You know that feeling. You’ve just set up the best collaboration system ever. You have all the processes documented and approved. Everyone’s agreed to use the system. Things couldn’t be better. Then, the project kicks off and there comes that sinking feeling when you realise that everyone is bypassing your carefully tuned system.
Everyone is sending emails instead.
The curse of email
Email is present on every computer (and even on mobile phones, these days), it’s free, it’s quick, and everyone knows how to use it. At first glance it seems like a very hard competitor to beat. At Woobius, we didn’t realise we were competing with email until we were well into the product development — perhaps a good thing, or we might have felt somewhat intimidated to face such a formidable foe. But eventually, we realised that all collaboration tools are competing with email, whether they recognise that fact or not.
Email has a lot of issues. It’s not good at sending large files or large numbers of files. It’s got very poor transparency and is hard to audit (you only know about an email when you’ve been cc’ed into it, and even then you have to dive into long threads of replies to figure out what happened). When using email, you never know for sure whether you’re looking at the latest version of a document, or whether someone’s sent an update that you haven’t received.
In short, email sucks in a lot of ways, so it’s really worthwhile to figure out how to design better collaboration tools that resolve those pain points. But email is still the cheapest, easiest low-end product that just works (kind of), so all collaboration tools are in its cross-hairs. This means that any such tool needs to try extra hard to make sure that users don’t constantly fall back to email and all its disadvantages.
Beating email — a three-part recipe
Over the last couple of years of evolving Woobius, we’ve discovered a number of key principles for successful collaboration. We’re sharing them here in the hope that they might be useful to other people who are implementing or building collaboration tools.
1. Allow anyone to initiate collaboration

The first principle is that we need to allow anyone to initiate collaboration. Within the context of construction projects, this means that it must be really easy to create projects, without needing to call up an administrator, without having to sign a contract, without having to pull out a credit card or wait for some process to finish.
The reason for this is that collaboration starts with doers. It starts whenever someone needs to get something done with someone else’s input. And when someone needs to get something done, they’ll get it done, whichever way is least effort. So if we make this process more painful than sending an email, people will do just that — send an email.
2. Respect the reality of collaborative trust

The second point is that we have to allow users to invite whoever they want to the project, so that they too can have access to the files.
This sounds a little scary at first, because it feels like we’re losing control. We don’t know in advance who will have access to the files… they could invite anyone!
The reality is that if you have a file, either one that you’ve produced or one that someone has sent to you, you can do whatever you want with that file. Once it’s on your hard drive, you could give it to anyone. You have all the tools at your disposal, on your desk, to send that file to whoever you want: email, phone, printer, CD burner… So, if you need to share that file with someone, you will, one way or another. If the system doesn’t allow you to do that, you will simply circumvent the system and get the file across.
So by making it possible to easily share files with new team members through the system, we’re not really giving up any control – just facing reality. We regain at least some visibility, because when they share it through the system, that’s logged, so we at least get to know what’s going on.
3. Allow people to make mistakes
The third principle is that it’s important to allow people to make mistakes, to accept that mistakes will occur, and to make it easy for people to correct those mistakes.
This sounds a little counter-intuitive. Surely, we don’t want to have mistakes on the project?

Little Britain got this right with their Computer says no sketch. We hate to have the computer tell us “no” when we know that our request is perfectly reasonable and possible. What we want is the computer to say yes, and let us decide for ourselves whether what we’re doing is a mistake, or exactly what we want to do.
A lot of computer systems out there are designed to prevent people from making mistakes. And, for a lot of those systems, that works out pretty well. But when we’re looking at a process as fluid and fuzzy as collaboration, it’s very hard to tell in advance what’s going to be a mistake and what’s not. Things change, and sometimes, what the system designer thought was going to be a mistake is not a mistake anymore. And if we keep trying to stop people from making mistakes, they end up feeling like they’re in a straight-jacket and they’ll go somewhere else.
So instead of spending effort to stop people from making mistakes, it is better to spend that time making sure that any mistakes are easy to correct. It’s worth remembering, also, that what might look like a mistake today could be an industry best practice tomorrow.
Conclusion
Those three principles are the essence to get bottom-up collaboration working, to get people to want to use a colalboration system:
- Allow anyone to initiate collaboration
- Respect the reality of collaborative trust
- Allow people to make mistakes
We didn’t get there on day one. We had the benefit of working with a lot of architects and engineers as we developed the system. We saw how people were using the system and arrived to those conclusions. Hopefully, this can be useful to others who are developing or implementing collaboration tools.
Daniel and I gave a presentation on this topic at Be2Camp North, an unconference focused on “Exploring Web 2.0 in the built environment”. It’s a version of the live talk which can be found on ustream.tv. Slides are available here.


