In our field we put a high focus on users, mental models, personas, computer-human-interaction and often miss out on the human-human-interaction during the design process. Successful communication of your contributions to different stakeholders can be greatly improved by applying communication styles. By understanding your style, recognizing the style of others and flexing your personal style to others, you will learn to gain the necessary awareness to overcome communication breaking points within the design process. I will explain the concept of communication styles, show how to identify your own style and that of co-workers. I will show you how to adapt your own style to others to ensure you will be heard during the process and help you to overcome conflicts. 30 minutes presentation

1. Communicating in Style
Birgit Geiberger
UXcamp Hamburg
17. August 2013
Montag, 19. August 13

2. Birgit Geiberger
Creative Director UX · Interaction Designer · Consultant
@birgitgcom
Montag, 19. August 13

3. “One cannot not communicate”
Paul Watzlawick
Montag, 19. August 13

4. Every behavior is a form of
communication
Montag, 19. August 13

5. Words aren’t the key
Effectiveness of communication is based on
7% of the meaning of the words we use
38% of the way we say the words
55% of nonverbal clues
Research (1970) by Albert Mehrabian, Prof. emeritus UCLA, Author of
“Silent Messages: Implicit Communication of Emotions and Attitudes
Montag, 19. August 13

6. 93% is conveyed through
observable behavior
Effectiveness of communication is based on
7% of the meaning of the words we use
38% of the way we say the words
55% of nonverbal clues
Research (1970) by Albert Mehrabian, Prof. emeritus UCLA, Author of
“Silent Messages: Implicit Communication of Emotions and Attitudes
Montag, 19. August 13

7. The Social Styles Model
The Social Styles Model is Trademark of the Tracom Group
Montag, 19. August 13

8. What are Social Styles
not?
• A method to interpret the "inside" of a person
• No thoughts, character or personality
assessment
Montag, 19. August 13

9. inside versus outside
tThoughts
Feelings
Behavior
Montag, 19. August 13

10. What are Social Styles?
• Observable behavioral patterns
• Based on the "outside" of a person
(verbal, vocal, and visual clues)
Montag, 19. August 13

11. Indirect Direct
Montag, 19. August 13

12. Guarded
Open
Indirect Direct
Montag, 19. August 13

13. Guarded
Open
Indirect Direct
Montag, 19. August 13

14. Relator
“Amiable Style”
Guarded
Open
Indirect Direct
Montag, 19. August 13

15. Relator
“Amiable Style”
Socializer
“Expressive Style”
Guarded
Open
Indirect Direct
Montag, 19. August 13

16. Relator
“Amiable Style”
Socializer
“Expressive Style”
Thinker
“Analytical Style”
Guarded
Open
Indirect Direct
Montag, 19. August 13

17. Relator
“Amiable Style”
Socializer
“Expressive Style”
Thinker
“Analytical Style”
Director
“Driver Style”
Guarded
Open
Indirect Direct
Montag, 19. August 13

18. Guarded
Open
Indirect Direct
Montag, 19. August 13

19. Guarded
Open
Indirect Direct
People oriented
Montag, 19. August 13

20. Guarded
Open
Indirect Direct
Montag, 19. August 13

21. Guarded
Open
Indirect Direct
Task oriented
Montag, 19. August 13

22. Guarded
Open
Indirect Direct
Montag, 19. August 13

23. Guarded
Open
Indirect Direct
Slow
pace
Montag, 19. August 13

24. Guarded
Open
Indirect Direct
Montag, 19. August 13

25. Guarded
Open
Indirect Direct
Fast
pace
Montag, 19. August 13

26. Potential conflicts
Montag, 19. August 13

27. X
X
Potential conflicts
Montag, 19. August 13

28. Potential conflicts
Montag, 19. August 13

29. Potential conflicts
X
X
Montag, 19. August 13

30. The Social Styles in detail
Montag, 19. August 13

31. 25 % 25 %
25 % 25 %
Confirmed by research done by Wilson Learning
Montag, 19. August 13

