TM Simplify   Digital.WeekendWebWorkshopsInceptionThis workbook belongs to:
TM Simplify   Digital.About Groop SkoolGroop Skool is a labor of love. It’s the culmination of my 15 years in web design. ...
TM Simplify   Digital.About The GroopThe Groop is an award winning digital agency that helpsbrands grow, online, on mobile...
TMSimplify   Digital.              1. Inception                  2. Execution                       3. ReleasePhase       ...
TMSimplify   Digital.Day 1Coffee, Juice and Bagels                      08:30 - 09:30Your Goals / Alignment               ...
Brand Driven DesignThree factors determine the direction your website and salesplatform should take. The first factor is yo...
TM Simplify   Digital.                                      30 MinutesBrand AttributesToolkit                          1© ...
Your        BrandYour            Users’Goals           Needs
Branding vs. IdentityWhat is Branding?A set of qualities, ideas, and attributes promised and delivered in everyexperience ...
Define Your Brand Attributes (Example)In each of the categories below write as many adjectivesthat describe your business. ...
Define Your Brand Attributes                                                                  45 Min In each of the categor...
Love / Hate Listing                                                                                    Bo                 ...
TM Simplify   Digital.                                      30 MinutesUser DefinitionToolkit                          2© G...
Your        BrandYour            Users’Goals           Needs
The BasicsWhy do I need to do this?You know that customers are the most important thing in your business andtherefore they...
The BasicsWhat do I need to define about my customer?To start a name, any name. One that reflects their background. Givingth...
User 1 - Name (Example) Story:                                         Demographic: ‣ Physicians working at the top of the...
User 1 - Name (Title) Story:                 Demographic: ‣                      ‣ Goals (objectives):    Needs:          ...
User 1 - Name (Title) Story:                 Demographic: ‣                      ‣ Goals (objectives):    Needs:          ...
User 1 - Name (Title) Story:                 Demographic: ‣                      ‣ Goals (objectives):    Needs:          ...
User Definition: Example DealPro User Profiles                                                                           Ac...
Users / Messaging (Example)               Robert & Susan                                                        Bill      ...
Messaging  Messaging informs the tone, features and design  aesthetic that the audience will interactive. It is built  aro...
TM Simplify   Digital.                                      30 MinutesGoal SettingToolkit                          3© Groo...
Your        BrandYour            Users’Goals           Needs
User StoriesBased on our users needs let’s map out the story of you will help them accomplishing their goals.        Type ...
TMSimplify   Digital.Notes© Groop Skool 2010 - 2011                           27
TMSimplify   Digital.Notes© Groop Skool 2010 - 2011                           28
TM Simplify   Digital.WeekendWebWorkshopsInceptionDay 2This workbook belongs to:
TMSimplify   Digital.              1. Inception                  2. Execution                       3. ReleasePhase       ...
TMSimplify   Digital.Day 1Coffee, Juice and Bagels                                 08:30 - 09:30Goal Setting              ...
Brand Driven DesignThree factors determine the direction your website and salesplatform should take. The first factor is yo...
TM Simplify   Digital.                                      30 MinutesGoal SettingToolkit                          3© Groo...
Your        BrandYour            Users’Goals           Needs
Provide InformationTerm     Concept                                                         Desirabilit   Total     3   Or...
Increase EngagementTerm      Concept                                               Desirability   Total     1    Online do...
Promote Message & Brand: Culture, Impact & PeopleTerm   Concept                                                           ...
Increase Impact (Revenue, Donations, Profit) Term   Concept              Obtainability   Desirability   Total              ...
Increase Efficiency (Reduce Costs, Save Time) Term   Concept             Obtainability   Desirability   Total              ...
Increase Awareness (Mindshare, Publicity) Term   Concept              Obtainability   Desirability   Total                ...
TM Simplify   Digital.                                      30 MinutesAlignmentToolkit                          4© Groop S...
Organizational Objectives + User Goals = Features Now we tie the objectives of your Organization to the needs of your User...
Organizational Objectives + User Goals = FeaturesNow we tie the objectives of your Organization to the needs of your Users...
TM Simplify   Digital.                                      30 MinutesUser StoryToolkit                          5© Groop ...
