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Warm Customer Engagement for Digital Financial Services

Juntos’ Design Strategies Featured by Karandaaz Pakistan

February 26, 2016

Posted by Christina Huntzinger

MacGregor Lennarz, Commercial Director at Juntos, recently wrote a post for Karandaaz Pakistan in which he details Juntos’ individualized design process:

“Every Juntos message is personalized to the specific receiver in terms of both subject and language.  Each message is based on the customer’s financial behavior (deposits, transfers, etc.) and information he or she has communicated previously in the conversation with Juntos. For example, someone who sends PKR 2000 weekly and has asked about security of transactions will receive a different message than someone who has deposited PKR 500 and alludes to the importance of education for his or her children. All messages from Juntos also reflect the language the customer uses. Thus, someone who sends SMSs in formal Urdu will receive communication back in formal Urdu. Someone who sends SMSs in Pashto relying on abbreviations and/or ‘text speak’ will receive communication back in a similar style.”

The personalization and localization employed by Juntos’ design team work to facilitate the relationship and lower the barriers between financial service providers and their customers, ultimately driving mobile wallet adoption and continued usage.


Read the full article here: Unlocking the Potential of Two-Way Messaging

Juntos Highlighted as Innovative FinTech Solution

January 15, 2016

Posted by Christina Huntzinger

Financial Inclusion Beyond the Pyramid recently highlighted Juntos’ successes in its deployment with Tigo Pesa in Tanzania. In an article titled “Innovative FinTech Solutions Increase Customer Satisfaction,” the author writes:

“With over 100 unique messaging design tests and new insights delivered weekly, Juntos created a set of ‘core’ conversations proven to engage, built trust with, and drive behavioral change with Tigo customers.

The innovation behind Juntos does more than just tap into the inherent behavioral patterns of the newly banked; it also zeroes in on the specific aspirations of the people. They know they don’t have all the answers about what will make an incredible product experience for users—they believe they should seek that information from their users.”

Read the full text of the article here.

Results of Partnership Between Juntos and Tigo Tanzania

December 9, 2015

Posted by Christina Huntzinger

Juntos and Tigo Tanzania, a telco that maintains one of the largest mobile money deployments in the world, recently coauthored a white paper highlighting the successes of Juntos and Tigo’s partnership.  The combined goal of Tigo Tanzania and Juntos was to use engaging two-way SMS services to increase customer comfort with and use of the Tigo Pesa merchant payment system, traditionally a difficult mobile money product to promote.
 
Throughout the five-week treatment period and over 100 unique messaging tests, Juntos achieved a 26% increase in the number of consumers who made a purchase within the merchant system compared to the control group.  During the same period, the average number of payments made to merchants among users receiving Juntos messaging increased by 30%.
 
You can read more about the results of Juntos’ partnership with Tigo TZ here.

 

Juntos Mentioned in Forbes

November 9, 2015

Posted by Christina Huntzinger

In an article released this weekend entitled “Why The Financial Industry is Getting Nicer,” Arjuna Costa, an Omidyar partner who has a board role at Juntos, speaks to Dan Simon at Forbes about the intersection of finance and philanthropy.

When asked how to improve financial literacy, Costa calls attention to Juntos’ model.  He notes, “There is extensive body of research proving that traditional, one-size-fits-all, classroom-based financial literacy is not effective in changing consumer behavior. Changing behavior and building real financial capability requires first and foremost a deep understanding of consumers’ preferences and habits. Once equipped with this information, we can then layer on a combination of simple ‘rules of thumb’ that nudges behavior change in a more positive direction. For real effectiveness, these nudges should preferably come at the point of usage of a financial product or service, turning these into ‘teachable moments.’ This type of capability building can be really powerful when applied to consumer retention or engagement. A good example is a company called Juntos.”

You can find the full text of the conversation here.

New Juntos Case Study Released

October 22, 2015

Posted by Christina Huntzinger

To what extent can a fully automated system build trust and confidence? How does two-way interaction affect customer behavior?

CGAP (The Consultative Group to Assist the Poor) released a case study today addressing these questions in relation to Juntos’ product. Using results from Juntos’ work in Colombia, along with examples from partnerships in Mexico and Tanzania, CGAP describes the outcomes of Juntos’ iterative design processes that ultimately work to connect users to their financial institution.