32. We all display some aspects
of each Social Style
Montag, 19. August 13

33. But we have one dominant style
Montag, 19. August 13

34. But we have one dominant style
Montag, 19. August 13

35. Relator: “I feel ...”
Relationship oriented
Montag, 19. August 13

36. Relator
The support specialist
“It’s not win or lose, it’s how
many friends you have”
Montag, 19. August 13

37. Relator
The support specialist
• Strong & loyal team players
• Good listeners & sensitive to others feelings
• Very supportive, approachable & cooperative
• Open with emotions, warm & friendly
• High priority on friendships & close relationships
• Easy to get along with
Montag, 19. August 13

38. Relator
Potential issues
• Reluctant to change
• Stick to the comfortable & known
• Avoid risks
• Do things in a very slow-paced way
• Undisciplined in their use of time, due to sharing
personal objectives & feelings with others
Montag, 19. August 13

39. Socializer: “I want ...”
Expression oriented
Montag, 19. August 13

40. Socializer
The social specialist
“Let’s all do it – now!”
Montag, 19. August 13

41. Socializer
The social specialist
• Highly flexible & adaptable to new situations
• Act quickly & are willing to take risks
• Very enthusiastic, energetic & spontaneous
• Very imaginative, lots of creative ideas
• Communicative & fun to be around
• Say & show what they think
• Involve others with their feelings & thoughts
Montag, 19. August 13

42. Socializer
Potential issues
• Little concern for practical details
• Easily change course of action
• Move rapidly from subject to subject while
forgetting to address specifics
• Struggle with commitment & follow-through
• Undisciplined in their use of time (too many
distractions)
• Base decisions on opinions rather than facts & data
Montag, 19. August 13

43. Director: “I will ...”
Action oriented
Montag, 19. August 13

44. Director
The control specialist
“I want it done. Yesterday!”
Montag, 19. August 13

45. Director
The control specialist
• Know exactly what they want, where they are going
& how to get there quickly
• Very focussed: swift, efficient, to the point in
everything they do. Out accomplishes anybody
• Make their own decisions, don't like at all to be told
what to do or what not to do - high need of control
• Prefer to be presented with options
• Take risks
Montag, 19. August 13

46. Director
Potential issues
• Come across forceful & dominant
• Highly result driven – it’s not about pleasing people
on the way
• Say what they think
• Very impatient
• Work best without others or with people who are
able to move quickly
• Control & do not show emotions
Montag, 19. August 13

47. Thinker: “I think ...”
Process oriented
Montag, 19. August 13

48. Thinker
The method specialist
“I’d rather be right
than quick”
Montag, 19. August 13

49. Thinker
The method specialist
• Base decisions purely on facts
(tangible, practical, realistic evidence)
• Ask questions, gathers information
• Steadfast, reliable & dependable
• Strong sense of duty & obligation
• Seem to move slowly, but they use their time in a
deliberate, disciplined manner
• Natural givers & cooperative team members
Montag, 19. August 13

50. Thinker
Potential issues
• Study data seriously before forming an opinion or
being enthusiastic
• Can come across skeptical & critical
• Main priority is job at hand & the process to achieve it
• Avoid risks & are very cautious
• High control of emotions
• People and friendships are important, but it does not
show on initial contact – first the facts
Montag, 19. August 13

51. Montag, 19. August 13

52. Beware of generalization and
swift judgement
Montag, 19. August 13

53. No style is better than another
Montag, 19. August 13

54. Always assume good intentions
even if you don’t understand people’s behavior
Montag, 19. August 13

55. They may simply have a
different style.
Always assume good intentions
even if you don’t understand people’s behavior
Montag, 19. August 13

56. Thank you!
Birgit Geiberger · design@birgitg.com
Montag, 19. August 13

57. Thank you!
Birgit Geiberger · design@birgitg.com
Montag, 19. August 13