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Thinking of communication design




Key fundamental for communication design




                                           www.mrcoincidence.com
Introduction
The consumer communication is
undergoing a fundamental change




                          www.mrcoincidence.com
?
                                   ?



People are increasingly using the web to get the information they
need from each other, rather than from businesses. People are
spending much more time interacting with other people, and
much less time consuming content from websites. This shift is not
about any one particular social network. It’s about people
connecting to each other online.
                                                        www.mrcoincidence.com
Understanding sociability will become a core requirement for
designing communication.
Almost all of us will need to become skilled in interactive
communication design.



                                                     www.mrcoincidence.com
Understand sociology,
   not technology




                        www.mrcoincidence.com
s
                                    m checking ou t some Tokyo tip
                               Ia
         What are you doing?                   I am using internet.




The problems we’re dealing with are social science problems,
not technology problems. The technology may be changing fast but
the underlying human motivations are changing very slowly,
and in many places not at all. We need to first understand what is
motivating people to use these services. Not jump on the latest
digital bandwagon.
                                                                  www.mrcoincidence.com
Understanding sociability
       is complex.

          Yes it is!

    But we just need to
start with a solid foundation
    from which to build.
                          www.mrcoincidence.com
Key fundamental
1.    User experience
2.    Social network
3.    Relationship
4.    Influence and Identity



                               www.mrcoincidence.com
User experience
We do business
 from the inside out,

         but

     it should be
the other way around.

                        www.mrcoincidence.com
User Experience

 User Interface

     Tool


     Data




                  www.mrcoincidence.com
User Experience




   Magic




                  www.mrcoincidence.com
$?            €?           ¥?



Internal business communication gap sometimes makes for
terrible customer experiences.
Example, what good is a great website if your in-store staff never
use internet ? What good is a great online purchasing tool if people
don’t understand what you sell?

                                                            www.mrcoincidence.com
Where am I supposed to look? Each element is screaming for attention.


                                                               www.mrcoincidence.com
Everything is restricted by the Flash shell, it’s a horrible flashturbation.


                                                                      www.mrcoincidence.com
Customer experiences matter most because quality goods and
  customer satisfaction are commoditised. In the early 21st
  century, customer loyalty is increasingly necessary to be
  competitive. And the best way to drive loyalty is to create
  consistently compelling and authentic experiences.              www.mrcoincidence.com



Photo credit: www.flickr.com/photos/mcluhan/448247204/sizes/l/
People’s expectations are higher than you expect
                                           www.mrcoincidence.com
!            !            !


To design these experiences, we need
a new skill set,
a new way of understanding people,
a new way of understanding customers.
We need to understand how people think, and what motivates them
to behave in certain ways.
                                                      www.mrcoincidence.com
The best way to do this is to
   design from the outside in.

  To observe people in their own
environment, probing them so that
 we understand their behaviour.

                            www.mrcoincidence.com
This understanding enables us to
design things that are meaningful
and valuable to people.

So stop designing specific
tactics, and start designing
strategy for user experiences.

                            www.mrcoincidence.com
Social network
Real life is social network.
The most important thing to know about
social networks is that they are not new.




                                  www.mrcoincidence.com
Online                                Offline
                                       Colleagues      Tokyo friends




              Friends                    Family       Sport teammates



The problem is that the social networks we’re creating online don’t
match the social networks we already have offline.

                                                                www.mrcoincidence.com
Colleagues    Tokyo friends




                        Family     Sport teammates



People don’t have one group of friends. People have multiple
independent groups of friends. We should start to design for
multiple groups.
                                                         www.mrcoincidence.com
Tokyo friends


                      Parties well

                                                        Eats well



                                          Drinks well




One friends group means mixed up conversations. Therefore
people have different types of relationships.
A good framework exists around designing for relationships.


                                                                    www.mrcoincidence.com
Relationship
Weak ties
                       Colleagues          Tokyo friends
                                  Strong ties




                         Family           Sport teammates




We actually have a framework for thinking about, and designing for,
our different relationships. For decades, people have spoken about
strong and weak ties.
                                                            www.mrcoincidence.com
?       OK!



Strong ties often wield the most influence over people’s
decisions. For example, they are often the biggest factor in
purchase decisions. Think about the last time you consulted a
friend on whether to buy something. Chances are, it was quite
recently.

