Kevin Hoffmann: Co-Designing Content

Co-designing Content@kevinmhoffman

Working alone.

2 Weeks10 years

2 Weeks

The most successful collaborations assembled regularly for videoconferences or, better yet, in-person meetings.“BENNET & GADLIN, NATIONAL INSTITUTES OF HEALTH

@kevinmhoffman

FILE SHARING & REPOSITORIES

ARE NOT COLLABORATION.

@kevinmhoffman

COLLABORATION

HAPPENS WHEN THE WHOLE IS GREATER

THAN THE SUM.

@kevinmhoffman

REAL-TIME MEETINGS

CAN LEAD TO COLLABORATION.

Meetings are a bad idea, right?

USERS TEAM CLIENT LEADERSHIPOR

USERS

TEAMCLIENT

LEADERSHIPTEAM

USERS

BESTTHE

USERS

TEAMCLIENT

LEADERSHIPTEAM

USERS

Co-design

ALVIEN LEE | SINAI HOSPITAL

Co-design

JENNY GOLD | KAISER HEALTH NEWS

Co-design

@kevinmhoffman

ANYONE

ADDING VALUE IS

COLLABORATION.

Co-design

WIKICOMMONS

Working Alone

Not Co-design

Co-design

We aren’t sure how to prioritize our content in a responsive design.

“

STORY TITLE

STORY BYLINE

MANY SOCIAL MEDIA LOGOS

PHOTO, CREDIT, CAPTION

STORY RELATED/RECIRCULATED STORIES

ADVERTISING

MAILING LIST

STORY TITLE STORY BYLINE MANY SOCIAL MEDIA LOGOS

PHOTO, CREDIT, CAPTION

STORYRELATED/

RECIRCULATED STORIES

ADVERTISING MAILING LIST

TRADITIONAL COMPANY STRUCTURE

John P. Kotter, Accelerate, Harvard Business Review, November 2012

SMALL, CROSS-DISCIPLINARY TEAMS

FACILITATOR

STORY TITLESTORY TITLESTORY TITLESTORY TITLESTORY TITLESTORY TITLESTORY TITLE




LESS IMPORTANT

MORE IMPORTANT

WHAT WILL THEY DO WITH IT?WHO NEEDS IT?

4 different variations.

Design the Meetings

ARE DECISIONSNEEDED?

YES

NO

No meeting.

ARE DECISIONSNEEDED?

YES

LIST ALL THE DECISIONS

LIST ALL THE DECISIONS

IDENTIFY THE OWNERS

IDENTIFY THE OWNERS

INVITE THOSE WHO ADD VALUE

IDENTIFY THE OWNERS

DESIGN THE AGENDA

IDENTIFY THE OWNERS

DESIGN THE AGENDA

@kevinmhoffman

GREAT MEETINGS

START WITH CLEAR

OBJECTIVES.

@kevinmhoffman

PLAN MEETINGS

AROUND DECISIONS

NOT PEOPLE.

MAKING A DECISION at Webdagene

HOWMUCH

ICE CREAM?


THIS MUCH

ICE CREAM

HOWMUCH

ICE CREAM?


THIS MUCH

ICE CREAM

HOWMUCH

ICE CREAM?


THIS MUCH

ICE CREAM

HOWMUCH

ICE CREAM?


THIS MUCH

ICE CREAM

HOWMUCH

ICE CREAM?


DECISION POINT

NEWTOPIC

MAKING A DECISION by yourself

DECISION POINT

MAKING A DECISION in a group

NEWTOPIC

Management Ideas

TeamIdeas


WTF?

NEWTOPIC

Management Ideas

TeamIdeas

WTF?

WTF?

WTF?

WTF?

WTF?

WTF?


NEWTOPIC

Management Ideas

TeamIdeas

FTW!


NEWTOPIC

Management Ideas

TeamIdeas

DIVERGENT THINKING

CONVERGENT THINKING

Prioritize

Summarize

Agree

Use judgment

Make lists

Open discussion

Many perspectives

Suspend judgement

DIVERGENT THINKING

CONVERGENT THINKING

@kevinmhoffman

PEOPLE NEED TO BE

HEARD BEFORE THEY CAN

LISTEN.

@kevinmhoffman

ALWAYS

MAKE IDEAS BEFORE YOU TAKE IDEAS.

Plan outcomes

Give room for ideas to breathe

2WAYS TO

DESIGN MEETINGS

Mistakes will be made.

Mistakes will be made.

http://youtu.be/szr0ezLyQHY


DESIGNER

DEVELOPER

SUNGLASS PLANNER

PRODUCT MANAGER

DEVELOPER

SUNGLASS BUYER

CUSTOMER

CUSTOMER

CUSTOMERCUSTOMER

RESEARCHER

We have solid content and an idea but we aren’t sure how to get started.

“

The first content is always free.

The first content is always free.

