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JWT GRADS 2012
DIGITAL PLANNING & UX:
Brand building
in a digital world.
DIGITAL.
TECHNOLOGY
is anything that wasn’t around
WHEN YOU WERE BORN.
                          Alan Kay
THE INTERNET           THE MOBILE PHONE       THE COMPUTER GAME
is not technology      is not technology      is not technology
FOR ANYONE UNDER 22.   FOR ANYONE UNDER 29.   FOR ANYONE UNDER 40.




      IT IS ALREADY A
      DIGITAL WORLD.
How do we approach
BRAND BUILDING
IN A DIGITAL WORLD?
worldmade
                           by




MANIFEST THE BEHAVIOUR
 INHERENT IN A BRAND IDEA...

A brand idea sits at the heart of     “What makes a brand successful?
everything a brand does and is the          First it has to be a coherent
anchor and point of consistency for            totality, not a lot of bits.”
all communications and marketing.       Stephen King, What is a brand?
...TO DELIVER A MEASURABLE, BUSINESS BUILDING,

MARKETING GOAL.
                          DRIVE SALES.

                  MAKE A PRODUCT...
 ...cheaper   ...more convenient   ...easier   ...distinctive   ...more desirable
    to buy.        to access.        to use.    & different.    to use (together).




              INCREASE BRAND SHARE.
If we must use the dirty e-word*:

ENGAGEMENT.

                                     *Not the C word: Conversation.
                                 Interruption may be over but there is no
                                     conversation. “Don’t pretend the
                                 consumer cares as much as you”. Help
                                    people along the way to purchase,
                                repurchase, recommendation and getting
                                       what they want from brands.
ENGAGEMENT.
#1 Establish the meaning of            Seymour Papert’s
                                       Learning Theory of Constructionism.
                                       “The belief that people learn most
                                       effectively by doing things rather
                                       than sitting and listening.”
HOPEFULLY NOT...
THE CREATIVE   “The production budget is going to be

VIEW?            amazing. We’re going to re-build the
                internet. Book the tickets to Cannes.”
THE PLANNER     “I think we are going to need a

VIEW?         multi-insight-channel-platform funnel.
               And a bigger econometric model.”
THE CLIENT   “People are going to wake-up thinking about

VIEW?        our product and go to bed thinking about our
                 product. They will love our product.”
OK, seriously...
WHO REALLY
UNDERSTANDS ENGAGEMENT?
NOT
       PSEU
“Bad         DO-G
      ges           AMIF
            are f        ICAT
                 or bo        ION.
                      y sco
                            uts”
GAMING.
5 million
gamers in the U.S. spending more than
                                         Half a billion
                                          people worldwide playing computer


40 hours                                  games for at least
a week playing games.                     1 hour a day.
The biggest games in the world measure
 MORE THAN ONE BILLION
 points of data about their players.
                                        Sources: Jane McGonigal: Gaming can make a better world & Tom Chatfield: 7 ways games reward the brain
A DEFINITION OF
ENGAGEMENT
INSPIRED BY GAMING.

CREATING WINDOWS OF
ENHANCED ATTENTION
TO INFLUENCE
BEHAVIOUR & MOTIVATIONS.
                   Inspired by: Tom Chatfield: 7 ways games reward the brain
#2 Establish how the engagement
BUILDS THE BRAND & BUSINESS.
                                  CREATING WINDOWS OF
                                  ENHANCED ATTENTION
                                  TO INFLUENCE
                                  BEHAVIOUR & MOTIVATIONS.


                                  BRAND SALIENCE.
                                   Building a brand’s propensity to be noticed or come to mind in
                                  buying situations by increasing the quantity & quality of memory
                                  structures buyers hold about brands and associated attributes.




                                  DRIVING BUYER CHOICE & BEHAVIOUR.
BRAND SALIENCE.
 Building a brand’s propensity to be noticed or come to mind in
buying situations by increasing the quantity & quality of memory
structures buyers hold about brands and associated attributes.




IS WHY WE CREATE
ENGAGEMENT.
HOW DO WE PLAN FOR THIS?

        PEOPLE.

       CHANNELS.

      EXPERIENCE.
worldmade
                            by




process
                     discover:
                     what can
                     we discover
                     from the world?




                                       collision:
                                       interaction
                                       creates
    make:
                                       ideas
    make things
    with a
    “go” mentality
PEOPLE > TECHNOLOGY.
                                           What type of general activities do they engage
                                           in on-line and what is the frequency?
                                           What is the wider current digital zeitgeist?
                                           (Application, game, start-up, mobile, etc)
                                           What are the particular/ local websites,
                                           social networks and Internet services they use
                   BEHAVIOUR               and what is the primary activity on these sites?
                 What do I actually do?    How do they interact with brands and why?
                                           Industry/category insights?



                                           How do they perceive technology and digital tools?
                                           What is their current cultural zeitgeist?
                                           (Overall tone, socio-political landscape, popular culture themes and trends)
                   ATTITUDES               What is the outlook on social networks and associated themes?
                 How do I feel about it?   (Transparency, Sharing, Interacting with brands, etc)
                                           What are the key attitudinal trends and themes in the
                                           industry/category?


                                           What does ownership of technological devices look like?
                     ACCESS                (Smart-phones, analog phones, computers, tablets, etc)
                                           What is the Internet usage across different devices?
                    What can I do?         What is the Internet penetration in the target region?
    START                                  What (if any) are government rules and limitations?




                                                                                                                   Personas &
                                                                                                                   Scenario Analysis




            Listening Audit
BRAND




THEIR
VALUE EXCHANGE
begins with asking
“What is your brand here for, how can it help?”

            HAVE A POINT OF VIEW ON THE WORLD/CULTURE
    1           NOT JUST A POSITION IN A CATEGORY


          UNDERSTAND WHAT THE DIFFERENT SEGMENTS
    2         ARE INTERESTED IN AND WORK BACK


                    THE FUTURE ISN’T MESSAGING,
    3      IT IS IDEAS THAT SOLVE BUSINESS PROBLEMS
                   IN A CULTURALLY POSITIVE WAY
1,500 NIKE MAGS AUCTIONED ON EBAY WITH MONEY
RAISED MATCHED UP TO $50m BY SERGEY BRIN.
           THEIR                              BRAND




 Connect Sneakerheads, Back        Scarcity value & a CSR brand
        to the Future Fans & the   boost increases saliency
      Parkinson’s community to     outside core sports territory &
   relive their youthful hopes &   justifies the price premium in a
 raise money for research with     recessionary market.
the Michael J. Fox Foundation.
LEVI’S/GET TO WORK.




             “After a tough decade, one of the world’s
             most famous brands has pressed the reset
             button, returning to its pioneering roots and
             pitching a new definition of what it means to
             work. Equal parts elbow grease and
             empowerment, Levi’s prolific new strategy
             incorporates CSR initiatives, an overhaul of
             the women’s range, and a focus on digital
             communication as the most effective way of
             creating meaningful campaigns.”
                                            Contagous 24
BUT ARE WE
ASKING TOO MUCH
OF PEOPLE?


