The Jordan Rules

The standards and trends we tap into today haven’t always been standards; they were once innovative user interfaces. Consider the introduction of windowing, the introduction of a pointing device, to the introduction of mega-menus, breadcrumbs, and reductive filtering - all considered innovative and dangerous. Why did these conventions become so ubiquitous, while other interfaces fell to the wayside? Intuitiveness.

I’m a firm believer that the most intuitive interfaces and user experiences eventually become standard & ubiquitous. If a user can understand your UI within 5 mins of interacting with it, there’s a good chance it’s intuitive enough to catch on.

I’ve been working in the advertising/ marketing field for a while & have a unique perspective on innovation & intuition: Many clients equate intuitive interfaces as being proven, while equating innovative interfaces as being risky. This is a generalization, not all clients (marketers) think that way; some reward innovative thinking with bigger budgets. The clients that consider innovative interfaces as being risky are often misunderstood; they’re often considered difficult, or less appreciative of innovative thinking. This is generally not true. Many risk-adverse clients just want to be assured that an innovative interface will work. Convincing a client that an innovative interface works is just a matter of testing. Even if a client isn’t wiling to fork-up the money to pay for testing, you could consider using a ‘labs’ budget to build & refine a prototype and test it on real users. It’s been my experience that the more innovative a user interface is; the higher the fidelity of the prototype required to sell it will be. Designing for the lazy

Good enough

In a world where excellence is rarely expected, helping a user achieve his goal quickly often out-weighs helping him optimize his decision making process.

Consider: I want to buy the new Clay Shirky book. I type “cognitive surplus” into Google and find the Amazon link. I get the book detail page and read the description. I’m prompted for a quick 1-click checkout. From Amazon’s perspective, they’ve just sold me a book. But from a decision making standpoint, did I get the book that I really wanted? That depends; what if I wanted a book that talked about the linear nature of the majority of content we consume? If my goal was to get the best book on the linear nature of media & content consumption this book might not fulfill my need. The Amazon interface makes affordances to help users find the book they really want, but the functionality required to do an advanced search is hidden to users who don’t want to interact with it.

Completing interactions perceived as being tasks are often expected to be quick and easy. The more complicated the interaction is perceived as being, the more time a user is generally expecting to take to complete it. This means, if you’re an online bookstore, a user is expecting to have near-instant access to a book summary; quick access to a check-out; and would be willing to spend more time on advanced search & comparison shopping.

Additionally, users often expect elegance and functionality to increase proportionately with the perceived complexity of an interaction. This means that an average person would expect to spend more time completing a complicated interaction, but would expect more elegance or functionality than he would with a less complicated interaction.

Time

As I alluded to above, users value their time above almost anything else. Many users would be willing to skip 30% of the content they require if they can complete a task in 1/2 the time.

The fact of the matter is, most people don’t want to optimize their decision making process. They want to satisfy their current need and move on. This time-saving mentality is what the majority of UX architects & strategists have to consider when creating online experiences. An understanding of cognitive sciences can help shed light on how to communicate complicated messages through visual cues, audio cues, text and interactions. This will allow users to skim information without missing portions they perceive as being important.

Instant feedback

Exploration and discovery have been fundamental user behaviours since the beginning of time. Now that we’re interacting in a virtual space, with virtual tools and virtual people, we’ve adapted how we explore and discover things. The fundamental rule of exploration and discovery still holds true however:

If the risk of interaction outweighs the probable reward, don’t interact with it.With the invention of the undo & back buttons, users often feel open to interacting with page elements because the worst perceived outcome is that the user might have to hit a button to return to the page he was just viewing. This obviously isn’t true when it comes to user inputs; when a user has spent significant time entering personal information or customizing an input, the user will be reluctant to navigate away from that page without knowing how to retrieve said information. Also, task completing prompts (i.e. submit, buy, upload) often require a greater understanding of “what will happen” prior to engaging.

Most elements that can be interacted with, have some instant feedback built in. For instance, links within a browser usually change the cursor from an arrow to a pointing hand. This feedback indicates that the text can be clicked on; and a user would generally expect to be taken to a different web page. This type of interaction is often built into page elements (i.e. a hover state) but can be effective as element-based work flows (i.e. a quick-purchase button that asks for confirmation and provides a tracking number).

