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Per patiti del web/5 - Le pillole di SXSW by Matteo Sarzana/VML@Y&R

12/03/2012

SXSW è un festival musicale, cinematografico e delle tecnologie emergenti che ha luogo ogni anno a marzo ad Austin (Texas) e che quest’anno celebra il 25°anniversario. Dal 1994, le conferenze nel campo interattivo hanno fatto del Festival il luogo ideale per il lancio di tecnologie digitali emergenti. In diretta da Austin per Youmark ogni giorno le pillole con le novità principali, raccontate da Matteo Sarzana, general manager di VML, la divisione digital di Y&R Brands. 

High On Line: Applying Psychology to Web Design
Jason Hreha 

Fogg behaviour model.
What causes behaviour?
3 things need to coincide for behaviour to occur:
1- ability
2- motivation
3- trigger
to fly a rocket example of the 3 things which need to occur to cause behaviour:
1- shell = ability
2- fuel = motivation
3- match = trigger
Ability and motivation do always exist in people. The context shapes ability, the motivation is shaped by the people background.

Ability factors to do something:
- time
- money
- physical effort
- mental effort
- social deviance
- non-routine (experience)
you can combine the ability key factors listed before to ask your self “are we asking too much"? to the customers
forexample:
- are we asking for too much text? (Physical effort)
- are we asking for too much money? (asking for money before a product has been tested)
- are we asking for too much information? (mental effort)
sometimes limiting the users capability simplifies the process and requires less ability to be used to perform a task, ie twitter VS blog.

Abiity in web design and product design:
- amount of money required
- amount of text required
- amount of information required
- amount of media required
- amount of learning required - familiarity with the task
- equipment required
Get users directly to the Core of the experience, get rid of everything else.

Motivation:
- does it solves a problem?
- Does it provide users with a value?
If your website or product does not solve a real problem, you will be trated like agame -.> finished in 40 hours.
For example if foursquare did not introduce the ability to explore the real world it would not have been successful.

Trigger examples in digital:
- email subject
- facebook notification
main categories
- on site triggers 
# call to actions 
° free download 
° select XYZ
- off site triggers (ie, notifications, text messages, emails)

you can measure the amount of ability and motivation for each trigger to analyse and predict how people will react.
Rewards without value are not a sustainable solution. 

Matteo Sarzana, Austin

 

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