Design for an Exploding World Find Your Meaning, Dig the Data & Adapt Page    © 2008 Razorfish. All rights reserved. AIGA ...
<ul><li>CHAOS </li></ul><ul><li>The designer's world has entered a constant state of change. </li></ul>Page    © 2009 Razo...
 
 
Page    © 2009 Razorfish. All rights reserved.
Page    © 2009 Razorfish. All rights reserved.
<ul><li>Dealing with the Chaos: </li></ul><ul><li>1. FIND –  your meaning to the world </li></ul><ul><li>2. DIG –  into th...
<ul><li>1. FIND (your meaning) </li></ul><ul><li>Your brand means something, even if your advertising doesn’t. </li></ul>P...
What Does Your Brand Mean to Your Customer? <ul><li>Questions to Ask: </li></ul><ul><li>What is its cultural significance?...
First -- Go Broad Explore the cultural archetypes and concepts related to a product category or larger industry. Create mo...
Page    © 2009 Razorfish. All rights reserved. Beverage Culture in Pictures . . .
Page    © 2008 Razorfish. All rights reserved. Beverage Culture in Words . . .
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 indust...
<ul><li>2. DIG (into the data) </li></ul><ul><li>Become channel fluent. </li></ul><ul><li>Know how and where to reach your...
Page    © 2009 Razorfish. All rights reserved. Old Media Is Maimed, Not Dead
Yet, Choose Your Channel Wisely Mass + Passive Channels COMMUNICATION Personal + Interactive Channels PARTICIPATION immers...
Page    © 2009 Razorfish. All rights reserved. Americans under 45 spend more time online than with other media Internet Kn...
Europeans over 25 like TV more than the Web, those over 45 like both radio and TV more than the Web Page    © 2009 Razorfi...
And Keep on Digging . . .  Page    © 2009 Razorfish. All rights reserved.
<ul><li>Page    © 2009 Razorfish. All rights reserved. </li></ul>And Digging . . .  Qualitative Research Quantitative Rese...
<ul><li>3. ADAPT (and learn) </li></ul><ul><li>Put it out there (and listen) before it puts you out of business. </li></ul...
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
<ul><li>Dealing with the Chaos: </li></ul><ul><li>1. FIND –  your meaning to the world </li></ul><ul><li>2. DIG –  into th...
Thank You <ul><li>Razorfish </li></ul><ul><li>Marisa Gallagher, VP User Experience </li></ul><ul><li>[email_address] twitt...
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AIGA -- Design for An Exploding World -- Oct 22, 2009

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"Design For An Exploding World" Presentation from the AIGA "Small Talks: Big Ideas" Lecture Series on October 22, 2009.
http://aigasf.org/events/2009/10/22/small_talks_big_ideas_razorfish

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  • ALTERNATE SLIDE IDEA
  • Snapple: quirky, fun, unexpected, trickster Cultural significance = momentary amusement, a treat – chance discovery. Adventure into exotic, foreign lands
  • AIGA -- Design for An Exploding World -- Oct 22, 2009

