Micro Interactions + Direct Engagement

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So here's a presentation I gave recently to a client.  I'm thinking through the concepts of "Micro Interactions" and "Direct Engagement".  The slideshow (download PDF) includes both previous and new thoughts and was inspired by a quote I wrote for Inspire UX:

“We live in a world where the little things really do matter.  Each encounter no matter how brief is a micro interaction which makes a deposit or withdrawal from our rational and emotional subconscious. The sum of these interactions and encounters adds up to how we feel about a particular product, brand or service.  Little things. Feelings.  They influence our everyday behaviors more than we realize.”

Feedback welcome!

Comments

[Cam Beck]

You have a real knack for these SlideShare presentations. Now we need to hear you give them! :)

[Jason Sack]

Thanks for another great overview of the changing media landscape. I always feel empowered and inspired after reading your posts. Trying to act on these ideas at the architecture/design level, I have noticed that even interactive industry types are - sometimes quite unconsciously - stuck in the old broadcast mindset. Whether it's number of eyeballs or time on site http://jasonsack.com/?p=6 , people still tend to look at the new in terms of the old. It's good to zoom out.

[Tim Bauer]

FYI, I watched your Blog Eye View post and wrote it up the other day. Link here:

http://timbauer.bauerfive.com/2008/04/30/david-armano-enabling-doctors-to-be-patients/

I would agree you should put up more of your full length speaking. Would be curious to hear how your thoughts beyond how your blog rose to the size it is now.

[Paula Thornton]

I actually like Jason's reference to microtasks, but he misses the potential. 2.0 (shortening the distance) is ALL about micro. Because influences are all micro.

David: I'm really interested in the whole Starbucks thing. There's some deeper investigative reporting (or 'speaking' if there's anyone from Starbucks who can add some 'inside' light) needed here. The stock chart really adds a great dimension to the reality check going on within a LOT of companies right now.

The economics are now in our favor. [And yet I'm still dealing with stupid conversations around "just give me dancing hammers"]

[Lisa Raines]

Very inspirational post! I think the educational world could learn a few things about the emergence of Web 2.0 as a tool in the schools and with their own websites. Thank you for sharing your slide show!

[Nicolás]

A real cool and great presentation. The slide 22 of the 3U's is now a day a reality.

[ScLoHo (Scott Howard)]

Whew! Fascinating. Thanks for sharing with us. I've embedded the slide show on one of my sites at http://sclohonet.blogspot.com/2008/04/re-defining-branding.html

[Tom Asacker]

Feelings . . . hmmm. Sounds familiar. :)

[Leah]

Your "from --> to" list is a great checklist for a 2.0 audit or as stimuli for ideation. Thanks!

[Michael West]

David, a great presentation and I really like your insights into micro interactions. Consider adding the impact of these micro-interactions on new product development to create the loyalty effect. Becuase companies like Nike, Starbucks, Dell and others can use this direct consumer engagement to unlock the latest social trends and tastes -finding new segments for new/existing products.

[olivier blanchard]

Super well done.

[Dani Porto]

Interesting and nice presentation!
It's remember: "Communities Dominate Brands"
Thank you for share

Bye from Brazil

[Marc Meyer]

Micro interactions are just a subset or extension of an end cap. Essentially, we are creating smaller, quicker conversations to consumers, like an endcap. Great slide show though, summing up the myriad changes that are occurring in technology, media, communications and marketing.

[Len Kendall]

The use of slideshare to offer this document to the public is a demonstration of slides 31 and 32. Very cool tool and I think it's great you're integrating L+E into a client presentation.

[bloggersmosaic]

awesome post

[John McRee]

One of the owners at EffectiveUI talked to our creative team last week about his experience leading sound teams at Warner Bros. in Hollywood. He talked about the foodchain in film. Everyone aspires to climb from day-time TV, to prime-time, to B-Movies, and then to blockbusters. Again, sound quality in film came down to how much time could be spent finessing the very small details. These micro improvements enhance the experience at an almost subliminal level for the viewers. They are almost transparent unless you are in the industry, but contribute to the whole experience in ways that are hard to imagine.

With a large enough budget, amazing things can happen. And when amazing things happen (think ILM), larger budgets and more time are easier to come by.

So I think a lot of this is about education. Convincing companies to spend more money to be able to do the iterations necessary for really nailing applications is a most noble pursuit in our line of work. It's the chicken and the egg metaphor of procuring a budget that allows for exceptional design so that enough credibility will be gained that asking for bigger budget is possible.

Your presentation is great. The sweet spot of great user experience is definitely at the micro level. Now lets just convince the rest of the world!

[Kate]

It's hard to comment without your actually commentary, but it looks like the talk is going to be great! One thing, visually, on a lot of the slides that you have full webpages, they're very busy, so even though you're probably going to talk to one or two aspects, the audience might be scanning the whole website and not listening (at least that's what they tell you in b-school :-) ha!). Don't know if you can crop the juicy parts.

Also, for your own pleasure, or to add to the presentation, not sure if you've seen Lowes Sunnyville campaign (http://lowes.com/lowes/lkn?action=pg&p=Promos/spring/index.html&ln=cstln1#, click on "Launch Sunnyville). I bring it up because I went to a talk by the Founder of the design firm that put it together and they said they get so many page hits (with all the good stuff like multiple page views and long viewing time etc etc), more than they were expecting (or what you might think if you went to the site).... I thought of it on multiple slides, but specifically #25. Don't know if it would be a good addition.

[Steve Mann]

David... thanks for sharing. Aligns very much with my thinking and strategy in developing a better customer experience @ SAP.

Thanx again,
Steve