                                                        www.mrcoincidence.com
80%
Strong ties also dominate phone usage. 80% of phone calls are
made to the same 4 people.



                                                       www.mrcoincidence.com
80%
80% of Skype calls are made to the same 2 people.




                                               www.mrcoincidence.com
A study in the 70’s showed that the majority of phone
calls were to people who live within five miles of the
caller’s home.
                                                    www.mrcoincidence.com
Strong ties




So much of our lives revolve around our strong ties, and we
need to think about designing for them as distinct from other
types of relationships.

                                                       www.mrcoincidence.com
Weak ties

                          Strong ties




Look at weak ties. Weak ties are people you know, but don’t
care much about. We communicate with weak ties infrequently.

                                                      www.mrcoincidence.com
Weak ties

                            Strong ties




Our brains can only keep up with a limited number of weak tie
relationships. But online communications make it easier to
reconnect and catch up with weak ties.
                                                         www.mrcoincidence.com
Online communication, specially social network, have changed
some aspects of our weak tie relationships. We now have an easy
route to connect to them that didn’t previously exist. In the past
we would have to meet or phone them to catch up.


                                                         www.mrcoincidence.com
Temporary ties

                              Weak ties

                              Strong ties




But strong and weak ties are not enough when we think of
relationships online. We need a new category of tie, and call it the
temporary tie.
                                                            www.mrcoincidence.com
Temporary ties

                             Weak ties

                            Strong ties




Once the task has been completed, temporary ties are unlikely to
interact again. You don’t know these people beyond the one
conversation you had, or the words they typed and whatever online
profile they have. Your interaction with them is temporary.
                                                        www.mrcoincidence.com
With the rise of user
  generated content online,
temporary ties are becoming
 more important, becoming
 more commonplace online.


                        www.mrcoincidence.com
As designers, the biggest thing
    we need to think about
when designing for temporary
    tie interaction is trust.



                           www.mrcoincidence.com
Temporary ties
                                Weak ties

                               Strong ties




The eco-system around which we need to design. But you’ll
probably never need to design for them all at once, It’s more likely that
you’ll be designing for one type of tie. Knowing which tie you’re
designing for can really help you prioritize features.
                                                              www.mrcoincidence.com
Influence and Identity
?       Buy now!




We don’t make decisions alone.
People try to behave rationally, they try to make objective decisions,
but other factors mean that they can’t.


                                                            www.mrcoincidence.com
The problem is that we all have limited access to information, and
limited memory. Because of this, we have learned to rely on others
to help us make decisions. We assume that other people know
things we don’t. In fact, we do this so often, that we automatically
look to the actions of others, even when the answer is obvious.

                                                          www.mrcoincidence.com
Information                Memory



The web will increase our reliance on online communication to
make decisions. The web is increasing the volume of information
available to us, but our capacity for memory isn’t changing. So it’s
likely that we’ll increasingly turn to others to make decisions.

                                                           www.mrcoincidence.com
?                 We will buy it




If other people are heavily influencing our decisions, and in some
cases making the decisions for us, how does this impact what we
buy, what sites we visit, how we spend our time? If we want people
to use our website, it is important that we design in features that
support our friends making decisions for us.
                                                          www.mrcoincidence.com
How people influence each other is complex, and the role of
“influentials” in society is over-estimated. It’s not as simple as
many people believe- that there are a small number of very
influential people in society
                                                          www.mrcoincidence.com
If you reach and influence them, they will influence hundreds,
thousands and even millions of others. This is the basis for “The
law of the few” as described in The Tipping Point.
                                                        www.mrcoincidence.com
Influential?


Influenceable?




There may be some individuals who have great influence, but it is
without doubt that how people influence each others has many
other factors. A key insight is that when we study how people
influence each other, it’s important to focus on the person being
influenced as well as the person doing the influencing.

                                                        www.mrcoincidence.com
There are two primary factors in
understanding whether someone
can be influenced :

What their social network looks like.
What they have experienced before.


                                www.mrcoincidence.com
Strong ties




We’re most influenced by the people around us – in other
words, our strong ties. However, it is more common for us to be
influenced by the people we are closest to emotionally – our family,
our best friends, and sometimes some of our co-workers.