Juntos has the capacity to launch quickly in various markets, due to proprietary technology designed in-house that works across countries and financial institutions. After conducting interviews and preliminary research, Juntos creates messages tailored to local markets with the goal of seeing change in financial behavior that reflects the needs of the partner financial institution. Though these messages are relayed through an automated system, analysts update and tweak messages in real time based on the replies they receive from users.

In contrast to one-way SMS services, Juntos’ two-way messaging service stands out in local markets. The conversational approach lowers the barrier for customers to engage with their bank, and results in higher account balances and increased transaction numbers.

A more detailed analysis of Juntos’ product can be found in the blog article and case study on CGAP’s website.

Mensajería de Texto: Herramienta para Generar Relaciones

July 6, 2015

Posted by Dante Cassanego

Escrito por Verónica Pugin, Latin America Relationship Manager

Explosión de la mensajería de texto (SMS) como herramienta de comunicación

El teléfono móvil ha abierto puertas en cómo se puede desarrollar y mantener relaciones entre dos personas, entre grupos de personas y también entre organizaciones y negocios.

Las empresas y las organizaciones han identificado al teléfono móvil como un canal de alta penetración para la comunicación con sus clientes a través de SMS, con la idea que ésta es una comunicación fácil y rápida para generar mejor relacionamiento con sus clientes.

Dado que más del 47%[*] del mundo tiene un teléfono móvil, y que el 95% de los clientes, que han acordado recibir mensajería de texto de una empresa, abre el mensaje de texto dentro de los tres minutos después de recibirlo[†]. Es natural que las empresas y las organizaciones están aumentando su inversión en este tipo de comunicación.

La pregunta es, ¿abrir un mensaje de texto significa el desarrollo de una relación?

Para crear una relación, el escenario mejor es cuando dos individuos participen en conversaciones entre los dos en persona para aprender de cada uno, pero este escenario se hace difícil para las empresas y organizaciones por factores de costo y tiempo. Entonces,¿cómo se utiliza a la mensajería de texto para crear relaciones entre un individuo y una empresa u organización?

Estrategias débiles para crear relaciones con clientes por mensajería de texto (SMS)

Hay varias estrategias que se implementan para aprovechar del uso de la mensajería de texto (SMS) para relacionarse con los clientes. Dos estrategias comunes son las siguientes:

  • Mensajería de una vía: Esta estrategia sirve para difundir información. En términos de crear relaciones, es difícil crear una relación con un ser humano con comunicación de una sola vía. Imagina alguien que dice querer conocerte pero que nunca quiere escucharte.
  • Mensajería de Doble vía sin Adaptaciones: Esta estrategia participa en conversaciones de doble vía pero no incorpora la adaptación del contenido de los mensajes de texto. En términos de crear relaciones, un participante en una conversación se frustra si las respuestas que reciban indican que no le están escuchando. Imagina si alguien te pregunta qué quieres de tomar, respondes jugo, y luego te entrega agua; ¿frustrante no crees?

Características para generar relaciones por mensajería de texto (SMS)

En nuestra experiencia de miles y miles conversaciones con clientes cada día por mensajería de texto (SMS), hemos aprendido ciertas características que son clave al utilizar la mensajería de texto (SMS) como una herramienta para crear y fortalecer relaciones con los clientes. Estas características generan comunicación de calidad mientras mantienen un nivel bajo de costos logrando ser escalable a miles y millones de clientes:

  • Doble-Vía: Repito, una buena relación se basa en una buena comunicación entre las dos partes involucradas. Si una de las partes no tiene la oportunidad de expresarse, es normal que ese participante no se sienta incluido en la relación, y su contraparte pierde la oportunidad de escucharlo. Los comentarios del cliente son las piezas de su historia personal que decide compartir y deben ser tratados como una oportunidad para entenderlo mejor como persona.
  • Adaptable: La comunicación en doble vía puede llegar a ser una oportunidad perdida si el contenido no se adapta a lo que comparte el cliente. En una relación, es siempre clave recordar que las perspectivas de los clientes son personales y como personas somos dinámicos y podamos cambiar de opinión. Se debe utilizar las respuestas propias que envían los clientes para adaptar el contenido para comunicar que están siendo escuchados y que el contenido sea lo más relevante posible. La adaptabilidad permite que el contenido responde a las opiniones de los clientes y que cambie con el tiempo como sea necesario.
  • Darle el Control al Cliente: En una relación, un participante no apreciaría si la comunicación no respeta sus deseos. Gran parte de las estrategias de mensajería de texto (SMS) de empresas y organizaciones deciden lo que el cliente va a hablar de y a que hora en vez de dejar al cliente decidir. En una relación, es importante tener oportunidades en que cada lado decida el contenido de conversación.
  • Individualizado: Muchas empresas y organizaciones ven el valor de la mensajería de texto (SMS) como oportunidad para la comunicación masiva. Es cierto que la mensajería de texto (SMS) es una buena herramienta para ese fin, pero si la meta es establecer relaciones, es necesario tomar un enfoque más individualizado. En una buena relación, cada participante responde a los comentarios y preguntas específicas del otro participante de manera personalizada.