IS IT
PARTICIPATION
FOR PARTICIPATION’S


SAKE?
THE PARTICIPATION QUESTION.
IS YOUR BRAND A PARTICIPATION BRAND? REALLY?

WHAT TYPE OF
                                            Frustration            Aspiration
PARTICIPATION?




                         high involvement
                                            Brand can make         Brands can inspire

UTILITY?
                                            things simpler
                                                                   Sports
                                            Finance                Nike+
                                            Mint




                                            Irritation             Fun
                         low involvement

                                            Brands can make        Brands make
                                            things easier          things more fun

                                            Toilet paper           Drinks
                                            Charmin Sit or Squat   Smirnoff Nightlife Exchange
  Do w
       e rea
  ANO        lly ne
       THER         ed
               APP?
                                            negative motivation    positive motivation


                                                                         Source: ingmar de lange / mountview
THE PARTICIPATION QUESTION.
IS YOUR BRAND A PARTICIPATION BRAND? REALLY?


 WHAT TYPE OF PARTICIPATION?



  MASS?                                          MASS
                                                 EXPOSURE?
     Easy, relevant & brand related. A           Fewer participants but what they
   significant number of people will get      produce or achieve is of greater public
involved & complete the process/action.      interest & spreads. Their participation &
  Every interaction has a direct business   interactions have a direct business effect
     effect on the person interacting.         on people exposed to their outputs.




                                                                        Source: Nick Emmel
THE PARTICIPATION QUESTION.
IS YOUR BRAND A PARTICIPATION BRAND? REALLY?


                  RECOGNISE...




   ...THE LIMITS OF         ...THE LIMITS
   EFFECTIVENESS.            OF REALITY.
         EXAMPLE:                EXAMPLE:
       PEPSI REFRESH             KINGSMILL
PEPSI REFRESH.
In 2010 instead of advertising during the Super Bowl Pepsi spent $20 million
on a social media campaign called The Pepsi Refresh Project.
More people have voted for projects pitched to Pepsi Refresh than voted for
the last U.S. president. It is still the best-known online charitable giving
program recognized by a third of consumers, according WSJ and has become
a benchmark for modern, socially enabled CSR campaigns.


BUT...
5% decline Pepsi market share
5% decline in Diet Pepsi market share
Loss of half a billion dollars worth of sales.
Pepsi looses its number two spot as the
biggest cola brand in the US to Diet Coke...




PEPSI’S VP MARKETING RALPH SANTANA...
“The key learning for us was that in addition to having a cultural
idea that taps into a mass sensibility, you need to make sure that
your idea is getting enough exposure to be successful.” Or as
John Sicher, the editor of Beverage Digest, more plainly put it:
Pepsi needs “more product-oriented advertising and marketing”.
KINGSMILL CONFESSIONS.




           “You want me to make and upload a
              video of me confessing about the
           last-time I stole a sandwich? WTF?”
Good Enough to Share? Fighting it out from the marketing web to the real internet.
                                                                                                  does it seem to be b
                                                                                          w and                       ecom
                                                                                    eem ne                                ing
                                                                                it s                                            pop
                                                                             es                                                    ula
                                                                           Do                       Strengthen                        r?
                                                                                                      Bonds


                                                                                                 sharing it let people..
                                                                                            Will                        .


                                                              Make
                                                               Life                                   TEARS                                   Gain
                                                              Easier
                                                                                                                                             Status
                                                                                GOOSE-                                  RAISED
                                                                                BUMPS                                 EYEBROWS
                                                                                                     e a physica
                                                                                                 ulat           l re
                                                                                              tim                   sp
                                                                                            ts




                                                                                                                      on
                                                                                        i
                                                                                       es




                                                                                                                        se
                                                                                     Do
                                                                       SHOUT                                                    SMILE




                                                                                                                          ?*
                                                 Help                                                                                                  Define
                It stands                                                                          THE IDEA                                                                  It stands
                                                Other                                                                                                  Group
               a chance.
                                                People
                                                                                                      or                                                                    a chance.
                                                                                                                                                      Identity
                                                                                                  THE ASSET

                                                                       BLUSHES                                                 FROWN




                                                                                AROUSAL                              LAUGHTER

                                                                                                      A-HA!
                                                                  Fuel                                                                  Get
                                                                   A                                                                  People to
                                                                 Passion                                                              Respond



                                                                                                       Express
                                                                                                     Themselves                                                  *Not an exhaustive list. Rate the
                                                                                                                                                                 level of response on a scale of 1-10,
                                                                                                                                                                 anything less than 7 is a “meh” and
Sources: Henry Jenkins, Convergence Culture Consortium MIT,                                                                                                      the idea needs to be much stronger.
Daren C. Brabham, Unruly, and Facebook
“take advantage of the unique properties of the
    online media such as its immediacy, interactivity
       and depth of content that is only limited by
              imagination and resource.”

    WHAT DO THEY GET OUT OF THE RELATIONSHIP?
WHY SHOULD THEY BOTHER GIVING US THEIR ATTENTION?
        CAN BE THIS A TWO-WAY INTERACTION?
             WHAT IS OUR COMMITMENT?




   MANIFEST THE BEHAVIOUR
   INHERENT IN A BRAND IDEA...
   ...TO DELIVER A MEASURABLE, BUSINESS BUILDING,

   MARKETING GOAL.
De
                                                                  ve
                                                                    l




                                                                         op
                                                                           in
                                                                             ga
                         CONSUMER
                           NEEDS




                                                                               nO
                     (plus “the job” the product
                          delivers against)




                                                                                 nline Value Prop
 CULTURAL                                          BRAND &
INFLUENCES                                         BUSINESS
(context, macro-trends
   & technologies)                                 ACTIVITY
                                                    (Distinctiveness &




                                                                                                 os
                                                   Reasons to believe)




                                                                                                   ition
                                                                                                        .
Internal Only. Sorry.
CONSUMER
                           NEEDS
                     (plus “the job” the product
                          delivers against)




 CULTURAL                                          BRAND &
INFLUENCES                                         BUSINESS
(context, macro-trends
   & technologies)                                 ACTIVITY
                                                    (Distinctiveness &
                                                   Reasons to believe)




                     COMMS ROLE
                      OF DIGITAL
                        (What can digital do
                     that other channels can’t?)
to bring brand behaviour to life, achieve business
objectives and deliver value to people.
      DIGITAL AS A HUB/ENABLER.
     Use digital platforms to tie together, facilitate
        and fuel the communications activity.
        DIGITAL AS A MULTIPLIER.
     Use digital networks to extend the reach and
      longevity of the communications activity.
      DIGITAL AS THE PHILOSOPHY.
    Use digital trends and behaviours to inspire the
      inception of creative and strategic ideas.
DIGITAL AS A HUB/ENABLER.
Use digital platforms to tie together, facilitate
            and fuel brand activity.
DIGITAL AS A MULTIPLIER.
Use digital networks to iterate and extend the
    reach and longevity of brand activity.
For Bailey, the primacy of the digital experience is self-evident. "I find it weird that
anyone would find it weird [digital-first thinking].
                                                 "Most of us are very digital in our daily
                                                 lives now. Burberry is a young team and
                                                 this is instinctive to us. To the younger
                                                 generation who are coming into
                                                 adulthood now, this is all they know."