User StoriesBased on our users needs let’s map out the story of you will help themaccomplishing their goals.    Type      ...
User StoriesBased on our users needs let’s map out the story of you will help them accomplishing their goals.        Type ...
TMSimplify   Digital.Notes© Groop Skool 2010 - 2011                           19
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Groop Skool Workbook: Inception 42911

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Weekend Web Workshop

Simple, visual, interactive and fun user experience workshops to help you get digital.


What your get in this workshop:

- What is User Driven Design?
How to incorporate Brand Strategy into User Experience
How to Prioritize Website Features
How to Create Site Maps and Wireframes


Why should I attend?

- If you are looking to get a job in the digital space
- If you are a start up looking to “get it right”
- If you are looking to advance your career
- If you are a print designer and are curios what “the fuss is all about”

For more information and a schedule of the two days please visit:
Groopskool.net or contact us at skool@thegroop.net

Published in: Design, Business, Technology

Groop Skool Workbook: Inception 42911

  1. 1. TM Simplify Digital.WeekendWebWorkshopsInceptionThis workbook belongs to:
  2. 2. TM Simplify Digital.About Groop SkoolGroop Skool is a labor of love. It’s the culmination of my 15 years in web design. As ayoung web designer at Razorfish it became quickly apparent that what I loved to dowas to nurture up and coming talent, and share my experience with them. Even earlieras a computer lab assistant at Art Center College of Design I would spend hourshelping not only with technical problems but teaching and sharing with studentsstruggling with their assignments. As Chief Visionary at The Groop, the digital agency Ico-founded in 2001 I take great joy in helping facilitate business opportunities andsolve the business challenges that our clients face.In 2008 I created a seminar and workshop series called Evil Businessman. Tongue incheek title aside my goal was to teach creative entrepreneurs the basics of creatingbusinesses online. At the core of the curriculum was the idea that one of the biggestobstacles in executing digital businesses was the different of languages spoken by thedisciplines involved. The curriculum helps simplify digital by making it visual andinteractive. In mid 2009 I was struggling to figure out how to make what The Groop didmore streamlined and less painful. Late one afternoon, as I walked down a flowery pathin the corn fields park in downtown Los Angeles it suddenly struck me that the answerwas the same. That language was also the main obstacle.This is why I am excited to share with you the tools that we created to help you alignthese different interests and help you keep your projects on track. My promise to you isthat your digital projects don’t have to be as difficult as they are today and that if youuse even one of the tools we are sharing with you it will make a marked impact. We areexcited to help you simplify digital.© Groop Skool 2010-2011 2
  3. 3. TM Simplify Digital.About The GroopThe Groop is an award winning digital agency that helpsbrands grow, online, on mobile, and on TV. Since 2001 wehave helped advertising agencies, media companies andlifestyle brands create marketing, e-commerce and videoplatforms. We have collaborated with the likes of Wieden +Kennedy, Crispin Porter, NBC, ESPN, The French Laundryand Disney. We believe that successfully marrying creativity,business, technology and marketing is the key to building asustainable business.© Groop Skool 2010-2011 3
  4. 4. TMSimplify Digital. 1. Inception 2. Execution 3. ReleasePhase The Idea Phase Design & Build Release & IterateObstacles ‣ Different language andYou’ll Have ‣ Shiny object syndrome ‣ Lack of launch QA plan interests ‣ Brainstorming alone ‣ Not knowing what to do next ‣ Lack of buy-in and ‣ Not knowing your users consensus ‣ No user feedback system ‣ No clarity as to functionalityToolkits 1. Brand Attributes Toolkit 4. Alignment Toolkit 7. QA Toolkit 2. User Definition Toolkit 5. Planning Toolkit 8. Launch Plan Toolkit 3. Goal Setting Toolkit 6. User Story Toolkit 9. User Testing ToolkitTeam Feels: Purpose Motivation Confidence Focus Commitment Adoption Clear Priorities Clarity Learning © Groop Skool 2010 - 2011 4
