Conversational Design by Erika Hall

Author:Erika Hall
Language: ara
Format: mobi, epub, pdf
Publisher: A Book Apart
Published: 2018-02-08T16:06:00+00:00

Fig 3.17: When a habit loop forms, automatic behaviors replace conscious, goal-directed activity. A system can reinforce a habit by providing additional feedback that contributes to a sense of skill building towards mastery, bringing customer goals into alignment with system goals.

For example, the core action on Facebook is posting updates. The system gives you feedback in terms of Likes from your friends. Getting more reactions from more people feels like getting better at Facebook, and drives further interaction, whether or not interacting through Facebook has anything to do with any higher-order goal.

When designers talk about “delight,” they often mean some unexpected, pleasurable sensation generated from interacting with a product or service. The aspiration is that this delight will be part of the habit-reinforcing reward. It’s easy to mess this up by underestimating the amount of cognitive effort an unfamiliar system requires, and by overestimating how pleasurable the reward is. The result can be an unnecessarily novel interface that’s hard to learn and leaves the user frustrated rather than delighted. Or an interaction that’s only delightful the first time, then increasingly grating through repetition—like your barista telling a knock-knock joke.

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