Kevin Hoffmann: Co-Designing Content

1. Co-designing Content @kevinmhoffman

2. Working alone.

3. 2 Weeks10 years

4. 2 Weeks

5. The most successful collaborations assembled regularly for videoconferences or, better yet, in-person meetings. “ BENNET & GADLIN, NATIONAL INSTITUTES OF HEALTH

6. @kevinmhoffman   FILE SHARING & REPOSITORIES ARE NOT COLLABORATION.

7. @kevinmhoffman   COLLABORATION HAPPENS WHEN THE WHOLE IS GREATER THAN THE SUM.

8. @kevinmhoffman   REAL-TIME MEETINGS CAN LEAD TO COLLABORATION.

9. Meetings are a bad idea, right?

10. USERS TEAM CLIENT LEADERSHIPOR

11. USERS TEAMCLIENT LEADERSHIPTEAM USERS

12. BESTTHE USERS TEAMCLIENT LEADERSHIPTEAM USERS

13. Co-design

14. ALVIEN LEE | SINAI HOSPITAL Co-design

15. JENNY GOLD | KAISER HEALTH NEWS Co-design

16. @kevinmhoffman   ANYONE  ADDING VALUE IS COLLABORATION.

17. Co-design WIKICOMMONS

18. Working Alone

19. Not Co-design

20. Co-design

21. We aren’t sure how to prioritize our content in a responsive design. “

22. STORY TITLE STORY BYLINE MANY SOCIAL MEDIA LOGOS PHOTO, CREDIT, CAPTION STORY RELATED/RECIRCULATED STORIES ADVERTISING MAILING LIST

23. STORY TITLE STORY BYLINE MANY SOCIAL MEDIA LOGOS PHOTO, CREDIT, CAPTION STORY RELATED/ RECIRCULATED STORIES ADVERTISING MAILING LIST

24. TRADITIONAL COMPANY STRUCTURE John P. Kotter, Accelerate, Harvard Business Review, November 2012

25. SMALL, CROSS-DISCIPLINARY TEAMS FACILITATOR STORY TITLESTORY TITLESTORY TITLESTORY TITLESTORY TITLESTORY TITLESTORY TITLE STORY TITLESTORY TITLESTORY TITLESTORY TITLESTORY TITLESTORY TITLESTORY TITLE STORY TITLESTORY TITLESTORY TITLESTORY TITLESTORY TITLESTORY TITLESTORY TITLE STORY TITLESTORY TITLESTORY TITLESTORY TITLESTORY TITLESTORY TITLESTORY TITLE

26. LESS   IMPORTANT MORE IMPORTANT

27. WHAT WILL THEY DO WITH IT? WHO NEEDS IT?

28. 4 diﬀerent variations.

29. Design the Meetings

30. ARE DECISIONS  NEEDED? YES NO No meeting.

31. ARE DECISIONS  NEEDED? YES LIST ALL THE DECISIONS

32. LIST ALL THE DECISIONS IDENTIFY THE OWNERS

33. IDENTIFY THE OWNERS INVITE THOSE WHO ADD VALUE

34. DESIGN THE AGENDA

35. DESIGN THE AGENDA

36. @kevinmhoffman   GREAT MEETINGS START WITH CLEAR OBJECTIVES.

37. @kevinmhoffman   PLAN MEETINGS AROUND DECISIONS NOT PEOPLE.

38. MAKING A DECISION at Webdagene

39. HOW  MUCH ICE CREAM? MAKING A DECISION at Webdagene

40. THIS MUCH ICE CREAM HOW  MUCH ICE CREAM? MAKING A DECISION at Webdagene

44. DECISION POINT NEW  TOPIC MAKING A DECISION by yourself

45. DECISION POINT MAKING A DECISION in a group NEW  TOPIC Management Ideas Team  Ideas

46. MAKING A DECISION in a group WTF? NEW  TOPIC Management Ideas Team  Ideas WTF? WTF? WTF? WTF? WTF? WTF?

47. MAKING A DECISION in a group NEW  TOPIC Management Ideas Team  Ideas FTW!

48. MAKING A DECISION in a group NEW  TOPIC Management Ideas Team  Ideas DIVERGENT THINKING CONVERGENT THINKING

49. Prioritize Summarize Agree Use judgment Make lists Open discussion Many perspectives Suspend judgement DIVERGENT THINKING CONVERGENT THINKING

50. @kevinmhoffman   PEOPLE NEED TO BE HEARD BEFORE THEY CAN LISTEN.

51. @kevinmhoffman   ALWAYS MAKE IDEAS BEFORE YOU TAKE IDEAS.

52. Plan outcomes Give room for   ideas to breathe 2WAYS TO DESIGN MEETINGS

53. Mistakes will be made.

54. Mistakes will be made.

55. http://youtu.be/szr0ezLyQHY

56. DESIGNER DEVELOPER SUNGLASS PLANNER PRODUCT MANAGER DEVELOPER SUNGLASS BUYER CUSTOMER CUSTOMER CUSTOMER CUSTOMER RESEARCHER

57. We have solid content and an idea but we aren’t sure how to get started. “

58. The ﬁrst content is always free.

59. The ﬁrst content is always free.

60. DIRECTOR OF NEWS SERVICE PROJECT MANAGER REPORTER AND CONTENT DIRECTOR PROJECT MANAGER DEVELOPMENT DIRECTOR DIRECTOR OF MEMBERSHIP OFFERS GRAPHIC DESIGNER MOBILE DEVELOPER AGENCY OWNER PROJECT MANAGER BUSINESS ANALYST DEVELOPER VICE PRESIDENT OF NEWS