Confidence

Many users who interact with websites everyday still don’t have enough knowledge to actively explore a content-rich site. Even if the IA of a site was architected exceptionally well, a user lacking confidence could still find it difficult to use. This would likely have to do with perceived risks associated with interacting with extraneous page elements. Understanding this principle is what makes sites like google so popular and user friendly.

Although there are some legitimate examples of malicious activities being carried out by accidentally interacting with page elements, the biggest reason users dislike interacting with elements they’re not confident about, is that it could cost them time. Remember, time savings is at the forefront of many users minds. If interacting with a banner could cause the brewer to crash, it would be better to avoid banners. If scrolling down a page causes my mouse to unintentionally expand a bunch of drop-down lists, it would be better if I didn’t have to.

ConclusionStop being chained to conventions. Lets assume 3 things: 1. You know who your user is. 2. You know what you want your user to do, in a prioritized list. 3. You’ve read this article. With these assumptions, you can start doing something important:

STOP FOLLOWING EVERYONE ELSEThis post represents a foundation of understanding user needs & applying cognitive sciences to user experience. With some of the techniques I’ve talked about, you can think about revolutionizing how users interact with your brand online. Remember, before the introduction of the mouse everyone was interested in optimizing keyboard input.

Final thought - If designing for the lazy allows us to access the masses; lets figure out a way to make the lazy even lazier.

If you liked this, let me know. Comment, or follow me on Twitter - @thejordanrules

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Understanding the basics and user expectations can give you a competative advantage when using Twitter to increase revenue, productivity, or brand recognition.

Twitter works like a public messaging system, where anything you post can be seen by anyone:

Mentions & Replies: You can mention a user by using the @ symbol before a users name. Your message will end up appearing in the users @ stream.

Benefits

• Likely to increase perceived value of relationship between you and the user you’ve mentioned
• Appearing in a users @ stream can help your tweet stand out amongst the rest of the general stream
• The more frequently you mention or reply to users, the more likely users are to interact with you on a personal level
• Mentioning & replying shows users that you understand how to communicate on Twitter

Direct Messages: You can send a private message to a specific user if he follows you.

Benefits

• More likely to be read by the intended user
• Helps develop a more personal relationship
• Helps facilitate private or personal communication

Hash Tags: An easy way to follow an event, thread, or group conversation is to include a hash-tag with a tweet. A hash tag is a word with a # symbol in front of it.

Benefits

• Helps your tweet to be read by users who follow (or search) for your specified hashtag
• Allows users to follow a conversation, thread or event
• Allows users to gain more context around a tweet

Lists: A useful way of segmenting your general stream into subsections is through Twitter’s list feature. You can create multiple lists and add users to them as you see fit. You can also follow other users lists.

Benefits

• Helps users segment and access more relevant streams
• Following lists can show users that you’re interested in a particular subject
• Adding users to lists helps develop a more personal relationship & can increase perceived value of relationship

Background: You can personalize your profile by changing design elements on your page. Adding a background image is a good way to tell users something about yourself.

Benefits

• Can reinforce branding
• Can relay additional information (i.e. additional digital properties, personalities that use the account, etc)
• Can include clickable links with proper software

Avatar: Attached to every tweet you send, your avatar is a quick way for users to identify who’s Tweeting.

Benefits

• Consistency can increase recognition (even available when using 3rd party apps or viewing from a feed)
• Can positively affect reputation and increase respect
• Can show support for causes or affiliations (i.e. Twibbons)
• Can be used to relay information (i.e. email address, name, etc)

User Name: Your user name isn’t just the name attached to each of your tweets; it’s also the URL users type to see your page.

Benefits

• Can reinforce branding
• Can improve memorability
• Can show affiliations (i.e. BillfromDell)

Following: A list of everyone you follow.

Benefits

• Following a user shows that users tweets in your stream
• Shows that you are interested
• Shows that you don’t just use Twitter for broadcasting
• Makes you more approachable
• Allows users to direct message you
• Promotes a closer relationship

Location: Region you live in, or GPS coordinates

Benefits

• Allows users in your region to connect with you
• Important information when users are looking to do business
• Allows users to target tweets for tweet-ups

Bio: A short (160 char) description of yourself.

