October 22, 2009 talk about how to design for constant change -- part of an AIGA "Small Talks, Big Ideas" series at San Jose State University

1. Design for an Exploding World
Find Your Meaning, Dig the Data & Adapt
AIGA “Small Talks, Big Ideas” – San Jose State University
10/22/2009
Razorfish -- Marisa Gallagher, VP User Experience
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2. CHAOS
The designer's world has
entered a constant state of
change.
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5. Page 5 © 2009 Razorfish. All rights reserved.

6. Page 6 © 2009 Razorfish. All rights reserved.

7. Dealing with the Chaos:
1. FIND – your meaning to the world
2. DIG – into the data to know more
3. ADAPT – get on with it and learn
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8. 1. FIND (your meaning)
Your brand means something, even
if your advertising doesn’t.
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9. What Does Your Brand Mean to
Your Customer?
Questions to Ask:
 What is its cultural significance?
 Does it represent any archetype or icon?
 Why do your customers like it, love it, fear it, hate it, use it?
 What does it say about them – in what context do they use it?
 What is its “shared shorthand”?
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10. How to Use The Questions?
First -- Go Broad
Explore the cultural archetypes and concepts related to a
product category or larger industry. Create mood boards and
word lists of what you find.
Then – Get Specific
Do a competitive audit of how others are using archetypes and
cultural elements. Look for holes, gaps, and saturation points.
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11. Beverage Culture in Pictures . . .
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12. Beverage Culture in Words . . .
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13. Competitive Audit
Coke: “Click-snap, Ahhhhhhhh.”
Branding the sound of refreshment.

14. Competitive Audit
Snapple: “We found better stuff!”
Purveyors of momentary, exotic
amusement and chance discovery.

15. Competitive Audit
Y water: a “new” concept in children’s beverages.
A magic potion is a special bottle to transform our
kids and the industry.

16. 2. DIG (into the data)
Become channel fluent.
Know how and where to reach
your audience.
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17. Old Media Is Maimed, Not Dead
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18. Yet, Choose Your Channel Wisely
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Page 18 © 2009 Razorfish. All rights reserved.

19. Know How To Reach Your Audience
Internet
Americans under 45 spend more time
online than with other media
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20. Another Good Starting Point . . .
Internet
Europeans over 25 like TV more than
the Web, those over 45 like both
radio and TV more than the Web
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21. And Keep on Digging . . .
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22. And Digging . . .
Qualitative Research Quantitative Research
Good at: • Context, human texture, semantics, • Definitive conclusions, clear measures,
subjectivity objectivity
Typical set-up: • Often in person, observation and • Often remote, test plan structured around
discussion-oriented, even with task clear objective responses without
completion ambiguity (yes/no, multiple choice,
success/failure)
Provides: • The why, why not, where not, when not • The what, how much, when, where
Downfall: • Directionality can be skewed by sample • Can be looking at the wrong measures.
size, personalities
Sample Size • 8-12 provide directionality/patterns • 100+ (technically 30, but numbers
normalize better above 100)
Examples • Ethnographic studies • Mouse-and-click-path tracking
• One-on-one interviews • Multivariate testing
• Lab-style usability tests • Self-directed remote usability testing
• Focus groups • Analytics + search log tracking
• Card sorting (in person) • Surveys
• Card sorting (remote)
• Page 22 © 2009 Razorfish. All rights reserved.

23. 3. ADAPT (and learn)
Put it out there (and listen)
before it puts you out of
business.
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24. Get the Feedback Loop Going

25. Get Your Advocates Energized

26. Just Do It, Even if You’re Not Nike

27. Go Cheap: Don’t Build, Don’t Buy

28. Get Responsive Before It’s Too
Late

29. Dealing with the Chaos:
1. FIND – your meaning to the world
2. DIG – into the data to know more
3. ADAPT – get on with it and learn
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30. Thank You
Razorfish
Marisa Gallagher, VP User Experience
marisa.gallagher@razorfish.com
twitter.com/marisagallagher
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