The document discusses planning and its importance in inspiring greatness through extraordinary experiences. It defines planning as bringing people's needs and desires into the development process creatively. Planning matters because consumers control information and brands need ambassadors. The document outlines Critical Mass's planning process and two case studies, one helping engineers choose parts and the other getting craft beer fans to try a mega brand. It ends with a discussion of the future of planning.
Mobile UX London 2016 Conference Workshop - Chi Chung Tsang - User ResearchNaveed R
Mobile UX London 2016 Conference Workshop - (https://mobileuxlondon.com) - Understanding users’ needs and behaviour is still an important activity that can lead to great user experiences. Planning your user research is critical to getting the most out of this activity, even more so for research involving mobile devices where context can greatly affect the outcome.
In this workshop, you will learn about why doing user research is important, why context matters, how to choose the right research activity and tips from my experience of research over the years. You will also have the chance to create a research plan.
How do you drive innovation? Through insights uncovered by new ways of looking at the world. Data, testing, and looking at the middle of the bell curve can only get you so far. So how do you break through the innovation barrier? By working with anthropologists.
Anthropology looks at the world, and how it relates to your business, in a different way than traditional methods of business research. It is grounded in the principle that to understand the world; you have to engage with it in an up-close, context-sensitive, experimental way. Customers are complex human beings, and it takes a deep understanding of the social sciences to delve into what drives their behavior, beliefs, and desires. It takes that same deep understanding to translate those insights into actionable strategies and tactics. The result? A stronger, more relevant brand that resonates with your customers. Brands that rise to capture their share of culture become fixtures in the hearts and minds of those customers.
This webcast will take you through the basics of what anthropologists can do to grow your business, what to look for when hiring them, and how to harness their skills for your strategic advantage.
Join us as our AIPMM Anthropologist, Paula Gray presents Gavin Johnston; a working Business Anthropologist who will share some of his past projects, how he goes about studying a business’ customers and what innovations he has seen resulting from his work and the work of his colleagues.
This presentation was given at Hacker Lab for Sacramento User Experience Meetup. It explores innovative process improvements as well as disruptive innovation using methodologies from The Luma Institute, IDEO, and Cooper Design.
Mobile UX London 2016 Conference Workshop - Sabrina Duda - Persona workshopNaveed R
Mobile UX London Conference 2016 - Workshop - https://mobileuxlondon.com - How to create personas? This workshop will provide you with the necessary facts about how to create personas. We will work with a real website and each group will create personas for this website, based on information and a framework.
The workshop will start with a short overview about personas, showing many examples and different methods and templates. We will discuss these examples and your personal opinion and experiences with personas. We will create personas for a mobile website in groups à 3-4 people and share the results.
Why data is so important for every company, product and project. How to set the measurements, goals and hypothesis and verify them as soon as possible.
presented 15.10.2016 on Meetnight in Poznań
Mobile UX London 2016 Conference Workshop - Chi Chung Tsang - User ResearchNaveed R
Mobile UX London 2016 Conference Workshop - (https://mobileuxlondon.com) - Understanding users’ needs and behaviour is still an important activity that can lead to great user experiences. Planning your user research is critical to getting the most out of this activity, even more so for research involving mobile devices where context can greatly affect the outcome.
In this workshop, you will learn about why doing user research is important, why context matters, how to choose the right research activity and tips from my experience of research over the years. You will also have the chance to create a research plan.
How do you drive innovation? Through insights uncovered by new ways of looking at the world. Data, testing, and looking at the middle of the bell curve can only get you so far. So how do you break through the innovation barrier? By working with anthropologists.
Anthropology looks at the world, and how it relates to your business, in a different way than traditional methods of business research. It is grounded in the principle that to understand the world; you have to engage with it in an up-close, context-sensitive, experimental way. Customers are complex human beings, and it takes a deep understanding of the social sciences to delve into what drives their behavior, beliefs, and desires. It takes that same deep understanding to translate those insights into actionable strategies and tactics. The result? A stronger, more relevant brand that resonates with your customers. Brands that rise to capture their share of culture become fixtures in the hearts and minds of those customers.
This webcast will take you through the basics of what anthropologists can do to grow your business, what to look for when hiring them, and how to harness their skills for your strategic advantage.
