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Design for the One Little Thing that Changes Everything35:41 with Pamela Pavliscak
So much of the news about technology is that it's bad for us - it's tapping in to our worst possible selves, it makes us anxious, we get caught in a dopamine loop. We'd just be happier without it. Or would we? Maybe, just maybe, there are things that make people happy when they use a favorite website and tap into a trusted mobile app. This session looks at the principles that the happiest websites and app share. A combination of data, little things, not-so-little things, social science, experiments, and real life uncovers some moments of truth about happy user experience. Come away with a short list of patterns, across sites and apps, that make people happy.
[MUSIC] 0:00 What I am gonna talk about is what I've learned, observing and 0:04 listening to people. 0:07 So, mostly, what I do is, 0:08 user experience research of various kinds, quantitative and qualitative. 0:10 So I'm talking to you people all the time. 0:15 And as you can imagine, you guys probably run into this too. 0:19 When you tell people what you do, they're like, oh my God. 0:23 I have a story for you about this site that really, really sucks. 0:27 Are you working on that? 0:32 Can you fix that for me? 0:33 [LAUGH] On the way over here my Uber ride which was so 0:35 really exciting because he like drove right over the median and 0:39 did like, lots of cool tricks you know? 0:45 [LAUGH] But he's like you know, I know where this hotel is. 0:48 Can you just look at my phone for a minute? 0:51 And I was a little surprised, because I do have an experiment in my 0:53 mobile research where I ask people if I can look at their phones. 0:56 And usually they don't want me to touch their phones at all. 0:59 But anyway, he handed, you know, he handed me the phone. 1:01 And he's like can you fix my settings, I can't get my Gmail to send. 1:04 So you guys know what this is about. 1:06 Right? You can, like, 1:09 share this experience with me this is all I do, is, is research. 1:10 This is my dog, I just, it's gratuitous. 1:16 I have to put him in every, [LAUGH] presentation for you to enjoy. 1:17 [LAUGH] He's listening right? 1:22 [LAUGH] So, but we're going to be talking about this is kind of 1:24 what our journey is gonna look like today. 1:28 So, it looks like, it looks pretty bad. 1:30 [LAUGH] In there, like that's a dog do and stuff like that. 1:35 But what I'm going for is kind of a Stockholm syndrome effect, 1:40 so [LAUGH] I'm hoping we'll come out of this, you know, we'll hear some bad stuff. 1:43 We'll hear some good stuff. 1:48 There'll be a lot of data. 1:49 There'll be some stories, and we'll come out of it, 1:50 understanding a little more about what makes people happy online. 1:53 So, my starting point for this is that's so much of the new. 1:58 So much of our culture tells us that technology is making us really unhappy. 2:03 This came out in Forbes recently. 2:09 The other four percent are probably lying. 2:11 [LAUGH] this, we know these starts there's a lot of different reasons for this, but 2:14 mostly it all stems from people being unhappy with that experience. 2:19 There's that. 2:25 [LAUGH] And this isn't happening to us here, of course. 2:27 But this is a big complaint, and 2:31 in fact, from a project that I just wrapped up, I had somebody say this. 2:34 And I was like, yeah tha, that pretty much sums it up for everyone. 2:39 In fact, there's whole camps devoted to this where you can take a digital detox 2:43 and everyone checks in their phones and other devices and they like, shoot arrows. 2:48 And they, you know go on hikes and, and 2:53 then they, at night they probably sneak using their phone. 2:56 [LAUGH] Under their covers or something, that's what I imagine. 3:00 But it's for grownups, not for kids. 3:02 I did, of course I consulted Google, who, who wouldn't, right? 3:06 And I did a search for technology and happiness and then I did a search for 3:09 technology and unhappiness. 3:13 Almost identical results, as a matter of fact. 3:15 And so we find out what happens, is, technology is making us happy. 3:17 The New York Times says it makes us stupid. 3:21 BBC says that it's taking away from real life. 3:23 I even found the Werner Herzog movie about Siberia, where he says, oh, 3:27 people in Siberia. 3:32 I can't do a Werner Herzog accent, but maybe somebody else can, 3:33 [LAUGH] are so much happier, because they don't have technology. 