Your SlideShare is downloading. ×
The Groop Welcome Kit Sample
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

The Groop Welcome Kit Sample

4,001
views

Published on


0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
4,001
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
270
Comments
0
Likes
2
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Welcome to The Groop p le S This Workbook Belongs to: am
  • 2. Table of Contents ‣ Welcome ‣ Our Process ‣ Brand Driven Design ‣Defining Your Brand ‣Defining Your Users ‣Next Steps 2 © GroopLab LLC, 2009 - 2010
  • 3. Welcome Welcome to the Groop family. The goal of this document is to share with you some of the key steps in our process that will help us define and agree on the direction that we will take together in the next few months. Our goal is to make the process of working and learning with us one that is simple, actionable, visual and interactive. That is why this document is in the form of a workbook that you can do on your own or during a Groop workshop that we will do together soon. Hi! Throughout the workbook this little guy: will appear with rules, tips and guidance. We hope you find this workbook valuable at foreshadowing what your experience with us will be like and how we will help your company achieve success! Jose Caballer Chief Visionary, Chief Creative Officer 3 © GroopLab LLC, 2009 - 2010
  • 4. Our Process Step Description Deliverables A deep understanding of your business and your ‣ Review your site analytics 1. Immersion users will help us better deliver a successful web ‣ Identify usability issues experience. During this part of our process we ‣ Interview stakeholders ‣ Audit the competition listen intently and work to understand your needs. ‣ User Immersion Most importantly how we can delight your ‣ Develop User Personas customers. If time and money where unlimited we would skip ‣ Develop success metrics 2. Plan this step and get to the fun. Being that they are ‣ Brand & Product Workshop not, we take this step seriously to ensure that ‣ Develop creative brief ‣ Create content plan your investment has the maximum impact ‣ Create product roadmap possible. The plan is adjusted throughout the ‣ Identify risks and mitigation process as we measure results and iterate. Designing a successful website is both about art ‣ Create user scenarios 3. Design and science. We consider the design of your ‣ Information architecture technology solution as important as the design of ‣ Develop functional specifications ‣ Annotated site wireframes your buttons. ‣ Create visual “site scape” Beauty meets utility. You can call it beautility if ‣ Design visuals & interactivity you would like. Your goals, your users and your ‣ Visual style guide brand drive the design of both experience and technology. Our technologists have been know to be artful. Or ‣ Release planning 4. Build at least known to speak in plain language about ‣ Server set up technology no matter how experienced or new to ‣ Front-end development ‣ Back-end development technology you might be. Though we help you ‣ 3rd party integration with your CMS, can develop in PHP .NET and , AS3 we’ll talk in english to you and your internal IT teams. Three, two, one, launch is easier said than done. ‣ Analytics integration 5. Launch Before we are even close to “three” we ensure ‣ Release management that analytics are in place, your site is tested and ‣ Quality Assurance that the process of launching is painless to you and your IT team. After a brief (very brief) break to celebrate we get ‣ Review Analytics 6. Assess & back to work and check the numbers. Assessing ‣ Review success metrics Iterate how effectively we met your goals and adjusting ‣ Future iteration planning to do even better. We believe in ongoing incremental improvements. Unfortunately the “big bang” theory seldom works. Release, measure, release. Do it again. 4 © GroopLab LLC, 2009 - 2010
  • 5. Our Process Step Description Deliverables A deep understanding of your business and your ‣ Review your site analytics This workbook 1. Immersion users will help us better deliver a successful web ‣ Identify usability issues will focus on experience. During this part of our process we ‣ Interview stakeholders ‣ Audit the competition this part of our listen intently and work to understand your needs. ‣ User Immersion process. Most importantly how we can delight your ‣ Develop User Personas customers. If time and money where unlimited we would skip ‣ Develop success metrics 2. Plan this step and get to the fun. Being that they are ‣ Brand & Product Workshop not, we take this step seriously to ensure that ‣ Develop creative brief ‣ Create content plan your investment has the maximum impact ‣ Create product roadmap possible. The plan is adjusted throughout the ‣ Identify