Kevin Hoffmann: Co-Designing Content
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Kevin Hoffmann: Co-Designing Content
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Sure, we don’t like sitting in meetings. They can be ragged speed bumps in our process; necessary evils used to secure agreement without incurring excessive tire damage. But it doesn't have to be that way.
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Kevin Hoffmann: Co-Designing Content
- Co-designing Content @kevinmhoffman
- Working alone.
- 2 Weeks10 years
- 2 Weeks
- The most successful collaborations assembled regularly for videoconferences or, better yet, in-person meetings. “ BENNET & GADLIN, NATIONAL INSTITUTES OF HEALTH
- @kevinmhoffman FILE SHARING & REPOSITORIES ARE NOT COLLABORATION.
- @kevinmhoffman COLLABORATION HAPPENS WHEN THE WHOLE IS GREATER THAN THE SUM.
- @kevinmhoffman REAL-TIME MEETINGS CAN LEAD TO COLLABORATION.
- Meetings are a bad idea, right?
- USERS TEAM CLIENT LEADERSHIPOR
- USERS TEAMCLIENT LEADERSHIPTEAM USERS
- BESTTHE USERS TEAMCLIENT LEADERSHIPTEAM USERS
- Co-design
- ALVIEN LEE | SINAI HOSPITAL Co-design
- JENNY GOLD | KAISER HEALTH NEWS Co-design
- @kevinmhoffman ANYONE ADDING VALUE IS COLLABORATION.
- Co-design WIKICOMMONS
- Working Alone
- Not Co-design
- Co-design
- We aren’t sure how to prioritize our content in a responsive design. “
- STORY TITLE STORY BYLINE MANY SOCIAL MEDIA LOGOS PHOTO, CREDIT, CAPTION STORY RELATED/RECIRCULATED STORIES ADVERTISING MAILING LIST
- STORY TITLE STORY BYLINE MANY SOCIAL MEDIA LOGOS PHOTO, CREDIT, CAPTION STORY RELATED/ RECIRCULATED STORIES ADVERTISING MAILING LIST
- TRADITIONAL COMPANY STRUCTURE John P. Kotter, Accelerate, Harvard Business Review, November 2012
- SMALL, CROSS-DISCIPLINARY TEAMS FACILITATOR STORY TITLESTORY TITLESTORY TITLESTORY TITLESTORY TITLESTORY TITLESTORY TITLE STORY TITLESTORY TITLESTORY TITLESTORY TITLESTORY TITLESTORY TITLESTORY TITLE STORY TITLESTORY TITLESTORY TITLESTORY TITLESTORY TITLESTORY TITLESTORY TITLE STORY TITLESTORY TITLESTORY TITLESTORY TITLESTORY TITLESTORY TITLESTORY TITLE
- LESS IMPORTANT MORE IMPORTANT
- WHAT WILL THEY DO WITH IT? WHO NEEDS IT?
- 4 different variations.
- Design the Meetings
- ARE DECISIONS NEEDED? YES NO No meeting.
- ARE DECISIONS NEEDED? YES LIST ALL THE DECISIONS
- LIST ALL THE DECISIONS IDENTIFY THE OWNERS
- IDENTIFY THE OWNERS INVITE THOSE WHO ADD VALUE
- DESIGN THE AGENDA
- DESIGN THE AGENDA
- @kevinmhoffman GREAT MEETINGS START WITH CLEAR OBJECTIVES.
- @kevinmhoffman PLAN MEETINGS AROUND DECISIONS NOT PEOPLE.
- MAKING A DECISION at Webdagene
- HOW MUCH ICE CREAM? MAKING A DECISION at Webdagene
- THIS MUCH ICE CREAM HOW MUCH ICE CREAM? MAKING A DECISION at Webdagene
- THIS MUCH ICE CREAM HOW MUCH ICE CREAM? MAKING A DECISION at Webdagene
- THIS MUCH ICE CREAM HOW MUCH ICE CREAM? MAKING A DECISION at Webdagene
- THIS MUCH ICE CREAM HOW MUCH ICE CREAM? MAKING A DECISION at Webdagene
- DECISION POINT NEW TOPIC MAKING A DECISION by yourself
- DECISION POINT MAKING A DECISION in a group NEW TOPIC Management Ideas Team Ideas
- MAKING A DECISION in a group WTF? NEW TOPIC Management Ideas Team Ideas WTF? WTF? WTF? WTF? WTF? WTF?
- MAKING A DECISION in a group NEW TOPIC Management Ideas Team Ideas FTW!
- MAKING A DECISION in a group NEW TOPIC Management Ideas Team Ideas DIVERGENT THINKING CONVERGENT THINKING
- Prioritize Summarize Agree Use judgment Make lists Open discussion Many perspectives Suspend judgement DIVERGENT THINKING CONVERGENT THINKING
- @kevinmhoffman PEOPLE NEED TO BE HEARD BEFORE THEY CAN LISTEN.
- @kevinmhoffman ALWAYS MAKE IDEAS BEFORE YOU TAKE IDEAS.
- Plan outcomes Give room for ideas to breathe 2WAYS TO DESIGN MEETINGS
- Mistakes will be made.
- Mistakes will be made.
- http://youtu.be/szr0ezLyQHY
- DESIGNER DEVELOPER SUNGLASS PLANNER PRODUCT MANAGER DEVELOPER SUNGLASS BUYER CUSTOMER CUSTOMER CUSTOMER CUSTOMER RESEARCHER
- We have solid content and an idea but we aren’t sure how to get started. “
- The first content is always free.
- The first content is always free.
