Designing Humanity into Your Products
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The document discusses how to humanize technology by giving products a voice that allows for connection with customers. It suggests using an informal, conversational tone in writing rather than formal language. Examples are given of companies like Woot and Google that use humor, sarcasm and an instructor-like voice in their messaging. The key is writing as one speaks and relaxing to communicate on a human level in a way that customers can relate to.
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Designing Humanity into Your Products
- 1. Designing Humanity into Your Products Bill DeRouchey Ziba Design From Business to Buttons June 12, 2009
- 2. Humanity?
- 3. Humanity is how we connect and communicate.
- 4. The context has changed.
- 7. Connection is between people.
- 8. Connection is a 1:1 thing.
- 9. flickr: soylentgreen23 flickr: botunda Thatʼs hard for a corporation.
- 10. Companies are formal, faceless.
- 11. Formality is the problem.
- 13. Formality is from power & fear.
- 15. But a real voice wakes you up.
- 16. But a real voice wakes you up.
- 17. We need to take a risk and be informal, because...
- 19. Stepping forward creates slack.
- 20. We need to be human.
- 21. So, how do we humanize technology?
- 31. How can you love a machine?
- 32. Give it a true voice...
- 33. that people can connect with.
- 34. Show customers that real people are behind our products.
- 35. Example: woot!
- 37. Honestly cheesy.
- 38. “And a dumb product description” Honestly cheesy.
- 39. “And a dumb product “First Sucker” description” Honestly cheesy.
- 41. “Just click this big green button.” Celebrate the obvious.
- 42. Even sarcastic.
- 43. “Donʼt worry, this wonʼt hurt much. Even sarcastic.
- 44. “Donʼt worry, this wonʼt hurt much. “We know how badly you type.” Even sarcastic.
- 45. Focus on what may be the most underutilized elements in design.
- 46. Words
- 47. Words Writing
- 49. Words Writing Personality Voice
- 50. Trends in Voice.
- 51. I know you aren’t familiar with this thing, Instructor voice.
- 52. ...so I’ll guide you through the process. Instructor voice.
- 54. I know you aren’t familiar with this thing, Engineer voice.
- 55. ...so I’ll describe to you what’s happening, as I understand it. Engineer voice.
- 56. Engineer voice.
- 57. “This operation may take a few minutes.” Engineer voice.
- 58. Engineer voice.
- 59. “The username or password you entered is incorrect.” Engineer voice.
- 60. I know you ARE familiar with this thing, Peer voice.
- 61. ...so I’ll try not to bore you... Peer voice.
- 62. ...by having fun with the boring elements. Peer voice.
- 63. “We know how badly you type.” Peer voice.
- 64. Peer voice.
- 65. Peer voice.
- 66. Peer voice.
- 67. Peer voice.
- 68. Serious topic: direct language.
- 69. “They spoke my language.”
- 71. Form evolves after function.
- 72. Form evolves after function.
- 73. Form evolves after function.
- 76. Stuff happens.
- 78. Machine voice.
- 79. “This operation may take a few minutes.” Machine voice.
- 80. Human voice.
- 81. “Just a sec.” Human voice.
- 82. Google
- 83. “We know this is tooootally lame.” Google
- 84. Google
- 85. “Hooray, no spam here!” Google
- 86. TurboTax
- 87. “Was convicted of possessing or distributing a controlled substance” TurboTax
- 88. “(yes, the IRS made us ask it)” TurboTax
- 89. BrightKite
- 90. Flickr.
- 92. The magical fail whale.
- 93. The magical fail whale.
- 94. The magical fail whale.
- 95. Example: MOO
- 96. MOO
- 97. MOO
- 99. “Iʼm little MOO, the bit of software that will be managing your order with us.” Confirming my order.
- 100. “Iʼm little MOO, the bit of software that will be managing your order with us.” “Little MOO, Print Robot.” Confirming my order.
- 101. “How very exciting.”
- 102. “Open them, quick!”
- 103. “Yay!”
- 104. Some final words.
- 105. Get the best writer you can afford.
- 106. Donʼt talk AT people. Talk TO them as peers.
- 107. Write as you speak.
- 108. Write as you speak. Speak as you write.
- 109. Relax. Be human.
- 110. Relax. Be human. Bill DeRouchey @billder Ziba Design bill.derouchey@gmail.com www.pushclicktouch.com From Business to Buttons June 12, 2009