by nadine.lowden -

Impulse #3_”Hooked” by Nir Eyal & The Ethics of Habit-Forming Products

This week, I finally cracked open and read Hooked by Nir Eyal from cover to cover. When looking for inspiration, I tend to gravitate to the “basics”, with the intention of building from there and hopefully discovering something on the way. At this point in time, I would like to build my library of UX Design must-reads, continuing with The Design of Everyday Things by Don Norman and 100 Things Every Designer Needs to Know About People by Susan Weinschenk.

While I took extensive notes as Nir Eyal laid out the four stages of the Hooked mode, what interested me most was in the last 50 pages, in a chapter entitled “What Are You Going to Do with This?”, which was, coincidentally, also my question at the time. In this chapter, Eyal discusses manipulation in technology and innovation, and dives into how to use the Hooked model ethically. The author discusses the relative newness of technology and our unavoidable ignorance of possible future consequences, but also argues that less than 1% of users develop a detrimental addiction to anything, and that, excluding vulnerable groups, users are responsible for themselves and are able to self-regulate their behaviours.

Using his manipulation matrix, Eyal sorts creators into four groups: Dealers, Peddlers, Entertainers and Facilitators. Eyal argues that “manipulation doesn’t always have a negative connotation”. The book later cites The Bible App and Fitbod as examples of companies that used the Hooked model to build healthy habits.

Nir Eyal’s discussion on ethics in design relates strongly to conversations on ethics in AI. In both sectors, there are advocates for an ethical code of conduct. In both sectors, manipulation is a front page topic of discussion. In both sectors, there is opportunity for humans to work with machines either for or against other humans. In both sectors, we must work with clear intentions to use the tools we have FOR and WITH people.

Hooked was a very different read from what I expected. Like the author expects, I was uncomfortable with the idea of “a cookbook for mind control”, but instead found thoughtful reflections on meaningful design that I will bring forward throughout the process of writing my thesis, and beyond.

by nagyija.bogas -

Impulse #4: Video on Digital Wellbeing – oder wie wir in einer digitalisierten Gesellschaft leben wollen

Nowadays it is becoming more difficult to maintain a healthy balance with social media and technology and for a lot of people it is a challenge as well. For my fourth impulse I chose a video posted by Freiwillige Selbstkontrolle Fernsehen in which they discussed the topic of Digital Wellbeing with other experts from the field. They shed a light on this issue and gave some insights.

One interesting concept that I liked was discussion of whether FOMO (Fear of Missing Out) can be transformed to JOYO (Joy of Missing Out) as this is one of the most critical fears a person has when trying to change their media/device usage. For a lot of people balance with social media, use of technologies is a difficult topic and it is important to be able to decide which technologies are good or bad for ourselves, which to waive, which type of media usage is the right one.

Crucially, all of this is difficult for adults but even more difficult for younger generation because medias and devices are part of their socialisation with peers, self-confidence, growing up, etc. So, the solution of completely avoiding media and technologies is not a solution nowadays because doing so will only isolate person from other people and the world.

This video also discussed an important topic: the differences of media perception. It was stated that research showed that men and women perceive social medias and experience them differently, which I have never actually thought before but also think it is an interesting topic to explore for my future posts.

In conclusion, it was insightful to see that this topic gets more attention and researchers are trying to find solutions. This impulse also gave me ideas for my future research.

Source:

by naomi.bujdei -

Impuls 2:  The American Dream | Large Format Photography Video Essay

In diesem Video erzählt ein Junge von seiner atemberaubenden Aussicht. Um die wahre Schönheit dieser Aussicht zu verstehen, muss man auch die Geschichte seiner Eltern verstehen. Sie kamen in den frühen 90er Jahren aus Indien in die USA, um den amerikanischen Traum zu leben. Statt diesen Traum zu leben, waren sie ein ganzes Jahrzehnt lang in bitterer Armut gefangen. Ein weiteres Jahrzehnt lang kämpften sie mit Zehntausenden von Dollar Schulden. Erst nach 20 Jahren harter Arbeit und finanzieller Sorgen begannen sie ein Gefühl des Wohlstands zu verspüren. Plötzlich konnten sie sich alles leisten, was sie brauchten und noch mehr. Sie besaßen ein eigenes Zuhause, eigene Autos und konnten sich teure Dinge leisten, die sie sich in ihrem Leben zuvor nicht leisten konnten.

