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Design	
  thinking
           In	
  this	
  notebook:	
  thoughts	
  about	
  how	
  to	
  start,	
  execute	
  and	
  
                                 succeed	
  in	
  a	
  Web	
  project.




Thursday, September 16, 2010
Understanding	
  the	
  culture




Thursday, September 16, 2010
Understanding	
  the	
  culture




                                     “Scien?sts	
  have	
  microscopes.	
  Astronomers	
  and	
  peeping	
  
                                    toms	
  have	
  telescopes.	
  Designers,	
  in	
  order	
  to	
  see	
  the	
  very	
  
                                      big,	
  in	
  order	
  to	
  see	
  culture—which	
  is	
  much	
  bigger	
  than	
  
                                     anyone	
  of	
  us	
  personally—have	
  macroscopes.”	
  _	
  MaI	
  Webb




Thursday, September 16, 2010
Understanding	
  the	
  culture




                                    ★   Ask	
  ques?ons	
  to	
  understand	
  the	
  business	
  goals,	
  
                                        the	
  overall	
  strategy	
  and	
  vision	
  of	
  the	
  project

                                    ★   Iden?fy	
  the	
  key	
  players	
  and	
  stakeholders

                                    ★   Know	
  what	
  these	
  people	
  believe	
  in

                                    ★   Know	
  what	
  will	
  be	
  affected	
  by	
  change,	
  and	
  what	
  
                                        will	
  need	
  evangelizing	
  or	
  help	
  adapt

                                    ★   Gather	
  data	
  about	
  customers.	
  

                                    ★   Learn.




Thursday, September 16, 2010
Know	
  your	
  compe?tors




Thursday, September 16, 2010
Know	
  your	
  compe?tors




                               ★   Audit	
  the	
  web!

                               ★   Compe??ve	
  analysis:	
  direct	
  (product	
  compe?tors)	
  
                                   and	
  indirect	
  (customers’	
  ?me,	
  aIen?on	
  &	
  loyalty)

                               ★   Iden?fy	
  what	
  compe?tors	
  do	
  that	
  is	
  worth	
  
                                   repea?ng,	
  and	
  what	
  is	
  to	
  be	
  avoided:	
  even	
  good	
  
                                   compe?tors	
  must	
  be	
  “copied”	
  with	
  cau?on

                               ★   Know	
  the	
  compe??ve	
  landscape	
  from	
  business,	
  
                                   design	
  and	
  cultural	
  perspec?ves




Thursday, September 16, 2010
Experimental	
  anthropology




Thursday, September 16, 2010
Experimental	
  anthropology




                                 ★   Monitor	
  all	
  current	
  social	
  media	
  outlets	
  to	
  find	
  out	
  
                                     what	
  people	
  are	
  saying	
  about	
  the	
  product

                                 ★   Use	
  common	
  SEO	
  tools	
  to	
  see	
  how	
  people	
  search,	
  
                                     and	
  what	
  do	
  they	
  search	
  for	
  and	
  in	
  what	
  volume

                                 ★   Gather	
  as	
  much	
  demographic	
  data	
  as	
  possible

                                 ★   Understand	
  who	
  the	
  project	
  is	
  trying	
  to	
  convert	
  

                                 ★   What	
  are	
  the	
  paIerns	
  that	
  can	
  be	
  turned	
  into	
  
                                     ac?onable	
  items

                                 ★   Be	
  sure	
  to	
  document	
  on	
  the	
  field




Thursday, September 16, 2010
Know	
  who	
  you	
  are	
  designing	
  for




Thursday, September 16, 2010
Know	
  who	
  you	
  are	
  designing	
  for




                                                  Iden?fy	
  the	
  different	
  types	
  of	
  players

                                                  ★      Achievers:	
  they	
  want	
  to	
  do	
  everything	
  they	
  can	
  on	
  
                                                         your	
  site	
  (game	
  /	
  app	
  /	
  service)

