Designing Humanity into Your Products

Designing Humanity into Your Products Bill DeRouchey Ziba Design From Business to Buttons June 12, 2009

Humanity?

Humanity is how we connect and communicate.

The context has changed.

Companies are softening.

Companies desire connection.

Connection is between people.

Connection is a 1:1 thing.

ﬂickr: soylentgreen23 ﬂickr: botunda Thatʼs hard for a corporation.

Companies are formal, faceless.

Formality is the problem.

Formality avoids connection.

Formality is from power & fear.

Cleverness doesnʼt connect.

But a real voice wakes you up.

We need to take a risk and be informal, because...

Informality creates connection.

Stepping forward creates slack.

We need to be human.

So, how do we humanize technology?

Humanizing technology?

How can you love a machine?

Give it a true voice...

that people can connect with.

Show customers that real people are behind our products.

Example: woot!

Informal, yet effective.

Honestly cheesy.

“And a dumb product description” Honestly cheesy.

“And a dumb product “First Sucker” description” Honestly cheesy.

Celebrate the obvious.

“Just click this big green button.” Celebrate the obvious.

Even sarcastic.

“Donʼt worry, this wonʼt hurt much. Even sarcastic.

“Donʼt worry, this wonʼt hurt much. “We know how badly you type.” Even sarcastic.

Focus on what may be the most underutilized elements in design.

Words Writing

Words Writing Personality

Words Writing Personality Voice

Trends in Voice.

I know you aren’t familiar with this thing, Instructor voice.

...so I’ll guide you through the process. Instructor voice.

Instructor voice.

I know you aren’t familiar with this thing, Engineer voice.

...so I’ll describe to you what’s happening, as I understand it. Engineer voice.

Engineer voice.

“This operation may take a few minutes.” Engineer voice.

Engineer voice.

“The username or password you entered is incorrect.” Engineer voice.

I know you ARE familiar with this thing, Peer voice.

...so I’ll try not to bore you... Peer voice.

...by having fun with the boring elements. Peer voice.

“We know how badly you type.” Peer voice.

Peer voice.

Serious topic: direct language.

“They spoke my language.”

Form “follows” function.

Form evolves after function.

Stuff happens.

Communicating whatʼs happening.

Machine voice.

“This operation may take a few minutes.” Machine voice.

Human voice.

“Just a sec.” Human voice.

Google

“We know this is tooootally lame.” Google

Google

“Hooray, no spam here!” Google

TurboTax

“Was convicted of possessing or distributing a controlled substance” TurboTax

“(yes, the IRS made us ask it)” TurboTax

BrightKite

Flickr.

People remember humor.

The magical fail whale.

Example: MOO

Conﬁrming my order.

“Iʼm little MOO, the bit of software that will be managing your order with us.” Conﬁrming my order.

“Iʼm little MOO, the bit of software that will be managing your order with us.” “Little MOO, Print Robot.” Conﬁrming my order.

“How very exciting.”

“Open them, quick!”

“Yay!”

Some ﬁnal words.

Get the best writer you can afford.

Donʼt talk AT people. Talk TO them as peers.

Write as you speak.

Write as you speak. Speak as you write.

Relax. Be human.

Relax. Be human. Bill DeRouchey @billder Ziba Design bill.derouchey@gmail.com www.pushclicktouch.com From Business to Buttons June 12, 2009

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Designing Humanity into Your Products

by Bill DeRouchey on Jun 16, 2009

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Designing Humanity into Your Products — Presentation Transcript