Design Whuffie

design whufﬁe building stuff into your design to produce mad, passionate, fervent love by: tara ‘missrogue’ hunt

whufﬁe?

http://www.ﬂickr.com/photos/eschipul/437288525/

boingboing

http://www.ﬂickr.com/photos/stuckincustoms/459418289/

he wrote

instead of $$

social capital

reputation

connections (both strong and weak)

inﬂuence

access to resources/access to more connections

favors added up (reciprocity)

public accomplishments

levels of trust

in cory’s future

when you

http://www.ﬂickr.com/photos/notic/86343146/

whufﬁe

high score

good reputation

trust them

listen to their advice

it also buys you stuff

http://www.ﬂickr.com/photos/brraveheart/2072543750/

but this should sound

familiar

this ain’t the future

& it ain’t ﬁction

it’s real

right now

relate

online communities

2,600+ Facebook Friends

26,000+ twitter followers

I have strong or weak connections to

I’m not telling you this to show off

i’m not that unique

Blogs = >115Million+ (+China’s 75M) MySpace = >110Million users Facebook = >80Million users Orkut = >75Million users Twitter = >15 Million

people join these online communities

to make

connections +time = trust the basis of = whufﬁe

authenticity matters

if you want to become

whufﬁe rich

have people fall in love with your product/service

build long term customer loyalty

spread awesome word of mouth

you need to build...

it’s really as simple as that

but there is a catch

didn’t happen overnight

it required a different perspective

a lot of time and attention

involves

5 principles for raising whufﬁe

#1. turn the bullhorn around

b2c communication b4 the internet

then came the competition

got louder

and louder

and led to

main characteristic

impersonal

http://www.ﬂickr.com/photos/b-tal/179390300/

http://www.ﬂickr.com/photos/tin-g/90143310/

which is why people listen to

if you are still

you’re totally missing out on

http://www.ﬂickr.com/photos/striatic/133146861/

if you really want to

http://www.ﬂickr.com/photos/klapow/39693385/

sounds easy, but it isn’t

focus on individuals

understanding the needs of the entire community

that’s totally challenging

8 tips for being a beacon for constant feedback:

1. get advice from experts, but design for the needs of the novice 2. respond to ALL feedback, even when you have to say ‘no thanks’ 3. don’t take negative feedback personally 4. give credit to those whose ideas you implement

some ways to give credit • mention contributions in • send a gift certiﬁcate or blog posts, tweets and special coupon code videos • schwag and schtuff • name a product or • upgrade their account feature after the contributor (or let them name it) • give the contributor more responsibility • send journalists their way

5. point out and explain changes as you make them 6. make small, continuous improvements 7. go out to ﬁnd your feedback 8. ignore the haters

to really become

http://www.ﬂickr.com/photos/klapow/39693385/

#2. become part of the community you serve

for the ultimate in being able to gr0k ur customers

what they want

anticipate their needs

tune in and turn them on

you need to

http://www.ﬂickr.com/photos/vaxzine/172651123/

collaborate and share with other designers

fall in love with what your customers love

use competitor’s tools until you love them, too

search thru ‘screenshot’ and ‘design patterns’ galleries on ﬂickr

read A List Apart

go to conferences

barcamps

codejams

meetups

and everywhere you can possibly meet creative, tuned in people

and you’ll ﬁgure out what makes the difference between

and then you can...

#3. create amazing customer experiences

and when I say amazing

I mean experiences that lead to

http://www.ﬂickr.com/photos/lugolounge/6780004/

http://www.ﬂickr.com/photos/teointarifa/490408075/

http://www.ﬂickr.com/photos/60852569@N00/242746787/

creating these experiences will

a couple of ways to do this

automagicness

automagic: a user experience so seamless that it feels like magic

lilgrams.com

automagic sign ins

automagic posting to the sites of your choice

automagic matching of milestones with xif data from photos

automagic lilgram sender to pre-deﬁned recipients

automagic posting from twitter from the road

quicken for iphone

automagic demo

automagic automagic automagic bank machine spending balance ﬁnder update updater

tripit.com

1. I book my ﬂight/hotel

2. I forward the conﬁrmation email to plans@tripit.com

3. it’s automagically converted into an itinerary for me

an automagic neat and tidy awesome itinerary for me

and an iPhone application for more magicness!

throwing sheep

throwing sheep: ancillary fun, lightweight activities that encourage user participation

throwing sheep examples • Facebook poking • Dopplr’s velocity metric • Facebook ‘I Like This’ • Favoriting/starring • Twitter nudging • Virtual gift giving • Most tweets in general • Virtual walls • Ma.gnolia’s give thanks • Pop Sugar’s karma points • Maya’s Mom’s kudos

lighten up!

lightening up: the ability to inject fun into the most serious & professional interactions

virginamerica.com http://www.youtube.com/watch?v=eyygn8HFTCo

ﬂickr.com http://ﬂickr.com/photos/joshb/1408947023/

some 404 error pages

apartmenthomeliving.com

d20srd.org

tinsanity.net http://tinsanity.net/404

horsepigcow.com

the email responder is the new 404

#4. embrace the chaos

controlling the message?