3:36 I have actually been to Siberia, that was a long story, I can talk about that later, 3:40 long story, used to do Russian Studies, people are not happy in Siberia, okay? 3:45 They are drinking heavily. 3:50 [LAUGH] I did kind of a data poll of Instagram, so 3:53 I just polled off a bunch of posts to see, like, okay. 3:57 What's going on, what are people saying makes them happy. 4:00 And you notice like, screens are not in the mix, it's all puppy dogs and 4:05 ice cream and stuff like that. 4:09 So, you know, obviously, it takes a lot of effort to make people happy. 4:11 [LAUGH] That might be part of it, but 4:17 I, I know that technology can make us happy, right? 4:19 We've all had our happy moments. 4:23 There's a huge study going on in most countries now called the it's like 4:27 a global national happiness index based on the, the, the GNP. 4:32 Bhutan started it, 4:36 and they track all these different parameters about what makes people happy. 4:38 And how that tracks to, you know, various aspects of their lives. 4:42 And so we can see, now that they've been doing this for 4:47 a few years, is that access to technology especially for women. 4:49 Especially in countries where they haven't had access to 4:53 technology drives happiness up. 4:56 So there's something there of course we've all had this feeling. 4:58 This is from the latest research I'm doing with teens and tweens. 5:03 And they're looking, you know, to their devices for all the answers, but 5:08 of course we do that too. 5:12 It connects us, gratuitous family photo 5:14 in various ways to each other that we've never had before that can make us happy. 5:18 And so I thought back about some of my happy experiences. 5:23 Some of these are maker moments. 5:27 Some of these are, are not, 5:29 maybe you guys have some happy moments if you close your eyes for a minute. 5:31 Just close your eyes think about your happy moments with technology. 5:35 All right. 5:41 Were you guys able to come up with anything. 5:42 Anything that you can share, that's not like porn or something? 5:46 >> First time. 5:51 >> [LAUGH] First time, okay. 5:52 Yeah, awesome. 5:55 Anyone else? 5:57 Yeah. 6:00 >> [INAUDIBLE] >> Nice, nice. 6:02 Anyone else? 6:07 Yeah. >> Not getting lost as much? 6:08 >> Yeah! Not getting lost! 6:12 [LAUGH]. >> That's good, that's good. 6:14 So I think we can all relate to all these. 6:16 I brought my pets.com sock puppet. 6:17 Just some of you haven't been around long enough to know pets.com. 6:19 >> [LAUGH]. 6:22 But I, I put it's battery in so I think he works. 6:23 >> [INAUDIBLE] >> One more. 6:32 >> I like your shorts. 6:36 [INAUDIBLE] >> Okay, you can look those up on YouTube. 6:37 So you know, and we all stumble across stuff like this. 6:41 Hopefully, I can get this to go. 6:45 This is a augmented reality app, where they studied penguins. 6:46 And they have the little penguins, walking you to the Tokyo Aquarium. 6:51 Which, I haven't been to Tokyo, but 6:56 I looked at this, like, a whole bunch of times, and downloaded the app. 6:58 And it just made me really happy. 7:00 And there's other stuff like that, that we do, right? 7:01 Like all of the stories on weather.com that are so horrific, but 7:04 you are compelled to click on them and then you are like, 7:09 oh God, I feel dirty now that I did that. 7:11 [LAUGH] But, you know, we have that, those kinds of things, 7:14 we probably have other things that we don't wanna talk about, but so 7:16 I know it makes us happy and what I've noticed in pulling together all 7:19 my research is that, people feel very unhappy about sites and apps. 7:23 But products themselves and 7:28 their phone itself, there's a really strong attachment to. 7:30 In this teen and tween study, I was talking to this one guy, he's 13 years 7:34 old, and we do this silly exercise of, if your phone was a person, who would it be? 7:37 You know, and a lot of people are like, oh, 7:43 it would be my best friend, or oh, it's my brain, or this, and he's like. 7:44 If my phone was a person, I would marry it. 7:49 So we have this strong attachment. 7:53 But it doesn't extend to the sites and apps. 7:56 So we think that big things are gonna make us happy. 7:58 And this is true of technology. 8:02 It's also something that comes out of behavioral economics. 8:05 And positive psychology. 8:09 That we think it's gonna be big adventures like travel. 8:11 It's gonna be money. 8:16 It's gonna be creating the perfect user experience. 8:18 [LAUGH] it's going to be getting famous. 8:24 There he is again. 8:28 And in design we think, oh, we look to the innovators. 8:30 So we say, okay, let's look at Medium, let's look at Gobank in the banking world. 