Juntos ha aprendido como crear relaciones por mensajería de texto (SMS)

En Juntos, llevamos años aprendiendo a comunicarnos y relacionarnos de la mejor manera con los clientes de las instituciones financieras por medios de mensajería de texto (SMS). Con experiencia con clientes en los Estados Unidos, México, Colombia y Tanzania, hemos desarrollado una metodología de diseño iterativo que utiliza conocimientos de economía conductual, investigación etnográfica centrada en el usuario y análisis estadística. Esto nos permite entender al cliente y su historia, sus necesidades y perspectivas con respecto a los productos financieros, y así desarrollar contenido relevante para promover comportamientos financieros específicos; siempre adaptando el contenido para asegurar que la comunicación sea la más eficaz.

[*] The Mobile Economy 2014, GSMA

[†] http://www.forbes.com/sites/marketshare/2013/03/04/pulling-back-the-curtain-on-text-message-mobile-marketing/

The Keys to Building Relationship with SMS

July 6, 2015

Posted by Dante Cassanego

Written by Veronica Pugin, Latin America Relationship Manager 

The explosion of SMS as a communication tool

Mobile phones have opened doors in how relationships can be developed and maintained between two people, between groups of people, and between organizations and businesses.

Companies and organizations have identified the mobile phone as a tool for massive and scalable communication with customers via SMS, with the idea that this is a quick and easy communication method to better engage their customers.

Over 47%[*] of the world owns a mobile phone, and in fact, 95% of mobile customers who have agreed to receive text messages from a company open those messages within the first three minutes of receiving them.[†] It makes sense that companies and organizations are dramatically increasing their investment in this type of communication.

The question is: Does an opened text message mean a relationship has actually been developed?

In terms of building a relationship, the most ideal scenario is for two individuals to have in-person conversations to learn about each other, but this method is not cost nor time effective for a company or organization to employ. How can text messaging be used to build relationships between an individual and a company or organization?

 

Weak approaches to developing customer relationships via SMS

There are several strategies implemented to take advantage of the use of text messaging (SMS) to interact with customers. Two common strategies are:

  • One-way Messaging: This strategy serves to disseminate information. In terms of building relationships, it is difficult to build a relationship with a human being via one-way communication. Imagine someone who says he wants to meet you, but he never wants to hear from you
  • Two-way messaging without adaptations: This strategy involves participating in two-way conversations but never adapting the content of the messages. When trying to build a relationship, a participant in a conversation will become frustrated if the responses he receives indicate that the other party is not listening. Imagine if someone asks you what you want to drink, you respond juice, and then they give you water—how frustrating?

Successful approaches for developing relationships via SMS

In our experience of thousands of conversations with customers every day via SMS, we have learned that there are certain characteristics that are essential to using text messaging as a tool to build and strengthen customer relationships. These features foster quality communication while maintaining low costs and allowing for scalability to thousands and millions of customers:

  • Two-Way: Again, a good relationship is based on two-way communication between both parties involved. If the customer does not have the opportunity to express herself, it is no surprise that she would not feel included in the relationship. The provider also loses the opportunity to listen to the customer. A customer’s feedback represents elements of her personal story. If the customer has decided to share pieces of his personal story, that information should be treated as an opportunity to better understand him as a person.
  • Adaptable: Two-way communication can be a missed opportunity if the content of the messages do not match the information the customer shares. In a relationship, it is important to remember that the customers’ perspectives are personal and that people are dynamic and can change their minds. Using their personal responses to send tailored content to them lets them know that they are being heard. Adaptability allows for messages to be based on customer feedback and to change over time as needed.
  • Giving the Customer Control: SMS marketing campaigns decide what the customers will talk about and what time they will talk about it, instead of letting the customer decide. In a relationship, it is important to have opportunities where each side can decide the content of conversation.
  • Individualized: Many companies and organizations see the value of text messaging as an opportunity for mass communication. While text messaging is a good tool for that purpose, if the goal is to build relationships, it is necessary to take a much more individualized approach. In a good relationship, each participant responds to comments and specific questions of one another in a personalized way.