               DIGITAL AS THE PHILOSOPHY.
              Use digital insights and behaviours to inspire
              the inception of creative and strategic ideas.
BRAND IDEA
    ONLINE VALUE PROPOSITION

ENGAGEMENT   ENGAGEMENT   ENGAGEMENT
 TERRITORY    TERRITORY    TERRITORY
  OR TASKS     OR TASKS     OR TASKS


 COMMUNICATIONS ROLE OF DIGITAL

  DIGITAL      DIGITAL      DIGITAL
 CHANNELS     CHANNELS     CHANNELS
*




*UTC time v.
International
Atomic Time
3D Glasses
                  buildings
                & buildings

                                                   Digital steps
                                                     & vending
                                                      machines




                              AND NEW
                              TECHNOLOGIES.
                              Utility &
Data                          Services
                              Services
Visualisation
                                                Mobile &
                                                Social TV
                                                        V




                                  Commerce &
                                   Communityy
                                    Platforms
                                            s
MORE & MORE BRANDS,
PUSHING MORE & MORE MESSAGES,
ABOUT MORE & MORE PRODUCTS*.
The future is not about technology.
IT IS ABOUT ATTENTION.

 “As a technologist, we all like ‘techno-utopia’, this is
   the great democratiser. Sure, we’ve made creation
 and distribution more available to anyone, but at the
  same time we’ve made those things irrelevant. Now
   the commodity isn’t distribution, it’s attention –
 and guess what? Who gets attention is still sitting on
          a power law curve...we’re not actually
     democratising the whole system – we’re just
      shifting the way in which we discriminate.”




*                                                 * Danah Boyd, @Zephoria
                                                    Microsoft Research Lab
But what about channels?
Now channels are as creative as any ad.

  IN FACT MORE SO.


They can tell the story...




                             be the story...   ...embody the story.


       A great idea can take an ordinary channel
                         & make it extraordinary.
We must choose our channels
                                   & technologies wisely:
VISIBILITY
                                      avoid tech of the month & the usual suspects.

                          Peak of Inflated Expectations




                                                                           Plateau of Productivity




                                                           Slope of Enlightenment




                               Trough of Disillusionment


         Technology Trigger


                                                                                                                             TIME
      Innovators     Early Adopters                   Early Majority         Late Majority           Laggards


                                                                                                                Source: Gartner’s Hype Cycle
urettes
twitter to
  isn’t the a
              nswer eith
                        er...
Decide a depth of engagement
that we can sustain.
         Community.




                       DIFFICULTY
           Utility.




           Media.
Digital Channel Planning is
THE ART OF SACRIFICE.
What can we do well?
What can we afford to do well?
Channel distinctions are not as clear
as some agendas suggest.




     PAID                 OWNED                      EARNED
    A catalyst of           Brand domain          A transparent space for
original content and   platforms for longer and   conversation, advocacy
audience exposure.      deeper relationships.       and word of mouth.
Channel distinctions are not as clear
       as some agendas suggest.




     PAID                 OWNED                     CO-OPTED                         EARNED
    A catalyst of           Brand domain            Engagement platforms         A transparent space for
original content and   platforms for longer and     adopted by brands for        conversation, advocacy
audience exposure.      deeper relationships.       their utility & audience.      and word of mouth.




                                           EMBASSIES                      OUTPOSTS
                                         Facebook, Twitter,              Forums, Blogs,
                                           YouTube etc.                  comments etc.
Payment models
are less important
than peoples’                                      GOOGLE
                                             is what you’re looking for when

BEHAVIOUR                                    no one is looking; how to’s and
                                             entertainment related searches
& knowing the appropriate                      trend quickly. It is about the
                                                language of intent or need.
behaviour in each channel.




                         FACEBOOK                                         TWITTER
                    is a public space; it’s what you                 is content that you’re proud of;
                   want your friends to know about                       more top-down, since its
                 (politics, humor, social causes, cool                influences include a culturally
                   stuff, charity). It is about sharing                savvy audience, celebrities,
                       and showing who you are.                     techies, or perhaps people trying
                                                                   to be funny. It is about showing off
                                                                            and shouting out.
WAYS INSPIRED BY
                                        BEHAVIOUR
                                        on the part of
                                        REAL PEOPLE.




     USE INSIGHT                                 USE THEIR
     & ATTITUDES.                            DECISION JOURNEY.
 Use channels to take a behaviour &           Use channels to support a behaviour
 make it better, easier, more social.        with useful, timely, helpful connections.

           EXAMPLES:                                      EXAMPLES:
     CNN T-SHIRTS (OLD FAV)                             KERATINOLOGY
STARHUB MUSICAL FITTING ROOMS.
How do you promote a new online video news offering?
Use behaviourial insights to make something fun and useful.
                                                                                               THE NEWS PEOPLE ARE INTERESTED
                                                                                                IN, PLUS THE SOURCE THEY GET IT
                                                                                                 FROM, DEFINES THEIR IDENTITY.



                                                                                                           &
                                                                                               CNN IS KNOWN FOR ITS “SLIGHTLY
                                                                                                ODD” HEADLINES WHICH OFTEN
                                                                                                     GET SHARED ONLINE.




“The premise of our idea was simple. We wanted to add a t-shirt icon next
to video-related headlines in the Latest News section of the front page of
CNN.com. We made no real mention of the t-shirts other than adding this
little icon. We knew that the massive amount of traffic would ensure that a
good number of people would click on the icon out of pure curiosity.”
                 “Clicking on the icon would lead them to a custom t-shirt shop, which we
                 created in partnership with Spreadshirt. Here you could purchase a t-shirt
                 with the headline on it. The shirts were emblazoned with the “I just saw it
                 on CNN.com” tagline, along with the date and time of the headline.”
STARHUB MUSICAL FITTING ROOMS.
                  Youth define themselves by the type of
                  music they listen to, and by the clothes they
                  wear. StarHub Online Music Store wanted
                  to build stronger affinity and increase web
                  traffic and music downloads.

                  The solution: Clothes Fitting Rooms in 42
                  Singapore stores suggested songs that
                  suited the style of clothing being tried on.

                  RFID chips were tagged to clothes and
                  RFID readers with directional speakers were
                  installed in fitting rooms. When a garment
                  was brought into a fitting room, the RIFD
                  chip triggered the reader to play music that
                  matches the style of the garment.

                  A proximity text was then sent to the
                  person’s mobile containing information
                  about the suggested song and the online
                  music store.

                  Average click-through rate was 84%. Paid
                  music downloads increased by over 21%.
                  Brand equity score among youth increased
                  by 57%. And over 47,000 songs from 16
                  genres were recommended to people
                  across the country. This campaign is ranked
                  as one of the most successful youth
                  promotions for StarHub.
KERATINOLOGY BY SUNSILK
       Salon going consumers represent a highly
     involved group, proven to invest considerable
        money in getting their hair to look right.