8:33 I do a lot of work in financial services so I have to think about them a lot. 8:40 Let's look to Uber and see if the answer lies there of, of true happiness. 8:43 So I'm going to let, 8:51 I'm going to have you guys do a little quiz so, we have a big data set. 8:52 We're always getting feedback on, it's about 250 sites. 8:57 And we're using kind of a regular set of metrics we use for 9:02 everything and a few of those metrics are around happiness. 9:05 So which of these two sites, 9:09 which you guys are probably familiar with at least Expedia maybe not Hipmunk. 9:11 But just based on your impression or 9:15 what you know, which one do you think made people happier? 9:17 >> [INAUDIBLE] Hipmunk. 9:20 >> That's what I thought too. 9:24 No. [LAUGH] So, guess what? 9:26 We may not know what really makes us happy online, and 9:30 we can't just blindly look to innovators and say, yeah, they know what they're 9:34 doing because their site is all 2014 beautiful and that's what we like. 9:38 When you ask people what makes them happy online, 9:44 they're invariably going to say, I like sites that are easy to use, 9:48 beautifully designed, and, you know, help me to do what I need to do. 9:53 But, in fact, when you look at the sites in our data set of 9:58 ones that make people happy, they are often sites that are not so 10:01 easy to use, where, maybe they thought they accomplished what they set out to do, 10:05 but they didn't accomplish what we asked them to do. 10:09 And, [LAUGH] they're, they might not be very attractive in design and 10:13 I got this from Shutterstock. 10:17 So they collect all the data like what people are seraching for 10:19 as far as what they're using for design. 10:23 We don't have any carousels in here that's an improvement. 10:25 No hamburgers [LAUGH] but, but this is a good picture 10:28 is 2014 beautiful according to the design world. 10:34 As a problem with measuring happiness and figuring out what makes people happy, 10:42 if you don't remember what makes us happy, so if we had more time today, 10:46 I would have you take a minute and just quickly sketch your favorite site. 10:49 A site you use all the time, you do not have to do this right now, 10:54 you guys look worried, there's like worried glances. 10:59 [LAUGH] She is gonna make me sketch something right now. 11:01 I did one of mine, a guilty pleasure that I'm on way too much. 11:05 And this is how I drew it. 11:10 Now, if you could use your phones right now, 11:12 which you can't you could look at my clock and see I'm totally wrong, 11:14 because I focused on where I pay attention to the site. 11:19 I don't remember any of the other, other aspects of the site and there are many. 11:24 And that's very typical. 11:29 When I've run this experiment with about a 100 people, 11:30 it's, it's the same story over and over again. 11:34 People don't remember much so 11:36 all these details that we sort of slave endlessly you know try to tweak. 11:38 They're not registering for people. 11:45 I've got another quick quiz again. 11:47 Which one do you think made people happier of these two? 11:49 This one's tougher, cuz they're kinda close in what they look like. 11:52 Yeah. 12:00 Again, I thought Nova too, because it's a little bit cleaner. 12:01 And let's face it, 12:05 we're smart people, it's a little more high brow than [INAUDIBLE] as, you know. 12:06 So but no. 12:10 [LAUGH] because what happens is, happiness is cumulative. 12:12 So people have more happy moments on Discovery, on, on Nova, 12:18 they looked at it and then they kind of didn't look at the rest of the site and 12:22 left a, Discovery Channel, they kept true the name, I guess, discovering things. 12:26 And they came away with more happy moments that ended up 12:31 to a feeling that they took away. 12:35 So, okay. 12:37 We know that technology makes us unhappy. 12:38 Maybe, like our phones can make us happy, but sites and apps don't. 12:43 We don't really know what makes us happy. 12:47 We can't remember what made us, we can't remember anything about the sites. 12:49 This is really disturbing, right? 12:54 We're down to the lows of the, of the diagram [LAUGH] at the beginning. 12:55 So let's try to, let's try to get out of there! 13:00 You know, how do we really figure out what makes people happy online, so 13:03 I had this hunch, I said you know, I think happiness is important because we had 13:06 started measuring it, and I could see that it tracked all these other things like. 13:10 Likelihood to recommend and likelihood to return and 13:15 their overall rating of the site is that I think this is really important. 