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
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
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