                          &
     They have a need to maintain the “look” of their
 treatment for longer and to repair some of the damage
  done to their hair as a result of their salon processes.




                    CAMPAIGN IDEA
              The infinite cycle of renewal.
    The story of enduring hair beauty from the micro
         to the macro, ending where we begun.
DECISION JOURNEY
                            Increase in number of brands/solutions being
                          considered. Attention paid to advertising, WOM &
                           online research with information gathering key




Start with a shortlist
of brands/solutions


                                       Active & Passive Loyalty
                                    Active Loyalty fuels advocacy
                                   but Passive is a larger audience
   On-going
   exposure
                                                                              C
                                                                              Closure & the
                                                                               moment of
                                                                                decision




                             Consumer builds expectations based on
                          experience to inform their next decision journey




                                                                             Source: McKinsey
DECISION JOURNEY
                    Pre-treatment research online & offline,
             link Keratinology to treatment as “part of the ritual”,
                help with variant selection & reasons to believe



                                                                                 Choose Keratinology
                                                                                 variant for treatment




                      Reinforcing Keratinology as “part of
Awareness               the process” and prolonging the
                          beauty of salon treated hair
                      (linked to her previous experience)




                                                                                   Select Keratinology
                                                                                     variant in store

                                                                  First product usage

                Build relationship & ensure she gets the most
                  out of the product – the experience will
                       inform her next decision journey
A seemless journey across events, web & mobile building awareness,
     stimulating trial and encouraging loyalty & repeat usage.
The foundations of any approach:



                                   Guided by:
COMMON SENSE, IA OR UX?
Imaging we are given...




            Source: Gail Leija “What is an IA?”; images adapted from The Order of Things: How
            Everything in the World is Organized into Hierarchies, Structures and Pecking Orders
                                                     Barbara Ann Kipfer, Random House NY 2000
COMMON SENSE DOES...




 Forks   Knives                                                   Spoons




                  Source: Gail Leija “What is an IA?”; images adapted from The Order of Things: How
                  Everything in the World is Organized into Hierarchies, Structures and Pecking Orders
                                                           Barbara Ann Kipfer, Random House NY 2000
INFORMATION ARCHITECTURE DOES...




  Forks       Knives                                                   Spoons




                       Source: Gail Leija “What is an IA?”; images adapted from The Order of Things: How
                       Everything in the World is Organized into Hierarchies, Structures and Pecking Orders
                                                                Barbara Ann Kipfer, Random House NY 2000
USER EXPERIENCE DOES...




            Source: Gail Leija “What is an IA?”; images adapted from The Order of Things: How
            Everything in the World is Organized into Hierarchies, Structures and Pecking Orders
                                                     Barbara Ann Kipfer, Random House NY 2000
But great User Experience asks:

“WHO SAID
THEY NEEDED US
TO LAY A TABLE?”
GREAT USER EXPERIENCE
IS EVERYONE’S RESPONSIBILITY .                                                                       *




  Designers   Developers                 Planners                            Creatives

  Account     Management                 Project                               Business
 Management   Consultants               Managers                               Analysts




UX’S ROLE IS TO ALIGN & ENSURE WE GET THERE,
BALANCING THE NEEDS OF THE BUSINESS
& TECHNOLOGY WITH THE NEEDS OF PEOPLE.
                            *In fact these days more and more of these people are producing the traditional
                                           outputs of UX – interaction designs, user flows, business logic etc
This is done                                                      Or what we
by using                                      User Centric
                                              Design Thinking         like to call
USER CENTRIC                                                          MAKING THINGS
DESIGN THINKING.                                                      BETTER, SOONER.
                                DESIRABILITY
                                  (Human)




              FEASIBILITY                              VIABILITY
              (Technology)                           (Organisation)




                           User Centred Design Solutions
                         are an overlap of these three lenses;
                   they need to be Desirable, Feasible, and Viable.
                                                                                 Source: IDEO
WHAT IS THE VALUE &
      BENEFIT OF UX?


FASTER WAY TO                 MORE SUCCESSFUL
A BETTER SOLUTION.            & EFFECTIVE WORK.



          GREATER PRODUCTIVITY
          & A WAY TO PUSH INNOVATION.
A COLLABORATIVE & ITERATIVE PROCESS. ALL SKILLSETS ARE INVOLVED THROUGHOUT,
BUT PEOPLE’S INVOLVEMENT & DELIVERABLES WEIGHTING CHANGES BY PHASE.

           DISCOVER        COLLISION                     MAKE


               PLANNING


                               UX                        UX




                                    CREATIVE/DESIGN


                                                      DEVELOPMENT



WE NEED TO PLAN RESOURCE ACCORDINGLY – IT IS NOT ABOUT PASSING WORK “OVER THE FENCE”.
WHAT HAPPENS WHEN A UX ARCHITECT IS NEW TO A STANDARD PROJECT?



                                DIGEST &           EXPLORE &
      BRIEF                       FIRST            RESEARCH
                                SKE TCHES         (ASK QUESTIONS)

                        DAY 1
                                                                     DAY 2



                                                                    ITERATE
                                                                    (SKE TCHES & IDEAS)
                      DAY 7

      DOCUMENT/
      PROTOT YPE                     DAY 6         DAY 3/4/5 (or more)
     (PRESENT WORK)

                                  ITERATE               MAKE
                                 (REFINE & GE T    (COLLABORATE ON
                                  AGREEMENT )     DESIGN SOLUTIONS)


                                                                                NB: NOT
                                                                               A SPRINT
DELIVERABLES.
“UX, they’re the
 people that do
  wireframes.”
             - Anonymous
“Grrrr.”   - Anonymous*




                          *me
DISCOVER                           COLLISION                                            MAKE
Start of Project                      Sketches                  Iterating                             Testing         Review &
 Site audits                                      Storyboards
                                                                                                                      Monitor
                                                                   Proof of concept
Competitor, Peer,                     Concept Models                                                   QA
 Lateral Analysis                                               Mood Boards

Listening audits
                      Personas

                    User Stories
                                                                                   Prototypes
Audience Research
                                                                Design Comps
Stakeholder Interviews         Digital Strategy

                                                                                  User Testing         Beta Testing




               User Journeys
                                                                              Functional Specs
                                 Site Maps
  KPIs/Objectives                                                                        Tech Specs
                         Content Strategy


          Taxonomy Cardsorts




Project                     Discovery Report                    UX/Design Brief                   Prototypes
Assessment                  & Collision Session                 & Team alignment                  & Final Documentation
                                                                                      UX Involvement Time Line         Key Sign-off
DELIVERABLES SHOULD DEPEND ON WHAT
WE ARE TRYING TO ACHIEVE.
    SKE TCH                                PROTOTYPE
    Evocative                              Didactic
     Suggest                               Describe
      Explore                              Refine
    Question                               Answer
    Propose                                Test
     Provoke                               Resolve
    Tentative                              Specific
Noncommittal                               Depiction
                WIREFRAMES?
                (Based on best solution)
                                                 Source: Bill Buxton
DELIVERABLES ALSO DEPEND ON TIMINGS,
PROJECT SCOPE & CLIENT.
                                                                                                   Production-ready
                                                                                                      prototype
                        When clients