JUNTOS has learned how to build successful relationships with SMS

At JUNTOS, we have spent years learning how to best communicate with and relate to customers of financial institutions via SMS. With experience with clients in the United States, Mexico, Colombia and Tanzania, we have developed a methodology of interactive design that employs behavioral economics, user-centric ethnographic research, and statistical analysis This allows us to understand the client and their history, as well as their needs and perspectives on financial products, and develop relevant content to promote specific financial behaviors. We are always adapting the content of our messages to ensure that communication is the most effective.

 

[*] The Mobile Economy 2014, GSMA

[†] http://www.forbes.com/sites/marketshare/2013/03/04/pulling-back-the-curtain-on-text-message-mobile-marketing/

Texting People Out of Poverty

June 25, 2015

Posted by Dante Cassanego

Written by Laura Shin

Carmen Hernandez, 34, lives in Dallas with her husband and five children. Her husband works in construction, earning about $50,000 a year. Hernandez makes party decorations and tailors clothing, making $800 to $1,000 a month.

In February 2014, the family only had $300 in savings. That month, Hernandez began using a program called Juntos that sends text messages to her mobile, a basic cell phone.

Pati_phone_2 (1)The texts would ask her things like, “Do you want to save more?” If the answer was yes, she would respond with an amount, which would be deposited into her savings account. Or, they might ask if she had an emergency and remind her that she could use her savings. Or, they might just encourage her to continue saving.

A year later, the family savings was closing in on $5,000.

“All the messages they send really help me,” said Hernandez, with her 14-year-old son acting as translator. “If I didn’t use it, I would save less.”

The San Carlos, California-based company behind the program, Juntos, promotes financial inclusion and helps first-time bank account holders, or the “newly banked,” to manage their money. “Our hope is to increase active client rates and active balances in accounts,” said Katie Nienow, cofounder and vice-president of business development.

The company got its start in 2009 at the Institute of Design at Stanford, when a student named Ben Knelman (now CEO) created a simple app to help the school janitors. Initially, a janitor named Karina laughed at the idea that she could save on her $21,000 salary. But a year later, she had saved $2,000 by using the app. Juntos went on to win the innovation award for financial inclusion at the 2012 G20 summit in Mexico City.

In a pilot study in Colombia, participants working with Juntos ended up with 50 percent higher balances than the control group. Many users, who already feel connected to their phones—one referred to hers as her baby—end up feeling such a personal connection to the app that they respond with messages like, “I just want to thank you for your help. Your motivation has been very useful.”

The company now has 200,000 users, obtained through partner financial institutions, in Colombia, Mexico and Tanzania. A team of writers with backgrounds from psychology to design use behavioral economics and on-the-ground research to customize each version to the dialect and culture of that country. Juntos also has a version for users in the United States, which is targeted at recent immigrants who are new to the banking system.

“In recent years, innovations like branchless banking, mobile banking and mobile money have meant that banking services could be provided to the poor at cheaper cost, so access to financial services was becoming a reality for the poor,” said Nienow. But while banks have an easy time getting people to open accounts, customers often immediately let their accounts fall dormant, or unused. Dormancy rates for the newly banked range from 40 to 90 percent around the world.

People who don’t have active accounts may engage in behaviors that put their money at risk. They may keep cash at home, where it might get stolen. Or they may use risky or difficult-to-liquidate informal savings vehicles, such as asking a family member to hold their cash or buying inventory for their small business.

“When the poor have their money weighing too heavily on their minds, they’re not able to give their mind to other things with their full presence, which has implications for their job performance and their future earning potential,” said Nienow, citing studies that showed that people perform less well on IQ tests when money is scarce.

Dormant accounts also cost the banks, which spend time and money to develop, advertise and maintain them. That makes Juntos and financial institutions natural partners: the banks have customers that Juntos can target for financial inclusion, and Juntos can help banks lower dormancy rates.

After enrollment, which may or may not be automatic, depending upon the institution, a user receives a note from Juntos explaining that the service acts as a free financial coach. The company will try several different texts to see what gets the person to write back, then refine its algorithms based on the responses it receives. “We’re constantly testing different messages to see what resonates the best,” said Nienow.