  5. 5. TMSimplify Digital.Day 1Coffee, Juice and Bagels  08:30 - 09:30Your Goals / Alignment 09:30 - 10:00What is Brand Driven User Experience? 10:00 - 10:30Brand Attributes Group Exercise  10:30 - 11:00Break 11:00 - 11:15Brand Attributes Exercise with a Partner 11:15 - 12:005 Minute Brand Statement Presentations 12:00 - 12:30Lunch Break 12:30 - 01:30What is User Experience? 01:30 - 01:45Why User Driven Design? 01:45 - 02:00User Definition Group Exercise 02:00 - 02:30User Definition Exercise with a Partner 02:30 - 03:00Break 03:00 - 03:15Creating User Stories 03:15 - 03:45Creating User Stories (Video Examples) 03:45 - 04:00Daily Wrap up Exercise  04:00 - 04:30© Groop Skool 2010 - 2011 5
  6. 6. Brand Driven DesignThree factors determine the direction your website and salesplatform should take. The first factor is your brand: Who areyou? What do people say about you? Everything from whattype of content to color to interaction style depends on whoyou are.The second factor is your goal: What goals are you trying toachieve with your initiative? Do you want to increase onlinesales? Do you want to make your customer service better? Doyou want to increase enrollment?Finally there is the third and most important factor, which isyour user. Who are they? What do they need? Meeting theirneeds is the key imperative. If we meet their needs, we havesucceeded. Your Brand Your Users’ Goals Needs6
  7. 7. TM Simplify Digital. 30 MinutesBrand AttributesToolkit 1© Groop Skool 2010-2011 7
  8. 8. Your BrandYour Users’Goals Needs
  9. 9. Branding vs. IdentityWhat is Branding?A set of qualities, ideas, and attributes promised and delivered in everyexperience and every interaction a person may have with a companyBranding is not objective; instead it is a set of feelings and philosophies.It’s the gut feeling a customer gets when they think of you.The qualities that make up any company’s brand will inform the way thatcompany presents itself and conducts business. From the highest levels ofmanagement to the smallest components of everyday interactions, a brandshould be legible, clear, and well-articulated.How is Identity different?A Company’s Identity system is the visual expression of the brand throughan identity (symbol and logotype), typography, color palette and layout.But how do I define a brand?A Company’s Identity system is the visual expression of the brand throughan identity (symbol and logotype), typography, color palette and layout. Nike’s Logo vs Customers Feeling9
  10. 10. Define Your Brand Attributes (Example)In each of the categories below write as many adjectivesthat describe your business. We make you We tangibly Our users Our Personality feel: help you: General: We are: are: is: (value, (benefit, time, (our culture) (our (brand voice) emotional, money, community) qualitative) quantity) •Impactful •Flat •Busy •Empowered •Increase •Personal •Interdisciplinary •Engineering leaders •Intelligent (quality of satisfaction •Helpful •Medical •Smart •Proud life) •To be a part of •Technological •Healing •Giving •Busy •improves life a revolution or •Visionary •Fun •Do good •Charismatic •Increases movement / •Fun loving •Tech •Social •Dynamic mobility Purposeful •Team oriented •Giving •Work/life •Entrepreneurial •Free coffee •Hope •Collaborative •Altruistic balance •Focused •Decrease •Relationships •Non-political •Practical •Bio •Driven health care •Esteem •Flat •Visionary medical •Direct cost •Connections •Entrepreneurshi •Innovative •Creative •No BS •Idea > to smart p •Cutting-edge •Patients •Logical clinical study people •Supportive •Egotistical •Efficient (end to end) •Enjoyment •Academic •In Need •Fancy •Decreases •Be part of •Challenging •Medical •Funny risk to the something big •Demanding professional •Loving commercial •smart people •Improving s •Introverted sector •Manifestation •Healing •Wealthy •TED •Creates jobs •Purposeful •Skeptical •Curious •Decreases •Super Smart •Practical •Picky time to •Nerdy •Data •Bold market •Long term •Discerning •Outside-the- •Think tank •Challengin box •Selfless g the •Examining •Creative status-quo •Caring •Philanthropic •Profession •Brilliant al •Engineering •Engineerin •Logical g •Entrepreneurial •Seeking •RIO •Caring •Diverse •Leaders “Our website communicates our innovations to busy leaders in a bold and intelligent manner by expressing our ability to increase quality of life and our purpose driven approach.”10 © GroopLab LLC, 2009 - 2010
