How to create something meaningful.

How to create something meaningful.(#Meaning, #Research, #DesignThinking, #Insights, #Start-up Mentality, #Strategy) Guest-Lecture @MiamiAd School | Christian Riedel *All pictures used for educational purpose*

If you like to deep dive into planning and strategy: Jointhe Planning Barcamp in Hamburg on August 19th.For more info like the facebook-page:http://www.facebook.com/planningbarcamp

Why I am here today?

To inspire your task....

Your Task:Reinvent advertising: Take a brand and create ameaningful object that people like with designthinking and start-up attitude.

v ertising meansR einventing ad we think and c reate things. yrein venting the wa from messaging to meaning from aesthetic overpromise to storytelling and interruption and software from art director and to design thinker and copywriter storyteller

h"p://www.ﬂickr.com/photos/publicdesigncenter/2344579422/ Two things I‘ll talk about: l things 2. How to create meaningfu 1.What is the meaning of meaning? e design A practical introduction into th A theoretical thinking menatlity thinking process and start up into the meaning of meaning - s to help with some tipps and exercise showing why inspiration, research and ngful. you create something meani insights are important.

1. Thinking about meaning

What is the meaning of the ballon?

I Love you!What is the meaning of the ballon?

I Love It shows that you are against the you! war in lybia.What is the meaning of the ballon?

knowLove IDid you you that these It shows that are against the ballons are you! war in lybia. produced in sweat shops.What is the meaning of the ballon?

knowLove IDid you you Happy that these It shows that are against the ballons are you! birthday! war in lybia. produced in sweat shops.What is the meaning of the ballon?

knowLove IDid you you There that chip is a these Happy It shows that in it. You are ballons can are against the you! birthday! track the postion war in lybia. produced in sweat your with shops. iPhone.What is the meaning of the ballon?

It Did you is one of I Love the showsorganic know that chip There is that you It first a these Happy in it. You are ballons made ballons can are against the you! birthday! track of sugar out the postion war in lybia. produced in sweat your instead of with shops. plastic. iPhone.What is the meaning of the ballon?

It Did you is one of I Love the showsorganic know that chip There is that you It first a these Happy in it. You are ballons made ballons can are against the you! birthday! track of sugar out the postion war in lybia. produced in sweat your instead of with shops. plastic. iPhone.What is the meaning of the ballon? The meaning of an object is not natural. It is constructed by a story.

It Did you is one of I Love the showsorganic know that chip There is that you It first a these Happy in it. You are ballons made ballons can are against the you! birthday! track of sugar out the postion war in lybia. produced in sweat your instead of with shops. plastic. iPhone.What is the meaning of the ballon? The meaning of an object is not natural. It is constructed by a story. But what is missing in this picture?

It Did you is one of I Love the showsorganic know that chip There is that you It first a these Happy in it. You are ballons made ballons can are against the you! birthday! track of sugar out the postion war in lybia. produced in sweat your instead of with shops. plastic. iPhone.What is the meaning of the ballon? The meaning of an object is not natural. It is constructed by a story. But what is missing in this picture? Your counterpart has to understand you to get the meaning. And he/she might interpret it differently. Meaning is never fixed!

Calvin loves loopholes. http://www.cooperativeindividualism.org/calvin-on-scientific-law.gif *picture used for educational purpose*

People love loopholes.

ult. g is alw ays diffic a lot of fac tors. ndin ds onUndersta rpreta tion depenBe cause inte spacial + signs + media+ personal cultural subculture biology psychology language technology context context context Personal Object Interpretation* *organized by rules or codes experience Meaning Marketing is about framing interpretation

Tough Stuff Reading Tipp: Tough Stuff Reading Tipp:„How Maps Work“ offers a deep „Representation“ offers a theory ofinsight on how humans construct communication and meaning basedthe meaning of an object by the on language, culture and context.example of maps.

t only o unde rstand no n, re peo ple need t nderstand the desig When experienced an objectFurthermo e to u y also hav of a meaningful ob ject becomes meaningful (or not). Thethe story. ology and techn ser journey. So User Experience does not only mechanic hole u apply to digital things - it applies to all throug hout the w offer you make to people. Only a great experience is worth sharing and talking Ex about. ce Object Meaning pe oi Ch r ie nc Story/ Design e Classical Advertising Offer is mostly about influencing choice. But if the advertised The meaning of an experience sucks the object is based on ads loose their meaning. four factors: Mechanic Technology The story or offer, the aesthetic design, the technology used and the mechanic (the rules how to use the object). Although you may never fully control the meaning of an Object, you can Every experience changes our Opinion influence these factors. opinion on things and influences *model borrowed by Jesse Schell choice. (The Art of Game Design)

