Spread it, Split it & Stack it - 3 Methods for Qualifying Content

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Spread it, Split it & Stack it - 3 Methods for Qualifying Content.

This the presentation I gave at the 2010 Big Design Conference In Dallas

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Spread it, Split it & Stack it - 3 Methods for Qualifying Content

  1. 1. Ever find yourself staring at a blank sheet of paper?<br />
  2. 2. Populating a page requires qualification <br />(Same goes for a book or a website) <br /><ul><li>Whatis the context of this collection of stuff?
  3. 3. Whatis the source of the stuff?
  4. 4. How should it be organized?
  5. 5. Howwill maintenance be managed?</li></li></ul><li>Context<br />Whatis the context of this particular collection of stuff?<br /><ul><li> Audience</li></ul>Who will read this? <br /><ul><li> Usefulness</li></ul>What will they do with it? <br /><ul><li> Timeliness</li></ul>When will they be reading it?<br /><ul><li>Location</li></ul>Where will they read it?<br /><ul><li>Relevance</li></ul>Why do they care?<br />Context will shape the information within it<br />
  6. 6. Content<br />Whatis the source of the stuff?<br /><ul><li> User Generated</li></ul>Reviews, Editorials, Announcements<br /><ul><li>Corporate Communication</li></ul>Announcements, Mandates, Programs<br /><ul><li>Industry</li></ul>Competitors, Trends<br /><ul><li>Training</li></ul>Personal Development, Applications?<br /><ul><li>Administration</li></ul>Tools, Forms?<br />
  7. 7. Organization<br />How will the content be organized?<br /><ul><li> Geographically
  8. 8. Organizationally
  9. 9. Discipline or Skill set
  10. 10. Posting Date
  11. 11. Topic</li></li></ul><li>Maintenance<br />How will the maintenance be managed?<br /><ul><li> Automated
  12. 12. Content Management System
  13. 13. Content Manager Role
  14. 14. Criteria for Content </li></li></ul><li>Stack <br />it<br />Split <br />it<br />Spread<br />it<br />3 Methods of <br />Qualifying Content*<br />*before you EVEN get into page layout<br />
  15. 15. Been there<br /><ul><li> Travelocity
  16. 16. Texas Instruments
  17. 17. Dr Pepper
  18. 18. Radio City Entertainment</li></ul>Done that<br /><ul><li> Art Director
  19. 19. Information Architect
  20. 20. Consultant
  21. 21. Speaker/Lecturer
  22. 22. Author</li></li></ul><li>Spread it<br />Card Sorting<br />
  23. 23. Method #3: Spread it<br />Card Sorting<br />
  24. 24. Method #3: Spread it<br />“Card sorting is a great, reliable, inexpensive method for finding patterns in how users would expect to find content or functionality.” <br /> - Donna Spencer<br />This is Donna. <br />She literally wrote the book on Card Sorting(Rosenfeld Media – 2009)<br />
  25. 25. Method #3: Spread it<br />Software<br />Manual<br />
  26. 26. Method #3: Spread it<br />Closed Sort<br />Open Sort<br />What would you call this group?<br />This group is called _______<br />What items would go in this group?<br />
  27. 27. Method #3: Spread it<br />Once upon a time…<br />
  28. 28. Method #3: Spread it<br />Major Pain Points<br /><ul><li> Items difficult to find
  29. 29. Not relevant to all users
  30. 30. Main content least used</li></li></ul><li>Method #3: Spread it<br />Wireframe I<br />
  31. 31. Method #3: Spread it<br />Card Names & Descriptions<br />
  32. 32. Method #3: Spread it<br />Card Sort UI<br />
  33. 33. Method #3: Spread it<br />Card Names & Descriptions<br />
  34. 34. Method #3: Spread it<br />Drag<br />
  35. 35. Method #3: Spread it<br />Drop<br />
  36. 36. Method #3: Spread it<br />Repeat<br />
  37. 37. Method #3: Spread it<br />Label<br />Repeat that bit too<br />
  38. 38. Method #3: Spread it<br />Comment<br />If you must<br />
  39. 39. Method #3: Spread it<br />The Data<br />
  40. 40. Method #3: Spread it<br />Trend Cloud<br />Essentially the same<br />2<br />Collective trend<br />3<br />Close variations<br />1<br />Most used<br />3<br />
  41. 41. Method #3: Spread it<br />Wireframe II<br />
  42. 42. Method #3: Spread it<br />Final Development<br />This not so much<br />This I need often<br />
