Planning for Success: Design Like a Pro

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Presentation for Dallas/Fort Worth WordPress Meetup, 4/24/10, by Chris Ronan and Leia Scofield of RD2, Inc.

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Planning for Success: Design Like a Pro

  1. 1. @rd2incrd2inc.com<br />
  2. 2. Chris Ronan     @cronan    http://blog.rd2inc.com/archives/author/chris-ronan/Leia Scofield         @leia    http://blog.rd2inc.com/archives/author/leia/<br />
  3. 3. A Design Studio + Lab + Partner<br />
  4. 4. For companies who want to be the best in their line of business.  And, for those who recognize the importance of delivering on design innovation as a valuable tool to take on their journey<br />
  5. 5. what does "RD2" stand for?<br />
  6. 6. R = ResearchD = DesignD = Develop<br />
  7. 7.
  8. 8. The name, further explained:http://blog.rd2inc.com/?p=677<br />
  9. 9. tools<br />
  10. 10. Some of our tools are obvious     Text editors    Graphic design software (Adobe Suite)    Staging servers and environments<br />
  11. 11. Some are less obvious    User Experience Plan    WordPress    Drupal<br />
  12. 12. Yes, we use Drupal too<br />
  13. 13. [bending spoon pic]<br />
  14. 14. But why do we love WordPress?<br />
  15. 15. [light saber pic]<br />
  16. 16.
  17. 17. From this...<br />
  18. 18.
  19. 19. To this...<br />
  20. 20.  <br />
  21. 21.  <br />
  22. 22.
  23. 23.  <br />
  24. 24.
  25. 25.  <br />
  26. 26.  <br />
  27. 27.  <br />
  28. 28. what's the big design challenge?<br />
  29. 29. design is subjective<br />
  30. 30. That's the challenge and the beautiful thing all rolled into one<br />
  31. 31. Applications of design that work best can perform: In a subjective worldIn an objective world<br />
  32. 32. sub·jec·tive[suhb-jek-tiv] -adjective"existing in the mind; belonging to the thinking subject rather than to the object of thought" "placing excessive emphasis on one's own moods, attitudes, opinions, etc.; unduly egocentric."<br />
  33. 33. ob·jec·tive[uhb-jek-tiv]-adjective "not influenced by personal feelings, interpretations, or prejudice; based on facts; unbiased: an objective opinion." "verifiable"<br />
  34. 34. Subjective:We picked these colors because...It was the color of my first bicycleThey're the color of my dog's eyesBecause I think this color palette is beautiful<br />
  35. 35. Objective:We picked these colors because...They support the mood of your overall company message and go to market strategyThey are in the corporate style guideThey exemplify a fundamental change or direction in managementThey best convey the mood and message I'm trying to communicate<br />
  36. 36. how do you design like a pro?<br />
  37. 37. Step back and add the big, three letter filter...<br />
  38. 38. WHY<br />
  39. 39. Apply "WHY" to everything<br />
  40. 40. Do it deliberately and with discipline...<br />
  41. 41. ...apply it to every idea, every widget, every category, every tag, every banner, every suggestion<br />
  42. 42. or your website could start to look like this<br />
  43. 43.  <br />
  44. 44. framework for design<br />
  45. 45. Step away from WordPress<br />Plan<br />Explore<br />
  46. 46. Give yourself a context for "WHY"<br />
  47. 47. STEP 1: define your goals and objectives<br />
  48. 48. The overarching reason or purposeThe highest level missionThe key summaryOften found through core values<br />
  49. 49. Goals and Objectives (Examples for Businesses)<br />
  50. 50. "Unleash the power and authenticity of our strongest assets: our employees and our customers."<br />
  51. 51. "Encourage brand loyalty and referrals from existing customers"<br />
  52. 52. "Educate prospects about our brand"<br />
  53. 53. Goals and Objectives (for People)<br />
  54. 54. "Share my knowledge"<br />
  55. 55. "Make friends"<br />
  56. 56. "Increase my notoriety"<br />
  57. 57. "Increase notoriety of my cat"<br />
  58. 58. Spend some time thinking about goalsTry them out on friendsTie all your decisions back to goals<br />
  59. 59. meet christine - the client<br />
  60. 60. Age: 32<br />Location: East Dallas<br /> <br /><ul><li>Private Yoga Instructor
  61. 61. Specialized methodology
  62. 62. Needs more clients</li></li></ul><li>Christine's Goals<br />
  63. 63. STEP 2: identify your audience<br />
