Design ThinkingMoving from Content to Platform                         Hacks and Hackers                 CUNY School Of Jo...
Exercise 1Please read:  http://www.nytimes.com/2006/04/16/           arts/16carney.html
CONTENTSWhat is a platform?Design thinking  User Centered Design  User researchDesign process at YouTubeCase Study: Knight...
Exercise 2Content                Platform
CONTENT                             PLATFORM• information                        • tools• entertainment                   ...
USER CENTERED DESIGN                                         Design PhaseAnalysis Phase                           Begin to...
YOUTUBE DESIGN PROCESSHTTP://WWW.NYTIMES.COM/2006/04/16/ARTS/            16CARNEY.HTML   HTTP://WWW.YOUTUBE.COM/WATCH?V=GC...
TOOLS & METHODSGOOGLE ANALYTICS         METAPHOR                         BRAINSTORMINGSILVERBACK APP                      ...
USABILITY LAB STUDYHTTP://WWW.YOUTUBE.COM/WATCH?V=ESUFSI7BPU4
RESOURCESDonʼt Make me Think                      UI Design Pattern LibrariesObserving the User Experience               Y...
Exercise 3 What do you want to get out of thevisiting the Knight Foundation website?
JENNY’S FEEDBACKif i want to go to knighti want to sign up and follow via twitter/facebook/emaili want to keep Informed in...
KNIGHT SITE CASE STUDYDesign Process                            Build Wireframe   Interview users and stakeholders       S...
WHY PLATFORMS FAIL1. Users are not aware of it2. Users don’t understand how it works3. Users are not motivated. Don’t care...
SUMMARYObserver users                  Watch out for emergent behavior   Ethnography                    Usability testing ...
JAWED KARIMThere were a number of iterations and very critical   anticipated that people would use PayPal on eBayinsights ...
Thanks you!Let’s have a Discussion                    Hacks and Hackers            CUNY School Of Journalism              ...
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Content to Platform

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  • Content to Platform

    1. 1. Design ThinkingMoving from Content to Platform Hacks and Hackers CUNY School Of Journalism Hong Qu @hqu June 14, 2011
    2. 2. Exercise 1Please read: http://www.nytimes.com/2006/04/16/ arts/16carney.html
    3. 3. CONTENTSWhat is a platform?Design thinking User Centered Design User researchDesign process at YouTubeCase Study: Knight site redesignWhat makes a good platform?
    4. 4. Exercise 2Content Platform
    5. 5. CONTENT PLATFORM• information • tools• entertainment • interactive• stories • real-time• static • different roles• one directional passive consumer• audience engaged• broadcast model contributor ◦ one to many admin ◦ star to fan • production cost• consumption • peer to peer model• product cost many to many• producers are selected by expert • producers emerge base on metrics
    6. 6. USER CENTERED DESIGN Design PhaseAnalysis Phase Begin to brainstorm design concepts and metaphorsLook at competitive products Develop screen flow and navigation modelCreate user profiles Do walkthroughs of design conceptsDevelop a task analysis Begin design with paper and pencilDocument user scenarios Create low-fidelity prototypesDocument user performance requirements Conduct usability testing on low-fidelity prototypes Create high-fidelity detailed design Deployment Phase Deployment Phase Use surveys to get user feedback Conduct field studies to get info about actual use Check objectives using usability testingUSABILITY PROFESSIONALS ASSOCIATION UC BERKELEY UI DESIGN CLASS
    7. 7. YOUTUBE DESIGN PROCESSHTTP://WWW.NYTIMES.COM/2006/04/16/ARTS/ 16CARNEY.HTML HTTP://WWW.YOUTUBE.COM/WATCH?V=GCQZRNFCZUA HTTP://WWW.SLIDESHARE.NET/HONGQU/QUICKLIST-DESIGN-PROCESS
    8. 8. TOOLS & METHODSGOOGLE ANALYTICS METAPHOR BRAINSTORMINGSILVERBACK APP QUORAOMNIGRAFFLE 5 SECOND TESTETHNOGRAPHY CAFE STUDY (CONTEXTUAL INQUIRY)DIARY STUDY
    9. 9. USABILITY LAB STUDYHTTP://WWW.YOUTUBE.COM/WATCH?V=ESUFSI7BPU4
    10. 10. RESOURCESDonʼt Make me Think UI Design Pattern LibrariesObserving the User Experience Yahoo pattern libraryElements of the User Experience Welie interaction patternsDesigning for the Social Web Ideo Method CardsAbout Face 3 IxDAAmbient Findability UPASketching the User Experience CaptologyDesign of Everyday Things HTTP://WWW.SLIDESHARE.NET/HONGQU/UX-TOOLS
    11. 11. Exercise 3 What do you want to get out of thevisiting the Knight Foundation website?
    12. 12. JENNY’S FEEDBACKif i want to go to knighti want to sign up and follow via twitter/facebook/emaili want to keep Informed in the space i am in whether community/newsi think someone visiting should be like"knight knows what is going on. isplugged in”so i think it should be like maybe "this is what we are seeing"
    13. 13. KNIGHT SITE CASE STUDYDesign Process Build Wireframe Interview users and stakeholders Site Map Competitive analysis User testing with wireframe User modeling Visual design Personals and scenarios Implementation Critical path for each user Type User testing with working prototype Task analysis Log traffic analysis Log traffic analysis
    14. 14. WHY PLATFORMS FAIL1. Users are not aware of it2. Users don’t understand how it works3. Users are not motivated. Don’t care aboutachieving that goal.
    15. 15. SUMMARYObserver users Watch out for emergent behavior Ethnography Usability testing Metaphors Content analysis Competitive analysis Traffic log analysisGain insight into their goals (Re)design features users want Diary study Paper prototype Personas Cafe tests Task analysis A/B and percentage tests
    16. 16. JAWED KARIMThere were a number of iterations and very critical anticipated that people would use PayPal on eBayinsights which were only possible due to real- —it’s something we had never thought of.world usage. Again, these insights are not ones you But then as it really kind of exploded, we saw, ‘Ohcan gain inside the laboratory. wait, this is actually the best usage scenario, so we’re going to go support it’—you know, changeFor example, I remember at PayPal, initially it was our product in support of that pattern.a mobile payment service where you could beammoney between cell phones. I think that attracted Same with YouTube. Initially, we did know that it—the total number of users was 5,000 ever, and it was going to be a video-sharing product, but itwas shut down in early 2000 and we decided to go wasn’t clear in what space it was going to be. Sowith the Web site instead. And, of course, the way initially, it had more of a dating focus, which didn’tPayPal ended up succeeding was with that really end up being very popular, and then we hadamazing synergy between PayPal and eBay. to expand the concept to make it more broad.That’s where PayPal really took off. But Iremember the first instances when PayPal userswere posting PayPal links on eBay, the reactionfrom PayPal business development was, ‘What thehell are these guys doing?’—like, ‘Close theiraccounts, we can’t have this!’ Because we had not HTTP://WWW.TCBMAG.COM/PEOPLECOMPANIES/PEOPLEANDCOMPANIES/106531P3.ASPX
    17. 17. Thanks you!Let’s have a Discussion Hacks and Hackers CUNY School Of Journalism Hong Qu @hqu June 14, 2011

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