Make Magic with Anticipatory Design - SearchLove 2015 Conference - Marli Mesibov

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This document discusses anticipatory design and how to anticipate users' needs like Alfred from Batman. It provides steps to take such as stakeholder research, participatory design sessions, and spreadsheet tracking. A case study describes implementing anticipatory design by asking questions about user actions, triggers, and priorities to develop business rules. The overall message is that anticipatory design can improve customer retention by understanding users before they do.

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PREPARED BY
MAKE MAGIC WITH
ANTICIPATORY DESIGN
@MARSINTHESTARS
September 10, 2015
SearchLove
Marli Mesibov, Director of Content Strategy
Mad*Pow

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• Director of Content Strategy
at Mad*Pow
• Managing Editor of UX Booth
• My new project: become
Alfred
SearchLove | @marsinthestars
Who am I? Why am I here?

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SearchLove | @marsinthestars
Who is Alfred?

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SearchLove | @marsinthestars
Who is Alfred?

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SearchLove | @marsinthestars
Who is Alfred?

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SearchLove | @marsinthestars
Who is Alfred?

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SearchLove | @marsinthestars
Who is Alfred?

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SearchLove | @marsinthestars
Who is Alfred?

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Alfred anticipates your every need.
• He makes you feel cared for but not smothered.
• He knows what you need before you do.
• You trust him implicitly.
SearchLove | @marsinthestars
Who is Alfred?

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TAKE A STEP BACK – WHAT IS
CONTENT STRATEGY?

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HOW CAN YOU
BECOME ALFRED?
Everybody’s (trying to) do it.

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SearchLove | @marsinthestars
Everyone wants to be Alfred.

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SearchLove | @marsinthestars
Anticipating the user’s wants

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SearchLove | @marsinthestars
Anticipating the user’s needs

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SearchLove | @marsinthestars
Anticipating the user’s preferences

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SearchLove | @marsinthestars
Anticipating the user’s concerns

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HOW DOES SEARCH WORK?
Explicit and Implicit search terms – Tom Anthony, SearchLove
http://marli.us/2015/09/10/live-from-searchlove-five-fundamental-changes-in-
search/

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A CASE STUDY
Making the magic happen.

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SearchLove | @marsinthestars
Project steps
1. Stakeholder research
2. Participatory design session
3. The solution is born
4. Asking the right questions
5. Spreadsheet mania

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SearchLove | @marsinthestars
Stakeholder research
“We want to be the Amazon of our
industry. It’s time to really knock one out
of the park.”

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SearchLove | @marsinthestars
Participatory design session

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SearchLove | @marsinthestars
The solution is born

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SearchLove | @marsinthestars
Asking the right questions
• What actions people users want to accomplish?
• What triggers each individual action?
• How will we know if a trigger occurs?
• What is the priority of actions?

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SearchLove | @marsinthestars
Spreadsheet mania
FIVE SPREADSHEETS, AND WE’RE JUST GETTING
STARTED!

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DO TRY THIS AT HOME
Anticipate customer retention.

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SearchLove | @marsinthestars
Ask questions
• What actions do users want to accomplish?
• What triggers each individual action?
• How will we know if a trigger occurs?
• What is the priority of actions?

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SearchLove | @marsinthestars
What actions do users want to accomplish?
Don’t take their word for it – use analytics!

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SearchLove | @marsinthestars
What triggers each individual action?
Spend a few days brainstorming with a team.

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SearchLove | @marsinthestars
How will we know if a trigger occurs?
• Talk to the dev team
• The best triggers are the ones we can control or
easily access
• Think creatively to connect triggers out of our
control

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SearchLove | @marsinthestars
What is the priority of actions?
• Which triggers take priority? Which actions?
• These make up the “business rules.”

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SearchLove | @marsinthestars
Make magic happen

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UXPA Boston | @marsinthestars
Thank you!

Every user wants to be Batman, with Alfred the butler anticipating their wants, needs and preferences. Thus, for anyone hoping to increase customer retention, the ability to anticipate the user’s every need is vital. This talk will explore the magic behind creating anticipatory design and content, including how to incorporate anticipatory design in your marketing materials, and a case study of how it can be done successfully.

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