Shesays1104 commonly mademistakes

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Shesays1104 commonly mademistakes

  1. 1. Commonly Made Mistakes11.04.11
  2. 2. ELIZABETH KIEHNER@KIEHNER
  3. 3. A good producer can produce interactive even withno experience if they have the right people on theproject.
  4. 4. THE ESSENTIAL DO: CHANGE YOUR MENTALITYDevelop a custom mindset. You are inventing on the flyand your tools and technology are constantly changing.
  5. 5. Not linear. Not finite.
  6. 6. This is not build it and they will come. Think aboutsyndication and PR strategy.http://new.muckrack.com
  7. 7. New vocabulary: Platform, program, systemvs. campaign.Replace pre-pro meetings with Plan of Attackmeetings. Replace Deadlines with Milestones.
  8. 8. The broadcast producer is not always the leadproducer.
  9. 9. Uncover what is motivating launch dates.Be very iterative. Meet often.
  10. 10. DO’S AND DON’TSActually more Do’s and One Don’t• Do: impeccable documentation.• Do: build early prototypes for complex projects.• Do: ask does design lead or development lead?• Do: Be happy when vendors ask a lot of questions. Most of them should ask more.• Do: shadow someone for your first couple projects.• Do: break down walls and collaborate.• Don’t: hire one or two digital gurus and expect your problems to be solved.
  11. 11. WE’RE NOT DONE YETDon’t: Treat your interactive timeline like your broadcast one•Ifyou plan any sort of integration between your TV campaign and your website, beaware this could make timing longer. Invite your interactive team to attend the shootfor print or broadcast, or they may need to have their own shoot.•Do not forget Quality Assurance (QA) testing.
  12. 12. MORE DO’S AND DON’TSDo: Be aware of scope creepThis is one of the most common pitfalls of an interactive project. It’s vitally importantthat both parties understand exactly what is included in the scope so always create aSOW document.Spell out your deliverables and assumptions.If you have a specific budget allocated for the project – an exact dollar amount youcan’t go over, be honest about this with your vendor, and let them take the reigns onwhat can and can’t be accomplished and how to break it down.
  13. 13. MORE DO’S AND DON’TSDon’t be slack at delivering assets to your vendor.This is the primary killer of good projects. It is amazing how often timelines are blownbefore they get off the ground because we can’t get final copy from an agency, or theynever send over a CAD file we desperately need. If there’s one place you want toexpend the bulk of your energy as a producer, here you go.Asset Management!Deliver a production checklist or inventory list in an organized manner.
  14. 14. MORE DO’S AND DON’TSDon’t be a control freak.There are some types of calls that a producer can skip, but if you’re not of thatpersuasion, it’s recommended to remember that your role is a facilitator. Listen in to thecall, answer questions about things you know about, and let them work it out.Ask for a summary in email at the end. Do not try and relay technical information fromone party to another.
  15. 15. MORE DO’S AND DON’TSDon’t pretend to understand the technology if you don’t.A producer pretending they grasp complex technical processes that he doesn’t is adangerous thing.
  16. 16. MORE DO’S AND DON’TSDon’t try to make a viral.There has to be a compelling reason for the user to send around a link or a site. Thatmust equate to something really amazing or on the pulse of pop culture in a way thathits a vein that sets your project on fire.www.renegademedia.net
  17. 17. MORE DO’S AND DON’TSDon’t Get Lost in Translation.It is vitally important that if a site is even potentially destined for translation into anotherlanguage that this is known up front.Translation preparation is very easy to do on a site as it’s being built. Retrofitting a siteto make it ready for translation later, however, is a time-consuming and expensiveprocess.
  18. 18. MORE DO’S AND DON’TSDon’t Hide Behind ASAP.ASAP is good for initial conversations, but who doesn’t need work produced ASAPthese days. Be the rational voice of reason.
  19. 19. Working With Vendors11.04.11
  20. 20. WORKING WITH VENDORSBidding and running RFPs• Interactive production companies are often involved in concept development.• Bidding on brief vs. bidding on treatment.• Post launch hours needed for testing, fixing bugs that pop up, and site trafficreporting.•Extra producer costs to document and properly archive source files, specs, andadmin data.
  21. 21. !!1. Table of Contents2. Project Overview ............................................................................................ 3 2.1 Introduction ................................................................................................... 3 2.2 Demographic Research............................................................................... 3 2.3 Assumptions & Dependencies..................................................................... 3! 2.4 Core Feature Set .......................................................................................... 4 2.5 Functionality Support Matrix ....................................................................... 43. Product Requirements.................................................................................... 6 3.1 User-Facing Functionality ............................................................................. 6 3.2 Infrastructure .................................................................................................. 64. Distribution....................................................................................................... 7 4.1 Global Support Matrix................................................................................... 75. Delivery Schedule .......................................................................................... 8 7.1 Schedule ........................................................................................................ 88. Legal Contract ................................................................................................ 9APPENDIX........................................................................................................... 12!
