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Design is howit worksDavid Wright / NPR@dwjr

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Thank you to my smart friends:Callie Neylan Michael YochJeremy Pennycook Ian AdelmanPaulo Lopez Tyson EvansMax Pfennighaus Bill CouchPatrick Cooper Matt MansfieldBenjamin Dauer Justin FerrellWes Lindamood Matt ThompsonStephanie Slobodian Ron CoddingtonVince Farquharson Michael ManessJoel Sucherman Laura RamosKinsey Wilson Irakli NadareishviliMiranda Mulligan Marc Lavallee

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About me • Newseum • Knight Ridder/Tribune • USA TODAY • NPR

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Platform ≠ storytellingI don’t work in the newsroom.

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Holy crap! We are working in the future.DreamWorks / 20th Century Fox

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We’re really good at tellingstories, but ...News design seems stuck becausewe can’t keep up with our audience’sexpectations.

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Same

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152 choicesin the top navigation.

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We’re running the risk ofgetting our asses kickedQuite possibly with our own content.

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Unsolicited NYTimes redesign by Andy Rutledge

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Your competitive set?

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WTHR app

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Flipboard

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GawkerGawker’s conversation curation

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Gmail = ubiquitousGawker’s conversation curation

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How might we makebetter things?These problems go beyond visual design • Strategy • Money • Technology

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Design thinking can help • Context • Research • Empathy (user-centered) • Synthesis ➔ Insights

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Why?• Answer the right questions• Better answers, faster• Proactive, not reactive

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Five ways to improveyour experiences 1. Experience is everywhere 2. Get your house in order 3. Solve the right problems 4. Evaluate and iterate 5. Understand your materials

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1. Experience is everywhere

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My father-in-law

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Experience is everywhere

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Adult Admission to Magic Kingdom Park Adjusted for Inflation to 2010 dollars $80 $60 $ 79US Dollars $40 $ 21 $20 $0 1975 1980 1985 1990 1995 2000 2005 2010 Sources: allears.net / US Gov Experience is everywhere

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Experience is everywhere

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Experience is everywhere

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Good experiencescreate value.

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2. Get your house in order

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creative commons photo by flickr user kenmccownGet your house in order

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Traditional baggage Distribution vs. Contentpaid to manage risk paid to tell stories

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Instead: Technologists Product Shepherds User Experience

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Good experience thrivesin organizations wheredesign is respected.Subtitle

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3. Evaluate and iterate

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If you’re not agile, you’redoing it wrong • Small • Multidisciplinary • Empowered • AccountableEvaluate and iterate

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Evaluate and iterate

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Evaluate and iterate

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Tappableprototype

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4. Solve the right problems

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Journalists are pre-wiredfor success • Ask questions • Challenge the status-quo • Readers are fickleSolve the right problems

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You’re probably focusedon the wrong ideas • “Weaponize metrics” • Twitter + Surveys • FacebookSolve the right problems

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5. Understand how things work

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We say “build”for a reason.Understand how things work

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Handing a PSD to adeveloper does not makeyou a web designer.Understand how things work

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Understand how things work

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Understand how things work Interaction Design

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Don’t get your ass kicked: 1. Experience is everywhere 2. Get your house in order 3. Solve the right problems 4. Evaluate and iterate 5. Understand your materials

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Start small: • Little experiments • Skunk works can be cheap • Google is free • Show, don’t tell

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Thanks!@dwjr