HCI International 2017
Vancouver, Canada, 9 - 14 July 2017
Vancouver Convention Centre
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T07: Mobile Persuasion Design+UX: How can Information Design plus Persuasion Design Change Behavior?

Monday, 10 July 2017, 08:30 – 12:30

Aaron Marcus (short bio)
Aaron Marcus and Associates (AM+A), Berkeley, California, United States


Presenting information is not sufficient to effect behavior change. Products and services seeking to do so must incorporate key elements of persuasion design, also. They must provide suitable dashboards; context modeling; social network connections to friends, family, and interested communities; tips and advice; and games and competitions. By incorporating these key ingredients, more effective mobile (and associated desktop Web portals) can be designed to accomplish persuasion objectives to improve behavior in the short term and long term. User-centered design processes can carry the development process from start to finish.

Participants will become familiar with the theories of user-centered user-experience design, new technology, the science of persuasion, and the merging of these developments in the current state of mobile product/services, including applications for phones, tablets, wrist-top devices and other wearables, and associated Web portals. Issues discussed will include those from key technology, social, business, culture, and UI/UX design. Each project discussed will include references to competitive product analysis, user of personas and use scenarios, design sketching, and evaluation.
Concepts covered to assist professionals to design more effectively are these:

  • User Analysis: Specification of user demographics and user-environment, user modeling, task analysis, and accounting for business objectives
  • Metaphors: Easy recognized and remembered, fundamental conceptsconveyed through words, signs, and images
  • Mental models: Appropriate organization of data, functions, tasks, roles and people
  • Navigation of mental model: Efficient movement within the mental model via windows, menus, dialogue boxes, or control panels
  • Interaction: Effective input and output-feedback sequencing
  • Appearance: Quality visual, acoustic, and touch characteristics
  • Information Visualization: Tables, charts, maps, and diagrams
  • Basic visual design: Scale, proportion, rhythm, symmetry and balance
  • Cross-cultural communication
  • User-centered design process

In this workshop participants will learn practical principles and techniques that are immediately useful.

Course Description/Abstract:

This tutorial summarizes key concepts of user-centered design (UCD) for mobile experiences, then focuses on mobile persuasion design, with detailed discussion of ten case studies, as time permits, each for a unique user community and content/context, with questions/discussions after each Machine case-study presentation. The complete Machine case studies are the Green Machine, the Health Machine, the Money Machine, the Story Machine, the Travel Machine, the Innovation Machine, The Learning Machine, the Driving Machine, the Happiness Machine, and the Marriage Machine. Five of the Machines have received design awards. The specific Machines presented will depend on the time available accounting for questions. In addition to the lectures handout notes, participants will receive other documents and publications that will help them put theory into practice after the tutorial.

This tutorial includes all of the Machines discussed in one of Mr. Marcus' latest books, Mobile Persusaion Design, published in 2015 by Springer UK. The book contains the most complete case studies of each of the ten Machine projects ever published.

Agenda and Exemplary Schedule

Time Topic
08:30 Tutorial begins
08:30 - 08:45 Lecture 0: Introduction to Content and Speaker, Introduction to AM+A, Introduction to Participants and their objectives

This portion introduces the schedule, objectives, and speaker’s credentials, and self-introduction of the participants, their backgrounds and objectives.
08:45 - 10:30 Lecture 1: Introduction to Mobile Persuasion Design and 10 Case Studies

This extended lecture describes about 5 of the 10 Machines projects, prototype concept designs for mobile user-interfaces and information-visualization design that combine principles of information design and persuasion design, in conjunction with specific subject matter to change people’s behavior. Selections from 10 Machines will be described:
  • Green Machine
  • Health Machine
  • Money Machine
  • Story Machine
  • Innovation Machine
  • Travel Machine
  • Learning Machine
  • Driving Machine
  • Happiness Machine
  • Marriage Machine
10:30 - 11:00 Break
11:00 - 12:15 Lecture 1: Introduction to Mobile Persuasion Design and 10 Case Studies, Continued
12:15 - 12:30 Discussion
12:30 Tutorial ends

Target Audience:

The target audience for this tutorial includes those professionals, academics, students, and researchers who are familiar with mobile UX/HCI concepts but who may be new to mobile persuasion design theories and their use with information design in mobile applications.

Bio Sketch of Presenter:

Aaron Marcus, Principal
Mr. Marcus has been researching and designing mobile user-experience design since 1989 and persuasion since 2007. He received a BA in Physics from Princeton University (1965) and a BFA and MFA in Graphic Design from Yale University Art School (1968). He is an internationally recognized authority on the design of user interfaces, information visualization, and document design. Mr. Marcus has given tutorials at HCII, SIGGRAPH, SIGCHI, HFES, UXPA and other conferences, and at seminars for businesses and academic institutions around the world. He has published 26 books and more than 300 articles, including Human Factors and Typography for More Readable Programs (1990), Graphic Design for Electronic Documents and User Interfaces (1992), The Cross-GUI Handbook (1994), Mobile TV: Customizing Content and Context (2010), The Past 100 Years of the Future: UX in Sci-Fi Movies and Television (2012), Mobile Persuasion Design (2015), and HCI/User-Experience Design: Fast Forward to the Past, Present, and Future (2015). Mr. Marcus was the world’s first professional graphic designer to be involved full-time in computer graphics (1967), to program a desktop publishing system (for the AT&T Picturephone, 1969-71), to design virtual realities (1971-73), and to establish an independent computer-based user-interface and information-visualization design firm (1982). In 1992, he received the National Computer Graphics Association Industry Achievement Award for contributions to computer graphics. In 2008, the AIGA named him a Fellow; in 2009, CHI elected him to the CHI Academy. In 2016, the San Francisco Museum of Modern art acquired about 70 of his works and included 21 of them in a show "Typeface to Interface" built around the acquisitions. He is a Visiting Professor at the Institute of Design, IIT, Chicago, and at the College of Design and Innovation, Tongji University, Shanghai.

Mr. Marcus is Principal of Aaron Marcus and Associates, a user-interface and information-visualization development firm with more than 35 years of experience in helping people make smarter decisions faster, at work, at home, at play, and on the way. AM+A has developed user-centered, task-oriented solutions for complex computer-based design and communication challenges for clients worldwide on all major platforms (client-server networks, the Web, mobile devices, appliances, and vehicles), for most vertical markets, and for most user communities within companies and among their customers. AM+A has served corporate, government, education, and consumer-oriented clients to meet their needs for usable products and services with proven improvements in readability, comprehension, and appeal. AM+A uses its well-established methodology to help them plan, research, analyze, design, implement, evaluate, train, and document metaphors, mental models, navigation, interaction and appearance. AM+A developed ten concept designs for mobile persuasion design and documented them in Mobile Persuasion Design (2015). AM+A’s mobile-oriented clients include BMW, Daimler, HP, Microsoft, Motorola, Nokia, Sabre, Samsung, SAP, and Siemens.


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