Designing great user experiences has always been at the heart of Momkai’s work as a creative agency, but the word “user” doesn’t quite cover their approach to building communities. Instead, the word “member” feels a much better match for the types of projects they support — from award-winning websites like De Correspondent, to ground-breaking movements like the School for Moral Ambition. In 2022, they took things one step further and launched a platform called Memberful Design, which exists to show how designers can “adopt the power of the collective.”
During a breakout session at WDCD Live Amsterdam 2024, we were introduced to the principles behind the philosophy by Momkai’s own Lotte Bloem, Alex van Straaten and Henriks Porciks. We also took part in a series of short exercises, where participants learned to apply these principles to their own creative challenges. For many, the main takeaway from the session was the idea of designing for groups rather than individuals — and the importance of committing to a shared purpose. Keep reading for a few more highlights from the hands-on workshop, which took place in the beautiful foyer at the Muziekgebouw Amsterdam.
IT STARTS WITH SHARED PURPOSE
The first part of the session was focused on developing your individual purpose. Participants were asked to think about their own personal and professional goals, before putting their feet in the shoes of their future clients, collaborators and members. The overlap between what these groups want to accomplish — that’s the gateway to designing lasting impact. Defining this common purpose for yourself, and making sure it is clearly communicated to your audience, is the best way to connect them with your cause.
MAKE CONCRETE COMMITMENTS
Once you have a handle on what you’re trying to achieve together, it’s important to make specific and tangible commitments to members on how you’ll set this in motion. Make sure they know what to expect from the social contract you’re offering. What will they receive in return for their time, money or attention? What is at stake for the group, and for the organisation as a whole? What are you not willing to compromise on? By increasing transparency, you can build trust with your members and a more meaningful connection that is based on reciprocity.
“The power of the collective requires the commitment of the individual.” — Lotte Bloem
GIVE MEMBERS A SEAT AT THE TABLE
Once you have a group of people who care about your mission, how do you actually get them to actively contribute? At this point in the session, Lotte and Alex dove more deeply into how to leverage the power of your collective. The key lesson here is simple: the relationship with your members should never be top-down. Whatever form your initiative takes, make it easy for members to share input or knowledge, with you and with each other. Treat them like they’re future ambassadors, and make room to receive and implement their feedback.
CULTIVATE CALM AND CARRY ON
Lastly, if you want to put members at the core of your initiative, make sure to remove all other distractions. Don’t abuse their attention by prioritising speed or spectacle. Instead, design experiences that are calm and cohesive, whether you’re building a mobile app or putting together a live event. In our fast-paced world, keeping things simple and focused will help your initiative stand the test of time.
All images: Tom Doms and Jasper ten Tusscher.