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Research through Design Model(Zimmerman-Eckles, 2007)
Target Population
I have categorised my users in 3 main types and followed the Behavioural Chain for web services methodology by (Fogg, Eckles, 2007):
๏ 1. New Users
๏ 2. Superficial involvement
๏ 3. Loyal Users
I am designing a workaround solution that would include all above types of users
Process-Rationale:
I chose to work with Fogg framework
1. Includes all types of users,
2. Focuses on user engagement,
3. Utilises a pattern well used and succeeded online,
4. Circulates user involvement from loyal to New User
5. Supports user growth
Invention
Inspired mostly by current state of the art M&S mobile site and with a mind to ease of use I emphasised on shopping lists and the 3 point "click" to purchase.
๏ Shopping lists are usual lists with weekly shopping the user can
• Select to drop in the basket before he/ she
• Commits the purchase.
I am leveraging users mental model by adding Recipe lists to my design solution.
๏ Recipe lists, are those lists with all selected ingredients for that particular recipe only. The user first can:
• Search for the type of food they want to cook and then
• Select the ingredients that it consists of (may be added manually or even be recommended to them).
• Contribute Value by creating content for the site
• Share lists with their friends and family
Relevance
๏ We are addressing the meaning of lists in the first place
๏ We are introducing an innovative mental model in the market. Simpler for the user to cognitively think of one desire:
• "what to cook tonight?", rather than:
• "what do I need to cook that dish tonight?"The above statement however is a speculation, we would need to conduct user testing to test the hypothesis. We are yet to fathom its extensibility as a sheer recommendation system to simplify the currently designed mental model.
Extensibility
We aspire that the outcome of this project will
๏ Set the bar to the UX community and
๏ Become the example for other eGrocery mobile sites & apps.
The Behaviour Chain for Online Participation: How Successful Web Services Structure
Persuasion (Fogg-Eckles, 2007)
New Users Undecided Users
Phase 2- Superficial Involvement
Decide to Try
Allow for playful exploration on products, offers and services before user decides to create an account.
Fogg supports that a lot of successful web sites “Encourage users to get started using the service before having to make a commitment to it.”
Get started
• On registration provide a simple form (v.s. Gathering user information early on),
• Give clear upfront information and
• Allow them to see other friends using it (i.e. Via facebook, twitter etc.)
Loyal Users
Phase 3- True Commitment
Create value and Content
We suggest that loyal users be
provided with the possibility to
create value by adding content
(lists, recipes, upload images of
cooked food or user products) and
being able to re-use it or share it
friends, family or community.
Stay Active and Loyal
Another future suggestion to
consider would be a Loyalty
Passbook app exclusively for loyal
members.
Involve others
Above all, involving other users
and getting reward for their actions
is highly suggested.
202 B.J. Fogg and D. Eckles
Fig. 1. The Behavior Chain for Online Participation. The Behavior Chain is found across many successful Web services. It consists of three Phases, each with multiple Target Behaviors. When users reach the True Commitment Target Behaviors – specifically Create value and content and Involve others – they contribute to the service's ability to influence new users to follow the behavior chain. (We acknowledge help from Mike Krieger and Jyotika Prasad in creating the early versions of this diagram).
Phase 1- Discovery
Learn about the Service
We propose creating awareness
about the mobile site through
friends who are current loyal users,
thus creating a “viral” element.
Visit Site
Credibility of community
recommendation is of equal
importance. So, we are proposing
that they be invited via email by
loyal members friends name under
sender.
A proposed guideline here
would be let value be created from
existing users who are in phase 3 of
the behaviour chain.