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,

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communication design philosophy

  1. 1. Thinking of communication designKey fundamental for communication design
  2. 2. Introduction
  3. 3. The consumer communication isundergoing a fundamental change
  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.
  5. 5. Understanding sociability will become a core requirement fordesigning communication.Almost all of us will need to become skilled in interactivecommunication design.
  6. 6. Understand sociology, not technology
  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.
  8. 8. Understanding sociability is complex. Yes it is! But we just need tostart with a solid foundation from which to build.
  9. 9. Key fundamental
  10. 10. 1.  User experience2.  Social network3.  Relationship4.  Influence and Identity
  11. 11. User experience
  12. 12. We do business from the inside out, but it should bethe other way around.
  13. 13. User Experience User Interface Tool Data
  14. 14. User Experience Magic
  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?
  16. 16. Where am I supposed to look? Each element is screaming for attention.
  17. 17. Everything is restricted by the Flash shell, it’s a horrible flashturbation.
  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:
  19. 19. People’s expectations are higher than you expect
  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.
  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.
  22. 22. This understanding enables us todesign things that are meaningfuland valuable to people.So stop designing specifictactics, and start designingstrategy for user experiences.
  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.
  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.
  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.
  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.
  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.
  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.
  31. 31. 80%Strong ties also dominate phone usage. 80% of phone calls aremade to the same 4 people.
  32. 32. 80%80% of Skype calls are made to the same 2 people.
  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.
  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.
  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.
  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.
  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.
  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.
  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.
  40. 40. With the rise of user generated content online,temporary ties are becoming more important, becoming more commonplace online.
  41. 41. As designers, the biggest thing we need to think aboutwhen designing for temporary tie interaction is trust.
  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.
  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.
  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.
  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.
  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.
  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
  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.
  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.
  51. 51. There are two primary factors inunderstanding whether someonecan be influenced :What their social network looks like.What they have experienced before.
  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.
  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:
  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.
  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.
  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
  58. 58. User experience User Experience Magic Start designing strategy for user experiences.
  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.
  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.
  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.
  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