AIPMM Webinar Series                   www.aipmm.com© AIPMM 2012
© AIPMM 2012   http://www.aipmm.com
Today’s Speakers   Moderator:       Cindy F. Solomon, CPM, CPMM       Global Product Management Talk , Startup Product Tal...
FEATURED PRESENTATION© AIPMM 2012                http://www.aipmm.com
FROM IDEATO REALITYGlen LipkaVice President, User eXperienceMarketo
Google Images
Design Granularity                     Stages of Design                          The Long Tail Part                     Th...
THE IDEA PART
I GOTS               AN IDEA!                             UH OHExecutive Sponsor         UX Designer
2 WORD IDEAS           •   Dynamic Content           •   Purposeful Duplicates           •   Archive Folders           •  ...
DISCOVERY            • Listen            • Explore            • Imagine            • Empathize
Understand the current UX
Define the requirements   Not the solution
Sketch on paper
Sketch on whiteboard
Talk it out
Let the conversation flow
Converge Ideas
Conceptual Design
THE LONG TAIL PART
Computer Time
Prototypes  OmniGraffle
Dynamic Content StoryboardDesign SpecificationLast Updated: October 27, 2011
Change LogDate        Designer             Change7-1-2011    Divya Ramachandran   Started document7-5-2011    Divya Ramach...
Change Log – Page 2Date         Designer             Change8-30-2011    Divya Ramachandran   Global dynamic content, using...
Lead Database                       New Smart List                   Lead Database                      New List          ...
New Segmentation                                Name:                              Industry                               ...
THE DECISIONS PART
All the Decisions!
Decisionsthat matter              Other decisions
Why we disagree
Different Data
Different Assumptions
Optimization Difference
Its Personal
Don’t wait until its too late
The cutting room floor
Pick your battles
Lay on the tracks
DESIGN PRINCIPLES
Don’t move the cheese
Strive for consistency
Strive for consistency
Don’t ask the user
UX sits with EngUX     Eng                PM
Design is the details
Design Granularity                     Stages of Design                          The Long Tail Part                     Th...
QUESTIONS?Glen LipkaVice President, User eXperienceMarketo• http://commadot.com• @glenlipka• http://linkedin.com/in/glenli...
Please Join Us Again!   AIPMM Webinars   Oct 19   Developing A Product Business Case   Oct 26   Digital Teens: The Drivers...
AIPMM Webcast: From Idea to Reality with Glen Lipka, VP UX, Marketo
AIPMM Webcast: From Idea to Reality with Glen Lipka, VP UX, Marketo
AIPMM Webcast: From Idea to Reality with Glen Lipka, VP UX, Marketo
AIPMM Webcast: From Idea to Reality with Glen Lipka, VP UX, Marketo
AIPMM Webcast: From Idea to Reality with Glen Lipka, VP UX, Marketo
AIPMM Webcast: From Idea to Reality with Glen Lipka, VP UX, Marketo
AIPMM Webcast: From Idea to Reality with Glen Lipka, VP UX, Marketo
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AIPMM Webcast: From Idea to Reality with Glen Lipka, VP UX, Marketo

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Glen Lipka discusses how UX works with product management and how ideas go through the requirements and design process through to execution at Marketo. He demonstrates presentation best practices = each slide portrays one idea.

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AIPMM Webcast: From Idea to Reality with Glen Lipka, VP UX, Marketo

