Engagement theory - preliminary directions
from HCI & Service Design Workshop 2009
© John Knight 2009Knight, J. (2009). Value accumulation. In: Wild, P.J. The 2nd Workshop on HCI and Services, HCI 2009 Workshop, 1st September. In: Blackwell, A. (Ed). Proceedings of Human Computer Interaction 2009 (HCI2009), Cambridge, UK, 1st-5th September, 2009
Familiarity© John Knight 2009
Engagement extends and changes over time
Halo effect
Familiarity
Halo effect
Halo effect
Neutral
Negative effect
Negative effect
Negative effect
© John Knight 2009
Engagement is a dynamic value exchange process
Negative effect
Aesthetics
BrandingPrice
Yearly replacement Trade in
preferred
Quality over cost
© John Knight 2009
Value (perceived & realised) exchange is specific to phase and context (e.g. different products & services)
Discovering a service and perceiving its potential value
Awareness
A decisive action to take ownership of a product or service
Adoption
Initial engagement and use of possession
First experience
Initial interaction resulting in affiliation or rejection
Bonding
Regular or occasional use of a trusted product or service
Familiarity
Products and services become embedded in day-to-day life and almost invisible
Habitual Use
The current product or service can no longer fulfil its function satisfactorily
Handover
Familiarity
Traditional focus area of marketing
Traditional focus area of
ergonomics
Traditional focus area of design
Traditional focus area of anthropology
Traditional focus area of ecology
Implications for researching engagement
13
Thanks for watching and comments welcome
© John Knight 2009
Knight, J. (2009). Value accumulation. In: Wild, P.J. The 2nd Workshop on HCI and Services, HCI 2009 Workshop, 1st September. In: Blackwell, A. (Ed). Proceedings of Human Computer Interaction 2009 (HCI2009), Cambridge, UK, 1st-5th September, 2009
Citation