Hej!

Philip Battin

BA Industrial DesignMSc Strategic Product Design

I am going to talk about:

→ Complicated, interactive, products→ Video games→ Flow psychology

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A study on consumer behavior in 2002:

48% of all returned products were technically fully functional

28% failed to satisfy user needs 20% because of users’ remorse

den Ouden, E., Yuan, L., Sonnemans, P. J., & Brombacher, A. C. (2006) Page 3 / 17

Problem:

Products may contain all thefunctionalities users desire, butcomplexity and bad UXmay cause users never to adoptthe product in their lives.

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Hypothesis:

Learning a complex product is like learning a complex video game.

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Flow - the source of optimal learning

Csikszentmihalyi, M. (1975)

State of mind“Being in the zone”

Example:First time skiing

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Flow is how you learned to play WoW

Entry level challengesSequenced complexityThe more you play, the more you learn

The important metrics: Experience points (Exp)Levels Page 7 / 17

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Example: Samsung E8005 SmartTV

“The tv that can do everything”

Asses the challenge of functionalities accordingto the Dreyfus model of skill acquisition

Page 9 / 17Dreyfus, Stuart E.; Dreyfus, Hubert L. (February 1980)

Paradigm:

What you see is what you can do.(WYSIWYCD)

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First time use: Very basic controls.

Watch tv → Contextual controls

Using the product elicits exp pointswhich eventually ‘levels up’ the user

To nudge the user “Did you know”dialogue boxes are presented

Ribbons mark new, more advanced, functionalities

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Sequence challenges to match your experience

Conclusion:

Early conceptImpatient usersExpert users - Advanced buttonDifferent users of same product

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Thank you!

TWITTER: @philipbattinEMAIL: philip@battin.dkWEB: philipbattin.com