Art Vs Science & Evidence Based Design

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Last year, I gave a talk at MeshU here in Toronto on bridging the gap between art & science through an approach called Evidence Based Design. Here's a slightly revised version of the presentation.

I posted a writeup on our company's blog: http://www.teehanlax.com/blog/2010/01/20/the-art-science-of-evidence-based-design/

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Art Vs Science & Evidence Based Design

  1. 1. The Art & Science of Evidence-Based Design Prepared for Client July 9th, 2009 Friday, January 22, 2010
  2. 2. You asked: How do you bridge art & science to recommend a web site design? 2 Friday, January 22, 2010
  3. 3. You asked: How do you bridge art & science to recommend a web site design? 2 Friday, January 22, 2010
  4. 4. Art Science 3 Friday, January 22, 2010
  5. 5. Art Science Focus look and feel architecture 3 Friday, January 22, 2010
  6. 6. Art Science Focus look and feel architecture Method intuition investigation 3 Friday, January 22, 2010
  7. 7. Art Science Focus look and feel architecture Method intuition investigation Validation subjective testing, metrics 3 Friday, January 22, 2010
  8. 8. Science Art Focus look and feel architecture Method intuition investigation Validation subjective testing, metrics 3 Friday, January 22, 2010
  9. 9. Science Art Deterministic Open-Ended 4 Friday, January 22, 2010
  10. 10. “ A good experience is rich, something worth exploring, telling others about, and experiencing again. It's overdetermined - or holistic - or integrated. And being integrated makes it (often) hard to explain, since one can't truly reduce an integrated whole to a simple cause.” Mark Hurst 5 Friday, January 22, 2010
  11. 11. Science Art Deterministic Open-Ended 6 Friday, January 22, 2010
  12. 12. Science Art Deterministic Open-Ended 6 Friday, January 22, 2010
  13. 13. Science Art Deterministic Evidence-based Open-Ended 6 Friday, January 22, 2010
  14. 14. Friday, January 22, 2010
  15. 15. Evidence-based medicine “The conscientious, explicit and judicious use of current best evidence in making decisions about the care of individual patients” Sackett et al. 1996 Friday, January 22, 2010
  16. 16. define design build 9 Friday, January 22, 2010
  17. 17. define design build 9 Friday, January 22, 2010
  18. 18. Evidence-based design define design build 9 Friday, January 22, 2010
  19. 19. Evidence-based design define design build 9 Friday, January 22, 2010
  20. 20. Evidence-based design define design build 9 Friday, January 22, 2010
  21. 21. Our approach 10 Friday, January 22, 2010
  22. 22. Our approach 10 Friday, January 22, 2010
  23. 23. Our approach investigate, explore 10 Friday, January 22, 2010
  24. 24. Our approach investigate, explore prioritize, refine 10 Friday, January 22, 2010
  25. 25. research analysis sketching IA concepts templates prototypes code analytics A/B testing Define Design Build Optimize 11 Friday, January 22, 2010
  26. 26. research analysis sketching IA concepts templates prototypes code analytics A/B testing Define Design Build Optimize investigate 11 Friday, January 22, 2010
  27. 27. research analysis sketching IA concepts templates prototypes code analytics A/B testing Define Design Build Optimize investigate experiment, explore 11 Friday, January 22, 2010
  28. 28. research analysis sketching IA concepts templates prototypes code analytics A/B testing Define Design Build Optimize investigate experiment, explore validate 11 Friday, January 22, 2010
  29. 29. thestar.com 12 Friday, January 22, 2010
  30. 30. Design inputs 3rd party research: Business requirements relevant scholarship, Forrester based on stakeholder reports, professional community, interviews client-sponsored studies, analysis Brief Ongoing collaboration: Current architecture, working sessions, reviews design, technology Site Analytics Demographic, psychographic data Heuristic Review Competitive analysis: best practices, emerging trends Anecdotal Evidence Design Patterns inside, outside and beyond competitive set 13 Friday, January 22, 2010
  31. 31. At a minimum, we need: Demographics, psychographics, behavioural profiles for target users Concrete analysis of current experience: what is and isnʼt working today Business goals, needs, requirements (functional, non-functional) + domain knowledge W N E Competitive landscape: positioning with respect S to, best practices, recent innovations, trends 14 Friday, January 22, 2010
  32. 32. Inputs become evidence when they are... Durable Actionable Impactful c.f. Subject to Change 15 Friday, January 22, 2010
  33. 33. Aggregate, organize, share 16 Friday, January 22, 2010
  34. 34. Find corroborating data Decline of daily newspapers Rise of the internet Source: Gallup, Dec 2008 17 Friday, January 22, 2010
  35. 35. Find corroborating data Proliferation of blogs Proliferation of aggregators Source: Forrester, June 2008 17 Friday, January 22, 2010