                                                  ★      Explorers:	
  want	
  to	
  find	
  the	
  hidden	
  parts	
  of	
  your	
  
                                                         app	
  /	
  site	
  /	
  game

                                                  ★      Socializers:	
  want	
  to	
  use	
  your	
  app	
  /	
  site	
  as	
  a	
  mean	
  
                                                         of	
  crea?ng,	
  communica?ng	
  with	
  others

                                                  ★      Killers:	
  they	
  want	
  to	
  harass,	
  bully,	
  annoy	
  other	
  
                                                         players




Thursday, September 16, 2010
Know	
  who	
  you	
  are	
  designing	
  for




Thursday, September 16, 2010
Know	
  who	
  you	
  are	
  designing	
  for




Thursday, September 16, 2010
Know	
  who	
  you	
  are	
  designing	
  for




Thursday, September 16, 2010
Understand	
  the	
  design	
  culture




Thursday, September 16, 2010
Understanding	
  the	
  design	
  culture




                                              ★   The	
  experience	
  is	
  the	
  design

                                              ★   Find	
  out	
  how	
  to	
  translate	
  the	
  system	
  to	
  people	
  in	
  a	
  
                                                  humane	
  way

                                              ★   Culture	
  makes	
  the	
  design,	
  and	
  design	
  makes	
  the	
  
                                                  culture

                                              ★   Adap?ve	
  design

                                              ★   The	
  understanding	
  of	
  the	
  Goals	
  (user	
  goals	
  +	
  
                                                  business	
  goals	
  +	
  brand	
  goals)	
  are	
  the	
  core	
  of	
  
                                                  meaningful	
  design




Thursday, September 16, 2010
Understanding	
  the	
  design	
  culture




                                              “Design	
  is	
  the	
  conscious	
  and	
  intui?ve	
  
                                              effort	
  to	
  impose	
  meaningful	
  order.”	
  
                                              _	
  Victor	
  Papanek,	
  Design	
  for	
  the	
  real	
  world




Thursday, September 16, 2010
Content	
  is	
  king




Thursday, September 16, 2010
Content	
  is	
  king




Thursday, September 16, 2010
Content	
  is	
  king




                               ★   The	
  message	
  needs	
  to	
  be	
  read

                               ★   Audit	
  the	
  content	
  -­‐>	
  Prototype	
  -­‐>	
  Test

                               ★   Make	
  it	
  readable,	
  and	
  easily	
  scannable

                               ★   Reorganize	
  in	
  a	
  way	
  people	
  will	
  relate

                               ★   Use	
  Web	
  conven?ons	
  

                               ★   Understand	
  Web	
  Architecture

                               ★   Base	
  yourself	
  on	
  a	
  strong	
  structure	
  that	
  is	
  
                                   also	
  malleable	
  and	
  fun	
  to	
  play	
  or	
  break

                               ★   Informa?on	
  is	
  beau?ful	
  make	
  it	
  present	
  
                                   and	
  available	
  (findable,	
  and	
  indexable)

                               ★   Allow	
  for	
  people	
  to	
  share	
  and	
  give	
  them	
  
                                   space

                               ★   Seman?c	
  web	
  is	
  gold




Thursday, September 16, 2010
Thank	
  you.
                               	
  Interac?on	
  Designer	
  :	
  celinecelines@gmail.com




Thursday, September 16, 2010

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This is my design thinking today 2010