                                                                                ST
                                                                               O
                       really engage




                                                                               C
                                                                           &
                                                  Image-mapped                                       Better at communicating




                                                                           E
                      Design Comps




                                                                          M
                                                  Design Comps                                       than documenting, good




                                                                       TI
                                                                                                        for user research

                                                                                     Graphically “skinned”
                                                                                          prototype
VISUAL FIDELITY




                                                                     Walkthrough Design
                                                                        Comp video

                                                                                     Interactive wireframe
                         Paper wireframe
                                                                                           prototype
                            prototype
                  Good for solving the problem,
                    but clients can struggle to
                   engage (& a wrong decision
                   here can cause issues later)


                          Wireframes                                  JUST BECAUSE WE
                                                                     CAN DO SOMETHING,
                                                                       DOESN’T MEAN
                     Page sketches                Image-mapped
                                                  Page sketches

                      Box page
                      diagrams
                                                                        WE SHOULD.

                                                          FUNCTIONAL FIDELITY
                                                                                                  Source: Fred Beecher, Evantage Consulting
                                                                                                                “The Dimensions of Fidelity”
IT DOESN’T END WITH DELIVERABLES.
ALLOW TIME (& BUDGET) FOR
                            TESTING.
      Guerrilla or                                                                  Eyetracking or
 Corridor Testing                                                                   Lab etc.




              on Sketches, Concepts                     on final designs &
              & WIREFRAMES.                             BETA RELEASES.



 ESPECIALLY ON LARGE OR LONG LASTING PROJECTS...
...& PREPARE TO REFINE WHEN WE GO LIVE*
                                      *Despite implementing best practice and extensive testing, when
                                           a project goes live with real people in the real world you will
                                      always discover something new, unexpected and in need of a fix.
BECAUSE DIGITAL PLANNING & UX IS PART OF A CIRCLE.




                    ER
                   V
               O




                                       CO
           DISC       It is about
                   getting people to




                                         LLIDE
                    see something,
                    do something,
                   and successfully
                    enjoy doing it .


                   MA
                         KE
BECAUSE DIGITAL PLANNING & UX IS PART OF A CIRCLE.
BECAUSE DIGITAL PLANNING & UX IS PART OF A CIRCLE.




         A CIRCLE
         MANIFESTING THE BEHAVIOUR
        INHERENT IN A BRAND IDEA...
        ...TO DELIVER A MEASURABLE, BUSINESS BUILDING,

        MARKETING GOAL.

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Brand building in a digital world (Intro to Digital for Grads)

