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Design is howit worksDavid Wright / NPR@dwjr
Thank you to my smart friends:Callie Neylan         Michael YochJeremy Pennycook      Ian AdelmanPaulo Lopez           Tys...
About me •   Newseum •   Knight Ridder/Tribune •   USA TODAY •   NPR
Platform ≠ storytellingI don’t work in the newsroom.
Holy crap!   We are working in the future.DreamWorks / 20th Century Fox
We’re really good at tellingstories, but ...News design seems stuck becausewe can’t keep up with our audience’sexpectations.
Same
152 choicesin the top navigation.
We’re running the risk ofgetting our asses kickedQuite possibly with our own content.
Unsolicited NYTimes redesign by Andy Rutledge
Your competitive set?
WTHR app
Flipboard
GawkerGawker’s conversation curation
Gmail = ubiquitousGawker’s conversation curation
How might we makebetter things?These problems go beyond visual design •   Strategy •   Money •   Technology
Design thinking can help •   Context •   Research •   Empathy (user-centered) •   Synthesis ➔ Insights
Why?•   Answer the right questions•   Better answers, faster•   Proactive, not reactive
Five ways to improveyour experiences 1.   Experience is everywhere 2.   Get your house in order 3.   Solve the right probl...
1. Experience is   everywhere
My father-in-law
Experience is everywhere
Adult Admission to Magic Kingdom Park                   Adjusted for Inflation to 2010 dollars             $80            ...
Experience is everywhere
Experience is everywhere
Good experiencescreate value.
2. Get your house in order
creative commons photo by flickr user kenmccownGet your house in order
Traditional baggage Distribution         vs.     Contentpaid to manage risk         paid to tell stories
Instead:                Technologists     Product    Shepherds                       User                    Experience
Good experience thrivesin organizations wheredesign is respected.Subtitle
3. Evaluate and iterate
If you’re not agile, you’redoing it wrong   •   Small   •   Multidisciplinary   •   Empowered   •   AccountableEvaluate an...
Evaluate and iterate
Evaluate and iterate
Tappableprototype
4. Solve the right problems
Journalists are pre-wiredfor success   •   Ask questions   •   Challenge the status-quo   •   Readers are fickleSolve the ...
You’re probably focusedon the wrong ideas   •   “Weaponize metrics”   •   Twitter + Surveys   •   FacebookSolve the right ...
5. Understand how   things work
We say “build”for a reason.Understand how things work
Handing a PSD to adeveloper does not makeyou a web designer.Understand how things work
Understand how things work
Understand how things work                    Interaction Design
Don’t get your ass kicked: 1.   Experience is everywhere 2.   Get your house in order 3.   Solve the right problems 4.   E...
Start small: •   Little experiments •   Skunk works can be cheap •   Google is free •   Show, don’t tell
Thanks!@dwjr
Design is-how-it-works
Design is-how-it-works
Design is-how-it-works
Design is-how-it-works
Design is-how-it-works
Design is-how-it-works
Design is-how-it-works
Design is-how-it-works
Design is-how-it-works
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Design is-how-it-works

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Slides from a talk I gave during ONA 2012 in San Francisco: Companies like Apple and IDEO have demonstrated the role that design thinking plays in the creation of revolutionary, game-changing products. Yet even in 2012, news design is experiencing a great stagnation: too often, our products and platforms feel more like 2006. Learn strategies to show how design thinking can actually create efficiencies in a product development process that will always be strapped for time.

Published in: Business, Technology

Design is-how-it-works

  1. 1. Design is howit worksDavid Wright / NPR@dwjr
  2. 2. 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
  3. 3. About me • Newseum • Knight Ridder/Tribune • USA TODAY • NPR
  4. 4. Platform ≠ storytellingI don’t work in the newsroom.
  5. 5. Holy crap! We are working in the future.DreamWorks / 20th Century Fox
  6. 6. We’re really good at tellingstories, but ...News design seems stuck becausewe can’t keep up with our audience’sexpectations.
  7. 7. Same
  8. 8. 152 choicesin the top navigation.
  9. 9. We’re running the risk ofgetting our asses kickedQuite possibly with our own content.
  10. 10. Unsolicited NYTimes redesign by Andy Rutledge
  11. 11. Your competitive set?
  12. 12. WTHR app
  13. 13. Flipboard
  14. 14. GawkerGawker’s conversation curation
  15. 15. Gmail = ubiquitousGawker’s conversation curation
  16. 16. How might we makebetter things?These problems go beyond visual design • Strategy • Money • Technology
  17. 17. Design thinking can help • Context • Research • Empathy (user-centered) • Synthesis ➔ Insights
  18. 18. Why?• Answer the right questions• Better answers, faster• Proactive, not reactive
  19. 19. 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
  20. 20. 1. Experience is everywhere
  21. 21. My father-in-law
  22. 22. Experience is everywhere
  23. 23. 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
  24. 24. Experience is everywhere
  25. 25. Experience is everywhere
  26. 26. Good experiencescreate value.
  27. 27. 2. Get your house in order
  28. 28. creative commons photo by flickr user kenmccownGet your house in order
  29. 29. Traditional baggage Distribution vs. Contentpaid to manage risk paid to tell stories
  30. 30. Instead: Technologists Product Shepherds User Experience
  31. 31. Good experience thrivesin organizations wheredesign is respected.Subtitle
  32. 32. 3. Evaluate and iterate
  33. 33. If you’re not agile, you’redoing it wrong • Small • Multidisciplinary • Empowered • AccountableEvaluate and iterate
  34. 34. Evaluate and iterate
  35. 35. Evaluate and iterate
  36. 36. Tappableprototype
  37. 37. 4. Solve the right problems
  38. 38. Journalists are pre-wiredfor success • Ask questions • Challenge the status-quo • Readers are fickleSolve the right problems
  39. 39. You’re probably focusedon the wrong ideas • “Weaponize metrics” • Twitter + Surveys • FacebookSolve the right problems
  40. 40. 5. Understand how things work
  41. 41. We say “build”for a reason.Understand how things work
  42. 42. Handing a PSD to adeveloper does not makeyou a web designer.Understand how things work
  43. 43. Understand how things work
  44. 44. Understand how things work Interaction Design
  45. 45. 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
  46. 46. Start small: • Little experiments • Skunk works can be cheap • Google is free • Show, don’t tell
  47. 47. Thanks!@dwjr

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