Tamara Adlin and Matt Dente presented their approach to translating data into designs for a web site redesign project. The presentation was given on Saturday, October 10th, 2009 at Infocamp in Seattle, WA (http://infocamp.info) Note: The contents in this presentation represent work completed in a past project and are not endorsed by the client.

1. 1
From Data to Design
Tamara Adlin / Fell Swoop
Copyright 2008-2009, Fell Swoop L.L.C. All rights reserved.

2. 2
Fell Swoop is a user experience
strategy and design company.
Copyright 2008-2009, Fell Swoop L.L.C. All rights reserved.

3. 3
We are Tamara Adlin and
Ma Dente, Founding Partners.
Copyright 2008-2009, Fell Swoop L.L.C. All rights reserved.

4. 4
Tamara Adlin
• User Experience Strategy Expert
• Wrote the Book on Personas
• Author, Speaker & Consultant
• Broad Client Based Experiences
Copyright 2008-2009, Fell Swoop L.L.C. All rights reserved.

5. 5
Ma Dente
• User Experience Design
• Information Architecture
• Interaction Design
• Visual Interface Design
Copyright 2008-2009, Fell Swoop L.L.C. All rights reserved.

6. 6
Why We Joined Forces
Together we have the expertise to practice what we preach:
Copyright 2008-2009, Fell Swoop L.L.C. All rights reserved.

7. 6
Why We Joined Forces
Together we have the expertise to practice what we preach:
TAMARA’S EXPERTISE
Who are you trying to solve a How can you get people to
problem for, and how are you happily do the things that
trying to solve it? make your business grow?
Copyright 2008-2009, Fell Swoop L.L.C. All rights reserved.

8. 6
Why We Joined Forces
Together we have the expertise to practice what we preach:
TAMARA’S EXPERTISE MATT’S EXPERTISE
Who are you trying to solve a How can you get people to What experiences do you
problem for, and how are you happily do the things that want to create, and how can
trying to solve it? make your business grow? you create them?
Copyright 2008-2009, Fell Swoop L.L.C. All rights reserved.

9. 7
Fell Swoop Clients Since Summer 2008
Copyright 2008-2009, Fell Swoop L.L.C. All rights reserved.

10. 8
Case Study: Orangelake.com
Copyright 2008-2009, Fell Swoop L.L.C. All rights reserved.

11. 9
Overview
We had several important questions to answer with this project:
• Who are the right customers to focus on?
• How do these people think about “vacation clubs”
(a.k.a., ‘time shares’) today?
• How do we want them to think Orange Lake Vacation Club?
• How can we create a web experience that:
- Turns the “merely curious” into the “actively shopping”?
- Helps existing customers help themselves
(and thus vastly reduces costs)?
Copyright 2008-2009, Fell Swoop L.L.C. All rights reserved.

12. 10
Phase 1: Clarity
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13. 11
Phase 1: Clarity
Slowing down to speed up...
• What are the (measurable!) business, brand, and
customer experience objectives for the new site?
• What are the (very specific!) value propositions
and differentiators?
• What do you know about your current and target
customers already?
Copyright 2008-2009, Fell Swoop L.L.C. All rights reserved.

14. 12
Phase 2: Strategy
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15. 13
Phase 2: Strategy
• We create personas to capture the key goals and needs of
your current and target customers.
• We define a strategy which answers the question how can
we create an experience that helps our personas happily
do what we want them to do?
Copyright 2008-2009, Fell Swoop L.L.C. All rights reserved.

16. 14
Personas look like descriptions of people…
because that’s what they are.
Copyright 2008-2009, Fell Swoop L.L.C. All rights reserved.

17. 15
Looking at the competition through the eyes of
our personas, we found that Vacation Clubs play
‘follow the leader’ instead of ‘follow the user’
Copyright 2008-2009, Fell Swoop L.L.C. All rights reserved.

18. 16
Customer Experience Strategy
• The strategy document outlines
our recommendation for
encouraging personas to happily
do what we want them to do.
• The strategy translates all of
our work into a set of design
guidelines in preparation for the
design phase.
Copyright 2008-2009, Fell Swoop L.L.C. All rights reserved.

19. 17
Phase 3: Design
Copyright 2008-2009, Fell Swoop L.L.C. All rights reserved.

20. 18
Once we develop a strategy for the
experience that we want to create,
we are ready to begin design.
Copyright 2008-2009, Fell Swoop L.L.C. All rights reserved.

21. 19
Design
During the design phase we...
• We create Use Cases to tell the story of the new
experience we’re building for our personas
• We create Wireframes which are the “blueprints” for
all of the web pages and user interface elements.
• We conduct Usability Testing to find and fix problems
early in the design process.
• We create the graphic design for the web site so that
it enhances usability while supporting your brand
and business goals.
Copyright 2008-2009, Fell Swoop L.L.C. All rights reserved.

22. 20
Use Cases Tell the Stories
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23. 21
Wireframes Illustrate the Use Cases
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24. 22
We Document All Unique Pages
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25. 23
We Evaluate the Designs During Usability Testing
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26. 24
We Create Multiple Visual Design Treatments
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27. 25
Clients Choose a Final Design
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28. 26
Orangelake.com: Before & Aer
Before After
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29. 27
Thank You!
Copyright 2008-2009, Fell Swoop L.L.C. All rights reserved.