                                                            www.mrcoincidence.com
Studies into buying behavior and decision making have
   consistently found that we are disproportionally influenced by
   the opinions and actions of the people around us. These can
   be the people around us in a physical space.




                                                                     www.mrcoincidence.com



Photo credit: http://www.flickr.com/photos/joanna8555/4041537710/
Voting studies from the 40’s showed that when it came to deciding
who to vote for, people were less influenced by the media, and
much more heavily influenced by members of their family and close
friends. This is also true with buying behavior today. This study
might be 60 – 70 years old, but remember that these behaviors are
hard wired into all of us.
                                                         www.mrcoincidence.com
Temporary ties
Multiple                       Weak ties            Different
independent                                         relationships
                              Strong ties
groups




 High media literacy                            Very sociable




How can we find and reach influential people? The most important
thing to recognize about their identity, is that people don’t have one
identity. They must be very sociable, have a high media literacy,
are using multiple communication tools.
                                                           www.mrcoincidence.com
Conclusion
Key fundamental


We need to understand sociology, not technology.
We just need to start with a solid foundation from
which to build.

1.    User experience
2.    Social network
3.    Relationship
4.    Influence and Identity




                                               www.mrcoincidence.com
User experience
                  User Experience




                     Magic


    Start designing strategy for
         user experiences.

                                    www.mrcoincidence.com
Social network
            Online                                 Offline
                                        Colleagues      Tokyo friends




              Friends                     Family       Sport teammates


Real life is also social network and not new. But the problem is that
the social networks we’re creating online don’t match the social
networks we already have offline.
                                                                 www.mrcoincidence.com
Relationship              Temporary ties
                            Weak ties

                            Strong ties


                                                 Different
                                                 relationships
Multiple
independent
groups




     There are different type of relationships and multiple
     independent groups. Knowing which relationship you’re
     designing for can really help you prioritize features.
                                                       www.mrcoincidence.com
Influence and Identity     Temporary ties
                             Weak ties

                            Strong ties




High media literacy                           Very sociable




We’re most influenced by the people around us, our strong ties.
They must be very sociable, have a high media literacy, are using
multiple communication tools.
                                                        www.mrcoincidence.com
Quotation and reference


All things written on this document are based on the presentation
Paul Adams, works at Facebook as a researcher, made for IA
summit 2010.

I really appreciate and thank Paul Adams.


             Paul Adams
             http://www.thinkoutsidein.com/blog/
             http://twitter.com/padday




                                                          www.mrcoincidence.com

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communication design philosophy