  11. 11. Define Your Brand Attributes 45 Min In each of the categories below write as many adjectives that describe your business. General: We are: Our users Our We make We tangibly (our culture) are: Personality you feel: help you: (our is: (emotional, (time, money, community) (brand voice) qualitative) quantity)______________ provide(s) ______________ to ______________ in a(n) Name (Your Organization) Product / Service Users_______________ and ______________ way to help them ___________ Culture Personality Benefitsand _____________. Value 11
  12. 12. Love / Hate Listing Bo n usThe purpose of this exercise is to identify the things that we appreciate,admire, engage and want to emulate as well as those things we want to stayfar far far far far away from in both the digital / online environment as well asreal world. Please fill out each respective column with corresponding brandlogos (at least 10 per column please). Things we LOVE Things we HATE12
  13. 13. TM Simplify Digital. 30 MinutesUser DefinitionToolkit 2© Groop Skool 2010-2011 13
  14. 14. Your BrandYour Users’Goals Needs
  15. 15. The BasicsWhy do I need to do this?You know that customers are the most important thing in your business andtherefore they are the most important driver of what you do online.Creating a tangible picture of who your customer is requires you to “really seethem” and to understand their needs. The first step is creating a customer profile.Whether you have done many of these or this is your first time our goal is to helpyou make these customers real, both in their profile form here but also in sales.How do I come up with my customers?If you are an existing business, you know them because you deal with them all thetime. More importantly you likely have some data of who they are. If you are a newbusiness and have already defined them you have them written down somewhereor in your head. If you are the founder of a start-up there is a high likelihood thatyou yourself are the main customer profile or know someone close to you is. Who are your customers?15
  16. 16. The BasicsWhat do I need to define about my customer?To start a name, any name. One that reflects their background. Givingthem a name begins to make them real. You don’t have “customer 1”as a customer, you have Linda Johnson as a customer. Seconddemographic information such as age, gender, income & maritalstatus. Third, their story. Describe the situation they are in that hascreated potential interest in your product or service. Finally, what dothey need from your product or service? This can be a feature or itcan be an attribute of how the feature work such as “easy to use”.16
  17. 17. User 1 - Name (Example) Story: Demographic: ‣ Physicians working at the top of their ‣ Neurosurgeon, mid-late career game, very competitive ‣ Late 40s/early 50s ‣ Have a shared research interest ‣ Academic medicine, probably at a ‣ Have several patents with a condition that teaching hospital - USC is being researched by AMF ‣ Funded by an NIH grant ‣ Personal referral or recruited directly ‣ Clinical trial every other year as principal investigator ‣ Married to another academic who works full time ‣ 2 kids, Goals (objectives): Needs: ‣ Wants to work with people who can ‣ To see that we can facilitate their trail provide them with level of service and ‣ Unique things we have that no one else medicine does ‣ Wants to help patients ‣ Presentation of services - showing what ‣ Wants a specific trail for their production we provide over others ‣ Find this synergy & fit for them ‣ Information about devices - detailed ‣ Cutting edge organization ‣ To see connections to their population/ practice ‣ Find a good partner match ‣ To see direction of current projects (novel ideas) ‣ Validation as an entity of experience ‣ Visualize process ‣ See how we work w/partners (modifying IDEs, etc.) ‣ To see market viability & innovation (Research Partner)17
