Design for an Exploding World    Find Your Meaning, Dig the Data & Adapt    AIGA “Small Talks, Big Ideas” – San Jose State...
CHAOS                                  The designers world has                                   entered a constant state ...
Page 5 © 2009 Razorfish. All rights reserved.
Page 6 © 2009 Razorfish. All rights reserved.
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 ...
1. FIND (your meaning)                        Your brand means something, even                         if your advertising...
What Does Your Brand Mean toYour Customer?              Questions to Ask:               What is its cultural significance...
How to Use The Questions?             First -- Go Broad             Explore the cultural archetypes and concepts related t...
Beverage Culture in Pictures . . .Page 11 © 2009 Razorfish. All rights reserved.
Beverage Culture in Words . . .Page 12 © 2008 Razorfish. All rights reserved.
Competitive Audit Coke: “Click-snap, Ahhhhhhhh.”Branding the sound of refreshment.
Competitive Audit Snapple: “We found better stuff!” Purveyors of momentary, exoticamusement and chance discovery.
Competitive AuditY water: a “new” concept in children’s beverages.A magic potion is a special bottle to transform our     ...
2. DIG (into the data)                                 Become channel fluent.                                 Know how and...
Old Media Is Maimed, Not DeadPage 17 © 2009 Razorfish. All rights reserved.
Yet, Choose Your Channel Wisely                                                                                           ...
Know How To Reach Your Audience                         Internet        Americans under 45 spend more time        online t...
Another Good Starting Point . . .                                      Internet                     Europeans over 25 like...
And Keep on Digging . . .Page 21 © 2009 Razorfish. All rights reserved.
And Digging . . .                                           Qualitative Research                   Quantitative Research  ...
3. ADAPT (and learn)                                 Put it out there (and listen)                                  before...
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 ...
Thank You    Razorfish    Marisa Gallagher, VP User Experience    marisa.gallagher@razorfish.com    twitter.com/marisagall...
Deisgn for an Exploding World
Deisgn for an Exploding World
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Deisgn for an Exploding World

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October 22, 2009 talk about how to design for constant change -- part of an AIGA "Small Talks, Big Ideas" series at San Jose State University

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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
  • Deisgn for an Exploding World

    1. 1. Design for an Exploding World Find Your Meaning, Dig the Data & Adapt AIGA “Small Talks, Big Ideas” – San Jose State University 10/22/2009 Razorfish -- Marisa Gallagher, VP User ExperiencePage 1 © 2008 Razorfish. All rights reserved.
    2. 2. CHAOS The designers world has entered a constant state of change.Page 2 © 2009 Razorfish. All rights reserved.
    3. 3. Page 5 © 2009 Razorfish. All rights reserved.
    4. 4. Page 6 © 2009 Razorfish. All rights reserved.
    5. 5. 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 learnPage 7 © 2009 Razorfish. All rights reserved.
    6. 6. 1. FIND (your meaning) Your brand means something, even if your advertising doesn’t.Page 8 © 2009 Razorfish. All rights reserved.
    7. 7. What Does Your Brand Mean toYour 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”?Page 9 © 2009 Razorfish. All rights reserved.
    8. 8. How to Use The Questions? 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 10 © 2009 Razorfish. All rights reserved.
    9. 9. Beverage Culture in Pictures . . .Page 11 © 2009 Razorfish. All rights reserved.
    10. 10. Beverage Culture in Words . . .Page 12 © 2008 Razorfish. All rights reserved.
    11. 11. Competitive Audit Coke: “Click-snap, Ahhhhhhhh.”Branding the sound of refreshment.
    12. 12. Competitive Audit Snapple: “We found better stuff!” Purveyors of momentary, exoticamusement and chance discovery.
    13. 13. Competitive AuditY water: a “new” concept in children’s beverages.A magic potion is a special bottle to transform our kids and the industry.
    14. 14. 2. DIG (into the data) Become channel fluent. Know how and where to reach your audience.Page 16 © 2009 Razorfish. All rights reserved.
    15. 15. Old Media Is Maimed, Not DeadPage 17 © 2009 Razorfish. All rights reserved.
    16. 16. Yet, Choose Your Channel Wisely e s siv + Pa ls N ss anne TIO Ma Ch ICA N t e ll i ng MMU ry CO e sto iv play ers imm fic striking speci n atio loc it y connected, mi liar nal + tailored, ,f a rso ctive liz in g Pe ra ls dynamic soc ia I nte nne ION itua l, a T r Ch IPA RTI C PAPage 18 © 2009 Razorfish. All rights reserved.
    17. 17. Know How To Reach Your Audience Internet Americans under 45 spend more time online than with other mediaPage 19 © 2009 Razorfish. All rights reserved.
    18. 18. Another Good Starting Point . . . Internet Europeans over 25 like TV more than the Web, those over 45 like both radio and TV more than the WebPage 20 © 2009 Razorfish. All rights reserved.
    19. 19. And Keep on Digging . . .Page 21 © 2009 Razorfish. All rights reserved.
    20. 20. And Digging . . . Qualitative Research Quantitative Research Good at: • Context, human texture, semantics, • Definitive conclusions, clear measures, subjectivity objectivity Typical set-up: • Often in person, observation and • Often remote, test plan structured around discussion-oriented, even with task clear objective responses without completion 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 • Can be looking at the wrong measures. size, personalities Sample Size • 8-12 provide directionality/patterns • 100+ (technically 30, but numbers normalize better above 100) Examples • Ethnographic studies • Mouse-and-click-path tracking • One-on-one interviews • Multivariate testing • Lab-style usability tests • Self-directed remote usability testing • Focus groups • Analytics + search log tracking • Card sorting (in person) • Surveys • Card sorting (remote)• Page 22 © 2009 Razorfish. All rights reserved.
    21. 21. 3. ADAPT (and learn) Put it out there (and listen) before it puts you out of business.Page 23 © 2009 Razorfish. All rights reserved.
    22. 22. Get the Feedback Loop Going
    23. 23. Get Your Advocates Energized
    24. 24. Just Do It, Even if You’re Not Nike
    25. 25. Go Cheap: Don’t Build, Don’t Buy
    26. 26. Get Responsive Before It’s Too Late
    27. 27. 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 learnPage 29 © 2009 Razorfish. All rights reserved.
    28. 28. Thank You Razorfish Marisa Gallagher, VP User Experience marisa.gallagher@razorfish.com twitter.com/marisagallagherPage 30 © 2008 Razorfish. All rights reserved.
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