We design services and products for a happy outcome but bad news is part of day to day.
we don’t get the perfect match on dating apps
we don’t get results from 1 000 CVs
we don’t get fit just by using fitbit
How do we retain users in the system when this happens? When the interaction is not positive.
Did research on how people react to bad news
Listed companies that do well and poorly.
bad news come from many angles
breaking down bad
the category is not what makes bad news, and you can get responses at many levels of disapointment.
these acumulate over time.
As bad news accumulate, people move from slightly disappointed to demoralized. You don’t want users in the demoralized zone. #uxlx— 𝙼𝚊𝚛𝚒𝚞𝚜𝚣 (@dotmariusz) May 25, 2017
very few services design for bad news.
people we are bad at delivering bad news.
The mum effect: we avoid delivering bad news and we try to mediate it or spin it.
- Binder !
- The compliment sandwich.
examples of companies that deliver bad news well and bad
Set the frame
- explain what happened
- tell the user how he can improve
carrot app AI is experimenting with humor to deliver news
1 minimize the footprint
plausible deniability (tinder)
better goals, progressive goal setting mapped to the user’s behaviour (fitbit)
well timed heads up (united airlines)
indiegogo helps the funders and gives them feedback to improve the business and appeal to investors.
2 Message effectively
3 make a whoop
4 signal investment
let users tell us when they really care