1. Jeremy Evas Prifysgol Caerdydd/Cardiff University
Don’t make me think... Syniadau ynghylch sut y gall e-wasanaethau gefnogi ieithoedd lleiafrifol Ideas for the future use of services in minority languages

4. Amser Ymarfer Ffiseg Physics Practice Time
Cwestiwn 1: Beth yw ‘ffrithiant’? Question 1: What is ‘friction’?

6. Siwrne dda? Smooth journey, guv?
Taith y Defnyddiwr
The User Journey
Siwrne dda? Smooth journey, guv?

7. Llyfn ond llwm? Smooth but scant or severe?

8. Trafferth ymhob twll a chornel? Pitted with frustration?

11. “Nobody’s asked for the Welsh language Service/to work in Welsh...”

12. “Nobody’s asked for the Welsh language Service...

14. Oops. Rhodri speaks Welsh.
He’s just taken his driving test in English...
[You can take your theory and
practical driving tests in Welsh
Phone xxx.
You have a choice.

15. “Nobody’s asked for the Welsh language Service...”
[so let’s tell them they exist.../encourage them to do it with information]
Behavioural economists Fogg, Chanasyk, Quihuis, Moraveji, Hreja and Nelson (2011), posit that ‘believing that information leads to action’ is one of the ten most common mistakes of behavioural changing techniques.
Fogg, B.J., Chanasyk, K., Quihuis, M., Moraveji, N., Hreja; J., & Nelson, M. (2010). Top 10 Mistakes in Behaviour Change. Persuasive Tech Lab, Stanford University:

16. Ymwybyddiaeth o gyfleoedd Cymraeg, neu hyfforddiant Ymwybyddiaeth Iaith Gymraeg (‘critigol’)?
Should we raise awareness of Welsh language opportunities? Or should we engage in critical language awareness training?

23. TWO DIMENSIONAL MODEL OF BEHAVIOUR CHANGE
REASONABLE HUMAN BEING
INFORMATION TO MAKE INFORMED DECISIONS
INCENTIVES AND DISINCENTIVES TO ENCOURAGE A BEHAVIOUR ‘IN HIS/HER OWN INTERESTS”

24. THREE DIMENSIONAL MODEL OF BEHAVIOUR CHANGE
THE POWER OF COMPETITIVE BEHAVIOUR
INTUITIVE ACTION
HABIT
PRESSURES OF TIME
EXPECTATIONS
EXPECTED OUTCOME
WHAT OTHERS ARE DOING
EMOTIONAL REACTION
SOCIAL, ECONOMIC, HISTORICAL, CULTURAL CONTEXT
SELF & GROUP IDENTITY
LIKELYHOOD OF BEING CAUGHT OUT
PREJUDICE AND BIAS

25. The 14 motivators that will persuade us to act [to work bilingually?]
PERSONAL IDENTITY
NEED FOR THE NEW
GOOD REASONS
BENEFITS TO OTHERS
EMOTION
FEAR/FEAR OF LOSS
INTUITION
WHAT OTHERS DO
PRINCIPLES
FUTURE GOALS
CONTROL
FITS INTO MY LIFE
NEED TO KNOW
BENEFITS TO ME
SOURCE: THE 14 MOTIVATORS OF PERSONAL ACTION – DRUMMOND ET AL, 2008

26. “How small changes can make a difference”
Beth fyddai’n digwydd:
Petai siaradwyr Cymraeg byth yn gorfod dewis defnyddio systemau Cymraeg?
Petai ‘polisi grŵp’ yn awtomeiddio’r dewis iddynt? (gyda modd o optio allan?)
What would happen:
If Welsh speakers never had to choose to use Welsh language systems?
If a ‘group policy’ automated the choice for them (with means of opt out)?

27. Defnydd o ryngwyneb Cymraeg Use of Welsh Language Interface MS Office/OpenOffice

28. Cyfrifiaduron Cymraeg? Rhy ddrud! Computers in Welsh? Too expensive!
Myth 1
Cyfrifiaduron Cymraeg? Rhy ddrud!
Computers in Welsh? Too expensive!