Understanding and experience is why a lot of things considered meaningfulby their creators fail. Actually creating something meaningful is a bet - youbet that people like it, use it, share it.... In classical advertising you can buysome success by buying more media space. When creating objects there isno false bottom. Apple Newton 1993 - Big Fail Apple iPad 2011 - Big Success h"p://www.walletpop.com/photos/top-‐25-‐biggest-‐product-‐ﬂops-‐of-‐all-‐Ame/

http://www.flickr.com/photos/kellyraephotography/3261980901/sizes/z/in/photostream/ r who pupp et maste of you rself as a et audiences. So do n‘t think into stup it targ ning can put mea

h"p://www.ﬂickr.com/photos/37390481@N08/4382143930/ r the re developer fo lf as a softwa earth: Think of yourse computer on illion plica ted com pile a m most com N that is able to AI es“ THE BRh"p://www.ﬂickr.com/photos/37390481@N08/4382143930/ng languag mi „program

Object Story/ Design Offer g nin Mechanic Technology de e a co m di d ing ng m o ea e nc ni ngThe Creator research/inspirationof an object (*you) The People to use the object„Programming languages“ Codes of Production Shared Codes Codes of Interpretation

Object Story/ Design Offer g nin Mechanic Technology de e a co m di d ing ng m o ea e nc ni ngThe Creator research/inspirationof an object (*you) The People to use the object„Programming languages“ Codes of Production Shared Codes Codes of Interpretation le: It is plain simp the more know the people The better you l object. re ate a meaningfu likely you will c portant. That is wh y research is im

Remember:Everthing you create is a ballon in some way.Meaning is not only what you create but also what they interpret.So get to know people well to make it easy for them.

h"p://www.ﬂickr.com/photos/publicdesigncenter/2344579422/ Two things I‘ll talk about: l things 2. How to create meaningfu 1.What is the meaning of meaning? e design A practical introduction into th A theoretical thinking menatlity thinking process and start up into the meaning of meaning - s to help with some tipps and exercise showing why inspiration, research and ngful. you create something meani insights are important.

Make things = design thinking process + start-up mentality

u/video/357 http://mitworld.mit.ed"Design Thinking is a methodology that imbues the fullspectrum of innovation activities with a human centeredethos.""Thinking lika a designer can transform the way youdevelop products, services,processes - and even strategy"(Tim Brown, CEO IDEO)

The traditional process is linear andindustrialized to producepredetermined media-products at lowcosts.Research and inspiration is the taskof the planner. Ideas are the task ofthe creative team.

In Design Thinking theprocess is solutionoriented and morecircular. The whole teamis active in every phaseof the process. http://www.ideo.com/images/uploads/news/pdfs/IDEO_HBR_Design_Thinking.pdf

The Design Thinking process can be easilyrepresented by rooms. The whole team is active inevery room. They switch rooms if necessary. Text

The Design Thinking process can be easilyrepresented by rooms. The whole team is active inevery room. They switch rooms if necessary. TextInspiration Roomfind the problems to solve

The Design Thinking process can be easilyrepresented by rooms. The whole team is active inevery room. They switch rooms if necessary. Ideation Room define ideas to solve them TextInspiration Roomfind the problems to solve

The Design Thinking process can be easilyrepresented by rooms. The whole team is active inevery room. They switch rooms if necessary. Ideation Room define ideas to solve them Implementation Room try out solutions TextInspiration Roomfind the problems to solve

The Design Thinking process can be easilyrepresented by rooms. The whole team is active inevery room. They switch rooms if necessary. Ideation Room define ideas to solve them Implementation Room try out solutions TextInspiration Roomfind the problems to solve The inspirations room ist the most important room in user centered approaches: If you don‘t get a good idea - you simply do not know enough about the people.