  22. 22. 2. Project Overview2.1 Introduction Fisker Automotive has created the world’s first luxury plug-in hybrid electric vehicle. The company is participating in a trade show at the end of June 2011. There will be a large HD monitor at the trade show booth to display videos to attract potential buyers. Fisker wants to make this experience more interactive. A custom iPad app will be developed to take the place of a traditional kiosk and control the HD monitor from an iPad. The user can navigate to videos from within the app and the video will be played on HD monitors. The Fisker app will act as a remote control and will allow the user to scan a QR code and/or leave their e-mail address to receive Fisker updates.2.2 Target Audience Target Description Age 18-50 Target User Trade Show Attendees Brand/Segment Automotive2.3 Assumptions & Dependencies !!!!!! ! 2.3.1 Grapple Delivery Commitments!! • Project Planning • Wireframing and Mock ups consulting on iPad devices • App build & optimisation • Testing on all supported devices • A customized database and CMS to manage and serve videos to HD monitors ! 2.3.2 Client Delivery Commitments!! • All assets for application branding • All content (videos, data, pictures, audio) beyond the above provided by Grapple • All final wireframes and mock-ups with the below specifications: o iPad 2 screen designed to 1024 x 768 at 132 ppi o Mock-ups in PSD format o Layered and ensuring all artwork (except images) are editable (i.e vectors and NOT flattened)
  23. 23. o Any interaction design present in notes o All fonts used provided TTF format • Access to server that will host the customized database and CMS 2.4 Core Functionality Set Function Name Brief Description Interactive Navigation The user will interact with a 3D model of a Fisker car that can be rotated 360°. ‘Hot Spots’ on the car will serve as links to the 4 HD video ‘chapters’ that contain more information about the car. Kiosk Remote Control After the user chooses a ‘Hot Spot,’ the app will communicate over the air (OTA) via an adhoc wi-fi connection to play back videos on the HD monitors. In-Chapter Controls As videos are being played on HD monitor, the user will be able to control the video playback with play, pause, rewind, & fast-forward controls. Sharing E-mail When the user enters e-mail, the app will send an e-mail created by Client. 360° Image Control User will be able to rotate vehicle image across 1 axis. One image is needed for every 5.6 degrees of rotation Redundancy Plan Multiple iPads will have the app loaded, but only one iPad at a time can control the monitor. Custom Database & CMS A database will be created to store chapter videos. 2.5 Functionality by Device Supported Matrix Interactive Kiosk Remote In-Chapter Sharing 360° Image Navigation Control Controls E-mail ControliPad/Tablet Redundancy Plan Custom QR Sharing Database & CMSiPad/Tablet 2.5.1 Firmware Support ! Platform Firmware Version TabletiOS N/A 4.0x
  24. 24. 3. Product Requirements 3.1 User-Facing Features ID Feature Name Description3.1.1 360° Image User will be able to rotate vehicle image across 1 axis. One image is needed for every 5.6 degrees of rotation3.2.1 Hot Spot Buttons ‘Hot Spots’ on the car will serve as links to the 4 HD video ‘chapters’ that contain more information about the car. After the user chooses a ‘Hot Spot,’ the app will communicate OTA via an adhoc wi-fi connection to play back videos on the HD monitors.3.2.2 Videos (aka. Chapters) Using the navigation above user can watch one of four videos. Videos will be labelled Chapter 1-4.3.2.3 More Info This section will display text instructions on how to use app3.2.4 In-Chapter Controls As videos are being played on HD monitor, the user will be able to control the video playback with play, pause, rewind, & fast- forward controls. QR Sharing QR code will be displayed for user to scan3.2.5 with into their mobile phones. Client will provide a URL to be associated with the QR code. 3.2 Infrastructure ID Feature Name Description Owner 3.2.1 CMS Database A database will be created to Grapple store and serve videos to HD monitors. 3.2.2 Server Box A Wi-fi enabled server with DVI Client outputs will be made available to take commands from the iPad app. The server will output videos to HD monitors.
  25. 25. APPENDIX Definitions, Acronyms and Abbreviations Name Definition SOW Statement of Work iOS Apple’s mobile operating system UAT User Acceptance Testing OTA Over the Air Full List of Supported Devices!"#$%& & & & Fisker Kiosk: App + Server Mapping
  26. 26. Fisker Kiosk: Home Screen Navigation
  27. 27. make images bleed if possible
  28. 28. WORKING WITH VENDORSLet’s talk contracts next.• Always get an NDA signed.• Dont expect vendors to start work without a contract.• Include a termination or kill fee.• Liability: open source code, stock photos, music license, etc...• Be clear about what you are asking for such as:• Source code, project files, 3D models, etc..• All agencies should have a standard contract for digital projects.• Run all contracts through chief legal council or business affairs.
  29. 29. WORKING WITH VENDORSCommon questions they might ask you.• What is the design process?  Who are the team members, roles and responsibilities?• What design assets already exist?  What elements will need to be created?• Will we be tweaking designs provided or building the site as is?• Can we get access to the servers?• When will we see media buy and banner specs?• Most shops have contracts that limit the number of revisions that are included in thebid and SOW.
  30. 30. SOFT LAUNCHAnother mentality change.• Soft launches are good. Launches where 2 million people are hitting ‘refresh’ waitingfor your site to go live are incredibly nerve-wracking experiences for you and yourclient.•NEVER launch on a Friday.
  31. 31. SHOOTING DIGITAL CONTENTQuestions to ask your production company early on.•If you are shooting with a file-based camera (P2, RED, Phantom, Viper, Alexa) haveyou budgeted for transcoding?• Have you budgeted for backing up the files in triplicate?• Will the production company backup the media files in case of corruption?• What is the plan for archiving the original digital footage?• How many hours of footage do you intend to shoot?• How will you handle sound? Record in camera? Separate recording device?• Do you understand formats, codecs and so forth?
  32. 32. CLIENT PRESENTATIONSThings to keep in mind at the agency and especially with your account people.• Is your client savvy at reviewing digital work?• Do they have a firewall?• Is your client international with old equipment or using an old browser?• Mac vs. PC. 90% of the world is on windows. Try using: http://www.parallels.com/• Chrome vs. IE6. Asia using IE6.
  33. 33. THANKS!

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