13:18 But how can I find out more about happiness and so 13:23 of course, I always turn to, to data. 13:28 Because even though I'm a qualitative researcher at heart and 13:31 I love to talk to people. 13:35 I also appreciated getting various kinds of inputs to figure out what's going on. 13:37 So, like I said, our quantitative data kind of set me off on this path, but 13:43 then what I do with my field research is I aggregate it, so. 13:47 And clients, of course, love this, cuz I'm kind of piggybacking on their research. 13:50 But I'm not revealing anything from their research, 13:53 unless I have permission to do so. 13:56 But tracking things like happiness, 13:59 number of times that people are happy during a session, expressing it or 14:02 just, I'm getting a visual on it, what they rate it afterwards. 14:08 And even following up with some people and 14:12 seeing what do they remember a week after, two weeks after. 14:14 So this is kind of my inside joke, if you guys follow me on Twitter. 14:17 I just really related to this. 14:20 This is the Panda Research Center. 14:22 At the Long Panda reserve in China. 14:24 And so that the baby pandas don't get used to humans, they dress up in panda suits. 14:26 [LAUGH] So if you were thinking, wow, 14:32 that's a weird-looking panda, yeah, it is because it's a person. 14:34 [LAUGH] And I kinda feel like that when I'm out in the field, 14:37 although I haven't worn a panda suit. 14:41 Yet but, I'm always looking for 14:44 the opportunity for that to come up, as I'm always looking for 14:46 the opportunity for a project in Hawaii say but never, never seems to materialize. 14:50 But anyways if you see me tweet panda time, you know what's going on. 14:54 That's what I'm doing in the field. 14:58 So okay lets try something else. 15:00 This is the virgin site. 15:01 And I want you guys to silently judge it [LAUGH]. 15:04 Richard Branson will be okay with that, I'm sure. 15:08 [LAUGH] So what I want you to do is on a scale of one to ten, 15:09 one the lowest, ten the highest. 15:14 Just quietly think to yourself, don't shout out your rating. 15:15 How does the site make you feel? 15:19 Get kinda an initial read on it. 15:23 Okay. I'm gonna ask you guys, but 15:25 don't change your rating based on somebody else, okay? 15:27 All right. 15:31 Let me just pick some people. 15:33 How about you, in the red shirt? 15:35 >> [INAUDIBLE] Seven. 15:36 >> Mm-hm. 15:38 Seven, okay. 15:39 Anyone else, let's see, how about you in the back with the glasses. 15:42 Six. 15:49 Yellow sweater. 15:50 Seven. 15:54 Anyone else have a strong feeling one way or 15:56 the other, so I don't have to pick on you too? 15:58 Yeah. 16:00 What did you, you said something? 16:02 Two, okay. 16:04 So we have a wide range and that, there's a reason for that, right? 16:05 Because happiness is really subjective. 16:12 That makes it hard to measure. 16:14 So your seven is your two. 16:16 Is somebody else's ten probably the Virgin design team's ten. 16:19 [LAUGH] it varies, right? 16:23 And we show it, so not only is it subjected, but we show it differently. 16:26 This is a great project. 16:30 This is Selfie City. 16:31 And what they did is they, they scooped the data from all these selfies and 16:32 these cities around the world and then they tracked it to 16:36 their facial expressions to see how people showed happiness. 16:39 And you can see Moscow not Siberia, but you know, Moscow is pretty low. 16:42 New York where I live not so good. 16:49 Bangkok, that's where we all need to head after this [LAUGH] okay, so, pretty good. 16:53 Part of this is just who we are, so 16:59 about 50% of our feelings of happiness are genetic. 17:03 So, we can't really change it. 17:08 It's just how we're coded. 17:10 So in doing this research, I have been tracking my happiness with an app. 17:12 And I was talking to my husband, I said you know, 17:18 I've got like about 50 happy moments a day. 17:20 And I wasn't getting competitive honestly. 17:24 You know, I was just [LAUGH] but anyway and 17:26 he is like, wow, I don't think I have one happy moment a day. 17:29 So, opposites attract I guess, right? 17:35 So, and then 10% are circumstances, so 17:37 what behavioral economists have learned is that. 17:41 Wealth doesn't do that much for you beyond a certain point, as long as your 17:44 basic comfort level is okay, you can feed yourself, you have shelter, all that. 17:49 More money doesn't really add that much to your happiness. 