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Design: Prereq to tech!
Delivertherightcontentusingdesignthinking
Andrea Ames (@aames)
Enterprise Content Experience Strategist
IBM
© 2017 IBM Corporation.
About
Andrea
Technical communicator since 1983
Areas of expertise:
Content experience design: strategy, architecture, and
interaction design
Architecture, design, and development of product-
embedded assistance
Information and product usability
User-centered process for content development and
experience design
Senior Technical Staff Member and chief content strategist
for Integrated Content (IC) Center of Excellence (CoE),
IBM Digital Business Group
University of CA Extension program chair and instructor
STC Fellow, past president, former member of Board of
Directors
ACM Distinguished Engineer
@aames 2
Workshop
agenda
DesignThinking
Exercise context
Empathize-Define (aka
“Understand”)
Ideate
Prototype
Wrap-up/Q&A
@aames 3
DesignThinking
@aames 4
Wikipedia
says…
Design thinking is a
methodology not exclusive
(sic) for designers, that
helps people understand
and develop creative ways
to solve an (sic) specific
issue, generally business
oriented.
@aames 5
Notjust
for
“design”
Lamoine Comprehensive
Planning Committee
community meeting
Maine Master Gardener
Volunteers “Impact Measures”
workshop
IBM integrated content
UCSC Extension in Silicon
Valley curriculum & course
projects
The list goes on…
@aames 6
What
@aames 7
As-is experience
Empathy map
As-is scenario map
Brainstorm
Prioritize
To-be experience
To-be scenario map
Low-fi prototype
Requirements
Roadmapping
User test
Stanford’s process depiction
Some of the methods you can use – the ones I’ve found
to be most useful
Who
ImagebyStockUnlimited
@aames 8
Cross-functional
Ideally, PM, Marketing, Design, Content, Dev, Support
Tools
Room with clear, flat walls
Flip charts (preferably sticky)
Sticky notes
Colored dots (at least 2 colors)
Virtual?
Document camera (e.g., Ziggi)
Mural.ly
Post-it Plus (iOS)
@aames 9
Empathize-Define
Aka “Understand”
@aames 10
Empathy
map
@aames 11
Empathy
map
Quick
Multiple user dimensions
(more than role)
Leverage your advocacy
role
Consider hopes, fears, and
challenges
@aames 12
As-is
scenario
map
@aames 13
As-is
scenario
map
Visual representation of user workflow
Makes explicit the team’s knowledge
Exposes gaps and what needs further
research
Identify pain points and biggest
opportunities for improvement
Input to requirements
Consider…
“extra” steps
points of inefficiency (doing)
pain points (feeling)
points of confusion (thinking)
@aames 14
Ideate
@aames 15
Ideation
@aames 16
Ideation
@aames 17
Brainstorming
Ideas – broad, conceptual,
focused on user needs
NOT features – discreet, tactical
BIG ideas, not small ones
Prioritize
@aames 18
Prioritize
@aames 19
Which BIG idea is most
important and feasible for
the given time frame and
project scope?
Prototype
@aames 20
To-be
scenario
map
Imagefromibm.com
@aames 21
To-be
scenario
map
Visual representation of user workflow
Makes explicit the team’s knowledge
Exposes gaps and what needs further
research
Identify pain points and biggest
opportunities for improvement
Input to requirements
Consider…
“extra” steps
points of inefficiency (doing)
pain points (feeling)
points of confusion (thinking)
@aames 22
Story-
boardfromibm.com
@aames 23
Story-
boarding
Create a seamless, comic-
book like story
Beginning, middle, end
Focus on the user
NOT on screens
Be ready to tell your story
to someone else
@aames 24
Why DesignThinking
forContent?
@aames 25
Design
first!
Tech doesn’t solve
problems, people (you!) do
You need a fast, agile,
effective problem-solving
approach
DesignThinking IS that
approach…for any kind of
problem.
@aames 26
Resources
IBM DesignThinking
Stanford University
Institute of Design
@aames 27
Questions
ImagebyStockUnlimited
@aames 28
Follow/
contact
Andrea
@aames
aames@pobox.com
ImagebyStockUnlimited
@aames 29

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Design: Prereq to Tech! Deliver the right content using design thinking