lifestyle-focus

the business side of the web strategies for success

How can you design an appropriate experience?

practical <------------> emotional

presented by kelly goto, gotomedia, inc.

lifestyle-focus

lifestyle-focus

lifestyle user experience
“I’m ready to try this out”
BRAND REPUTATION

More than usable: Are you emotionally attached? Do you think it is useful? Does it meet your needs? Can you integrate it into your life?
Just because something is usable Does not mean it is meeting your audience’s needs.

PERCEPTION INTERACTION

USABILITY/ USEFULNESS

LIFESTYLE

INTEGRATION
“this works for me”

“This works for me”

web 2.0
Beta.plazes.com

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Web Mashup - Housingmaps.com

delicious library

today’s session will cover: 1: positioning: who are you? 2: envisioning: where are you going? 3: planning: how will you get there? 4: targeting: who is your customer? 5: implementing: making it happen.

1: positioning
who are you?

“Become a master and ever-evolving student of design and your own unique brand of it. You have to have the skills to be viable, and continue growing all the time.”

terry marks

today’s web teams > freelance/independent contractor > small to medium design firms > in-house web design teams > web branch of existing design firm

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who are you?

independent designer ‘many hats’

who are you?

independent teams ‘satellites’

who are you?

structured team ‘web company’

who are you?

internal web team ‘web masters’

or division of design firm ‘offshoot’

who are you?

strategy & consulting

positioning

teams

information design

tip #1: DETERMINE YOUR BRAND VALUE and CORE SERVICE OFFERINGS. What will your company be known for and how will you differentiate yourself in the marketplace? If internal - how will you sell yourself to your peers? why: Offering a solid value proposition for your clients or company translates into revenue. Clear brand positioning is critical for long-term success.

visual design

production

3

positioning

the goal: How do we convey TRUST

The “brand” of a company is communicated through good user experiences time after time.

positioning
anti-trust

positioning

brand value:

what do you do best?

positioning

tip #2: DETERMINE STRENGTHS AND WEAKNESSES: are you a specialist or a generalist? why: This aids your positioning and service offerings and allows you to target specific project types and clients.

t uc od pr

se rv ic e

content

positioning

specialists targeted focus Specific expertise & experience Tends to stay on one path towards results Can do a few things really well

generalists broad focus Multi-disciplinary background Able to shift and change direction Can do “everything” pretty well

positioning

specialists

generalists

$ $$ $$$ $$$$
higher rate, focused work type

$ $$

$$ $$$

$ $$

lower rate; non-specific work type

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envisioning

tip #3: HAVE A CLEAR VISION for the type of company you want to be, and the goals you have for revenue, growth and clients/projects. why: Laying the foundation, establishing predictability in the marketplace and determining how scalable your business is will allow for proper planning and fewer surprises.

2: envisioning
where are you going?

envisioning

envisioning

current site 1.x updated/refreshed site (quarterly initiatives & testing) 1.1 >> 1.2 >> 1.3 >> 1.4 complete site redesign 2.x ongoing updates/refreshes 2.1 >> 2.2 >> etc. full content system in place 3.x

envisioning

Vision ‘Waterfall’ Map

envisioning

Q3: 2006 May June July August Sept Q4: 2006 October November December Q1: 2007

tip #4: Follow ITERATIVE DESIGN CYCLES for most effective focus and strategy. Develop quarterly goals and set up a method for residual income. why: planning for success means looking at the long term plan, and developing quarterly initiatives to meet the overarching goals. MAKE YOURSELF INDISPENSIBLE!

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envisioning

how will you get there?

3: planning

“Keep track of profit margins. A small to medium sized graphic design firm should show a 15-20% profit margin. Review your hourly rate and your productivity.” “Realize that most creative individuals are very ADD. (That is what makes them creative) Try not to distract them with menial information, as they are dealing with enough distractions on their own. Otherwise they will never finish their projects.”

business planning

mary fisher

business planning

profitability model 33% 33% 33%

tip #5: REDUCE OVERHEAD & RAISE PROFITIBILITY - concentrate on balancing passion for design with profitable projects. why: Designers want to work in a beautiful workspace, and often demand high rates and work they can dig their creative juices into. This does not always equal profitability.

contractors/ employees (target 30%)

overhead

profit

(target 30%)

(target 40%)

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business planning

business planning

establish project types

tip #6: ESTABLISH CLEAR PROJECT TYPES. Understand the ‘ideal’’ project for your team/company and the baited projects to avoid. Bigger is not always better. why: Large projects seem ‘sexy’ however often take more resources and time than expected. Find the sweet spot your team can handle. Break a project down into smaller pieces if necessary.

