There are seven words that make my heart sink these days more than any others. No, they’re not “high heels are bad for you: fact”, or “there is no chocolate left for you”, but: “then people can upload their own versions”.
Of course they can. But why on earth would they?
The assumption-without careful consideration of motivation, incentive and user experience-that users are desperate to upload their own content is the new “let’s do a viral”. Yes, some great pieces of film are much parodied, painstakingly re-edited and lovingly mocked-the Downfall parodies series, for example, is a gift that just keeps on giving. But these examples are few and far between, requiring a depth of involvement, from a committed and talented fanbase, that few brands can command. We used to believe that if we built it, they would come. Now, all too often, we believe that if we build it, they will build another one….
There have been some excellent provocations recently about lazy (or over ambitious) participation. Agent provocateur Tim Malbon penned an inimitable rant about “the pointless participatory experience”. My erstwhile partner in crime Mel Exon wrote an excellent and characteristically nuanced piece about “The Power and Perils of Participation” and my esteemed colleague Mr Oliver Egan took it all on the chin, and promised to do better.
So, as ever when putting pen to…screen…I ask myself: what do I have to add? My perspective is simply this: that, as Oliver points out, when it comes to designing participative experiences, we don’t actually have a choice. No-one on the planet needs any more evidence that the brand monologue is over and that communications that fail to deliver real utility or real entertainment are doomed. Yes, in the immediate term, there are still some occasions where we can let the consumer sit it out. Chrysler’s Superbowl ode to Detroit, for example, seemed to work pretty hard as a solo. But their days are numbered, even if we only want users to participate so far as to share a piece of brand content. (As this excellent Trendstream report notes, almost 30% of video consumed is recommended by friends).
If our choices, then, are participation or irrelevance, then we had better, collectively, get better at designing for participation. Perhaps we had better turn what is at best an art and at worst an afterthought into something approaching a science. Okay, it’s (still) nothing like a science…but perhaps we can apply a little more rigour. Continue reading