- DIRECTOR OF NEWS SERVICE PROJECT MANAGER REPORTER AND CONTENT DIRECTOR PROJECT MANAGER DEVELOPMENT DIRECTOR DIRECTOR OF MEMBERSHIP OFFERS GRAPHIC DESIGNER MOBILE DEVELOPER AGENCY OWNER PROJECT MANAGER BUSINESS ANALYST DEVELOPER VICE PRESIDENT OF NEWS
- DIRECTOR OF NEWS SERVICE PROJECT MANAGER REPORTER AND CONTENT DIRECTOR PROJECT MANAGER DEVELOPMENT DIRECTOR DIRECTOR OF MEMBERSHIP OFFERS GRAPHIC DESIGNER MOBILE DEVELOPER AGENCY OWNER PROJECT MANAGER BUSINESS ANALYST DEVELOPER VICE PRESIDENT OF NEWS RESIDENT RESIDENT RESIDENT RESIDENT RESIDENT RESIDENT RESIDENT
- BUILD A DESIGN TEST in 1 hour or less! Individual Hypothesis Discussion Group Hypothesis 10 min.
- BUILD A DESIGN TEST in 1 hour or less! Individual Hypothesis Discussion Group Hypothesis 10 min.
- BUILD A DESIGN TEST in 1 hour or less! Individual Hypothesis Discussion Group Hypothesis 10 min. 10 min.
- BUILD A DESIGN TEST in 1 hour or less! Individual Hypothesis Discussion Group Hypothesis 10 min. 10 min. 15 min.
- BUILD A DESIGN TEST in 1 hour or less! Individual Hypothesis Discussion Group Hypothesis 10 min. 10 min. 15 min. 30 min.
- Product Statement ! Complete the following two sentences. ! ! We believe that ____________________ has ______________________ ! (CUSTOMER) (PROBLEM) ! and that ____________________ may solve this problem by ! (THIS SOLUTION) ! ____________________ and ____________________. (THIS ASPECT) (THAT ASPECT) ! ! We will know we have succeeded when ! ____________________ and/or ____________________ reaches _____________. (QUANTITATIVE MEASURE) (QUALITATIVE MEASURE) (LEVEL) BASED ON THE BOOK LEAN UX BY GOTHELF & SEIDEN DESIGN HYPOTHESIS…
- Provide Access to Process
- Introduce neutrality.
- A FACILITATOR Is neutral Doesn’t evaluate or contribute ideas Coordinates/ manages the process Selects questions and activities
- A FACILITATOR Sufficient domain knowledge including technology, content, workflow & culture Conducts one-on- one interviews BEFORE the kickoff workshop
- @kevinmhoffman DESIGN TEAMS MUST STOP USING MEETINGS TO DO RESEARCH.
- @kevinmhoffman BECOME AN EXPERT. THEN FACILITATE A PRODUCTIVE CONVERSATION.
- http://youtu.be/4xU-rJNgoWU Don’t be bloody guy.
- Todd Zenger, What is the Theory of Your Firm? Harvard Business Review, June 2013 | Illustration Copyright Disney, 1957
- VISUAL AGENDA The 24 hour circle represents the meeting length Time-on-task is scaled against that length
- Draw or write where everyone can see Summarize and synthesize Prepare visuals in advance PUBLIC RECORDING
- @kevinmhoffman CRITICAL IDEAS WILL BE LOST IF YOU DON’T ENGAGE VISUALLY.
- @kevinmhoffman VISUALLY REPRESENT AGENDA, CONFLICTS & KEY DECISIONS.
- Neutral, informed facilitation Use visuals for agendas, conflicts, decisions, and concepts 2WAYS TO PROVIDE ACCESS TO PROCESS
- Transparency About Risks
- Transparency About Risks
- “Digital SWAT Team Leader” Chief Digital Officer, Harvard University Boston, MA Perry Hewitt
- “Focus relentlessly.”
- @kevinmhoffman SHORTER & MEASURABLE EXPERIMENTS FOCUS ON RESULTS.
- ! Our initial customers will be ________________________. ! The #1 value a customer gets out of our service is ________________________. ! We will acquire a majority of our customers through ________________________. ! Our primary competition is ________________________. ! (We will beat them by ________________________.) ! Our biggest risk is ________________________. ! What assumptions do we hold that if proven wrong, could cause the product to fail? ! 1. ________________________ 2. ________________________ ! 3. ________________________ 4. ________________________ Ask everyone in the room these questions Write their answers on the wall. ! Our initial customers will be ________________________. ! The #1 value a customer gets out of our service is ________________________. ! We will acquire a majority of our customers through ________________________. ! Our primary competition is ________________________. ! (We will beat them by ________________________.) ! Our biggest risk is ________________________. ! What assumptions do we hold that if proven wrong, could cause the product to fail? ! 1. ________________________ 2. ________________________ ! 3. ________________________ 4. ________________________
- Assume that discounts are a critical value proposition. People don’t care about content.
- Rapid acquisition - people cared about the content, but No conversion - not a single user became a member 2KEY FINDINGS
- People do care about the content. Yay!
- Discounts are not sufficient to initiate membership. Um… People do care about the content. Yay!
- We’d only used of the project budget. 2 %5
- @kevinmhoffman OBSERVATIONS & METRICS ARE STRATEGY SIGNPOSTS.
- Transparency About Outcomes
- http://kevinmh.co/m/7h
- Open weekly meeting Share interesting data points Changed direction on current projects Lead to new features and even products Data Nerd Lunch
- “Sharing is influence.”
- Focuses interest Changes culture 2ASPECTS TO TRANSPARENCY
- Co-designed
- Designed Meetings Access to Process Transparency About Risks & Outcomes 3BUILDING BLOCKS of CO-DESIGN
- You are a guide for doing this better.
- Be deliberate. Play together.
- Thank you! @kevinmhoffman sevenheadsdesign.com kevinmhoffman.com