  64. 64. Target Audience Definition & Personas:A detailed picture of each member of your audience in a “day in the life of” scenarioOften created from real life individuals who are interviewed and/or studiedMotivations and activities are observed, discussed, and documented<br />
  65. 65. It's about Personas, their demographics, and data related to their experiences<br />
  66. 66. Data google analyticsquantcastwoopra pollssurveys <br />
  67. 67. who is looking at your site?what time of day? what day of week? where are they coming from? what pages do they visit most?what are they searching for?what are they browsing with?  do they come back? <br />
  68. 68. location? language? age?  gender?  education level?  income?<br />
  69. 69. Is this who you want your audience to be?What do you need to change or improve to make your audience the right one for your goals? WHY? <br />
  70. 70. Personas<br />
  71. 71.
  72. 72. christine's personas<br />
  73. 73. Persona: Julio<br />Age: 24<br />Location: Uptown Dallas<br /> <br /><ul><li>Ready for one-on-one lessons
  74. 74. Looking for a personable expert
  75. 75. Internet Savvy</li></li></ul><li>Persona: Joy<br />Age: 29<br />Location: Carrollton<br /> <br /><ul><li>Busy mom
  76. 76. Long-time client of Christine's
  77. 77. Can't always make private lessons</li></li></ul><li>Persona: Naomi<br />Age: 42<br />Location: Tulsa<br /> <br /><ul><li>Proficient in yoga
  78. 78. Wants to learn Christine's specialty
  79. 79. Can occasionally attend a workshop</li></li></ul><li>Now your WHY has a WHO. <br />
  80. 80. STEP 3: know your competition<br />
  81. 81. Know and document your competitorsDo your Personas find them more compelling? Why?Make screenshotsWrite your likes and dislikes <br />
  82. 82. christine's competition<br />
  83. 83.
  84. 84.
  85. 85.
  86. 86.
  87. 87. STEP 4: find your inspiration<br />
  88. 88. It's not just about your competitionIt's not just about others in your spaceIt's about completely different sources of inspirationShoot it, snag it, scrap book itThen document what inspires you about it<br />
  89. 89.
  90. 90.
  91. 91.
  92. 92.
  93. 93.
  94. 94.
  95. 95. STEP 5: plan your content<br />
  96. 96. Arguably your most important assetCreate an outline for anticipated contentOrganize earlyWrite earlyThis informs the designerThis informs the developerDon't forget to ask WHY <br />
  97. 97. Pages?Categories?Tags?Types of content?Ads? Posting frequency?Multiple authors?<br />
  98. 98. Plan and write as much content as you can BEFORE you start designing.<br />
  99. 99. christine's content<br />
  100. 100. Pages: About, Contact, Class Schedule Content Types: Photos, Video, Events, News Categories: Lessons, Links, Events, Photos, Announcements, Workshops Tags: Specific poses, locations, details<br />
  101. 101. STEP 6: list your features<br />
  102. 102. List your desired featuresEvery dropdown, every tag cloud, every widgetWeigh them against your goals and objectives...asking why.How would your personas respond?<br />
  103. 103. Spam PreventionContact FormStatsDownloadsRelated PostsComments <br />
  104. 104. christine's features<br />
  105. 105.
  106. 106. STEP 7: outline your needs<br />
  107. 107. Wire FramingPrioritize your features and functionsScore each and every itemApply them within a wire frame and be careful not to increase your scope!And remember: this is not design yet!<br />
  108. 108.
  109. 109. christine's outline<br />
  110. 110.
  111. 111. design like a pro<br />
  112. 112. Whether it's you, a design partner or a vendor, now you have a collection of the most important elements to inform design<br />
  113. 113.
  114. 114. If you follow a process or method with discipline before you start design, you're giving design a real chance<br />
  115. 115. This is the plan for your big idea. <br />It's your blueprint.<br />
  116. 116. Imagine you are building your home. <br />You need the architectural plan before ordering the lumber.<br />
  117. 117. so remember...<br />
  118. 118. STEP 1: define your goals<br />STEP 2: identify your audience<br />STEP 3: know your competitionSTEP 4: find your inspiration <br />STEP 5: plan your content<br />STEP 6: list your features<br />STEP 7: outline your needs <br />
  119. 119. and always ask...<br />WHY<br />
  120. 120. thanks! and let the force be with you!<br />
  121. 121. @rd2incrd2inc.com<br />

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