Design and Characterization of a Plunge-Capable Friction ...
Design of friction - Design Encounters Conference
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Transcript of Design of friction - Design Encounters Conference
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FRICTION IN DESIGN
The force resisting action of
actors* interacting with each
other.*humans, interfaces and objects
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Maglev train beating the world speed record
Pic
ture
: SC
Mag
lev
Test
Rid
e;
by:
Mar
ylan
d G
ovP
ics,
CC
BY
2.0
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Omnichannel experience at Starbucks
Pic
ture
, By:
DJ
Wal
sow
, CC
BY-
NC
2.0
By
An
eilL
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By:
Jo
sh H
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tt, C
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1-Click ordering at Amazon since 1999
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Frictionless supremacy?
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What if just the right amountof resistance, of friction, could
enhance experience?
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One slip is enough for a fatal fall
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Are you going to get in?
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Problem: Not enough drivers availableat peak hours!
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In situation of supply-demand mismatch,how to:
Make customersless disappointed?
Make anadditionalprofit?
Protect from competition?
$$$
1 2 3
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Solution: Surge Pricing as Friction
Source: Bill Gurley, A Deeper Look at Uber’s Dynamic Pricing Model
Higher demand for Uber
Automatic increaseof fare rates
More drivers availableSome demand drifts
away
Increasedprofits for
drivers
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Predicted Effect of Surge Pricing
Price
Quantity
P1
P2
Q1
Price
Quantity
P3
Q2
Chart 1: Before Surge Pricing Chart 2: After Surge Pricing
Ass
um
pti
on
: Cet
eris
pa
rib
us
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Q: Who reads Terms and Conditions / End User License
Agreements before using a product?
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Over 50% of users do not read End User License Agreementsbefore clicking the „I agree” button (Böhme and Köpsell).
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Implementation of Surge PricingSo
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ey, A
Dee
per
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Dissatisfaction of customers
Dissatisfaction of drivers
Customers unaware of price surge
Sou
rce:
htt
p:/
/ww
w.r
ealu
be
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.uk
Sticker price shock
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New Solution: Friction Added to The Process
Sou
rce:
Bill
Gu
rley
, A D
eep
erLo
ok
at
Ub
er’s
Dyn
am
ic P
rici
ng
Mo
del
, R
edes
ign
ing
Ub
er’s
Surg
eP
rici
ng
, To
uch
po
int
Vo
l. 7
, Ro
ber
t J.
Nea
l
Screen 3Screen 2Screen 1
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Friction for Managing Expectations
• Increase in voluntary behaviour
• Increase in satisfaction
•Business impact: increase in revenue & market share
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Designing for Trust at Airbnb
• Profiles:
- Removed anonimity
- Mandatory profile pictures
• Recommendations
• Messaging
Ico
n b
y Jo
e T
he
Go
at F
arm
erC
C B
Y2
.0
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„Racial Discrimination in the Sharing Economy: Evidence from a Field Experiment"*
Some of Airbnb’s design choices
facilitate discrimination
Guests with African-American names
are 16% less likely to be accepted
*Working paper (2015) by BENJAMIN EDELMAN, MICHAEL LUCA, AND DAN SVIRSKY, Harvard Business School
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HBS’ scholars suggestions* for Airbnb
1. Alter the pricing mechanisms
2. Limit the flow of discriminating information
3. Enable an equal access to key functionalities (e.g. Instant Booking)
*Research by BENJAMIN EDELMAN, MICHAEL LUCA, AND DAN SVIRSKY from Harvard Business School
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Solution: Airbnb’s Open Doors Policy
Ongoing experimentation with:
• Booking help toward guestsdiscriminated against
• Going beyond photos
• Inreacing availability
of „Instant book” service
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Expected Results of Intervention
Inreased friction for hosts:
smaller control over guests
Decreased discrimnation of guests and increase in their satisfaction
More transactionsoverall*
* Hypothesis to be verified
Enforcementof the policy
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Criticism of implementation of this policy
2 opposing views
Hosts prefer the status quo
Much more could be donefor discriminated guests
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Application of Friction for Collective Wellbeing
• Limit discriminating behaviour
• Empowerment of the weaker
•Business impact: more transaction overall*
* To be verified
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Friction in credit card experienceP
ictu
re: A
pile
of sca
tte
red
cre
dit c
ard
s,
CC
BY-
SA 3
.0
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Financial Services User Research*
*Co-Research by Kwiecinski Business Advisory (2015, 2016)
Credit cards are tempting and
easy to use
Fear of getting intoa debt spiral
&Disbelief in one’s
moderation of credit card usage
Avoidanceof credit cards
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Solution: Damaged (Good) Credit Card
Friction through explicitly restricted functionality
Decrease
in psychological barriers Additional limitsUsage only in selected POS
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Solution: Fuel Credit Card (Damaged Good)
Pic
ture
: by
Ram
a, C
C B
Y-SA
2.0
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MyKey - Another example of a DamagedGood:
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Friction for Self-Assurance
• Limited functionality
•Decrease in psychological barriers
•Business impact: more clients and more transactions
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Effects of Increased Friction
Managed expectetions
Increasedself-assurance
Increasedcollectivewellbeing
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Productive friction
1. When restriction of actions is needed.
2. When friction (difficulty) leads to creation of addedvalue.
We can also use friction as a metaphore – to challange
the assumptions
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Lessons to be applied
•Apply just the right amount of friction
•Analyse multiple stakeholder perspectives
•Redistribute friction within a system to improve the overall
mechanics
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Pic
ture
: U
nsp
lash
,CC
0 L
icen
se
Use Friction as a Tool!
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Tomasz Bieńkowski
Senior Service Designer