Join us as our AIPMM Anthropologist, Paula Gray presents Gavin Johnston; a working Business Anthropologist who will share some of his past projects, how he goes about studying a business’ customers and what innovations he has seen resulting from his work and the work of his colleagues.
This presentation was given at Hacker Lab for Sacramento User Experience Meetup. It explores innovative process improvements as well as disruptive innovation using methodologies from The Luma Institute, IDEO, and Cooper Design.
Mobile UX London 2016 Conference Workshop - Sabrina Duda - Persona workshopNaveed R
Mobile UX London Conference 2016 - Workshop - https://mobileuxlondon.com - How to create personas? This workshop will provide you with the necessary facts about how to create personas. We will work with a real website and each group will create personas for this website, based on information and a framework.
The workshop will start with a short overview about personas, showing many examples and different methods and templates. We will discuss these examples and your personal opinion and experiences with personas. We will create personas for a mobile website in groups à 3-4 people and share the results.
Why data is so important for every company, product and project. How to set the measurements, goals and hypothesis and verify them as soon as possible.
presented 15.10.2016 on Meetnight in Poznań
Great Fundraising Events - AFP ICON 2017Bloomerang
Fundraising events have become an increasingly important and ubiquitous tool for nonprofit organizations.
But what is it that ultimately makes an event “successful?” and how can events provide new and potentially exciting forms of value for participants?
This session will dive into new Bloomerang-funded research from the Rogare Fundraising Think Tank at Plymouth University, which outlines for the first time what overarching factors may have a part to play in distinguishing genuinely outstanding fundraising events from merely ‘average’ ones.
Learning Outcomes:
Discover how your own efforts compare with an international focus group
Learn the critical success factors that lead to event success
Uncover key recommendations for creating memorable experiences
A powerpoint presentation for the University of British Columbia's course on Decoding Social Media. Slides and images from this presentation have been taken exclusively from SlidesShare profiles or presentations.
PressPass is about building a stronger relationship with readers and print media. Our team focused on understanding what print media lovers loved about print. We named these individuals’ content omnivores because of their love for well-curated content in all its forms. We noticed this focus on well curated content in created PressPass as concept that could take the curated experience of print media into the real world. We prototyped this experience with several of our users, with the aim to understand what kind of event matched the print media curation experience.
PressPass would be a third party business that would help publications, print or digital, to curate events in cities where their readers are located. These events would be designed to maximize and reflect the intent of the magazine and experience it delivers to its readers.
Find out how to make your work, work hard in Asian markets, how to perfect your craft for different cultures and how the Asian markets are interacting with brands and agencies alike.
With nearly half of the world’s internet population based in Asia Pacific and almost 1.1 billion active social media users in this region, agencies are zeroing in on these fast growing economies to take their business to the next step.
Join us and a panel of experts at our next Breakfast Briefing to find out what these emerging markets means for the industry, hear success stories, lessons learned and tips for anyone looking to learn more about these markets.
Version 2.0 of Emotion Driven Design (an earlier talk)
Are we getting the intended emotional response we set out to achieve? In this seminar, we explore the powerful effects of emotion-driven design on human behavior.
Our decisions are based off of 10% logic and 90% emotion. Reversal Theory helps us understand how we constantly change from being «goal focused» to «explorative» and how we need to design for both of these states of mind.
Through methods and examples, we gain a greater understanding for how we create engaging experiences and long term commitments by focusing on emotional design.
Meditatia Transcendentala - PROGRAMUL DE DEZVOLTARE AINTREPRINDERILORAMTR
Programul de dezvoltare al intreprinderilor utilizeaza Tehnologia Maharishi, o tehnologie a Campului Unificat, care are la baza Meditatia Transcendentala si alte programe avansate.
Parada furnicilor apare in puranas. Scrise într-un stil popular, Puranele sunt privite ca fiind cărţi sacre ale hinduismului. Ele sunt scrise dupa povesti. Ele abordeaza teme cum ar fi creerea universului, distrugerea si refacerea universului, dinastiile zeilor lunii si ai soarelui, genealogia zeilor si epocile creatorilor oamenilor.
Parada Furnicilor este cea mai fascinanta perspectiva asupra timpului scrisa vreodata de o minte umana.