  18. 18. User 1 - Name (Title) Story: Demographic: ‣ ‣ Goals (objectives): Needs: ‣18
  19. 19. User 1 - Name (Title) Story: Demographic: ‣ ‣ Goals (objectives): Needs: ‣19
  20. 20. User 1 - Name (Title) Story: Demographic: ‣ ‣ Goals (objectives): Needs: ‣20
  21. 21. User Definition: Example DealPro User Profiles Active User The Celebrity Light User “Abhay Modi” - “The Frugal Gadget Dude” “Anna Walker” - “The Celebrity DealPro” “Betty Eno” - “The DIY-er - Future Martha Stewart” Female, Detroit Michigan Female, Brooklyn New York Male, Austin, Texas Age: 26 Age: 46 Age: 31 Former Auto worker Engaged Software Engineer Single Married, 3 kids Ex - Advertising Creative Director Abhay is an engineer at an Austin tech Anna worked in the Automotive industry for 20 years. Betty just got laid off from an Ad agency where she was a Assembly line worker for 12 years, Administrative Story company. He prides himself at having all the creative director. latest tech at the greatest prices. He wears Assistant to UAW Labor Relations Dir. for 8 years. She is a “planner” and has sufficient savings until she She took voluntary retirement and used her buyout to “savvy frugal” on his shoulder. He loves being gets another job. helpful and sharing. Makes him feel valuable start her own online business. She writes the blog Betty loves all things “Home” and “Cooking”. Her blog DetroitDealMama.com. She will introduce her http://epicureanquest.blogspot.com/ gets good traffic and and smart. upcoming book “Deal with It Honey: Living Large at a attention. Now that she has some time she is beginning to plan a business around her blog. Small Price & Other Adventures in Stylish Frugality” on Oprah. ‣People to like his deals ‣Easy to use site, she is busy Needs ‣To have fun while finding deals ‣Easy to integrate features ‣Easy to use commenting tools ‣Affirmation from other users ‣The best deals ‣To know that Savings.com will increase her traffic ‣The best deals ‣Feedback ‣To know that Savings.com won’t damage her image ‣To know how Savings.com could fit her new venture ‣ Monetization possibilities ‣To make new online friends ‣To increase his following ‣To know how to better promote himself ‣Exposure ‣To get followers for her blog ‣Feedback & ideas from her fans ‣To discover that she could provide value to others by ‣API for him to make his own Savings.com sharing her awesomeness. apps Get recognized while sharing your vast Savings.com is an awesome partner to help grow Save money, interact and have fun, “you too can be a your brand and user base. They will help me make Value DealPro”. “It’s easy!” wisdom with the unwashed masses. You are a Prop “Nerd” god. Chicks dig you. more money. Others will know you are a god on We are an awesome partner to help you grow your Core Save money, have fun & discover that you could be a brand and users which will help you make more DealPro. It’s super easy. Savings.com and chicks will dig you. Message money. in mind. They are figurative and should only be used as a guide. Please Note: These profiles are done with DealPro recruitment21
  22. 22. Users / Messaging (Example) Robert & Susan Bill Navin Melinda Name Grant Potential Current Role The Donor Research Partner Employee Employee ‣ Fun ‣ Consistency ‣ Familial • Proud ‣ Impacting ‣ Establishment ‣ Accepting • Celebratory ‣ Hopeful ‣ Direct, matter of fact ‣ Encouraging • Uplifting Tone ‣ Authentic ‣ Successful & ‣ Empowering • Not-fluffy confident ‣ Fun • Vernacular • Simplified • Results-oriented ‣ Legacy ‣ Successful in ‣ Today, employees, • Pride ‣ Direct Impact on a translational research facilities, history • Feeling of personal level ‣ Core skill sets ‣ Small size, no accomplishment • Show others, friends, ‣ Tangible Purpose ‣ Idea to bureaucracyValue Prop ‣ Proven impact family, recruitment commercialization ‣ Lifestyle • Unity of vision ‣ Track record ‣ Individual • What is happening ‣ Great people, tools, vision & challenges ‣ Videos ‣ Timeline of history/ ‣ Video stories • Diagramatics ‣ Historical case studies accomps ‣ Highlight tools • Stories & statements ‣ Gala history ‣ Information ‣ Photography • Photography ‣ Wiki ‣ Wiki • Employee history/Metaphors ‣ [Visual/Engage/Inspire] narratives ‣ [Factual/Informational] ‣ [Visual/Engage/Inspire] [Visual/Engage/Inspire] Writing needs to be authentic, confident and Directors empowering. Images and visual language need to Comments be celebratory and heroic. 22