17:55 So for all of you guys like at start ups who are like thinking, yeah, 17:57 I'm going to get rich. 18:00 I'm going to be really, really happy. 18:01 Even though I'm miserable now and I'm sleeping on my desk. 18:02 Think about that a little more. 18:05 [LAUGH] So. But 40% we can actually change. 18:09 So this is the part that in user experience we can work 18:11 with to make people happier when they use our sites. 18:15 So, as I mentioned before, we do an online study and this is, 18:19 you'll see some of the sites in here and it's not comprehensive. 18:23 I mean there is a lot of obstacles to doing this on public sites. 18:26 We can do sites where people have to be authenticated, so 18:30 social media isn't on there. 18:33 Like your authenticated online banking experience isn't in there stuff like that. 18:34 But we try to get a good, broad sample of, of sites and people to look at them. 18:38 And then I do some experiments with informed consent, of course, 18:45 obviously not like Facebook or anything. 18:49 where, where I have people do stuff like drop sites from memory or things like 18:52 that to see where I kind of have gaps in my other data and I'm trying to fill that. 18:58 This is a really fun experiment, which airways did with a happy blanket. 19:03 So what they did apparently is have people wear this blanket and if it's blue, 19:08 it shows that you are happy and then if it's red, you are unhappy, so 19:14 I don't know what happens when it's red maybe the stewardess comes and hugs you or 19:19 something like that, I don't know, or they give you a drink, you know here, drink. 19:24 but, they're using, it's mapped to sort of brain wave technology, 19:29 which we saw in the last one, and 19:33 I have my own sort of brain wave technology thing that I like to use. 19:34 I love getting people to wear this. 19:41 It's awesome. 19:44 Let's see if I can get it to work. 19:44 My hair's gonna look really dorky after this. 19:46 Okay, so I clip that, that's to my brain. 19:48 Right directly in there, you know? 19:52 It's like, oh my God, I'm freaking out right now. 19:55 Then you clip it to your ear. 19:58 Then you turn it on. 19:59 [LAUGH] And then, if I left this on you would see like. 20:02 When it would be very boring to have this on, cuz I'll be like alert the whole time. 20:07 But if I were just walking around, they'd kinda droop or 20:11 like, you know, do that or whatever. 20:14 And so it, it's kind of on that level. 20:16 And there's some like fun companies and 20:19 experiments working with brainwave technology. 20:21 And now it's clipped to my hair. 20:24 That's awkward. 20:26 [LAUGH] there we go. 20:27 And and so I didn't do any experiments with brainwaves, I just think that's fun. 20:31 But I do, I am experimenting on you guys. 20:37 Some of you guys have mood rings. 20:39 What's going on with, is anyone blue yet? 20:41 Are we getting to blue? 20:43 All right. 20:45 Anyone not at blue yet? 20:46 Okay. 20:50 I'm gonna really focus on you. 20:50 The rest of you guys, forget about it. 20:53 I'm working on her now. 20:55 [LAUGH] no, there's, I guess what I'm pointing out here, 20:57 is that there are some imperfect means of getting out biometrics right now, but 21:02 that's gonna get better and more interesting to do that. 21:06 So when I'm studying happiness, people say, are you, are you studying delight? 21:10 Do you mean delight? 21:14 And we're really obsessed with delight, right? 21:16 Cuz it's shiny and it's like those special moments. 21:18 And we wanna create special moments for people. 21:21 But I really am looking at this. 21:25 There's a lot of different levels of happiness. 21:28 And some of these might have a moment of delight and 21:32 then after weeks it becomes, you know, just a happy or a content or 21:35 it might be a site that you are using all of the time and you are content, so 21:39 I am using a scale, I am looking at it in various ways when we talk about this. 21:43 So, what we found is, when we feel happy, we think a site is better, 21:48 whether it is or not that is another question, I don't know if 21:52 there's any objective reality like that to tell us whether our site is better or not. 21:56 So you can see some of the ones at the top, 21:59 of course, Amazon, so annoying, you know, why are they at the top of everything? 22:01 So really [LAUGH] making me [LAUGH] and Apple is up there, come on. 22:05 So, there's some banks up there, just cuz we have banking data sites. 