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THE FUTURE OF CONTENT AND DESIGN
Next-Level Collaboration
NOW WHAT? CONFERENCE 2016 - @REBEKAHCANCINO
Meet Ed CatmullPhotograph by Deborah Coleman, Pixar
Tens of thousands of ideashttp://www.fastcompany.com/3027135/lessons-learned/inside-the-pixar-braintrust
“I realized the most exciting thing I had ever
done was to help create the unique
environment that allowed that film to be
made.”
-  Ed Catmull, Pixar Co-Founder & CEO
“TO PRESERVE THE
OF FORCES NECESSARY
TO CREATE “
	
confluence
magic.
Work used to be simple
We expect so much of our
lives to be online
Content is at the heart of
everything we design
2001 called, it wants its workflow back
http://cdn.softlayer.com/innerlayer/IBM370.png
And yet here we are...
Still disconnected
HTML wireframes!
Atomic design!
Adaptive content!
Style tiles!
“Until we got stuck.”
PROTOTYPING YOUR WORKFLOW
“Meeting the demands of a multi-device web
is less a problem of technique, and more one
of communication.”
- Mark Llobrera
Finding our way forward
MAKING NEXT-LEVEL COLLABORATION
POSSIBLE
The whole is greater than
the sum of its parts
The value of effective collaboration
Create alignment
Remove politics
Reduce rework
Boost morale
Create alignment = deliver better outcomes
Remove politics = launch faster
Reduce rework = decrease costs
Boost morale = increase productivity
@REBEKAHCANCINO
Latching on to someone else’s process or
finding the next shiny tool that will save
the day.
It’s not about...
@REBEKAHCANCINO
IT’S ABOUT CREATING THE
ENVIRONMENT FOR OUR
OWN PROCESS TO emerge.	
@REBEKAHCANCINO
How can we set the stage for
our own magic?
An unspoken prerequisite:
WITHOUT OPENNESS, WE
CAN’T HAVE EFFECTIVE
COLLABORATION.
Open by design
Design, content, and code
aren’t solo sports
What’s inside a culture of openness?
Personal openness
IT ALL STARTS WITH ME
An open mindset and personal belief system
grounded in humility, equality, and respect
for fellow collaborators. This personal lens of
openness defines how you see
everything else.
http://rlv.zcache.com/neon_open_sign_framed_in_a_heart_shape_in_a_wind_postcard-
r921910cb3db84ba9992f161fd2a5b51c_vgbaq_8byvr_1024.jpg
Being open to the ideas of others lets
others know we’re down to collaborate
FAUCET FUNNEL
Suspend judgment
Go for quantity
YES, and…
Embrace the unusual
Let go of ego
Accentuate the positive
Think strategically
Align to goals/objectives
Check for feasibility
Avoid default decisions
First faucet, then funnel
Know what you don’t know,
asking questions creates opportunity
“Humility is a critical strength for leaders and
organizations possessing it, and a dangerous
weakness for those lacking it.”
- Dusya Vera Ph.D., Strategic Virtues: Humility
as a Source of Competitive Advantage
3 easy ways to practice
1)  Include someone you normally wouldn’t
2)  Suspend judgment
3)  Stop pretending, just ask
Active openness
PUTTING PERSONAL OPENNESS
TO GOOD USE
Active openness is putting personal
openness to good use. It’s when we channel
our open mindset into courage, curiosity,
and care for the whole outcome.
“Content doesn’t belong to content. Design
doesn’t belong to design. Code doesn’t
belong to dev.”
- Nicole Fenton
Just jumping in helps you
add value where it counts
This is Chris@CHRIS_CORAK
I THINK ONE THING THAT I TRY
TO BE REALLY CONSCIOUS OF
IS PROBABLY TONE.
AND JUST, I DON’T KNOW.
THERE’S COOL WAYS TO SAY
THINGS, AND DEFINITELY WAYS
TO SAY THINGS THAT FEEL
ACCUSATORY OR NEGATIVE.
I THINK, A LOT OF IN THE WAY
YOU SAY SOMETHING COULD
MAKE SOMEBODY EVEN
RECEPTIVE TO LISTENING
TO YOU (AND ACTUALLY
HEARING YOU).
MAYBE A GOOD WAY TO
GET PEOPLE TO LISTEN TO
YOU IS TO TRY TO BRING
FACTS TO THE TABLE.
IF YOU HAVE DATA TO BACK UP
SOMETHING YOU’RE TRYING TO
TALK ABOUT, IT’S DEFINITELY
MUCH EASIER TO, I THINK, GET
PEOPLE TO LISTEN TO YOU.