  23. 23. Messaging Messaging informs the tone, features and design aesthetic that the audience will interactive. It is built around our user base and what their needs are to create the most effective interaction through the site user path. Picture Picture Picture Name Role ToneValue PropMetaphors 23
  24. 24. TM Simplify Digital. 30 MinutesGoal SettingToolkit 3© Groop Skool 2010-2011 24
  25. 25. Your BrandYour Users’Goals Needs
  26. 26. User StoriesBased on our users needs let’s map out the story of you will help them accomplishing their goals. Type Title Title Title User Name 1 Name 2 Name 3 User Story 1 Enter story... Enter story... Enter story... User Story 2 Enter story... Enter story... Enter story... 26
  27. 27. TMSimplify Digital.Notes© Groop Skool 2010 - 2011 27
  28. 28. TMSimplify Digital.Notes© Groop Skool 2010 - 2011 28
  29. 29. TM Simplify Digital.WeekendWebWorkshopsInceptionDay 2This workbook belongs to:
  30. 30. TMSimplify Digital. 1. Inception 2. Execution 3. ReleasePhase The Idea Phase Design & Build Release & IterateObstacles ‣ Different language andYou’ll Have ‣ Shiny object syndrome ‣ Lack of launch QA plan interests ‣ Brainstorming alone ‣ Not knowing what to do next ‣ Lack of buy-in and ‣ Not knowing your users consensus ‣ No user feedback system ‣ No clarity as to functionalityToolkits 1. Brand Attributes Toolkit 4. Alignment Toolkit 7. QA Toolkit 2. User Definition Toolkit 5. Planning Toolkit 8. Launch Plan Toolkit 3. Goal Setting Toolkit 6. User Story Toolkit 9. User Testing ToolkitTeam Feels: Purpose Motivation Confidence Focus Commitment Adoption Clear Priorities Clarity Learning © Groop Skool 2010 - 2011 2
  31. 31. TMSimplify Digital.Day 1Coffee, Juice and Bagels  08:30 - 09:30Goal Setting 09:30 - 10:00Organizational Goal Setting Group Exercise 10:00 - 10:30Organizational Goal Setting Exercise with a Partner 10:30 - 11:00Break 11:00 - 11:15User & Organizational Alignment Group Exercise 11:15 - 12:00User & Organizational Alignment with a Partner 12:00 - 12:30Lunch Break 12:30 - 01:30User Stories 01:30 - 01:45User Story Group Exercise 01:45 - 02:00User Story with a Partner 02:00 - 02:30Flow, Site Map & Wireframes 02:30 - 03:00Break 03:00 - 03:15Site Map Exercise 03:15 - 03:45Present Site Map 03:45 - 04:00Wrap up Exercise & Resources (Files) 04:00 - 04:30© Groop Skool 2010 - 2011 3
  32. 32. Brand Driven DesignThree factors determine the direction your website and salesplatform should take. The first factor is your brand: Who areyou? What do people say about you? Everything from whattype of content to color to interaction style depends on whoyou are.The second factor is your goal: What goals are you trying toachieve with your initiative? Do you want to increase onlinesales? Do you want to make your customer service better? Doyou want to increase enrollment?Finally there is the third and most important factor, which isyour user. Who are they? What do they need? Meeting theirneeds is the key imperative. If we meet their needs, we havesucceeded. Your Brand Your Users’ Goals Needs4
  33. 33. TM Simplify Digital. 30 MinutesGoal SettingToolkit 3© Groop Skool 2010-2011 5
  34. 34. Your BrandYour Users’Goals Needs
