Thinking Through Digital: Top tips for designing projects and working with technologists

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This document provides tips for designing digital projects and working with technologists. It discusses how people use technology such as smartphones and entertainment apps. It emphasizes understanding user needs and enhancing experiences rather than demanding specific technologies. Briefs should clarify goals like helping visitors understand collections rather than requesting solutions. The document advises starting projects small and using experiments to refine goals and solutions, focusing on an organization's unique mission.

Thinking through digital:
Top tips for designing projects
and working with technologists
Pat Hadley - Developer at Cogapp
@PatHadley
@Cogapp

Smartphones - 2016 Data
81%
54%31%
52%20www.deloitte.co.uk/mobileuk
How do people use technology?

“People ask me:
What is your biggest competition? Is it
MoMA? Guggenheim?
Our competition is Netflix. Candy
Crush. It’s life in 2016.”
How do people use technology?

“People ask me:
What is your biggest competition? Is it
MoMA? Guggenheim?
Our competition is Netflix. Candy
Crush. It’s life in 2016.”
- Sree Sreenivasan (former) Chief Digital Officer
Metropolitan Museum of Art | New York
How do people use technology?

YOU ARE
NOT THE
AUDIENCE
How do people use technology?

… unless you are …
Do you need a digital plumber?
How do people organisations use technology?

‘STUFF’
How to think through digital?
‘PEOPLE’

Writing briefs
We need you to make a touch-screen
terminal in the gallery that displays the
evolution of the horse.
We want animated skeletons and text that
explains how hooves developed from toed
feet.
How to think through digital?

Writing briefs
We want to help our visitors understand
evolution.
We think our collection of fossil horse
bones would make a great case study.
Do you think there are good ways to
enhance the experience with digital
technology?
How to think through digital?

How to think through digital?
MAKE THE LIFT FASTER!
● New motor
● Better control
● New lift!

How to think through digital?
MAKE THE LIFT FASTER!
● New motor
● Better control
● New lift!
THE LIFT IS TOO SLOW

How to think through digital?
MAKE THE LIFT FASTER!
● New motor
● Better control
● New lift!
THE LIFT IS TOO SLOW
WAITING IS
ANNOYING

How to think through digital?
MAKE THE LIFT FASTER!
● New motor
● Better control
● New lift!
THE LIFT IS TOO SLOW
WAITING IS
ANNOYING
CHEER UP WAITING!
● Music
● Mirrors
● Hand sanitizer

How to think through digital?
At the start of any project…
… you know the least about the end point.
Don’t demand a and then
realise you need a

“People ask me:
What is your biggest competition? Is it
MoMA? Guggenheim?
Our competition is Netflix. Candy
Crush. It’s life in 2016.”
- One of the trustee’s nephews. He’s ‘a bit of a whizz with computers’.
Who you gonna call?

“Making museum collections and heritage
sites engaging, accessible and useful for
today’s audiences.
This set of problems is one of the most
exciting and challenging areas to apply
digital technology.”
Who you gonna call?

Where now?
Run experiments.
Does doing X help achieve Y?
Does Y add to our basic mission?
Get perspective.
What can we uniquely do?
What problems can be escaped?

think big
start small
move fast
Where now?

When you bet on platforms or set up property, you miss where human customer behavior could move. When you crunch too much data, you miss the bits of information that really help you determine how to execute a truly unique and successful business strategy. While the world is over-inundated with discussions on using platforms like search, social, messaging, email, out of home channels, the digital nomad marketer doesn’t see siloed platforms but a holistic world of opportunity and experiences in which to communicate. By thinking about how people live and behave in the world is the starting point of all modern marketing strategy and a total inversion from how marketing has been taught and executed for the last 50 years. Geoffrey Colon works at the intersection of marketing, tech, and popular culture. Data punk, DJ, podcaster, and author, Geoffrey is a communications designer at Microsoft, where he leads a team of disruptive marketers to develop creative and analytical strategies for the company’s search advertising business. Previously he was vice president of digital strategy at Ogilvy & Mather, digital communities supervisor at 360i, and social media specialist at Bond Strategy and Influence. He has written for The Futurist, Advertising Age, and Fast Company, and been quoted in the Wall Street Journal, Billboard Magazine, Advertising Age, Los Angeles Times, and on NPR. Visit Geoffrey Colon at http://geoffreycolon.net or follow him on Twitter @djgeoffe #DisruptiveFM