A B C D

$$$ $$ -- $$ -$ - $$$$

profit even loss disaster

business planning

business planning

estimating: time & resources
breakdown by team/individual

business development

$10k

$30k

$80k

$100k

$1k (~10 hrs)

$3k (~30 hrs)

$8k (~80 hrs)

$10k (~100 hrs)

what is doable and how much time should you spend? 10%? 20%?

business planning

estimating: time & resources
breakdown by task

business planning

clients and profits: software
www.clientsandprofits.com

* better for independents or small teams

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business planning

tip #7: TRACK YOUR HOURS why: Really, that’s it. Probably the most important tip you can use to help your business grow into success. Knowing how time is spent and developing patterns allow for planning and predictability.

business planning

track your hours daily if possible!

setting the stage

business planning

tip #8: ESTABLISH WORKFLOW that works for your team, and your project types. Keep it simple, and clear for both team and client. why: Communication and organization will streamline your process and help projects deliver on time and on budget.

www.functionfox.com - starting at $35/mo

setting the stage

setting the stage

tip #9: COMMUNICATE CLEARLY with your team and with the decision makers. Collect survey questions, write a communication brief, set up a central staging area. why: State goals up front, and help troubleshoot issues along the way and avoid confusion down the road.

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setting the stage

client survey

setting the stage

communication brief

worksheet downloadable at www.web-redesign.com

worksheet downloadable at www.web-redesign.com

setting the stage

staging page

who is your customer?

4: targeting

karl bischoff

“If you have been designing primarily in the print medium, do not assume that interactive folks (programmers, info architects, etc) are like you. They are not. You are probably right brain, they are probably left brain.”

implementing

tip #10: Develop a usability and research TOOLKIT for ongoing feedback and testing cycles. why: Empowering your team with usercentered research techniques will yield more effective design & development.

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implementing

expert analysis concept testing customer interviews usability testing

implementing

expert analysis concept testing customer interviews usability testing

focus groups

focus groups

card sorting contextual inquiry

verification testing

card sorting Contextual inquiry

verification testing

implementing

methods of contextual inquiry

Create an effective UCD

OBSERVE ethnography
1-on-1 or group Field observation of sociocultural phenomena Observing in natural environment 1 hour- many years

WATCH usability testing
1-on-1 Users complete representative tasks

ASK interviews
1-on-1 Questionnaire Brainstorming Conducted by Interviewer 1-2 hours

TALK focus groups
Typically 4-9 people Discussion about critical aspects

toolkit

Observer/Moderator

Moderator

1- 1.5 hours

1-2 hours

HOW PEOPLE LIVE
© gotomedia 2005

WHAT PEOPLE THINK

implementing

implementing

create personas

tip #11: Create audience profiles and usage scenarios. Conduct ethnographicbased research. why: Creating personas and real-life scenarios allows you to think ‘in the shoes’ of your target audience and design with them in mind.

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implementing

user profiling

implementing

contextual inquiry/ field research “deep hanging out”

“Don't hire people (or clients) you don't like. You're going to have to work with them.” “Spend your time rewarding the people who hired you, not chasing those who haven't.” “Analyze failures to pinpoint issues openly without assigning blame. Then fix them.”

5: implementing
making it happen.

“Dress up like rock stars cuz it's fun and chicks dig it.”

implementing

tip #12: STREAMLINE YOUR PROCESS Use INFORMATION DESIGN INTENSIVES to reduce the structure phase. why: Bringing all of the decision-makers into the process collaboratively saves a lot of time and back-and-forth.

implementing

carl smith

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implementing

site structuring card sorting

implementing implementing implementing

tip #13: Use BRAND BOARDS to quickly convey themes and put descriptors from the Communication Brief into visual format. why: Avoid using rounds of design directions to pacify a group of decision makers who don’t know what they are doing or what their brand vision is.

implementing

implememting

tip #14: TRACK and MEASURE. Use stats tools such as Google’s Urchin, or Hitbox to track effectiveness of initiatives. why: Without tangible information, your efforts are mere ‘shots in the dark.’

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track and measure

google analytics: urchin

get stats

Hitbox stats: show by color and % where people are clicking

http://www.google.com/analytics/

get stats

Alexa traffic details

we’ve run out of time!
www.alexa.com/trafficrankings

extra tips

brand spectrum

obstacle cards

REPRESENTATIONAL

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introducing café testing (low calorie - low cost)

“Be known for integrity and fairness no matter how others behave.” “Keep in touch and network. Everything is based on good relationships and communication.” “Keep profits and debt in balance. You'll always have more choices.”

resources

The Creative Business Guide to Running a Graphic Design Business
AIGA Center for Brand Experience http://aiga.org http://web-redesign.com

By Cameron S. Foote

resources

1. 2. 3. 4. 5. 6. 7. 8. 9.

Knowing what’s expected Materials & equipment Doing what I do best Recognition or praise My supervisor cares about me Someone encourages my development My opinions seem to count My company’s mission or purpose is clear Doing quality work

10. I have a best friend at work 11. Talk to me about my progress 12. Opportunities to learn and grow

resources

www.gotomobile.com

Ann Willoughby

café testing

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thank you!
this presentation can be found at: www.gotomedia.com/goto/success sign up for our quarterly newsletter on user experience and usability: www.gotomedia.com/gotoreport

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