Se recomanda lectura impreuna cu http://www.slideshare.net/sorinelb/time-management-and-the-transcendental-meditation-program
Great Fundraising Events - AFP ICON 2017Bloomerang
Fundraising events have become an increasingly important and ubiquitous tool for nonprofit organizations.
But what is it that ultimately makes an event “successful?” and how can events provide new and potentially exciting forms of value for participants?
This session will dive into new Bloomerang-funded research from the Rogare Fundraising Think Tank at Plymouth University, which outlines for the first time what overarching factors may have a part to play in distinguishing genuinely outstanding fundraising events from merely ‘average’ ones.
Learning Outcomes:
Discover how your own efforts compare with an international focus group
Learn the critical success factors that lead to event success
Uncover key recommendations for creating memorable experiences
A powerpoint presentation for the University of British Columbia's course on Decoding Social Media. Slides and images from this presentation have been taken exclusively from SlidesShare profiles or presentations.
PressPass is about building a stronger relationship with readers and print media. Our team focused on understanding what print media lovers loved about print. We named these individuals’ content omnivores because of their love for well-curated content in all its forms. We noticed this focus on well curated content in created PressPass as concept that could take the curated experience of print media into the real world. We prototyped this experience with several of our users, with the aim to understand what kind of event matched the print media curation experience.
PressPass would be a third party business that would help publications, print or digital, to curate events in cities where their readers are located. These events would be designed to maximize and reflect the intent of the magazine and experience it delivers to its readers.
Find out how to make your work, work hard in Asian markets, how to perfect your craft for different cultures and how the Asian markets are interacting with brands and agencies alike.
With nearly half of the world’s internet population based in Asia Pacific and almost 1.1 billion active social media users in this region, agencies are zeroing in on these fast growing economies to take their business to the next step.
Join us and a panel of experts at our next Breakfast Briefing to find out what these emerging markets means for the industry, hear success stories, lessons learned and tips for anyone looking to learn more about these markets.
Version 2.0 of Emotion Driven Design (an earlier talk)
Are we getting the intended emotional response we set out to achieve? In this seminar, we explore the powerful effects of emotion-driven design on human behavior.
Our decisions are based off of 10% logic and 90% emotion. Reversal Theory helps us understand how we constantly change from being «goal focused» to «explorative» and how we need to design for both of these states of mind.
Through methods and examples, we gain a greater understanding for how we create engaging experiences and long term commitments by focusing on emotional design.
Meditatia Transcendentala - PROGRAMUL DE DEZVOLTARE AINTREPRINDERILORAMTR
Programul de dezvoltare al intreprinderilor utilizeaza Tehnologia Maharishi, o tehnologie a Campului Unificat, care are la baza Meditatia Transcendentala si alte programe avansate.
Parada furnicilor apare in puranas. Scrise într-un stil popular, Puranele sunt privite ca fiind cărţi sacre ale hinduismului. Ele sunt scrise dupa povesti. Ele abordeaza teme cum ar fi creerea universului, distrugerea si refacerea universului, dinastiile zeilor lunii si ai soarelui, genealogia zeilor si epocile creatorilor oamenilor.
Parada Furnicilor este cea mai fascinanta perspectiva asupra timpului scrisa vreodata de o minte umana.
Se recomanda lectura impreuna cu http://www.slideshare.net/sorinelb/time-management-and-the-transcendental-meditation-program
PROGRAMUL MEDITATIEI TRANSCENDENTALE PENTRU A CLADI FORTA FAMILIEIAMTR
Acest studiu descrie cercetarile facute asupra programului Meditatiei Transcendentale (TM) si un plan al lui Maharishi Mahesh Yogi, creatorul acestui program, pentru a dezvolta familii "invincibile" bazat pe un model al sistemelor coerente (invincibilitatea este o caracteristica generala a sistemelor coerente de a respinge influenta factorilor externi perturbatori).
The elements of product success for designers and developersNick Myers
All software, whether it's for consumers or workers, needs to meet the ever growing demands people have in today’s world. Greater user expectations and influence are forcing companies to create and deliver better products, but not every organization has a rich heritage in software creation like tech giants Apple and Google. Most companies need to be more customer-focused, become design specialists, and transform their cultures as they shift to become both software makers and innovators.
