Design ScriptsDesigning (inter)actions with intentionsBas Leurs (October 6, 2011)

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What makes design so complicated?

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Most inspring book on Design I have ever read:

Design Methods (seeds of human future)John Chris Jones1970

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Social networks

BrandsInterfaces

ExperiencesFood

John C. Jones (1970)4

What makes design so complicated according to Jones?In Design Methods (1970)

“The fundamental problem is that designers are obliged to use current information to predict a future state that will not come about unless their predictions are correct.”

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Other problems that designers have...In Design Methods (1970)

“The designer must be able to predict the ultimate effects of their proposed design as well as specifying the actions that are needed to bring these effects about.”

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Specifying actions... So design has something to do with plans?

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How do designers plan their actions to accomplish the future state that they desire?

current situation

desiredsituation

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INPUTOUTPUT

My ambition: to understand how designers think and how they can improve the way they learn and work, so they can make better (meaningful) products and services

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Spending time in the pub is sometimes useful.

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Latour’s concept for describing the delegation of action by artifacts is called a ‘script’.

Bruno Latour’s scripts

Bruno Latour

Like the script of a movie or

a theatre play, an artifact can ‘prescribe’ its users how

to act when they use it.

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I consider scripts a bit like ‘Automator’ scripts

Scripts are programs of actions. These programs of actions (or agency of things) shape human behaviour.

What if...

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Speed bumps, the scriptsays: ‘Slow down!’

Examples of scripts

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Paper coffee cup, thescript is: ‘dispose me after use’

Examples of scripts

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Which one do you prefer?

A B

Which one would you buy?

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You’ll find scripts throughout the life of a product

Manufacturing Distribution Sales Installation Maintenance DisposalConception

Selling it to the clientBuilding prototypes

Should be possible and cheap to produce and easy to assemble

Should be lightweight

Should catch the attention of the buyer

Should be easy to install

Should it be easy to clean or to replace the bulb?How can it be repaired when it breaks?

Should be good for the environment

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Striping of DutchPolice cars

Examples of scripts

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Striping of Dutch Police cars:Roadblocks, visual presence, applicable to many types of vehicles

Examples of scripts

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Password strength indicator

Examples of scripts

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Password strength indicator:Persuade or challenge people to select a safe password

Examples of scripts

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Wii

Examples of scripts

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Wii: playing together andmoving instead of sittingon a couch?

Examples of scripts

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Examples of scripts

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Examples of scriptsDon’t stand too close!

Examples of scripts

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Examples of scriptsPrevent people to lay down and take nap.

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Examples of scriptsNo parking for camping cars

Examples of scripts

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Examples of scripts

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Examples of scripts

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Examples of scriptsPrevention of cameras being attachedto the machine that record the keypad input

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Designing (inter)actions

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E XP E R I E N C E

INTE

RACT

ION

INTERACTION INTERACTION

TECHNOLOGY TECHNOLOGY

T

ECHN

OLOGY

products / artefacts / environments brands / organisations / companies

human

humans

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Context = Any factor that influences the interaction33

How the designer intends the artefact to interact with its user(s) and context (or vice versa).

In essence, scripts are about intentions (aims)

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(Ajzen & Fishbein, 1975)

Theory of planned behavior

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inside the designer’s mind outside in de real world

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Values: what I find import as human being or designer (professional ethics)

The position I take as a designer towards a situation (problem)

The aim or plan I have as a designer to get to the desired situation

Inside the designer’s mind outside in de real world

The actual behaviour that my designed artefact induces.

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Values: what I find import as human being or designer (professional ethics)

The position I take as a designer towards a situation (problem)

The aim or plan I have as a designer to get to the desired situation

Inside the designer’s mind outside in de real world

The actual behaviour that my designed artefact induces.

altruism, doing good

human-centered self supportive

medical carereward patients

when they take their medication at the

righ moment.

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(Latour, 1992)

AnthropomorphismThe attribution of human

characteristics to an object

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Values: what I find import as human being or designer (professional ethics)

The position I take as a designer towards a situation (problem)

The aim or plan I have as a designer to get to the desired situation

My intentions as designer are ‘enscribed’ in the artefact and shape the

actions of the user.

Inside the designer’s mind outside in de real world

The actual behaviour that my designed artefact induces.

the designer is delegated as another human

(services) or non-human character (products)

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Anthropomorphism and Service Design

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Elements of scripts

Actor (User)

Objective / Aim

Artefact (Product/Service)

Context (Scene)

Sequence of (inter)actions

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But... scripts can have errors (bugs)...

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But scripts can go wrong...If the context is not taken into account for instance

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Or scripts can have flaws

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Or scripts can have flawsIf users are creative... or magicians...

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Or scripts can be hacked

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Scripts can be hacked...Fooling other scripts

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Scripts can be hacked...Fooling other scripts

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Examples of scriptsScripts can be hacked...Bypassing other scripts

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Scripts can be hacked...Bypassing other scripts

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Or scripts can be just misplaced

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Or scripts can be just misplaced

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Or scripts can be just misplacedCustomer Service Scripts

Service Scripts

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Or scripts can be just misplaced EGBG CounterscriptHow to deal with direct marketing strategieshttp://egbg.home.xs4all.nl/counterscript.html

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Economics & Political Sciences

Choice architectureRichard Thaler, Cass Sunstein, John Balz

In!uencing public behaviourLegislation

Architectures of controlLawrence Lessig

In!uencing public behaviour

Philosophy‘Enscription of artefacts’Bruno Latour, Madeleine Akrich

Persuasivetechnology

Persuasive technologyBJ Fogg

Design withIntentDan Lockton Game

Design

Cognition &Schemata theory

UsabilityA"ordancesDonald Norman

Event schemata (Scripts) Mandler, Schank & Abelson

Behavioural ScriptsCraig Anderson

Serious games

Educating, training and developing behaviour ,

mindsets

Change attitudes or behaviors through persuasion

EducationIntervention scriptsBarnett, Bauer, Bell, et al

UsecuesKanis, Rooden, Green

How technology a"ects peoples life

Error prevention,ease of use

Acquisition of knowledge, skills and values

Cognitive structures of knowledge

You will find the principles of scripts in many fields

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Persuasive TechnologyBJ Fogg

Shaping Technology / Building SocietyWiebe Bijker, John Law

Influence: The Physchology of PersuasionRobert Cialdini

Nudge: Improving decisions about Health, Wealth and HappinesRichard Thaler, Cass Sunstein

Design with Intent: Patterns for Influencing Behaviour Through DesignDan Lockton (architectures.danlockton.co.uk)

Gamification

The potential of using script theory in consumer behaviour researchErsmus, Boshof, Rousseau

This paper describes scripts as event schemata and not as design intentions!

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Have fun with scripting!And keep ethics in mind! (nudge, don’t use coercion)

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