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Thinking of communication designKey fundamental for communication design                                           www.mrc...
Introduction
The consumer communication isundergoing a fundamental change                          www.mrcoincidence.com
?                                   ?People are increasingly using the web to get the information theyneed from each other...
Understanding sociability will become a core requirement fordesigning communication.Almost all of us will need to become s...
Understand sociology,   not technology                        www.mrcoincidence.com
s                                    m checking ou t some Tokyo tip                               Ia         What are you ...
Understanding sociability       is complex.          Yes it is!    But we just need tostart with a solid foundation    fro...
Key fundamental
1.    User experience2.    Social network3.    Relationship4.    Influence and Identity                               www....
User experience
We do business from the inside out,         but     it should bethe other way around.                        www.mrcoincid...
User Experience User Interface     Tool     Data                  www.mrcoincidence.com
User Experience   Magic                  www.mrcoincidence.com
$?            €?           ¥?Internal business communication gap sometimes makes forterrible customer experiences.Example,...
Where am I supposed to look? Each element is screaming for attention.                                                     ...
Everything is restricted by the Flash shell, it’s a horrible flashturbation.                                              ...
Customer experiences matter most because quality goods and  customer satisfaction are commoditised. In the early 21st  cen...
People’s expectations are higher than you expect                                           www.mrcoincidence.com
!            !            !To design these experiences, we needa new skill set,a new way of understanding people,a new way...
The best way to do this is to   design from the outside in.  To observe people in their ownenvironment, probing them so th...
This understanding enables us todesign things that are meaningfuland valuable to people.So stop designing specifictactics,...
Social network
Real life is social network.The most important thing to know aboutsocial networks is that they are not new.               ...
Online                                Offline                                       Colleagues      Tokyo friends         ...
Colleagues    Tokyo friends                        Family     Sport teammatesPeople don’t have one group of friends. Peopl...
Tokyo friends                      Parties well                                                        Eats well          ...
Relationship
Weak ties                       Colleagues          Tokyo friends                                  Strong ties            ...
?       OK!Strong ties often wield the most influence over people’sdecisions. For example, they are often the biggest fact...
80%Strong ties also dominate phone usage. 80% of phone calls aremade to the same 4 people.                                ...
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 phonecalls were to people who live within five miles of thecaller’s home. ...
Strong tiesSo much of our lives revolve around our strong ties, and weneed to think about designing for them as distinct f...
Weak ties                          Strong tiesLook at weak ties. Weak ties are people you know, but don’tcare much about. ...
Weak ties                            Strong tiesOur brains can only keep up with a limited number of weak tierelationships...
Online communication, specially social network, have changedsome aspects of our weak tie relationships. We now have an eas...
Temporary ties                              Weak ties                              Strong tiesBut strong and weak ties are...
Temporary ties                             Weak ties                            Strong tiesOnce the task has been complete...
With the rise of user  generated content online,temporary ties are becoming more important, becoming more commonplace onli...
As designers, the biggest thing    we need to think aboutwhen designing for temporary    tie interaction is trust.        ...
Temporary ties                                Weak ties                               Strong tiesThe eco-system around whi...
Influence and Identity
?       Buy now!We don’t make decisions alone.People try to behave rationally, they try to make objective decisions,but ot...
The problem is that we all have limited access to information, andlimited memory. Because of this, we have learned to rely...
Information                MemoryThe web will increase our reliance on online communication tomake decisions. The web is i...
?                 We will buy itIf other people are heavily influencing our decisions, and in somecases making the decisio...
How people influence each other is complex, and the role of“influentials” in society is over-estimated. It’s not as simple...
If you reach and influence them, they will influence hundreds,thousands and even millions of others. This is the basis for...
Influential?Influenceable?There may be some individuals who have great influence, but it iswithout doubt that how people i...
There are two primary factors inunderstanding whether someonecan be influenced :What their social network looks like.What ...
Strong tiesWe’re most influenced by the people around us – in otherwords, our strong ties. However, it is more common for ...
Studies into buying behavior and decision making have   consistently found that we are disproportionally influenced by   t...
Voting studies from the 40’s showed that when it came to decidingwho to vote for, people were less influenced by the media...
Temporary tiesMultiple                       Weak ties            Differentindependent                                    ...
Conclusion
Key fundamentalWe need to understand sociology, not technology.We just need to start with a solid foundation fromwhich to ...
User experience                  User Experience                     Magic    Start designing strategy for         user ex...
Social network            Online                                 Offline                                        Colleagues...
Relationship              Temporary ties                            Weak ties                            Strong ties      ...
Influence and Identity     Temporary ties                             Weak ties                            Strong tiesHigh...
Quotation and referenceAll things written on this document are based on the presentationPaul Adams, works at Facebook as a...