Once a customer replies, Juntos will ask her if she’s interested in a particular aspect of the account. For instance, if she gets free health insurance for maintaining a certain balance, the company will send reminders of that.

Antonique Koning, a financial sector specialist at The Consultative Group to Assist the Poor (CGAP), says that Juntos’s use of algorithms to analyze big volumes of customer data and continually update responses is innovative among organizations tackling financial inclusion. She feels that the Juntos platform helps people to believe in their banks.

“Providers need to become much more focused on the customers, better understand the customers’ realities, needs and preferences, and develop solutions that help,” she said. “People don’t trust the financial system because the system doesn’t speak their language.”

 

Originally published here on the Impact Journalism Day website. 

The idea behind Impact Journalism Day is to show that the media can also fulfill their role by reporting on inspiring solutions to the world’s problems. http://impactjournalismday.com/

Juntos takes innovative customer engagement platform to Africa through partnership with Tigo Tanzania

June 4, 2015

Posted by Dante Cassanego


SAN CARLOS, Calif. and DAR ES SALAAM, (June 4th, 2015)—
Juntos today announced their partnership Juntos partners with Tigo Pesa (1)with mobile money provider company Tigo Pesa in Tanzania, to provide new account support to Tigo Pesa customers through the Juntos innovative engagement platform. The partnership is the first step on a plan to expand the Juntos platform to markets throughout Africa.

“Tigo Pesa has established itself as one of Africa’s leading mobile money services and proved to be the ideal partner for our debut in Africa,” said Ben Knelman, CEO and co-founder of Juntos. “Through this partnership, Juntos is looking to help Tigo establish long-lasting relationships with its customers, increasing levels of usage in newly opened accounts and loyalty among current users.”

“We are excited to partner with Juntos on this digital innovation, piloting this free service for our customers”, said Ruan Swanepoel, head of Tigo Pesa.

Juntos designs mobile personal financial management tools that empower newly banked individuals to develop new financial habits and build confidence in their financial lives. These tools are designed by experts in financial behavior change and user-centric design and are delivered to users via a mass customized, automated, two-way SMS conversation. Juntos continues to demonstrate success: in a partnership in Colombia, the Juntos group had a 33 percent higher active client rate compared to the control.

“Omidyar Network is extremely proud of supporting Juntos’ journey in enhancing engagement of mobile money users across Latin America and now in Africa”, said Arjuna Costa, investment partner at Omidyar Network. “Juntos technology is addressing the last mile in the financial inclusion effort, which is really helping consumers to better engage with providers and take advantage of financial products to improve their lives.”

Tigo Tanzania is among the most forward-looking providers in Africa, becoming the first telecom to offer international money transfers with currency conversion and the first to offer free Facebook in Kiswahili. Africa has been at the forefront of financial inclusion through mobile money; there are 146 million registered mobile money accounts in Sub-Saharan Africa. However, only 61.9 million of those are active. In late 2013, the government of Tanzania pledged to increase the level of Tanzanian adults with formal access to financial services to 75 percent in the next six years.

The expansion of Juntos to Africa has been made possible through a recent round of investments closed in June of last year. Juntos raised US$3 million in its Series A financing round led by Aligned Partners and Omidyar Network.

 

###

About Juntos:

Juntos is a Silicon Valley tech company designing financial tools that drive engagement and usage of financial services among the newly banked. For more information, visit www.juntosglobal.com. For media inquiries, please contact pr@juntosglobal.com.

 

About Tigo:

Tigo is Tanzania’s leading innovative digital lifestyle company. For further information visit www.tigo.co.tz or contact John Wanyancha, Corporate Communications Manager, at john.wanyancha@tigo.co.tz.

How Can Communicators Better Engage an Audience on Mobile?

June 3, 2015

Posted by Dante Cassanego

“Mobile commands 24 percent of time spent with media but accounts for only 8 percent of advertising dollars spent.” A great article (below) by Geoffrey Colon brought attention to this fact. Which leads to the question, how can communicators better engage an audience on mobile? We believe the answer is not better marketing, but better design. To simply add more marketing to the wealth of communications that is already out there creates more noise. As Colon points out, “the fragmentation of attention due to an abundance of information only causes a domino effect.” Human centered design helps your audience cut through the noise, because you are offering them a product which sees and then meets their needs within social and cultural contexts. JUNTOS helps financial service providers deeply engage with their users on mobile. By using human-centered design to talk with users and identify their needs and wants, we can answer questions before users even realize they have them. That cuts through the noise.

