More Related Content Similar to An Advertising Design Problem (20) An Advertising Design Problem1. © 2016 Naked Communications All Rights Reserved
1
AN ADVERTISING DESIGN PROBLEM
RE-THINKING HOW WE DO WHAT WE DO WITH UXD
CRAIG ADAMS
STRATEGY DIRECTOR
IAN SWANSON
DESIGN LEAD
3. © 2016 Naked Communications All Rights Reserved
3
IMMERSION IN THE BRIEF
SKETCHING
EXPLORING IDEAS
MAKING
DOING
CODING
DESIGNING
CREATING
MAKING
CREATING
CODING
DESIGNING
DOING
ALL TEAMS
CHECK IN
SKILL SHORTAGES
WANTS & NEEDS
HELP EACH OTHER
ALL TEAMS CHECK
IN & SHARE
PROGRESS/IDEAS/CHALLENGES
FOCUS AREAS/SKILL SHORTAGES
ALL TEAMS CHECK
IN & SHARE PROTOTYPING
& FOCUS FOR DAY 2
SKETCHING/DEVELOPING
PROTOTYPING/EXPLORING
SERVE LUNCH
EAT TOGETHER
SERVE LUNCH
EAT TOGETHER
48
HOURS
9DAY
TWO
COUNTDOWN EVERY HOUR
6
SHOW & TELL
NIGHT
BEFORE
BRIEFING &
SOCIAL
7DAY
ONE
5. 5
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FRIDAY, JULY 29TH
GOODNESS IN JULY
@ GOOGLE HQ, 9:00-18:30
SYDNEY
7. © 2016 Naked Communications All Rights Reserved
7
TODAY
THE PROBLEM(S) WITH ADVERTISING
THE DESIGN OPPORTUNITY
STEALABLE STUFF YOU CAN STEAL
CHANGING THE WAY WE WORK
8. © 2016 Naked Communications All Rights Reserved
8
IS IT ME, OR HAS
ADVERTISING GOT REALLY HARD?
9. © 2016 Naked Communications All Rights Reserved
9
WHEN I LOOK AROUND, IT SEEMS THAT
MOST OF US ARE LOST
CONFUSED
DESPERATE
SPLIT-UP
FRUSTRATED
AM I THE ONLY ONE
WHO FEELS LIKE THIS?
10. © 2016 Naked Communications All Rights Reserved
10
UNPRECEDENTED MARKET PRESSURES
(MORE PLAYERS, BIGGER TARGETS, LESS MONEY, LESS TIME)
11. © 2016 Naked Communications All Rights Reserved
BRICOLEURS TINKER WITH A MYRIAD OF DISPARATE
MATERIALS THAT HAPPEN TO BE AVAILABLE AND
PUT SEEMINGLY UNRELATED THINGS TOGETHER INTO
SOME SEMBLANCE OF ORDER. WE ARE JUNK
COLLECTORS WHO BRING ORDER OUT OF CHAOS.
11
‘BRICOLAGE’
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12
SPECIALISING INTO IRRELEVANCE
(CONTENT, SOCIAL, DATA, CREATIVE, COMMS, BRAND)
13. © 2016 Naked Communications All Rights Reserved
13
“DISCIPLINES HAVE BIRTHED SPECIALISED VERSIONS
OF THEMSELVES. ALL THIS SPECIALISATION WOULD
SUGGEST THE INDUSTRY IS BECOMING MORE
PRODUCTIVE AND THAT IT IS MAKING MARKETING BOTH
MORE EFFICIENT AND EFFECTIVE FOR BUSINESSES.
YET ALL THE EVIDENCE SUGGESTS OTHERWISE.”
(SPECIALISING INTO IRRELEVANCE; GARETH KAY, 2015, CHAPTER SF)
14. © 2016 Naked Communications All Rights Reserved
14
UNHEALTHY FIXATION ON SIMPLICITY
(ALL HAIL THE CREATIVE BRIEF…!)
