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#1NLab17 - Eight for Eight: Finishing Strong

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#1NLab17 - Eight for Eight: Finishing Strong

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No matter how smoothly a project has been going, the last eight percent can feel grueling on marketers. In his presentation, Creative Director Nate Denton gives marketers strategies to help move through the final stages of a digital endeavor, so that the final product is as excellent as initially envisioned.

No matter how smoothly a project has been going, the last eight percent can feel grueling on marketers. In his presentation, Creative Director Nate Denton gives marketers strategies to help move through the final stages of a digital endeavor, so that the final product is as excellent as initially envisioned.

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#1NLab17 - Eight for Eight: Finishing Strong

  1. 1. Experience Lab 2017 | 11.08 – 11.10 2017 BY DESIGN 8 FOR EI%HT Finishing Strong
  2. 2. Experience Lab 2017 | 11.08 – 11.10 2017 NATE DENTON
  3. 3. Experience Lab 2017 | 11.08 – 11.10 2017
  4. 4. FOR EI%HT F I N I S H I N G S T R O N G
  5. 5. Experience Lab 2017 | 11.08 – 11.10 2017 S.C.I.E.N.C.E. Some Client Involved Experiences Nathan Can Explain
  6. 6. CONTENT CREEP
  7. 7. Experience Lab 2017 | 11.08 – 11.10 2017 D When do you start addressing content?
  8. 8. Experience Lab 2017 | 11.08 – 11.10 2017 D When do you start addressing content? Beginning Middle End It varies from project to project
  9. 9. LAUNCH PREP DESIGN BUILDRESEARCH & DISCOVERY Addressing Content Addressing Content Addressing Content * Source – S.C.I.E.N.C.E CONTENT CREEP
  10. 10. “Excuse me…”
  11. 11. “Excuse us…”“Excuse us”
  12. 12. CONTENT CREEP
  13. 13. CONTENT CREEP
  14. 14. CONTENT CREEP Broken DateUnfortunate Photo Exhausting Headlines & Abstracts
  15. 15. CONTENT CREEP
  16. 16. PRIORITRYZE
  17. 17. Experience Lab 2017 | 11.08 – 11.10 2017 How do you prioritize tasks?
  18. 18. Experience Lab 2017 | 11.08 – 11.10 2017 How do you prioritize tasks? By difficulty By cost By user needs By business goals
  19. 19. Experience Lab 2017 | 11.08 – 11.10 2017 MUST HAVE NICE TO HAVE IT CAN WAIT PRIORITRYZE
  20. 20. Experience Lab 2017 | 11.08 – 11.10 2017 Implicit Personalization Custom Photography New Practice Structure Search Type-ahead New Logo Data Visualization New Headshots New Practice Descriptions CRM Integration Videos Explicit Personalization Before Launch After Launch PRIORITRYZE
  21. 21. PRIORITRYZING ! FAILURE PRIORITRYZE
  22. 22. Experience Lab 2017 | 11.08 – 11.10 2017 Doing Less Can Lead To “More” ! More time to do things the right way ! More budget to execute with impact ! More confidence in your approach ! More sleep and sanity for you ! More energy at work ! More kudos from your boss ! More promotion money to purchase valuable things
  23. 23. PEOPLE WILL FORGET PRIORITRYZE
  24. 24. FONDNESS FATIGUE
  25. 25. Experience Lab 2017 | 11.08 – 11.10 2017 D What do you do most after a design is approved?
  26. 26. Experience Lab 2017 | 11.08 – 11.10 2017 D What do you do most after a design is approved? I revisit them with relative frequency until it’s live. I shop them around for continued thoughts and buy-in. I look at what other companies are doing in comparison. Once approved, I step away from the designs.
  27. 27. REMEMBER YOUR FIRST IMPRESSION FONDNESS FATIGUE
  28. 28. SAY TURKEY 100 TIMES FONDNESS FATIGUE
  29. 29. AVOID GAWKING AT OTHERS FONDNESS FATIGUE
  30. 30. DEVILISH DETAILS
  31. 31. Experience Lab 2017 | 11.08 – 11.10 2017 D What do you consider the most important design detail on a website?
  32. 32. Experience Lab 2017 | 11.08 – 11.10 2017 D What do you consider the most important design detail on a website? Imagery Typography Color Palette Movements & Interactions
