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Communicating Change

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Stop me if you've heard this one:

Q: What did the developer say to the users in the changelog?
A: Minor bug fixes and enhancements.

Whoops, sorry, that's not a joke. It is unfortunately common, though. Far too often, changes in software and websites are communicated to users with a cavalier attitude — if it all. This talk explores why it's important to communicate clearly about change, why we often don't, and how to do it better.

It covers a three-step framework for communicating about change with users and customers. There are also three advanced techniques to ease user concerns—and even turn them to your advantage—during substantial or controversial changes to your sites, apps, and services.

This talk draws on my experience as a content strategist and digital marketer, along with inspiration from my personal collection of hundreds of screenshots taking obsessively since 2012 nearly every time an app or service I used announced some sort of change.

Published in: Marketing, Design
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Communicating Change

  1. Communicating Change Speaker Scott Kubie (@scottkubie) Hashtag #commchange
  2. Who’s working on something that will never change? #commchange
  3. Change is a feature. #commchange
  4. Communicating change aids user success. #commchange
  5. “We’re making it better.” #commchange
  6. “We’re making it better.” “We’re making it better.” Not an excuse. #commchange
  7. Even things that are broken or complicated become things some customers want to protect from change because they’re familiar with the intricacies of how those things work. Jason Fried:
  8. Software is often updated without a user’s consent or awareness. #commchange
  9. JND #commchange
  10. RTFM? #commchange
  11. WTFM. #commchange
  12. ⌘+C ⌘+V
  13. Consider describing specific bug fixes. If a new version of your application contains bug fixes that customers have been waiting for, it can be a good idea to mention this in your description. iOS HIG:
  14. How do great teams communicate about change? #commchange
  15. Communicate: 1. In advance #commchange
  16. Communicate: 1. In advance 2. In context #commchange
  17. Communicate: 1. In advance 2. In context 3. In perpetuity #commchange
  18. In advance: Communicate change early and often. #commchange
  19. 51 comments
  20. In context: Communicate change within your interface. #commchange
  21. Photo: redninja24 on Reddit #commchange
  22. #commchange
  23. In perpetuity: Document change for the long-haul. #commchange
  24. Communicate: 1. In advance 2. In context 3. In perpetuity #commchange
  25. Bonus tip: be human.
  26. Bonus tip: be human.
  27. Bonus tip: be human.
  28. Stepping it up: 1. Cross-channel #commchange
  29. Stepping it up: 1. Cross-channel 2. Choice #commchange
  30. Stepping it up: 1. Cross-channel 2. Choice 3. Community #commchange
  31. Cross channels: Communicate change where your users are. #commchange
  32. #commchange
  33. Pick a channel...or two...or three... ! Twitter Tumblr Facebook Reddit Tech Blogs User Voice Get Satisfaction ZenDesk Google Groups Mailing Lists
  34. Choice: Let users choose change...or at least feel like they’re choosing. #commchange
  35. Community: Make people part of the process. ! They’ll communicate for you. #commchange
  36. #commchange
  37. #commchange
  38. Stepping it up: 1. Cross-channel 2. Choice 3. Community #commchange
  39. Communicating change aids user success. #commchange
  40. Change is a feature. #commchange

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