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communication design philosophy

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This is my fundamental philosophy for overall communication design, that based on the presentation made by Paul Adams,
http://www.thinkoutsidein.com/blog/

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Transcript of "communication design philosophy"

  1. 1. Thinking of communication designKey fundamental for communication design www.mrcoincidence.com
  2. 2. Introduction
  3. 3. The consumer communication isundergoing a fundamental change www.mrcoincidence.com
  4. 4. ? ?People are increasingly using the web to get the information theyneed from each other, rather than from businesses. People arespending much more time interacting with other people, andmuch less time consuming content from websites. This shift is notabout any one particular social network. It’s about peopleconnecting to each other online. www.mrcoincidence.com
  5. 5. Understanding sociability will become a core requirement fordesigning communication.Almost all of us will need to become skilled in interactivecommunication design. www.mrcoincidence.com
  6. 6. Understand sociology, not technology www.mrcoincidence.com
  7. 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 butthe underlying human motivations are changing very slowly,and in many places not at all. We need to first understand what ismotivating people to use these services. Not jump on the latestdigital bandwagon. www.mrcoincidence.com
  8. 8. Understanding sociability is complex. Yes it is! But we just need tostart with a solid foundation from which to build. www.mrcoincidence.com
  9. 9. Key fundamental
  10. 10. 1.  User experience2.  Social network3.  Relationship4.  Influence and Identity www.mrcoincidence.com
  11. 11. User experience
  12. 12. We do business from the inside out, but it should bethe other way around. www.mrcoincidence.com
  13. 13. User Experience User Interface Tool Data www.mrcoincidence.com
  14. 14. User Experience Magic www.mrcoincidence.com
  15. 15. $? €? ¥?Internal business communication gap sometimes makes forterrible customer experiences.Example, what good is a great website if your in-store staff neveruse internet ? What good is a great online purchasing tool if peopledon’t understand what you sell? www.mrcoincidence.com
  16. 16. Where am I supposed to look? Each element is screaming for attention. www.mrcoincidence.com
  17. 17. Everything is restricted by the Flash shell, it’s a horrible flashturbation. www.mrcoincidence.com
  18. 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.comPhoto credit: www.flickr.com/photos/mcluhan/448247204/sizes/l/
  19. 19. People’s expectations are higher than you expect www.mrcoincidence.com
  20. 20. ! ! !To design these experiences, we needa 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 themto behave in certain ways. www.mrcoincidence.com
  21. 21. The best way to do this is to design from the outside in. To observe people in their ownenvironment, probing them so that we understand their behaviour. www.mrcoincidence.com
  22. 22. This understanding enables us todesign things that are meaningfuland valuable to people.So stop designing specifictactics, and start designingstrategy for user experiences. www.mrcoincidence.com
  23. 23. Social network
  24. 24. Real life is social network.The most important thing to know aboutsocial networks is that they are not new. www.mrcoincidence.com
  25. 25. Online Offline Colleagues Tokyo friends Friends Family Sport teammatesThe problem is that the social networks we’re creating online don’tmatch the social networks we already have offline. www.mrcoincidence.com
  26. 26. Colleagues Tokyo friends Family Sport teammatesPeople don’t have one group of friends. People have multipleindependent groups of friends. We should start to design formultiple groups. www.mrcoincidence.com
  27. 27. Tokyo friends Parties well Eats well Drinks wellOne friends group means mixed up conversations. Thereforepeople have different types of relationships.A good framework exists around designing for relationships. www.mrcoincidence.com
  28. 28. Relationship
  29. 29. Weak ties Colleagues Tokyo friends Strong ties Family Sport teammatesWe actually have a framework for thinking about, and designing for,our different relationships. For decades, people have spoken aboutstrong and weak ties. www.mrcoincidence.com
  30. 30. ? OK!Strong ties often wield the most influence over people’sdecisions. For example, they are often the biggest factor inpurchase decisions. Think about the last time you consulted afriend on whether to buy something. Chances are, it was quiterecently. www.mrcoincidence.com
  31. 31. 80%Strong ties also dominate phone usage. 80% of phone calls aremade to the same 4 people. www.mrcoincidence.com
  32. 32. 80%80% of Skype calls are made to the same 2 people. www.mrcoincidence.com
  33. 33. A study in the 70’s showed that the majority of phonecalls were to people who live within five miles of thecaller’s home. www.mrcoincidence.com
  34. 34. Strong tiesSo much of our lives revolve around our strong ties, and weneed to think about designing for them as distinct from othertypes of relationships. www.mrcoincidence.com
  35. 35. Weak ties Strong tiesLook at weak ties. Weak ties are people you know, but don’tcare much about. We communicate with weak ties infrequently. www.mrcoincidence.com
  36. 36. Weak ties Strong tiesOur brains can only keep up with a limited number of weak tierelationships. But online communications make it easier toreconnect and catch up with weak ties. www.mrcoincidence.com
  37. 37. Online communication, specially social network, have changedsome aspects of our weak tie relationships. We now have an easyroute to connect to them that didn’t previously exist. In the pastwe would have to meet or phone them to catch up. www.mrcoincidence.com
