{"id":157,"date":"2008-03-10T10:05:21","date_gmt":"2008-03-10T16:05:21","guid":{"rendered":"http:\/\/www.regnskygge.net\/?p=89"},"modified":"2008-03-10T10:05:21","modified_gmt":"2008-03-10T16:05:21","slug":"sxsw2008-notes-keynote-kathy-sierra","status":"publish","type":"post","link":"http:\/\/techory.com\/sxsw\/?p=157","title":{"rendered":"SXSW2008 notes – Keynote: Kathy Sierra"},"content":{"rendered":"

Sunday, 9 March 2008 - 3:30PM<\/span><\/h4>\n

“Better than chocolate, better than sex.” Even if nobody really MEANS it, what would it take to craft experiences our users would describe like that? In this new follow-up to creating passionate users, we’ll look at tools that can help take us there (including some fun science). We’ll cover some new, some retro, and some counter-intuitive techniques to take Cognitive Seduction to the next level. Best of all, we can do a whole lot of user wooing without having to change our product.<\/p>\n

Kathy Sierra - Creating Passionate Users<\/a>\n<\/p><\/blockquote>\n

What would you like to be really good at, but are not?<\/p>\n

Likewise, how do we help our users kick ass at something?<\/p>\n

In reviews, would you rather have users talk about the product kicking ass or the company kicking ass? Neither. Correct answer: You should have the users saying, “I kick ass.”<\/p>\n

How do we reverse engineer passions so the the user has a hi-res user experience. Allowing the user to feel getting better and better at something?<\/p>\n

Big news in neuroscience: neurogenesis<\/a> and neuroplasticity<\/a>.<\/p>\n

Difference between fantastic and average: It is much less about natural talent and more about practicing - focusing on repetition. (Reference: article from SciAm<\/a>)<\/p>\n

Richard Restak<\/a>: “We need a rage to master”<\/p>\n

Users don’t care about your tool - just what they can do with it.<\/p>\n

Book reference: Four-hour Work Week<\/em><\/a><\/p>\n

1) Use Telepathy<\/strong>
\nMonkey’s brain fired sympathetically based upon the actions of the researcher - mirror neurons. You are not thinking what the other person is thinking - only simulating the activity. But the simulation resolution depends upon YOU. Motor neurons fire based upon the observer’s experience. If I have more experience of the watched activities then my simulation is more hi-res. For visualization, the way you visualize is important - the POV needs to be first person.<\/p>\n

2) Serendipity<\/strong>
\nOur brains are pattern matchers. We are wired to see patterns. We need to bulid in randomness to create serendipity.<\/p>\n

3) the Dog-Ears design principle<\/strong>
\nExample: the real-world physics of the iPhone - the bounce at the end of a scroll. it is about how things move. think about real physics<\/p>\n

4) Create Joy<\/strong>
\nThink about joy. It is crucial to the user’s brain. Playfulness. (Lookup: Amy Jo Kim and Liz Danzico)<\/p>\n

5) Inspire First-person Language<\/strong>
\nWhat can I do to inspire users to talk about themselves instead of the company or product. for example, Amazon reviews have a lot of “I”. <\/p>\n

6) T-shirt First Development<\/strong>
\nWhat does it say that someone is one of your users (wearing your t-shirt) and they announce it to the world. What is it saying about them.<\/p>\n

7) Easter eggs<\/strong>
\nUser’s like them. Book: A Smile in the Mind<\/p>\n

8) Tools for Evangelism<\/strong>
\nGet users to woo other users. Give them a means to do it. If they are passionate they just need a means. (See Twitter in plain English by CommonCraft). Gve people a way to explain what may be considered a waste of time.<\/p>\n

9) You are a…<\/strong>
\n(activity: look someone in the eyes) Via evolution, this freaks us out becuase there is a predator reaction from staring. The fear of speaking to\/facing others causes stress and it will inhibit thoughtfulness. Managing stress allows users to engage by managing fight or flight.
\nproducts to check out: Stresseraser and <\/p>\n

10) Exercise the Brain<\/strong>
\nExample: Brain Age. the exercise that best helps your brain performance is real physical exercise. Optimizing your body for mental focus.
\nHelp improve their body<\/p>\n

11) Give them superpowers quickly<\/strong>
\nexample: Electric Rain (user must do something cool within 30 minutes”)<\/p>\n

12) ???<\/strong>
\nExpert really do know more. Example: Chess masters have the ability to pull from a massive number of patterns recognized from an actual game
\nLearn to do knowlege acquisition and representation
\nBruce wilcox
\npaterns, paterns o best practices<\/p>\n

14) Make your product reflect feeling<\/strong>
\nTey to imagine how they are feeling - confused<\/p>\n

15) Help reinvestment of mental resources into new problems<\/strong>
\nsiggy magnuson
\nnon-experts vs. experts ???
\ndid not grok this one
\nHelp users focus upon what is salient for the acquisition of expertise. Attention offsets: acknoledge that a fun thing is not the primary focus. <\/p>\n

16) Create a culture of support<\/strong>
\nRecreate the hero’s journy for the user so they can become mentors for new users. Make them into a mentor long before they are experts. No dumb questions. No dumb ansswers either. this will encourage people to support one another. teach them how to ask and answer.<\/p>\n

17) Do NOT insist on “inclusivity”<\/strong>
\nExample: jargon is good. passionate users toak differently. You may want to separate the new and expert users, but don’t for<\/p>\n

18) Produce Seductive Opacity<\/strong>
\nmystery - Anticipation - curiousity
\ndiane ackerman from deep play quote.
\nthe digital world has raised the value of the tangible - the package. Example: the smile on the Amazon package. Unboxing as porn.<\/p>\n

19) Atoms are not old-skool afterall<\/strong>
\nexample Etsy and Make. digital products are not appealing to our physical senses. that is why networked, tangible devices are so popular. Petted rabits had lower choloesterol
\nChumby<\/p>\n

19.5) Special guest: Gary - the wine guy<\/strong>
\nHis site encompasses all of what she is talking about.
\n(briansolace.com)<\/p>\n

20)<\/strong> She never mentioned a number 20, but I felt obligated to have one.<\/p>\n","protected":false},"excerpt":{"rendered":"

Sunday, 9 March 2008 – 3:30PM
\n“Better than chocolate, better than sex.” Even if nobody really MEANS it, what would it take to craft experiences our users would describe like that? In this new follow-up to creating passionate users, we’ll look at tools that can help take us there (including some fun science). We’ll cover some […]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[11],"tags":[],"_links":{"self":[{"href":"http:\/\/techory.com\/sxsw\/index.php?rest_route=\/wp\/v2\/posts\/157"}],"collection":[{"href":"http:\/\/techory.com\/sxsw\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/techory.com\/sxsw\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/techory.com\/sxsw\/index.php?rest_route=\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"http:\/\/techory.com\/sxsw\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=157"}],"version-history":[{"count":0,"href":"http:\/\/techory.com\/sxsw\/index.php?rest_route=\/wp\/v2\/posts\/157\/revisions"}],"wp:attachment":[{"href":"http:\/\/techory.com\/sxsw\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=157"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/techory.com\/sxsw\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=157"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/techory.com\/sxsw\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=157"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}