  • 1. Thinking of communication design Key fundamental for communication design www.mrcoincidence.com
  • 3. The consumer communication is undergoing a fundamental change www.mrcoincidence.com
  • 4. ? ? People are increasingly using the web to get the information they need from each other, rather than from businesses. People are spending much more time interacting with other people, and much less time consuming content from websites. This shift is not about any one particular social network. It’s about people connecting to each other online. www.mrcoincidence.com
  • 5. Understanding sociability will become a core requirement for designing communication. Almost all of us will need to become skilled in interactive communication design. www.mrcoincidence.com
  • 6. Understand sociology, not technology www.mrcoincidence.com
  • 7. s m checking ou t some Tokyo tip Ia What are you doing? I am using internet. The problems we’re dealing with are social science problems, not technology problems. The technology may be changing fast but the underlying human motivations are changing very slowly, and in many places not at all. We need to first understand what is motivating people to use these services. Not jump on the latest digital bandwagon. www.mrcoincidence.com
  • 8. Understanding sociability is complex. Yes it is! But we just need to start with a solid foundation from which to build. www.mrcoincidence.com
  • 10. 1.  User experience 2.  Social network 3.  Relationship 4.  Influence and Identity www.mrcoincidence.com
  • 12. We do business from the inside out, but it should be the other way around. www.mrcoincidence.com
  • 13. User Experience User Interface Tool Data www.mrcoincidence.com
  • 14. User Experience Magic www.mrcoincidence.com
  • 15. $? €? ¥? Internal business communication gap sometimes makes for terrible customer experiences. Example, what good is a great website if your in-store staff never use internet ? What good is a great online purchasing tool if people don’t understand what you sell? www.mrcoincidence.com
  • 16. Where am I supposed to look? Each element is screaming for attention. www.mrcoincidence.com
  • 17. Everything is restricted by the Flash shell, it’s a horrible flashturbation. www.mrcoincidence.com
  • 18. Customer experiences matter most because quality goods and customer satisfaction are commoditised. In the early 21st century, customer loyalty is increasingly necessary to be competitive. And the best way to drive loyalty is to create consistently compelling and authentic experiences. www.mrcoincidence.com Photo credit: www.flickr.com/photos/mcluhan/448247204/sizes/l/
  • 19. People’s expectations are higher than you expect www.mrcoincidence.com
  • 20. ! ! ! To design these experiences, we need a new skill set, a new way of understanding people, a new way of understanding customers. We need to understand how people think, and what motivates them to behave in certain ways. www.mrcoincidence.com
  • 21. The best way to do this is to design from the outside in. To observe people in their own environment, probing them so that we understand their behaviour. www.mrcoincidence.com
  • 22. This understanding enables us to design things that are meaningful and valuable to people. So stop designing specific tactics, and start designing strategy for user experiences. www.mrcoincidence.com
  • 24. Real life is social network. The most important thing to know about social networks is that they are not new. www.mrcoincidence.com
  • 25. Online Offline Colleagues Tokyo friends Friends Family Sport teammates The problem is that the social networks we’re creating online don’t match the social networks we already have offline. www.mrcoincidence.com
  • 26. Colleagues Tokyo friends Family Sport teammates People don’t have one group of friends. People have multiple independent groups of friends. We should start to design for multiple groups. www.mrcoincidence.com
  • 27. Tokyo friends Parties well Eats well Drinks well One friends group means mixed up conversations. Therefore people have different types of relationships. A good framework exists around designing for relationships. www.mrcoincidence.com
  • 29. Weak ties Colleagues Tokyo friends Strong ties Family Sport teammates We actually have a framework for thinking about, and designing for, our different relationships. For decades, people have spoken about strong and weak ties. www.mrcoincidence.com
  • 30. ? OK! Strong ties often wield the most influence over people’s decisions. For example, they are often the biggest factor in purchase decisions. Think about the last time you consulted a friend on whether to buy something. Chances are, it was quite recently. www.mrcoincidence.com
  • 31. 80% Strong ties also dominate phone usage. 80% of phone calls are made to the same 4 people. www.mrcoincidence.com
  • 32. 80% 80% of Skype calls are made to the same 2 people. www.mrcoincidence.com
  • 33. A study in the 70’s showed that the majority of phone calls were to people who live within five miles of the caller’s home. www.mrcoincidence.com
  • 34. Strong ties So much of our lives revolve around our strong ties, and we need to think about designing for them as distinct from other types of relationships. www.mrcoincidence.com
  • 35. Weak ties Strong ties Look at weak ties. Weak ties are people you know, but don’t care much about. We communicate with weak ties infrequently. www.mrcoincidence.com
  • 36. Weak ties Strong ties Our brains can only keep up with a limited number of weak tie relationships. But online communications make it easier to reconnect and catch up with weak ties. www.mrcoincidence.com
  • 37. Online communication, specially social network, have changed some aspects of our weak tie relationships. We now have an easy route to connect to them that didn’t previously exist. In the past we would have to meet or phone them to catch up. www.mrcoincidence.com
  • 38. Temporary ties Weak ties Strong ties But strong and weak ties are not enough when we think of relationships online. We need a new category of tie, and call it the temporary tie. www.mrcoincidence.com