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15
STRATEGY IS
SACRIFICE
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16
BLISSFULLY MOTIVATED BY ONE THING
(AGAIN, PERHAPS TRYING TO KEEP THINGS SIMPLE)
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17
MOTIV-
ATION
EASE
BEHAVIOURAL
PROPENSITY
18. © 2016 Naked Communications All Rights Reserved
18
MOTIVATION
EASE BEHAVIOURAL
PROPENSITY
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19
CREATING NOISE OVER VALUE
(AND ASKING FOR MORE THAN WE’RE GIVING)
20. © 2016 Naked Communications All Rights Reserved
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AND IN DOING SO
OBSESSED WITH UBIQUITY OVER UTILITY
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21
“GIVEN THAT YOUR CAMPAIGN WILL INEVITABLY BE
CAUGHT IN A BLIZZARD OF DISTRACTIONS,
PROVIDING REAL VALUE IS A MORE DEFENSIBLE
POSITION THAN RELYING ON PEOPLE HAVING
NOTHING BETTER TO LOOK AT.”
(WILL COLLIN, NAKED FOUNDER)
Source: Reciprocity rather than engagement, Will Collin, 2015
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AND NOW EVERYONE HATES US
(CUE AD-BLOCKERS & MORE EMERGING CONTENT CHANNELS)
23. © 2016 Naked Communications All Rights Reserved
23
25. FEDERAL MEMBERS OF PARLIAMENT
26. STOCK BROKERS
27. INSURANCE BROKERS
28. REAL ESTATE AGENTS
29. ADVERTISING PEOPLE (-3% ON 2014)
30. CAR SALESMEN
RANKING OF ETHICAL & HONEST PROFESSIONS IN AUSTRALIA
SOURCE: ROY MORGAN, 2016
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24
MEANWHILE,
DESIGNIS KILLING IT
26. 26
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THINGS
CUSTOMER
EXPERIENCE
SOFTWARE STRATEGY
DESIGN’S INTELLECTUAL PROGRESSION
27. 27
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EMPATHISE DEFINE IDEATE PROTOTYPE TEST
Learn about the
audience for whom you
are designing
Construct a point of
view that is based on
user needs and insights
Come up with
solutions
Build a representation
of one or more of the
ideas to show to others
Return to your original
user group and test
your ideas for feedback
DESIGN THINKING
28. 28
© 2016 Naked Communications All Rights Reserved
EMPATHISE DEFINE IDEATE PROTOTYPE TEST
Learn about the
audience for whom you
are designing
Construct a point of
view that is based on
user needs and insights
Come up with
solutions
Build a representation
of one or more of the
ideas to show to others
Return to your original
user group and test
your ideas for feedback
PROBLEM FIND PROBLEM SELECT SOLUTION FIND SOLUTION SELECT
DESIGN THINKING
30. 30
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‘UX is the design of anything, independent of medium
or across media, with human experience as an explicit
outcome and human engagement as an explicit goal’
Jesse James Garrett
31. 31
© 2016 Naked Communications All Rights Reserved
‘UX is the design of anything, independent of medium
or across media, with human experience as an explicit
outcome and human engagement as an explicit goal’
Jesse James Garrett
Advertising
32. 32
© 2016 Naked Communications All Rights Reserved
UXD IS BIGGER THAN
WEBSITES & APPS
33. © 2016 Naked Communications All Rights Reserved
33
HOW CAN WE MAKE IT EASIER
FOR OLD PEOPLE TO USE OUR DEVICES?
FOR EXAMPLE
35. © 2016 Naked Communications All Rights Reserved
35
HOW CAN WE KEEP FACEBOOK
RELEVANT FOR OUR GROWING
USER BASE
FOR EXAMPLE
36. © 2016 Naked Communications All Rights Reserved
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FOR EXAMPLE
37. 37
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USER RESEARCH
INFORMATION
ARCHITECTURE
WIREFRAMING &
PROTOTYPING
USABILITY ANALYSIS
USER EXPERIENCE DESIGN
ROLES & RESPONSIBILITIES
38. EXPERIENTIAL
DISCIPLINES
38
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SOCIOLOGY
PSYCHOLOGY
PHILOSOPHY
ANTHROPOLOGY
INTERACTION DESIGNER
VISUAL DESIGNER
USABILITY ANALYST
INFORMATION ARCHITECT
WIREFRAMER
39. © 2016 Naked Communications All Rights Reserved
39
SORRY, WHAT HAS
USER EXPERIENCE DESIGN
GOT TO DO WITH MY
DIFFICULT FUTURE IN ADVERTISING?
