight.      Knowing  what  other  people  are  doing  at  their  current  loca2on  can  create  a  need.    “I  need  to  know  what  they’re  doing  there  because  I  may  be  missing  out  on  an  important  event.”    

Why is this the current behavior? Because of your current design of ‘open once and run in background,’ you haven’t created a habit for users to ‘open up’ the app.   Why does this need to be improved? This is probably a reason for Highlight’s drop off rate. When users completely close out of Highlight (for whatever reasons), Highlight needs to trigger users to open up the app.

For permission to publish this, contact David Ngo