View
3.699
Download
1
Category
Preview:
Citation preview
DIFFUSION
Diffusion
Process by which A new idea is communicated Or spread in a social group And becomes an innovation
Diffusion is a type of social change Diffusion is behind “implementation”
Diffusion
M-payment is not yet diffused in Mexico, so it's still a good idea, not an innovation!
Diffusion
Herorat.org: training and using rats to sniff landmines in Africa is an innovation! (training process, adoption scheme)
Innovation idea #21
All innovation requires a diffusion process.
Social change is the result of this process.
Otherwise, it's just a good idea.
Social change
Social change
Social change
Videos
SUV / mobile phone videos
Innovation idea #22
The designed environment has an important role in social change: it creates
opportunities and incentivates certain
behaviours over others
Change: co-causality
From social to individual: Generation of new ideas
From individual to social: Evaluation of new ideas
Diffusion
“The process by which new ideas become real solutions”
Solutions available to social groups Adopters' evaluation Adoption or rejection decisions
Diffusion
Diffusion is uncertain: Lack of predictability, structure, and information
Diffusion
Most new ideas/products are not diffused and adopted rapidly: Even when they have obvious, proven advantages
Innovation idea #23
The diffusion rate of a new idea is only marginally related
to how good or bad it is. Many other issues can
become crucial: politics, culture, “timing”, etc
Diffusion
“Perceived newness” It matters little whether or not an idea is objectively new
$500 dollars
Diffusion curves
Sigmoid function S-shape curves
time: cumulative adoption
number of adopters
Diffusion curves
‘Tipping point’ At about 10 to 25% adoption*
‘Inflection point’ At about 75 to 90% adoption*
Technology clusters Hard to distinguish start/end of diffusion
time: cumulative adoption
types of adopters
The S-shape curve
Once a few adopt, they tell others about the innovation and the number of adopters per unit of time takes off
Until the market potential decreases, influence becomes redundant and adoption slows down again
Critical mass
Point at which enough individuals have adopted an innovation so that the innovation’s further rate of adoption becomes self-sustaining
That means: “Diffusion continues no matter what”
the foundation sold 55 million bracelets in 2005, says www.livestrong.org
“Rubber bracelets are today's version of bumper stickers, buttons, ribbons or flags”http://www.sunjournal.com/story/271282-3/bsection/Livestrong_bracelets_began_healthy_trend/
Adopter categories
‘Innovators’Early adoptersMass adoptersLate adoptersLaggards
Innovation idea #24
People fall into different adopter categories for
different types of products.
Clichés are not useful: aim to understand and design for your target adopters
Enabling strategies
Target opinion leaders Shape individual’s perceptions of the
innovation Target early adopters first, but do not
focus only on them Provide incentives for adoption Promote negotiation and interpretations Any design strategies?
Different external influences
0
10
20
30
40
50
60
70
80
90
100
1 11 21 31 41 51 61 71 81 91time
adop
ters
Different aggregate influence
0
10
20
30
40
50
60
70
80
90
100
1 11 21 31 41 51 61 71 81 91time
adop
tersVarying critical mass,
same end result
Constant critical mass,different end result
Critical Mass of Head-Up Displays?
Characteristics of innovations
Relative advantage Perceived as a better solution
Compatibility Perceived as consistent with values, experience, needs
Complexity Perceived as difficult to understand and use
Trialability Experimented with on a limited basis
Observability Results are visible to others
Innovation idea #25
Evidence shows that innovations that diffuse rapidly have:
- greater perceived advantages- greater compatibility
- greater trialability- greater observability
- less complexity
Perceived advantages
Trialability
Observability
Compatibility
Compatibility
Complexity
Uncertainty
Adopters’ experience Influence perception of next
innovation Competitors Non-intended uses Social and cultural events Reinterpretations or re-
inventions
Re-invention
Degree to which an innovation Is changed or modified By third-party (users, mkt, competition) During diffusion And implementation
At least some degree of re-invention occurs at the implementation stage For many innovations And by many adopters
Reinvention
Recommended