Digital Immigration: Engaging Technology Avoiders
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Transcript of Digital Immigration: Engaging Technology Avoiders
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Digital Immigration: Engaging Technology Avoiders
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– Simon Mainwaring
“Technology is teaching us to be human again.”
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To Win Over A Technology Avoider
3 Steps
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Use existing cues from previous experiences
1
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Bridge the Uncanny Valley by making it
more human
2
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Build a familiar solution, in order to
build trust
3
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?
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?
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What is a digital immigrant?
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A brief historical survey of the digital information age
First Personal Computers
Bulletin Board Services (BBS)
Video Game Revolution
DotcomBubble
Era of AppleInternet Browsing
Era of Social Media
First Search Engines
1974 201420041984 1994
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Digital Immigrants
Digital Intermediates
Digital Natives
Peak Adoption Line
1974 201420041984 1994
A brief historical survey of the digital information age
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Digital Immigrants
Digital Intermediates
Digital Natives
Peak Adoption Line
A brief historical survey of the digital information age
1974 201420041984 1994
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Digital Immigrants
Digital Intermediates
Digital Natives
AKA Technology Adoption Lifecycle
A brief historical survey of the digital information age
1974 201420041984 1994
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Digital Immigrants
Digital Intermediates
Digital Natives
A brief historical survey of the digital information age
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Name: Judith Ortega
Age: None of your business
Occupation: Retired School Teacher
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Digital Immigrants
1974 2014
Digital Intermediates
Digital Natives
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Digital Immigrants
197419641954
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Digital Immigrants
197419641954
Not actual birth photo
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2014
Digital Intermediates
Digital Natives
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Translation: Remember the IESS delivers one
universal key and with it access to all our services.
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Is this the type of adoption we desire?
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to change avoiders into adopters
2 Ways
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1 Natural Adoption
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2 Forced Adoption
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Once a technology avoider consciously adopts a piece of technology, the experience has already made itself
ubiquitous in society
And the avoiders are forced to use it
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1. Natural Adoption 2. Forced Adoption
*Work on these names
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Traversing the Uncanny Valley
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– Sir Arthur C. Clarke
“Any sufficiently advanced technology is equivalent
to magic.”
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un·can·ny
Peculiarly unsettling, eerie.
So keen and perceptive as to seem beyond what is normal or natural.
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Technology becomes uncanny when it becomes unplugged from
human experience
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http://fakeui.tumblr.com/
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Doctor Who, season 2, ep 5: Rise of the Cybermen
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Is that… Windows? Firefly, e11
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Technology adoption is built upon known interaction cues
built from our own human experience
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by Miguel Oliva Márquez
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by Miguel Oliva Márquez
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These cues have either been adopted from previous technology
or are part of our current knowledge
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Emerging Cues
Digital Immigrants
Digital Intermediates
Digital Natives
Peak Adoption Line
1974 201420041984 1994
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Digital Immigrants
Digital Intermediates
Digital Natives
Peak Adoption Line
Emerging Cues
1974 201420041984 1994
Well known cues
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Digital Immigrants
Digital Intermediates
Digital Natives
Peak Adoption Line
Emerging Cues
1974 201420041984 1994
Well known cues
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Digital Immigrants
Digital Intermediates
Digital Natives
Peak Adoption Line
Emerging Cues
1974 201420041984 1994
Well known cues
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Digital Immigrants
Digital Intermediates
Digital Natives
Peak Adoption Line
Emerging Cues
1974 201420041984 1994
cue overlap
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Digital Immigrants
Digital Intermediates
Digital Natives
Peak Adoption Line
Emerging Cues
1974 201420041984 1994
cue overlap
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Digital Immigrants
Digital Intermediates
Digital Natives
Peak Adoption Line
Emerging Cues
1974 201420041984 1994Cues known only to Digital Immigrants
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Digital Immigrants
Digital Intermediates
Digital Natives
Peak Adoption Line
Emerging Cues
1974 201420041984 1994Cues known only to Digital Intermediates
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Digital Immigrants
Digital Intermediates
Digital Natives
Peak Adoption Line
Emerging Cues
1974 201420041984 1994Cues known only to
Digital Natives
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What was blocking Judith from adopting
technology?
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No Cues = No Human Experience
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No Barrier to Entry
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The key to technology avoidance is to bridge the gap between need and trust.
And that is accomplished by making the experience as human as possible.
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Digital Natives will learn to do fundamentally different things
than digital immigrants
note:
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Because Natives are accustomed to fundamentally different ways of doing things,
they [also] forget the associated cues we receive
from previous technology that immigrants already have as
current knowledge
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Prensky, 2001; Tapscott, 1998
“Surveys conducted by a number of university researchers show that "digital natives" appear to have surprisingly superficial understanding of new communication technologies, especially
the how and why that underlie them”
http://ccnmtl.columbia.edu/enhanced/primers/digital_natives.html
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When immigrant knowledge is the cue for native technology
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When technology avoiders clash with
the natives
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“What technology do you regularly find yourself using today, that you promised you would never adopt in years past?
And why?”
Online Poll:
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65%
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– Clay Shirky
“Communications tools don’t get socially
interesting until they get technologically boring.”
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3 Steps To Winning Over A Technology Avoider
• Use existing cues from previous technology
• Bridge the Uncanny Valley by making it more human
• Build a familiar solution, in order to build user trust
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Thank You