  1. 1. AIPMM Webinar Series www.aipmm.com© AIPMM 2012
  2. 2. © AIPMM 2012 http://www.aipmm.com
  3. 3. Today’s Speakers Moderator: Cindy F. Solomon, CPM, CPMM Global Product Management Talk , Startup Product Talks, Startup Product Summit Twitter: @cindyfsolomon @prodmgmttalk @startupproduct Presenter: Glen Lipka Vice President of UX at Marketo Linkedin: http://www.linkedin.com/in/glenlipka email: glen@marketo.com Blog: commadot.com Twitter: @glenlipka© AIPMM 2012 @AIPMM #prodmgmt http://www.aipmm.com
  4. 4. FEATURED PRESENTATION© AIPMM 2012 http://www.aipmm.com
  5. 5. FROM IDEATO REALITYGlen LipkaVice President, User eXperienceMarketo
  6. 6. Google Images
  7. 7. Design Granularity Stages of Design The Long Tail Part The Design Part The Idea Part % Complete
  8. 8. THE IDEA PART
  9. 9. I GOTS AN IDEA! UH OHExecutive Sponsor UX Designer
  10. 10. 2 WORD IDEAS • Dynamic Content • Purposeful Duplicates • Archive Folders • Spend Management • Nurture Module • Scoring Module • Analytics Home
  11. 11. DISCOVERY • Listen • Explore • Imagine • Empathize
  12. 12. Understand the current UX
  13. 13. Define the requirements Not the solution
  14. 14. Sketch on paper
  15. 15. Sketch on whiteboard
  16. 16. Talk it out
  17. 17. Let the conversation flow
  18. 18. Converge Ideas
  19. 19. Conceptual Design
  20. 20. THE LONG TAIL PART
  21. 21. Computer Time
  22. 22. Prototypes OmniGraffle
  23. 23. Dynamic Content StoryboardDesign SpecificationLast Updated: October 27, 2011
  24. 24. Change LogDate Designer Change7-1-2011 Divya Ramachandran Started document7-5-2011 Divya Ramachandran Worked out first case – extending tokens7-8-2011 Divya Ramachandran Add rules, languages to tokens; edit tokens from within landing page/email7-12-2011 Divya Ramachandran Token editor (separate window)7-15-2011 Divya Ramachandran Previewer, Clone7-26-2011 Divya Ramachandran Started over and split my.tokens from dynamic content7-27-2011 Divya Ramachandran Add versions and languages7-28-2011 Divya Ramachandran Version rules; changed back to dynamic content set (no tracks).8-2-2011 Divya Ramachandran Creating new dynamic content from within local asset email use case8-3-2011 Divya Ramachandran Dynamic content editor in separate window launched from email8-4-2011 Divya Ramachandran Updated dynamic content editor to have two tabs – one for set and second for selected token8-8-2011 Divya Ramachandran Added landing page editor8-9-2011 Divya Ramachandran Added details on global dynamic content sets (design studio), and validation on clone/activate campaigns8-10-2011 Divya Ramachandran Eliminated 3rd window; navigate main window to dynamic content editor area when editing from email/lp8-11-2011 Divya Ramachandran Redesign of previewer8-11-2011 Divya Ramachandran Split previewer into separate document8-12-2011 Divya Ramachandran Clean up8-19-2011 Divya Ramachandran Changed everything8-22-2011 Divya Ramachandran Changed right panel to check boxes8-23-2011 Divya Ramachandran Cleaned up right panel; added previewing options8-24-2011 Divya Ramachandran Added flobule validation rules8-25-2011 Divya Ramachandran Changed to add rules only to mkteditable sections8-26-2011 Divya Ramachandran Added options to edit inside of TinyMCE; changed right side to tree8-29-2011 Divya Ramachandran Added header, text version; previewer modes
  25. 25. Change Log – Page 2Date Designer Change8-30-2011 Divya Ramachandran Global dynamic content, using global from email8-31-2011 Divya Ramachandran Landing page editor9-1-2011 Divya Ramachandran More on landing page editor9-2-2011 Divya Ramachandran Clean up9-6-2011 Divya Ramachandran clean up9-7-2011 Divya Ramachandran More detail and clean up on flobule, tree9-13-2011 Divya Ramachandran Changed text version to be on a per section basis9-16-2011 Divya Ramachandran Updated text version and header fields; clean up9-19-2011 Divya Ramachandran Finished details for email editor10-3-2011 Divya Ramachandran Incorporated segmentation and segments; replaced rule sets10-12-2011 Divya Ramachandran Updated segmentation design10-17-2011 Divya Ramachandran Details for approval/drafts/edits; workspace behavior10-18-2011 Divya Ramachandran Added detail10-24-2011 Divya Ramachandran Updated names/icons10-27-2011 Divya Ramachandran New segmentation UI with field/smart list types11-1-2011 Divya Ramachandran Cleaned up icons/terminology through email editor11-15-2011 Divya Ramachandran Updated segmentation edit modal; segmentation summary page11-17-2011 Divya Ramachandran Deleted segment behavior2-15-2012 Divya Ramachandran Added segment triggers/filters6-1-2012 Divya Ramachandran Enhancement to Segmentation summary page to account for approx count6-12-2012 Divya Ramachandran Clean up options for dynamic content report
  26. 26. Lead Database New Smart List Lead Database New List Import List New Lead New Segmentation SegmentationsNotes:
  27. 27. New Segmentation Name: Industry Define By: Rules Description: Core industry segments Should add row at the top Segments Add Segment Order Segment Resolve overlapping Validation: 1. Health segments. Cannot have ties. Names unique w/i segmentation. 2. Big Finance Must have ONE minimum 3. Small Finance Default Default Start with one empty choice + defaultNo warning for rename ofsegments; update label Save Cancelwherever used
  28. 28. THE DECISIONS PART
  29. 29. All the Decisions!
  30. 30. Decisionsthat matter Other decisions
  31. 31. Why we disagree
  32. 32. Different Data
  33. 33. Different Assumptions
  34. 34. Optimization Difference
  35. 35. Its Personal
  36. 36. Don’t wait until its too late
  37. 37. The cutting room floor
  38. 38. Pick your battles
  39. 39. Lay on the tracks
  40. 40. DESIGN PRINCIPLES
  41. 41. Don’t move the cheese
  42. 42. Strive for consistency
  43. 43. Strive for consistency
  44. 44. Don’t ask the user
  45. 45. UX sits with EngUX Eng PM
  46. 46. Design is the details
  47. 47. Design Granularity Stages of Design The Long Tail Part The Design Part The Idea Part % Complete
  48. 48. QUESTIONS?Glen LipkaVice President, User eXperienceMarketo• http://commadot.com• @glenlipka• http://linkedin.com/in/glenlipka
  49. 49. Please Join Us Again! AIPMM Webinars Oct 19 Developing A Product Business Case Oct 26 Digital Teens: The Drivers of Digital Behavior Product Talk Podcast & Twitter Chat #ProdMgmtTalk Mondays Oct 15 Writing Compelling User Stories with Teresa Torres, Vice President of Products at AfterCollege Listen http://www.blogtalkradio.com/prodmgmttalk More http://www.prodmgmttalk.com Newsletter: http://www.aipmm.com/subscribe LinkedIn: http://www.linkedin.com/company/aipmm Membership: http://www.aipmm.com/join.php Certification: http://aipmm.com/html/certification/© AIPMM 2012 @AIPMM http://www.aipmm.com

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