Understanding Goals and Requirements
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The fifth class of a 15 week course in Information Architecture taught at Parsons, the New School for Design. Topics include: Putting the Why before the what and the what before the how. The ...

The fifth class of a 15 week course in Information Architecture taught at Parsons, the New School for Design. Topics include: Putting the Why before the what and the what before the how. The relationship of goals, requirements and features. How to deal with needed research and data as a requirement.

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Understanding Goals and Requirements Presentation Transcript

  • 1. Class 5: Understanding Goals & RequirementsInstructor: Abby Covert
  • 2. Last Class we... 2
  • 3. Last Class we...• Introduced the topics ‘scope’ and ‘stake’ 2
  • 4. Last Class we...• Introduced the topics ‘scope’ and ‘stake’• Discussed the impact of assumption based scoping 2
  • 5. Last Class we...• Introduced the topics ‘scope’ and ‘stake’• Discussed the impact of assumption based scoping• Discussed the needs of (stake)makers and stakeholders 2
  • 6. Last Class we...• Introduced the topics ‘scope’ and ‘stake’• Discussed the impact of assumption based scoping• Discussed the needs of (stake)makers and stakeholders• Learned about types of goals (directional and specific) 2
  • 7. Last Class we...• Introduced the topics ‘scope’ and ‘stake’• Discussed the impact of assumption based scoping• Discussed the needs of (stake)makers and stakeholders• Learned about types of goals (directional and specific)• Workshopped continuums to express our directional goals for the semester 2
  • 8. Last Class we...• Introduced the topics ‘scope’ and ‘stake’• Discussed the impact of assumption based scoping• Discussed the needs of (stake)makers and stakeholders• Learned about types of goals (directional and specific)• Workshopped continuums to express our directional goals for the semester• Assigned group homework that is due today! 2
  • 9. Last Class we...• Introduced the topics ‘scope’ and ‘stake’• Discussed the impact of assumption based scoping• Discussed the needs of (stake)makers and stakeholders• Learned about types of goals (directional and specific)• Workshopped continuums to express our directional goals for the semester• Assigned group homework that is due today!• Assigned workshop prep homework individually around specific goals, which we will use today 2
  • 10. Homework Share 3
  • 11. Homework Share• Each team will have 5 minutes to present their continuums to the class. 3
  • 12. Pop Quiz:Attaching measurementto make specific goals 4
  • 13. Specific Goals should beS.M.A.R.T so you know if you are going in the right direction q Specific q Measurable q Achievable q Relevant q Time bound
  • 14. Finding the right measuresIf you have a question about Examples to be looking at…If something is effective Completion ratesWhether something is findable Speed to findPeople’s Expectations Bounce Rates & Time on SiteSatisfaction Interviews, Surveys, Ask Sales and CSRsIs enough Information provided? Are people clicking to further information consistently?Are people using the path as designed? Click path data(Courtesy of Richard Dalton)
  • 15. Two Goal Mad Libs:<Increase, Decrease or Establish>_______ by ____% over the next_______ as measured by ______.<Increase, Decrease or Establish>_______ with <audience> over thenext _______ as measured by ______.