  • 1. JWT GRADS 2012 DIGITAL PLANNING & UX: Brand building in a digital world.
  • 3.
  • 4. TECHNOLOGY is anything that wasn’t around WHEN YOU WERE BORN. Alan Kay
  • 5. THE INTERNET THE MOBILE PHONE THE COMPUTER GAME is not technology is not technology is not technology FOR ANYONE UNDER 22. FOR ANYONE UNDER 29. FOR ANYONE UNDER 40. IT IS ALREADY A DIGITAL WORLD.
  • 6. How do we approach BRAND BUILDING IN A DIGITAL WORLD?
  • 7. worldmade by MANIFEST THE BEHAVIOUR INHERENT IN A BRAND IDEA... A brand idea sits at the heart of “What makes a brand successful? everything a brand does and is the First it has to be a coherent anchor and point of consistency for totality, not a lot of bits.” all communications and marketing. Stephen King, What is a brand?
  • 8. ...TO DELIVER A MEASURABLE, BUSINESS BUILDING, MARKETING GOAL. DRIVE SALES. MAKE A PRODUCT... ...cheaper ...more convenient ...easier ...distinctive ...more desirable to buy. to access. to use. & different. to use (together). INCREASE BRAND SHARE.
  • 9. If we must use the dirty e-word*: ENGAGEMENT. *Not the C word: Conversation. Interruption may be over but there is no conversation. “Don’t pretend the consumer cares as much as you”. Help people along the way to purchase, repurchase, recommendation and getting what they want from brands.
  • 10. ENGAGEMENT. #1 Establish the meaning of Seymour Papert’s Learning Theory of Constructionism. “The belief that people learn most effectively by doing things rather than sitting and listening.”
  • 12. THE CREATIVE “The production budget is going to be VIEW? amazing. We’re going to re-build the internet. Book the tickets to Cannes.”
  • 13. THE PLANNER “I think we are going to need a VIEW? multi-insight-channel-platform funnel. And a bigger econometric model.”
  • 14. THE CLIENT “People are going to wake-up thinking about VIEW? our product and go to bed thinking about our product. They will love our product.”
  • 16.
  • 17. NOT PSEU “Bad DO-G ges AMIF are f ICAT or bo ION. y sco uts”
  • 18. GAMING. 5 million gamers in the U.S. spending more than Half a billion people worldwide playing computer 40 hours games for at least a week playing games. 1 hour a day. The biggest games in the world measure MORE THAN ONE BILLION points of data about their players. Sources: Jane McGonigal: Gaming can make a better world & Tom Chatfield: 7 ways games reward the brain
  • 19. A DEFINITION OF ENGAGEMENT INSPIRED BY GAMING. CREATING WINDOWS OF ENHANCED ATTENTION TO INFLUENCE BEHAVIOUR & MOTIVATIONS. Inspired by: Tom Chatfield: 7 ways games reward the brain
  • 20. #2 Establish how the engagement BUILDS THE BRAND & BUSINESS. CREATING WINDOWS OF ENHANCED ATTENTION TO INFLUENCE BEHAVIOUR & MOTIVATIONS. BRAND SALIENCE. Building a brand’s propensity to be noticed or come to mind in buying situations by increasing the quantity & quality of memory structures buyers hold about brands and associated attributes. DRIVING BUYER CHOICE & BEHAVIOUR.
  • 21. BRAND SALIENCE. Building a brand’s propensity to be noticed or come to mind in buying situations by increasing the quantity & quality of memory structures buyers hold about brands and associated attributes. IS WHY WE CREATE ENGAGEMENT.
  • 22. HOW DO WE PLAN FOR THIS? PEOPLE. CHANNELS. EXPERIENCE.
  • 23. worldmade by process discover: what can we discover from the world? collision: interaction creates make: ideas make things with a “go” mentality
  • 24. PEOPLE > TECHNOLOGY. What type of general activities do they engage in on-line and what is the frequency? What is the wider current digital zeitgeist? (Application, game, start-up, mobile, etc) What are the particular/ local websites, social networks and Internet services they use BEHAVIOUR and what is the primary activity on these sites? What do I actually do? How do they interact with brands and why? Industry/category insights? How do they perceive technology and digital tools? What is their current cultural zeitgeist? (Overall tone, socio-political landscape, popular culture themes and trends) ATTITUDES What is the outlook on social networks and associated themes? How do I feel about it? (Transparency, Sharing, Interacting with brands, etc) What are the key attitudinal trends and themes in the industry/category? What does ownership of technological devices look like? ACCESS (Smart-phones, analog phones, computers, tablets, etc) What is the Internet usage across different devices? What can I do? What is the Internet penetration in the target region? START What (if any) are government rules and limitations? Personas & Scenario Analysis Listening Audit
  • 26. VALUE EXCHANGE begins with asking “What is your brand here for, how can it help?” HAVE A POINT OF VIEW ON THE WORLD/CULTURE 1 NOT JUST A POSITION IN A CATEGORY UNDERSTAND WHAT THE DIFFERENT SEGMENTS 2 ARE INTERESTED IN AND WORK BACK THE FUTURE ISN’T MESSAGING, 3 IT IS IDEAS THAT SOLVE BUSINESS PROBLEMS IN A CULTURALLY POSITIVE WAY
  • 27. 1,500 NIKE MAGS AUCTIONED ON EBAY WITH MONEY RAISED MATCHED UP TO $50m BY SERGEY BRIN. THEIR BRAND Connect Sneakerheads, Back Scarcity value & a CSR brand to the Future Fans & the boost increases saliency Parkinson’s community to outside core sports territory & relive their youthful hopes & justifies the price premium in a raise money for research with recessionary market. the Michael J. Fox Foundation.
  • 28. LEVI’S/GET TO WORK. “After a tough decade, one of the world’s most famous brands has pressed the reset button, returning to its pioneering roots and pitching a new definition of what it means to work. Equal parts elbow grease and empowerment, Levi’s prolific new strategy incorporates CSR initiatives, an overhaul of the women’s range, and a focus on digital communication as the most effective way of creating meaningful campaigns.” Contagous 24
  • 29. BUT ARE WE ASKING TOO MUCH OF PEOPLE? IS IT PARTICIPATION FOR PARTICIPATION’S SAKE?
  • 30. THE PARTICIPATION QUESTION. IS YOUR BRAND A PARTICIPATION BRAND? REALLY? WHAT TYPE OF Frustration Aspiration PARTICIPATION? high involvement Brand can make Brands can inspire UTILITY? things simpler Sports Finance Nike+ Mint Irritation Fun low involvement Brands can make Brands make things easier things more fun Toilet paper Drinks Charmin Sit or Squat Smirnoff Nightlife Exchange Do w e rea ANO lly ne THER ed APP? negative motivation positive motivation Source: ingmar de lange / mountview
  • 31. THE PARTICIPATION QUESTION. IS YOUR BRAND A PARTICIPATION BRAND? REALLY? WHAT TYPE OF PARTICIPATION? MASS? MASS EXPOSURE? Easy, relevant & brand related. A Fewer participants but what they significant number of people will get produce or achieve is of greater public involved & complete the process/action. interest & spreads. Their participation & Every interaction has a direct business interactions have a direct business effect effect on the person interacting. on people exposed to their outputs. Source: Nick Emmel
  • 32. THE PARTICIPATION QUESTION. IS YOUR BRAND A PARTICIPATION BRAND? REALLY? RECOGNISE... ...THE LIMITS OF ...THE LIMITS EFFECTIVENESS. OF REALITY. EXAMPLE: EXAMPLE: PEPSI REFRESH KINGSMILL
  • 33. PEPSI REFRESH. In 2010 instead of advertising during the Super Bowl Pepsi spent $20 million on a social media campaign called The Pepsi Refresh Project. More people have voted for projects pitched to Pepsi Refresh than voted for the last U.S. president. It is still the best-known online charitable giving program recognized by a third of consumers, according WSJ and has become a benchmark for modern, socially enabled CSR campaigns. BUT... 5% decline Pepsi market share 5% decline in Diet Pepsi market share Loss of half a billion dollars worth of sales. Pepsi looses its number two spot as the biggest cola brand in the US to Diet Coke... PEPSI’S VP MARKETING RALPH SANTANA... “The key learning for us was that in addition to having a cultural idea that taps into a mass sensibility, you need to make sure that your idea is getting enough exposure to be successful.” Or as John Sicher, the editor of Beverage Digest, more plainly put it: Pepsi needs “more product-oriented advertising and marketing”.
