experience thresholds: a behavior analysis tool (ixda- atlanta talk, feb 2011)

Experience Thresholds: A Behavior Analysis Tool by Alisan Atvur, Feb 2011

TalkExperience Thresholds:A Behavior Analysis Tool

alisan_atvurTWITTER

#atvurQUESTIONS?

#ux


I’d like to introduce you to Judy, an award-winning designer and a revolutionary educator with a 40+ year career.


Judy’s Experience Threshold


Judy’s Home


169 Grocery Stores


Out of these 169 locations, Judy has regularly patronized only 3 specific stores for groceries and pharmacy prescriptions for nearly 3 decades.


I wanted to know what motivated her decisions, so I explored these 3 locations.


ConstantWith few exceptions, Judy purchases the same foods and same brands quite regularly,all of which are available at all 3 locations.


TheoryWhen similar (if not identical) products at similar price points can be purchased from various providers, the service interactions will influence the decision.


Product CenteredHome ImprovementConsumer ElectronicsGrocersOil and Gas ProvidersPhysical Retail EnvironmentsOnline Retail Environments

Effected IndustriesService CenteredAir TransportationHealth, Wellness and Medical ServicesMobile Service ProvidersInternet Service ProvidersFinancial ServicesTelephone Service ProvidersCinemas and Theaters


PremiseAll experiences are comprised of interactions with products, services and people. Each interaction is either an act of “consumption” or “use.”


Design QuestionHow can we more empirically measure how interactions with services and products influence and motivate user behavior?


Business QuestionHow can we leverage this data into creating better consumer experiences and user experiences?


methodology


2 the magnitude or intensity that must be exceeded for a certain reaction, phenomenon, result, or condition to occur or be manifested : nothing happens until the signal passes the threshold | [as adj. ] a threshold level.

threshold |ˈθre sh ˌ(h)ōld|


What is it?The Experience Threshold is a behavior analysis tool designed to quickly assess user priorities and decision-making styles.


methodology

VERY SATISFYING / VERY APPROPRIATE

SATISFYING / APPROPRIATE

NOT INFLUENTIAL / NOT RELEVANT TO MY DECISIONS

FRUSTRATING / INAPPROPRIATE

VERY FRUSTRATING / VERY INAPPROPRIATE

5

4

3

2

1

NEGATIVE INFLUENCE

BASELINE STANDARD

POSITIVE INFLUENCE


methodology

PrefacePrepare the following materials:1.) Identify 1-2 major experience competitors2.) Review or enhance the 28 question set3.) Identify your sample group4.) Review the 7 areas of the experience threshold


HUMAN-ASSOCIATE

INTERACTIONS SIGNIFICANCEAND MEANING

SENSORY ELEMENTS

TEMPORAL MOVEMENTS

HUMAN-COMPUTER

INTERACTIONS HUMAN-FELLOW

INTERACTIONS HUMAN-ENVIRONMENT

INTERACTIONS


HUMAN-ASSOCIATE


SENSORY ELEMENTS

TEMPORAL MOVEMENTS

HUMAN-COMPUTER



INTERACTIONS

How significant or meaningful is the overall experience? This data set should correlate with the following six data sets.


HUMAN-ASSOCIATE


SENSORY ELEMENTS

TEMPORAL MOVEMENTS

HUMAN-COMPUTER



INTERACTIONS

Are there specific periods within an experience that are more or less satisfying

than others?



HUMAN-ASSOCIATE


SENSORY ELEMENTS

TEMPORAL MOVEMENTS

HUMAN-COMPUTER



INTERACTIONS


than others?

Are there specificsensory events that are making an experience

more or less satisfying?



HUMAN-ASSOCIATE


SENSORY ELEMENTS

TEMPORAL MOVEMENTS

HUMAN-COMPUTER



INTERACTIONS


than others?



Are the interactions between you and other customers making an

experience more or less satisfying?



HUMAN-ASSOCIATE


SENSORY ELEMENTS

TEMPORAL MOVEMENTS

HUMAN-COMPUTER



INTERACTIONS


than others?





Are the interactions between you and digital objects or media making an experience more or

less satisfying?



HUMAN-ASSOCIATE


SENSORY ELEMENTS

TEMPORAL MOVEMENTS

HUMAN-COMPUTER



INTERACTIONS


than others?






less satisfying?

Are the interactions between you and the tangible environment making an experience




HUMAN-ASSOCIATE


SENSORY ELEMENTS

TEMPORAL MOVEMENTS

HUMAN-COMPUTER



INTERACTIONS


than others?






less satisfying?

Are the interactions between you and the tangible environment making an experience


Are the interactions between you and

company employees making an experience




GoalUnderstand how a user’s interactions with services and products affect his/her behaviors and decisions (including buying decisions).


methodology

Step OneRefine your question set.