 

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The Biggest Takeaway from Mary Meeker: When Information’s Cheap, Attention’s Expensive 

by Geoffrey Colon

The most important insight I saw released in Mary Meeker’s 2015 Internet Trends Report is the following: “Mobile Internet use is growing faster than Internet usage in general: There are 2.8 billion Internet users, up 8 percent from 2014, and 2.1 billion mobile Internet users, an increase of 23 percent.”

This is a monstrous amount of transformational growth from big box desktops to slender laptops into a world of “tiny screens.” Much of our ecosystem is moving into this matrixed world at a blistering rate based on this other nugget insight: “The mobile ad industry is still short $25 billion. Mobile commands 24 percent of time spent with media but accounts for only 8 percent of ad dollars spent.”

What this means is there are a lot of communicators out there who still haven’t figured out how to engage an audience on mobile. The data shows it. Only 8 percent of advertising dollars are allocated to mobile experiences. Much of this might be because we’re treating communications like communications from the desktop era which was a replicant of the print world rather than the way it should be treated: as part of the modern world of design. Communications today is more about design than it is about marketing. If you really want to be successful in the 21st Century you will realize as a communicator, a marketer or a storyteller that you are now part of what is called, “The Creative Persuasion Economy.”

You will hear a lot about this term in the next two years. Why? Because it is reported that 30% of global jobs contribute to this area of GDP. That means there are a lot of people paid to persuade others to do something, make some sort of decision, take some sort of action, buy some sort of product.

The way to do this on mobile is not through more text or hard-to-read case studies. It’s not even through display banner ads. The way to approach this issue on mobile is through a mobile by design strategy which incorporates a 360 action plan that looks like this:

  • social by design conversation that includes a heavy entrenchment in social customer relationship management. Most brands think consumers pick their product on price alone. But social data suggests customers look more at customer service issues as a reason to get rid of a product and/or service.
  • content creation that inspires others to create their own user-generated content in response to your point of view. Your PR team can’t do it all nor should they. Communications design is all about how to incite your desired audience to take action and do the legwork of talking about you. Good modern communicators don’t have to say much because in a mobile first world, that information will be shared and distributed quickly as long as you can draw attention in a positive manner to your cause. Day-to-day work of modern communications designers is planning for what these experiences will look, sound and feel like.
  • on demand media creation and distribution. Don’t decide for your audience. Let them decide for you by offering them a diverse selection of video, audio, photographic and text formats that can be chosen based on their personal preferences.
  • using social data and paid social to generate awareness or “attention” while using paid search and organic search to capture customer intent. Social and search aren’t opposing forces. They are integrated accomplices. You shouldn’t just be running Facebook or Twitter campaigns without running Adwords or Bing Ads campaigns in tandem.

But before you jump up to begin designing those four areas noted, take one step back and start by answering this simple question my small scrum team at Microsoft always asks prior to designing any communications in an attention-stressed world:

  • How will the person we are trying to connect with engage with us on various networks and platforms if they only do it from a mobile handset?

Think about this and act on it for one week if you are more of a person locked to your desk with a big monitor. Go to work and do most of your consumption and sharing of media and experiences strictly on your iPhone, Android phone or Windows phone. Do you run into experiences on mobile that frustrate you? Are there opportunities to try to engage with those content creators in all areas of media or do they only operate on an owned environment like their website?

Modern design thinking is rooted in the human experience. The day and age of “build it and they will come” is a ticket to go find another calling in life. That strategy no longer works due to the fact that the world we live in currently and moving forward will be one of abundance. There will be abundant access to cash or business finance (though it’s not evenly distributed at this point in time), abundant technology (although this is not evenly distributed either) and of course, the issue we use design to solve for which is a world of abundant information (look at that glass device in your hands and think to yourself how it can answer any question via a search engine. Well, with the exception of the most complex issues).

This fragmentation of attention due to an abundance of information only causes a domino effect. The more information and devices, the more distraction. The more confusion, the more communications that are pushed to help alleviate the issue. The additional communications only causes more noise and frustration amongst your desired audience. Helping your audience by providing them with the most legitimate insights, solutions, services or superior products is a way to cut through that noise.

Communications infused with design is the solution.

Geoffrey Colon is a Communications Designer and Social Data Expert at Microsoft. Follow Geoff on Twitter or on LinkedIn for a group conversation around the intersection of communications design, technology and human behavior. 

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