an army of one? a nation of millions? collaboration is not the key, it's the keystone

ARMY OF ONE?NATION OF MILLIONS?Collaboration is not the key, it’s the keystone

WHO IS HAPPY COG?Small, dedicated teams

WHO IS HAPPY COG?Innovation & Education

THE BOOK THAT STARTED IT ALLDesigning With Web Standards

WRITINGA List Apart

CONFERENCEAn Event Apart

PUBLISHING (MORE BOOKS)A Book Apart

WHO IS HAPPY COG?Collaboration

Experience Director@kevinmhoffman

KEVIN M. HOFFMAN

EST.1972

‣ Strategy

‣ Requirements

‣ User Research

‣ Information Architecture

‣ User Interface Design

‣ Heuristics (Best Practices)

‣ Content Strategy

‣ Editorial Direction

What I Do:

‣ Write articles

‣ Speak at events and

conferences

(like this one)

‣ Communications

Briefs

‣ Meeting Agendas

‣ Sitemaps

‣ Research Activities

and Reports

‣ Personas

‣ Wireframes

‣ Usability Testing

and Reports

What I Create:

‣ Content Inventory

‣ Editorial Guidelines

‣ User Flows

‣ Business Process

‣ UX Tweets from

@happycog every

Tuesday

Creative Director@ccashdollar

CHRISTOPHER J. CASHDOLLAR

EST.1977

‣ Lead the design team

‣ I make the pretty, too

‣ Team up with the client to set

the tone for the project

‣ Develop the creative strategy

‣ Write / speak / teach

What I Do:

‣ Design-focused workshops

‣ Creative Briefs

‣ Sketching / brainstorming

sessions

‣ Semi-coherent design-

related Tweets for

@happycog every Thursday

What I Create:

‣ Website Design

‣ User Interface Design

‣ Logos

‣ Style Guides

‣ Illustrations

OUR PROCESS

AOur Phases

PROJECTDEFINITION

INFORMATIONARCHITECTURE

VISUALDESIGN DEVELOPMENT

BA Processcould be...

CREATIVEBRIEF

SITEMAP &WIREFRAMES

PROTOTYPE

“VIP” PAGEDESIGN

TEMPLATE &CMS

CREATIVE CONCEPTS

TESTING

QA & REFINEMENT

USER RESEARCH

KICKOFFWORKSHOP

DESIGNBLITZ

COLLABORATIVE

FLEXIBLEITERATIVE

COur Process Values

COLLABORATIVE

FLEXIBLEITERATIVE

COur Process Values

COLLABORATIVE

FLEXIBLEITERATIVE

COur Process Values

CHALLENGE CULTURE‣ E-commerce

‣ Highly customized,

infinite variations

‣ Endless pathways for

upsell

‣ Aggressive deadlines

‣ Bottom line driven

decisions

‣ Many vendors, but

one project

ACollaboration Pairing:

‣ Leadership involvement early in

process

‣ Extended “no meeting” work

periods in tight collaboration

‣ Collaborative, sprint based

design activities

Project Definition/Information Architecture

Fast results

HAVE A COST

GEORGETOWNUNIVERSITY

CHALLENGE CULTURE‣ Public (but also

internal) audiences

‣ Strong, historic

identity in transition

‣ Reengineer an

organizationally

based-site to a news

and messaging site

‣ Political... but what does

that really mean?

‣ B-52 (bombers, not

band): Powerful

stakeholders outside of

the process

‣ Siloed information and

solutions

AUDIENCES & CLIENTS

‣ Early, open discussion with

focused meeting outcomes

‣ Guerilla, cross-sectional

audience research - what ties

them together?

‣ New solutions to old problems

What is a wireframe?

Wireframes provide a presentation of the hierarchy of

items present on the page, and an overview of what will

and won't have persistence throughout the site, when it

will persist, and why.

Wireframes are not meant to provide any strict guidelines

for visual design, and a visual designer will significantly

deviate from the visual appearance and layout when

executing them.