Obwohl seine Eltern mittlerweile getrennt sind, symbolisiert diese Aussicht aus der Wohnung seiner Mutter, die wie das Paradies wirkt, wenn er aufwacht und die aufgehende Sonne sieht, Jahrzehnte des Überwindens von Schwierigkeiten, des Kampfes, der Turbulenzen, der Opfer und der letztendlichen Freiheit.

Für seine Freunde ist diese Aussicht einfach nur beeindruckend, ohne die Kenntnis der bewegenden Hintergrundgeschichte. Sie können nicht nachvollziehen, wie unvorstellbar luxuriös diese Aussicht für seine Mutter und ihn einst war. Daher empfindet er es als angemessen, diese Aussicht an einem nebligen Tag festzuhalten, wenn der See nahtlos in den Himmel übergeht und sich auf minimalistische und abstrakte Weise auf seine Filmrolle bannt.

Ein Bild, das Himmel, Wasser, Fenster, Wolke enthält. Automatisch generierte Beschreibung

by laura.siller -

IMPULS 1: Besuch eines Workshops

Am Montag hatte ich das Vergnügen bei einem Perlenohrringe Bastelworkshop teilzunehmen. Der Nachmittag war nicht nur ein netter kreativer Zeitvertreib, sondern war auch eine unerwartete Inspirationsquelle für mein Masterarbeitsthema.

Meine drei Schlüsselerkenntnisse aus dem Erlebnis würde ich wie folgt zusammenfassen:

1. Jeder ist einzigartig: Das Basteln kitzelt die Individualität von jedem Einzelnen heraus. Jedes Schmuckstück, das an diesem Nachmittag entstanden ist, war ein Unikat und der Charakter der Person spiegelte sich darin wieder. Es ist essentiell, sich als Handwerker auf sozialen Medien mit seiner eigenen Persönlichkeit und seiner individuellen Kreativität zu präsentieren, um die Zielgruppe anzusprechen.

2. Storytelling und Handwerk: Handwerk erzählt Geschichten. Jede Perle, jeder Handgriff hat eine Geschichte. Meine Sitznachbarin erzählte mir beispielsweise Geschichten von ihrer Enkelin, während sie Perlen in den Lieblingsfarben des Mädchens auffädelte. Ähnlich funktioniert es auch im Social Media Marketing: Authentisches Storytelling kann die Persönlichkeit des Handwerkers auf Plattformen wie Instagram oder TikTok unterstreichen.

3. Gemeinschaftsbildung: Der Workshop hat eine Gemeinschaft von Gleichgesinnten geschaffen, wenn auch nur für diesen einen Nachmittag. Dieses Gemeinschaftsgefühl ist auch im Social Media Marketing entscheidend. Durch die Bildung von Online-Communities können selbstständige Handwerker ihre Reichweite vergrößern und Kundenbindung stärken.

Zusammenfassend kann man sagen, dass der Workshop mir die Augen für die Verbindung zwischen Handwerk und erfolgreicher Selbstvermarktung über soziale Medien geöffnet. Wenn man die Besonderheiten des Handwerks für sich nutzt, hat man beste Chancen um auch auf Social Media Erfolg zu haben.