    1. 1. 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
    2. 2. <ul><li>CHAOS </li></ul><ul><li>The designer's world has entered a constant state of change. </li></ul>Page © 2009 Razorfish. All rights reserved.
    3. 5. Page © 2009 Razorfish. All rights reserved.
    4. 6. Page © 2009 Razorfish. All rights reserved.
    5. 7. <ul><li>Dealing with the Chaos: </li></ul><ul><li>1. FIND – your meaning to the world </li></ul><ul><li>2. DIG – into the data to know more </li></ul><ul><li>3. ADAPT – get on with it and learn </li></ul>Page © 2009 Razorfish. All rights reserved.
    6. 8. <ul><li>1. FIND (your meaning) </li></ul><ul><li>Your brand means something, even if your advertising doesn’t. </li></ul>Page © 2009 Razorfish. All rights reserved.
    7. 9. What Does Your Brand Mean to Your Customer? <ul><li>Questions to Ask: </li></ul><ul><li>What is its cultural significance? </li></ul><ul><li>Does it represent any archetype or icon? </li></ul><ul><li>Why do your customers like it, love it, fear it, hate it, use it? </li></ul><ul><li>What does it say about them – in what context do they use it? </li></ul><ul><li>What is its “shared shorthand”? </li></ul>Page © 2009 Razorfish. All rights reserved.
    8. 10. 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?
    9. 11. Page © 2009 Razorfish. All rights reserved. Beverage Culture in Pictures . . .
    10. 12. Page © 2008 Razorfish. All rights reserved. Beverage Culture in Words . . .
    11. 13. Coke: “Click-snap, Ahhhhhhhh.” Branding the sound of refreshment. Competitive Audit
    12. 14. Snapple: “We found better stuff!” Purveyors of momentary, exotic amusement and chance discovery. Competitive Audit
    13. 15. 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
    14. 16. <ul><li>2. DIG (into the data) </li></ul><ul><li>Become channel fluent. </li></ul><ul><li>Know how and where to reach your audience. </li></ul>Page © 2009 Razorfish. All rights reserved.
    15. 17. Page © 2009 Razorfish. All rights reserved. Old Media Is Maimed, Not Dead
    16. 18. 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.
    17. 19. Page © 2009 Razorfish. All rights reserved. Americans under 45 spend more time online than with other media Internet Know How To Reach Your Audience
    18. 20. Europeans over 25 like TV more than the Web, those over 45 like both radio and TV more than the Web Page © 2009 Razorfish. All rights reserved. Internet Another Good Starting Point . . .
    19. 21. And Keep on Digging . . . Page © 2009 Razorfish. All rights reserved.
    20. 22. <ul><li>Page © 2009 Razorfish. All rights reserved. </li></ul>And Digging . . . Qualitative Research Quantitative Research Good at: <ul><li>Context, human texture, semantics, subjectivity </li></ul><ul><li>Definitive conclusions, clear measures, objectivity </li></ul>Typical set-up: <ul><li>Often in person, observation and discussion-oriented, even with task completion </li></ul><ul><li>Often remote, test plan structured around clear objective responses without ambiguity (yes/no, multiple choice, success/failure) </li></ul>Provides: <ul><li>The why, why not, where not, when not </li></ul><ul><li>The what, how much, when, where </li></ul>Downfall: <ul><li>Directionality can be skewed by sample size, personalities </li></ul><ul><li>Can be looking at the wrong measures. </li></ul>Sample Size <ul><li>8-12 provide directionality/patterns </li></ul><ul><li>100+ (technically 30, but numbers normalize better above 100) </li></ul>Examples <ul><li>Ethnographic studies </li></ul><ul><li>One-on-one interviews </li></ul><ul><li>Lab-style usability tests </li></ul><ul><li>Focus groups </li></ul><ul><li>Card sorting (in person) </li></ul><ul><li>Mouse-and-click-path tracking </li></ul><ul><li>Multivariate testing </li></ul><ul><li>Self-directed remote usability testing </li></ul><ul><li>Analytics + search log tracking </li></ul><ul><li>Surveys </li></ul><ul><li>Card sorting (remote) </li></ul>
    21. 23. <ul><li>3. ADAPT (and learn) </li></ul><ul><li>Put it out there (and listen) before it puts you out of business. </li></ul>Page © 2009 Razorfish. All rights reserved.
    22. 24. Get the Feedback Loop Going
    23. 25. Get Your Advocates Energized
    24. 26. Just Do It, Even if You’re Not Nike
    25. 27. Go Cheap: Don’t Build, Don’t Buy
    26. 28. Get Responsive Before It’s Too Late
    27. 29. <ul><li>Dealing with the Chaos: </li></ul><ul><li>1. FIND – your meaning to the world </li></ul><ul><li>2. DIG – into the data to know more </li></ul><ul><li>3. ADAPT – get on with it and learn </li></ul>Page © 2009 Razorfish. All rights reserved.
    28. 30. Thank You <ul><li>Razorfish </li></ul><ul><li>Marisa Gallagher, VP User Experience </li></ul><ul><li>[email_address] twitter.com/marisagallagher </li></ul>Page © 2008 Razorfish. All rights reserved.

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