40. © 2016 Naked Communications All Rights Reserved
40
AGENCIES NEED TO DELIVER
ACTIONABLE INSIGHTS AT SPEED
+ WITH LITTLE (NO) BUDGET
UXD HAS A
START-UP MENTALITY TO IT.
MONEY + TIME ARE LUXURIES.
KNOWLEDGE IS IMPERFECT.
41. © 2016 Naked Communications All Rights Reserved
41
AGENCIES NEED TO
SPOT OPPORTUNITIES TO
MAKE THINGS EASIER
FOR PEOPLE
UXD IS ALL ABOUT SIMPLICITY;
CREATING SOLUTIONS THAT REDUCE
PEOPLE’S COGNITIVE LOAD
42. © 2016 Naked Communications All Rights Reserved
42
AGENCIES NEED TO
RAPIDLY UP-SKILL IN CREATING
UTILITY OVER UBIQUITY
UXD IS DRIVEN TO MAKE
THINGS EASIER AND
MORE ENJOYABLE TO USE
43. © 2016 Naked Communications All Rights Reserved
43
AGENCIES NEED TO MAINTAIN
BALANCE IN THE
VALUE EQUATION
UXD IS GROUNDED IN A DESIRE
TO MAKE THINGS PEOPLE
WANT, OVER MAKING PEOPLE
WANT THINGS
44. © 2016 Naked Communications All Rights Reserved
44
"IN TIMES OF CHANGE WE NEED NEW
ALTERNATIVES. NEW IDEAS."
Tim Brown, IDEO
45. © 2016 Naked Communications All Rights Reserved
45
AND MAYBE A NEW LANGUAGE
46. © 2016 Naked Communications All Rights Reserved
46
LET’S TALK ABOUT SPACE
47. © 2016 Naked Communications All Rights Reserved
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AND CREATIVITY
48. © 2016 Naked Communications All Rights Reserved
48
C = (EF X N) + EL + G
CREATIVITY = (EFFECTIVENESS X NOVELTY) + ELEGANCE + GENESIS
Source: Tod Sampson, Redesign My Brain, ABC
49. © 2016 Naked Communications All Rights Reserved
49
CREATIVITY = (EFFECTIVENESS X NOVELTY) + ELEGANCE + GENESIS
ELEGANCE
HOW COMPLETE, FULLY-
WORKED OUT, WELL MADE
IS THIS IDEA?
C = (EF X N) + EL + G
Source: Tod Sampson, Redesign My Brain, ABC
50. © 2016 Naked Communications All Rights Reserved
50
CREATIVITY = (EFFECTIVENESS X NOVELTY) + ELEGANCE + GENESIS
GENESIS
TO WHAT DEGREE DOES
THIS IDEA OPEN US NEW
PERSPECTIVES, OR SOLVE
OTHER PROBLEMS?
C = (EF X N) + EL + G
Source: Tod Sampson, Redesign My Brain, ABC
51. © 2016 Naked Communications All Rights Reserved
51
TWO DIFFERENT LANGUAGES FOR PROBLEM SOLVING
52. © 2016 Naked Communications All Rights Reserved
52
USER CONSUMER
UX PLANNING
53. © 2016 Naked Communications All Rights Reserved
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VALIDATE RATIONALISE
UX PLANNING
54. © 2016 Naked Communications All Rights Reserved
54
ITERATION EXECUTION
UX PLANNING
55. © 2016 Naked Communications All Rights Reserved
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SPECIFICATION BRIEF
UX PLANNING
56. © 2016 Naked Communications All Rights Reserved
56
INVESTMENT BUDGET
UX PLANNING
57. © 2016 Naked Communications All Rights Reserved
57
COPY COPY
UX PLANNING
58. © 2016 Naked Communications All Rights Reserved
58
WHAT ABOUT A NEW PROCESS?
