Smartphone Applications: The Next (and Most Important ...€¦ · Gamification • Concept: Identify sociological & psychological aspects of popular game & entertainment apps, then
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New Worry: Respondent Expectations• Being involved in a scientific survey is a relatively rare occurrence
– Little, if any, expectations by respondents
• Respondent experience with new technologies is much different– Respondents are more savvy
• Developing expectations from these experiences– Ease of use/intuitive– Speed– Usefulness/utility or fun/entertainment or both– Ability to share experiences w others– Auto-features: ex. Location awareness
Need to recognize this societal shift and develop our new
Critical Nature of User Engagement• “User engagement is the emotional,
cognitive, and behavioral connection that exists, at any point in time and possibly over time, between a user and a resource [i.e., technology]” (Attfield, et al, 2011)
• Encompasses non-utilitarian aspects –emphasis on understanding and designing for the subjective aspects of technology encounters
• It is essential that technology providers do not just design systems but that they design engaging experiences.
Source: Attfield et al, 2011http://www.dcs.gla.ac.uk/~mounia/Papers/engagement.pdf
Developing Measurement Systems for the New Landscape• How do we:
– Break old rules & develop new ones?– Leverage user engagement to improve participation?– Provide scientifically valid and reliable data to end-users/clients?
Form & Function
• Developing data collection tools which are ease to use, logical in flow, & visually appealing
Reciprocity
• Recognize data collection as two-way interaction and provide VALUE to respondent
Gamification
• Utilizing the psychological & sociological components of “game theory” and “game mechanics”
Social Sharing
• Facilitating greater respondent self-expression and potential content sharing with others
– Other participants (family, community) or broader non-study groups
• Examples: Likes/dislikes, ratings, opportunities for commentaryPost comments to app-specific message feedPost information to SNSComment on posts of others
Summary of Learnings To Date• Mobile platform has a ways to go before displacing current
methodology!
• Gamification is more important cross-time Little impact during first 2 weeksWhen introduced incrementally, impact is important but brief
• Social Mechanics had little impactUnclear if it is the way in which it was used or whether social
mechanics are simply not a useful engagement techniqueOrder effect?
• Key questions for all techniques: Tradeoff: enhanced participation vs potential for biasNot driving the attitudes or behaviors you’re trying to measure!
Study represents a first empirical “stake in the ground” – long road ahead to fully understand the best techniques for enhancing user engagement