Links

by elena.waschl -

Impuls #1_Real Talk

Real Talk 11.10. – Dom im Berg, Graz

by Elena Waschl

Real Talk ist ein Event zur Persönlichkeitsentwicklung. Auf der Homepage beschreiben die zwei Gründer (Philipp und Georg), ihre Idee wie folgt…

…ein inspirierendes Event, bei dem drei beeindruckende Persönlichkeiten Inhalte liefern, die wir in der Schule nicht gelernt haben. Mit unseren Events verfolgen wir das Ziel, Bildung für jeden greifbar zu machen. Bei uns dreht sich alles um das Thema Persönlichkeitsentwicklung, darum bieten wir dir Inhalte, die dich weiterbringen!

Das erste mal war ich in meiner HTL Zeit in Graz dabei. Damals war das Event noch in den Kinderschuhen. Und jetzt, fast fünf Jahre später, besuchte ich mit der selben Freundin wie damals das Event am 11. Oktober 2023. Zu Gast waren:

  1. ROBERT SEEGER JR. ( Warum Glück die beste Marketingstrategie ist)
  2. NICOLE TRIMMEL (Time is what you make of it)
  3. HELMUT WLASAK (Denn sie wissen (nicht), was sie tun!)

Alle drei lieferten beeindruckende und prägende Vorträge zu jeweils 15-25 Minuten.
Der vielleicht relevanteste Beitrag für Communication Design ist jener von Robert Seeger, da dieser wie folgt beschrieben wird…

…Robert Seeger hat eine beeindruckende Reise durch das World Wide Web unternommen und ist seit 1994 ein unermüdlicher Entdecker des digitalen Universums. Doch das ist noch längst nicht alles – dieser studierte Kunsthistoriker hat sich auch einen Namen als anerkannter Experte für spätgotische Madonnen und postmodernes Marketing gemacht.

Seit über 15 Jahren steht Robert Unternehmen, sowohl groß als auch klein, beratend zur Seite und stellt herkömmliche Marketingansätze auf den Kopf. Viele treue Kunden, wie Red Bull, Lufthansa und Kelag vertrauen auf seine verrückten Ideen und sein verlässliches Handwerk. Sein Motto lautet dabei stets: “Mehr Mut und wilder Spaß!”

In seinen Präsentationen und Auftritten verzaubert Robert sein Publikum und zieht es mit seiner mitreißenden Energie in den Bann. Langweilige Verkaufsshows und Bullet-Point-Vorträge sind für ihn ein Gräuel, denn gestohlene Zeit ist seine größte Feindin.

Bob ist zweifellos eine echte Rampensau. Mit seinem charmanten Akzent und seinem Herzblut bringt er einen hohen Unterhaltungsfaktor in all seine Vorträge, die nicht selten auch polarisieren. In kürzester Zeit kann er Menschenmassen emotionalisieren und begeistern

Dementsprechend konnte ich folgende Dinge mitnehmen:

  • Sei nicht everyones darling, be someones lover
  • S-DNA (Scheiß Dich Nicht An)
  • Die zwei G´s: Glück (=Vielfalt & Ausdauer) und Geschichten (= erzähl Geschichten!)
  • Mach mal alles etwas anders zu Beginn einer Präsentation, aber erzähl erst zwischendrin warum das Intro so war wie es war
  • Geld verdirbt die Menschen
  • etc.

Fazit & Learnings:

Einfach mal machen und herausfinden wo dein Feuer brennt bringt dich oft viel weiter als du glaubst! Sich aber gleichzeitig nicht über alles den Kopf zu zerbrechen und mit der S-DNA in den Tag / die Projekte starten.

https://realtalk.at/sprecher/
https://realtalk.athttps://www.kleinezeitung.at/steiermark/6203095/Strafrichter-in-Graz_Richter-Helmut-Wlasak-tritt-ab_Seine
https://www.marketing-on-tour.de/speaker/robert-seeger/

by Kris Van Hout -

Impulse #1 – Master thesis research

We had to do some research about the master thesis form previous years. We had to choose on and analyze it. I choose for the one of Florian Reithofer (CMS17) – Projektmanagement für motion designer. This thesis was about how motion design studios and freelancers face the challenge of freedom and unstructured thinking combined with completing milestones and finishing deadlines in time. Something what I also struggle with as a freelancer so I that’s why I choose for this one.

