AIGA -- Design for An Exploding World -- Oct 22, 2009

Design for an Exploding World Find Your Meaning, Dig the Data & Adapt Page © 2008 Razorfish. All rights reserved. AIGA “Small Talks, Big Ideas” – San Jose State University 10/22/2009 Razorfish -- Marisa Gallagher, VP User Experience

CHAOS

The designer's world has entered a constant state of change.

Dealing with the Chaos:

1. FIND – your meaning to the world

2. DIG – into the data to know more

3. ADAPT – get on with it and learn

1. FIND (your meaning)

Your brand means something, even if your advertising doesn’t.

What Does Your Brand Mean to Your Customer?

Questions to Ask:

What is its cultural significance?

Does it represent any archetype or icon?

Why do your customers like it, love it, fear it, hate it, use it?

What does it say about them – in what context do they use it?

What is its “shared shorthand”?

First -- Go Broad Explore the cultural archetypes and concepts related to a product category or larger industry. Create mood boards and word lists of what you find. Then – Get Specific Do a competitive audit of how others are using archetypes and cultural elements. Look for holes, gaps, and saturation points. Page © 2009 Razorfish. All rights reserved. How to Use The Questions?

Coke: “Click-snap, Ahhhhhhhh.” Branding the sound of refreshment. Competitive Audit

Snapple: “We found better stuff!” Purveyors of momentary, exotic amusement and chance discovery. Competitive Audit

Y water: a “new” concept in children’s beverages. A magic potion is a special bottle to transform our kids and the industry. Competitive Audit

2. DIG (into the data)

Become channel fluent.

Know how and where to reach your audience.

Yet, Choose Your Channel Wisely Mass + Passive Channels COMMUNICATION Personal + Interactive Channels PARTICIPATION immersive storytelling location specific ritual, socializing, familiarity connected, tailored, dynamic striking play Page © 2009 Razorfish. All rights reserved.

And Digging . . . Qualitative Research Quantitative Research Good at:

Context, human texture, semantics, subjectivity

Definitive conclusions, clear measures, objectivity

Typical set-up:

Often in person, observation and discussion-oriented, even with task completion

Often remote, test plan structured around clear objective responses without ambiguity (yes/no, multiple choice, success/failure)

Provides:

The why, why not, where not, when not

The what, how much, when, where

Downfall:

Directionality can be skewed by sample size, personalities

Can be looking at the wrong measures.

Sample Size

8-12 provide directionality/patterns

100+ (technically 30, but numbers normalize better above 100)

Examples

Ethnographic studies

One-on-one interviews

Lab-style usability tests

Focus groups

Card sorting (in person)

Mouse-and-click-path tracking

Multivariate testing

Self-directed remote usability testing

Analytics + search log tracking

Surveys

Card sorting (remote)

3. ADAPT (and learn)

Put it out there (and listen) before it puts you out of business.

Get the Feedback Loop Going

Get Your Advocates Energized

Just Do It, Even if You’re Not Nike

Go Cheap: Don’t Build, Don’t Buy

Get Responsive Before It’s Too Late

Dealing with the Chaos:

1. FIND – your meaning to the world

2. DIG – into the data to know more

3. ADAPT – get on with it and learn

Thank You

Razorfish

Marisa Gallagher, VP User Experience

[email_address] twitter.com/marisagallagher

AIGA -- Design for An Exploding World -- Oct 22, 2009

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