risks and mitigation process as we measure results and iterate. Designing a successful website is both about art ‣ Create user scenarios 3. Design and science. We consider the design of your ‣ Information architecture technology solution as important as the design of ‣ Develop functional specifications ‣ Annotated site wireframes your buttons. ‣ Create visual “site scape” Beauty meets utility. You can call it beautility if ‣ Design visuals & interactivity you would like. Your goals, your users and your ‣ Visual style guide brand drive the design of both experience and technology. Our technologists have been know to be artful. Or ‣ Release planning 4. Build at least known to speak in plain language about ‣ Server set up technology no matter how experienced or new to ‣ Front-end development ‣ Back-end development technology you might be. Though we help you ‣ 3rd party integration with your CMS, can develop in PHP .NET and , AS3 we’ll talk in english to you and your internal IT teams. Three, two, one, launch is easier said than done. ‣ Analytics integration 5. Launch Before we are even close to “three” we ensure ‣ Release management that analytics are in place, your site is tested and ‣ Quality Assurance that the process of launching is painless to you and your IT team. After a brief (very brief) break to celebrate we get ‣ Review Analytics 6. Assess & back to work and check the numbers. Assessing ‣ Review success metrics Iterate how effectively we met your goals and adjusting ‣ Future iteration planning to do even better. We believe in ongoing incremental improvements. Unfortunately the “big bang” theory seldom works. Release, measure, release. Do it again. 5 © GroopLab LLC, 2009 - 2010
  • 6. Process Overview Here’s a visual overview of our process… super fast! Strategy Workshops User Interviews User Profiles: CauseCast Competitive Audit Design Immersion: Motorola Project Planning 6 © GroopLab LLC, 2009 - 2010
  • 7. Process Overview Identity Design: ThisNext Content Planning Information Architecture Visual Designs Tech Development Analytics Tracking 7 © GroopLab LLC, 2009 - 2010
  • 8. Brand Driven Design Three factors determine the direction your website should take. The first factor is your brand: Who are you? What do people’s guts say about you? Everything from what type of content to color to interaction style depends who you are to your users. The second factor is your goals: What goals are you trying to achieve with your initiative? Do you want to increase online sales? Do you want to make your customer service better? Do you want to increase enrollment? Finally there is the third and most important factor, which is your user. Who are they? What do they need? Meeting their needs is the key imperative. If we meet their needs, we have succeeded. Your Brand Your Users’ Goals Needs 8 © GroopLab LLC, 2009 - 2010
  • 9. Defining Your Brand Your Brand Your Users’ Goals Needs
  • 10. Branding vs. Identity What is Branding? A set of qualities, ideas, and attributes promised and delivered in every experience and every interaction a person may have with a company Branding 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 that company presents itself and conducts business. From the highest levels of management to the smallest components of everyday interactions, a brand should be legible, clear, and well-articulated. How is Identity different? A Company’s Identity system is the visual expression of the brand through an 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 through an identity (symbol and logotype), typography, color palette and layout. Nike’s Logo vs Customers Feeling 10 © GroopLab LLC, 2009 - 2010
  • 11. Brand Attribute Definition How do I define my brand? Reality starts with language. What we say becomes what we manifest. Therefore you can start by describing your brand in words. To help you come up with those words we use a process called Brand Attribute Definition. Or B.A.D. as in make my business “BAD Ass Awesome”. : ) Brand Attributes How would you describe what you do, for whom you do it and how that emotionally benefits and tangibly provides value to them? The cost/time/money/satisfaction General qualities your your customer gets brand should convey General Value Attributes The advantages that your customers perceives that get Describe your customer Your Benefits Brand User If your brand was a friend of Describe yourself and yours how would you describe your culture their personality? Personality Culture 11 © GroopLab LLC, 2009 - 2010
  • 12. Define Your Brand Attributes Rules: Try to say it in one word. In each of the categories below write 5 adjectives Do not edit yourself. that describe your business. Anything goes here. Go for quantity not quality. You can say anything. Example: “Poop” General: Personality: Culture: Customers/ Benefits: Value: Audience: Fun Genuine Creative Entrepreneurial Peace-of-mind Financial gain 13 © GroopLab LLC, 2009 - 2010