I think it was really interested to see how the thesis was build up compared what I’m used to of my bachelor thesis that I wrote in the Netherlands. I saw a lot of theory but less practical stuff what I would have expected. I also could not find a good result of the thesis (which is possible) but there was not really a product with the thesis only a theory of what could be the best way of managing a project.

Besides that, the thesis was well structured and well designed. Which was very pleasant to read. I also found a lot of other theses in the library that were less clear. But it gave some insight what is possible for my thesis. I discovered it’s quite open what the end result could be.

by Kris Van Hout -

Blog #2 – Skip or view it

What is the best way to engage consumers with videos? What is the role of video storytelling in social media. And what is the goal you want to achieve?

Why video?
“If text was the medium of the analog era, video is definitely the medium of the digital age” (Berthon, Pitt & DesAutels, 2011, p. 1047). It has the ability to grab our attention, stimulate our imagination and gives us possibility to share our own story to the world around us. Video has credited with being a quick attention grabber in digital marketing (Lessard, 2014).
A big challenge for brands is holding consumers attention long enough so that they actually tune in to the video on social media.

In this research paper there are two execution styles being tested: the straight-sell style and the storytelling style. However, the straight-sell style is very popular, social media is known as a tool where brands can share their story.
Storytelling helps us sharing messages and wisdom to navigate and explain the world around us. Story ads place the brand within “narrative elements (e.g., goals, actions, outcomes) it creates empathy. For a brand, storytelling works to help build awareness, empathy, recognition and recall.
Stories can be used to enter the consumer’s thought processes and to bring meaning to everyday objects. (Twitchell, 2004). Consumers tend to think in narrative terms rather than in argumentative terms. (Woodside et al., 2008).
Stories help consumers focus on story elements and allow consumers to be immersed in the story, rather than directing their attention to brand characteristics. People connect those stories to their lives; they compare the story to their lives and match their personal experience.

The positive effects of storytelling can propose that storytelling may increase the consumer engagement with video on social media. Which will lead to positive word of mouth, sharing, promoting and skipping vs viewing behavior. The emotional link between the audience of an ad and the brand is strengthened because stories are memorable and easily absorbed.

Video ads with a storytelling style the consumer will be less likely to believe that the ad is trying to persuade them to do something. It is most likely that storytelling style result in a more favorable change in attitude towards the brand than the straight-sell style. Consumer engagement is more than the purchase, it’s more participatory and involved interactions with the brand on social media.

There is also a finding that the storytelling style is more successful at creating a stronger affective response ore emotional connection with the brand. And created a shareability factor and higher intention to promote the brand.

It would be easier to build a community and enhance brand meaning, while proving their consumers that their product will add value to their life (Hirschman, 2010) This approach has the potential to be effective in a social community where consumers are connected with opportunities to be brand influencers, sharing brand messages with others. Which will lead to more positive publicity.
A video with a storytelling style is more likely to be viewed. This is important because there is no reason for marketeers to invest in expensive content when consumers are going to skip it.

There is a little correlation between social media use and purchase intention. Heavy and light users alike react similarly to the ads with a straight-sell style. While storytelling ads produce a stronger reaction from heavy social media users and react positively. In that case you really have to know your target group.

But the most important question is what is the goal of the video and what goals has more effect in the long run. So, storytelling creates a better brand community but if people don’t know your product in the first place the straight-sell style would be a better match.
The example in this research:
Brands like Coca-Cola may have started with straight-sell styles earlier in the brand’s life to introduce product. However, as the brand and product became more well-known overtime, the brand may have moved on to the storytelling approach in marketing communications.
Thus, if the brand wishes to use a straight-sell and storytelling execution style for its videos on social media, then it would be wise to start with the straight-sell approach and follow up with the storytelling approach, in that order.

