A personal strategy on how, as an IA UX designer, I engage in the discovery process as it relates to brand identity.

1. Design Strategy Goal of this Presentation: To express how I compile, manage and leverage disparate forms of research in order to form a structural design strategy A Personal Narrative ( through the eyes of a creative business analyst )

2. Design Strategy A Personal Narrative ( through the eyes of a creative business analyst ) Goals of the IA: Finding the value within the brand How this value translates to interrelationships and support systems for the brand and its message Anticipate tasks to support the message. Understanding the user and the efficient pathways for these tasks based on user types.

3. Compile Use market research to discover how to harness motivation Keywords Relationships Inspiration Pathways Market Analysis Demographics Market Trends Logs

4. Keywords Discovering brand identifiers Artifacts: Affinity Chart, Glossary

5. What it offers… It offers me the ability to generate seeds. I can use these seeds to map support systems within two polarities. By thinking in polarities, I can efficiently segment how the structure and the brand content fit together at a very high level. More specifically, I can isolate what elements will be driven by rich media or strictly data driven. This gives me the ability to move onto … Relationships Keywords

6. Relationships Discovering how elements influence and connect to each other Artifacts: Mind Maps, Data Modeling

7. What it offers… Building out relationships helps focus on dependancies within a system. Using a mind map layout helps visualize the system on two main levels: Section complexity and density and information hierarchy. It also helps define first pass site map architecture. By adjusting font sizes and adding color, the mind map can also help define content importance Relationships

8. Inspiration Discovering what motivates the user and the business needs Artifacts: Behavioral / Mental Models, Task Analysis

9. What it offers… Helps focus disparate groups Tracks and manages desires Creates a framework that isolates feature sets within logical segments. Provides talking points with developers so less risk is introduced at the implementation stage. Inspiration

10. Pathways Discovering elements that attract and convert Artifacts: Navigation Modeling, Interaction Design

11. What it offers… Highlights attractors which need to support conversion Provides a global framework on what goes on in the mind of multiple users of a system. Can help isolate pathways and gateways based on personas Pathways