Understanding change aversion and how to design for it
Change aversion is a natural response, which technology often exacerbates. Evolutionary changes can be subtle and occur over many generations. But Internet users must sometimes deal with sudden, significant product changes in applications they rely on and identify with. Despite the best intentions of designers and product managers, users often experience anxiety and confusion when faced with a new interface or changed functionality. While some change aversion is often inevitable, it can also be managed and minimised with the right steps.
In this talk, we will:
- describe the foundations of change aversion
- explain the risks of change aversion to products’ success
- show how change aversion can be measured and evaluated
- outline the dimensions of change that heighten negative sentiment
- highlight cases of change aversion in online products
- offer a framework for launching and communicating changes to improve users’ experiences and long-term product success