  • 1. Design  thinking In  this  notebook:  thoughts  about  how  to  start,  execute  and   succeed  in  a  Web  project. Thursday, September 16, 2010
  • 3. Understanding  the  culture “Scien?sts  have  microscopes.  Astronomers  and  peeping   toms  have  telescopes.  Designers,  in  order  to  see  the  very   big,  in  order  to  see  culture—which  is  much  bigger  than   anyone  of  us  personally—have  macroscopes.”  _  MaI  Webb Thursday, September 16, 2010
  • 4. Understanding  the  culture ★ Ask  ques?ons  to  understand  the  business  goals,   the  overall  strategy  and  vision  of  the  project ★ Iden?fy  the  key  players  and  stakeholders ★ Know  what  these  people  believe  in ★ Know  what  will  be  affected  by  change,  and  what   will  need  evangelizing  or  help  adapt ★ Gather  data  about  customers.   ★ Learn. Thursday, September 16, 2010
  • 6. Know  your  compe?tors ★ Audit  the  web! ★ Compe??ve  analysis:  direct  (product  compe?tors)   and  indirect  (customers’  ?me,  aIen?on  &  loyalty) ★ Iden?fy  what  compe?tors  do  that  is  worth   repea?ng,  and  what  is  to  be  avoided:  even  good   compe?tors  must  be  “copied”  with  cau?on ★ Know  the  compe??ve  landscape  from  business,   design  and  cultural  perspec?ves Thursday, September 16, 2010
  • 8. Experimental  anthropology ★ Monitor  all  current  social  media  outlets  to  find  out   what  people  are  saying  about  the  product ★ Use  common  SEO  tools  to  see  how  people  search,   and  what  do  they  search  for  and  in  what  volume ★ Gather  as  much  demographic  data  as  possible ★ Understand  who  the  project  is  trying  to  convert   ★ What  are  the  paIerns  that  can  be  turned  into   ac?onable  items ★ Be  sure  to  document  on  the  field Thursday, September 16, 2010
  • 9. Know  who  you  are  designing  for Thursday, September 16, 2010
  • 10. Know  who  you  are  designing  for Iden?fy  the  different  types  of  players ★ Achievers:  they  want  to  do  everything  they  can  on   your  site  (game  /  app  /  service) ★ Explorers:  want  to  find  the  hidden  parts  of  your   app  /  site  /  game ★ Socializers:  want  to  use  your  app  /  site  as  a  mean   of  crea?ng,  communica?ng  with  others ★ Killers:  they  want  to  harass,  bully,  annoy  other   players Thursday, September 16, 2010
  • 11. Know  who  you  are  designing  for Thursday, September 16, 2010
  • 12. Know  who  you  are  designing  for Thursday, September 16, 2010
  • 13. Know  who  you  are  designing  for Thursday, September 16, 2010
  • 14. Understand  the  design  culture Thursday, September 16, 2010
  • 15. Understanding  the  design  culture ★ The  experience  is  the  design ★ Find  out  how  to  translate  the  system  to  people  in  a   humane  way ★ Culture  makes  the  design,  and  design  makes  the   culture ★ Adap?ve  design ★ The  understanding  of  the  Goals  (user  goals  +   business  goals  +  brand  goals)  are  the  core  of   meaningful  design Thursday, September 16, 2010
  • 16. Understanding  the  design  culture “Design  is  the  conscious  and  intui?ve   effort  to  impose  meaningful  order.”   _  Victor  Papanek,  Design  for  the  real  world Thursday, September 16, 2010
  • 17. Content  is  king Thursday, September 16, 2010
  • 18. Content  is  king Thursday, September 16, 2010
  • 19. Content  is  king ★ The  message  needs  to  be  read ★ Audit  the  content  -­‐>  Prototype  -­‐>  Test ★ Make  it  readable,  and  easily  scannable ★ Reorganize  in  a  way  people  will  relate ★ Use  Web  conven?ons   ★ Understand  Web  Architecture ★ Base  yourself  on  a  strong  structure  that  is   also  malleable  and  fun  to  play  or  break ★ Informa?on  is  beau?ful  make  it  present   and  available  (findable,  and  indexable) ★ Allow  for  people  to  share  and  give  them   space ★ Seman?c  web  is  gold Thursday, September 16, 2010
  • 20. Thank  you.  Interac?on  Designer  :  celinecelines@gmail.com Thursday, September 16, 2010