EVEN IF I HAVE A HUNCH
ABOUT SOMETHING…
IF I CAN HELP PROVE IT, THEN I
FEEL LIKE MY IDEA IS RECEPTIVE
FAR MORE OFTEN (THAN IF IT
JUST SOUNDED LIKE A THOUGHT
THAT DIDN’T HAVE MUCH TO IT).
IDEA
METRICS
PEOPLE
GOALS
BUSINESS
CASE
METRICS
PEOPLE
GOALS
Approach value and benefits
Supporting facts and data
Players involved and their role
Business goals and user needs met
Building your business case
IDEA
trust
Building a business case for
collaboration builds and
uncovers hidden .potential
@REBEKAHCANCINO
Broad knowledge, deep expertise
Context builds
greater understanding
3 easy ways to practice
1)  Ask a teammate about their work
2)  Build a business case
3)  Diversify your education
@REBEKAHCANCINO
Outward openness
PRACTICING EMPATHY FOR OTHERS
Outward openness is an exercise in empathy.
It’s when we work to understand the needs of
those we are designing for, and create
solutions that are right for their needs.
BUSINESS
GOALS
CUSTOMER
NEEDS
Find balance
THINKING
DOINGFEELING
Start with context @danieleizans
Talk to real users, find ways to
better fit into their lives
USER + NEED + INSIGHT
An anxious mother
sending a grad gift
To feel
good about
her gift
choice
Once she sends the
berries she worries
about if her niece will
be there to receive it,
will they spoil?
Uncover insight
Formulate a problem
statement, together
We believe that ___________ has ________________
and that ______________may solve this problem by
____________________ and _____________________.
We will know we have succeeded when
___________________and/or ____________________
reaches ___________________.
(USER) (PROBLEM)
(THIS SOLUTION)
(THIS ASPECT) (THAT ASPECT)
(QUANTATIVE MEASURE)(QUALITATIVE MEASURE)
(THIS LEVEL)
@kevinmhoffman
Share the insight with the team
@AURASELTZER
This is Aura
INTERNAL
NEEDS
BUSINESS
GOALS
CUSTOMER
NEEDS
3 easy ways to practice
1)  Workshop it out!
2)  Invite users to the research process
3)  Take your best idea off the table
@REBEKAHCANCINO
Exponential openness
POSSIBILITIES THAT WEREN’T THERE BEFORE
Exponential openness happens when cross-
discipline teams come together to co-design
something greater than any one person could
on their own. This is where the benefits of
collaboration increase rapidly.
Hey, Joe!
@WORKJOESTEWART
MAKE SURE
INVITED.
everyone’s
ALL THE DIFFERENT PEOPLE
WHO UNDERSTAND ALL THE
DIFFERENT PARTS OF
WHAT’S GOING TO MAKE A
PROJECT SUCCESSFUL
DESIGN AND DEVS
UX PEEPS
CONTENT STRATEGISTS
STAKEHOLDERS (USERS, TOO)
PRODUCT MANAGERS
CREATIVE DIRECTORS
and more!
“Part of why we’re actually able to undertake such
a big process so successfully is that we didn’t have
a wall that we tossed things back and forth over. It
was really very tight feedback loops. Very
collaborative.”
- Dean Cookson, VP CIO Virgin America
Business goals and objectives
Prioritized, measurable goals and objectives.
User tasks
Researched, prioritized user tasks.
Define user information needs
and tasks
Prioritize user flow and
content hierarchy
Map to layout and discuss
functionality and interactions
3 ways to encourage...
@REBEKAHCANCINO
1)  Design a meeting differently
2)  Get executives involved
3)  Team up
And so...
JUST TO WRAP THINGS UP
COLLABORATION AND
CO-DEIGN ARE
TO BUILDING THE
INTERCONNECTED
EXPERIENCES OF THE	future.
essential
@REBEKAHCANCINO
A CULTURE OF
SETS THE STAGE FOR
SUCCESSFUL
AND .
openness
collaboration
co-design
@REBEKAHCANCINO
1)  PERSONAL OPENNESS be humble
2)  ACTIVE OPENNESS just jump in
3)  OUTWARD OPENNESS start with heart
4)  EXPONENTIAL OPENNESS join forces
Ways to champion openness
@REBEKAHCANCINO
Let’s do this
togetherly.co
@REBEKAHCANCINO
Thanks, y’all!

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