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@faz
OBJECTIVES
Understand the importance of being pragmatic when it comes to prototyping.
Define what makes for a persuasive visual when communicating with clients or target audience.
Become more adapt at identifying what is the critical question worth asking.
CREATING A WORKING MODEL OF A PRODUCT OR FEATURE
COMMUNICATING AN IDEA INTERACTIVELY
SHOWING RATHER THAN TELLING
THERE IS RICH ANALOG HISTORY
IT IS AN ITERATIVE PROCESS
IT FITS THE LARGER CONTEXT
@faz
ASK
What is the problem that the prototype is trying to address?
What are we unsure about?
SUSAN WOJCICKI— CEO, YOUTUBE
“I love taking an idea... to a prototype and then to a product that millions of people use.”
@faz
FAST DOES NOT ALWAYS EQUAL EFFICIENT.
BEING EFFECTIVE IS SIMPLY OMITTING/POSTPONING STYLE CHOICES.
YOUR TOOLS CAN TRAP YOU.
It’s not…
@faz
YOU MUST BE CONVINCING. SO KNOW YOUR AUDIENCE.
YOU MUST BE RELEVANT. BE TIMELY.
YOU MUST BE NOTICED. SPEAK UP!
It is…
@faz
AARON WALTER
“Certainly we all want to eat edible foods with nutritional value, but we also crave flavor.”
@faz
“Why do we settle for usable when we can make interfaces both usable and pleasurable?”
AARON WALTER
@faz
Your team or clients aren’t that different from users. They too need to have an emotional attachment to the work or product.
@faz
What will get them to move the project forward?
What insight can we unlocked?
How do we leap forward?
ASK
@faz
Your startup is building b2b tools within telco industry.
You’ve had a kick-off with the client already, but they feel the need to chat more to discuss the steps of the process for their team members.
You want to redirect the efforts while creating confidence.
It’s 7:30 am and your meeting is at 9!
SITUATION
@faz
Your non-profit client, focused on education in developing countries, is trying to modernize their product and teaching approach.
You have legacy content and software as a major constraint.
There is hunger for vision on the project.
You need to inspire change.
SITUATION
@faz
Your travel industry client has a new venture subsidiary in mind and wants to create a more social offering.
There is little understanding of content management and publishing process.
You want to elevate the content creation discussion and establish the need for them to build relationships with their customers.
SITUATION
@faz
MAP OUT THE JOURNEY AND TOUCH POINTSPriyaAge: 32Location: MumbaiOccupation: ArchitectFamily: SingleComputer Skills: Above Average
Key Motivators:
big vacation per year
to keep up
conscious on the larger items
Priya
Sameer thinks he may have seen something about
SameerAge: 29
Family: SingleComputer Skills: Expert
Key Motivators:
Faz BesharatianAdvenature Experience Map 16 August 2012
Advenature General User Flow
Here we have 2 personas, each with their own motivational factors, but similar in demographic. Both may take on the same number of challenges. Both may book trips at the same frequency. But they do not use the site in the same way.
Priya:Her pattern of interaction is more in-depth. She is more engaged with activities prior to the trip or event. She tends to research more. She maintains the connections she makes.She is sometimes harder to please, but she may be much more loyal.
Sameer:His pattern of interaction is more scattered. He does enough to get the job done but is less concerned with preparation. He has more experience with the outdoors and is focused on the quality and intensity of the activity. He tends to engage the website minimally. But he is efficient in his usage.
The height of the graphs represent the value and weight of interaction for the user. Not all items listed are directly related to online activities.
