Web Design is a Cloud, Not a Clock

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Design groups the world over are littered with the remains of design process initiatives gone horribly useless. But, unless you are a one man band — and, let’s face it, few of us are — getting a group of designers, developers, and business owners to get a design out the door can feel like herding cats.
What’s a designer to do? Change our framework. Design process is not a technical problem to be solved (like designing a clock) but an living emergent system (like a cloud) to be exposed, evaluated and iterated.

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Web Design is a Cloud, Not a Clock

  1. 1. Web Design is a Cloud, Not a ClockSarah B. Nelson | FOWD NYC 2011 Training, workshop design, coaching and facilitation for creative organizations.
  2. 2. #cloudclock@sarahbeeeTraining, workshop design, coaching and facilitation for creative organizations.
  3. 3. “The frightening and most difficult thing about being whatsomeone calls a ‘creative person’ is that you haveabsolutely no idea where any of your thoughts come from,and you have no idea where they’re going to come fromtomorrow.” — “Art and Copy” documentaryTraining, workshop design, coaching and facilitation for creative organizations.
  4. 4. !.Training, workshop design, coaching and facilitation for creative organizations.
  5. 5. ?,Training, workshop design, coaching and facilitation for creative organizations.
  6. 6. What are some commonassumptionsabout design workflow?
  7. 7. Official workflows ensure great work.
  8. 8. There must be one right way to design.
  9. 9. Everyone should use thesametools.
  10. 10. If wediagram our workflow and give it to everyone on the project, it will run smoothly.
  11. 11. PLANNING DESIGN Inception Definition Go Broad Go Deep Detailed Design • What is it? • How will we approach this • How many different ways could • How could this solution work? • Let’s get this out the door. • Is it something we should problem? we solve this problem? pursue? • What is the scope of this problem? Activities Activities Activities Activities Activities Develop business case Develop design plan Hold Sketchboard sessions Hold Sketchboard sessions Develop use cases Develop vision Scope the problem 1) Identify 3 directions 1) Map golden path Map all paths Identify audiences Refine the vision 3 Interaction Models 2) Design sketchboard session Design screens and document Identify team 3 Visual Approaches 3) Iteratively develop designs Document all page-based interactions Outcomes 2) Sketch ideas for each direction Conduct Design Reviews Identify and document design patterns Outcomes Design Plan 3) Modify ideas Develop click-through prototype Project Brief, Draft 1 Project Brief, Final Conduct Design Reviews Conduct usability testing Outcomes Team Select 1 Design Concept Revise Design Plan Design specification Revise Design Plan Outcomes Outcomes Click-through prototype of golden path, 1 Selected Concept with visual designAprilShannon (3s)Pipeline Lead (4s)Designers (5s & 6s)BizTech Training, workshop design, coaching and facilitation for creative organizations.
  12. 12. know customers develop generate insights map experience align strategy measurement modelknow business Training, workshop design, coaching and facilitation for creative organizations.
  13. 13. Training, workshop design, coaching and facilitation for creative organizations.
  14. 14. make thinkplan testTraining, workshop design, coaching and facilitation for creative organizations.
  15. 15. Bossesmake theProcesses
  16. 16. Training, workshop design, coaching and facilitation for creative organizations.
  17. 17. not thatthis
  18. 18. Training, workshop design, coaching and facilitation for creative organizations.
  19. 19. Training, workshop design, coaching and facilitation for creative organizations.
  20. 20. Training, workshop design, coaching and facilitation for creative organizations.
  21. 21. outputinput Training, workshop design, coaching and facilitation for creative organizations.
  22. 22. input outputTraining, workshop design, coaching and facilitation for creative organizations.
  23. 23. Training, workshop design, coaching and facilitation for creative organizations.
  24. 24. Training, workshop design, coaching and facilitation for creative organizations.
  25. 25. design process is an emergent systemTraining, workshop design, coaching and facilitation for creative organizations.
  26. 26. working agreementsTraining, workshop design, coaching and facilitation for creative organizations.
  27. 27. clear purposeTraining, workshop design, coaching and facilitation for creative organizations.
  28. 28. trustTraining, workshop design, coaching and facilitation for creative organizations.
  29. 29. clear roles andresponsibilitiesTraining, workshop design, coaching and facilitation for creative organizations.
  30. 30. agreed-upon approachTraining, workshop design, coaching and facilitation for creative organizations.
  31. 31. user involvementTraining, workshop design, coaching and facilitation for creative organizations.
  32. 32. stakeholder engagementTraining, workshop design, coaching and facilitation for creative organizations.
  33. 33. Sarah Kristy John
  34. 34. Sarah Kristy JohnGoals Goals Goals1 1 12 2 23 3 3
  35. 35. Sarah Kristy JohnGoals Goals Goals1 1 12 2 23 3 3FEARS FEARS FEARS1 1 12 2 23 3 3
  36. 36. Sarah Kristy JohnGoals Goals Goals1 1 12 2 23 3 3FEARS FEARS FEARS1 1 12 2 23 3 3EXPECTATIONS EXPECTATIONS EXPECTATIONS1 1 12 2 23 3 3
  37. 37. Sarah creative lead Kristy PM John UX LEadGoals Goals Goals1 1 12 2 23 3 3FEARS FEARS FEARS1 1 12 2 23 3 3EXPECTATIONS EXPECTATIONS EXPECTATIONS1 1 12 2 23 3 3
  38. 38. Sarah creative leadGoals1 Add a new e-commerce piece to my portfolio2 To increase our experience with research projects3 Try out a new analysis technique for our research
  39. 39. Sarah creative leadGoals1 Add a new e-commerce piece to my portfolio2 To increase our experience with research projects3 Try out a new analysis technique for our researchFEARS1 That I won’t be able to spend enough time with the team2 that the client’s expectations are unreasonable3 That the project is underscoped
  40. 40. Sarah creative leadGoals1 Add a new e-commerce piece to my portfolio2 To increase our experience with research projects3 Try out a new analysis technique for our researchFEARS1 That I won’t be able to spend enough time with the team2 that the client’s expectations are unreasonable3 That the project is underscopedEXPECTATIONS1 Of Sarah: That she is as accessible as possible2 of the team: That people communicate honestly with each other3 of SaRAH: that she has the team’s back
  41. 41. just because you wrote it on the boarddoesn’t make it trueTraining, workshop design, coaching and facilitation for creative organizations.
  42. 42. Bossesmake theProcesses
  43. 43. thank you!sarah@tapirandtine.com@sarahbeeewww.sarahbnelson.comwww.tapirandtine.com Training, workshop design, coaching and facilitation for creative organizations.
  44. 44. photo creditsphoto of Karl Popper by Steve Pyke Training, workshop design, coaching and facilitation for creative organizations.

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