Myers, head of design services at Cooper, will share the elements of product success that companies need to possess and be market leaders: user insight, design, and organization. Myers will share principles and techniques that successful innovative companies use to truly understand their customers. He’ll also discuss the methods effective designers use to support their customers and create breakthrough ideas and delightful experiences. And he’ll finish by sharing the magic formula organizations need to deliver ground-breaking experiences to market.
This talk was given at UX Day.
I gave a talk on the role of Design Thinking to leaders in the financial industry. The focus was on user centric thinking to innovate financial products and digital services. (all case material is removed)
Being Digital: 5 key tactics towards modernizing your organization and ideas
Fallon co-sponsored presentation event with MN AMA (American Marketing Association)
With so many rapid-fire changes in the digital landscape, how are agencies and marketers adapting their strategies and creativity to engage and connect with people?
Join Aki Spicer, Director of Digital Strategy at Fallon, as he shares insights on driving creativity in the age of digital and social media. Learn how his team is broadening its bench strength and skill sets; embracing the user over the viewer mindset; evolving measurement and ROI; building a process for experimentation; and planning for social content strategy. As a marketer, discover new ways to encourage investment in small experiments that can lead to bigger results.
Design Thinking for Nonprofits: Creating an Enhanced Membership Program with ...Highland
Want to raise more money and better serve your constituents? Learn how better understand the people who power your mission through design thinking.
In this webinar, Jon Berbaum, President of Highland Solutions, will be joined by Karin Jaros, Director of Membership for The Morton Arboretum. They’ll share how Highland and Morton worked together to develop and test a new membership initiative for children and families in a single week using a Design Sprint process.
You will learn:
1) A simple framework to evaluate ideas and their impact, and prioritize which ones you should test
2) Methods for creating low-cost experiments that generate meaningful feedback from real donors, volunteers, and constituents
3) How to advocate for the use of design thinking best practices within your own organization
Watch the recording of this webinar: https://youtu.be/hMUwqoHkpUU
Delivered to the 2011 DMA audience, by MRM and the Social Media Society, this presentation looks at the new truths that affect how we operate as practitioners in the agency environment and how these new truths can help a social media practitioner become a Star!
The value of experience design is changing. Tools that were once designed to help people make decisions are being reimagined into products and services that actively make people’s lives easier through anticipating what a user wants and making choices on their behalf.
New smart products and services that anticipate user needs and make decisions according to our preferences with as little interaction as possible will release us from the tyranny of choice and give us more time to spend on the things that matter most.
Hear Kieran speak about how to navigate these new digital complexities when creating new experiences.
Social Media monthly book club hosted authors of Wikibrands, Sean Moffitt and Mike Dover for a webinar on Thursday, March 31st to discuss insights from their newly published title and participated in Q&A from the audience.
Campaigns to Commitment: Social Media, Brands & Long IdeasCritical Mass
Social media campaigns are table stakes for brands, but as the digital ecosystem evolves, social campaigns can no longer effectively run on their own. To reach customers brands need to integrate campaigns across platforms creating long-term experiences that reach consumers in a sustained fashion. Critical Mass has a long history of creating these sustained multi-channel experiences, using social as a lynchpin. In this session we’ll show you our philosophy and how it has manifested itself across our clients’ digital and social ecosystems.
LinkedIn: An Evolving Platform for Big BrandsCritical Mass
Over the last several years, LinkedIn has evolved from a networking site to a unique publishing and marketing platform. In this Critical Mass POV, we explore what some brands are doing differently and examine some best-in-class examples and processes.
User-centred design recognizes the need to tailor user experience to a target audience. Failing to design for the user translates into lost opportunities to speak to customers, impacting top line performance. Most large companies understand the need for content localization, but this is only half the story. In this Critical Mass POV, our Insight and Planning team discusses how to evolve simple localization into a more robust, culture-centric approach by considering several aspects of culture in regard to design.
In the 18 months since Google Plus launched Pages, brands have been tentatively exploring Google's fledgling and enigmatic social network. But, determining how Google+ fits into a brand's growing social ecosystem can be a challenge. In this Critical Mass POV, our social media team reviews the most interesting features and benefits to brands using Google+ Pages, outlines some great use-cases and offers some guidance on how your brand may want to approach Google+.
The topic of Big Data continues to gain momentum. This take, by Scot Wheeler, Sr. Director of Marketing Science at Critical Mass, was presented at the eMetrics conference in Boston, 10/1/2012.