22:11 I don't know it's because people love banks or anything like that. 22:14 So, this just gives a sense of some of them. 22:16 For those of you guys who saw this morning's talk, 22:19 you'll notice Healthcare.gov is down there and 22:21 that's from December so after they had fixed a little bit of the stuff already. 22:24 Not the initial launch. 22:28 We gave them a little bit of a shot. 22:29 So, I took all the sites that ranked really highly. 22:31 And I said yeah let's do some social media sentiment analysis, and see if that 22:35 translates to people having, you know, good conversations about those brands. 22:40 And yes it does. 22:46 So that's another takeaway. 22:48 So happiness. 22:50 It's important. 22:51 The sites that people feel happy about, they rate highly. 22:53 So what can we do about it. 22:56 Like, oh yeah, that's all well and good. 22:58 We want people feeling happy. 23:00 Are we gonna just go hug people or what are we gonna do? 23:01 So I've come up with kind of four principles, 23:04 patterns that I've seen across these sites. 23:07 Here's the first one, we're happy when we feel smart. 23:09 So, this means autonomy to some level, so 23:13 it's something that often is familiar, something you can do really easily, 23:16 something that you recognize from all the other sites that you use. 23:22 And why, I think, why Expedia came out a little better than Hipmunk, even though I 23:27 thought, you know, the designer in me said, no, that can't possibly be. 23:32 We've also looked at correlated usability with happiness, and 23:38 we can see, without usability, there is no happiness. 23:44 65, that's the magic number. 23:48 We do use 100 point scale. 23:49 So I know. It's so silly to have a number on it. 23:50 It's like, gotta get it 65. 23:53 But [LAUGH] that's where happiness starts. 23:54 If you don't have ease of use, you may as well just not bother. 23:57 And definitely gives you good reason to not put captchas on your site. 24:03 [LAUGH] So control is another part of this making people feel smart. 24:06 So, when we looked at a lot of the healthcare sites together, 24:12 one of the ones we looked at was eHealth. 24:15 And this was a site that made people feel, 24:17 really, like they were in control of what was going on, 24:20 and confident about something that they might feel anxious about. 24:24 Time is something that a lot of people try to track to engagement, but 24:31 also to ease of use. 24:34 And we found that, that was more of a correlation between time and ease of use, 24:37 so people felt like they were spending their time fruitlessly then they were 24:42 not going to be happy. 24:47 In the short term or the long term. 24:49 Whereas for engagement, it seemed like it didn't matter very much. 24:53 So, and then finally, for making people feel smart, sometimes it's not so 24:56 easy but it's that they've mastered something. 25:00 So it's something that I've worked with a lot because I 25:02 have a lot of entertainment clients is. 25:06 The cable login, right, which we all, like, hate and 25:08 we put in other people's credentials and whatever. 25:11 I know what you guys do. 25:13 So [LAUGH], but once people have this down, they feel like, oh, 25:14 yeah, okay, I can do it. 25:19 And mastery is actually one of the most powerful ways to make people feel smart, 25:21 because of then they'll go talk about it and they'll recommend it. 25:26 So sometimes having something that's hard, but it's like, worth the effort, actually 25:29 makes sense to people, and, and makes them wanna tell other people about it. 25:35 So the takeaway here is we wanna design so people can be independent and feel smart. 25:39 The second principle is design as if there's a real person in there, so 25:45 this comes away from a comment that I had recently. 25:49 In some research where somebody [LAUGH] said this, and I was like, yeah, 25:52 that is so true. 25:56 We talk a lot about, you know putting together our sites in sort of a simple, 25:58 easy language, but it still sounds a little stilted a lot of times. 26:03 It still doesn't sound like we're talking to a person. 26:07 Like, I would talk to this person who's not yet blue on her mood ring, 26:10 just one-on-one, right? 26:15 [LAUGH] So, that's what we wanna do. 26:16 So, yes, authenticity is a part of it, 26:19 needs to feel like a real con, conversation. 26:22 Respect is a part of this, though, too. 26:25 This is something that came up again and again. 26:26 Is that, people wanna feel like there's, there's boundaries. 26:29 And that you respect who they are and what, what they are bringing to this. 26:33 Which is often their data, right? 26:38 Because if the, if something's free you're the product as the user right? 