CIPR Social Media Conference 2013 - Pete Sigrist


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CIPR Social Media Conference 2013 - Pete Sigrist

  1. 1. The Convenience Tradeoff
  2. 2. Convenience If everyone is busy making everything, how can anyone perfect anything? We start to confuse convenience with joy. Source: Apple by Design, 2013
  3. 3. Convenience
  4. 4. Convenience Convenience such as anytime access and speed of recovery “was by far the best predictor across all information seeking.” Source: Dervin & Reinhard, 2006
  5. 5. The 1970s format wars Sony: Betamax JVC: VHS Quasar: Great Time Machine Philips: Video 2000 Sanyo: V-Cord Quality Price Content Recording time
  6. 6. The 1970s format wars The principle factor in the success of VHS was how many times you would need to change the tape. Source: James Lardner, Fast Forward: Hollywood, the Japanese, and the VCR Wars, 1987
  7. 7. THE SIREN SONG OF CONVENIENCE The age of desire
  8. 8. The age of desire We’re getting close to a science fiction fantasy, where we believe we are entitled to have everything we desire. This is a credo that’s taking over in user interface design. Source:
  9. 9. A Flickr obession A search on Flickr for “desire path” reveals the strange obsession with unplanned paths across lawns and through the snow, revealing routes of maximal convenience.
  10. 10. When convenience is in charge But what happens when convenience is the only factor?
  11. 11. When convenience is in charge Convenience alone leads to design of questionable value. In such cases, the focus has typically been on only one type of convenience, such as time-saving.
  12. 12. Convenience alone leads to dead ends You don’t need anyone to tell you that these inventions are bad. Yet it’s worth considering why. It’s all about affordance.
  13. 13. Taxonomy of convenience Source: Time saving/ buying Effort saving AppropriatenessPortability Accessibility Avoidance of unpleasantness Six categories of convenience (Yale & Venkatesh, 1986) How enjoyable/creative is the time spent? How valuable is the time taken? How much easier is a task, thanks to a product or service? How much does a product or service fit a given need? How much can a product or service stop an activity feeling like a chore? How much a product or service can be used wherever and whenever a consumer wants
  14. 14. Affordance
  15. 15. Affordance The value of a well-designed object is when it has such a rich set of affordances that the people who use it can do things with it that the designer never imagined. Source: Don Norman, 1994
  16. 16. Affordance Source: Watching movies Reading the morning paper Stop-motion videography Long exposure photography Mini-computer Facetime (Hands free)
  17. 17. Mobile affordance • Connection to leisure services • Workplace and productivity enhancements • Connections to friends and colleagues • Notifications and active life management • News and current affairs • Life-enhancing ideas and inspiration • Public safety information • Government and utility services • Self-tracking and performance monitoring • Handiness and comfort A non-complete list of the things a well designed mobile device should afford.
  18. 18. Mobile versus wearable • All of the mobile affordances still apply, but in addition: • Invisible and instantaneous access to information • Audio and physical inputs and outputs • Instant switch between public/network/private states • Secret/subtle relationship with information sources Does changing the context or definition help? What if we talk about personal or wearable computing instead of mobile devices? Do we think of different affordances?
  19. 19. The affordance conclusion We’re going more Not so much Source: Source:
  20. 20. So what?
  21. 21. What does it mean for comms Most communications decisions are still made using the paradigm of: • mass media • brand control • bi-directional relationships
  22. 22. What does it mean for comms We need are entering the age of peer to peer relationships, which means: • information flows fast, free • the public does the talking • communicators need a new language
  23. 23. What it means for comms Skills/knowledge • Techniques for activating peer to peer comms through WOM and social • Data and insights • Development and design • A/B test and learn Impact • Value-based measurement • Culture of risk • Managing with less control • Structured for responsiveness
  24. 24. The journey What is the journey we need to go on as clients and agencies? Learn the language Practice the skills Test and be ready to fail