HIERARCHYPERSISTENCE

NOTVISUAL DESIGN

—ELLIOT JAY STOCKS, DESIGNER

Honestly, I'm shocked that in 2010 I'm still coming across 'web designers' who can't code their own designs. No excuse.”

—RYAN CARSON, ENTREPRENEUR

'UX Professional' is a bullshit job title. It's just a way to over-charge naive clients. All web designers should be UX pros”

“SWISS” DESIGNPracticing neutrality

Georgetown University Wireframes Version 3.0.graffleHome Page

Creator: Happy Cog | Modified: Wed Sep 15 2010 | Page 2/29

Logo/branding (link to home page)

Suggested topic Search

Photograph browser/video/audio player

Welcome to Georgetown University

Events Calendar | Faculty & Office Directory | Maps & Directions | Latest Sports Scores

Plan a Visit | Make a Gift | Contact Us | Work For Us

Our Schools

Topic Title

Topic statement wouldgo here. Topic statementwould go here.

Teasermm/dd/yy at hh:mm, PM

Full Length Story Title

Topic Title Topic Title Topic Title Topic Title

OURDESIGNTEAM

Collaboration Pairing:

DRAW. DRAW QUICKLY.

ITERATE RAPIDLY.

Rules need to be understood

TO BE BROKEN

Prepare bombing

CONTINGENCIES

HAPPY COG

CHALLENGE CULTURE‣ Agency got no blog!

‣ Strong existing

presence on the web

(ALA, AEA,

Zeldman.com)

‣ Happy Cog is more

than Jeffrey

‣ Given license, we’d like to

expand more than contract

‣ Three different offices with

different voices and

different design

approaches

‣ Everyone wants to be

involved

THE BOSSES

CAN WEUSE THE TWITTER?

‣ Given the mandate

“use Twitter.”

‣ Experiment.

Try something different.

Actual ProcessAs close to agile as Happy Cog is going to get.

A FRONT-END DEVELOPER

THIS IS BRIAN WARREN.

Use deliverables for

DISCUSSION

That whole details and

DEVILS THING

CITY OF PHILADELPHIA

CHALLENGE CULTURE‣ We (need to re) build

this city (brand)!

‣ Content? We got it!

In fact, we got too

‣ Who is this site for

again?

‣ Visual thinkers, with great

photography and content

‣ More prone to thinking

about ad campaigns than

websites

‣ Keeping up with the

Jonesez

RESEARCHSUBJECTS (WHO ARE ALSODESIGNERS)

GOALS Increase the number of people from outside

the Philadelphia area that choose to book a

weekend stay through one of the offered

hotel specials.

GOALS Increase the number of people from outside

the Philadelphia area that choose to book a

weekend stay through one of the offered

hotel specials.

1Facilitate awareness of events, destinations,

and attractions to both Philadelphia residents

and non-residents equally.2

‣ Things to Do

‣ Places to Stay

‣ Special Offers

‣ Travel Tools

‣ Philly Favorites

‣ Your Philadelphia

‣ What’s New

‣ Events Calendar

‣ Itineraries & Tours

‣ Countryside

‣ Photos & Multimedia

‣ Our Sponsors

Mental Models

• “Aligning Design Strategy with Human Behavior”

•by Indi Young, available at RosenfeldMedia.com or the books are sold on the internet

Where is the “context?”

Constraint?

Limited research budget & predetermined scope.

SOLUTION?

Existing research +

USE DESIGN TEAMAS GUINEA PIGS

What is your personal process

for planning a regional,weekend trip?

‣ How did it first occur to you to

take a weekend or overnight

‣ How did you select a

destination?

‣ What did you do to select your

mode of transportation/what

did you select?

‣ What did you do before you

‣ What did you do on the way?

‣ What did you do when you

first arrived?

‣ What did you do while you

were there?

‣ What did you do before you

‣ What did you do on the way

‣ What did you do when you got

home, related to your trip?

RESEARCH QUESTIONS

Sticky Notes!