Each experience has unique components.Some questions may need to be modified slightly.


methodology

SIGNIFICANCEAND MEANING

SENSORY ELEMENTS

TEMPORAL MOVEMENTS

HUMAN-COMPUTER

INTERACTIONS HUMAN-ASSOCIATE



INTERACTIONS

HOW CLOSELY DID THE EXPERIENCE ALIGN WITH YOUR PERSONAL IDENTITY?

HOW CLOSELY DID THE EXPERIENCE REFLECT YOUR LIFESTYLE?

HOW PLEASING OR FUN WAS THE EXPERIENCE?

HOW SATISFIED ARE YOU WITH THE PRICE OF THIS EXPERIENCE?

HOW SATISFYING IS THE BEGINNING OF THE EXPERIENCE?

HOW SATISFYING IS THE MIDDLE OF THE EXPERIENCE?

HOW SATISFYING IS THE END OF THE EXPERIENCE?

HOW SATISFYING ISTHE PROCESS OF REINITIATING THIS EXPERIENCE?

HOW SATISFYING ARE THE AUDITORY ELEMENTS OF THIS SERVICE EXPERIENCE?

HOW SATISFYING ARE THE VISUAL ELEMENTS OF THIS SERVICE EXPERIENCE?

HOW SATISFYING ARE THE TACTILE ELEMENTS OF THIS SERVICE EXPERIENCE?

HOW SATISFYING ARE THE OLFACTORY ELEMENTS OF THIS SERVICE EXPERIENCE?

OVERALL, HOW SATISFIED ARE YOU WITH THE INTERACTIONS YOU HAVE WITH OTHER CUSTOMERS?

HOW SATISFIED ARE YOU WITH THE FREQUENCY AT WHICH YOU COULD INTERACT WITH OTHER CUSTOMERS?

HOW FUN, EXCITING OR ENJOYABLE WAS IT TO INTERACT WITH OTHER CUSTOMERS?

HOW EASY WAS IT TO INTERACT WITH OTHER CUSTOMERS?

OVERALL, HOW SATISFIED ARE YOU WITH THE INTERACTIONS YOU HAVE WITH DIGITAL OBJECTS OR MEDIA?

HOW SATISFIED ARE YOU WITH THE FREQUENCY AT WHICH YOU COULD INTERACT WITH DIGITAL OBJECTS OR MEDIA?

HOW FUN, EXCITING OR ENJOYABLE WAS IT TO INTERACT WITH DIGITAL OBJECTS OR MEDIA?

HOW SATISFIED ARE YOU WITH HOW EASY IT IS TO INTERACT WITH DIGITAL OBJECTS OR MEDIA?

OVERALL, HOW SATISFIED ARE YOU WITH THE INTERACTIONS YOU HAVE WITH THE PHYSICAL ENVIRONMENT?

HOW SATISFIED ARE YOU WITH THE FREQUENCY AT WHICH YOU COULD INTERACT WITH THE PHYSICAL ENVIRONMENT?

HOW FUN, EXCITING OR ENJOYABLE WAS IT TO INTERACT WITH THE PHYSICAL ENVIRONMENT?

HOW SATISFIED ARE YOU WITH HOW EASY IT IS TO INTERACT WITH THE PHYSICAL ENVIRONMENT?

OVERALL, HOW SATISFIED ARE YOU WITH THE INTERACTIONS YOU HAVE WITH AN EMPLOYEE?

HOW SATISFIED ARE YOU WITH THE FREQUENCY AT WHICH YOU COULD INTERACT WITH AN EMPLOYEE?

HOW FUN, EXCITING OR ENJOYABLE WAS IT TO INTERACT WITH AN EMPLOYEE?

HOW SATISFIED ARE YOU WITH HOW EASY IT IS TO INTERACT WITH AN EMPLOYEE?


methodology

Step TwoTest your samples.

Higher “n” numbers typically lead to more profiles.

Consider the standard deviations to validate the mean/average experience threshold.

A single facilitator, trained in intentional interviewing, is advised.


HUMAN-ASSOCIATE


SENSORY ELEMENTS

TEMPORAL MOVEMENTS

HUMAN-COMPUTER



INTERACTIONS


methodology

Step FourAssess implications of findings with an experience architect and design strategist.


methodology

The Tao of Experience ResearchTrends, Anomalies and Observationsgive us insight about the user’s decision-making style


HUMAN-ASSOCIATE


SENSORY ELEMENTS

TEMPORAL MOVEMENTS

HUMAN-COMPUTER



INTERACTIONS


In closingEach interaction in a life is a gift.Design accordingly.


methodology


Thank you

alisan_atvurTWITTER

#atvurQUESTIONS?

#ux

experience thresholds: a behavior analysis tool (ixda- atlanta talk, feb 2011)

Design

behavior analysis tool

significancetemporal sensory human

significancetemporal sensoryhuman

sensory events

frequency atwith

service experience

experienceshould correlate

fellow human