From analysis to synthesis: tools and techniques for discovery work
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Presented at Confab Intensive 2016 in Seattle, Washington. When you begin work on a new project, there are so many unknowns, so many moving parts to get your head around, so many questions you haven't even thought to ask yet, that it can be hard to know where to start. In this workshop, we'll explore a range of discovery techniques, from stakeholder and user interviews to discovery workshops, content analysis, and more. We'll also look at what comes after you've made reams of rough notes, and just before you create deliverables: the part where you start to recognize patterns, clarify ambiguities, and put the pieces together.
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From analysis to synthesis: tools and techniques for discovery work
- 1. Tools and Techniques for Discovery Work From Analysis to Synthesis Kerry-Anne Gilowey Confab Intensive · Seattle WA · 20 September 2016 @kerry_anne
- 3. Image credit: www.flickr.com/photos/vegard So many unknowns. Where do we even begin?
- 4. A toolbox, not a methodology.
- 6. 1. DISCOVERY IS NOT A PHASE.
- 7. Uncomfortable with uncertainty? • Listen to Schrödinger’s IA: Learning toLove Ambiguity – tinyurl.com/ambiguity2013 • Slides: tinyurl.com/ambiguity-slides RESOURCES
- 8. 2. KNOW YOUR CONSTRAINTS.
- 9. 3. BE CAREFUL WITH ASSUMPTIONS.
- 10. 4. KNOW YOUR AUDIENCE AND YOUR ORGANISATION.
- 11. 5. ALWAYS BE TAKING NOTES.
- 12. Recording appsAndroid • Easy Voice Recorder• Smart Voice Recorder iOS • Voice Record Pro • Voice Recorder RESOURCES
- 13. 6. DON’T BELIEVE EVERYTHING YOU’RE TOLD. Image credit: www.flickr.com/photos/audiolucistore
- 14. 7. LOOK FOR PATTERNS.
- 15. Getting started
- 18. Our new project Traditional publisher Creating a digital product Need our help with content planning content organisation project steps
- 24. 3 main activity types Workshops Fieldwork Audit and analysis
- 25. 1. WORKSHOPS
- 26. Workshops are great for… Gathering a lot of info in a short period of time Picking up on political issues Checking that objectives and intentions are shared Making sure you’re getting the correct info
- 30. Content Mad Libs RESOURCES Get more info atcontent-workshops.com/toolbox/2015/3/content-mad-libs Image credit: Sara Wachter-Boettcher
- 33. Messaging card-sort 1. Sort all the cards into two groups 2. Note and discard cards in the “WE’RE NOT” pile 3. Loosely group the remaining attributes 4. Prioritise: choose your top 10
- 34. Messaging card sets • BrandSort cards brought to you byMargot Bloomstein, author of ContentStrategy at Work – $29.99. Order athttp://cards.appropriateinc.com/. RESOURCES
- 35. Mad Libs Voice and messaging Messaging cardsort Live content audit
- 36. Workshop activitiesCore strategy workshop Audience identification Challenges and opportunities activity Persona workshop Mad LibsTerminology workshop Messaging cardsort Live content audit Governance workshop Task identification
- 37. 2. AUDIT AND ANALYSIS
- 38. Content inventory and audit
- 39. Some help from Content Insight • Audit tips: http://tinyurl.com/audit-tips• Content Audits and Inventories: AHandbook by Paula Ladenburg Land• Sign up at content-insight.com using thepromo code TryCAT, and get a free5000-page block RESOURCES
- 40. Analytics and site search logs
- 41. About analytics and site search • Google’s free Analytics Academy –analyticsacademy.withgoogle.com/• Search Analytics For Your Site by LouisRosenfeld – tinyurl.com/search-analytics RESOURCES
- 44. Audit and analysisContent inventory Site and app comparisons Analytics Site search logs Competitor messaging analysis Content audit Industry research
- 45. 3. FIELDWORK
- 46. Audience surveys
- 47. Audience surveys • Survey software – surveymonkey.com.Sign up for a free account and receivetheir newsletter. • Coursera course on questionnairedesign, by the University of Michigan –tinyurl.com/questionnaire-course RESOURCES
- 52. Interview customers to… Find out what information they need Gain insight into their worldview Understand their context Map their journey with your product
- 53. Interview stakeholders to… Understand workflow and processes Identify challenges Understand political and cultural issues Build relationships and trust
- 56. On to synthesis
- 57. ORG CHARTS WORKFLOW DIAGRAMS SIMPLE PERSONAS OWNERSHIP AND AUTHORSHIP TABLES MATRIX OF CONTENT TYPES TERM LISTS, GLOSSARIES, SHARED DEFINITIONS MESSAGING SPREADSHEET CUSTOMER JOURNEYS Discovery artifacts
- 58. There is no “one right way”.
- 62. Simple personas
- 63. Customer journeys Image credit: http://engagingplaces.net/2013/10/15/hbr-the-truth-about-the-customer-experience/
- 66. Analysing your notes 1. Highlight key issues and patterns 2. Group related issues 3. Make connections explicit 4. Consider priorities, choose artifacts
- 67. ORG CHARTS WORKFLOW DIAGRAMS SIMPLE PERSONAS OWNERSHIP AND AUTHORSHIP TABLES MATRIX OF CONTENT TYPES TERM LISTS, GLOSSARIES, SHARED DEFINITIONS MESSAGING SPREADSHEET CUSTOMER JOURNEYS Discovery artifacts
- 68. Analysing your notes 1. Highlight key issues and patterns 2. Group related issues 3. Make connections explicit 4. Consider priorities, choose artifacts 5. Write up a roadmap
- 69. Roadmap headings • Stakeholders • Objectives • Current situation • Key challenges • Short-term strategy • Long-term strategy • Open questions
- 70. Analysing your notes 1. Highlight key issues and patterns 2. Group related issues 3. Make connections explicit 4. Consider priorities, choose artifacts 5. Write up a roadmap 6. Give your partner feedback
- 71. Thanks for taking part! Kerry-Anne Gilowey kerryanne@augustsun.co.za http://augustsun.co.za @kerry_anne