Victor Yocco, PhD is a researcher and strategist at Intuitive Company, an amazing group to work with out of Philadelphia, PA. Victor has published with A List Apart, Boxes and Arrows, Smashing Magazine, and a number of academic journals. Victor’s interests include writing and presenting on the application of social psychology theories to design, and how to effectively frame communication to motivate users to engage in desired behaviors.
The “diffusion of innovations” theory of communications expert and rural sociologist Everett Rogers attempts to identify and explain the factors that lead to people and groups adopting innovations (new ideas and technologies). Design teams that account for both usability and how people adopt innovation stand a much greater chance of having users accept and use their products.
The diffusion of innovations is a complex process; design teams can use their knowledge of the theory to create a road map for how they will address critical factors in the design and marketing of their product.
As members of design teams, we want as many people as possible to use what we create. This is true whether we are designing a specialized medical device for a specific type of surgery or something more mainstream, like a smartphone or video game console.
We often focus on the importance of ensuring our product is usable. Less often, we discuss other factors related to people accepting and using our products. Users don’t automatically or simultaneously accept even the best ideas and most useful technologies. Acceptance and adoption happens in stages, and in order to stick, it has to happen the right way. Therefore, our design teams need to account for both usability and how the use of a product spreads across users in order for our work to have maximum impact.
What you say in a user experience matters. How you say it matters equally. The way you frame communication, or how you say something, could be extremely effective at persuading people to start using your product (or to use it more).
So, how do you frame messages effectively? This article explains how design teams can do so in a way that resonates with their users.
No person is immune from the influence of the people and groups they encounter. As much as we would like to think that every thought we have is original, that every opinion we express is informed by facts alone, the truth is that we use others around us as a reference point for much of our attitudes and behavior. This isn’t a bad thing; it’s human nature.
Knowing how groups influence people can help you to move from being a common, everyday, work-your-fingers-to-the-bone designer to a strategic influencer of your target audience with relative ease. In fact, whether researchers, designers or managers, everyone involved in user experience (UX) design would benefit from deeper knowledge of how to incorporate social influence in their work.