Year of the Goat - Alissia Iljaitsch & Dr. Priya E. Abraham - Vectorform & LearningSigns - Digital...

YOTG 15 Digital Anthropology @vectorform @ailjaitsch @cyberconnecting #IoT #Gamification #HMI #UX

Presented By:

Ethnographical User Studies & Gamification Mechanics

Digital anthropology in the connected universe

Alissia Iljaitsch | Executive Director EMEA

Dr. Priya E. Abraham | Digital Anthropologist


ABOUT VECTORFORM

Vectorform invents digital products and experiences.


ABOUT VECTORFORM

Vectorform’s work spans mobile, video

game, desktop, online, in-vehicle, and

next-generation platforms. Our award-

winning expertise in creating cross-

platform interactive experiences and

our reputation as a tenacious,

outcome-oriented partner is

unmatched.

+ Founded in 1999 in Detroit, MI

+ Owned and operated by managing

partners Jason Vazzano, Kurt

Steckling, and Karl Steckling

+ Global offices in Seattle, Detroit,

New York, Munich, and Hyderabad

+ 100+ employees


Alissia Iljaitsch Dipl. Kauffrau – Innovation Management & Media Law

Executive Director EMEA | Vectorform


Dr. Priya E. Abraham MA - Cultural Anthropology

MBA – Executive

PHD – Business Anthropology

Digital Anthropologist | Vectorform


POSITIONING

User Experience Evolution | Before and After


UX Project Lifespan

Discover

Goals

Needs

Strategy

Test & Create

Development

Testing

Distribution

Support

Concept & Prioritize

Concept

Process

UX / UI / Design

Technology / Innovation


IDENTIFYING THE NEED FOR USER-CENTRIC

DESIGN

User Experience (UX) and User-Centric

Design (UCD) is the study of empathy.

Being able to place ourselves in the

stakeholder’s position allows us to

anticipant their frustrations, needs,

goals and expectations.

Digital Anthropology Approach

context of use

motivation

empathy frustrations

expectations


DTE Insight Know Your Own Power.


Research Methods

Cognitive Science

Focus Groups


We began our initial pilot test of

real-time data with a small set

of users for about 1 month.


I’d rather dig a ditch than

play a game, because I can

see what I did was real.

Art, 71

“

” ”

“

”

“

“

”

“

”

If I want to play

a game I’ll just

play Angry Birds.

Nate, 25

DTE Energy

means serious.

Nicole, 43

I don’t want

people knowing

my energy use.

Debbie, 39

I would probably

constantly lose and

feel like a failure.

Joan, 48


GAMIFICATION

Reducing Customer Energy Consumption

DTE and Vectorform’s goal was to reduce customers

energy consumption and maintain that reduction

long-term.

Before gamified components were accessible within

the experience, results showed that after one month

of use only 30% of users were regularly active. Users

were not engaging in their community or challenges

DTE Energy


3 Biggest Improvements to Engagement

Dynamic Coaching

Social

Challenges


GAMIFICATION

Statistics and Results

Gamification elements eliminate the linear slope of lost

engagement, and brings users back to the application on

a daily basis.

After 30 days…

DTE Gamification

(n=150) (n=1500) (n=1500) (n=1500)

Within 9 Months:

OVER 45,000 UNIQUE DOWNLOADS

USER RETENTION

RATE

65%


Tools and Methods Methods, Purpose and Objective


EXAMPLE OF AN ANTHROPOLOGY TOOLBOX

Source: Abraham 2015: 48


Cyberconnecting The Origins of Digital Anthropology


CYBERCONNECTING

+ Understand the user’s sense of the world through true immersion.

+ Identify discrepancies between what people say they do and what

they actually do.

+ Valuable in different contexts: natural use of product, lab-based use,

decontextualized use, hybrid use.

The Truly Cyberconnected User


CYBERCONNECTING

+ The anthropology toolbox

+ The Three Lenses of Diversity

+ Multiple identity constructions and

connecting people

The Comprehensive

Summary

empathy


Let’s start the discussion.

Alissia Iljaitsch ([email protected])

Vectorform GmbH

Arnulfstrasse 37

80636 München

T +0049 (0) 89 856 333 91 C +0049 (0) 152 536 88 222

Thank you.

Year of the Goat - Alissia Iljaitsch & Dr. Priya E. Abraham - Vectorform & LearningSigns - Digital...

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Transcript of Year of the Goat - Alissia Iljaitsch & Dr. Priya E. Abraham - Vectorform & LearningSigns - Digital...