  33. 33. DEVILISH DETAILS SETTING UP THE SYSTEM IN ADVANCE DEVILISH DETAILS
  34. 34. MAKES THE DESIGN HARDER TO BREAK DEVILISH DETAILS
  35. 35. MOTION MOTION MOTION DEVILISH DETAILS
  36. 36. PROTOTYPES CAN HELP DEVILISH DETAILS
  37. 37. INSPECT YOURSELF BEFORE YOU WRECK YOURSELF DEVILISH DETAILS
  38. 38. TESTY, TESTY
  39. 39. Experience Lab 2017 | 11.08 – 11.10 2017 D Which of the following testing approaches did you leverage on your last website redesign?
  40. 40. Experience Lab 2017 | 11.08 – 11.10 2017 D Which of the following testing approaches did you leverage on your last website redesign? None of these We tested on clients We tested on internal employees Our agency conducted testing We used a third party
  41. 41. Experience Lab 2017 | 11.08 – 11.10 2017 D Functionality testing Usability testing Interface testing Compatibility testing Performance testing Security testing
  42. 42. CAN’T HARDLY WAIT TESTY, TESTY
  43. 43. INSIGHTS VS ANSWERS TESTY, TESTY
  44. 44. Experience Lab 2017 | 11.08 – 11.10 2017 D Have you ever had to adjust a design that has already been approved?
  45. 45. Experience Lab 2017 | 11.08 – 11.10 2017 D Have you ever had to adjust a design that has already been approved? Yes – Frequently Yes - Occasionally No – Once approved it’s final No – We try not to let others get involved
  46. 46. Experience Lab 2017 | 11.08 – 11.10 2017 Choose Your A-Team Early
  47. 47. KEEP IT TIGHT TRICKY TRUDY
  48. 48. BEAUTY STAKEHOLDERS 1 A Lot * Source – S.C.I.E.N.C.E
  49. 49. SAYING NO WITHOUT SAYING NO TRICKY TRUDY
  50. 50. Experience Lab 2017 | 11.08 – 11.10 2017 CASE STUDY
  51. 51. Hi Trudy! Carl Are you excited about the new website direction? Well… Thanks for the input Trudy. We are actively researching methods that allow the user to get to important information quicker. During our research process, we found that the large majority of customers are most interested in our experience. A lot of our competitors have similarly impressive awards, so we definitely want to showcase those; but it’s our experience section that really drives business development. I don’t like that you have to scroll to see the award logos on my service page.
  52. 52. GIVE EM’ THE BIZ
  53. 53. REMEMBER YOUR RESEARCH
  54. 54. Experience Lab 2017 | 11.08 – 11.10 2017 D Which of the following research methods did you engage in on your last website?
  55. 55. Experience Lab 2017 | 11.08 – 11.10 2017 D Market research Competitive set analysis User research Brand research None of these Which of the following research methods did you engage in on your last website?
  56. 56. Experience Lab 2017 | 11.08 – 11.10 2017 vs REMEMBER YOUR RESEARCH
  57. 57. REMEMBER YOUR AUDIENCE REMEMBER YOUR RESEARCH
  58. 58. LIMIT YOUR OPTIONS REMEMBER YOUR RESEARCH
  59. 59. Experience Lab 2017 | 11.08 – 11.10 2017 REMEMBER YOUR RESEARCH
  60. 60. Experience Lab 2017 | 11.08 – 11.10 2017 REMEMBER YOUR RESEARCH
  61. 61. FEAR FACTOR
  62. 62. Experience Lab 2017 | 11.08 – 11.10 2017 How often do you second-guess a design decision?
  63. 63. Experience Lab 2017 | 11.08 – 11.10 2017 Never Rarely Frequently All of the time How often do you second-guess a design decision?
  64. 64. Experience Lab 2017 | 11.08 – 11.10 2017 “Some people die at 25 and aren’t buried until 75.”
  65. 65. Bifocals
  66. 66. Electricity
  67. 67. Experience Lab 2017 | 11.08 – 11.10 2017 “Let’s Make a Deal”
  68. 68. YOUR WEBSITE CONSTANTLY EVOLVES YOUR
  69. 69. Experience Lab 2017 | 11.08 – 11.10 2017 In Conclusion
  70. 70. CONTENT CREEP PRIORITRYZE FONDNESS FATIGUE DEVILISH DETAILS TESTY, TESTY TRICKY TRUDY REMEMBER YOUR RESEARCH FEAR FACTOR
  71. 71. Experience Lab 2017 | 11.08 – 11.10 2017 BY DESIGN 8 FOR EI%HT Finishing Strong

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