Yeah, I Know...Right?
I don’t think that the guy from Finland who designed
this slide ever read my article...

Anyway...Hi. I’m Tim.

Twitter
@nanotim

Experience Design
Why Pages are the Last Things
You Need To Worry About
or...

How I Learned to Keep
Jakob on the Shelf
Until I’m Designing a Page

So...It’s Three Things
It’s Always 2, 3, or 5 Things...Right?

First
Design Experiences - Not Pages

Second
Grow Organically

Third
Design Inside Out

Pages
The Old Building Blocks

People Aren’t Looking for Pages
They Want Answers

The Experience of Finding
Digital Brings Drastic Changes to the Role of an Index

Search Was King
Because Attribution Has Been Going to Last Click
Share Video with Friends
Gather Online Clue
!
dropped in Show
Watch Show
Registration on Microsite
View YouTube Video
!
View YouTube Video
!
Magazine Ad Impression
!
Microsite Visit
!
View Email
!
Text Message
!
Outdoor Display
!

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! ?
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!
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! ? ? ? ? ? !
! !
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Real Behavior is Messy
Mapping a Series of Interactions
?
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! !
! ?
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!
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So...Let’s Design Experiences
Behavior cannot be modeled in a Site Map

We Can Design Experiences
And...then a Site Map

Homepage Cheats Index Page Cheats In
ience + Situation
e Gamer Seeker
ituation:
he Gamer Seeker is already
miliar with the G4TV.com
ite.
e is stuck on the 5th level of
arhammer 2 for Xbox, but
Storyboard
an’t seem to get pass
e Ogre.
e knows he can go to The page rebuilds with a
The gamer lands on the Cheat
The Gamer enters the Warhammer 2 cheats, as
4TV.com’s site to find out index page where they are able to related information. They
Homepage via a bookmark
User Action
heats from others around filter their results by “Platform” to filter to level specific ch
that they have set previously. and “Genre” and finally “Title.
e community. After finding and reading
They select “Cheats” under \"They go through the alphabetical the cheat, hey notice that
Start with Stories
the Game Menu. index results and select community of other Warh
Warhammer 2 Gamers.
ience Situation Questions
Lo-fi UI’s + Narrative FTW
an’t get pass level 5! Can I find it on
TV.com?
Okay. I notice there is a category for
eat. There are results for Warhammer 2.
Warhammer 2. I wonder how many entries I now have 237 results.
onder how many there are?
there are?
ay. There are quite a few results. How Great. I can filter down to just le
n I find my specific result? results, read, and copy the che
onder what everyone else is saying
out Warhammer 2?
w! There is a huge community of
rhammer 2 fans...I wonder what the top
mer has to say?
Video Clips Cheat Database Cheat Database
Content Available
News & Reviews UGC Cheats UGC Cheats
UGC

Reseller Program Landing Sales Guide
Search
Grants and Programs Grant Detail
5
Home
13
Predictive Search UI About Intel Landing
12
11
1
9
Corporate Leadership Leadership
10
Technologies
Experiences Aggregate
6
2
Stories Combine to Show System Structure Download Item
8
Product Nav
Support Landing
Language
Support Article
3
4
Product Category Landing
Product Family Landing
Products Landing

In Review
Design Experiences - Not Pages

In Review
People Aren’t Looking for Pages
People Are Looking for Answers + Entertainment
Design the Experience, Then Design the Site Map
Compile Stories to Describe the System

Part 2
Die, Enterprise, Die

Innovate, Then Integrate
Design What You’re Going to Design

Are Those Requirements?
Or, Are You Just Happy to See Me?

Who’s Designing Here, Anyway?
The Solution Is The Design

Design is Thinking, Made Visual
- Saul Bass

A Word on UX + Creative
How to Design Together

UX Roles
Analyze the Challenge, State the Insight,
Connect the Solution

UX Roles
Understand Relationships Between Brand, Product,
+ People

UX Roles
Fight for the User

Creative Roles
Evoke Visceral Reactions

Creative Roles
Make People Feel an Idea

Creative Roles
Visualize Thinking

Comfortable Chaos
The Best We Can Hope For, Sometimes...

In Review
Grow Organically

In Review
Enterprise Will Not Innovate by Nature
Innovate, Then Integrate
Requirements Are Not the Design
Strive for Comfortable Chaos with Creative

Part 3
Design Inside Out + Outside In

The Real World
Unstructured Data

Semantic Structures
Even Indexed Information Is Not Optimal

Bottom-Up Tagging
Limited by Quantity of Topics + Differences in Usage

Why Design Ontology?
Multiple Concepts of Meaning for Organizing Content

What Does It All Mean?
We Must Swing Both Ways

Create the Experience
Provide the Context + Container

What Is the Experience?
What Does the Brand Do? What Do People Do?

Create the Containers
What’s the Context? Where Does This Happen?

In Review
Design Inside Out

In Review
The Best Index Still Yields a List
Semantic = Strong Identifiers, Simpler Experiences
Ontology = Good for Growing Structures
Ontology != Silver Bullet
Design the Heart of the Experience + Page/Context

Thanks, a lot...
Please reach out
Tim Richards
Director, User Experience
Razorfish
tim@exfoo.com
More at: feed.razorfish.com

Credits
Photos + Work
Slide 4, Tim @ LA UX Party: Jeff Mercado
Slide 7, 3 Things: http://www.flickr.com/photos/visbeek/2284023857/
Slide 8, I’ve Got a Bad Feeling About This: http://www.flickr.com/photos/texmetz/2925660924/
Slide 9, Leave The Desk...: http://www.flickr.com/photos/monkfish44/2926711594/
Slide 10, What Is It, Sir?: http://www.flickr.com/photos/monkfish44/3266299770/
Slide 26, PlayBill “One, Two, Three”: http://www.idave.com
Slide 41, Ontology Diagram: Rich Keeves
Slide 42, Basil Exposition, Austin Powers: http://www.imdb.de/media/rm789813248/ch0002431
Slide 43, First Month! 02: http://www.flickr.com/photos/carpintinha/3016009302/
Slide 44-45, G4 Sketches: Darren Wong