{"id":13289,"date":"2023-12-20T12:20:41","date_gmt":"2023-12-20T10:20:41","guid":{"rendered":"https:\/\/now-branding.co.il\/?p=13289"},"modified":"2024-02-18T13:08:46","modified_gmt":"2024-02-18T11:08:46","slug":"lets-talk-ux-designing-using-conversations-as-templates","status":"publish","type":"post","link":"https:\/\/now-branding.co.il\/articles\/lets-talk-ux-designing-using-conversations-as-templates\/","title":{"rendered":"Let&#8217;s Talk UX &#8211; Designing using Conversations as Templates"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"13289\" class=\"elementor elementor-13289\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-f0ebf38 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"f0ebf38\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-274c766\" data-id=\"274c766\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-7db2db7 elementor-widget__width-initial elementor-widget elementor-widget-text-editor\" data-id=\"7db2db7\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.14.0 - 26-06-2023 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p><strong>\u201cWhat\u2019s the deal with this thing?\u201d<\/strong><br \/><strong>\u201cIt\u2019s telling me to press this button\u201d<\/strong><br \/><strong>\u201cI think it hates me\u201d<\/strong><br \/><strong>\u201cCome see what it wants from me\u201d<\/strong><\/p><p>Why do we treat digital interfaces like they\u2019re sentient beings who are communicating with us knowingly and emotionally? Because our brain is trying to reserve energy, and therefore puts everything into known templates. This is a process known as \u2018Predictive Coding\u2019. Magicians, stand up comics and crooks all take advantage of it (cutting it off at just the right moment) to catch us by surprise.<\/p><p>The \u2018Conversation\u2019 thinking template is one of the oldest and most familiar ones to our brain, which is why it\u2019s easy to take an interaction between a machine and a human and insert it into it. This template comes with the assumption that the entity we\u2019re communicating with is sentient. We humanize it (humanizing has other characteristics, such as distribution of responsibilities, the structuring of logic, the feeling of participation etc\u2019).<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-69a8d1c elementor-widget elementor-widget-heading\" data-id=\"69a8d1c\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.14.0 - 26-06-2023 *\/\n.elementor-heading-title{padding:0;margin:0;line-height:1}.elementor-widget-heading .elementor-heading-title[class*=elementor-size-]>a{color:inherit;font-size:inherit;line-height:inherit}.elementor-widget-heading .elementor-heading-title.elementor-size-small{font-size:15px}.elementor-widget-heading .elementor-heading-title.elementor-size-medium{font-size:19px}.elementor-widget-heading .elementor-heading-title.elementor-size-large{font-size:29px}.elementor-widget-heading .elementor-heading-title.elementor-size-xl{font-size:39px}.elementor-widget-heading .elementor-heading-title.elementor-size-xxl{font-size:59px}<\/style><h2 class=\"elementor-heading-title elementor-size-default\">So what is this tangent for?\n<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ed3900e elementor-widget elementor-widget-text-editor\" data-id=\"ed3900e\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>[I summarized this subject quite a bit, but it is truly a fascinating topic to delve into, so if you\u2019re curious to read more about it, I left a list of recommendations for you at the end of the article]<br \/>If our brain interprets these sorts of interactions as conversations, then why shouldn\u2019t we design our digital tools accordingly? To be clear, I\u2019m not suggesting that you should design pages with sections upon sections of text, or that you should create websites that look like chat logs. What I\u2019m suggesting is that we should plan usage processes that support the conversation template. In websites that would most likely be conversations of persuasion or sales, and in digital tools the conversation would be about cooperation and offering some form of service.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-da02fdd elementor-widget elementor-widget-heading\" data-id=\"da02fdd\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">So what is a conversation?\n<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-99037a6 elementor-widget elementor-widget-text-editor\" data-id=\"99037a6\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>There are plenty of conversation types. After all, we don\u2019t behave the same way in a conversation with a good friend that we see everyday as we do in a conversation with a representative of a rigid bureaucratic establishment, or with a sales representative of a product we aren\u2019t sure we want to purchase.<\/p><p>But they all share the same base assumptions:<\/p><ul><li>A conversation has a goal.<\/li><li>It has a beginning and an end <br \/>[introduction, middle section and a conclusion].<\/li><li>Both sides react and reply to whatever the other side is saying and stay faithful to the subject of the conversation, although sometimes a conversation may veer off track.<\/li><li>The conversation is influenced by what\u2019s being said, and what isn\u2019t being said (body language, tone of voice etc\u2019).