  • 34. KINGSMILL CONFESSIONS. “You want me to make and upload a video of me confessing about the last-time I stole a sandwich? WTF?”
  • 35. Good Enough to Share? Fighting it out from the marketing web to the real internet. does it seem to be b w and ecom eem ne ing it s pop es ula Do Strengthen r? Bonds sharing it let people.. Will . Make Life TEARS Gain Easier Status GOOSE- RAISED BUMPS EYEBROWS e a physica ulat l re tim sp ts on i es se Do SHOUT SMILE ?* Help Define It stands THE IDEA It stands Other Group a chance. People or a chance. Identity THE ASSET BLUSHES FROWN AROUSAL LAUGHTER A-HA! Fuel Get A People to Passion Respond Express Themselves *Not an exhaustive list. Rate the level of response on a scale of 1-10, anything less than 7 is a “meh” and Sources: Henry Jenkins, Convergence Culture Consortium MIT, the idea needs to be much stronger. Daren C. Brabham, Unruly, and Facebook
  • 36. “take advantage of the unique properties of the online media such as its immediacy, interactivity and depth of content that is only limited by imagination and resource.” WHAT DO THEY GET OUT OF THE RELATIONSHIP? WHY SHOULD THEY BOTHER GIVING US THEIR ATTENTION? CAN BE THIS A TWO-WAY INTERACTION? WHAT IS OUR COMMITMENT? MANIFEST THE BEHAVIOUR INHERENT IN A BRAND IDEA... ...TO DELIVER A MEASURABLE, BUSINESS BUILDING, MARKETING GOAL.
  • 37. De ve l op in ga CONSUMER NEEDS nO (plus “the job” the product delivers against) nline Value Prop CULTURAL BRAND & INFLUENCES BUSINESS (context, macro-trends & technologies) ACTIVITY (Distinctiveness & os Reasons to believe) ition .
  • 39. CONSUMER NEEDS (plus “the job” the product delivers against) CULTURAL BRAND & INFLUENCES BUSINESS (context, macro-trends & technologies) ACTIVITY (Distinctiveness & Reasons to believe) COMMS ROLE OF DIGITAL (What can digital do that other channels can’t?)
  • 40. to bring brand behaviour to life, achieve business objectives and deliver value to people. DIGITAL AS A HUB/ENABLER. Use digital platforms to tie together, facilitate and fuel the communications activity. DIGITAL AS A MULTIPLIER. Use digital networks to extend the reach and longevity of the communications activity. DIGITAL AS THE PHILOSOPHY. Use digital trends and behaviours to inspire the inception of creative and strategic ideas.
  • 41. DIGITAL AS A HUB/ENABLER. Use digital platforms to tie together, facilitate and fuel brand activity.
  • 42. DIGITAL AS A MULTIPLIER. Use digital networks to iterate and extend the reach and longevity of brand activity.
  • 43. For Bailey, the primacy of the digital experience is self-evident. "I find it weird that anyone would find it weird [digital-first thinking]. "Most of us are very digital in our daily lives now. Burberry is a young team and this is instinctive to us. To the younger generation who are coming into adulthood now, this is all they know." DIGITAL AS THE PHILOSOPHY. Use digital insights and behaviours to inspire the inception of creative and strategic ideas.
  • 44. BRAND IDEA ONLINE VALUE PROPOSITION ENGAGEMENT ENGAGEMENT ENGAGEMENT TERRITORY TERRITORY TERRITORY OR TASKS OR TASKS OR TASKS COMMUNICATIONS ROLE OF DIGITAL DIGITAL DIGITAL DIGITAL CHANNELS CHANNELS CHANNELS
  • 46.
  • 47. 3D Glasses buildings & buildings Digital steps & vending machines AND NEW TECHNOLOGIES. Utility & Data Services Services Visualisation Mobile & Social TV V Commerce & Communityy Platforms s
  • 48. MORE & MORE BRANDS, PUSHING MORE & MORE MESSAGES, ABOUT MORE & MORE PRODUCTS*.
  • 49. The future is not about technology. IT IS ABOUT ATTENTION. “As a technologist, we all like ‘techno-utopia’, this is the great democratiser. Sure, we’ve made creation and distribution more available to anyone, but at the same time we’ve made those things irrelevant. Now the commodity isn’t distribution, it’s attention – and guess what? Who gets attention is still sitting on a power law curve...we’re not actually democratising the whole system – we’re just shifting the way in which we discriminate.” * * Danah Boyd, @Zephoria Microsoft Research Lab
  • 50. But what about channels?
  • 51. Now channels are as creative as any ad. IN FACT MORE SO. They can tell the story... be the story... ...embody the story. A great idea can take an ordinary channel & make it extraordinary.
  • 52. We must choose our channels & technologies wisely: VISIBILITY avoid tech of the month & the usual suspects. Peak of Inflated Expectations Plateau of Productivity Slope of Enlightenment Trough of Disillusionment Technology Trigger TIME Innovators Early Adopters Early Majority Late Majority Laggards Source: Gartner’s Hype Cycle
  • 53. urettes twitter to isn’t the a nswer eith er...
  • 54. Decide a depth of engagement that we can sustain. Community. DIFFICULTY Utility. Media.
  • 55. Digital Channel Planning is THE ART OF SACRIFICE. What can we do well? What can we afford to do well?
  • 56. Channel distinctions are not as clear as some agendas suggest. PAID OWNED EARNED A catalyst of Brand domain A transparent space for original content and platforms for longer and conversation, advocacy audience exposure. deeper relationships. and word of mouth.
  • 57. Channel distinctions are not as clear as some agendas suggest. PAID OWNED CO-OPTED EARNED A catalyst of Brand domain Engagement platforms A transparent space for original content and platforms for longer and adopted by brands for conversation, advocacy audience exposure. deeper relationships. their utility & audience. and word of mouth. EMBASSIES OUTPOSTS Facebook, Twitter, Forums, Blogs, YouTube etc. comments etc.
  • 58. Payment models are less important than peoples’ GOOGLE is what you’re looking for when BEHAVIOUR no one is looking; how to’s and entertainment related searches & knowing the appropriate trend quickly. It is about the language of intent or need. behaviour in each channel. FACEBOOK TWITTER is a public space; it’s what you is content that you’re proud of; want your friends to know about more top-down, since its (politics, humor, social causes, cool influences include a culturally stuff, charity). It is about sharing savvy audience, celebrities, and showing who you are. techies, or perhaps people trying to be funny. It is about showing off and shouting out.
  • 59. WAYS INSPIRED BY BEHAVIOUR on the part of REAL PEOPLE. USE INSIGHT USE THEIR & ATTITUDES. DECISION JOURNEY. Use channels to take a behaviour & Use channels to support a behaviour make it better, easier, more social. with useful, timely, helpful connections. EXAMPLES: EXAMPLES: CNN T-SHIRTS (OLD FAV) KERATINOLOGY STARHUB MUSICAL FITTING ROOMS.
  • 60. How do you promote a new online video news offering? Use behaviourial insights to make something fun and useful. THE NEWS PEOPLE ARE INTERESTED IN, PLUS THE SOURCE THEY GET IT FROM, DEFINES THEIR IDENTITY. & CNN IS KNOWN FOR ITS “SLIGHTLY ODD” HEADLINES WHICH OFTEN GET SHARED ONLINE. “The premise of our idea was simple. We wanted to add a t-shirt icon next to video-related headlines in the Latest News section of the front page of CNN.com. We made no real mention of the t-shirts other than adding this little icon. We knew that the massive amount of traffic would ensure that a good number of people would click on the icon out of pure curiosity.” “Clicking on the icon would lead them to a custom t-shirt shop, which we created in partnership with Spreadshirt. Here you could purchase a t-shirt with the headline on it. The shirts were emblazoned with the “I just saw it on CNN.com” tagline, along with the date and time of the headline.”