29. Myth 2 Mae’n rhy anodd ei ddefnyddio yn Gymraeg
It’s too difficult to use in Welsh

30. We can’t use it – our technicians don’t speak Welsh
Myth 4
Allwn ni ddim defnyddio technoleg Cymraeg – mae’n technegwyr yn ddi-Gymraeg
We can’t use it – our technicians don’t speak Welsh

31. Myth 5
Mae’n ysgol/cartre/swyddfa i yn ddwyieithog – alla i ddim rhannu cyfrifiadur gyda rhywun sy’n ddi-Gymraeg
My school/home/office is bilingual – I can’t share a computer in Welsh with someone who doesn’t speak Welsh

32. Myth 6 Does dim modd defnyddio technoleg yn Gymraeg ar rwydwaith
You can’t use Welsh language technology on a network

33. Myth 7 Smo ‘Nghymrâg i’n ddigon da – sai’n deall y termau
My Welsh isn’t good enough – the terms are too complicated

34. Rhesymau/Reasons? Ymwybyddiaeth? Problemau gosod
Hyder wrth ddefnyddio technoleg
Hyder mewn ansawdd/defnydd iaith
Gweinyddwyr system
Awareness?
Installation issues
Confidence in use of technology
Confidence in use/quality of language
System admins

35. Status quo/Present bias...

36. Mind the [values <> action] gap...
14/03/2007 Arolwg ar hybu technoleg yn Gymraeg
13/06/2008 Hybu Technoleg Gwybodaeth Cyfrwng Cymraeg: Ailymweld â Phrosiect Hyrwyddo Technoleg 2007 yn Ynys Môn
22/08/2008 Prosiect Hyrwyddo Defnyddio Technoleg Cymraeg: Gwynedd a Chonwy
23/10/2008 Prosiect Hyrwyddo Defnyddio Technoleg Cymraeg: Gwynedd a Chonwy (Deudraeth Cyf.)

37. Evas, J. and Cunliffe, D Behavioural economics and minority language e-services — the case of Welsh. In: Morris, J. and Durham, M. eds. Sociolinguistics in Wales.  Basingstoke:  Palgrave MacMillan.

38. Ein Hymchwil/Our Research
Exploratory Research
N=147
M=39.5%, F=60.5%
Mainly students
Fluent Welsh Speaker: 96.6%
Speak Welsh Daily: 80%
Ymchwil Gychwynnol
N=147
G=39.5%, B=60.5%
Myfyrwyr yn bennaf
Rhuglder yn y Gymraeg: 96.6%
Ei siarad yn ddyddiol:
80%

39. Pa un o’r sgriniau hyn ar beiriant arian fyddai’r un fwyaf tebygol o annog siaradwr Cymraeg i ddefnyddio’r Gymraeg?
Which one of these cashpoint screens would be most likely to encourage a Welsh speaker to use Welsh?

40. Q11

41. Q12

42. Q13

43. Q14

44. Dychmygwch y sefyllfa ganlynol, rydych newydd brynu cyfrifiadur newydd ac mae’r blwch deialog canlynol yn ymddangos. Ym mha Iaith byddech yn parhau?
Imagine the following situation, you have just bought a new computer, and the following dialogue box appears. In which language would you continue?

46. Hergwd a’r Gymraeg/Nudge and Welsh
...peidied neb â meddwl bod yr hawl i’r Gymraeg a chynyddu defnydd o’r iaith bob amser yn mynd law yn llaw. Nac ychwaith y bydd deddf iaith newydd yn cyfrannu rhyw lawer at adfer yr iaith os na roddir sylw manwl i sut y gellir ‘nydjio’ trwch y boblogaeth Gymraeg ei hiaith i fanteisio ar unrhyw gyfleoedd newydd a ddaw yn ei sgil. Yn ogystal â’r hawl, mae angen yr hergwd.
…let no-one think that the right to use Welsh and increasing Welsh language use always go hand in hand. Nor that a new Welsh language act will contribute substantially to language revival unless detailed attention is given to how the majority of Welsh speakers can be ‘nudged’ into taking advantage of the resultant opportunities [to use the language]. As well as rights, a nudge is needed.
Roy Thomas, Barn, 566, 3/2010, 20.

54. Pensaernïaeth Dewis/Choice Architecture
Casgliadau...
Conclusions...
Gofynnwch i’r cwsmer am ddewis iaith, heb ddisgwyl iddo/iddi ofyn i chi
Cynigiwch y Gymraeg yn rhagweithiol (peidiwch codi ymwybyddiaeth)
Defnyddiwch gysyniad ‘taith ddi-ffrithiant’ UI i’r defnyddiwr
Beth sydd y tu hwnt i’r ffrwythau pensaernïol isel?
Ask the customer about their language choice, don’t wait to be asked
Actively offer Welsh language Services (don’t raise awareness of them)
Use the ‘friction-free user journey’ UI Concept
What comes after the low-hanging architectural fruit?