  35. 35. Provide InformationTerm Concept Desirabilit Total 3 Organization wide contacts & links 10 3 Job Information y 10 10 3 News (Links about foundation) 5 3 History 10 10 3 Clinical Trial Information 9 3 Fundraising Information (Gala, uses, functionality for online 10 10 Map of the Alfred Mann ecosystem 10 Current Research 10 10 donations, etc.) Future Direction 8 8 Story of Alfred Mann & Foundation/Contractors 10 10 1 Mission/Vision/Why 10 10 1 What are we doing? 10 10 1 What have we done: stories/case studies/etc. 10 10 Contact Information, General info, maps 10 10 Photography/Imagery to support visualization 10 10 Employee Testimonials / Profiles (video) 7 7 Patient Information (Current & Future) 9 9 What is the culture like? 9 9 3 Content Management for other sites 9 9 2 Executive Team bios/stories 10 10 2 Board of Directors profiles 10 10 Annual Reports 9 9 List of inventions & contributions & publications 10 10 7 © GroopLab LLC, 2009 - 2010
  36. 36. Increase EngagementTerm Concept Desirability Total 1 Online donations 10 10 Nice page that doesn’t get stale 10 10 Contact 10 10 Apply for a job 10 10 Video profiles of employees 6 6 Video Cast studies 8 8 Gala profiles 10 10 1 Imagery to humanize/inspire/energize 10 10 2 Clear user path/navigation/easy access 10 10 Search optimization/Meta tags 5 5 1 Clear Landing 10 10 Look & Feel / Brandmark - Consistent 10 10 Constructed messaging 10 10 AMF Logo, naming, site landing URL, etc. 10 10 Tours & Events 5 5 Conference Meetings we participate/are mentioned in 5 5 Organizational Partners 9 9 Industry news & Coverage - curated 6 6 8 © GroopLab LLC, 2009 - 2010
  37. 37. Promote Message & Brand: Culture, Impact & PeopleTerm Concept Desirability Total External Industry Validation 10 10 Show where people’s $$ and efforts go (including 10 10 employees) Help physicians find us 5 5 Help people/patients fin us 5 5 Discovery/Validation for donors 10 10 Positioning & Clarification (who we are, why we are 10 10 special, how we are green, who we serve) Sense of culture 10 10 Sense of pride / Identify & Definition 10 10 Promote buy-in 10 10 Help people provide referrals 8 8 Control content & message - aspirational 10 10 Clarity of purpose 10 10 Demonstrate impact 9 9 Tell the stories of people - compelling & engaging 10 10 Inspire the people in the company 8 8 Provide an accurate description 8 8 9 © GroopLab LLC, 2009 - 2010
  38. 38. Increase Impact (Revenue, Donations, Profit) Term Concept Obtainability Desirability Total 0 0 0 0 0 0 0 0 0 0 0 0 0 010
  39. 39. Increase Efficiency (Reduce Costs, Save Time) Term Concept Obtainability Desirability Total 0 0 0 0 0 0 0 0 0 0 0 0 0 011
  40. 40. Increase Awareness (Mindshare, Publicity) Term Concept Obtainability Desirability Total 0 0 0 0 0 0 0 0 0 0 0 0 0 012
  41. 41. TM Simplify Digital. 30 MinutesAlignmentToolkit 4© Groop Skool 2010-2011 13
  42. 42. Organizational Objectives + User Goals = Features Now we tie the objectives of your Organization to the needs of your Users to identify key Feature Sets. We then prioritize these feature sets across the categories to identify our priorities. Potential Current Researcher Employee Employee Donors ResearchFeatures Help people Needs a Gain Help people & Partnervia Goals under their challenge, alignment & engage with Work with& Needs care/solve ability to access share w/ AMF Mission leaders problem best tools & those around make an impact them ‣ About & History ‣ History ‣ History ‣ Job postings (submit ‣ FAQ resumes, form ‣ Themes for ‣ Downloadable ‣ Downloadable submissions) ‣ Current events Gala one-sheet one-sheet announcements Provide ‣ Downloadable one- & accoms Mission & ‣ Print/Email ‣ Current areas of ‣ Current areas of sheet Vision ‣ Ask a question research research ‣ History ‣ History ‣ Progress on ‣ Blog ‣ Blog ‣ Blog ‣ Blog projects ‣ FAQ ‣ FAQ ‣ Video narratives ‣ Timeline history ‣ Timeline history ‣ Video (tour, ‣ Videos of of pattents patient story, patient stories ‣ Downloadable ‣ Research mgmt/emplEngagement ‣ Past event one-sheet approach stories) ‣ Simplevia Imagery & highlights diagramatics ‣ Video mission ‣ Surveys/questions Stories ‣ short text/large ‣ Tour of facilities ‣ Product Stories images ‣ Big type ‣ Information ‣ Information pushes ‣ Subscribe to ‣ Information pushes for SEO for SEO newsfeeds pushes (tweets, ‣ Serif typeface feeds, etc. )for ‣ Social media ‣ About/FAQ ‣ Surface Tech, ‣ Informaiton pushes SEOCommunicate accomps (tweets, feeds, etc.) campaign ‣ Surface Tech Brand Value ‣ Wiki for SEO ‣ Accomps & Inspire ‣ Donations online (1-Line, ‣ Interactive history ‣ Accomps Pride subs) ‣ SubscribeNotes for UX: User-Based Navigation AMF/ Alumni/ Spinoffs 14 © GroopLab LLC, 2009 - 2010
