Conversant Design

Editor's Notes

• #2: Conversant Design As technology continues to present new ways to communicate, the elemental truths of good conversation endure. Design is based upon the same principles of communication. Learn how to apply conversational techniques to the design of content, services, and interfaces through fun and collaborative role-play exercises. Apply what you learn in your research, your designs, and your personal and professional growth.
• #3: Before we talk about conversational techniques, let’s consider what makes a “conversation”. ***Would anyone care to venture their definition?
• #4: Different from a lecture in that there is a bidirectional movement of information and feedback
• #5: Conversations can be between individuals or groups
• #6: Conversation can take many forms, from call and response (where affinity is high) to argument or debate (where positions are opposed)
• #7: If the purpose of conversation is to communicate your ideas, then packaging your ideas is part of your preparation. How you package your ideas depends on what you are trying to achieve.
• #8: The nature of education has changed form monologue and transmission to dialogue and discussion. Even when your goal is to educate, you have to leave room for the way others will respond to and challenge your ideas.
• #9: The political arena demonstrates very clearly why it’s not enough just to package your ideas well. To achieve influence, you have to take your message to your audience…even if you’re the President of the United States. And remember, influence doesn’t just mean making a “no” into a “yes”…sometimes it’s making a “yes, this” into a “yes, that”.
• #10: In the previous examples it is assumed that you have a message (if you are the teacher, or the President)… …or that you have a question or issue that you want answered, if you are the student or the voter. But sometimes the whole point of the conversation is to build a relationship. ***Can anyone think of an example from your experience as a designer?
• #11: No matter how well you package your ideas, you still need to adapt to the realities of each conversation. The most important factor in establishing the context of a conversation are the goals, values, expectations, and experiences of the other participants. Getting to know them enables you to tailor your message without compromising its integrity.
• #12: Really, this should read “listen, and ask questions”…because our tendency is to put too much burden on the audience. We ask them to do the work of getting to know them for us. Sometimes they do it, but sometimes they do it badly (they lie), and other times they resent it (they lie on purpose). ***How many have given a fake email address when registering on a website?
• #13: As we collect data, it’s important that we apply intelligence in how it is used. About six years ago, I bought a lot of these. ***What does this tell us?
• #14: Do the words painted on the car windows inspire confidence? It’s because of guys like this that a business like CARFAX exists…and thrives.
• #15: Once you know where everyone stands, and where they are trying to go, you can begin to adapt your plan and try to achieve your goals.
• #16: Find out what you agree about…it may be more than you think…and use this as a foundation for trust.
• #17: This is the basic point in the book “Getting to Yes”…establish the minimum that you are willing to accept in a negotiation, then do everything you can to facilitate the other party’s goals. If this is easy, then you have a sound strategy. If it appears impossible, you may need to recalibrate your objectives, or seek a different audience. ***Can anyone think of an example of a design that does this well? (Progressive insurance, and others)
• #18: If you focus on what you are trying to accomplish and discard your pre-conceived notions about how and why, you leave open the opportunity for innovation.
• #19: Those are the ideas behind how conversation is the foundation of good design. Now let’s see how we put it into practice.
• #20: We’re accustomed to developing detailed, data-driven personas. At least I hope we are. But this is actually too much detail for a role play exercise.
• #21: Instead we just need brief character profiles…and “actors” with some familiarity with how real customers behave. It’s important that they behave like real people, and that there is genuine conversation.
• #22: The value we derive from personas is in how we interpret them. The detail that goes into their specificity mitigates the variations of interpretation from designer to designer. Because role play is observed, there is no variation in the observation. The variation comes in the actor’s portrayal…which is why the one and only rule is that they have to obey the character card. That’s why you need a director. Let’s try a few.
• #23: The elements and capabilities of conversation might be evident in your design. A great way to ensure that is through the use of conversant design methods, especially unscripted role play.
• #24: Thanks!