Benefits

• Allows searchers to link with other users who share similar interests
• Provides a brief history which can improve credibility
• Gives users an idea about who you are (or how you use the Twitter account)

Website: A link that appears on your profile page.

Benefits

• Easy way for users to find out more information about you
• Important way to connect your Twitter account with the rest of your digital properties
• Good for search

Name: The name that will appear on your profile. Good for searching.

Benefits

• Helps users find you
• Helps users connect with you through multiple channels
• Helps with personal branding
• Helps users identify with who they’re communicating with

 

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Learning how to successfully interact with your customers through social media channels can be challenging. It can be especially challenging because it can be hard to know when you’re talking to an individual, a group, or a whole society.

The viral nature of social media suggests that any interaction could jump across groups & become hard to control. The term “going viral” generally refers to a positive outcome from a message posted on social media channel. The term “fire meme” refers to a negative outcome from a message.
With this lack of control, and risk of losing the essence of the message, why would a company agree to participate in social media channels? I think it’s understood that conversations will happen regardless of your participation, but with monitoring, analysis, and participation a company can act like a conversation rudder. It could help steer conversations, and respond to customers.

Anytime your brand, or industry, is mentioned, you have an opportunity to draw users into the top of your conversion funnel.
Understanding the nature of group dynamics can help you optimize how you interact with members of the social media channels you participate in. 8 Models of Group Construction

The Individual

Members: 1
Model: Individual
Caution: The individual model may have an established network built around him. If the individual deems the content of an interaction ‘shareable’ he may relay it to his network.
Successful Interaction: Although public interaction can be successful, generally, the most successful individual interaction is one-on-one private messages.
Examples: Twitter direct messages, e-mail, Linked-in In-Mail

The Clique

Members: 2 - 5
Model: Hub
Caution: The clique is generally comprised of one dominant personality, or hub of communication. Appealing to (or disgusting) the dominant member will likely be most impactful. Note: Invisible-dominance could be held in the clique model. This occurs when a seemingly passive member has substantial influence over the dominant member. (AKA The Puppet-Master)
Successful Interaction: The Clique model can quickly develop group memes. The understanding and use of these memes is important to successful interaction. Cliques are generally wary of inviting new members to join; a better strategy is to position yourself as a guest. Guests generally have the right to interact within a clique for a short (or pre-defined) period of time.
Examples: Guest blogging, Guest commenting

The Group

Members:  9 - 15
Model: Sympathetic
Caution: Sympathetic group dynamics make it easy for member opinions to be adopted by the rest of the group. The benefit of belonging to the group often outweighs disagreeing with the majority. (or even the risk of disagreeing)
Successful Interaction: Listen to the group prior to engaging. Calculating the possibility of the group responding positively to your interaction will give you insight on whether to interact with this group, or move on to the next.
Examples: Observing a Twitter chat prior to participating, Reading blog comments before posting your own

The Lattice

Members:  9 - 15
Model: Semi-Disconnected
Caution: The lattice is a group that doesn’t have strong connections between all members. This structure  can cause miscommunication between sections of the lattice. Much of the information within a lattice gets spread as second-hand information.
Successful Interaction: Following the spread of your message can help you correct any incidences of ‘broken telephone’. An often successful method of following & correcting message integrity is to comment or thank users who contribute to spreading your message.
Examples: Twitter hashtags, Backtype, SM monitoring software

The Class

Members:  15 - 50
Model: Tired (classes grouped together w/ mentorship)
Caution: Classes are hierarchical in nature; effort is required to enter higher classes. Interacting with a class above the class you belong poses the risk of being ignored or receiving negative attention.
Successful Interaction: Understanding the hierarchical structure of the class you want to interact with will allow you to plan how to gain acceptance into that class. Ideally, and invitation or introduction will take place to promote your social equity.
Examples: Re-Tweets from influential members of a class, an linked-in recommendation from an influential co-worker or client.