LEGEND

Alignment Diagram for GPTMC WideChoosing Mode of Transportation

Consider cost Consider comfort & convenience

How much stuff I needed to take

Parking costs and

convenience

Ease of getting around

Cost of gas Ease of public transportation

Price of airfare

Price of train

Price of car rental

Total travel time

Flight distance

Distance from home

Time duration of trip

Weather at destination

Flight distance

Parking costs and

convenience

Getting Here (Travel Tools)

Weather (Travel Tools)

Getting Around (Travel Tools)

Travel to Destination

Eating & sustenance

Travel & wayfinding

Found parking

Stop for meals

Stop for snacks/drinks

Stop at rest stops

Passing time

Used GPS

Read book

Caught up on work

Watched DVD online

Stopped at

unexpected

roadside attraction

Sending communications

Checked bag at airport

Parked at airport

Took train from airport

Stop for gas

Stop to use the restroom

Waited in a security line

Purchased road map

Check local traffic

Pick up rental car

Pay tolls

Text friends en route

Wayfinding

Travelling

View on Map (Itineraries)

Reminder e-mail for meetup

Mapping Social Networking

Plan Your Trip: Car Rentals

Arrival at Destination

Setup Orientation & wayfinding

Eating & sustenance

Planning & communications

Check into hotel

Unpacked bags

Changed clothes

Asked for bathroom

Pick up car

Took subway airport to city

Buy a snack

Contact my friend

to meet me

Read services book in hotel room

Took cab to an event

Asked concierge

for close by drug/

convenience store

Got directions to first destination

Used bathroomContacted home to

alert them of arrival

Stretch

Take of seat belt

Lie down

Take a nap

Check e-mail

Attractions

Stopped at

unexpected

roadside attraction

Social Networking

Things to Do

Plan Your Trip: Attractions

Mapping

Choosing Regional Travel

Research Attracted by destination

Invited by friend Interested in gallery opening

Interested in band/concert

Interested in broadway show

Had to go to a wedding

Wanted activity offered by that geography

Visit family

Revisit location enjoyed on previous trip

Suggested by friend

Saw magazine advertisement

Purchased a travel book

Read travel rel. local news

Researched local

destinations

Received email

recommendation

Recommendation

from trusted friend

Spontaneous choice

Spontaneously decided to travel

Interested in events

Interested in amenities

Friends, family & coworkers

Self-guided

Things to Do (E-mail)

Things to Do Events Calendar

Things to Do

Tours & Activities

Newsletter Signup

Trip Preparation (continued)

Preparation & packing Life management

Contacted friends

at destinationMade lists of things to bring

Call friends to confirm meet up plans

Made a playlist on iPod

Contacted babysitter

Cleared digital camera

Bought new camera

Bought clothes Packed suitcase

Packed clothesPurchased toothpaste/toiletries

Packed diapers

Purchased snacks for car

Answered emails

Turned on out of office assistant

Planning Packing

Purchases

Work & family

Sendingcommunications

Social Networking

Topic (2)

Mental space (3)

Category (4) Category (4)

Could be done online

Only done online

Cannot be done online

Important

Very Important

Somewhat important

Proposed content

Existing content

Existing page stack

Proposed page stack

Existing application

Proposed application

External Application

Secured application

Title: Alignment Diagram for GPTMC Wide | Modified: Thu Jan 08 2009 | Page 1/8

Trip Advisor Reviews

Philly Fun Guide

Choosing a Destination

Attracted by destination Economizing

Family/couple activities

Looked for shopping

Research

Self-guided

Interested in amenitites

Research

information online

Number of friends'

recommendations

Considered how many people I know there*

Looked for rural location

Looked for urban location

Wanted to see family

Area renowned for

certain activity

Looked for regional

bed and breakfasts

Chose a specific

museum

Looked for warm climate

Wanted to see certain exhibit

Wanted to see friends in the area

Compared costsCan be reached

w/o travel time

affecting free time

Looked for train accessability

Save time

Save money

Events Calendar

Things to Do Special Offers

Hotel Packages (Places to Stay)