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Thinking Through Digital: Top tips for designing projects and working with technologists

1. Thinking through digital: Top tips for designing projects and working with technologists Pat Hadley - Developer at Cogapp @PatHadley @Cogapp

2. What technology is out there?

3. Smartphones - 2016 Data 81% 54%31% 52%20www.deloitte.co.uk/mobileuk How do people use technology?

4. “People ask me: What is your biggest competition? Is it MoMA? Guggenheim? Our competition is Netflix. Candy Crush. It’s life in 2016.” How do people use technology?

5. “People ask me: What is your biggest competition? Is it MoMA? Guggenheim? Our competition is Netflix. Candy Crush. It’s life in 2016.” - Sree Sreenivasan (former) Chief Digital Officer Metropolitan Museum of Art | New York How do people use technology?

6. How do people use technology?

7. YOU ARE NOT THE AUDIENCE How do people use technology?

8. … unless you are … Do you need a digital plumber? How do people organisations use technology?

9. How to think through digital? ‘STUFF’

10. How to think through digital? ‘STUFF’

11. How to think through digital? ‘STUFF’

12. How to think through digital? ‘STUFF’

13. ‘STUFF’ How to think through digital? ‘PEOPLE’

14. How to think through digital?

15. Writing briefs We need you to make a touch-screen terminal in the gallery that displays the evolution of the horse. We want animated skeletons and text that explains how hooves developed from toed feet. How to think through digital?

16. Writing briefs We need you to make a touch-screen terminal in the gallery that displays the evolution of the horse. We want animated skeletons and text that explains how hooves developed from toed feet. How to think through digital?

17. Writing briefs We want to help our visitors understand evolution. We think our collection of fossil horse bones would make a great case study. Do you think there are good ways to enhance the experience with digital technology? How to think through digital?

18. Writing briefs We want to help our visitors understand evolution. We think our collection of fossil horse bones would make a great case study. Do you think there are good ways to enhance the experience with digital technology? How to think through digital?

19. How to think through digital? MAKE THE LIFT FASTER! ● New motor ● Better control ● New lift!

20. How to think through digital? MAKE THE LIFT FASTER! ● New motor ● Better control ● New lift! THE LIFT IS TOO SLOW

21. How to think through digital? MAKE THE LIFT FASTER! ● New motor ● Better control ● New lift! THE LIFT IS TOO SLOW WAITING IS ANNOYING

22. How to think through digital? MAKE THE LIFT FASTER! ● New motor ● Better control ● New lift! THE LIFT IS TOO SLOW WAITING IS ANNOYING CHEER UP WAITING! ● Music ● Mirrors ● Hand sanitizer

23. How to think through digital? At the start of any project… … you know the least about the end point. Don’t demand a and then realise you need a

24. “People ask me: What is your biggest competition? Is it MoMA? Guggenheim? Our competition is Netflix. Candy Crush. It’s life in 2016.” - One of the trustee’s nephews. He’s ‘a bit of a whizz with computers’. Who you gonna call?

25. “Making museum collections and heritage sites engaging, accessible and useful for today’s audiences. This set of problems is one of the most exciting and challenging areas to apply digital technology.” Who you gonna call?

26. “Making museum collections and heritage sites engaging, accessible and useful for today’s audiences. This set of problems is one of the most exciting and challenging areas to apply digital technology.” - Me. Who you gonna call?

27. Where now? Run experiments. Does doing X help achieve Y? Does Y add to our basic mission? Get perspective. What can we uniquely do? What problems can be escaped?

28. think big start small move fast Where now?

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