  38. 38. Temporary ties Weak ties Strong tiesBut strong and weak ties are not enough when we think ofrelationships online. We need a new category of tie, and call it thetemporary tie. www.mrcoincidence.com
  39. 39. Temporary ties Weak ties Strong tiesOnce the task has been completed, temporary ties are unlikely tointeract again. You don’t know these people beyond the oneconversation you had, or the words they typed and whatever onlineprofile they have. Your interaction with them is temporary. www.mrcoincidence.com
  40. 40. With the rise of user generated content online,temporary ties are becoming more important, becoming more commonplace online. www.mrcoincidence.com
  41. 41. As designers, the biggest thing we need to think aboutwhen designing for temporary tie interaction is trust. www.mrcoincidence.com
  42. 42. Temporary ties Weak ties Strong tiesThe eco-system around which we need to design. But you’llprobably never need to design for them all at once, It’s more likely thatyou’ll be designing for one type of tie. Knowing which tie you’redesigning for can really help you prioritize features. www.mrcoincidence.com
  43. 43. Influence and Identity
  44. 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. 45. The problem is that we all have limited access to information, andlimited memory. Because of this, we have learned to rely on othersto help us make decisions. We assume that other people knowthings we don’t. In fact, we do this so often, that we automaticallylook to the actions of others, even when the answer is obvious. www.mrcoincidence.com
  46. 46. Information MemoryThe web will increase our reliance on online communication tomake decisions. The web is increasing the volume of informationavailable to us, but our capacity for memory isn’t changing. So it’slikely that we’ll increasingly turn to others to make decisions. www.mrcoincidence.com
  47. 47. ? We will buy itIf other people are heavily influencing our decisions, and in somecases making the decisions for us, how does this impact what webuy, what sites we visit, how we spend our time? If we want peopleto use our website, it is important that we design in features thatsupport our friends making decisions for us. www.mrcoincidence.com
  48. 48. How people influence each other is complex, and the role of“influentials” in society is over-estimated. It’s not as simple asmany people believe- that there are a small number of veryinfluential people in society www.mrcoincidence.com
  49. 49. If you reach and influence them, they will influence hundreds,thousands and even millions of others. This is the basis for “Thelaw of the few” as described in The Tipping Point. www.mrcoincidence.com
  50. 50. Influential?Influenceable?There may be some individuals who have great influence, but it iswithout doubt that how people influence each others has manyother factors. A key insight is that when we study how peopleinfluence each other, it’s important to focus on the person beinginfluenced as well as the person doing the influencing. www.mrcoincidence.com
  51. 51. There are two primary factors inunderstanding whether someonecan be influenced :What their social network looks like.What they have experienced before. www.mrcoincidence.com
  52. 52. Strong tiesWe’re most influenced by the people around us – in otherwords, our strong ties. However, it is more common for us to beinfluenced by the people we are closest to emotionally – our family,our best friends, and sometimes some of our co-workers. www.mrcoincidence.com
  53. 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.comPhoto credit: http://www.flickr.com/photos/joanna8555/4041537710/
  54. 54. Voting studies from the 40’s showed that when it came to decidingwho to vote for, people were less influenced by the media, andmuch more heavily influenced by members of their family and closefriends. This is also true with buying behavior today. This studymight be 60 – 70 years old, but remember that these behaviors arehard wired into all of us. www.mrcoincidence.com
  55. 55. Temporary tiesMultiple Weak ties Differentindependent relationships Strong tiesgroups High media literacy Very sociableHow can we find and reach influential people? The most importantthing to recognize about their identity, is that people don’t have oneidentity. They must be very sociable, have a high media literacy,are using multiple communication tools. www.mrcoincidence.com
  56. 56. Conclusion
  57. 57. Key fundamentalWe need to understand sociology, not technology.We just need to start with a solid foundation fromwhich to build.1.  User experience2.  Social network3.  Relationship4.  Influence and Identity www.mrcoincidence.com
  58. 58. User experience User Experience Magic Start designing strategy for user experiences. www.mrcoincidence.com
  59. 59. Social network Online Offline Colleagues Tokyo friends Friends Family Sport teammatesReal life is also social network and not new. But the problem is thatthe social networks we’re creating online don’t match the socialnetworks we already have offline. www.mrcoincidence.com
  60. 60. Relationship Temporary ties Weak ties Strong ties Different relationshipsMultipleindependentgroups 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. 61. Influence and Identity Temporary ties Weak ties Strong tiesHigh media literacy Very sociableWe’re most influenced by the people around us, our strong ties.They must be very sociable, have a high media literacy, are usingmultiple communication tools. www.mrcoincidence.com
  62. 62. Quotation and referenceAll things written on this document are based on the presentationPaul Adams, works at Facebook as a researcher, made for IAsummit 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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