This document discusses strategies for managing change from a user's perspective. It addresses why users resist change and provides tips for guiding them through changes in a way that considers cognitive and emotional factors. Some key points covered include understanding different user mindsets towards change, using storytelling to frame changes as a heroic journey, motivating users by appealing to growth mindsets, gradually introducing changes through tweaks to existing habits and environments, and rallying social influence to support adoption. The overall message is that for changes to be successfully adopted, users' psychological and emotional needs must be considered and addressed.

1. DESIGNING FOR CHANGE
@CWODTKE | WWW.ELEGANTHACK.COM

2. I’ve introduced a lot of change
• Adopt new events app
• Change search behavior
• Keep photos online
• Leave Facebook to play
games
• Redesign profiles

3. Jack gets upgraded to ios 7

4. It’s safer in the
Cloud
It’s safer on my
machine

5. It’s better than
Google
It doesn’t work
like Google

6. It’s up to date
It’s wrong

7. It’s ours
It’s mine

8. CHANGE
When is it awesome? When does it suck?

9. WHY WE LOVE CHANGE
By we I mean companies

10. ENTREPRENEURS LOVE NEW!
We’re bored. We see it every day. Do our users?

11. THE TESTING SAID IT WAS BETTER
Do we test all aspects of the product? How much better?
I don’t care if it’s
better. I hate it.

12. IF I DON’T SHIP IMPROVEMENTS, HOW CAN
WE COMPETE?

13. WHY WE HATE CHANGE
By we I mean users

14. LOSS AVERSION
“If a man can write a better book, preach a better sermon, or make
a better mousetrap than his neighbor, though he build his
house in the woods, the world will make a beaten path to
his door.”
Ralph Waldo Emerson was mistaken

15. Eager Sellers and Stony Buyers: Understanding the Psychology of New-Product Adoption
John T. Gourville
FROM THE JUNE 2006 ISSUE OF HBR

16. EVALUATE PERCEIVED VALUE
EVALUATE RELATIVE TO WHAT THEY KNOW
User mindset

17. @cwodtke | www.eleganthack.com
The IKEA Effect

20. LOSS OF CONTROL

21. HTTP://INTERACTION14.IXDA.ORG/PROGRAM/S
ATURDAY/401-THE-SHOCK-OF-THE-NEW

22. MINE YOURS
When does a website stop being perceived as belonging solely to the company?

23. MUSCLE MEMORY &
COGNITIVE LOAD
Our hands are mad at your company

24. From Serious Pony’s Blog
“Your App Makes Me Fat”
http://seriouspony.com/blo
g/2013/7/24/your-app-
makes-me-fat

25. From Serious Pony’s Blog
“Your App Makes Me Fat”
http://seriouspony.com/blo
g/2013/7/24/your-app-
makes-me-fat

26. Eager Sellers and Stony Buyers: Understanding the Psychology of New-Product Adoption
John T. Gourville

27. Sure
Failure
Easy Sells
Long Hauls
Smash Hit
Degree of
Behavior
Change
Change in Perceived Value
Adapted from Eager Sellers, Stoney Buyers

28. Sure
Failure

29. QUESTION: SHOULD YOU EVEN MAKE A
CHANGE?
Is it 9x better?

30. ELEVATOR PITCH
2 Minutes
For (target customer) who has
(customer need), (product name) is
a (market category) that (the 9x
benefit).
Unlike (current solution), the
product (unique value).

31. PLANNING FOR CHANGE

32. HEAD HEART HANDS
ABC; Affective, behavioral, cognitive

33. HEAD: DIRECT THE RIDER
Bright Spots
Script the moves
Point to the destination

34. EXPRESS VALUE IN USER TERMS
Point to the destination: The intellectual argument

35. FOLLOW THE BRIGHT SPOTS
Earlyvangelists

37. WRITE DOWN 20 BENEFITS
Freelisting, silent, 3 minutes

38. SCRIPT THE KEY MOVES
Plan to teach

40. DON’T DO THIS
Don’t make people memorize the changes

41. EPIC STORY
Help your users be heroes

43. Hero’s Journey
1. A character is in
a zone of comfort
3. They enter an
unfamiliar situation
3 Adapt to it
4. Get what they
wanted
5. Pay a heavy
price for it
6. Then return to
their familiar
situation
7. Having
changed. 2. But they want
something