  • 13. Select Final Attributes Rules: Ok, now you can edit Choose 5 final attributes from each category and write them in below. General: Personality: Culture: Customers/Audience: Benefits: Value: 14 © GroopLab LLC, 2009 - 2010
  • 14. Your Brand Statement Hint: Try different ones and see Select 1 word in each category and place them in their how they sound. Keep corresponding place below. doing that until you can “feel it”. You can use your general attributes and ______________ provide(s) ______________ you can change the order if you Name (Your Business) Website / Product / Service want. to ______________ in a(n) _______________ Users Culture and ______________ way to help them Personality ________________ and _______________. Benefits Value Example: how do we make them feel. Lets try it out: y online shoppers submitted by both expert and Savings.com provides coupons and deals to savv t manner helping shoppers save money and feel grea sometimes just savvy DealPro’s in a trustworthy doing it. ld try it. ple of how you could use the attributes. You shou This is not our mission statement, simply an exam 15 © GroopLab LLC, 2009 - 2010
  • 15. Defining Your Users Your Brand Your Users’ Goals Needs
  • 16. The Basics Why do I need to do this? You know that customers are the most important thing in your business and therefore they are the most important driver of what you do online. Creating a tangible picture of who your customer is requires you to “really see them” 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 help you 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 the time. More importantly you likely have some data of who they are. If you are a new business and have already defined them you have them written down somewhere or in your head. If you are the founder of a start-up there is a high likelihood that you yourself are the main customer profile or know someone close to you is. Who are your customers? 17 © GroopLab LLC, 2009 - 2010
  • 17. The Basics What do I need to define about my customer? To start a name, any name. One that reflects their background. Giving them a name begins to make them real. You don’t have “customer 1” as a customer, you have Linda Johnson as a customer. Second demographic information such as age, gender, income & marital status. Third, their story. Describe the situation they are in that has created potential interest in your product or service. Finally, what do they need from your product or service? This can be a feature or it can be an attribute of how the feature work such as “easy to use”. Betty Peterson - “The “Accidental Entrepreneur” Female, Brooklyn New York Name Age: 32, Ex - Advertising Creative Director In a relationship Betty just got laid off from an Ad agency where she was a creative director. Story Betty loves all things “Home”. From hand knit pillows, to cooking to decorating. She is already a big seller on Etsy. Understands the internet, but not the first thing about business. Wants info in “her language”. Wants to start her own online store and brand. Needs She needs to know about ecommerce. She also needs to know the basics of how to start a business. It needs to be super easy to user and understand. 18 © GroopLab LLC, 2009 - 2010
  • 18. User Definition: Part 1 Create 3 users profiles for your online business. Start with the name, then the story then their needs. Finish by finding a picture in a magazine or online that you feel best represents what the user looks like. Picture Picture Picture Name Story Needs 19 © GroopLab LLC, 2009 - 2010
  • 19. Next Steps So what next? First we hope you had a chance to think about and fill out some of this workbook. Based on our conversation we recommend I look forward to the following steps in our process next: helping guide you to online success. 1. Immersion ‣ Review your site analytics ‣ Identify usability issues ‣ Interview stakeholders ‣ Audit the competition ‣ User Immersion ‣ Develop User Personas 2. Plan ‣ Develop success metrics ‣ Brand & Product Workshop ‣ Develop creative brief ‣ Create content plan ‣ Create product roadmap ‣ Identify risks and mitigation What is our goal? Our goal is to provide you with clarity and direction. To work together to develop an actionable roadmap for success. Once in hand, that roadmap will help drive your efforts and get you, your team, your strategic partners and investors all on the same page and excited about the possibilites. In person session Our immediate next step is to schedule 2 hours to conduct the Brand Definition Workshop and User Definition Workshop. 21 © GroopLab LLC, 2009 - 2010
  • 20. Next Steps Thank You 22 © GroopLab LLC, 2009 - 2010

×