Presentation at iStrategy London. A new framework to replace the traditional 4Ps of Marketing. A terrific guideline for brands who are looking to be more adaptive to the changing landscape of consumer behavior and technology.
PHP Frameworks: I want to break free (IPC Berlin 2024)Ralf Eggert
In this presentation, we examine the challenges and limitations of relying too heavily on PHP frameworks in web development. We discuss the history of PHP and its frameworks to understand how this dependence has evolved. The focus will be on providing concrete tips and strategies to reduce reliance on these frameworks, based on real-world examples and practical considerations. The goal is to equip developers with the skills and knowledge to create more flexible and future-proof web applications. We'll explore the importance of maintaining autonomy in a rapidly changing tech landscape and how to make informed decisions in PHP development.
This talk is aimed at encouraging a more independent approach to using PHP frameworks, moving towards a more flexible and future-proof approach to PHP development.
UiPath Test Automation using UiPath Test Suite series, part 3DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 3. In this session, we will cover desktop automation along with UI automation.
Topics covered:
UI automation Introduction,
UI automation Sample
Desktop automation flow
Pradeep Chinnala, Senior Consultant Automation Developer @WonderBotz and UiPath MVP
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
Transcript: Selling digital books in 2024: Insights from industry leaders - T...BookNet Canada
The publishing industry has been selling digital audiobooks and ebooks for over a decade and has found its groove. What’s changed? What has stayed the same? Where do we go from here? Join a group of leading sales peers from across the industry for a conversation about the lessons learned since the popularization of digital books, best practices, digital book supply chain management, and more.
Link to video recording: https://bnctechforum.ca/sessions/selling-digital-books-in-2024-insights-from-industry-leaders/
Presented by BookNet Canada on May 28, 2024, with support from the Department of Canadian Heritage.
Builder.ai Founder Sachin Dev Duggal's Strategic Approach to Create an Innova...Ramesh Iyer
In today's fast-changing business world, Companies that adapt and embrace new ideas often need help to keep up with the competition. However, fostering a culture of innovation takes much work. It takes vision, leadership and willingness to take risks in the right proportion. Sachin Dev Duggal, co-founder of Builder.ai, has perfected the art of this balance, creating a company culture where creativity and growth are nurtured at each stage.
Neuro-symbolic is not enough, we need neuro-*semantic*Frank van Harmelen
Neuro-symbolic (NeSy) AI is on the rise. However, simply machine learning on just any symbolic structure is not sufficient to really harvest the gains of NeSy. These will only be gained when the symbolic structures have an actual semantics. I give an operational definition of semantics as “predictable inference”.
All of this illustrated with link prediction over knowledge graphs, but the argument is general.
Essentials of Automations: Optimizing FME Workflows with ParametersSafe Software
Are you looking to streamline your workflows and boost your projects’ efficiency? Do you find yourself searching for ways to add flexibility and control over your FME workflows? If so, you’re in the right place.
Join us for an insightful dive into the world of FME parameters, a critical element in optimizing workflow efficiency. This webinar marks the beginning of our three-part “Essentials of Automation” series. This first webinar is designed to equip you with the knowledge and skills to utilize parameters effectively: enhancing the flexibility, maintainability, and user control of your FME projects.
Here’s what you’ll gain:
- Essentials of FME Parameters: Understand the pivotal role of parameters, including Reader/Writer, Transformer, User, and FME Flow categories. Discover how they are the key to unlocking automation and optimization within your workflows.
- Practical Applications in FME Form: Delve into key user parameter types including choice, connections, and file URLs. Allow users to control how a workflow runs, making your workflows more reusable. Learn to import values and deliver the best user experience for your workflows while enhancing accuracy.
- Optimization Strategies in FME Flow: Explore the creation and strategic deployment of parameters in FME Flow, including the use of deployment and geometry parameters, to maximize workflow efficiency.
- Pro Tips for Success: Gain insights on parameterizing connections and leveraging new features like Conditional Visibility for clarity and simplicity.
We’ll wrap up with a glimpse into future webinars, followed by a Q&A session to address your specific questions surrounding this topic.
Don’t miss this opportunity to elevate your FME expertise and drive your projects to new heights of efficiency.