26:40 [LAUGH] So, cuz it's your data. 26:45 That's the product. 26:47 And then finally care. 26:48 [LAUGH] So you can see that Amazon is looking out for me. 26:49 It says don't buy those again, you already bought those. 26:53 [LAUGH] And people respect, you know, 26:56 these little touches are what ma, makes people feel kind of nurtured. 26:59 This came out in Harvard Business Review, and 27:03 I feel like this is a really complicated way of looking at the relationships. 27:05 Fascinating, though, that we have with technology as a whole, and, and sites. 27:11 And so, I don't know if we have to go down this path where, hm, 27:17 is it a guru-disciple relationship, or is it a, is it a one-night stand, or, 27:21 you know [LAUGH] what kind of relationship do we have with these people? 27:26 I think the takeaway here is, design as if we're friends in real life. 27:28 So if you're, especially when you're looking at content on your site. 27:32 If you're looking to we'll find that you want that voice to be as if 27:35 you're talking to one person as a friend. 27:40 Okay, third thing. 27:43 This seems a little bit antithetical, right. 27:46 I said oh, we want mi, to make people feel smart, we want it to feel familiar. 27:48 But we also wanna be really engaged, because we get sick of stuff really fast. 27:53 So this is, 27:59 if you guys have seen this Louise Kay video, you probably all have right? 28:00 Or it's like everything is amazing and no one's happy. 28:04 So first we could fly. 28:07 Then we have cocktails. 28:08 Then we have Wi-Fi. 28:10 Then we could even lay down on the planes. 28:10 And it still sucks, it's not good enough. 28:13 You know, or if you're married, for instance, 28:16 you're familiar with this concept where you become accustomed to things and, 28:18 anyway, I, I'll speak no further of that. 28:25 [LAUGH] I'm gonna get into trouble if I talk about that anymore. 28:27 Okay so, so what does this mean? 28:29 Play. 28:33 I can try things without risk. 28:34 This is a site that lets people play around with 28:35 something that is not very playful, their mortgages. 28:39 People just love it because there's no credit hit, 28:42 there's no risk to giving your information. 28:46 There's nothing it, there's, they can kind of goof around with it and 28:49 play out different scenarios and imagine sort of possible futures for 28:53 themselves, and that's really important. 28:57 variety, surprising people a little bit, so, right in, in the delight sense we're 28:59 always thinking about what's that little surprise that's gonna, 29:04 like, push it over the edge and make it, like, super delightful? 29:07 And there's even sites. 29:09 I think, like Little Big is Tumblr blog that hap, documents all these cool little, 29:11 teenie, tiny details that probably a lot of people miss, but 29:16 we're all really tuned into. 29:20 But that, there is a place for those and happiness and and it's here in 29:22 this rich environment where we can fi take kinda delight in those special treats. 29:25 And then there's just purely curiosity. 29:31 This always surprises me, 29:35 because WebMD, I look at the site and I'm just like oh my god. 29:36 It was too much. 29:39 People love it, 29:42 and they especially love, I don't know if you guys, does my little thing work? 29:43 Down here, top searches. 29:46 They love little details like this where it shows what other people are doing. 29:48 And so they don't have to feel ashamed about what they're looking for. 29:53 They feel like, oh okay. 29:57 I'm curious about that, but guess what other people are curious too. 29:59 So, when we look at the idea of engagement, 30:03 we find that the more happy moments that people have along the way. 30:09 And this is where variety comes into play as well, 30:13 that the higher their happiness rating is at the end, and the higher they rate it 30:16 a week later after they've used the site, so the more little moments sprinkled 30:21 through that give variety, it actually does have an impact overall. 30:26 So, designed for the thrill of the new. 30:31 Finally the last principle I think that we found from this data is continuity. 30:36 So what I mean by continuity. 30:42 Well, a few different things, right? 30:44 We wanna feel some connectedness with the world. 30:46 So. 30:50 I've been going to some different conferences, non U.S conferences, and 30:51 one of those was a conversion conference. 30:54 And it's all about the landing page and 30:56 the funnel and, like, just get them to click the button, you know? 31:01 And it's all ab testing and all that. 31:07 And, that's really far afield from making people happy. 