  • 39. Temporary ties Weak ties Strong ties Once the task has been completed, temporary ties are unlikely to interact again. You don’t know these people beyond the one conversation you had, or the words they typed and whatever online profile they have. Your interaction with them is temporary. www.mrcoincidence.com
  • 40. With the rise of user generated content online, temporary ties are becoming more important, becoming more commonplace online. www.mrcoincidence.com
  • 41. As designers, the biggest thing we need to think about when designing for temporary tie interaction is trust. www.mrcoincidence.com
  • 42. Temporary ties Weak ties Strong ties The eco-system around which we need to design. But you’ll probably never need to design for them all at once, It’s more likely that you’ll be designing for one type of tie. Knowing which tie you’re designing for can really help you prioritize features. www.mrcoincidence.com
  • 44. ? Buy now! We don’t make decisions alone. People try to behave rationally, they try to make objective decisions, but other factors mean that they can’t. www.mrcoincidence.com
  • 45. The problem is that we all have limited access to information, and limited memory. Because of this, we have learned to rely on others to help us make decisions. We assume that other people know things we don’t. In fact, we do this so often, that we automatically look to the actions of others, even when the answer is obvious. www.mrcoincidence.com
  • 46. Information Memory The web will increase our reliance on online communication to make decisions. The web is increasing the volume of information available to us, but our capacity for memory isn’t changing. So it’s likely that we’ll increasingly turn to others to make decisions. www.mrcoincidence.com
  • 47. ? We will buy it If other people are heavily influencing our decisions, and in some cases making the decisions for us, how does this impact what we buy, what sites we visit, how we spend our time? If we want people to use our website, it is important that we design in features that support our friends making decisions for us. www.mrcoincidence.com
  • 48. How people influence each other is complex, and the role of “influentials” in society is over-estimated. It’s not as simple as many people believe- that there are a small number of very influential people in society www.mrcoincidence.com
  • 49. If you reach and influence them, they will influence hundreds, thousands and even millions of others. This is the basis for “The law of the few” as described in The Tipping Point. www.mrcoincidence.com
  • 50. Influential? Influenceable? There may be some individuals who have great influence, but it is without doubt that how people influence each others has many other factors. A key insight is that when we study how people influence each other, it’s important to focus on the person being influenced as well as the person doing the influencing. www.mrcoincidence.com
  • 51. There are two primary factors in understanding whether someone can be influenced : What their social network looks like. What they have experienced before. www.mrcoincidence.com
  • 52. Strong ties We’re most influenced by the people around us – in other words, our strong ties. However, it is more common for us to be influenced by the people we are closest to emotionally – our family, our best friends, and sometimes some of our co-workers. www.mrcoincidence.com
  • 53. Studies into buying behavior and decision making have consistently found that we are disproportionally influenced by the opinions and actions of the people around us. These can be the people around us in a physical space. www.mrcoincidence.com Photo credit: http://www.flickr.com/photos/joanna8555/4041537710/
  • 54. Voting studies from the 40’s showed that when it came to deciding who to vote for, people were less influenced by the media, and much more heavily influenced by members of their family and close friends. This is also true with buying behavior today. This study might be 60 – 70 years old, but remember that these behaviors are hard wired into all of us. www.mrcoincidence.com
  • 55. Temporary ties Multiple Weak ties Different independent relationships Strong ties groups High media literacy Very sociable How can we find and reach influential people? The most important thing to recognize about their identity, is that people don’t have one identity. They must be very sociable, have a high media literacy, are using multiple communication tools. www.mrcoincidence.com
  • 57. Key fundamental We need to understand sociology, not technology. We just need to start with a solid foundation from which to build. 1.  User experience 2.  Social network 3.  Relationship 4.  Influence and Identity www.mrcoincidence.com
  • 58. User experience User Experience Magic Start designing strategy for user experiences. www.mrcoincidence.com
  • 59. Social network Online Offline Colleagues Tokyo friends Friends Family Sport teammates Real life is also social network and not new. But the problem is that the social networks we’re creating online don’t match the social networks we already have offline. www.mrcoincidence.com
  • 60. Relationship Temporary ties Weak ties Strong ties Different relationships Multiple independent groups There are different type of relationships and multiple independent groups. Knowing which relationship you’re designing for can really help you prioritize features. www.mrcoincidence.com
  • 61. Influence and Identity Temporary ties Weak ties Strong ties High media literacy Very sociable We’re most influenced by the people around us, our strong ties. They must be very sociable, have a high media literacy, are using multiple communication tools. www.mrcoincidence.com
  • 62. Quotation and reference All things written on this document are based on the presentation Paul Adams, works at Facebook as a researcher, made for IA summit 2010. I really appreciate and thank Paul Adams. Paul Adams http://www.thinkoutsidein.com/blog/ http://twitter.com/padday www.mrcoincidence.com