<\/li><\/ul>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5547b97 elementor-widget elementor-widget-heading\" data-id=\"5547b97\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Ok, so what do we do with all this information now?\n<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7bb1e63 elementor-widget elementor-widget-text-editor\" data-id=\"7bb1e63\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">We plan.<\/span><\/p><p><span style=\"font-weight: 400;\">There are three variables involved in this conversation &#8211; <\/span><span style=\"text-decoration: underline;\"><span style=\"font-weight: 400;\">the user, ourselves, and the platform<\/span><\/span><span style=\"font-weight: 400;\">.<\/span><\/p><p><span style=\"font-weight: 400;\">We need to understand each of them as much as we can, so that we can plan out the conversation in an optimal way.<\/span><\/p><p><span style=\"font-weight: 400;\">I know that many spiritual schools of thought want you to \u2018know yourself before knowing others\u2019, but this time we\u2019re going to get to know who\u2019s standing in front of us, <\/span><span style=\"font-weight: 400;\"><span style=\"text-decoration: underline;\">who we are speaking with<\/span>. <\/span><span style=\"font-weight: 400;\">Here are some questions that we can ask to help us figure that out:<\/span><\/p><ol><li><b>In what sort of state is the person in when they reach out to us?\u00a0<\/b><span style=\"font-weight: 400;\">Are they alone? What is the time of day? What stage of deliberation are they on concerning the subject that they reached out to us about?<\/span><\/li><li><b>Does the person have a lot of time?\u00a0<\/b><span style=\"font-weight: 400;\">True, this is relative, but relative to the process the conversation is about &#8211; are they pressed for time or do we have the option to expand and elaborate?<\/span><\/li><li><b>What do they know about us or the subject?\u00a0<\/b><span style=\"font-weight: 400;\">Can we forgo explaining the basics? How professional or personal does our language need to be so they can understand us best?<\/span><\/li><li><b>What are they expecting out of this interaction?\u00a0<\/b><span style=\"font-weight: 400;\">Are they interested in knowledge, a product, or a service? Are they just browsing?<\/span><\/li><li><b>What is the nature of the relationship between us and the user?\u00a0<\/b><span style=\"font-weight: 400;\">Are they an old customer, or someone who has just learned about us?<\/span><\/li><li><b>What made the user start a conversation with us?\u00a0<\/b><span style=\"font-weight: 400;\">What is the thing that happened that made the user initiate the conversation? In most cases it\u2019s a problem, but sometimes it can be curiosity as well.<\/span><\/li><\/ol><p><span style=\"font-weight: 400;\">Now that we understand the other side, let\u2019s see what <\/span><b>we<\/b><span style=\"font-weight: 400;\"> can bring to the conversation, and just as important &#8211; what we want to get out of it.<\/span><\/p><ol><li><b>What do we want to leave this conversation with?\u00a0<\/b><span style=\"font-weight: 400;\">It\u2019s true we can be complex and have many things that we want, but let\u2019s try to stick to this specific conversation. Are we hoping to get a sale? To get a lead? Shares? Awareness? To change someone\u2019s mind?\u00a0<\/span><\/li><li><b>What should we share about ourselves?\u00a0<\/b><span style=\"font-weight: 400;\">Which of the things we could say about ourselves should we choose to share? We could share everything, but that will most likely deter and bore our conversation partner.<\/span><\/li><li><b>How should we present ourselves?\u00a0<\/b><span style=\"font-weight: 400;\">The \u2018how\u2019 is just as important as the \u2018what\u2019. What sort of persona should we choose? We do this all the time in real life as well &#8211; we behave differently when we\u2019re talking with a client, a good friend, a stranger or our mother.<\/span><\/li><\/ol><p><span style=\"font-weight: 400;\">Now, after we\u2019ve decided who we\u2019re conversing with and how, it\u2019s time to find the fitting <\/span><span style=\"font-weight: 400;\"><span style=\"text-decoration: underline;\">technology<\/span> <\/span><span style=\"font-weight: 400;\">for the kind of conversation that we want to have. These days, the number of options we have and the platforms we can choose from is huge and growing bigger with every passing day.<\/span><\/p><p><span style=\"font-weight: 400;\">Here are some guidelines that will help us avoid getting lost:<\/span><\/p><ol><li><b>Be where your users are<\/b><span style=\"font-weight: 400;\">.\u00a0<\/span><span style=\"font-weight: 400;\">It isn\u2019t advisable to try to get your users to change their habits in any meaningful capacity, or force them to learn a new language so that they can initiate a conversation with you. Instead, think about platforms they are familiar with and know their way around. The most common mistake is focusing on desktop, when the majority of the audience comes from mobile. This isn\u2019t just about the screen size, it\u2019s a different conversation entirely.\u00a0<\/span><span style=\"font-weight: 400;\">Don\u2019t take this as me saying that you shouldn\u2019t try to innovate, all I\u2019m saying is that you need certain a base criteria to succeed in that (an audience that isn\u2019t afraid of changes, a company with a very well established brand etc\u2019).