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Deisgn for an Exploding World
- 1. Design for an Exploding World
Find Your Meaning, Dig the Data & Adapt
AIGA “Small Talks, Big Ideas” – San Jose State University
10/22/2009
Razorfish -- Marisa Gallagher, VP User Experience
Page 1 © 2008 Razorfish. All rights reserved.
- 2. CHAOS
The designer's world has
entered a constant state of
change.
Page 2 © 2009 Razorfish. All rights reserved.
- 5. Page 5 © 2009 Razorfish. All rights reserved.
- 6. Page 6 © 2009 Razorfish. All rights reserved.
- 7. Dealing with the Chaos:
1. FIND – your meaning to the world
2. DIG – into the data to know more
3. ADAPT – get on with it and learn
Page 7 © 2009 Razorfish. All rights reserved.
- 8. 1. FIND (your meaning)
Your brand means something, even
if your advertising doesn’t.
Page 8 © 2009 Razorfish. All rights reserved.
- 9. What Does Your Brand Mean to
Your Customer?
Questions to Ask:
What is its cultural significance?
Does it represent any archetype or icon?
Why do your customers like it, love it, fear it, hate it, use it?
What does it say about them – in what context do they use it?
What is its “shared shorthand”?
Page 9 © 2009 Razorfish. All rights reserved.
- 10. How to Use The Questions?
First -- Go Broad
Explore the cultural archetypes and concepts related to a
product category or larger industry. Create mood boards and
word lists of what you find.
Then – Get Specific
Do a competitive audit of how others are using archetypes and
cultural elements. Look for holes, gaps, and saturation points.
Page 10 © 2009 Razorfish. All rights reserved.
- 15. Competitive Audit
Y water: a “new” concept in children’s beverages.
A magic potion is a special bottle to transform our
kids and the industry.
- 16. 2. DIG (into the data)
Become channel fluent.
Know how and where to reach
your audience.
Page 16 © 2009 Razorfish. All rights reserved.
- 17. Old Media Is Maimed, Not Dead
Page 17 © 2009 Razorfish. All rights reserved.
- 18. Yet, Choose Your Channel Wisely
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Page 18 © 2009 Razorfish. All rights reserved.
- 19. Know How To Reach Your Audience
Internet
Americans under 45 spend more time
online than with other media
Page 19 © 2009 Razorfish. All rights reserved.
- 20. Another Good Starting Point . . .
Internet
Europeans over 25 like TV more than
the Web, those over 45 like both
radio and TV more than the Web
Page 20 © 2009 Razorfish. All rights reserved.
- 21. And Keep on Digging . . .
Page 21 © 2009 Razorfish. All rights reserved.
- 22. And Digging . . .
Qualitative Research Quantitative Research
Good at: • Context, human texture, semantics, • Definitive conclusions, clear measures,
subjectivity objectivity
Typical set-up: • Often in person, observation and • Often remote, test plan structured around
discussion-oriented, even with task clear objective responses without
completion ambiguity (yes/no, multiple choice,
success/failure)
Provides: • The why, why not, where not, when not • The what, how much, when, where
Downfall: • Directionality can be skewed by sample • Can be looking at the wrong measures.
size, personalities
Sample Size • 8-12 provide directionality/patterns • 100+ (technically 30, but numbers
normalize better above 100)
Examples • Ethnographic studies • Mouse-and-click-path tracking
• One-on-one interviews • Multivariate testing
• Lab-style usability tests • Self-directed remote usability testing
• Focus groups • Analytics + search log tracking
• Card sorting (in person) • Surveys
• Card sorting (remote)
• Page 22 © 2009 Razorfish. All rights reserved.
- 23. 3. ADAPT (and learn)
Put it out there (and listen)
before it puts you out of
business.
Page 23 © 2009 Razorfish. All rights reserved.
- 29. Dealing with the Chaos:
1. FIND – your meaning to the world
2. DIG – into the data to know more
3. ADAPT – get on with it and learn
Page 29 © 2009 Razorfish. All rights reserved.
- 30. Thank You
Razorfish
Marisa Gallagher, VP User Experience
marisa.gallagher@razorfish.com
twitter.com/marisagallagher
Page 30 © 2008 Razorfish. All rights reserved.
Notes de l'éditeur
- ALTERNATE SLIDE IDEA
- Snapple: quirky, fun, unexpected, trickster Cultural significance = momentary amusement, a treat – chance discovery. Adventure into exotic, foreign lands