Connector Corner: Automate dynamic content and events by pushing a buttonDianaGray10
Here is something new! In our next Connector Corner webinar, we will demonstrate how you can use a single workflow to:
Create a campaign using Mailchimp with merge tags/fields
Send an interactive Slack channel message (using buttons)
Have the message received by managers and peers along with a test email for review
But there’s more:
In a second workflow supporting the same use case, you’ll see:
Your campaign sent to target colleagues for approval
If the “Approve” button is clicked, a Jira/Zendesk ticket is created for the marketing design team
But—if the “Reject” button is pushed, colleagues will be alerted via Slack message
Join us to learn more about this new, human-in-the-loop capability, brought to you by Integration Service connectors.
And...
Speakers:
Akshay Agnihotri, Product Manager
Charlie Greenberg, Host
6. It’s about bringing people – real people – and their needs and desires, into the development of anything that’s meant to be used by them, in a creative way. The goal is to inspire more focused thought, care, attention, listening and imagination by the people who make the things we all use.” “ – Adrian Ho, co-founder of Zeus Jones
38. Critical Mass Process 1. Discovery 2. Definition 3. Design 4. Develop 5. Deploy Planning Focus
39. Observations, online surveys, competitive advertising, blogs, shop-alongs, Mintel, focus groups, stakeholder interviews, conversations with people on the subway, articles from the NY Times, Forrester research reports, online communities, shopping, industry newsletters, category experts, books, magazines, drive-alongs with truckers, creation of personas, field-based research techniques, ethnography, analysis of web server log data, summative evaluations or benchmarking of technological products, user research projects, participatory design techniques, testing applications for mobile devices, online communities and social computing, in home interviews, brainstorm sessions, conversations with clients, dine-alongs, chat rooms, proprietary tools like Curious, walk down Michigan Avenue, projective exercises, semiotic exploratory, ideation sessions, panel discussions, conversations with industry leaders, trend analysis, walking left instead of right, chatting with the guy at the bar…
56. “Your website has the easiest to access, most readily available information out there. This is the one site I know I’ll find what I need and where it will be. You have no idea how sorry you make the other companies look.” — Chris Price, Tyco Electronics customer
67. Website 9.7 million impressions in first 3 months YouTube Thousands of user comments Hundreds of user-generated videos Media placements Drove brand awareness of the product
79. 1 Do you typically work with planners as part of your process? Why or why not?
80. 2 What role does branding play in the work you do?
81. 3 What’s the ideal working relationship between a planner and IA/UX designer?
82. Books Truth, Lies and Advertising by John Steele Eating Big Fish by Adam Morgan Websites & Blogs From the Head of Zeus Jones Account Planning Group: APG.org.uk Institute of Design: ID.IIT.edu Videos Redscout’s video series on planning
Tonight is about sharing our point of view on planningIntersection of a few things – people, technology, business, branding – that work together to create what we call Extraordinary ExperiencesWe’ll spend about 45 minutes sharing our thoughts on planning Then at about the 7:15 mark we’ll transition to an open discussion and Q&A around a few key topics
3 main themesWe’re going to address a few fundamental questions throughout the course of the evening
So first off let’s talk about what we mean by “planning”Planning goes by many names – brand planning, strategic [add more]Ask audience: When I say the word planning, what words or phrases come to mind? How many of us are involved in planning as part of your everyday responsibilities? How many of us think our organizations understand the importance of planning?
Here’s a definition of planning that I like a lot.This is from Adrian Ho, a principal at Zeus Jones. Adrian was a Planning director at Fallon until he and others walked out and started their own firm.[Read quote]Wide range of planning services – beyond just advertising and into packaging design, etc[Definition applies to more than just advertising]
3 main themes
OK. That all sounds great. So what’s the problem?
The guy’s shirt could’ve said company or brand or client – but you get the ideaCompanies so often assume they know their audience and base big decisions on flimsy insightsI think we all know this, but the challenge is making customer insight part of everyday practiceSo how do we do that?
Here’s how – this is the essence of planningPlanners use methods borrowed from the social sciences in order to better understand people.
