1 Interactivity and Product Information Theory and Practice of Interactive Media COM 597 Fall Term 2004 Kathy Gill Don Mooers December 7, 2004

2 Agenda  Introduction  Theories  Application  Recommendations  Conclusion IntroductionTheoriesApplication Recommendations Conclusion

3 Marketplace  Increasing number of consumer electronics products  New technologies & decreasing cost of certain technologies  Increasing consumer access to rich electronic media sources  Increasing penetration of broadband internet connections  Increasing penetration of PCs  Increasing complexity of consumer electronics – e.g. large number of features and functions in a single device  Combination of these factors merits seeking better methods of communicating with consumers of consumer electronics products  Potential for improved customer experience through the use of interactive product documentation IntroductionTheoriesApplication Recommendations Conclusion

4 Marketplace  "Over the last five to seven years, there has been a fairly dramatic increase in the number of features, functions and benefits of many products, and as that complexity has increased, the propensity of consumers to sit down and wade through care guides and product manuals has exponentially decreased." –Charles Jones, vice president of global consumer design for Whirlpool Corp, May 2002 IntroductionTheoriesApplication Recommendations Conclusion

5 U.S. Technology Adoption  EOY 2004 – U.S.  108 M Households  85 M w/ DVD Players  73 M w/ Personal Computers  72 M Internet Connected  27 M Broadband Connected IntroductionTheoriesApplication Recommendations Conclusion

6 U.S. Technology Adoption  Broadband – many activities including 30%+ Educational IntroductionTheoriesApplication Recommendations Conclusion

7 Uses and Gratifications Theory  Most communication research up to this point was directed at the question of, "What do media do to people?." Katz suggested asking the question, "What do people do with media?"  The choices which people make are motivated by the desire to satisfy (or 'gratify') a range of needs. The uses and gratifications approach is concerned with identifying how people use the media to gratify their needs.  Generally, the needs which audiences seek to gratify are:  Personal identity  Personal relationships  Diversion  Surveillance IntroductionTheoriesApplication Recommendations Conclusion Surveillance includes gratification through learning

8 Uses and Gratifications Theory  Uses and Gratifications theory predicts media effectiveness is based on three key elements: 1. Ability to Entertain (+) 2. Ability to Inform (+) 3. Propensity to Irritate (-) IntroductionTheoriesApplication Recommendations Conclusion

9 Minimalist Theory  Minimize the extent to which instructional materials obstruct learning  Focus the design on activities that support learner- directed activity and accomplishment.  The theory suggests that: 1.All learning tasks should be meaningful and self-contained 2.Learners should be given realistic projects as quickly as possible 3.Instruction should permit self-directed reasoning and improvising 4.Training materials and activities should provide for error recognition and recovery 5.There should be a close linkage between the training and actual system or device IntroductionTheoriesApplication Recommendations Conclusion

10 Minimalist Theory  How to use a word processor. The training materials involved a set of 25 cards to replace a 94 page manual.  Each card corresponded to a meaningful task, was self-contained and included error recognition/recovery information for that task.  The information provided on the cards was not complete, step-by-step specifications but only the key ideas or hints about what to do.  Users learned the task in about half the time with the cards, supporting the effectiveness of the minimalist design. IntroductionTheoriesApplication Recommendations Conclusion vs. Product Manuals Training Cards

11 Interactivity a la Crawford IntroductionTheoriesApplication Recommendations Conclusion Speaking Thinking Listening Playing  Visual and auditory  Language of interaction  Algorithms Engage the user!

12 Product Information Learning Tools IntroductionTheoriesApplication Recommendations Conclusion  Product manual (Paper)  Quick Start Guide (Paper)  Blogs  On-Device Labels  Product Manual (Electronic)  On-device Guide  Interactive Voice Response (IVR)  Product Simulator (Electronic)  Online mediated classes  Webcasts  Forums 1-to-Many  Live Phone Support  Chat 1:1  Instant Messaging   Face-to-Face Instruction  Interactive Product Guide Interactive Product Guide  Online Tutorial Online Tutorial  Live Support Live Support  Online Manual/Simulator Online Manual/Simulator

13 Consumer Technology Adoption IntroductionTheoriesApplication Recommendations Conclusion  Selecting candidates for on-line interactive manuals – example criteria (broadband at home):  Home Network 59%  PDA 45%  Portable MP3 Player 50% Source: Forrester 08/04

14 Combinations of Learning Tools are Key  Electronic product information should be supplied for certain classes of consumer electronic products.  Best candidates have the ability to access the electronic product information either from the device or in common use scenarios.  Home networking products – rich internet content  Digital camera – on device as well as on computer (sync)  Electronic product information should supplement or be supplemented by paper product information (e.g. quick start guide)  Multiple channels of communication to meet users needs may have a positive impact on the bottom line. IntroductionTheoriesApplication Recommendations Conclusion

15 Help the Customer Learn  Learning meets (gratifies) a basic need of consumer electronics buyers.  Interactive (and entertaining) product information is more likely to engage the customer (keep them active enough to learn). Play.  Develop and deploy learning tools with context in mind (e.g. in the field vs. desktop)  Minimalist theme  Self directed and rewarding  Error recognition and recovery IntroductionTheoriesApplication Recommendations Conclusion

16 THANK YOU!