Attends speaker event
1st Rafting Trip
Camping Trip2nd Rafting Trip
Kilimanjaro Adventure Challenge
Repelling
Joins Advenature
Joins Trekking GroupJoins Rafting Group
Plans Rafting TripAsks Expert
Finds Local Event Plans Rafting Trip
Organizes Friends for Trip
Post Photos
Shares Album
Plans Hiking TripAnswers Questions
Connects with Other Raftersfor the same tour
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr
Suggests a TripAsks Questions
Plans Repelling TripBuys Gear
Moderates Discussion
Creates a Camping Group
Creates Local Group Invites More People
Post PhotosShares Album
Discusses Next TripPlans Next Event
Post Photos
Shares AlbumAnswers Questions
Joins Advenature
Connects with Friends
Joins Climbing GroupCreates Discussions
Answers Questions
Finds Outbound Trip
Invites Friends
Plans Trip
Asks Expert
Completes Profile
Kilimanjaro Adventure Challenge
Jun Jul Aug Sep Oct Nov
Suggests a TripAsks Questions
Plans Repelling Trip
Creates Local Group Invites More People
Post Photos
Shares AlbumAnswers Questions
Finds Outbound Trip
Invites Friends
Plans Trip
Asks Expert
@faz
MAP OUT THE JOURNEY AND TOUCH POINTS
Attends speaker event
1st Rafting Trip
Camping Trip2nd Rafting Trip
Joins Advenature
Joins Trekking GroupJoins Rafting Group
Plans Rafting TripAsks Expert
Finds Local Event Plans Rafting Trip
Organizes Friends for Trip
Post Photos
Shares Album
Plans Hiking TripAnswers Questions
Connects with Other Raftersfor the same tour
Moderates Discussion
Creates a Camping Group
MAP OUT THE JOURNEY AND TOUCH POINTS
@faz
The grand-mother of all associations is redoing their massive, content rich website.
You have many teams with varying workflows and competing objectives.
There are vendors and internal teams, each with varying skill sets and value to the organization.
Your executives want everyone to play nice!
SITUATION
@faz
Content
Creators
Commissioned Keyed In 1st Edit Top EditAssets Gathered Design Reviewed Fact Checked Copy Edited Legal Reviewed QAed Published Promoted
Subject ExpertsReportersFreelancers
Scenario 1: Article follows through all typical steps to get published.
Scenario 2: Some steps are skipped for a video based article based on existing, relevant reviews.
Scenario 3: A publisher rushes an article through due to timely nature of story.
Content Editors
Producers Channel Producers
Designers Art DirectorsDesign Leads
Content/CopyEditors
Copy Editors Legal Editors
Producers/Content Editors
Channel Producers
ProducersMarketersPartners
Authors - %20 of usersData entry and minimal privileges.
(AARP staff within any biz unit)
Calendering: Editorial calendars which are housed in QuickBase currently maybe incorporated into a different system, depending on where the content brief and contracts are housed.
Reporting: CMS’s internal reporting may be used as a feedback loop to track progress, volume and other relevant data needed to manage editorial calendar.
DAM: Digital Asset Management will be at enterprise level. The ties between the 2 systems will determine the possible inclusion of additional steps in the CMS work flow.
Editors - %60 of usersData entry, content edit, page layout and general content manipulation.
(Producers, Designers, i.e. Elizabeth, Laura, Paul, Merideth, etc.)
Publishers - %10 of usersData entry, content edit, page layout and authority to publish.
(Managing Editor, Channel Producer, i.e Carolyn)
Administrators - %5 of usersData entry, content edit, page layout, general content manipulation, and publishing. CMS admins can do everything short of development.
(CMS design/dev, ie. Rachel)
A E E EEEEP P P
MA E P
VISUALIZE & COMMUNICATE THE PROCESS
Eventually created this
AYSE BIRSEL
“To say that something is designed means it has intentions that go beyond its function. Otherwise it’s just planning.”
@faz
DON’T USE LORUM IPSUM. DON’T PHONE-IN THE PHOTO EITHER.
USE REAL IMAGES.
@faz
DON’T USE LORUM IPSUM. DON’T PHONE-IN THE PHOTO EITHER.
WHAT’S THE STORY IN THE IMAGE?
JEFF VEEN — VP PRODUCT, ADOBE
“The thing that I found work the best… Start with the end product and work your way back.”
@faz
THANKS FOR LISTENING
This presentation will be posted here: [link]
@faz
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