59. 59
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EMPATHISE DEFINE IDEATE PROTOTYPE TEST
Learn about the
audience for whom you
are designing
Construct a point of
view that is based on
user needs and insights
Come up with
solutions
Build a representation
of one or more of the
ideas to show to others
Return to your original
user group and test
your ideas for feedback
PROBLEM FIND PROBLEM SELECT SOLUTION FIND SOLUTION SELECT
DESIGN THINKING
61. 61
© 2016 Naked Communications All Rights Reserved
‘The first generation of planners achieved what they
did using human contact: face-to-face conversations
with customers.
Despite all the technology we are further away from
customers than they were then.’
John Griffiths, Strategist & Author of ’98% Pure Potato’
62. 62
© 2016 Naked Communications All Rights Reserved
WE’RE MORE DEDUCTIVE, THAN INDUCTIVE
THEORY
HYPOTHESIS
OBSERVATION
CONFIRMATION
THEORY
TENTATIVE
HYPOTHESIS
PATTERN
OBSERVATION
IT’S HARD TO EMPATHISE WHEN YOU’RE BASING YOUR
RESEARCH DESIGN ON A HUNCH YOU’VE HAD YOURSELF
63. 63
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ETHNOGRAPHY
DEPTH INTERVIEWS
‘RIDE-ALONGS’ OR ASSISTED SHOPS
MYSTERY SHOPS
A DAY IN THE LIFE
HARVESTING CULTURAL CONTENT
SEMIOTIC ANALYSIS
LITERATURE REVIEW
CULTURAL COMMENTATORS
OFF-THE-SHELF MARKET/TREND INSIGHTS
HARDER,
BUT RICHER
EASIER,
BUT UBIQUITOUS
METHODS QUALITIES
64. 64
© 2016 Naked Communications All Rights Reserved
9
Source: Will Evans
IT DOESN’T HAVE TO TAKE WEEKS
66. © 2016 Naked Communications All Rights Reserved
OCCUPATIONS
Media
IT
Auto
Construction
Electrical
PROFILE
Men
22-35
INTERESTS
Bet (online, casinos, TAB) (20%)
Nightclubs (36%)
Play video games (53%)
Attend sporting events (29%)
Play sport (49%)
MEDIA HABITS PASSION PROGRAMING
FROM A CONSUMER SEGMENT TO A TO-DO LIST
67. © 2016 Naked Communications All Rights Reserved
GENCHI GENBUTSU ( )
IT MEANS "GO AND SEE” AND SUGGESTS THAT
IN ORDER TO TRULY UNDERSTAND A SITUATION
ONE NEEDS TO GO TO ‘THE REAL PLACE’
WHERE WORK IS DONE.
67
68. 68
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‘MUPPET’
Source: Field Research at Uber, Uber Design, Medium Post, Sep 23, 2015
69. 69
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EXPERIENCE MAPPING AS AN INPUT
FIGURING OUT WHAT IT’S LIKE FOR
CUSTOMERS TO INTERACT WITH YOU
Source: The No-Nonsense Guide to Mapping the Customer Journey, User Testing Blog, 2015
71. DISCOVER GOOD
FOR NOTHING
LEARN WHAT IT IS
FIND OUT HOW IT
WORKS
FIND NEAREST
CHAPTER
SEE WHEN NEXT
EVENT IS PLANNED
LEARN ABOUT THE
SOCIAL
ENTERPRISE(S)
WE’RE HELPING
REGISTER TO
ATTEND & BECOME
A MEMBER
SHARE
REGISTRATION VIA
SOCIAL CHANNELS
RECEIVE UPDATE
ABOUT PREPARING
FOR THE EVENT -
CLOSER TO THE
TIME
ATTEND EVENT
SHARE WORK &
CONTACT
INFORMATION
WITH SOCIAL
ENTERPRISE
EVENT ENDS
RECEIVE FOLLOW-
UP EMAIL FROM
GFN THANKING
FOR HELP
OCCASIONALLY
CHECK SOCIAL
ENTERPRISE’S
PROGRESS ONLINE
MOMENT MAP
72. Arrive at
homepage
Already a
member?
