Class 5: Understanding    Goals & RequirementsInstructor: Abby Covert
Last Class we...                   2
Last Class we...• Introduced the topics ‘scope’ and ‘stake’                                              2
Last Class we...• Introduced the topics ‘scope’ and ‘stake’• Discussed the impact of assumption based scoping             ...
Last Class we...• Introduced the topics ‘scope’ and ‘stake’• Discussed the impact of assumption based scoping• Discussed t...
Last Class we...• Introduced the topics ‘scope’ and ‘stake’• Discussed the impact of assumption based scoping• Discussed t...
Last Class we...• Introduced the topics ‘scope’ and ‘stake’• Discussed the impact of assumption based scoping• Discussed t...
Last Class we...• Introduced the topics ‘scope’ and ‘stake’• Discussed the impact of assumption based scoping• Discussed t...
Last Class we...• Introduced the topics ‘scope’ and ‘stake’• Discussed the impact of assumption based scoping• Discussed t...
Homework Share                 3
Homework Share• Each team will have 5 minutes to present their  continuums to the class.                                  ...
Pop Quiz:Attaching measurementto make specific goals                         4
Specific Goals should beS.M.A.R.T so you know if you are going in the right direction         q Specific         q Measur...
Finding the right measuresIf you have a question about             Examples to be looking at…If something is effective    ...
Two Goal Mad Libs:<Increase, Decrease or Establish>_______ by ____% over the next_______ as measured by ______.<Increase, ...
Workshop AssignmentAttaching measurementto make specific goals                         8
Example: mapping SpecificGoals to directional goals  Measure                                                 Measure Engag...
Workshop Time!Spend the next 40 minutes sharing your specificmeasurable goals with your group. Put them in agoogle document...
What time is it?                   11
What time is it?                   11
I am aninformationarchitectI intend to                  because I believemake the unclear clear       everything is comple...
I am aninformationarchitectI intend to                  because I believemake the unclear clear       everything is comple...
What is the What                   13
What as an adverb is Used to indicatean estimate or approximationWhat as a determiner means Askingfor information specifyi...
Why we need                                                 Change?                                Stakeholder Interviews ...
Why we need                                                 Change?                                Stakeholder Interviews ...
How is whatdifferent than how?                      16
Why we need                                                 Change?                                Stakeholder Interviews ...
Why we need                                                 Change?                                Stakeholder Interviews ...
Why =For what reason   or purpose                  18
Why = For what reason    or purpose      What =  An approximation   for informationspecifying something                   ...
Why = For what reason    or purpose      What =  An approximation   for informationspecifying something       How =  In wh...
Why Because someone else  has taken over ourbrand on social media                        19
Why Because someone else  has taken over ourbrand on social media             What We need a launch strategy for fall2010 ...
Why Because someone else  has taken over ourbrand on social media             What We need a launch strategy for fall2010 ...
Why                   Because someone else                    has taken over our                  brand on social media   ...
Why                     Because someone else                      has taken over our                    brand on social me...
Why                     Because someone else                      has taken over our                    brand on social me...
Why                     Because someone else                      has taken over our                    brand on social me...
Why                     Because someone else                      has taken over our                    brand on social me...
when whatis before why                20
Everyone feels aloss of satisfaction                       21
Everyone feels aloss of satisfactionUsersatisfaction                       21
Everyone feels aloss of satisfactionUser           Stakeholdersatisfaction   Satisfaction                              21
Everyone feels aloss of satisfactionUser           Stakeholder    MAKERsatisfaction   Satisfaction   Satisfaction         ...
when how isbefore what              22
Spray-n-Pray               23
A simple way to  think aboutWhy, What & How  in the right     order                  24
Goal    Vs.Requirement    vs.  Feature              25
Goal       26
Goal   (Defines Why)       An aim or desired       result                       26
Goal              (Defines Why)                            An aim or desired                            resultRequirement ...
Goal                    (Defines Why)                                        An aim or desired                            ...
Goal       27
Goal   (Defines Why)       Take back social       media for brand                          27
Goal              (Defines Why)                            Take back social                            media for brandRequ...
Goal                    (Defines Why)                                        Take back social                             ...
The many faces of a requirement: • Potential New stuff/processes that could help to reach    goals • Existing stuff/proces...
Example Requirements •   Potential New stuff/processes: A custom facebook app with     Moderation team to manage the flow o...
Homework• As a group: Document requirements for meeting your goals.     –   What is potential new stuff?     –   What is t...
Questions?CovertA@newschool.edu    @ Abby_The_IA  www.Abbytheia.com
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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 relationship of goals, requirements and features. How to deal with needed research and data as a requirement.

Understanding Goals and Requirements

  1. 1. Class 5: Understanding Goals & RequirementsInstructor: Abby Covert
  2. 2. Last Class we... 2
  3. 3. Last Class we...• Introduced the topics ‘scope’ and ‘stake’ 2
  4. 4. Last Class we...• Introduced the topics ‘scope’ and ‘stake’• Discussed the impact of assumption based scoping 2
  5. 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. 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. 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. 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. 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. 10. Homework Share 3
  11. 11. Homework Share• Each team will have 5 minutes to present their continuums to the class. 3
  12. 12. Pop Quiz:Attaching measurementto make specific goals 4
  13. 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. 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. 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. 16. Workshop AssignmentAttaching measurementto make specific goals 8
  17. 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. 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. 19. What time is it? 11
  20. 20. What time is it? 11
  21. 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. 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. 23. What is the What 13
  24. 24. What as an adverb is Used to indicatean estimate or approximationWhat as a determiner means Askingfor information specifying something 14
  25. 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. 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. 27. How is whatdifferent than how? 16
  28. 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. 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. 30. Why =For what reason or purpose 18
  31. 31. Why = For what reason or purpose What = An approximation for informationspecifying something 18
  32. 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. 33. Why Because someone else has taken over ourbrand on social media 19
  34. 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. 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. 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. 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. 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. 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. 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. 41. when whatis before why 20
  42. 42. Everyone feels aloss of satisfaction 21
  43. 43. Everyone feels aloss of satisfactionUsersatisfaction 21
  44. 44. Everyone feels aloss of satisfactionUser Stakeholdersatisfaction Satisfaction 21
  45. 45. Everyone feels aloss of satisfactionUser Stakeholder MAKERsatisfaction Satisfaction Satisfaction 21
  46. 46. when how isbefore what 22
  47. 47. Spray-n-Pray 23
  48. 48. A simple way to think aboutWhy, What & How in the right order 24
  49. 49. Goal Vs.Requirement vs. Feature 25
  50. 50. Goal 26
  51. 51. Goal (Defines Why) An aim or desired result 26
  52. 52. Goal (Defines Why) An aim or desired resultRequirement Requirement (Defines what) A thing that is needed or wanted, or compulsory 26
  53. 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. 54. Goal 27
  55. 55. Goal (Defines Why) Take back social media for brand 27
  56. 56. Goal (Defines Why) Take back social media for brandRequirement Requirement (Defines what) A social media launch strategy 27
  57. 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. 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. 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. 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. 61. Questions?CovertA@newschool.edu @ Abby_The_IA www.Abbytheia.com
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