  • 61. STARHUB MUSICAL FITTING ROOMS. Youth define themselves by the type of music they listen to, and by the clothes they wear. StarHub Online Music Store wanted to build stronger affinity and increase web traffic and music downloads. The solution: Clothes Fitting Rooms in 42 Singapore stores suggested songs that suited the style of clothing being tried on. RFID chips were tagged to clothes and RFID readers with directional speakers were installed in fitting rooms. When a garment was brought into a fitting room, the RIFD chip triggered the reader to play music that matches the style of the garment. A proximity text was then sent to the person’s mobile containing information about the suggested song and the online music store. Average click-through rate was 84%. Paid music downloads increased by over 21%. Brand equity score among youth increased by 57%. And over 47,000 songs from 16 genres were recommended to people across the country. This campaign is ranked as one of the most successful youth promotions for StarHub.
  • 62. KERATINOLOGY BY SUNSILK Salon going consumers represent a highly involved group, proven to invest considerable money in getting their hair to look right. & They have a need to maintain the “look” of their treatment for longer and to repair some of the damage done to their hair as a result of their salon processes. CAMPAIGN IDEA The infinite cycle of renewal. The story of enduring hair beauty from the micro to the macro, ending where we begun.
  • 63. DECISION JOURNEY Increase in number of brands/solutions being considered. Attention paid to advertising, WOM & online research with information gathering key Start with a shortlist of brands/solutions Active & Passive Loyalty Active Loyalty fuels advocacy but Passive is a larger audience On-going exposure C Closure & the moment of decision Consumer builds expectations based on experience to inform their next decision journey Source: McKinsey
  • 64. DECISION JOURNEY Pre-treatment research online & offline, link Keratinology to treatment as “part of the ritual”, help with variant selection & reasons to believe Choose Keratinology variant for treatment Reinforcing Keratinology as “part of Awareness the process” and prolonging the beauty of salon treated hair (linked to her previous experience) Select Keratinology variant in store First product usage Build relationship & ensure she gets the most out of the product – the experience will inform her next decision journey
  • 65. A seemless journey across events, web & mobile building awareness, stimulating trial and encouraging loyalty & repeat usage.
  • 66.
  • 67. The foundations of any approach: Guided by:
  • 68. COMMON SENSE, IA OR UX? Imaging we are given... Source: Gail Leija “What is an IA?”; images adapted from The Order of Things: How Everything in the World is Organized into Hierarchies, Structures and Pecking Orders Barbara Ann Kipfer, Random House NY 2000
  • 69. COMMON SENSE DOES... Forks Knives Spoons Source: Gail Leija “What is an IA?”; images adapted from The Order of Things: How Everything in the World is Organized into Hierarchies, Structures and Pecking Orders Barbara Ann Kipfer, Random House NY 2000
  • 70. INFORMATION ARCHITECTURE DOES... Forks Knives Spoons Source: Gail Leija “What is an IA?”; images adapted from The Order of Things: How Everything in the World is Organized into Hierarchies, Structures and Pecking Orders Barbara Ann Kipfer, Random House NY 2000
  • 71. USER EXPERIENCE DOES... Source: Gail Leija “What is an IA?”; images adapted from The Order of Things: How Everything in the World is Organized into Hierarchies, Structures and Pecking Orders Barbara Ann Kipfer, Random House NY 2000
  • 72. But great User Experience asks: “WHO SAID THEY NEEDED US TO LAY A TABLE?”
  • 73. GREAT USER EXPERIENCE IS EVERYONE’S RESPONSIBILITY . * Designers Developers Planners Creatives Account Management Project Business Management Consultants Managers Analysts UX’S ROLE IS TO ALIGN & ENSURE WE GET THERE, BALANCING THE NEEDS OF THE BUSINESS & TECHNOLOGY WITH THE NEEDS OF PEOPLE. *In fact these days more and more of these people are producing the traditional outputs of UX – interaction designs, user flows, business logic etc
  • 74. This is done Or what we by using User Centric Design Thinking like to call USER CENTRIC MAKING THINGS DESIGN THINKING. BETTER, SOONER. DESIRABILITY (Human) FEASIBILITY VIABILITY (Technology) (Organisation) User Centred Design Solutions are an overlap of these three lenses; they need to be Desirable, Feasible, and Viable. Source: IDEO
  • 75. WHAT IS THE VALUE & BENEFIT OF UX? FASTER WAY TO MORE SUCCESSFUL A BETTER SOLUTION. & EFFECTIVE WORK. GREATER PRODUCTIVITY & A WAY TO PUSH INNOVATION.
  • 76. A COLLABORATIVE & ITERATIVE PROCESS. ALL SKILLSETS ARE INVOLVED THROUGHOUT, BUT PEOPLE’S INVOLVEMENT & DELIVERABLES WEIGHTING CHANGES BY PHASE. DISCOVER COLLISION MAKE PLANNING UX UX CREATIVE/DESIGN DEVELOPMENT WE NEED TO PLAN RESOURCE ACCORDINGLY – IT IS NOT ABOUT PASSING WORK “OVER THE FENCE”.
  • 77. WHAT HAPPENS WHEN A UX ARCHITECT IS NEW TO A STANDARD PROJECT? DIGEST & EXPLORE & BRIEF FIRST RESEARCH SKE TCHES (ASK QUESTIONS) DAY 1 DAY 2 ITERATE (SKE TCHES & IDEAS) DAY 7 DOCUMENT/ PROTOT YPE DAY 6 DAY 3/4/5 (or more) (PRESENT WORK) ITERATE MAKE (REFINE & GE T (COLLABORATE ON AGREEMENT ) DESIGN SOLUTIONS) NB: NOT A SPRINT
  • 78. DELIVERABLES. “UX, they’re the people that do wireframes.” - Anonymous
  • 79. “Grrrr.” - Anonymous* *me
  • 80. DISCOVER COLLISION MAKE Start of Project Sketches Iterating Testing Review & Site audits Storyboards Monitor Proof of concept Competitor, Peer, Concept Models QA Lateral Analysis Mood Boards Listening audits Personas User Stories Prototypes Audience Research Design Comps Stakeholder Interviews Digital Strategy User Testing Beta Testing User Journeys Functional Specs Site Maps KPIs/Objectives Tech Specs Content Strategy Taxonomy Cardsorts Project Discovery Report UX/Design Brief Prototypes Assessment & Collision Session & Team alignment & Final Documentation UX Involvement Time Line Key Sign-off
  • 81. DELIVERABLES SHOULD DEPEND ON WHAT WE ARE TRYING TO ACHIEVE. SKE TCH PROTOTYPE Evocative Didactic Suggest Describe Explore Refine Question Answer Propose Test Provoke Resolve Tentative Specific Noncommittal Depiction WIREFRAMES? (Based on best solution) Source: Bill Buxton
  • 82. DELIVERABLES ALSO DEPEND ON TIMINGS, PROJECT SCOPE & CLIENT. Production-ready prototype When clients ST O really engage C & Image-mapped Better at communicating E Design Comps M Design Comps than documenting, good TI for user research Graphically “skinned” prototype VISUAL FIDELITY Walkthrough Design Comp video Interactive wireframe Paper wireframe prototype prototype Good for solving the problem, but clients can struggle to engage (& a wrong decision here can cause issues later) Wireframes JUST BECAUSE WE CAN DO SOMETHING, DOESN’T MEAN Page sketches Image-mapped Page sketches Box page diagrams WE SHOULD. FUNCTIONAL FIDELITY Source: Fred Beecher, Evantage Consulting “The Dimensions of Fidelity”
  • 83. IT DOESN’T END WITH DELIVERABLES. ALLOW TIME (& BUDGET) FOR TESTING. Guerrilla or Eyetracking or Corridor Testing Lab etc. on Sketches, Concepts on final designs & & WIREFRAMES. BETA RELEASES. ESPECIALLY ON LARGE OR LONG LASTING PROJECTS... ...& PREPARE TO REFINE WHEN WE GO LIVE* *Despite implementing best practice and extensive testing, when a project goes live with real people in the real world you will always discover something new, unexpected and in need of a fix.
  • 84. BECAUSE DIGITAL PLANNING & UX IS PART OF A CIRCLE. ER V O CO DISC It is about getting people to LLIDE see something, do something, and successfully enjoy doing it . MA KE
  • 85. BECAUSE DIGITAL PLANNING & UX IS PART OF A CIRCLE.
  • 86. BECAUSE DIGITAL PLANNING & UX IS PART OF A CIRCLE. A CIRCLE MANIFESTING THE BEHAVIOUR INHERENT IN A BRAND IDEA... ...TO DELIVER A MEASURABLE, BUSINESS BUILDING, MARKETING GOAL.