http://www.flickr.com/photos/wiseacre/153532248/

I know...it’s hard to embrace the chaos...

long history

of fear

the fear mongers • corporate espionage • competition • security • litigation • bad-mouthers • mistrust

it’s on their shoulders • Legal • Public Relations/Corporate Communications • IT

understand the need for security

but balance it with the need for openness

there are many beneﬁts to openness and transparency

beneﬁts of embracing the chaos • you’ll be better prepared for the unexpected • you’ll join in the conversation that is already happening and be welcomed for this move • it will bring in the opportunity for collaboration • it will make your ideas stronger • it will create supporters you didn’t know you had

in the old days, you had one chance to get everything just right...

today, you have multiple conversations and iterations to build with your customers and audience.

Funny how we create our own rat traps in our success. Once we're 'there' we can no longer do the stuff that made us successful in the 1st place.

...or can we?

we’re just one more step away from

here is some food for thought

while money is part of the

market economy

whufﬁe is part of the

it acts kind of opposite

the more you give away, the more whufﬁe you gain

whufﬁe is only valuable when it circulates

and as it circulates, it

but we still need to make $$ to pay the rent

so the question is...

what can you give away that won’t leave you broke?

#5. ﬁnd your higher purpose.

born out of passion?

serving a need?

ﬁghting the good ﬁght?

maybe that stuff doesn’t interest you

maybe you just want to

does it mean that you will be whufﬁe poor?

you just have to ﬁnd a way to give back to the community

the more you give, the more that comes back

5 gifts to give that won’t leave you broke

“nerd values” do well by doing good

“...compared check-writing and volunteering to cutting the leaves and branches off a tree, where the heart of the business and its ability to impact the world positively is the tree itself.” Gary Hirshberg, CEO, Stonyﬁeld Farms

think customer-centrically

not customer-centric • • You do everything you can to You have a long list of customer keep your customers on your relations policies. Any website. exception to those policies has to go up the chain of command for approval. • You measure number of visitors and time spent on your website • as whether you are successful. You need to create multiple instructional videos so that your customers will understand • When budgets get tightened, how to use your product. you make cutbacks in areas like customer service, marketing, • support staff and design. You demand social media strategies that win over the ‘inﬂuencers’ to blog or tweet • You are bothered by a customer about your product. describing your product in their own words that doesn’t match your brand.

customer-centric • • You send customers to other Your customers are doing websites. things with your product you never dreamed and are posting videos. • You measure how many people refer their friends to you as • success. Inﬂuencers are adding you as friends on social networks. • You let people feed in their • content from other sites easily. You work with your competitors towards better customer experiences for all. • When budgets get tightened, you tighten operational costs. • You know you compete for your customers’ attention with • Your only customer service everyone. policy is to do right by the customer.

help others go further

spread love

akoha.com

value something bigger

•do well by doing good •think customer-centrically •help others go further •spread love •value something bigger

whufﬁe

will grow over time

so combine all of the

•turn the bullhorn around •become part of the community you serve •create amazing experiences •embrace the chaos •ﬁnd your higher purpose

you will raise whufﬁe

whufﬁe rich

better word of mouth

repeat sales

customer loyalty

big, fat increase to your bottom line

which will help you buy stuff

http://www.ﬂickr.com/photos/brraveheart/2072543750/

which is why whufﬁe is the wiser way.

Order Whufﬁe today! http://thewhufﬁefactor.com

licensing: http://www.slideshare.net/missrogue

about those rockin’ images: • Many are from iStockphoto.com (totally cool site) • except as marked on the photo... • a screenshot of my friendwheel: http:// apps.facebook.com/friendwheel • and the logos & screengrabs I stole from all of the respective sites...

some references • Lilgrams http://www.lilgrams.com • TripIt http://www.tripit.com • Akoha.com http://www.akoha.com • Facebook http://www.facebook.com • Twitter http://www.twitter.com • Creative Commons: http://www.creativecommons.org • Quicken: http://quicken.intuit.com/ • Maya’s Mom: http://www.mayasmom.com • Dopplr: http://www.dopplr.com • Friend Wheel: http://apps.facebook.com/friendwheel • Great internet stats: http://pewinternet.org • Whufﬁe: http://en.wikipedia.org/wiki/Whufﬁe • 404 Research Lab: http://plinko.net/404/ • More awesome 404: http://www.smashingmagazine.com/ 2009/01/29/404-error-pages-one-more-time

Tara missrogue Hunt marketing lead, Intuit Partner Platform horsepigcow@gmail.com 415.694.1951 twitter: missrogue skype: tarahunt747 www.horsepigcow.com

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Design Whuffie

by Tara Hunt on May 04, 2009

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Design Whuffie — Presentation Transcript