Of Solution Selection Mikael Collan Franck Tétard.
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Transcript of Of Solution Selection Mikael Collan Franck Tétard.
IADIS CELDA 2007 Algarve, Portugal 2
This presentation
• Background to this research• The focus of the model• Lazy User Theory• Case mTicket• Learning issues• Relationship with some models explaining
technology adoption • Conclusions
Mikael Collan
IADIS CELDA 2007 Algarve, Portugal 3
Background
• The model started from long discussions into why technology adoption models are mostly based on technology and not the user that adopts the technology
• And another set of long discussions into what part does learning play in the selection of which solution to use
• And a third discussion into why mobile services have not really taken off
Mikael Collan
IADIS CELDA 2007 Algarve, Portugal 4
Focus areas of the theory• Focus on the user need and user characteristics, not only on the
technology characteristics• Focus on the effort needed from the user (in €, £, $; time;
activity)• Focus on putting many solutions on the same line (e.g.,
competing technologies)• Focus on effect of learning to the effort needed• The theory tries to explain selection of solutions ≈ technology
adoption• Usable in understanding the chances of market penetration of
new products & in the design of new products (solutions)• Now limited to solutions that fulfill one need 100%
Mikael Collan
IADIS CELDA 2007 Algarve, Portugal 5
The Lazy User Theory of Solution Selection
Mikael Collan
User need
User state
defines
limits
User selection of
solution based on the lowest level
of effort(cost)
”likelihood to select solution”
Circumstances: Location, available resources, available devices, available time, personal characteristics...
Explicitly specifiable want that can be (completely) fulfilled. The need can be tangible or intangible, e.g., information: type of information, depth of information,
Quality of information, completeness of information, urgency of information delivery
Set of possible solutions to
fulfill the needSolution 1Solution 2Solution 3Solution 4Solution 5Solution 6
USER FOCUS COMPETING SOLUTIONS(TECHNOLOGY)
COST(UTILITY)
IADIS CELDA 2007 Algarve, Portugal 6
Case: mTicket
Mikael Collan
Need a ticket for the tram in
Helsinki
User state
Set of possible solutions to fulfill
the need
defines
limits
User selection of
solution based on the lowest level
of effort(cost)
User NeedBuy from the tram
Buy from a kiosk
Buy from a ticket vending machine
mTicketIn hurry, no cashIn hurry, with cash
mTicket selected because only solution
mTicket likely selected if there is waiting time
no hurry, with cash
In Helsinki the ticket is 10% cheaper if bought with a mobile phone, or from a vending machine, than if bought from the tram
IADIS CELDA 2007 Algarve, Portugal 7
A newer less costly solution enters the market
Solution selection
Mikael Collan
COSTLEVEL
€ £ $, Time, Effort
Likelihood to choose solution
User has selected a solution (technology)
A new level reached through learning (becoming an expert user):It has a combination of cost level & likelihood that users choose the solution
Cost (in effort/time) becomes lower due to expertise in use,this makes the likelihood to use the solution higher
The cost of learning is a sunk cost and it has caused for this user a lasting change in the cost level of the solution AND a higher likelihood that this particular solution is chosen by this user in the future
Learning takes place (user learns the system)
Because of the sunk cost in learning the user will not be more likely to adopt the new lower cost solution
At least if it does not offer a lower level of cost than where the user is now
The original solution
What about a new inexperienced user? Which solution will he/she be more likely to choose?
The newer solution, because it offers a lower cost level
What is a ”universal solution”?
It’s a solution that offers a cost level that is clearly the lowest universally => the likelihood to choose the universal solution is the highest
Also: cost level of the universal solution is lower than any cost level of other solutions reachable through learning
IADIS CELDA 2007 Algarve, Portugal 9
Learning issues
Mikael Collan
COSTLEVEL
€ £ $, Time, Effort
Likelihood to choose solution
- An investment in learning a solution makes thecost of repeated use lower (economies of scale)-Learning is a sunk investment that is also a barrier ofentry; new competing solutions must be so much better that they justify ex-ante a new investment in learning, i.e., the faster the investment is ”paid back”, in the form of the lower effort of use, the better
- The size of the learning investment comes from the learnabilityof the solution (how easy is it to learn [to use]) and from the portability of the knowledge needed (transferrability) -The barrier of entry is affected by memorability (how easyis it to remember how to use), if low memorability => low barrier of entry
Gain of eachrepeated use
Gain over oldsolution
How many times must I use the new solution to justify the cost of learning?= Trade-off betweencost of learning & the expected benefit
Transferrability implication:Design new solutions so that users canuse their previous knowledge
Cost of learning (for example)
IADIS CELDA 2007 Algarve, Portugal 14
Relationship with some models explaining IT adoption
Mikael Collan
User need
User state
Set of possible solutions to fulfill
the need
defines
limits
User selection of
solution based on the lowest level
of effort(cost)
TAM (Technology Acceptance Model)
TAM: Characteristics of the technology determine useFocus on technology, not on the user
UTAUT: Unified Theory of Acceptance and use of Technology
UTAUT: Tries to explain what determines the acceptance and use of technology with four key constructs that are affected by four characteristics Focus on single technology at a time
TASK TECH FIT
TASK TECH FIT: Focus on fit of technology to task
COGNITIVE MODELS
Source: Shaft & Vessey (2006)
COGNITIVE MODELS (AKA HCI): Fit between task and information presentation format leads to differences inPerformance (better interfaces => better performance)
The Lazy User Theory of Solution Selection implication for IT adoption:The selection of the solution is dependent on the user need & characteristics that define the available (suitable) solutions, and that the user will select the
least effort solution from the set of available solutions.
Main differences with other models include the inclusion of competing solutions and theacknowledgement that effort (cost) is a main factor in solution selection that depends on the user characteristics (different cost for different individuals). Use is also strongly related
to a need (of the user).
IADIS CELDA 2007 Algarve, Portugal 15
Conclusions• The Lazy User Theory takes into consideration user characteristics,
competing solutions, and the cost of solutions • The theory has interesting implications for defining the effect of learning in
selection of solutions through a change in the user characteristics, which cause an effect in the effort level (cost of use)
• A number of theories explaining technology adoption have points of tangency with the model
Future Research• Empirical research to test the theory• Further modelling of the different issues in learning vis-a-vis the cost
(learnability, memorability, transferrability)• Implications of the theory to solution design • Taking into the model devices that integrate multiple solutions – including
degree of fullfilling a need (now 100%)
Mikael Collan
IADIS CELDA 2007 Algarve, Portugal 17
Thank You for your attention!
Contact info: [email protected]
Mikael Collan