View carousel
Scroll down
page and
read ‘What is
GFN?’
NO
YES
All clear?
NO YES
What’s
Coming Up -
See More
Events
Gigs page
Are you
looking to
attend a live
gig?
YES
NO
Learn about
past gigs or
review online
challenges
Do you
want to
help an
online gig?
NO
YES Become a
member
Are you
looking to
attend a live
gig?
NO
YES
Sign in and
arrive at
personal
profile page
Search the
site for the
Sydney
chapter page
Is there a
gig coming
up?
NO
YES
Email
Chapter or
leave
Learn about
past gigs or
review online
challenges
Submit ideas
or
contributions
Register &
Add to
calendar
Read event
page & see
who else is
going
Do you
want to
attend?
NO
YES
Head to
‘About’ page
to read
content &
watch video
No info on
page. Go to
Local Chapter
page
Is there a
chapter
near you?
NO
YES
Become a
member
Read gig
event page &
see who else
is going
Do you
want to
attend?
NO
YES
Still
interested?
NO
YES
Head to
‘Challenges’
page & select
a challenge
Arrive at local
event page
Are you
looking to
attend a live
gig?
NO
YES
Do you
want to
start one?
NOYES
Email
Mothership
Read Sydney
chapter page
and review
gigs
Is there a
gig coming
up?
YES
NO
Email
Chapter or
leave
Already a
member?
NO
YES
Sign in and
register to
attend
Learn about
past gigs or
review online
challenges
Do you
want to
help an
online gig?
YES
NOEmail
Chapter or
leave
MOMENT MAP:
DISCOVERY TO
BECOMING A MEMBER
75. © 2015 Naked Communications All Rights Reserved
75
CUSTOMER PROFILE
GAINS
PAINS
CUSTOMER JOB(S)
Describe what customers are trying to
get done in their work and in their lives,
as expressed in their own words.
Describe bad outcomes, risks and
obstacles related to customer jobs.
Describe the outcomes customers want
to achieve or the concrete benefits they
are seeking.
Source: Value Proposition Design, Strategyzer, 2014
76. © 2015 Naked Communications All Rights Reserved
76
VALUE MAP
GAIN CREATORS
PAIN RELIEVERS
PRODUCTS & SERVICES
This is a list of all the products and
services a value proposition is built
around.
Describe how your products and
services alleviate customer pains.
Describe how your products and
services create customer gains.
Source: Value Proposition Design, Strategyzer, 2014
77. 77
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Source: Value Proposition Design, Strategyzer, 2014
79. 79
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Your generative research will have
identified a problem for someone,
you now need to know whether it’s
a problem for enough people to
make it worth solving.
WHY?
81. 81
© 2016 Naked Communications All Rights Reserved
VALIDATION METHODS
EXPLORE PITCH CONCIERGE
MORE QUAL TO
DETERMINE WHETHER
YOUR HYPOTHESIS IS
VALID
PITCH YOUR IDEA &
LOOK FOR AN
EXCHANGE OF
CURRENCY TO
DETERMINE INTEREST
PERSONALLY DELIVER THE
IDEA OR EXPERIENCE TO
THE TARGET AUDIENCE
YOURSELF. HOLDING THEIR
HAND ALL THE WAY.
82. 82
© 2016 Naked Communications All Rights Reserved
IN SUMMARY
TALK THE TALK
EMPATHISE
GET OUT MORE
SOLUTION SELECT
83. WHAT’S IN THIS
FOR ME?
83
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WE’VE TALKED A LOT ABOUT OTHERS
AND HOW TO LEVERAGE UXD SKILLS
84. WHAT’S IN THIS
FOR ME?
