Emerging Media's Impact on the Customer Experience
The Value of Visual Thinking in Social Business
1. The Value of Getting Visual
In Social Business blogworld 2009
David Armano
Principal, Dachis Group
dachisgroup.com
@dachisgroup
2. ® 2009 Dachis Group. Confidential and Proprietary
“Tell me and Iʼll forget; show me and I may
remember; involve me and Iʼll understand.”
~ Chinese proverb
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Iʼm standing here talking to you not
because of these (words), but because
of this...
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The Value of Visual Thinking in Social Business | Date October 16, 2009
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and this...
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The Value of Visual Thinking in Social Business | Date October 16, 2009
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and even this...
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The Value of Visual Thinking in Social Business | Date October 16, 2009
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People find these (visuals) valuable.
Theyʼve been the catalyst behind some
pretty interesting numbers.
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The Value of Visual Thinking in Social Business | Date October 16, 2009
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Nearly 17k Raised. Over 12k in 24 hours.
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Iʼve also been asked to write a book or
two. But right now Iʼm too busy doing this.
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The Value of Visual Thinking in Social Business | Date October 16, 2009
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Social business design
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Letʼs take a step back.
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Which of your 5 senses
would you fear losing most?
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The eyes are not responsible
when the mind does the seeing.
~Publilius Syrus
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this is art
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The Value of Visual Thinking in Social Business | Date October 16, 2009
this is design
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The Value of Visual Thinking in Social Business | Date October 16, 2009
this is simplicity
Source: Picol (History of the internet) 18
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The Value of Visual Thinking in Social Business | Date October 16, 2009
this is how you get there.
Source: Dave Gray 19
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A picture is worth a
thousand words is a
saying/cliche that refers to the
idea that complex stories can be
described with just a single still
image, or that an image may be
more influential than a
substantial amount of text.
~wikipedia
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Getting Visual In
4 “M”s
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The Value of Visual Thinking in Social Business | Date October 16, 2009
Source: Information Architects (2007)
metaphor
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The Value of Visual Thinking in Social Business | Date October 16, 2009
Source: Stephen P. Anderson
model
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The Value of Visual Thinking in Social Business | Date October 16, 2009
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Foundation
USEFUL
serves purpose
satisfies needs
practical
functional
helpful
effective
USABLE
intuitive
easy
seamless
accessible
efficient
DESIRABLE
enjoyable
pleasurable
delightful
memorable
differentiated
SUSTAINABLE
scalable
maintainable
adaptive
pliable
BUSINESS OPTIMIZATION
INTERNAL CONSTITUENT COLLABORATION
EXTERNAL CUSTOMER PARTICIPATION
The Basics
(often broken)
SOCIAL
shareable
open
distributed
dynamic
collective
Natural
Progression
(toward social
experiences)
social experience
(metaphor & model)
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The Value of Visual Thinking in Social Business | Date October 16, 2009
Source: Dan Roam
mindmap
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The Value of Visual Thinking in Social Business | Date October 16, 2009
manifest
you are here
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6Steps To
Getting Visual
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The Value of Visual Thinking in Social Business | Date October 16, 2009
1. Empathize: See the world as a child
Observe
Notice the little things that
others miss
Ask
Ask questions,
even silly ones
Explore
Entertain your curiosity
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The Value of Visual Thinking in Social Business | Date October 16, 2009
2. Memorize: Commit thoughts to memory
Dave Gray
(Can Draw)
Me
(Can’t Draw) 29
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The Value of Visual Thinking in Social Business | Date October 16, 2009
3. Analyze: Take a step back
you
your subject
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The Value of Visual Thinking in Social Business | Date October 16, 2009
4. Synthesize: Filter signal from noise
input
synthesis
output
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The Value of Visual Thinking in Social Business | Date October 16, 2009
5. Visualize: See it, then do it
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The Value of Visual Thinking in Social Business | Date October 16, 2009
6. Materialize: make it tangible, make it stick
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Example: How do you visualize a
“dynamic signal”?
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The Value of Visual Thinking in Social Business | Date October 16, 2009
Twitter = streams of data (streams, too obvious to overlook)
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image uploaded to Flickr by Rob Shenk
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The Value of Visual Thinking in Social Business | Date October 16, 2009
What does a signal look like? (ask google)
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The Value of Visual Thinking in Social Business | Date October 16, 2009
Memorize: Signals, streams, how can they translate?
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The Value of Visual Thinking in Social Business | Date October 16, 2009
Visualize: signals along the stream, flowing dynamically
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The Value of Visual Thinking in Social Business | Date October 16, 2009
Making it stick: Keeping it simple
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® 2009 Dachis Group.
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How about “hiveminded?”
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The Value of Visual Thinking in Social Business | Date October 16, 2009
Hivemind: what makes a hive?
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The Value of Visual Thinking in Social Business | Date October 16, 2009
Hivemind: what makes a hive?
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The Value of Visual Thinking in Social Business | Date October 16, 2009
Hivemind: what makes a hive?
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The Value of Visual Thinking in Social Business | Date October 16, 2009
Hivemind: what makes a hive?
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The Value of Visual Thinking in Social Business | Date October 16, 2009
Hivemind: what makes a hive?
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The Value of Visual Thinking in Social Business | Date October 16, 2009
Hivemind: what makes a hive(mind)?
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The Value of Visual Thinking in Social Business | Date October 16, 2009
Hivemind: what makes a hive(mind)?
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® 2009 Dachis Group.
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The “wrong” question:
“what software do you use”?
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The Value of Visual Thinking in Social Business | Date October 16, 2009
The answer wonʼt help you as much as you think
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The Value of Visual Thinking in Social Business | Date October 16, 2009
Execution matters but the thinking matters even more
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The Value of Visual Thinking in Social Business | Date October 16, 2009
How we got there:
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+ +
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The Value of Visual Thinking in Social Business | Date October 16, 2009
The bar is rising...
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The Value of Visual Thinking in Social Business | Date October 16, 2009
This stuff really works
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131897 views, 209 favs, 472 embeds (one month)
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The Value of Visual Thinking in Social Business | Date October 16, 2009
+
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A checklist for making your content more visual
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The Value of Visual Thinking in Social Business | Date October 16, 2009
Gets peopleʼs attention quickly
Helps us to learn faster + more effectively
Lets people do their own thinking
Helps us tell stories
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Why your content should be visual
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The Value of Visual Thinking in Social Business | Date October 16, 2009
tufte gray
roam krug
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Where to start
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The Value of Visual Thinking in Social Business | Date October 16, 2009
And a word of advice
can’t do this
without this
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58. The Value of Getting Visual
In Social Business blogworld 2009
David Armano
Principal, Dachis Group
dachisgroup.com
@dachisgroup