To understand planning and where it comes we thought it would be good to take a step back to where it all began.Account planning sprang up in London in the late 60s at an agency called BMP [MAD MEN}. They wanted to bring what was then called the research department closer together with the folks who were actually coming up with the creative product. This was the first instance of using consumer research to inform advertising.A little later this same thinking started to emerge in the world of product design. So in 70s you have people at Xerox PARC using ethnographic methods to plan and develop new products.And in the mid 80s, Don Norman – who was at Apple – coined the phrase “user experience” to describe the totality of the relationship between Apple and its customers.All share the idea of bringing people (aka consumers, aka customers, aka users) into the process at the beginning, at a point where has the most impact
Father of account planning at BMP in LondonWanted to bring research department closer to the creative process and created the account planning role. Before this research was not part of the creative process and was used only by the account team at the end of the creative process.
Brought planning to the USLooked to London to find great creatives, brought back an account planner Jane Newman instead
Jane NewmanBecame the first account planner in the US, worked at ChiatAfter many years there left to found her own firm – Merkley, Newman and Hardy
People in Chicago may know of Jay Doblin – founded Doblin Group in the late 70sWas instrumental in building the design planning program at the Institute of DesignSEGUE: planning has a legitimate history – but not everyone has drunk the Kool Aid
The People’s Choice
How do planners help us on the path to Extraordinary?
General CM delivery process, involving 20 or more discrete roles and skill setsUsually represents a time frame that can range from several months to over a year
Our process and where planning is most concentratedBut we don’t check out in 3 through 5
I thought I’d walk you through all of our planning methods… but on second thoughtIt’s not about the methods themselves, it’s about how you use them to inspire thinking
Audience question: Has anyone here heard of Tyco Electronics? If you’ve used a Motorola phone, flown on a Boeing airplane or driven a GM car, you’ve used TE productsTE represents a unique challenge because of the difficulty in getting internal teams to understand the information needs of engineers whose job it is to choose and purchase electronic component
None of us is a design engineer – we needed to identify that and bring their needs and challenges to life
This is Sparky Cohen
That’s English for…putting water from a lake into a turbine and when water spins, it makes electricity (kinda like a windmill) and after it spins puts water back into lake
Water kept overflowing because a combination of repair components were not specified properly and eventually failed
1 billion gallons of water spilled out of the reservoir in just 20 seconds
Now that we know who is he is, we needed to solve for a design engineering problem-
Planners conduct generative research, such as ethnographic interview, to uncover unmet needsWe talked to engineers at TE’s customer work places
Personas focus our research
Planners are instrumental in evaluative research, such as usability testing
800 customers were surveyed and the site received an average rating of “extremely satisfied”91% would recommend the site to their friends – top two box scoreFriends’ recommendations carry a lot of weight given the gravity of the work
Business Challenge: Launch a Craft beer from a Mega Brewer
Planning Challenges: Who are we targeting? How can we get Budweiser American Ale into their glass?
Beer tastings at a local bar with drinkers
Taste:Romance the beer and lead them to it
Repeat: - Site shuts down at 5pm daily with locators of where to find -Mobile apps to guide the way
Web empowers customers to know about brands and products. Clients look for help understanding customers.Pace of societal and technological change is quickeningIf planners are to remain relevant, we need to keep pace with the speed of these changesClients will trade speed for precision any day. It’s progress over perfection
You don’t have the word planner in your job title in order to put these ideas into practice
How to unlock your inner planner
Participate deeply in conversations with – pay attentionHear not only the words someone is saying but also the total message that surrounds the words – body language, what are they NOT saying?Give feedback and probe on answers you didn’t expect to hear
Throughout the process, continually go back and review what you know about your users Personas are great for this -- just don’t keep them on the shelf. Get them out in the open where you and your team will be reminded by them as your work takes shape
Even if clients don’t want to pay for it (a way to connect with your user or research constantly)Leverage knowledge --we don’t always know what we have in our own back yard-like are we sharing our insights, do we have a repository, are we reaching out to our peers for what they know, have?Friends and family – the idea is to never feel limited and look for insights that are around you
Use planners to help see the larger brand objectives Instead of thinking, I have to build a checkout process, also consider, what is this BRAND trying to accomplish overallIA should be aware of the larger picture and larger brand vs. I need to make 1 solution for 1 path.
There are millions of insights and ideas to be uncovered – most of them won’t be found at your deskTake your team to the store, the street, the factory floor or where ever your customers areEasier to tell stories when you’re surrounded by the environment that inspired them in the first place