44. User’s Journey
1. A USER is in a
zone of comfort
3. They enter an
unfamiliar situation
3 Struggle to get it
4. Initial success
5. Greater
challenges
6. Increased
competence and
skills in old jobs
7. Having changed…
for the better. 2. But they want
something

45. Journey of adoption
• Goal
• Motivation
• Inciting incident
• Conflict

46. STORY + ENGAGEMENT STYLE

47. Richard Bartle http://www.mud.co.uk/richard/hcds.htm Drawing: Frank Caron
http://frankcaron.com

48. 4 Key Engagement Styles in Social Gaming
Compete
CollaborateExplore
Express
Amy Jo Kim amyjokim.com @amyjokim

49. Satisficers
Self-discoveryOptimizers
Socializers
Amazon?

50. Ambitious Reluctants
Early Adopters?
Goal: I’m going to make something spectacular
Motivation: “I’m an artist. Really”
Inciting Incident: Article
Conflict: I want to get making, not learning.
Goal: Learn just enough
Motivation: “I don’t want to look stupid”
Inciting Incident: Feature they were missing
Conflict: You moved everything! It’s hard!
Who else? Who else?
Goal:
Motivation:
Inciting Incident:
Conflict:
Goal:
Motivation:
Inciting Incident:
Conflict:

51. Now you- pick a user
• Goal: What do they want to accomplish?
• Motivation: Why? (stakes- emotional, social)
• Inciting Incident: What makes them choose change?
• Conflict: what gets in their way?

53. 1. CLEAR GOALS
And regular check points.
Levels as chapters. Levels as rewards.

54. Goals in games
• Outwit
• Solution
• Exploration
• Construction
• Forbidden act
• Rescue or Escape
• Alignment
• Race
• Chase
• Capture

55. Capture
Strategery:
Capture enemy
Territory

56. Race
Tiny Wings:
Go farther
faster

57. Alignment: Dots & Bejeweled
Match three or more

58. Canva uses
puzzles and
construction,
native to the
app

63. No Tutorials!
Tutorials!
Scaffolded
play!

66. PICK 5 KEY PLACES WHERE YOU NEED TO
HOLD CUSTOMER’S HAND
1 minutes, silent

67. HEART: FIND THE FEELING
Motivate The Elephant
Shrink the Change
Growth Mindset

68. MOTIVATE
Emotional Appeal

69. FIND THE FEELING

71. GROWTH MINDSET: I AM BETTER
“How important is it to
you to be a voter in
tomorrow’s election?”
versus
“How important is it to
you to vote in
tomorrow’s election?”
Walton, Gregory and Banaji, Mahzarin, Being what you say: the effect of essentialist linguistic labels on
preferences, Social Cognition, Vol. 22, No. 2, 2004, pp. 193-213.
+11%

72. SHRINK THE CHANGE

73. WRITE DOWN THE EMOTIONAL PAYOFF
2 minutes, How am I making my user a superhero?

74. HANDS: SHAPE THE PATH
Build on old habits
Tweak the Environment
Rally the herd

75. Tiny Habits
1. Make change tiny
2. Place it in an existing routine
3. Train the cycle daily
BJ Fogg, PhD
Director, Persuasive Tech Lab
Stanford University

76. BUILD ON OLD HABITS

78. TWEAK THE ENVIRONMENT

80. RALLY THE HERD

82. 1. WHAT IS GOING TO CHANGE?
2. WHO WILL LOSE WHAT?
3. HOW WILL YOUR INTRODUCE THE
CHANGE?
4. WHAT IS YOUR STRATEGY FOR
RESISTANCE?
ASK YOURSELF

83. MAKE VALUABLE CHANGE
EXPLAIN IT FROM THE USER’S VIEW
GUIDE THE USER THROUGH THOSE CHANGES

84. CHRISTINA WODTKE
ELEGANTHACK.COM
@CWODTKE