Design for Deep Engagement
Stickiness, or an active user base, is difficult to achieve. Compare to the following objective:The user adopts the same end goal as us and subscribes to our mission.What a daunting challenge!
At an intuitive level, we just know that if something is engaging, it will have a greater chance of success. But what do we mean when we say "we want to get our users engaged"? A series of interactions can be evidence of engagement, sure, but they by themselves are not a psychological state of togetherness. Can we specify the context that this psychological state of engagement is happening within?
On June 4, we are thrilled to be joined by the master of engagement, Scott Gould, to help us identify the six psychological levels of engagement, and teach us how to consider them at relevant stages of the user journey, and optimise for them.
From a practical perspective, we might wonder what kind of methods are required to generate long lasting deep engagement while creating a welcoming environment for new engagement. And we're stoked to announce that Hanna Petruschat from Wikimedia Germany is going to discuss those questions together with Scott and us along the case of Wikipedia and Wikidata.
Made to Engage: how to design for deep engagementScott Gould, Author, "The Shape of Engagement"
Engagement is the big buzz word today: the apps that do it are winning with it, thought leaders are telling us we should do it, customer behaviour shows us they want it, and the brands that do it benefit from it. Even the research tells us that engagement correlates to 350% outperformance against the norm.
But just what on earth is engagement? Is it just a "like" on Facebook? Or is it more like advocacy, loyalty and adoption? Or, might there even be a more profound truth behind the engagement puzzle?
This interactive and highly engaging session will give you the answers! Drawing on the history of humanity, and going from religion to brands to romance, this talk will reveal the process behind engagement, and also empower you with the five universal principles that can spur anyone to engage anywhere, anytime, with anything!
Designing with not for - an observational report on the Wikimedia MovementHanna Petruschat, UX & Interaction Designer at Wikimedia Germany
In a world of constant change and distraction it's hard to keep people engaged and even harder to engage new ones. The Wikipedia communities are an example for extraordinary user engagement and in a lot of cases the role model when it comes to the success of collaborative online projects. At Wikimedia Germany we support not only the communities behind projects such as Wikipedia and Wikidata but are constantly developing strategies and actions to collect and freely share knowledge that fully represents human diversity. What kind of methods does it need to support long time contributors and at the same time form a welcoming environment for a diverse community? What can design do to support such endeavors?
About our speakers
Scott GouldScott Gould is the go-to expert on engagement, and what makes people engage with ideas, brands, organisations, and each other.
Formerly a church pastor, Scott learned first hand about human behaviour, the power of engagement, and the perilous misuse of that power. As a consultant, he now advises some of the world’s biggest brands and oldest organisations on getting people highly engaged around their cause.
A popular and passionate keynote speaker, Scott offers a message of real engagement in a world were so much is only skin-deep. His book, The Shape of Engagement, details his framework that unlocks how engagement works.
Hanna PetruschatHanna Petruschat is a UX and Interaction Designer with an analytic and open mindset. She seeks meaningful challenges that bring unobtrusive interactions to people using products ranging from websites, apps and physical objects to social experiences. Connections of unexpected kinds and a holistic view on the world make her ask critical questions and deliver creative and thoughtful solutions.
By working in Germany, California and India, Hanna has experienced various cultures and is currently based in Berlin, working for Wikimedia Germany and the Burg Giebichenstein University of Arts and Design Halle.