The Tribe

Members:  50 - 150
Model: Common ideology
Caution: Tribes are often comprised of several smaller group organizations held together by some ideological thread. This can cause radically different points of view on given subjects. Appealing to the common ideology can spark passionate polarization.
Successful Interaction: Offering logical reasoning for tribe approval is a safe way of retrieving feedback without alienating parts of the tribe. Acting as the conversation moderator can help elevate your reputation as an authority of a subject.
Examples: Facilitating a Twitter chat, Opening a Linked-in Group

The Community

Members:  50 – 550+
Model: Common Proximity, Many Ideologies
Caution: The size & nature of a community may require a greater frequency & consistency of  messaging. Opposing views will be common, however passionate community members will often adopt the roll of moderator. An influential group within a community poses the greatest risk of a fire meme.
Successful Interaction: Community mapping & ethnography can help derive insights on the most effective interaction techniques. Monitoring software & work-flow management may help with community management. Understanding how to interact and nurture different tribes, classes, and groups within a community is important. Communities can become irrelevant or inactive when sub-groups are not given the opportunity to be expressive.
Examples: The Dell Community, The Kiva Community

The Society

Members:  2500+
Model: Common heritage
Caution: A society often includes a passionate community surrounded by decreasingly passionate society members. Focusing your interaction on the passionate community could alienate the long-tail of less passionate members.
Successful Interaction: A multi-pronged communication strategy (or SCRM strategy) is generally required for the most effective interaction with a society. This would allow you to customize messaging (and frequency of messaging) for the passionate & the less passionate. Conversation support & facilitation is required in a greater degree when interacting with a society. This is best accomplished with a group of individuals & social monitoring, workflow, and analysis software.
Examples: Best Buy Twelp Force, CNN, The Obama Campaign

Understanding this framework of social group dynamics can assist you to craft your social media strategy, response assessment guidelines, engagement activities, and digital communication strategy.

If you found this post useful, or if you have any comments; I encourage you to post them or Tweet them. You can follow my thoughts here: @thejordanrules

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I’ve recently been talking to some of my friends & clients about the value of integration of social media efforts with online marketing efforts.

The big underlying question: How should my website integrate content from my social media properties?

HERE ARE A FEW OPTIONS

1. Bi-directional hub & spoke model

Benefits: 2 way syndication and a well thought tagging taxonomy allows much of your social media content to be syndicated in relevant places on your website (and vice-versa) without much work.

Draw Backs: Some content, out of context, can be misinterpreted; especially network specific memes. Syndication can add a barrier to sharability & the organic viral nature of certain social media channels.

2. Multidirectional hub & spoke model

Benefits: All the benefits of #1 plus allows conversations to exist across social media properties regardless of which property a given user belongs to. (Note: certain channels like Twitter & Facebook are easier to integrate in this way than others.)

Draw Backs: A unified tracking system that ties conversations back to specific users is much harder to set up. (Also all the drawbacks of #1)

3. Clustered honeycomb model

Benefits: Allows for additional segmentation of content. This is a huge benefit in an age of information overload. Having multiple streams of content, dedicated to specific user-groups allows users to get the content they want, and avoid the content they don’t. This type of segmentation will help identify potential brand advocates.

Draw Backs: More upfront content strategy planning will be required. A valuable amount of content will need to be created for each segment. Additional effort will be required by community managers to ensure easy cross-channel communications between segments.

4. Dandelion hub & spoke shared community model

Benefits: All the benefits of #2, but monopolizes on the power of cross-channel influencers to introduce content across multiple channels. This means influencers will help to ensure proper memes are maintained, & sharability is intact. Influencers will also lend an enhanced level of trust to content.

Draw Backs: This places significant power on influencers & could backfire if negative information is discovered. (example: Nissan Cube) Requires a more advanced monitoring system to ensure message integrity is intact.

5. Selective multichannel conversation monitoring/publishing model

Benefits: All the benefits of #4 but doesn’t rely on influencers to introduce content. This method would still rely on cross channel influencers to spread content within a specific channel, but would use a re-publishing meme to spread the content across other channels.

Draw Backs: An enhanced monitoring & workflow management tool is required (M). Additional effort from community managers will be required. If influencers aren’t able to add additional value to produced content, re-publication will not be possible; additional effort will be required during content strategy planning.

I was able to use each of these models in different ways to help different companies who were struggling with the big question (How should my website integrate content from my social media properties?).

You should consider company/ brand structure, time/ budget investment, social media strategy, content strategy, and available tools. If you have any questions on which model would work best for your company/ brand - don’t hesitate to ask. If you can think of additional integration models, I encourage you to post a response.

Follow me here - @thejordanrules

For vector (AI) file with these models for editing, you can download it as a zip file here: download

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