A human centred model inspired in conversation
This is a proprietary framework created by Julio Gomez to design
strategies* and tactics based on the value that conversation brings to the user.
The elements of this scheme are:
Value Proposition: At the center of this framework is the value proposition.
From the user perspective: What's the value of my business in human terms?
Value Proposition: At the center of this framework is the value proposition.
From the user perspective: What's the value of my business in human terms?
Act: From the business perspective:
What is that story/activity we want the user to get
What is that story/activity we want the user to get
involved or to do? In other words:
What's the job to be done by the user:
I want him/her to connect with some values from my company?
Or I want them to be able to execute a task?
It could be a main goal, a macro or a micro interaction.
This is the starting point for a goal-driven design methodology.
What's the job to be done by the user:
I want him/her to connect with some values from my company?
Or I want them to be able to execute a task?
It could be a main goal, a macro or a micro interaction.
This is the starting point for a goal-driven design methodology.
Influence: From the user perspective:
here the goal is to map how are we going to provoke the expected action
from the user, generating interactions and meaningful conversations
between the platform and the audience.
How the message is build for users to understand what they can achieve or do?
In some cases, but not necessary, we can also identify our desired
platforms to influence (owned, earned, shared or rented).
here the goal is to map how are we going to provoke the expected action
from the user, generating interactions and meaningful conversations
between the platform and the audience.
How the message is build for users to understand what they can achieve or do?
In some cases, but not necessary, we can also identify our desired
platforms to influence (owned, earned, shared or rented).
Listen: What are the reactions from the users? Do they act, abandon
in certain point or give some feedback throgout social or contact
channels?
With qualitative and quantitative listening, the analytics
With qualitative and quantitative listening, the analytics
team compiles personal, behavioral and cultural data. This data is
the foundation to find new insights that yield creative ideas.
Dialogue:
Here we map how to act and react to the conversations and eventually creating a
connection to the platforms as well.
How do we respond to the listening analysis?
How do we respond to incomplete journeys from the users?Is there a strategy in social media to respond different plausible conversations?
Are those tactics connected?
How do we respond to incomplete journeys from the users?Is there a strategy in social media to respond different plausible conversations?
Are those tactics connected?
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*The design strategy should link the business and brand
objectives, the audiences interest and time relevance.