Things to Do

Newsletter Signup

Philly Fun Guide

Trip Preparation

Travel & lodging Itinerary creation

Booked flight

Booked train ticket

Booked hotel

Researched plane fares

Booked rental car

Researched train fares

Compare prices on Expedia

Compare prices on Orbitz

Compare prices on Travelocity

Asked for friends'

recommendations

Read reviewsGet friend hotel

recommendation

Get friend food

recommendationPurchased event tickets

Checked weather

conditions

Researched

restaurants by hotel

Looked online for restaurants

Made restaurant reservations

Researched hotels

Researched bed

and breakfasts

Researched

parking near airport

Researched

parking near train

station

Read reviews

Research lodging

Research travel

Tickets & booking

Events Attractions

Dining

Read reviews

Asked for friends'

recommendations

Asked for friends'

recommendations

My Trip Itinerary Builder

Itineraries & Tours (Things to

Bed & Breakfasts

(Places to Stay)

Philadelphia Hotels (Places

to Stay)

Parking Information

(Travel Tools)

Do)Plan Your Trip: Car Rentals

Plan Your Trip: Hotels

Dining & Food

Hotel Widget

Open Table

Experiencing the Destination

Setting up"home base"

Unpacked bags

Changed clothes

Downloaded

pictures to laptop

Visiting attractions

Toured winderies

Shop Look up directions

on iPhone

Go to museum

Saw a musical/broadway show

Went bowling

Went dancing

Went snowboarding

Went gambling

Went surfing

Went swimming in ocean

Took a walk around the city

Went hiking

Went camping

Took a city tour

Went to art gallery

Got on subway to Brooklyn

Transferred to bus due to construction

Took subway back to hotel

Researched shoes online

Called a friend because I got lost

Took a cab ride

Wayfinding

Attractions

Attending events

Went to a concert

Attended event meeting

Attended after parties

Attended convention/conference

Spoke at conference

Look up directions

on iPhone

Took a cab ride

Wayfinding

ProfessionalEvents

LeisureEvents

Mapping

Events Calendar

Things to Do

Countryside (Travel Tools)

MappingPhilly Fun Guide

Experiencing the Destination (continued)

Passing time

Went swimming in pool

Played boardgames

Went to movie

Explore to take photos

Walked in Little Italy

Watched TV

Socializing

Text message

Met new people

Went to local bar

Talked on the phone

Met friend for coffee

Met friends

Met family

Dining & sustenance

Sleep Eat meals

Researched

mexican restaurant

online

Ate at nearby deli

Went out to dinner

Take a shower

Shaved

Spoke to locals for

restaurant

recommendation

Shop for clothes we

forgot to pack

Order breakfast from room service

Bought beer from bodega

Ate at local favorite restaurant

Rest and hygiene

Eating & dining

Getting Around On Foot (Travel

Tools)

Dining & Food (Things to Do)

Nightlife (Things to Do)

Things to DoOpen Table Twitter

AIM/SMS

Leaving the Destination

Departure business

Checked out

Called taxi

Passing time

Bought magazine for trip

Returned rental car

Packed bags

Checked bags

Checked into flight

Travel & wayfinding

Took cab to train station

Took cab to airport

Went to the airport

Turned on GPS for trip

Planned mini-exit

trip with Google

Went back to shop to buy that thing

Checked under hotel bed

Printed flight boarding pass

Purchased gift for son

Eating & hygiene

Grabbed food for trip

Grabbed coffee and bagels

Ate breakfast

Had business lunch

Called friends to

alert them of return

Called family to

Said goodbye to a friend

Mapping

Things to Do Social Networking

Open Table AIM/SMS

Return trip from destination

Travel & wayfinding

Monitored GPS while driving

Called homeListened to local traffic on radio

Tried not to fall asleep while driving

Called friends on

the way home

Stopped at place

we passed on the

Got a cab

Eating & resting

Stopped for meal

Passing time

Read a book

Catch up on email

Mapping

Social Networking

AIM/SMS

Post Trip Activities

Sharing information with friends

Enjoying trip items

Return home business Recovery

Slept at odd times from jetlag

Did laundryBalanced checkbook

Sent thank you card to host

Unpacked bagsTold friends about trip

Blog about trip

Reviewed notes

from business

meeting

Downloaded

pictures and

movies

Posted pictures to Flickr

Eat the food purchased in Little Italy

Recommended

restaurant to a

friend.

