satisfaction: the difference between robots and humans

SatisfactionThe difference between Robots and Humans

@CynthiaSavard

CYNTHIA SAVARD SAUCIERUX Specialist

@TP1

What is the difference between robots and

humans?

Robotslike efficiency,

HumansPrefer politeness.

Difference #1

Polit! design?

Mr. Clippy

- Clippy claims to know what you want to do;

- He monitors your actions, but does not remember your preferences;

- Even if you close his window, he keeps coming back;

- He’s the guest that never knows when to leave, no matter how many times you ask him to...

Clipp" is not polit! :

Mr. Clippy was such a spectacular failure, his demise was part of the

SALES PITCH

Despite

for Microsoft XP.

25,000 hoursof user testing,

Whitworth, B., 2005

1. Ask permission before interrupting

2. Offer a choice to your users

3. Explain these options

4. Respect the user’s final choice

What #hould b! don!:

Robotsdon’t.

Humanshave genders,

Difference #2

Designing fo$ womenYou should consider

A woman is the CEO of her family.

Wh!?

She is responsible for 58% of online purchases

80% of product purchases

A# th! CEO

She-conomy.com 2009

Ho"ve#...believe that electronics manufacturers have their needs in mind when developing products.1%

believe that brands only consider the female market for cleaning and beauty products.

Consumer Electronics Association (CEA)

71%

This leads to catastrophes:

Finally, a pen for females!

In the field of technologies :

Tech tips?Find recipes;Counting calories; Guided meditations,

Wow, they got everything right!

1. Use human presence instead of heavy text.

2. Contextualize your product in scenarios.

3. Use different types of navigation (related products,

favorite, selections, etc.)

How to $pea% to women then?

Do you feature a woman outside of the home?

Do you feature a women in a role other than “mother”?

Is she NOT doing yoga?

Is she eating something other than salad or yogurt?

Buchanan test

Congratulations!

Try the

And be careful, this isn’t reality :

I can’t do that!

Robotslike systems and rules,

Humansare irrational and don’t understand systems.

Difference #3

!-commerc! #it!don’t understand why your

optimal for them!

User

is NOT

The 100 most profitable websites online

%r! analyzed.by Smashing Magazine

5 STEPSin the purchase process.

On average, they have

of companies think that their e-newsletter is

Toda!,

ESSENTIAL.

81 %

require clients to create an account profile.

24 %

Can you imagine being asked for a password every time you order chicken nuggets at McDonald’s?

ask that information be entered twice.

50 %

The reason used to explain this is often: «That’s how the system works».

But I just gave you my email address!

Robotsare okwith muffins,

Humanslikes cupcakes.

Difference #4

emotional connection. As long as they find an

Users won’t mind :if it takes more time;if it’s more expensive;if it’s less efficient.

1. Surprise

2. Attention-grabbing

3. Entertainment

4. Cuteness

Emotional connectors :

Comic Sans is not “entertaining”.

#ThursdayConfessions: I have always dreamed of using Comic sans in a presentation.

Emotionall"-intelligent design

Two emotional connectors create :

www.apple.com/mac-pro/ try it out!

http://mv.mu/

More money, more dance!

Play Tic-Tac-Toe while you wait!

My favourite, obviously!

Skype

Remember...

Humans ar! irratial, emotional users.

Than% you!

ReferencesPolite design: Whitworth, B., 2005, Polite Computing, October, Behaviour & Information Technology. vol. 24, no. 5, September, p353 – 363 Presentation

Clippy: http://infinitevishal.wordpress.com/2010/08/06/the-other-side-of-microsoft-clippy/http://robotzeitgeist.com/tag/clippy

Design for women: http://marketingtowomenonline.typepad.com/blog/website-design-for

women/consumer electronics Association (CEA)She-conomy.com 2009

Women:http://chapters.aiga.org/resources/content/8/6/3/8/documents/Erica_Eden_presentation.pdf

How to speak to women: http://marketingtowomenonline.typepad.com/blog/website-design-for-women/http://scienceatlantic.ca/wp-content/uploads/2012/05/2012-Psychology-Conference-Program.pdfhttp://copernicusconsulting.net/designing-for-women-using-archetypes-not-stereotypes/

Purchase process in 2012:http://uxdesign.smashingmagazine.com/2012/09/04/the-state-of-e-commerce-checkout-design-2012/ http://baymard.com/checkout-usability/benchmark

Examples: Apple http://www.apple.com/mac-proDonation Mr Valaire: http://mv.mu/Tic Tac Toe: http://littlebigdetails.com/

All images are from these 3 great videos :

http://vimeo.com/17477384

http://vimeo.com/39864844

http://vimeo.com/34512434