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.

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?

Humanizing technology?

Humanizing technology?

Humanizing technology?

Humanizing technology?

Humanizing technology?

Humanizing technology?

Humanizing 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

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.

Peer voice.

Peer voice.

Peer voice.

Serious topic: direct language.

“They spoke my language.”

Form “follows” function.

Form evolves after function.

Form evolves after 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.

The magical fail whale.

The magical fail whale.

Example:
MOO

MOO

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