  43. 43. Split it<br />Context Targeting<br />
  44. 44. Method #2: Split it<br />Cool <br />Feature!<br />Goal<br />How closely does this feature support the goal?<br />
  45. 45. Method #2: Split it<br />First level validation of user goal upon arrival to the site<br />Directly supports one of the primary user goals - strategic placement <br />Indirectly supports primary user goals - Peripheral <br />Required<br />Corollary<br />Does not directly or indirectly support primary user goals - Least emphasis <br />Ancillary<br />Extraneous<br />
  46. 46. Method #2: Split it<br />Required<br />Corollary<br />Ancillary<br />Extraneous<br />
  47. 47. Method #2: Split it<br />Outcomes<br />Required (1)<br />Establish User-centered hierarchy of existing page elements<br />Corollary (2)<br />New<br />Ancillary<br />Establish User-centered criteria for characterizing future page elements<br />Ancillary<br />(3)<br />Gain basis for determining elements that might be placed further down the path to better use real-estate on page<br />Extraneous (4)<br />
  48. 48. Stack it<br />Faceted Feature Analysis<br />
  49. 49. Method #1: Stack it<br />Raw Material <br /><ul><li> Business Requirements Document
  50. 50. Field Inquiry
  51. 51. Brainstorm
  52. 52. Competitive Analysis
  53. 53. User Stories
  54. 54. Existing Features</li></li></ul><li>Method #1: Stack it<br />Itemized list of<br />unqualified requirements<br />Make a list<br />
  55. 55. Method #1: Stack it<br />Rate the list: 3Criteria<br />Business Value<br />What is the importance of this feature to the business goals of the project. <br />Making/Saving money<br />
  56. 56. Method #1: Stack it<br />Ratethe list:3Criteria<br />Technical Ease of Implementation<br />What is the feasibility of the development of each feature. This can take in sophistication, amount of work or discovery.<br />
  57. 57. Method #1: Stack it<br />Ratethe list:3Criteria<br />User Value<br />How does this feature contribute to the goals of the user both internal and external.<br />
  58. 58. Method #1: Stack it<br />Ratings from 1 to 5<br />5 being highest<br />Ratethe list:3Criteria<br />
  59. 59. Method #1: Stack it<br />Most Flexibility<br />Least Flexibility<br />x3<br />x2<br />x1<br />CreateaFlexibility Matrix<br />
  60. 60. Method #1: Stack it<br />Multiply the values in each column by their weight from the matrix <br />x1<br />x2<br />x3<br />Mapthe matrix to the criteria<br />Sort on the weighted scores <br />28<br />12<br />22<br />24<br />
  61. 61. Method #1: Stack it<br />Scorethe list<br />Effort can be mapped directly to <br />Cost or Time<br />
  62. 62. Method #1: Stack it<br />Sort the list<br />Complete Solution<br />Natural <br />Cut-off<br />Point<br />Alternative features, later phase or <br />discards<br />
  63. 63. Method #1: Stack it<br />Fine tune the list<br />Up for Negotiation<br />
  64. 64. Method #1: Stack it<br />So…What do you get?<br />Objectivity <br />Using over-riding, agreed-upon constraints as the means of emphasis rather than personal influence.<br />
  65. 65. Method #1: Stack it<br />But wait! There’s more! <br />Project Planning<br />Scope and estimates provide the basis for a project plan<br />
  66. 66. Method #1: Stack it<br />But wait! There’s more! <br />Mitigates Churn<br />Reduces down-stream, second-guessing. There are fewer surprises.<br />
  67. 67. Method #1: Stack it<br />But wait! There’s more! <br />Politics<br />Features rise or drop in the list on their own merit not because anyone knocked it down or ram-rodded it to the top. <br />
  68. 68. Method #1: Stack it<br />Onceupon a time…<br />New boss<br />Client with 2 stated goals<br /><ul><li> Marketing: Differentiate brands
  69. 69. Business: Drive revenue</li></ul>Boss’s suggestion doesn’t support goals<br />Can’t call boss stupid<br />
  70. 70. Stack-it<br />Content hierarchy<br />Split-it<br />Match content <br />to goals<br />Spread-it<br />Expectations for <br />content<br />
  71. 71. Q<br />A<br />&<br />

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