Emailed friends

Gave gifts purchased on trip

Personal business

Professional business

Social Networking

TripAdvisor Reviews

Flickr

Blogger, LiveJournal, etc.

What is an alignment diagram?

An alignment diagram is a tool that allows us to "align" our design strategy to specific aspects of

human behavior. For the purpose of this diagram, the human behavior we are exploring is the process

of deciding to take a weekend trip, and then executing that trip. The entire diagram can be laid out left

to right to be viewed in it's intended format.

The diagram consists of two major elements divided by an implied Horizon Line (1). The first element,

the mental model for the task of planning and executing a weekend trip, exists above the horizon line,

and is composed of Topics (2), which are then broken into Mental spaces (3). Within each mental

space, you may or may not have additional Categories (4), which are then broken into granular,

component tasks. Color and visual coding noted in the legend denote the importance of tasks to the

research participants and whether or not the task can be performed online, respectively.

Beneath the horizon line are current and proposed web content and applications as well as third party/

external websites that align vertically to the specific mental spaces and categories of tasks described.

The primary purposes of this diagram are to

1. Reveal gaps where the web experience could better support human behavior.

2. Begin to explore issues of information architecture, functionality requirements, and labeling.

3. Build a framework for a mental model of the activities the web site is intended to support.

It is important to note that an alignment diagram is a living document - there should never be a

"finished version." It's not unusual for an organization to revisit it's alignment diagram on a cyclical

basis to evaluate the fit of new content and functionality.

Is it done yet?

Research ProcessHorizon Line (1)

To construct this model, the researcher used an exploratory design exercise where Happy Cog

staff were asked to revisit their mental processes for any recent weekend trips they had planned

and executed.

Each participant broke down each step of their individual process into it's most simple, granular

tasks, and then as a group they evaluated the importance of each task relative to the other tasks

listed.

Mental model for

planning and

executing a

weekend trip

Proposed and

existing web content

and applications that

align with the tasks

and categories listed

above the line.

Alignment Diagram

LEGEND

Parking costs and

convenience

Price of airfare

Price of train

Price of car rental

Total travel time

Flight distance

Distance from home

Flight distance

Parking costs and

convenience

Eating & sustenance

Travel & wayfinding

Found parking

Stop for meals

Stop at rest stops

Passing time

Used GPS

Read book

Caught up on work

Watched DVD online

Stopped at

unexpected

roadside attraction

Parked at airport

Stop for gas

Purchased road map

Check local traffic

Pick up rental car

Pay tolls

Wayfinding

Travelling

Eating & sustenance

Check into hotel

Unpacked bags

Changed clothes

Asked for bathroom

Pick up car

Buy a snack

Contact my friend

to meet me

Asked concierge

for close by drug/

convenience store

Stretch

Take of seat belt

Lie down

Take a nap

Check e-mail

Attractions

Stopped at

unexpected

roadside attraction

Social Networking

Things to Do

Mapping

Visit family

Suggested by friend

Researched local

destinations

Received email

recommendation

Recommendation

from trusted friend

Spontaneous choice

Self-guided

Things to Do

Tours & Activities

Newsletter Signup

Contacted friends

Bought new camera

Packed diapers

Answered emails

Planning Packing

Purchases

Work & family

Social Networking

Topic (2)

Mental space (3)

Only done online

Important

Very Important

Somewhat important

Proposed content

Existing content

Existing page stack

Proposed page stack

Secured application

Philly Fun Guide

Looked for shopping

Research

Self-guided

Research

information online

Number of friends'

recommendations

Area renowned for

certain activity

Looked for regional

bed and breakfasts

Chose a specific

museum

w/o travel time

affecting free time

Save time

Save money

Events Calendar

Things to Do

Newsletter Signup

Philly Fun Guide

Trip Preparation

Booked flight

Booked train ticket

Booked hotel

Booked rental car

Asked for friends'

recommendations

recommendation

Get friend food

Checked weather

conditions

Researched

Researched hotels

Researched bed

and breakfasts

Researched

parking near train

station

Read reviews

Research lodging

Research travel

Tickets & booking

Events Attractions

Dining

Read reviews

Asked for friends'

recommendations

Asked for friends'

recommendations

Bed & Breakfasts

(Places to Stay)

to Stay)