Insight - WallMake every informationvisible.Compress informationand inspirations intoinsights.Try online collaboration.- Google Docs- facebook-group- Curio- TheDeadline.com

An Insight is: • the essence of the information you have. • a need not yet fullfilledInsight - Wall • an unseen truthMake every information • the opportunity to do cool stuff.visible. • an observation that makes you say:Compress information „Oh that is funny!“and inspirations into •a story to be toldinsights.Try online collaboration. It is always the answer to the question:- Google Docs „Why the f*ck should people care?“- facebook-group- Curio- TheDeadline.com

Insight-Example: Fanta An Insight is: • the essence of the information you have. • a need not yet fullfilledInsight - Wall • an unseen truthMake every information • the opportunity to do cool stuff.visible. • an observation that makes you say:Compress information „Oh that is funny!“and inspirations into •a story to be toldinsights.Try online collaboration. It is always the answer to the question:- Google Docs „Why the f*ck should people care?“- facebook-group- Curio- TheDeadline.com Teens play games about Develop a cooler design for embarrassment in forum. such games.

Insight-Example: Düsseldorf Concert-Hall Insight-Example: Fanta An Insight is: • the essence of the information you have. • a need not yet fullfilledInsight - Wall • an unseen truthMake every information • the opportunity to do cool stuff.visible. • an observation that makes you say:Compress information „Oh that is funny!“and inspirations into •a story to be toldinsights.Try online collaboration. It is always the answer to the question:- Google Docs „Why the f*ck should people care?“- facebook-group- Curio Classical music has positive Develop a cooler design for- TheDeadline.com Teens play games about Develop a effects on milk-production. embarrassment in forum. „Concert Milk“. such games.

Desktop - ResearchFirst: Write down everythingyou think you know anddon‘t know.Then define topics: What doyou want to research about?Read:Studies, Books, Blogs,Newspapers, TwitterTagsWatch Videos.Organize Information:- Evernote- Hootsuite- Netvibes, Google Reader- del.ico.us

http://www.serv icedesigntoolkit. org/ http://tinyurl.com/3u634ocDesktop - ResearchFirst: Write down everythingyou think you know anddon‘t know.Then define topics: What doyou want to research about?Read: h"p://youtu.be/oRvyMxl9cgoStudies, Books, Blogs, h"p://youtu.be/XXzWeMCTUGoNewspapers, TwitterTagsWatch Videos.Organize Information: my delicious: http://www.delicious.com/chrisriedel1978- Evernote- Hootsuite Everybodies Ressources: SWSX, TED, Techcrunch, Mashable, psfk, ads of- Netvibes, Google Reader the word- del.ico.us

Google Keyword Tool https://adwords.google.de/select/KeywordToolExternal Social Media Planner http://www.serv icedesigntoolkit. http://www.socialmediaplanner.de/index.html org/ http://tinyurl.com/3u634oc Twitter: http://www.twazzup.com/lDesktop - Research Social Mention Blogs, Twitter...First: Write down everything http://socialmention.com/you think you know and Meta Suchmaschinedon‘t know. Addictomanic http://addictomatic.com/topic/idee+kaffeeThen define topics: What do Zuula Blog Searchyou want to research about? http://www.zuula.com/Read: Boardreader - Durchsucht Foren http://boardreader.com/ h"p://youtu.be/oRvyMxl9cgoStudies, Books, Blogs, h"p://youtu.be/XXzWeMCTUGoNewspapers, TwitterTags Youtube Comment Search: http://www.youtube.com/comment_search?Watch Videos.Organize Information: my delicious: http://www.delicious.com/chrisriedel1978- Evernote- Hootsuite Everybodies Ressources: SWSX, TED, Techcrunch, Mashable, psfk, ads of- Netvibes, Google Reader the word- del.ico.us

Interview - CornerAsk:Experts, Friends, Strangers,GroupsMode:Text, Video, Audio, Email,TwitterUse open interviews to findnew insights.Use Surveys/Focus Interviewsto test insights.Beware to predetermineanswers.

Interview - Corner QuesAons / Topics/ Answers Context Insights/Ask: ObservaAons IdeasExperts, Friends, Strangers,GroupsMode:Text, Video, Audio, Email,TwitterUse open interviews to findnew insights.Use Surveys/Focus Interviewsto test insights.Beware to predetermineanswers.

Field - SafariReal LifeGo where people are and observethem.Take Notes, make Pictures andVideos of the context they usethings in.Digital-Field Safari:Observe facebook-groups, searchfor tweets, flickr Fotos,keywords.Ask yourself: Why do people dowhat they do.Remember: A single observationdoes not need to berepresentative to be a greatinsight.

