My rant from EuroIA 2017 in Stockholm, Sweden. I have incorporated some notes in these slides that were part of my oral presentation for the sake of clarity.
2. DISCLAIMER
• Almost no children or small animals
were harmed during the production of
this presentation.
• Made entirely of recycled electrons
from sustainably maintained atoms.
• All unfair, opinionated generalizations
are mine and mine alone. Live with it!
3. Lots of issues and buzzwords
Design thinking
Storytelling
Lean / MVP
“Awesome”
“Intuitive”
AI / IoT
Portfolios
Methodologies
Case studies
Research
4. Lots of issues and buzzwords
Design thinking
Storytelling
Lean / MVP
“Awesome”
“Intuitive”
AI / IoT
Portfolios
Methodologies
Case studies
Research
5. i i r
n a o
i b d
m l u
u e c
m t
MVP
(Hard to read? Apparently, hard to understand, too.)
9. What’s the MVP of personal transportation?
If we assume this is for basic transportation first, and enjoyment second,
what are the elementary things a car needs?
Wheels, an engine, a steering mechanism, and controls to make it move and stop.
11. If you’re a tourist, perhaps a bike or a taxi are all you really need.
12. Enough features to make it interesting now
Enough future benefits to keep early adopters
A feedback mechanism
Three attributes
13. “Is the problem I think people have actually
shared by anyone other than me?”
“Does the solution I am building actually solve
the problem I have validated?”
Two questions
14. You’re not building a product; you’re eliciting
customer feedback:
What are their expectations?
Have I truly identified their “top tasks”?
One reason
18. Cool Geek!Cool Geek
IA UX
UI
IoT
Wireframes
AI
The Cloud
Content modeling
Waterfall
Scrum
Agile MVP
CMS
Lean SEO
19. Note to reader: Yes. We have to educate our clients.
But do we really want to do this during a pitch?
If we wanted our car fixed, would we really want the
mechanic to trot out and display his entire toolkit?
This is not transparency, it is confusing (and scary) to most clients.
24. Research EUR 0
Strategy EUR 0
IA (sitemap and wireframes) EUR 15k
Design (visual) EUR 10k
Development EUR 150k
CMS license (per year) EUR 20k
Content strategy EUR 0
New content EUR 0
SEO EUR 5k
____________
Total EUR 200k
Typical budget at a dev house
29. Research EUR 0
Strategy (creative pitch) EUR 30k
IA (sitemap and wireframes) EUR 5k
Design (visual and pasteups) EUR 30k
Development EUR 10k
CMS license (per year) EUR 0
Content strategy EUR 0
New content EUR 15k
SEO EUR 0
____________
Total EUR 85k
Typical budget at an ad agency
32. We provide context for content
If “content is king” “context” is the kingdom!
What does an IA do?
33. What are the business goals?
What are the users’ goals?
How can I help both groups achieve these goals?
Three questions to ask yourself
34. The business plan
The marketing plan
Any other strategic documents
Three things to read
35. Conduct a competitive analysis
Check out the analytics
Talk to some actual users
Three things to do (research)
36. What tasks are users currently struggling with?
What are the 10 essential content pages?
What are the relevant success metrics?
Three things to do (thinking)
37. Let’s talk about the IA of microwave ovens…
(what follows is a couple of goofy examples
about home appliances)