  36. 36. Find corroborating data Carr calls this trend “unbundling” The publisher’s goal [in print] is to make the entire package as attractive as possible to a broad set of readers and advertisers. The newspaper as a whole is what matters, and as a product it’s worth more than the sum of its parts. When a newspaper moves online, the bundle falls apart. Readers don’t flip through a mix of stories, advertisements, and other bits of content. They go directly to a particular story that interests them, often ignoring everything else. Source: The Big Switch (Carr 2008) 17 Friday, January 22, 2010
  37. 37. Find corroborating data CNN’s Backstory NY Times’ Topics Adrian Holovaty’s Everyblock.com 17 Friday, January 22, 2010
  38. 38. Build narratives More templates & more flexible Make it more templates adaptable and responsive Let me create editors custom content packages executives sales What we hear: give us flexibility 18 Friday, January 22, 2010
  39. 39. Create focusers G o rdo n Ma rc u s Natalie Personas Design Principles Primary, Secondary, Tertiary/Anti Always be About Now; Own Local; Go Beyond the Story; Spark Conversations 19 Friday, January 22, 2010
  40. 40. Marcus Jawai Tertiary/anti persona Marcus is a single, 29-year-old independent Recently, he has been noticing a slow-down in clothing store owner and designer living and business. He’s worried about the economy and working in downtown Toronto. has started to pay more attention to business news online and on TV. Naturally inclined to stay on top of style, he monitors fashion and design blogs for Marcus feels that the current political, social inspiration and entertainment. In 2008, Marcus and technological climate is an exciting time to spent a lot of his time online following the US be in. Though he faces the stresses of a small Presidential race. Marcus became interested in business owner, he maintains positive and following the Obama campaign through various upbeat. media sites, most notably CNN.com Design Implications • Watch out for Marcus! His eclectic and idiosyncratic online habits make him tough to predict and please. • Marcus wants to be in control—he uses blogs, aggregators, and other metafilters to source information • Likes to “snack” on selective information: will impulsively drop into an article and scan for details, then move on • Marcus will consume content more thoroughly if it appeals directly to his interests (e.g. style sa blog, special report on economy and small businesses in Toronto) m • It’s about serendipity with Marcus, so promoting this becomes key. pl • Advanced tools (e.g. personalization) aren’t necessarily going to appeal to Marcus. e 20 Friday, January 22, 2010
  41. 41. Design Principles 1. Always be about now “No matter where I am in the site, Iʼm always in touch with whatʼs happening right now.” 2. Own local “thestar.com is my cityʼs news site. If itʼs happening in the GTA, thereʼs no reason to go anywhere else.” 3. Go beyond the story “This site gives me more than just the news. Itʼs constantly wowing me with new ways to see, understand and engage my world.” 4. Spark conversations “The Star connects me to my community and interesting people across Canada” sa m pl e 21 Friday, January 22, 2010
  42. 42. 22 Friday, January 22, 2010
  43. 43. Prototype and assess 1024 PX Your Edition: Toronto change! -11 C° Full weather forecast! Traf c! WHEELS HEALTHZONE YOUR HOME PARENTCENTRAL TORONTO.COM Search NEWS OPINION BUSINESS SPORTS ENTERTAINMENT LIVING TRAVEL MEDIA Autos Careers Real Estate Deaths Classi eds | More! HOT TOPICS: Budget 2009 York Strike Flight 1549 Oscars 2009 Turmoil in Sri Lanka | More Topics ! Current news Visual news Most popular Timeline Last updated 3 minutes ago Australian Wild res break out Maple Leafs practice in High Park Oscars 2009 Toronto Beach Coyote Spring break warning issued Advertisement 23 Friday, January 22, 2010
  44. 44. Prototype and assess Complex Critical 24 Friday, January 22, 2010
  45. 45. Prototype and assess e yp Complex t to Pro Critical 24 Friday, January 22, 2010
  46. 46. Identify gaps 25 Friday, January 22, 2010
  47. 47. Identify gaps www.imgspark.com 26 Friday, January 22, 2010
  48. 48. Identify gaps do A/B testing 27 Friday, January 22, 2010
  49. 49. Quick recap ‣ Evidence-based design goal: research informs design decisions ‣ Our process funnels research into multiple iterations of exploration and refinement ‣ Inputs becomes evidence when they are durable, actionable and impactful ‣ Prototype and test critical/complex interactions ‣ A/B/multivariate test to optimize 28 Friday, January 22, 2010
  50. 50. “ A good experience is rich, something worth exploring, telling others about, and experiencing again. It's overdetermined - or holistic - or integrated. And being integrated makes it (often) hard to explain, since one can't truly reduce an integrated whole to a simple cause.” Mark Hurst 29 Friday, January 22, 2010
  51. 51. Thanks. Friday, January 22, 2010

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