digital strategy: don't believe the hype, it always depends (on research)
Post on 29-Nov-2014
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Russ Starke @RussStarke
Digital Strategy: Don’t Believe The Hype,
It ALWAYS Depends
Digital Strategy: Don’t Believe The Hype,
It ALWAYS Depends
Russ Starke @RussStarke
(On Research)
If You’re Doing “________”
!
You’re Doing It ALL WRONG!
“________” !
IS DEAD!
We need an app!
It MUST be responsive!
We need an app!
It MUST be responsive!
Make it so easy that my mother
could use it!
We need an app!
It MUST be responsive!
Make it so easy that my mother
could use it!
We need an app!
Make it flat!
Mobile first!
It MUST be responsive!
Make it so easy that my mother
could use it!
We need an app!
Make it flat!
Mobile first!
It MUST be responsive!
Gamify it!!!Make it so easy that my mother
could use it!
We need an app!
Make it flat!
http://www.uxblog.com/designthinking-a-useful-myth
Design Thinking: A Useful Myth
http://www.uxblog.com/designthinking-a-useful-myth
ReThinking Design Thinking
http://www.uxblog.com/designthinking-a-useful-myth
ReThinking Design Thinking
“OK, I take it back. !Well, some of it anyway.”
“…the essay should really be titled: Design Thinking: An
Essential Tool. Let me explain.”
Don’t Believe The Hype, It ALWAYS Depends
(On Research)
Nothing makes you a better strategist/designer than being
armed with research.
There’s no “I” in design.
Balance “would you?”
with “do you?”
Research:
Target Audience (Personas) Competitive Landscape
Analogues In Other Applications Similar Business Challenges & Solutions
OK, suit up! We’re goin’ to battle.
OK, suit up! We’re goin’ to battle.
Here’s your shield:
Why?
It must be responsive.
It must be responsive.
Why?
It must be responsive.
Why? That’s like,
the thing now, right?
It must be responsive.
Why? That’s like,
the thing now, right?
It must be responsive.
Why? It must be optimized
for a great user experience regardless of the device on which
it is accessed.
Responsive Design vs.
Responsive Web Design (RWD)
Responsive Web Design• Built on a fluid grid that
automatically flexes to screen widths
• Browser-based • Single code base; easy to propagate changes
RWD: When?• When the functionality (content &
workflow) is relatively consistent across devices
• When known use cases support it
• When dealing with potentially wildly varying usage and screen resolutions (often commercial)
Mobile first!
Mobile first!
Why?
Mobile first!
Have you seen the research?
Everyone’s gonna be pretty much mobile-
only in 5 years.
Why?
Mobile first!
Our strongest use case with our most
differentiated functionality is based around accessing
via Smartphone.
Why?
!
Mobile First Design Methodology
vs. Mobile First
Rollout Strategy
What is “mobile first design methodology”?
• Forces you to focus on only the essential content/features/functionality
• A way to drive usage of the Pareto principle, or the 80/20 rule
What is “mobile first rollout strategy”?
• Design optimized mainly for display and interaction on a Smartphone
(The desktop version is only a marketing
one-pager)
• May be a native application (or an m.dot URL)
We need an app.
We need an app.
Why?
We need an app.
Why?
I want to see a little thingie on my
phone with our logo on it.
We need an app.
Why?
We want to take advantage of the
robust features we can only get from
native apps!
What is a “native app”?!
!
• Separate code base for each supported operating system (OS)
App Store
Downloaded from the device’s
application store
Accessed via an icon on the Smartphone desktop
(not via a browser)
Native app: When?• HTML is closing the gap, but the
more of these you want, the more it points to native:
• Seamless integration with on-board hardware such as the camera, microphone, gyroscope
• Deep interaction with other on-board apps (contacts, email, camera)
• Robust offline usage and data/progress storage
• When use cases strongly support investing in the selected operating system(s)
The design should be ‘flat’.
Why?
The design should be ‘flat’.
Why? Apparently, Apple
just did that. They RULE.
The design should be ‘flat’.
Why? It should be clean, feel
current, and design flourishes shouldn’t obscure
workflow…reduced to its essential nature and not
“ornamental”.
The design should be ‘flat’.
What is a “Flat” design?Implied Depth Flat
What is a “Flat” design?Implied Depth Flat
Skeuomorphic
Innovate!
Why?
Innovate!
Why? The CEO yelled
this at me, so I’m yellin’ it at you!
Innovate!
Why? We should understand the current landscape, exploit the best ideas
and come up with some awesome new ones of
our own….
Innovate!
Why?
Innovate!
…but only if they’re in service
of business and user goals.
User Expectations
Gamify It!
Why?
Gamify It!
Why?
Gamify It!
I don’t get it, but it’s the only way we’re going to
keep the attention of those pesky “millennials”.
Why?
Gamify It!
Drive engagement using principles of human
motivational theory that have been true since we stopping living in caves.
What is “gamification”?
What is “gamification”?
• Built upon human motivational theory
• Competition and challenge
• “Leveling up” and unlocking
• Set completion and collecting
• Surprise and curiosity
Gamification: When?• When there’s a reason to
drive long-term, regular engagement (and a benefit for users, too)
• When it doesn’t get in the way of core user tasks/workflows
• When it’s well thought out and tested
Make it so easy my mother (or
4yo) could use it.
Why? Make it so easy my mother (or
4yo) could use it.
Why? Make it so easy my mother (or
4yo) could use it.
It literally has to be that simple, or
people won’t use it.
Why? Make it so easy my mother (or
4yo) could use it.
It literally has to be that simple, or
people won’t use it.
Make it drop-dead intuitive for the
INTENDED AUDIENCE.
Why? Make it so easy my mother (or
4yo) could use it.
Russ Starke @RussStarke
THANK YOU!
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