Design Whuffie


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I presented this at An Event Apart on May 4, 2009.

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Design Whuffie

  1. design whuffie building stuff into your design to produce mad, passionate, fervent love by: tara ‘missrogue’ hunt
  2. wtf
  3. is
  4. whuffie?
  6. boingboing
  7. cory
  8. crazy
  9. about
  11. he wrote
  12. instead of $$
  13. =
  14. social capital
  15. =
  16. reputation
  17. connections (both strong and weak)
  18. influence
  19. access to resources/access to more connections
  20. favors added up (reciprocity)
  21. public accomplishments
  22. levels of trust
  23. etc.
  24. in cory’s future
  25. when you
  27. whuffie
  28. score
  29. high score
  30. =
  31. good reputation
  32. trust them
  33. listen to their advice
  34. it also buys you stuff
  36. but this should sound
  37. familiar
  38. this ain’t the future
  39. & it ain’t fiction
  40. it’s real
  41. right now
  42. how
  43. relate
  44. online communities
  45. 2,600+ Facebook Friends
  46. 26,000+ twitter followers
  47. 1,400
  48. I have strong or weak connections to
  49. I’m not telling you this to show off
  50. i’m not that unique
  51. Blogs = >115Million+ (+China’s 75M) MySpace = >110Million users Facebook = >80Million users Orkut = >75Million users Twitter = >15 Million
  52. people join these online communities
  53. to make
  54. connections +time = trust the basis of = whuffie
  55. authenticity matters
  56. if you want to become
  57. whuffie rich
  58. =
  59. have people fall in love with your product/service
  60. build long term customer loyalty
  61. spread awesome word of mouth
  62. you need to build...
  63. trust
  64. it’s really as simple as that
  65. but there is a catch
  66. didn’t happen overnight
  67. it required a different perspective
  68. a lot of time and attention
  69. involves
  70. 5 principles for raising whuffie
  71. #1. turn the bullhorn around
  72. b2c communication b4 the internet
  73. then came the competition
  74. got louder
  75. and louder
  76. and led to
  77. main characteristic
  78. impersonal
  81. which is why people listen to
  82. if you are still
  83. you’re totally missing out on
  85. if you really want to
  87. sounds easy, but it isn’t
  88. focus on individuals
  89. understanding the needs of the entire community
  90. that’s totally challenging
  91. 8 tips for being a beacon for constant feedback:
  92. 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
  93. 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
  94. 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
  95. to really become
  97. #2. become part of the community you serve
  98. for the ultimate in being able to gr0k ur customers
  99. what they want
  100. anticipate their needs
  101. tune in and turn them on
  102. you need to
  104. collaborate and share with other designers
  105. fall in love with what your customers love
  106. use competitor’s tools until you love them, too
  107. search thru ‘screenshot’ and ‘design patterns’ galleries on flickr
  108. read A List Apart
  109. go to conferences
  110. barcamps
  111. codejams
  112. meetups
  113. and everywhere you can possibly meet creative, tuned in people
  114. and you’ll figure out what makes the difference between
  115. and then you can...
  116. #3. create amazing customer experiences
  117. and when I say amazing
  118. I mean experiences that lead to
  122. creating these experiences will
  123. a couple of ways to do this
  124. automagicness
  125. automagic: a user experience so seamless that it feels like magic
  127. automagic sign ins
  128. automagic posting to the sites of your choice
  129. automagic matching of milestones with xif data from photos
  130. automagic lilgram sender to pre-defined recipients
  131. automagic posting from twitter from the road
  132. quicken for iphone
  133. automagic demo
  134. automagic automagic automagic bank machine spending balance finder update updater
  136. 1. I book my flight/hotel
  137. 2. I forward the confirmation email to
  138. 3. it’s automagically converted into an itinerary for me
  139. an automagic neat and tidy awesome itinerary for me
  140. and an iPhone application for more magicness!
  141. throwing sheep
  142. throwing sheep: ancillary fun, lightweight activities that encourage user participation
  143. 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
  144. lighten up!
  145. lightening up: the ability to inject fun into the most serious & professional interactions
  148. some 404 error pages
  153. the email responder is the new 404
  154. #4. embrace the chaos
  155. controlling the message?
  156. heh
  158. I’s hard to embrace the chaos...
  159. long history
  160. of fear
  161. the fear mongers • corporate espionage • competition • security • litigation • bad-mouthers • mistrust
  162. it’s on their shoulders • Legal • Public Relations/Corporate Communications • IT
  163. understand the need for security
  164. but balance it with the need for openness
  165. there are many benefits to openness and transparency
  166. 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
  167. in the old days, you had one chance to get everything just right...
  168. today, you have multiple conversations and iterations to build with your customers and audience.
  169. 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.
  170. ...or can we?
  171. we’re just one more step away from
  172. here is some food for thought
  173. while money is part of the
  174. market economy
  175. whuffie is part of the
  176. it acts kind of opposite
  177. the more you give away, the more whuffie you gain
  178. whuffie is only valuable when it circulates
  179. and as it circulates, it
  180. but we still need to make $$ to pay the rent
  181. so the question is...
  182. what can you give away that won’t leave you broke?
  183. #5. find your higher purpose.
  184. born out of passion?
  185. serving a need?
  186. fighting the good fight?
  187. maybe that stuff doesn’t interest you
  188. maybe you just want to
  189. does it mean that you will be whuffie poor?
  190. nah.
  191. you just have to find a way to give back to the community
  192. the more you give, the more that comes back
  193. 5 gifts to give that won’t leave you broke
  194. “nerd values” do well by doing good
  195. “...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
  196. think customer-centrically
  197. 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.
  198. 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.
  199. help others go further
  200. spread love
  202. value something bigger
  203. •do well by doing good •think customer-centrically •help others go further •spread love •value something bigger
  204. whuffie
  205. will grow over time
  206. so combine all of the
  207. •turn the bullhorn around •become part of the community you serve •create amazing experiences •embrace the chaos •find your higher purpose
  208. you will raise whuffie
  209. whuffie rich
  210. =
  211. better word of mouth
  212. repeat sales
  213. customer loyalty
  214. =
  215. big, fat increase to your bottom line
  216. which will help you buy stuff
  218. which is why whuffie is the wiser way.
  219. end.
  220. Order Whuffie today!
  221. licensing:
  222. about those rockin’ images: • Many are from (totally cool site) • except as marked on the photo... • a screenshot of my friendwheel: http:// • and the logos & screengrabs I stole from all of the respective sites...
  223. some references • Lilgrams • TripIt • • Facebook • Twitter • Creative Commons: • Quicken: • Maya’s Mom: • Dopplr: • Friend Wheel: • Great internet stats: • Whuffie: • 404 Research Lab: • More awesome 404: 2009/01/29/404-error-pages-one-more-time
  224. Tara missrogue Hunt marketing lead, Intuit Partner Platform 415.694.1951 twitter: missrogue skype: tarahunt747