84
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MY CAREER?
MY COMPANY?
MY BOSS?
MY TEAM?
WE’VE TALKED A LOT ABOUT OTHERS
AND HOW TO LEVERAGE UXD SKILLS
85. OUR BUSINESS HAS IDENTIFIED THAT
WE MUST INNOVATE
BE AGILE + PRIORITISE + SIMPLIFY
INSERT MORE BUZZ WORDS PLEASE
85
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86. 86
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This is not about you or me. It about the user experience.
Keep it user focused. YOUR OPINION IS NOT VALID.
WE CAN
STOP THE FOCUS ON US
87. 87
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WE CAN
START LOVING THE PROBLEMS
Start by writing down every assumption you have.
Then, CHALLENGE THE SHIT OUT OF THEM.
88. 88
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UXD
ASSUMPTIONS
HISTORICAL BIAS
PERSONAL OPINIONS
FEAR & DOUBT
COMPANIES
AGENCIES
BRANDS
89. © 2016 Naked Communications All Rights Reserved
I AM GOING TO BE PROVOCATIVE NOW.
THIS IS FOR DRAMATIC EFFECT.
90. 90
© 2016 Naked Communications All Rights Reserved
BUSINESS
CHALLENGE
STRATEGY IDEA TEST & DEVELOP REFINE & PRODUCE EXECUTE
“REALITY” = FLUID & DYNAMIC (REALITY OF THE WORLD)
“IDEAL” = LINEAR AND METHODICAL (WHAT WE WANT TO HAPPEN)
THE REALITY OF HOW PROJECTS ACTUALLY WORK
91. © 2016 Naked Communications All Rights Reserved
PARTNERS
COMPANY
CONSUMER
DOING A BIT OF BUSINESS WITH OURSELVES
THE FUNDAMENTAL ISSUE BUSINESSES FACE TODAY
12-16 MONTHS LATER I
AM TOLD TO BUY
SOMETHING?
YOU NEVER CALLED ☹
PARTNERS
GLOBAL & REGIONS PROJECT
CUSTOMERSSUPPLIERS & AGENCIES
92. 92
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HOW DO MY
CLIENTS + COMPANIES + CUSTOMERS +
PARTNERS + TEAMS + MANAGERS
EMPATHISE WITH USERS?
93. © 2016 Naked Communications All Rights Reserved
HOW SHOULD WE BE THINKING & WORKING?
COULD WE REMOVE PERCEIVED SILOS & SEPARATION?
COMPANYPARTNERS
GLOBAL & REGIONS USER
CUSTOMERSSUPPLIERS & AGENCIES
COMMUNITY &
CONTEXT
CAN WE DEFINE & RESHAPE THE WAY WE IDENTIFY
& APPROACH USER CHALLENGES?
94. © 2016 Naked Communications All Rights Reserved
IF WE DEFINE THE PROBLEM TOGETHER
COULD WE DELIVER BETTER SOLUTIONS FASTER?
WOULD WE USE OUR TIME & MONEY MORE EFFICIENTLY?
BUSINESS
CHALLENGE
STRATEGY IDEA TEST & DEVELOP REFINE & PRODUCE EXECUTE
95. 95
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HOW MUCH TIME & $$$ WOULD YOU SAVE IF WE
DIDN’T NEED TO ALIGN?
REWORK
SCOPE CREEP
SENIOR ALIGNEMENT
FUN
MEANINGFUL
PASSIONATE PEOPLE
96. 96
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WOULD YOU CHANGE YOUR APPROACH IF
YOU HAVE A GENUINE CONNECTION TO THE
LIVES YOU INFLUENCE?
UXD IS GROUNDED IN A DESIRE TO MAKE THINGS PEOPLE WANT,
OVER MAKING PEOPLE WANT THINGS
97. 97
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HOW MANY TIMES HAVE YOU CRIED YOURSELF
TO SLEEP BECAUSE A RANDOM OPINION
KILLED YOUR PROJECT?