DIRECTOR OF NEWS SERVICE

PROJECT MANAGER

REPORTER AND CONTENT DIRECTORPROJECT MANAGER

DEVELOPMENT DIRECTOR

DIRECTOR OF MEMBERSHIP OFFERSGRAPHIC DESIGNER

MOBILE DEVELOPER

AGENCY OWNER

PROJECT MANAGER

BUSINESS ANALYSTDEVELOPER

VICE PRESIDENT OF NEWS

DIRECTOR OF NEWS SERVICE

PROJECT MANAGER

REPORTER AND CONTENT DIRECTORPROJECT MANAGER

DEVELOPMENT DIRECTOR

DIRECTOR OF MEMBERSHIP OFFERSGRAPHIC DESIGNER

MOBILE DEVELOPER

AGENCY OWNER

PROJECT MANAGER

BUSINESS ANALYSTDEVELOPER

VICE PRESIDENT OF NEWSRESIDENT

RESIDENT

RESIDENT

RESIDENT

RESIDENT

RESIDENT

RESIDENT

BUILD A DESIGN TEST in 1 hour or less!

Individual Hypothesis

Discussion

Group Hypothesis10 min.



Discussion

Group Hypothesis10 min.



Discussion

Group Hypothesis10 min. 10 min.



Discussion


15 min.



Discussion


15 min.

30 min.

Product Statement !Complete the following two sentences. !!We believe that ____________________ has ______________________ ! (CUSTOMER) (PROBLEM) !and that ____________________ may solve this problem by ! (THIS SOLUTION) !____________________ and ____________________. (THIS ASPECT) (THAT ASPECT) !!We will know we have succeeded when !____________________ and/or ____________________ reaches _____________. (QUANTITATIVE MEASURE) (QUALITATIVE MEASURE) (LEVEL)

BASED ON THE BOOK LEAN UX BY GOTHELF & SEIDEN

DESIGN HYPOTHESIS…

Provide Access to Process

Introduce neutrality.

A FACILITATOR

Is neutral

Doesn’t evaluate or contribute ideas

Coordinates/manages the process

Selects questions and activities

A FACILITATOR

Sufficient domain knowledge including technology, content, workflow & culture

Conducts one-on-one interviews BEFORE the kickoff workshop

@kevinmhoffman

DESIGN TEAMS MUST

STOP USING MEETINGS

TO DO RESEARCH.

@kevinmhoffman

BECOME AN EXPERT.

THEN FACILITATE A PRODUCTIVE

CONVERSATION.

http://youtu.be/4xU-rJNgoWU

Don’t be bloody guy.


Todd Zenger, What is the Theory of Your Firm? Harvard Business Review, June 2013 | Illustration Copyright Disney, 1957

VISUAL AGENDA

The 24 hour circle represents the meeting length

Time-on-task is scaled against that length

Draw or write where everyone can see

Summarize and synthesize

Prepare visuals in advance

PUBLICRECORDING

@kevinmhoffman

CRITICAL IDEAS WILL

BE LOST IF YOU DON’T

ENGAGE VISUALLY.

@kevinmhoffman

VISUALLY

REPRESENT AGENDA,

CONFLICTS & KEY DECISIONS.

Neutral, informed facilitation

Use visuals for agendas, conflicts, decisions, and concepts

2WAYS TO PROVIDE ACCESS

TO PROCESS

Transparency About Risks

Transparency About Risks

“Digital SWAT Team Leader”

Chief Digital Officer, Harvard University

Boston, MA

Perry Hewitt

“Focus relentlessly.”

@kevinmhoffman

SHORTER &

MEASURABLE EXPERIMENTS

FOCUS ON RESULTS.

!Our initial customers will be ________________________. !The #1 value a customer gets out of our service is ________________________. !We will acquire a majority of our customers through ________________________. !Our primary competition is ________________________. !(We will beat them by ________________________.) !Our biggest risk is ________________________. !What assumptions do we hold that if proven wrong, could cause the product to fail? !1. ________________________ 2. ________________________ !3. ________________________ 4. ________________________

Ask everyone in the room these questions Write their answers on the wall.

Problem Exploration !We believe our customers have a need to ________________________. !This need can be solved with ________________________. !Our initial customers will be ________________________. !The #1 value a customer gets out of our service is ________________________. !We will acquire a majority of our customers through ________________________. !Our primary competition is ________________________. !(We will beat them by ________________________.) !Our biggest risk is ________________________. !What assumptions do we hold that if proven wrong, could cause the product to fail? !1. ________________________ 2. ________________________ !3. ________________________ 4. ________________________

Assume that discounts are a critical value proposition.

People don’t care about content.

Rapid acquisition - people cared about the content, but

No conversion - not a single user became a member

2KEY FINDINGS

People do care about the content. Yay!

Discounts are not sufficient to initiate membership. Um…

People do care about the content. Yay!

We’d only used

of the project budget.2 %5

@kevinmhoffman

OBSERVATIONS &

METRICS ARE STRATEGY

SIGNPOSTS.

Transparency About Outcomes

http://kevinmh.co/m/7h

Open weekly meeting

Share interesting data points

Changed direction on current projects

Lead to new features and even products

Data Nerd Lunch

“Sharing is influence.”

Focuses interest

Changes culture2ASPECTS TO

TRANSPARENCY

Co-designed

Designed Meetings

Access to Process

Transparency About Risks & Outcomes

3BUILDING

BLOCKS of CO-DESIGN

You are a guide for doing this better.

Be deliberate. Play together.

Thank you!

@kevinmhoffman

sevenheadsdesign.com

kevinmhoffman.com

Presentations & Public Speaking

Kevin Hoffmann: Co-Designing Content