31:09 I mean, of course, people, if that's something they wanna do, 31:12 that's fine, but it's not making them feel happy. 31:16 So, I think there is some components of this continuity. 31:18 First of all, recognizing that there is no sort of digital real life divide any more, 31:22 people are very cognizant of that now. 31:28 That's very fluid. 31:32 The, the divide between those two things. 31:34 So it's not like, oh I'm gonna go online now. 31:36 Now I'm in real life, you know? 31:39 And so. 31:40 [LAUGH] This is the line right here, you know? 31:41 But, so sites like Mint rank very well in, in our data set because for that reason. 31:45 They're bringing the, 31:52 they're bridging those two together and they're doing it on mobile really well. 31:53 And that's the usually where that come into play. 31:57 Curation, this is all about, 32:00 this continuity piece is all about sorta playing out possible selves. 32:02 And so one think one pattern that we've seen is that people are, are, 32:06 really like to discover new ways that they can live their lives, basically, 32:12 and so sites that do that kind of pull that together for them. 32:18 Netflix is another big one. 32:23 And that's what this quorum is about. 32:25 So somehow, even though I know it's, it's not personal. 32:26 It feels really personal, and people are willing to overlook that. 32:30 I see it as a kind of continuity. 32:33 And then finally, kind of an aspirational component to this. 32:36 So people love the Apple site, and 32:39 it's not because most of them are not gonna buy Apple products. 32:41 A lot of the people I talk to there, just not, or they already have. 32:44 But it feels like the site thinks I'm a little cooler than I am. 32:48 It kind of speaks to that me that I want to be, and so 32:53 that's something that leaves people with a very happy feeling when I leave the site. 32:57 And so for the continuity designing for 33:01 past, present, and future is what you wanna do. 33:04 So what's the result of all this? 33:08 What do people do when they're happy on sites? 33:10 Well, when they're happy, they have greater engagement, so 33:13 we track engagement on a variety of different metrics that are you know, 33:17 some are event stream and some are single metrics. 33:22 And I'd love to talk metrics with you all day [LAUGH] but 33:25 that's not what this is about. 33:28 But anyway we can see there's a strong connection there. 33:29 We can also see there's more recommendations when people are happy. 33:32 So that once the happiness is there, it spreads. 33:36 So Facebook. 33:41 Did this without our knowing. 33:42 They proved kind of the same principle, that happiness breeds more happiness. 33:44 And then finally, the happier people are, the more likely they are to return and 33:49 come back again, and make that site part of their daily routine. 33:55 So how do we keep finding the things that make us happy? 34:01 We have to measure before, during, and after. 34:04 This is kind of my happy experience continuum. 34:08 That I try to track a lot of these different points. 34:12 So we're very concerned with the now, and so 34:16 are the analytics people too, curiously enough. 34:20 But we need to broaden that reach out to before and after, and, and 34:22 the right before, and the [LAUGH], and the, you know, the, the long hereafter. 34:28 And if we wanna keep in mind the principles of the helping people feel 34:34 smart, nurtured, challenged and connected. 34:37 So I think you guys are ready to take the pledge. 34:40 I'd like you guys to raise your right hands. 34:44 Okay, I solemnly swear. 34:48 >> I solemnly swear. 34:53 >> To the users, who I love. 34:55 >> To the users, who I love. 34:58 >> To the superstars in this room. 35:00 >> To the superstars in this room. 35:03 >> To my new friend Pamela. 35:05 >> To my new friend Pamela. 35:06 >> That I will always. 35:08 >> That I will always. 35:10 >> Always. 35:11 >> Always. 35:12 >> Practice happiness first design. 35:13 >> Practice happiness first design. 35:16 With the power vested in me [LAUGH] as speaker, 35:19 I pronounce you an awesome audience. 35:21 Thank you very much. 35:24 And if you wanna read more about this 35:26 easiest way is probably follow me on Twitter. 35:28 I'll tweet out the stack and 35:30 some other related articles, that were the source of this or that came out of it. 35:32 Thanks so much, you guys. 35:36 [APPLAUSE] 35:37
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