Oded Ran from Microsoft gave a refreshing LikeMinds 2010 Immersive on making people happy with social media and technology (using the new Windows phone as an example). It was fantastic. Here’s our summary where we’ll try and tease out the most important points.
Oded suggested that you can delight customers or users of your product by providing them with feelings of autonomy, competence and relatedness. Here’s a breakdown of those 3 concepts:
1) Autonomy –
the feeling that your activities are self chosen Autonomy is about providing users with an experience (or, indeed, a phone) that is 100% personal. For example, the new Windows phone, features live personalised tiles for tools and apps. Also, the start screen is not limited to icons – YOU call all the shots.
2) Competence –
the feeling that you are effective in your activities It’s all about rewarding users with continually new levels of interaction. The inclusion of Easter Eggs (hidden features often found only by advanced users) is a great example of this kind of reward system in action.
3) Relatedness –
feeling understood and appreciatedThis concept can be broken down into 3 further categories:
a. Interaction
b. Communication
c. Connectivity
THE KEY POINTOded emphasised one point in particular: the 3 feelings above are to do with the product and not with marketing activity. If you want to delight users you have to start and end with the product – your marketing can be to be driven by the product, but it doesn’t work the other way around.
Cheers Oded!
OD Summary: "How to Delight Users" By Oded Ran
Oded Ran from Microsoft gave a refreshing LikeMinds 2010 Immersive on making people happy with social media and technology (using the new Windows phone as an example). It was fantastic. Here’s our summary where we’ll try and tease out the most important points.
Oded suggested that you can delight customers or users of your product by providing them with feelings of autonomy, competence and relatedness. Here’s a breakdown of those 3 concepts:
1) Autonomy – the feeling that your activities are self chosen
Autonomy is about providing users with an experience (or, indeed, a phone) that is 100% personal. For example, the new Windows phone, features live personalised tiles for tools and apps. Also, the start screen is not limited to icons – YOU call all the shots.
2) Competence – the feeling that you are effective in your activities
It’s all about rewarding users with continually new levels of interaction. The inclusion of Easter Eggs (hidden features often found only by advanced users) is a great example of this kind of reward system in action.
3) Relatedness – Feeling understood and appreciated
This concept can be broken down into 3 further categories:
a. Interaction
b. Communication
c. Connectivity
THE KEY POINT
Oded emphasised one point in particular: the 3 feelings above are to do with the product and not with marketing activity. If you want to delight users you have to start and end with the product – your marketing can be to be driven by the product, but it doesn’t work the other way around.
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