  • 16. Workshop AssignmentAttaching measurementto make specific goals 8
  • 17. Example: mapping SpecificGoals to directional goals Measure Measure Engagement Conversion 5 4 3 2 1 0 1 2 3 4 5 6 Month Today Goal – Establish an average time on site with our loyalty users of 2+ minutes (matching industry standards for news sites) – Increase the likelihood of loyalty users to click on secondary materials from 10% to 20% through better content tagging and human curation
  • 18. Workshop Time!Spend the next 40 minutes sharing your specificmeasurable goals with your group. Put them in agoogle document.Each must be: q Specific q Measurable q Achievable q Relevant q Time bound q & ladder up to a directional goal 10
  • 19. What time is it? 11
  • 20. What time is it? 11
  • 21. I am aninformationarchitectI intend to because I believemake the unclear clear everything is complexput the what architecture framesbefore the how problems, design solves themfacilitate understanding understanding isorganize meaning, always good but it iscreate clarity and equally important toestablish truth not understand support goals, makers clarity is a and users prerequisite of truthby: Abby Covert & Dan Klyn 12
  • 22. I am aninformationarchitectI intend to because I believemake the unclear clear everything is complexput the what architecture framesbefore the how problems, design solves themfacilitate understanding understanding isorganize meaning, always good but it iscreate clarity and equally important toestablish truth not understand support goals, makers clarity is a and users prerequisite of truthby: Abby Covert & Dan Klyn 12
  • 23. What is the What 13
  • 24. What as an adverb is Used to indicatean estimate or approximationWhat as a determiner means Askingfor information specifying something 14
  • 25. Why we need Change? Stakeholder Interviews Competitive Research Heuristic Evaluation Existing User Research What Are How will we doing? we do this?Touchpoint Mapping Workshop tools I use + Wireframes and Prototypes User Segmentation Workshop questions I help Functional Specifications Goal Setting Workshop Content Inventory Experience Brief Answer Who to When Are we Consider? Doing what? User Research Flow, Maps and Roadmaps Persona Development Scoping Workshop Collaborative Design Session 15
  • 26. Why we need Change? Stakeholder Interviews Competitive Research Heuristic Evaluation Existing User Research What Are How will we doing? we do this?Touchpoint Mapping Workshop tools I use + Wireframes and Prototypes User Segmentation Workshop questions I help Functional Specifications Goal Setting Workshop Content Inventory Experience Brief Answer Who to When Are we Consider? Doing what? User Research Flow, Maps and Roadmaps Persona Development Scoping Workshop Collaborative Design Session 15
  • 27. How is whatdifferent than how? 16
  • 28. Why we need Change? Stakeholder Interviews Competitive Research Heuristic Evaluation Existing User Research What Are How will we doing? we do this?Touchpoint Mapping Workshop tools I use + Wireframes and Prototypes User Segmentation Workshop questions I help Functional Specifications Goal Setting Workshop Content Inventory Experience Brief Answer Who to When Are we Consider? Doing what? User Research Flow, Maps and Roadmaps Persona Development Scoping Workshop Collaborative Design Session 17
  • 29. Why we need Change? Stakeholder Interviews Competitive Research Heuristic Evaluation Existing User Research What Are How will we doing? we do this?Touchpoint Mapping Workshop tools I use + Wireframes and Prototypes User Segmentation Workshop questions I help Functional Specifications Goal Setting Workshop Content Inventory Experience Brief Answer Who to When Are we Consider? Doing what? User Research Flow, Maps and Roadmaps Persona Development Scoping Workshop Collaborative Design Session 17
  • 30. Why =For what reason or purpose 18
  • 31. Why = For what reason or purpose What = An approximation for informationspecifying something 18
  • 32. Why = For what reason or purpose What = An approximation for informationspecifying something How = In what way or manner or by what means 18
  • 33. Why Because someone else has taken over ourbrand on social media 19
  • 34. Why Because someone else has taken over ourbrand on social media What We need a launch strategy for fall2010 that builds a strong baseline fan base on social media. Our target is moms and we know there is thepotential for millions based on other brands. 19
  • 35. Why Because someone else has taken over ourbrand on social media What We need a launch strategy for fall2010 that builds a strong baseline fan base on social media. Our target is moms and we know there is thepotential for millions based on other brands. How 19
  • 36. Why Because someone else has taken over our brand on social media What We need a launch strategy for fall 2010 that builds a strong baseline fan base on social media. Our target is moms and we know there is the potential for millions based on other brands. HowA photo sharing FB application focused onspreading happy pictures 19
