design for the one little thing that changes everything

Design For The One Little Thing That Changes

Ev!r"#$%&'

Pamela Pavliscak @paminthelab

We think that

Big Things Will Make Us Happy

Credit: ThinkGeek Monkeys

We seek

A(v!&#)r!

We desire

F*r#)&!

Credit: Fat Face & Me

Credit: Yuko Honda

We seek

P!rf!+#%*&

We crave

F,-!

In design, we think Maybe Innovators Know Happiness

We really Don’t Know What Will Make Us Happy

Source: Change Sciences

P!*p.! /," #$%/ -,0!/ #$!- $,pp" *&.%&!

Not too busy

Beautiful and colorful

My favorite sites are easy

to use

It has to be simple & clean

Convenience above all else

Source: Shutterstock

parallax simple authentic

food cats infographics video

mobile responsive

clever flat byod

IoT

big

tiles

typography

D!/%'&!r/ #$%&0 -,"b! #$%/ (f*r &*w)

We sometimes Don’t Remember What Made Us Happy

Source: Giles Colborne

ModCloth

something dresses something tchotchkes

awesome retro fashion pic

unknown

Dr,w "*)r f,v*r%#! /%#! fr*- -!-*r"

Credit: Github Shop

We remember where we focus

A##!&#%*&

We remember the

F!!.%&'

Rated Better Than Other Sites

Source: Change Sciences

H

ap

pin

ess

Ra

tin

g A

fte

r U

se

Amazon

Expedia

CBS WebMD

Ally

Aetna

Healthcare.gov

HGTV

eHealth

Chase Apple

Kayak

PBS

Priceline Bank of America

Citi Best Buy

n=7000

W! f!!. $,pp", w! #$%&0 , /%#! %/ b!##!r

Actually,

Little Things Make Us Happy

Sp!+%,. Tr!,#/ make us happier

S$,r!( M*-!&#/ add up to joy

Credit: Todd Williamson

Credit: Angie Hu

Follow the principles A)#*&*-"

V,r%!#" Fr%!&(/$%p C*&#%&)%#"

Credit: Peter Haugen

L%##.! S)rpr%/!/ bring delight

As in the rest of life

Little Things Make Us Happy Online

O&.%&! /#)(" 250 sites 7000 people

1!.( r!/!,r+$ 450 people #pandatime

2p!r%-!&#/ with informed consent, of course

50 people

Credit: British Airways

meh delighted wowza happy content (

- - (

( (

( (

! !

A.. #$! $,pp%&!//!/

Not just

D!.%'$#

1 happy moment = 5% increase in happiness

rating

M*r! $,pp" -*-!&#/, -*r! $,pp%&!//

Source: Change Sciences

n=7450

We are h (app) y when we feel

Smart

AUTONOMY I can do this

Source: Change Sciences

American HealthCare.gov Kayak Amazon Express

57! 70! 77!53!

Source: Change Sciences

Time

S

ucc

ess

not so happy

happy

M*r! #%-! w%#$*)# /)++!//, .!// $,pp"

CONTROL I feel less anxious

MASTERY I’ve got this down

“ There is a trick to it but now that I know the trick, I tell everyone.

-M, Boomer, Wired

Source: Change Sciences

Ea

se o

f U

se C

om

bin

ed

Sco

re

65

Happiness starts here

W%#$*)# !,/", #$!r! %/ &* $,pp"

Design so I can be

I&(!p!&(!&#

We want to feel as if

There Is a Real Person in There

“ Most big companies sound like they are talking to themselves about themselves.

-F, Boomer, Wired

AUTHENTICITY It feels like a real

conversation

RESPECT You know there are

boundaries

CARE You’ve got my back

one night stand

complete stranger

fling secret affair

enemy

casual acquaintance

stalker - prey

guru - disciple

teacher- student

Source: Harvard Business Review

annoying acquaintance fleeting acquaintance

star -groupie

dealer - addict

villain-victim online friends

marriage on the rocks

ex-friends

marriage partners love-hate

best friends

teammates

buddies

old friends colleagues

siblings

neighbors

former friends

PRICE

MARKET SHARE

I# (*!/&’# $,v! #* b! +*-p.%+,#!(

Design as if we are

Fr%!&(/ IRL

Credit: Natalie Downe

The sites that make us happy

Engage All Our Senses

+ + + =

Everything is amazing and no one is happy

W! #%r! *f w$,# *&+! -,(! )/ $,pp"

PLAY I can try things

without risk

“ One minute I’m just playing around and the next thing I know it’s a credit hit.

-M, Boomer, Wired

VARIETY You surprise me a

little

CURIOSITY I always wondered

Credit: Kris Krug

No

S$,-!

“ The last thing I want is to feel bad about myself because I clicked on something.

-F, Millennial, Wired

Design for the

3r%.. *f #$! N!w

Credit: Hootsuite on Instagram

We feel most satisfied when there is

Continuity

Help, it’s a trap!

I#’/ &*# ,b*)# '!##%&' #$r*)'$ #$! 4&&!.

CONNECTION You know there is no digital / real divide

CURATION You help me discover

myself

“ Even though I know it’s an algorithm, somehow it feels personal and human.

-M, Millennial, Influencer

ASPIRATIONAL You speak to the

better me

“ I feel a little bit cooler just having been to the site, like maybe I’m in on a secret.

-F, GenX, Influencer

Design for

P,/#, Pr!/!&# & F)#)r!

Credit: The Sherbet Patch

When we are happy and we know it We Really Do Show It

Source: Change Sciences

A little happy--------------------------------------------------Really happy

Happy people want to explore

Gr!,#!r $,pp%&!//, 'r!,#!r !&','!-!&#

American HealthCare.gov Kayak Amazon Express

57! 70! 77!53!

Source: Change Sciences

Happiness

Re

com

me

nd

ati

on

s M*r! $,pp%&!//, -*r! r!+*--!&(,#%*&/

Source: Topsy + Change Sciences

Happy sites

65+ social sentiment Less happy

45 social sentiment

H,pp" f!!.%&', $,pp" #,.0

American HealthCare.gov Kayak Amazon Express

57! 70! 77!53!

Gr!,# $,pp%&!//, 'r!,#!r .%0!.%$**( #* r!#)r&

American HealthCare.gov Kayak Amazon Express

57! 70! 77!53!

Likelihood to return

Source: Change Sciences

Ha

pp

ine

ss R

ati

ng

Aft

er

Use

Amazon

Expedia

WebMD Chase Home Depot

Delta

Priceline Bank of America

US Bank

Best Buy

Kayak

CBS

T Rowe Price

Hotels.com USAA

Humana

Keep finding the Little Things That Make Us Happy

Measure

B!f*r!, ()r%&' & ,5!r

weeks days hours minutes now now minutes hours days

knowing smile

now

anticipation

happy spot

afterglow

fond memory

The Happy Experience Continuum

Pay attention to

3! S-,.. T*)+$!/

Take the pledge

H,pp%&!// 1r/# #happyfirst

H A P P Y

Practice

Design

Pamela Pavliscak @paminthelab

ChangeSciences.com