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Marcus - MOBILE PERSUASION DESIGN: changing behaviour by combining persuasion design with information ... design

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MOBILE PERSUASION DESIGN: changing behaviour by combining persuasion design with information ... design
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Marcus / Aaron
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Springer London Ltd
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2018
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Springer-Verlag London 2015

Aaron Marcus Mobile Persuasion Design HumanComputer Interaction Series 10.1007/978-1-4471-4324-6_1

1. Introduction

Aaron Marcus 1

(1)

Aaron Marcus and Associates (AM+A), Berkeley, CA, USA

1.1 Introduction

This book is a recording of ongoing development of mobile-device application concept-designs that seek to combine persuasion design theory with information design/visualization theory. Each application has as its primary objective changing peoples behavior in regard to a particular subject matter domain and use context. Each of these projects is discussed within a chapter that describes what has been accomplished thus far. The projects are sometimes described partly in the present tense because each of them is an evolving design, but they were developed over a period of 5 years (20092014). They are presented in approximately chronological order. Each project utilizes user-centered design-process techniques and persuasion design, which topics are discussed individually below and incorporated into each subsequent chapter.

1.2 User-Centered Design

User-centered design (UCD), as discussed in many books and publications (e.g., Hartson and Pyla ]. That definition means the UX goes well beyond usability issues, involving, also, social and cultural interaction, value-sensitive design, emotional impact, fun, and esthetics.

The UCD process focuses on users throughout all these development steps, or tasks, which sometimes occur iteratively:

Plan : Determine strategy, tactics, likely markets, stakeholders, platforms, tools, and processes.
Research : Gather and examine relevant documents, stakeholder statements.
Analyze : Identify the target market, typical users of the product, personas (characteristic users), use scenarios, competitive products.
Design : Determine general and specific design solutions, from simple concept maps, information architecture (conceptual structure or metaphors, mental models, and navigation), wireframes, look and feel (appearance and interaction details), screen sketches, and detailed screens and prototypes.
Implement : Script or code specific working prototypes or partial so-called alpha prototypes of working versions.
Evaluate : Evaluate users, target markets, competition, the design solutions, conduct field surveys, and test the initial and later designs with the target markets.
Document : Draft white papers, user-interface guidelines, specifications, and other summary documents, including marketing presentations.

AM+A carried out most of these tasks in the development of each of the Machine concepts described in subsequent chapters, except for implementing working versions.

The above analysis describes the essential verbs of the profession. Over the past three decades in the UI/UX design community, designers, analysts, educators, and theorists have identified and defined a somewhat stable, agreed-upon set of user-interface components , or nouns on which the above verbs act, i.e., the essential entities and attributes of all user interfaces, no matter what the platform of hardware and software (including operating systems and networks), user groups, contents (including vertical markets for products and services), and contexts.

1.2.1 User-Interface Design Components

These UI components can enable developers, researchers, and critics to compare and contrast user interfaces that are evidenced on terminals, workstations, desktop computers, Websites, Web-based applications, information appliances, vehicles, and mobile devices. Marcus (Marcus et al. ) the theory understands a user interface as a form of dynamic, interactive visual literature as well as a suite of conceptual tools, and as such a cultural artifact. The user-interface components are the following:

Metaphors

Metaphors are fundamental concepts communicated via words, images, sounds, and tactile experiences (Lakoff and Johnson ).

Mental Models

Mental models are structures or organizations of data, functions, tasks, roles, and people in groups at work or play. These are sometimes also called user models, cognitive models, and task models. Content, function, media, tool, role, goal, and task hierarchies are examples. They may be expressed as lists, tables, and diagrams of functions, data, and other entities, such as menus. They may be tree-structured, or more free-form.

Navigation

Navigation involves movement through the mental models, i.e., through content and tools. Examples of user-interface elements that facilitate such movement include those that enable dialogue, such as menus, windows, dialogue boxes, control panels, icons, and tool palettes.

Interaction

Interaction includes input/output techniques, status displays, and other feedback. Examples include the detailed behavior characteristics of keyboards, mice, pens, or microphones for input; the choices of visual display screens, loudspeakers, or headsets for output; and the use of drag-and-drop selection, and other action sequences.

Appearance

Appearance includes all essential perceptual attributes, i.e., visual, auditory, and tactile characteristics, even olfactory in some unusual cases. Examples typically include choices of colors, fonts, animation style, verbal style (e.g., verbose/terse or informal/formal), sound cues, and vibration cues.

1.3 Information Design and Information-Visualization Design

Crucial to much effective user-experience design is gathering the data, information, knowledge, and wisdom that must be interactively explored, analyzed, displayed, understood, and acted upon. Entire professional groups are devoted to information design and information visualization (plus sonification and other rarer perceptual forms of information display). Among the organizations are the Society for Technical Communication (STC), its conferences and publications, and the International Institute for Information Design, with its Information Design Journal and associated conferences such as Vision Plus.

In these professions, similar development steps, especially user studies, task analyses, and careful design of new terminology, schema, querying, forms of reply, and other systematic approaches lead to higher-level, more strategic solutions to peoples needs for, desires for, and uses of information. A discussion of the field in general is contained in Marcus ().

A word about data and information. Computers have been called number-crunchers or data-processing machines. Nowadays, more is required, and people speak of computer-based systems for information processing, and Chief Information Officers have evolved in corporations. The following practical definitions are appropriate and useful:

Data are significant patterns of perceptual stimuli, e.g., a collection of temperature sensations or readings.
Information is significant patterns of data, e.g., the temperature and other weather conditions, or the traffic conditions for a particular road, for a particular day in a particular city.
Knowledge is significant patterns of information together with action plans , e.g., the weather conditions for a city on a particular day, their impact on traffic patterns, and the likely alternate roads on which to drive to arrive safely and on time at a destination, with a likely best choice indicated or in mind.
Wisdom is significant patterns of knowledge, either in-born or acquired through experience, e.g., the knowledge of past experience taking certain roads, the likelihood of traffic accidents or repairs along that route, and familiarity with the various route options.

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