2014년 9월 26일 금요일

UX/UI Strategy: 희생양 만들기

"Voice UX/UI는 어떤 방향으로 전략을 수립해야 할까요?"
최근에 자주 접하는 화두이다.

비단 Voice UX/UI 뿐만 아니라 다른 종류도 비슷하다.
이러한 화두에 대한 답 중에 늘 하나는 '희생양 만들기'이다.

즉, 소프트웨어(또는 서비스)와 사용자가 한 편이고, 제공자는 다른 편으로 간주한다. 그리고 제공자를 수시로 도마에 올려 즐겁게 수다(경험)을 떨게 만든다. 그렇게 되면, 체감되는 만족도가 상당히 높아질 수 있다. 이것은 기존에는 제공자와 소프트웨어(또는 서비스)가 한 편이고, 사용자는 다른 편으로 프레임을 나누어 접근했을 때의 체감 만족도가 낮았기 때문에 접근하는 것이다.

희생양 개념은 무척 흥미롭다.(아래 글 참조)
과거로부터 누적된 공동의 목표를 '양'에게 주입시키고, 생존의 현재 자리(거주지)에서 추방시킴으로서 미래를 담보하게 만드는 매커니즘이다.

"The ancient Hebrews had a custom that is noteworthy in this context. During the days of atonement, a priest placed his hands on the head of a goat while reciting the sins of the people. This symbolically transferred the sin and evil from the people to the goat. The goat was then allowed to escape into the wilderness, thus cleansing the community of sin. The animal was called a scapegoat."(Aronson, Elliot. The social animal. Macmillan, 2003.)

지금도 그 매커니즘은 달라지지 않았지만, '떠날 수 없도록 만든 테두리에서 약자를 공격하는 경향으로' 흘러가고 있어서 우려가 크다.(아래 글 참조)

"In modern times the term scapegoating has been used to describe the process of blaming a relatively powerless innocent person for something that is not his or her fault. Unfortunately, the individual is not allowed to escape into the wilderness but is usually subjected to cruelty or even death."(Aronson, Elliot. The social animal. Macmillan, 2003.)

MS 클리피 사례는 적용 사례로서 참조할만하다.(아래 글 참조)

"To show Microsoft how a small change could make him popular, I needed an easier solution. I searched through the social science literature to find simple tactics that unpopular people use to make friends.

The most powerful strategy I found was to create a scapegoat. I therefore designed a new version of Clippy. After Clippy made a suggestion or answered a question, he would ask, “Was that helpful?” and then present buttons for “yes” and “no.” If the user clicked “no,” Clippy would say, “That gets me really angry! Let’s tell Microsoft how bad their help system is.” He would then pop up an e-mail to be sent to “Manager, Microsoft Support,” with the subject, “Your help system needs work!” After giving the user a couple of minutes to type a complaint, Clippy would say, “C’mon! You can be tougher than that. Let ’em have it!”

We showed this system to twenty-five computer users, and the results were unanimous: people fell in love with the new Clippy! A longstanding business user of Microsoft Office exclaimed, “Clippy is awesome!” An avowed Clippy hater said, “He’s so supportive!” And a user who despised “eye candy” in software said, “I wish all software was like this!” Virtually all of the users lauded Clippy 2.0 as a marvelous innovation.

Without any fundamental change in the software, the right social strategy rescued Clippy from the list of Most Hated Software of All Time; creating a scapegoat bonded Clippy and the user against a common enemy. Unfortunately, that enemy was Microsoft, and while impressed with our ability to make Clippy lovable, the company did not pursue our approach." (Nass, Clifford Ivar, and Corina Yen. The man who lied to his laptop: what machines teach us about human relationships. Current, 2010.)


- 성균관대학교 일반대학원 휴먼ICT융합학과 최병호
Sungkyunkwan University Human ICT (Information Cognitive Technology) Convergence 
http://humanict.skku.edu/