61. DIRECTOR OF NEWS SERVICE PROJECT MANAGER REPORTER AND CONTENT DIRECTOR PROJECT MANAGER DEVELOPMENT DIRECTOR DIRECTOR OF MEMBERSHIP OFFERS GRAPHIC DESIGNER MOBILE DEVELOPER AGENCY OWNER PROJECT MANAGER BUSINESS ANALYST DEVELOPER VICE PRESIDENT OF NEWS RESIDENT RESIDENT RESIDENT RESIDENT RESIDENT RESIDENT RESIDENT

62. BUILD A DESIGN TEST in 1 hour or less! Individual Hypothesis Discussion Group Hypothesis 10 min.

63. BUILD A DESIGN TEST in 1 hour or less! Individual Hypothesis Discussion Group Hypothesis 10 min.

64. BUILD A DESIGN TEST in 1 hour or less! Individual Hypothesis Discussion Group Hypothesis 10 min. 10 min.

65. BUILD A DESIGN TEST in 1 hour or less! Individual Hypothesis Discussion Group Hypothesis 10 min. 10 min. 15 min.

66. BUILD A DESIGN TEST in 1 hour or less! Individual Hypothesis Discussion Group Hypothesis 10 min. 10 min. 15 min. 30 min.

67. Product Statement ! Complete the following two sentences. ! ! We believe that ____________________ has ______________________   ! (CUSTOMER) (PROBLEM) ! and that ____________________ may solve this problem by ! (THIS SOLUTION) ! ____________________ and ____________________. (THIS ASPECT) (THAT ASPECT) ! ! We will know we have succeeded when ! ____________________ and/or ____________________ reaches _____________. (QUANTITATIVE MEASURE) (QUALITATIVE MEASURE) (LEVEL)   BASED ON THE BOOK LEAN UX BY GOTHELF & SEIDEN DESIGN HYPOTHESIS…

68. Provide Access to Process

69. Introduce neutrality.

70. A FACILITATOR Is neutral Doesn’t evaluate or contribute ideas Coordinates/ manages the process Selects questions and activities

71. A FACILITATOR Sufficient domain knowledge including technology, content, workﬂow & culture Conducts one-on- one interviews BEFORE the kickoff workshop

72. @kevinmhoffman   DESIGN TEAMS MUST   STOP USING MEETINGS TO DO RESEARCH.

73. @kevinmhoffman   BECOME AN EXPERT. THEN FACILITATE A PRODUCTIVE CONVERSATION.

74. http://youtu.be/4xU-rJNgoWU Don’t be bloody guy.

75. Todd Zenger, What is the Theory of Your Firm? Harvard Business Review, June 2013 | Illustration Copyright Disney, 1957

76. VISUAL AGENDA The 24 hour circle represents the meeting length Time-on-task is scaled against that length

77. Draw or write where everyone can see Summarize and synthesize Prepare visuals   in advance PUBLIC  RECORDING

78. @kevinmhoffman   CRITICAL IDEAS WILL BE LOST  IF YOU DON’T ENGAGE VISUALLY.

79. @kevinmhoffman   VISUALLY   REPRESENT AGENDA,  CONFLICTS &   KEY DECISIONS.

80. Neutral, informed facilitation Use visuals for agendas, conﬂicts, decisions, and concepts 2WAYS TO PROVIDE   ACCESS TO PROCESS

81. Transparency About Risks

82. Transparency About Risks

83. “Digital SWAT   Team Leader”  Chief Digital Officer,   Harvard University Boston, MA Perry Hewitt

84. “Focus relentlessly.”

85. @kevinmhoffman   SHORTER & MEASURABLE EXPERIMENTS   FOCUS ON   RESULTS.

86. ! Our initial customers will be ________________________. ! The #1 value a customer gets out of our service is ________________________. ! We will acquire a majority of our customers through ________________________. ! Our primary competition is ________________________. ! (We will beat them by ________________________.) ! Our biggest risk is ________________________. ! What assumptions do we hold that if proven wrong, could cause the product to fail? ! 1. ________________________ 2. ________________________ ! 3. ________________________ 4. ________________________ Ask everyone in the room these questions Write their answers on the wall. ! Our initial customers will be ________________________. ! The #1 value a customer gets out of our service is ________________________. ! We will acquire a majority of our customers through ________________________. ! Our primary competition is ________________________. ! (We will beat them by ________________________.) ! Our biggest risk is ________________________. ! What assumptions do we hold that if proven wrong, could cause the product to fail? ! 1. ________________________ 2. ________________________ ! 3. ________________________ 4. ________________________

87. Assume that discounts are a critical value proposition. People don’t care about content.

88. Rapid acquisition - people cared about the content, but No conversion -   not a single user became a member 2KEY FINDINGS

89. People do care about the content. Yay!

90. Discounts are not sufficient to initiate membership. Um… People do care about the content. Yay!

91. We’d only used of the project budget. 2 %5

92. @kevinmhoffman   OBSERVATIONS & METRICS ARE   STRATEGY   SIGNPOSTS.

93. Transparency About Outcomes

94. http://kevinmh.co/m/7h

95. Open weekly meeting Share interesting data points Changed direction on current projects Lead to new features and even products Data Nerd Lunch

96. “Sharing is inﬂuence.”

97. Focuses interest Changes culture  2ASPECTS TO   TRANSPARENCY

98. Co-designed

99. Designed Meetings Access to Process Transparency About Risks & Outcomes 3BUILDING BLOCKS of CO-DESIGN

100. You are a guide for doing this better.

101. Be deliberate. Play together.

102. Thank you! @kevinmhoffman sevenheadsdesign.com kevinmhoffman.com

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