The document outlines an initial meeting to kick off the development of a digital signage program for Golden Gate University, including an overview of the process, context on the university's current analog signage and how digital signage can provide additional engagement and content, developing personas to represent key audiences, and next steps to refine guiding principles and requirements.

1. Experience Design Development
Golden Gate University
Summer 2014
Meeting 1: June 3, 2014

2. Golden Gate University Digital Signage Programming
Experience Design Development
• Context
• Process Overview
• Purposes of Signage; How Digital is Distinct
• Persona Development
• Experience Design Workshop
• Next Steps
Doug Humphreys // VP, Consulting; Experience Design & Digital Signage Expert
!
Liz Lessig // Strategist
!
Chloé Lauer // Project Manager, Point-of-Contact
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Kick-Off Meeting Agenda

3. Golden Gate University Digital Signage Programming
Process Overview
3
June DecemberJuly August September October November
Experience Design
Guiding Principles & Boundaries
Requirements Document
Draft Pricing
Vendor Selection & Final Pricing
Specification, Testing, & Procurement
Delivery & Installation
January
we are here
Committee Responsibility
Business Services & Facility Responsibility
Content Development
Content Development

4. Golden Gate University Digital Signage Programming
Our Meeting Schedule
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• June 3: Kick-Off Meeting & Persona / Experience Design Workshop
• June 17: Guiding Principles & Boundaries Review and Journey Mapping Workshop
• July 22: Requirements Document Draft
• August 5: Requirements Document Refinement
• August 19: Final Requirements Document Edits & Draft Pricing

5. Golden Gate University Digital Signage Programming
Context
Golden Gate University currently communicates with a variety of analog signage types…
5

6. Golden Gate University Digital Signage Programming
Context
…and wants to enter the digital signage realm.
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7. Golden Gate University Digital Signage Programming
Both analog and digital watches tell time…
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8. Golden Gate University Digital Signage Programming
…digital watches also engage, provide addt’l content, and offer feedback
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9. Golden Gate University Digital Signage Programming
Similarly, analog and digital SIGNAGE address the same needs…
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INFORM
GUIDE & DIRECT
INSTILL PRIDE
DEFINE BRAND & IDENTITY
DISTINGUISH PLACES & SPACES

10. Golden Gate University Digital Signage Programming
…digital signage can also engage and offer additional, changing content
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analog digital
INFORM

11. Golden Gate University Digital Signage Programming
…digital signage can also engage and offer additional, changing content
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analog digital
GUIDE & DIRECT

12. Golden Gate University Digital Signage Programming
…digital signage can also engage and offer additional, changing content
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DEFINE BRAND & IDENTITY
analog digital

13. Golden Gate University Digital Signage Programming
…digital signage can also engage and offer additional, changing content
13
INSTILL PRIDE
analog digital

14. Golden Gate University Digital Signage Programming
…digital signage can also engage and offer additional, changing content
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DISTINGUISH PLACES & SPACES
analog digital

15. Golden Gate University Digital Signage Programming
Persona Development
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CURRENT DAY STUDENT
WHO:
TYPE OF STUDENT:
DEGREE PROGRAM:
SPECIAL INTEREST:
DESCRIPTION:
Kelsey
Law Student
JD Full-Time Program
Environmental Law
Kelsey is a passionate environmentalist
whose undergraduate degree is in
environmental science. An East Coast
transplant, she is in her 2nd year of the
three year program and is finally
getting an understanding of how to
best leverage the resources that GGU
and San Francisco have to offer.

16. Golden Gate University Digital Signage Programming
Persona Development
16
CURRENT NIGHT STUDENT
WHO:
TYPE OF STUDENT:
DEGREE PROGRAM:
SPECIAL INTEREST:
DESCRIPTION:
Miguel
Business Student
Masters of Business Administration
Entrepreneurship
Andrew is a Bay Area native who grew
up and still lives in Walnut Creek
getting his masters degree in Business.
He works full-time in the Financial
District in sales at a tech start up and
commutes by BART; he loves the
University’s convenient location. After
graduating, he plans to start his own
business.

17. Golden Gate University Digital Signage Programming
Persona Development
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GGU EMPLOYEE (admin/staff/faculty)
WHO:
TITLE:
YEARS EMPLOYED:
DESCRIPTION:
Andrew
Adjunct Professor
Five years
Andrew is a dedicated adjunct
professor and loves working with GGU
students. Besides teaching, he also
mentors students within a
special-interest club. He likes to stay
aware of what’s going on around
campus and participates when he can,
which isn’t too often, since he has a
full-time job and a family!

18. Golden Gate University Digital Signage Programming
Persona Development
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VISITOR(s) TO GGU
WHO:
TITLE:
YEARS EMPLOYED:
DESCRIPTION:
Alice and Amit
Recruiting at Job Fair
2.5 hours
Alice and Amit work at Deloitte and
are representing their company at a
job fair hosted by GGU. They have
never been to GGU before and need to
know how to get to the event and who
to ask for help should they run into
any challenges as they set up their
booth. They expect a great turnout of
GGU students!

19. Golden Gate University Digital Signage Programming
Next Steps
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• MKThink:
• Translate persona and experience design workshop outputs into draft Guiding Principles & Boundaries
• Prepare Journey Mapping Exercise
!
• Next meeting: review and refine Guiding Principles & Boundaries; engage in Journey Mapping Exercise
• After that: Draft a requirements document, including number and type of signs and possible locations