Source: Coker, K. K., Flight, R., & Baima, D. M. (2017). Skip it or View it: The Role of Video Storytelling in Social Media Marketing. Researchgate.

by nagyija.bogas -

Impulse #3: Master Thesis

Last week we had a chance to go through some master theses and had a task to choose one and analyse it. My choice was “Ethics of Interaction Design: A Comprehensive Research On How Interaction Designers Can and Should Be More Ethical” by Güney Güner. I chose this thesis because it is related and helpful to the topic of digital well-being.

This master thesis used the method of epistemological study and focused on acquiring as much knowledge as possible. The main goal of the thesis is close to mine because it is about raising awareness, as the topic of ethics in interaction design is often disregarded. I liked that the author of this thesis had a clear goal and structure, it was easy for me to find information and understand what they were writing about.

The result of the author’s research was the creation of a guideline and eight principle for designers to use when working on a certain product.

To my mind, it is important to think about ethics in interaction design because with all the technologies and products we have now, often ethics is neglected, which puts the user’s well-being not on first place in the UX field. Additionally what was interesting to read were the examples of immoral use of interaction design in the industry (The author used Twitter, Youtube, Google, etc for those examples). This thesis can serve as a guide or reminder while doing my research/creating certain products. The author specifically stated that further research and interview conductions can be made. Moreover, the code of ethics that was created can be turned into a visual aid (website, app, print) to increase the reach, which I think is also inspiring.

by nagyija.bogas -

Impulse #2: Problematic Attachment to Social Media: Lived Experience and Behavioural Archetypes.

Research by Majid Altuwairiqi

For my second Impulse, I chose the research from Bournemouth University by Majid Altuwairiqi. Since I want to dive more into user emotions, and well-being while using devices, and social media, this research is a perfect way to start gaining more information about it.

Numerous studies revealed that social media addiction mirrors the symptoms of the usual addiction and contains the same elements: salience, tolerance, conflict, withdrawal, relapse, and mood modification. Additionally, this results in negative psychological experiences, such as anxiety, stress, etc.

When thinking about the usual addiction withdrawals, it is often something that we perceive as not that close to us (if we/our close circle don’t have the experience with it). Still, when we think about those from social media usage we can recognize not only someone close to us but also ourselves.

The author also states that when people are asked to spend less time on social media or online interactions, they start feeling more anxious even if they don’t have any clear purpose for that interaction. This is what I was already researching a little bit because to my mind, trying to avoid, spending less time by locking apps won’t solve the problem but will put the user into an anxious mode.

This research gave me more insights into studies and experiments, which were made for this topic as well as literature that I can use for my own research in the future. I also think that I would use this same research for my other blog post for my topic but will use it for a deeper understanding of psychological factors happening to the user while interacting with social media.

Sources:

by laura.siller -

Plan für das Semester

Im vorherigen Semester habe ich mich intensiv mit Buchbindearten beschäftigt, die das Augenmerk auf die Handarbeit und die Bindung selbst legen. Obwohl ich das Thema persönlich weiterhin sehr spannend finde, bin ich nicht davon überzeugt, dass es genug Interessantes hergibt, um als Masterarbeit zu funktionieren.

Ich bin daher momentan auf der Suche nach meinem Masterarbeitsthema, da ich dieses Semester schon sinnvoll nutzen möchte, um mich möglichst gut auf die Masterarbeit vorzubereiten und bereits erste Recherchen zu machen. Handwerk und analoges Arbeiten finde ich nach wie vor sehr spannend, also möchte ich versuchen dies in irgendeiner Art und Weise in meine Masterarbeit zu integrieren – hier muss ich noch herausfinden, wie ich den Faden zu Kommunikationsdesign spannen kann.