towards sustainable consumerism @ amsterdam ux meetup
TRANSCRIPT
IHM2.0 Concept
positioning sustainability in your user experience
amsterdam ux meetup
maarten p. kappert
creative leadmirabeau
nov 10, 2016
Welkom bij Mirabeau, nieuw pandPaar omzwermingenZelfs nog tijd in MAC
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offices, offices
Wenckebach, niet echt sexy2
offices, offices
Zelf inrichten
Koffie apparaat dat was echt een ding toen
>> Koffierevolutie ook thuis
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ooohhh
Deze gekocht
Word je hier enthousiast van? Niet zo gek.
>> Voldoet namelijk aan alle manieren waarop wij mensen evolutionair zijn voorgeprogrammeerd om te beslissen.4
behavioral psychologyself interest short term status dr. mark van vught, evolutionary psychologist
Mooi designFraai stukje techniekInstant gratificationVrienden enthousiast
>> MAAR JA5
bad aftertaste
This messes up my EXPERIENCE as a USER6
an inconvenient truthknowing the harm that our consumption causes, we can no longer fully enjoy the things that were told to bring us happiness
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contradictory messagessustainabilityversusconsumerism
And people dont like contradictions and so they choose.8
conclusionsustainabilitysucks!
A change of strategy, get out of your nicheSecond place Change the words
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resistanceinstagram.com/p/xZxM54s1Gg/
TRUMP underbelly?We are left wing elite10
this negative vibe puts the brakes on everythingconsumers wont ask for better productsbusiness wont create those products
politicians wont propose the needed policiesvoters wont support them
investors wont divestevil corporations wont die
Basically, you classic do-gooders are really bad at marketing11
environmental experts need to now hold hands with those very people who started the consumer revolution; the people that know consumers inside out and back to front marketers, social psychologists, advertisers, storytellers and branding expertsensia.comsolution
Thats us!!!12
challengehow to design for contradictory messages?
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contradictory messagessustainabilityconsumerism
versus
le
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contradictory messagessustainableconsumerism
And people dont like contradictions and so they choose.15
0change the product
CIRCULAR16
consume as much as you want
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1change the frame
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in the media
(uitleggen)19
positivenegative
in the media
Needs effort SACRIFICEThis doesnt get people to change their behavior
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sustainability = sacrificeshort term long termself interest altruismstatus no tangible rewards
Nu zie je ook waarom dit maar zo beperkt leidt tot behavioral change21
positivenegative
in the media
Needs effort SACRIFICEThis doesnt get people to change their behavior
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positivenegativerationalemotional
another axis
??
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tesla
SnelBloedmooiTechnologisch advancedEn o ja, elektrisch24
method
Wertk goedRuikt lekkerZiet er mooi uitAnders25
tony chocolonely
Lekker dikSmaakvolKleurrijkAnders26
positivenegativerationalemotional
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canshouldpositivenegativerationalemotionalwantavoid
Verleiden VerlekkerenEntertainen
Irresistible28
2change the proposition architecture
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first greatthen good
tesla
Zegt nergens: Groen, sustainable, eco, nature30
method
first greatthen good
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tony chocolonely
first greatthen good
fit32
3change the images
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images to avoid
Niet rationeel, overtuigen34
images to use
EMOTIONEEL35
4change the words
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sustainable green eco a better world changezero emission carbon footprint movementfuture global warming words to avoid
Ik word er beter vanMooi designFraai stukje techniekInstant gratificationVrienden enthousiast
Toch schuldgevoel. Wtf?
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fast healthy smart now you delicious beautiful today amazing happynew powerful thrillingpretty sexy sensuality words to use
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do sustainability a favor 1change the frame
2change the propositionarchitecture
3change the images
4change the words
UX = designing the behaviors of our clientsAs all these expressions tell users a lot about who the business is, what they believe in, what they think about the user, what they think about the world
When you do, think about thisBecause these expressions lead to impressions in a user about the business,But if you add up all them up, an image is created about what the world could be
Lets reframe sustainability39
sustainable consumerismmake sustainableirresistible
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