  • 37. Why Because someone else has taken over our brand on social media What We need a launch strategy for fall 2010 that builds a strong baseline fan base on social media. Our target is moms and we know there is the potential for millions based on other brands. HowA photo sharing A t-shirt FB application giveaway focused on mechanismspreading happy pictures 19
  • 38. Why Because someone else has taken over our brand on social media What We need a launch strategy for fall 2010 that builds a strong baseline fan base on social media. Our target is moms and we know there is the potential for millions based on other brands. HowA photo sharing A t-shirt A bot that FB application giveaway detects non- focused on mechanism faces andspreading happy flags them for pictures moderation 19
  • 39. Why Because someone else has taken over our brand on social media What We need a launch strategy for fall 2010 that builds a strong baseline fan base on social media. Our target is moms and we know there is the potential for millions based on other brands. HowA photo sharing A t-shirt A bot that Full Package FB application giveaway detects non- redesign focused on mechanism faces and focused onspreading happy flags them for “happy” pictures moderation 19
  • 40. Why Because someone else has taken over our brand on social media What We need a launch strategy for fall 2010 that builds a strong baseline fan base on social media. Our target is moms and we know there is the potential for millions based on other brands. HowA photo sharing A t-shirt A bot that Full Package A TV FB application giveaway detects non- redesign Commercial focused on mechanism faces and focused on mentioning thespreading happy flags them for “happy” social media pictures moderation links 19
  • 41. when whatis before why 20
  • 42. Everyone feels aloss of satisfaction 21
  • 43. Everyone feels aloss of satisfactionUsersatisfaction 21
  • 44. Everyone feels aloss of satisfactionUser Stakeholdersatisfaction Satisfaction 21
  • 45. Everyone feels aloss of satisfactionUser Stakeholder MAKERsatisfaction Satisfaction Satisfaction 21
  • 46. when how isbefore what 22
  • 47. Spray-n-Pray 23
  • 48. A simple way to think aboutWhy, What & How in the right order 24
  • 49. Goal Vs.Requirement vs. Feature 25
  • 50. Goal 26
  • 51. Goal (Defines Why) An aim or desired result 26
  • 52. Goal (Defines Why) An aim or desired resultRequirement Requirement (Defines what) A thing that is needed or wanted, or compulsory 26
  • 53. Goal (Defines Why) An aim or desired resultRequirement Requirement (Defines what) A thing that is needed or wanted,Feature Feature Feature Feature or compulsoryFeature Feature Feature Feature (Defines how) A distinctive attribute orFeature Feature Feature Feature aspect of somethingFeature Feature Feature Feature 26
  • 54. Goal 27
  • 55. Goal (Defines Why) Take back social media for brand 27
  • 56. Goal (Defines Why) Take back social media for brandRequirement Requirement (Defines what) A social media launch strategy 27
  • 57. Goal (Defines Why) Take back social media for brandRequirement Requirement (Defines what) A social media launch strategyFeature Feature Feature FeatureFeature Feature Feature Feature (Defines how) A facebook applicationFeature Feature Feature FeatureFeature Feature Feature Feature 27
  • 58. The many faces of a requirement: • Potential New stuff/processes that could help to reach goals • Existing stuff/processes that will need to be taken care of or changed to reach goals • Communication efforts needed to support goals • Research that is still needed • Data that is still needed 28
  • 59. Example Requirements • Potential New stuff/processes: A custom facebook app with Moderation team to manage the flow of entries. A giveaway mechanism with a randomizer. A TV commercial. A Magazine ad. • Existing stuff/processes: Redesign of packaging and corporate site structure to accommodate social media initiative. • Communication efforts: Press release on the effort to increase awareness. Media buy for new TV spot and Magazine ads. Social media team to respond to user comments. • Research: How to get non-faces rejected? What kind of apps did “Moms” enjoy and respond to? • Data: baseline on # of social media followers of like (but not competitive) brands 29
  • 60. Homework• As a group: Document requirements for meeting your goals. – What is potential new stuff? – What is the old stuff? How must it be changed? – What will need to be communicated? – What research is still needed? – What data is still needed?• Please submit your group homework by 6 PM Monday October 15 via email• Each of you should additionally come to the next class with a list of 20 (yes, 20) feature ideas based on your requirements.• (Note: it may be best to designate areas for each group member to explore, it will save you time in the next assignment) 30
  • 61. Questions?CovertA@newschool.edu @ Abby_The_IA www.Abbytheia.com