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Design is how
it works
David Wright / NPR
@dwjr
Thank you to my smart friends:
Callie Neylan         Michael Yoch
Jeremy Pennycook      Ian Adelman
Paulo Lopez           Tyson Evans
Max Pfennighaus       Bill Couch
Patrick Cooper        Matt Mansfield
Benjamin Dauer        Justin Ferrell
Wes Lindamood         Matt Thompson
Stephanie Slobodian   Ron Coddington
Vince Farquharson     Michael Maness
Joel Sucherman        Laura Ramos
Kinsey Wilson         Irakli Nadareishvili
Miranda Mulligan      Marc Lavallee
About me
 •   Newseum
 •   Knight Ridder/Tribune
 •   USA TODAY
 •   NPR
Platform ≠ storytelling
I don’t work in the newsroom.
Holy crap!
   We are working in the future.




DreamWorks / 20th Century Fox
We’re really good at telling
stories, but ...
News design seems stuck because
we can’t keep up with our audience’s
expectations.
Same
152 choices
in the top navigation.
We’re running the risk of
getting our asses kicked
Quite possibly with our own content.
Unsolicited NYTimes redesign by Andy Rutledge
Your competitive set?
WTHR app
Flipboard
Gawker
Gawker’s conversation curation
Gmail = ubiquitous
Gawker’s conversation curation
How might we make
better things?
These problems go beyond visual design
 •   Strategy
 •   Money
 •   Technology
Design thinking can help
 •   Context
 •   Research
 •   Empathy (user-centered)
 •   Synthesis ➔ Insights
Why?
•   Answer the right questions
•   Better answers, faster
•   Proactive, not reactive
Five ways to improve
your experiences
 1.   Experience is everywhere
 2.   Get your house in order
 3.   Solve the right problems
 4.   Evaluate and iterate
 5.   Understand your materials
1. Experience is
   everywhere
My father-in-law
Experience is everywhere
Adult Admission to Magic Kingdom Park
                   Adjusted for Inflation to 2010 dollars


             $80



             $60
                                                                                          $ 79
US Dollars




             $40
              $ 21
             $20



             $0
               1975        1980        1985        1990     1995   2000      2005           2010
                                                                      Sources: allears.net / US Gov

         Experience is everywhere
Experience is everywhere
Experience is everywhere
Good experiences
create value.
2. Get your house in order
creative commons photo by flickr user kenmccown


Get your house in order
Traditional baggage

 Distribution         vs.     Content

paid to manage risk         paid to tell stories
Instead:
                Technologists



     Product
    Shepherds
                       User
                    Experience
Good experience thrives
in organizations where
design is respected.




Subtitle
3. Evaluate and iterate
If you’re not agile, you’re
doing it wrong
   •   Small
   •   Multidisciplinary
   •   Empowered
   •   Accountable
Evaluate and iterate
Evaluate and iterate
Evaluate and iterate
Tappable
prototype
4. Solve the right problems
Journalists are pre-wired
for success
   •   Ask questions
   •   Challenge the status-quo
   •   Readers are fickle


Solve the right problems
You’re probably focused
on the wrong ideas
   •   “Weaponize metrics”
   •   Twitter + Surveys
   •   Facebook


Solve the right problems
5. Understand how
   things work
We say “build”
for a reason.




Understand how things work
Handing a PSD to a
developer does not make
you a web designer.




Understand how things work
Understand how things work
Understand how things work
                    Interaction Design
Don’t get your ass kicked:
 1.   Experience is everywhere
 2.   Get your house in order
 3.   Solve the right problems
 4.   Evaluate and iterate
 5.   Understand your materials
Start small:
 •   Little experiments
 •   Skunk works can be cheap
 •   Google is free
 •   Show, don’t tell
Thanks!
@dwjr

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