Field - SafariReal LifeGo where people are and observethem.Take Notes, make Pictures andVideos of the context they usethings in.Digital-Field Safari: People Context ActivityObserve facebook-groups, searchfor tweets, flickr Fotos,keywords.Ask yourself: Why do people do Meaningwhat they do.Remember: A single observationdoes not need to be Opportunityrepresentative to be a greatinsight.

Field - SafariReal LifeGo where people are and observethem.Take Notes, make Pictures andVideos of the context they usethings in. olDigital-Field Safari: word To eyContext - People ogle K Go ActivityObserve facebook-groups, searchfor tweets, flickr Fotos,keywords.Ask yourself: Why do people do Meaningwhat they do.Remember: A single observationdoes not need to be Opportunityrepresentative to be a greatinsight.

i and Real-Life ument, wh y Field Safar a t a rgThis Blog- Post is a gre -family- are so important: 1/04/22/w hy-a-modernobservations ress.com/201 nning/ pbell.wordp t-the-pro blem-with-plahttp://robcam t-can-highligh stauran dinner-in-a-re

Ideation - SpaceWork with clear questions.Don‘t judge early or killideas.Don‘t just brainstorm - usecreative techniques.Invite people.Change Workspaces!

Ideation - SpaceCreative Technique: Work with clear questions.Brainwriting Don‘t judge early or kill ideas.„How would you make facebook burger?“ Don‘t just brainstorm - use creative techniques.Write down everything you think of for 5minutes. Don‘t stop Invite people.your pencil. If you don‘t have an idea in this second writedown. I don‘t have an idea. But never stop writing! Change Workspaces!

Ideation - SpaceCreative Technique: Work with clear questions.BrainwritingBrain-Race Don‘t judge early or kill ideas.„How would you make facebook burger?“„What would make a Media Markt more Don‘t just brainstorm - useenjoyable?“ creative techniques.Write down everything you think of for 5minutes. Don‘t stop Invite people.your teams doyou don‘trelay“ to a flipboard. Each team-Two pencil. If a „torch have an idea in this second writedown. I don‘t to runan idea. But never stop writing! idea, runmember has have to the flipboard, write down an Change Workspaces!back and give the pencil to the next one.After five minutes the team with the most ideas on theflipboard wins.

Ideation - SpaceCreative WorkspacesChange Technique: Work with clear questions.BrainwritingBrain-Race Don‘t judge early or kill ideas.„How would you make facebook burger?“„What would make a Media Markt more Don‘t just brainstorm - useenjoyable?“ creative techniques.Write down everything you think of for 5minutes. Don‘t stop Invite people.your teams doyou don‘trelay“ to a flipboard. Each team-Two pencil. If a „torch have an idea in this second writedown. I don‘t to runan idea. But never stop writing! idea, runmember has have to the flipboard, write down an Change Workspaces!back and give the pencil to the next one.After five minutes the team with the most ideas on theflipboard wins.

Implementation - SpaceThe space for start-upmentality: Test early, fail early.Build early prototypes.Write and rewrite a„Business-Plan“

Create Meaning „Business-Plan“ Implementation - SpaceWhat is the goal of your create meaning idea? Story Style What does it tell? How does it feel? The space for start-upYour idea in a tweet. mentality: Test early, fail early.Which kind of need is fulﬁlled by the idea? Build early prototypes.Who should use your meaningful object? How many people can use it? Write andobject Meaningful rewrite a „Business-Plan“Why is it cool?Why should people like it, share it, talk about it, use it, watch it, enjoy it, participate... Mechanic TechnologyReally: Would you use it? How does it work? How is it build? How do you cope with feedback? How do people get to know about your meaningful object? How do you want to raise awareness for your object? Which partners do you need? Do similar offers exist? How is your idea better? What does it cost? What can you learn from them? What is your exspectation of success?

bout theHomework inspiration s and insights a tools to gather ight-wall, e given uld use it. Present your insUse some of th at use it or sho rt ppt. le thbran d and the peop sight you gained in a shothe tools you used and one in Create Insight Wall Desktop Research Books Studies Videos Blogs Tweets Interview Corner Field Safari via Video, Mail, Tweet Friends Experts Strangers Photo-Tour Observation Online Obs. Special Costumer Journey People

Christian RiedelCommunication Strategist + Story Architect„I find storiesand shape the space to tell them transmedial“@mindcaffeine on twitterchristian@creativeglasses.decreativeglasses.blogspot.comcreativeglasses.posterous.comwww.creativeglasses.de

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How to create something meaningful.

by Christian Riedel

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