  43. 43. Organizational Objectives + User Goals = FeaturesNow we tie the objectives of your Organization to the needs of your Users to identify key Feature Sets.We then prioritize these feature sets across the categories to identify our priorities. User 1 User 2 User 3 Type Primary Goal Primary Goal Primary Goal Primary Need Primary Need Primary Need Organizational Objective 1 Organizational Objective 2 Organizational Objective 3 Organizational Objective 4 15
  44. 44. TM Simplify Digital. 30 MinutesUser StoryToolkit 5© Groop Skool 2010-2011 16
  45. 45. User StoriesBased on our users needs let’s map out the story of you will help themaccomplishing their goals. Type Angel Baby Boomer Tech Savvy Service Provider User Donna Downey Dwayne Marks Jasmine Zorlu Laura Bloomenthal Entry: Entry: Entry: Entry: 1. Searches ancestry, 1. Invite from Donna 1. Invite from Donna 1. Direct contact other fam history on 2. Searching for family 2. Family conversation / 2. Professional google and sees SEO istory wall post contracts or award 3. Word of mouth 3. PR exposure 3. Advertising at 2. Sees FB targeted ad 4. Comment on a cause conference / prof 3. Sees HU in media, print, WWII Engagement: site / trade TV lifestyle press Similar to Dwayne 4. Request from HU 4. Speaks to a friend who Engagement: Sees family profile user is talking about it. Gets Donna / HU email - Logs in and starts 5. Checking out other 5. Engagement: text / audio direction contributing - asks to be providers case 6. goes a video about a Clicks through link and lands added studies featured story (carousel) on his lite profile Logs in and starts 7. Clicks on a get started Sees a video tutorial, contributing Engagement: button (or login) Donnaʼs message and get Sees family portraits / Separate service 8. Strong Imagery started media providers entry Uses: Quick visual instructions fills out profile and sets Enters login and pass (custom to Demo same w/ Uses: up account Basic info about herself and video) Browsing, reading, Gets vetted / approved family commenting on the family Starts setting up family - Uses: album Uses: each member with an invite HU asks where he wants to Comments / curates Listing her services User Story and a question - light profile start Ask questions Project mgmt / schedule / 1 set up by Donna Selects project, event, profile Exports images / comm / files DASHBOARD Suggests given by HU slideshows / other content MyCypher transcription checks family updates based on time and family Links to her FB profile Answer the forum posts checks for new things events Gets mobile updates Prof / group events relevant to her Like Pandora Looks for family project Find collaboration / stars new even Sees suggested architecture ideas peerage starts new project of proj Uses the app to upload Subscription fees add family member Fills aout first story (already content (FB and HU) Checks out workshop etc add guest asked Donna) visualizes the family quilt Premium service / profile browse providers Starts new stories adds ppl building Reviews see samples Add to other ppls wikis Wants to fill in the ʻdryʼ HU Profile browse providers Prompts new stories from spots Makes her own page as see samples family case study (becomes browse forum (tips from ppl set up recording sessions ʻDonnaʼ or ʻDwayneʼ) like her) leaves posts Prompts others for content Provides tips etc.. browse family content and Browse providers / books Professional feedback updates event / person Identifies w/ groups he was push starts a family associated with - join and conversation communicates w/ watches for new notifications 17 © GroopLab LLC, 2009 - 2010
  46. 46. User StoriesBased on our users needs let’s map out the story of you will help them accomplishing their goals. Type Title Title Title User Name 1 Name 2 Name 3 User Story 1 Enter story... Enter story... Enter story... User Story 2 Enter story... Enter story... Enter story... 18
  47. 47. TMSimplify Digital.Notes© Groop Skool 2010 - 2011 19

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