<\/span><\/li><li><b>And more than anything else &#8211; meet your users as fast as you can.\u00a0<\/b><span style=\"font-weight: 400;\">Don\u2019t waste time and resources developing something highly complex, just to find out later that the market doesn&#8217;t have a need for it. You can always improve on things as you work, and it\u2019s much better to keep an eye on the direction that the market is taking and take a similar approach.<\/span><\/li><\/ol><p><span style=\"font-weight: 400;\">Another possibility is to involve real users in the process of examining different solutions, and not waiting for the finished product to find out if things work in an optimal way.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-aff819a elementor-widget elementor-widget-heading\" data-id=\"aff819a\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">In a nutshell\n<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-56331de elementor-widget elementor-widget-text-editor\" data-id=\"56331de\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>If you think of digital interactions (<a href=\"https:\/\/now-branding.co.il\/ux-ui\/\" target=\"_blank\" rel=\"noopener\">user experience<\/a>) as conversations you can come to them more prepared.<br \/>This template is very familiar to us, and it doesn\u2019t require much effort (in most cases). Get help from people who are more experienced than you for the type of conversations you want to have (Sales representatives for sales conversations, engineers for characterization conversations etc\u2019).<br \/>A simple, fun way to practice this before talking to any real users is roleplay. Sit with someone and have the conversation you\u2019d like to have with them. One will play the interface and one will play the user.<br \/>If you need any help with that, <a href=\"https:\/\/now-branding.co.il\" target=\"_blank\" rel=\"noopener\">we\u2019re here<\/a> &#8211; and we\u2019d love to join in on the conversation ;).<\/p><h3><b>For further reading<\/b><\/h3><p><a href=\"https:\/\/www.amazon.com\/What-Your-Customer-Wants-Cant-ebook\/dp\/B091V3YDHQ\"><span style=\"font-weight: 400;\">https:\/\/www.amazon.com\/What-Your-Customer-Wants-Cant-ebook\/dp\/B091V3YDHQ<\/span><\/a><\/p><p><a href=\"https:\/\/www.amazon.com\/Man-Who-Lied-His-Laptop\/dp\/1617230049\"><span style=\"font-weight: 400;\">https:\/\/www.amazon.com\/Man-Who-Lied-His-Laptop\/dp\/1617230049<\/span><\/a><\/p><p><a href=\"https:\/\/www.microcopy.co.il\/post\/user-centered-copy\"><span style=\"font-weight: 400;\">https:\/\/www.microcopy.co.il\/post\/user-centered-copy<\/span><\/a><\/p><p><a href=\"https:\/\/www.microcopy.co.il\/post\/how-to-vat\"><span style=\"font-weight: 400;\">https:\/\/www.microcopy.co.il\/post\/how-to-vat<\/span><\/a><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Why do we treat digital interfaces like they\u2019re sentient beings who are communicating with us knowingly and emotionally? Because our brain is trying to reserve energy, and therefore puts everything into known templates.<\/p>\n","protected":false},"author":3,"featured_media":13295,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[30,8],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Let&#039;s Talk UX - Designing using Conversations as Templates | Now Branding<\/title>\n<meta name=\"description\" content=\"If you think of digital interactions as conversations you can come to them more prepared.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/now-branding.co.il\/articles\/digital\/must-have-digital-marketing-tools-to-boost-efficiency\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Let&#039;s Talk UX - Designing using Conversations as Templates\" \/>\n<meta property=\"og:description\" content=\"If you think of digital interactions as conversations you can come to them more prepared.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/now-branding.co.il\/articles\/digital\/must-have-digital-marketing-tools-to-boost-efficiency\/\" \/>\n<meta property=\"og:site_name\" content=\"Now Branding\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/nowbranding\/\" \/>\n<meta property=\"article:published_time\" content=\"2023-12-20T10:20:41+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-02-18T11:08:46+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/now-branding.co.il\/app\/uploads\/Lets-talk-ux-1.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1920\" \/>\n\t<meta property=\"og:image:height\" content=\"700\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"nwe-editor\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/now-branding.co.il\/app\/uploads\/Lets-talk-ux-1.png\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"nwe-editor\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":[\"Article\",\"BlogPosting\"],\"@id\":\"https:\/\/now-branding.co.il\/articles\/digital\/must-have-digital-marketing-tools-to-boost-efficiency\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/now-branding.co.il\/articles\/lets-talk-ux-designing-using-conversations-as-templates\/\"},\"author\":{\"name\":\"nwe-editor\",\"@id\":\"https:\/\/now-branding.co.il\/#\/schema\/person\/ce0822a6eed53fa8d853cae8e041562b\"},\"headline\":\"Let&#8217;s Talk UX &#8211; 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