Parking Information

(Travel Tools)

Dining & Food

Hotel Widget

Open Table

Unpacked bags

Changed clothes

Downloaded

pictures to laptop

Toured winderies

on iPhone

Go to museum

Went bowling

Went dancing

Went snowboarding

Went gambling

Went surfing

Went hiking

Went camping

Took a city tour

Went to art gallery

Took a cab ride

Wayfinding

Attractions

Attending events

Went to a concert

Spoke at conference

Look up directions

on iPhone

Took a cab ride

Wayfinding

ProfessionalEvents

LeisureEvents

Mapping

Events Calendar

Things to Do

Passing time

Played boardgames

Went to movie

Watched TV

Socializing

Text message

Met new people

Went to local bar

Talked on the phone

Met friends

Met family

Dining & sustenance

Sleep Eat meals

Researched

mexican restaurant

online

Ate at nearby deli

Went out to dinner

Take a shower

Shaved

Spoke to locals for

restaurant

recommendation

Shop for clothes we

forgot to pack

Rest and hygiene

Eating & dining

Tools)

AIM/SMS

Departure business

Checked out

Called taxi

Passing time

Returned rental car

Packed bags

Checked bags

Checked into flight

Travel & wayfinding

Took cab to airport

Went to the airport

Planned mini-exit

trip with Google

Eating & hygiene

Ate breakfast

Had business lunch

Called friends to

Called family to

Mapping

Open Table AIM/SMS

Travel & wayfinding

Called friends on

the way home

Stopped at place

we passed on the

Got a cab

Eating & resting

Stopped for meal

Passing time

Read a book

Catch up on email

Mapping

Social Networking

AIM/SMS

Enjoying trip items

Blog about trip

Reviewed notes

from business

meeting

Downloaded

pictures and

movies

Recommended

restaurant to a

friend.

Emailed friends

Personal business

Social Networking

TripAdvisor Reviews

Flickr

Is it done yet?

and executed.

listed.

Mental model for

planning and

executing a

weekend trip

Proposed and

above the line.

Alignment Diagram

LEGEND

Parking costs and

convenience

Price of airfare

Price of train

Price of car rental

Total travel time

Flight distance

Distance from home

Flight distance

Parking costs and

convenience

Eating & sustenance

Travel & wayfinding

Found parking

Stop for meals

Stop at rest stops

Passing time

Used GPS

Read book

Caught up on work

Watched DVD online

Stopped at

unexpected

roadside attraction

Parked at airport

Stop for gas

Purchased road map

Check local traffic

Pick up rental car

Pay tolls

Wayfinding

Travelling

Eating & sustenance

Check into hotel

Unpacked bags

Changed clothes

Asked for bathroom

Pick up car

Buy a snack

Contact my friend

to meet me

Asked concierge

for close by drug/

convenience store

Stretch

Take of seat belt

Lie down

Take a nap

Check e-mail

Attractions

Stopped at

unexpected

roadside attraction

Social Networking

Things to Do

Mapping

Visit family

Suggested by friend

Researched local

destinations

Received email

recommendation

Recommendation

from trusted friend

Spontaneous choice

Self-guided

Things to Do

Tours & Activities

Newsletter Signup

Contacted friends

Bought new camera

Packed diapers

Answered emails

Planning Packing

Purchases

Work & family

Social Networking

Topic (2)

Mental space (3)

Only done online

Important

Very Important

Somewhat important

Proposed content

Existing content

Existing page stack

Proposed page stack

Secured application

Philly Fun Guide

Looked for shopping

Research

Self-guided

Research

information online

Number of friends'

recommendations

Area renowned for

certain activity

Looked for regional

bed and breakfasts

Chose a specific

museum

w/o travel time

affecting free time

Save time

Save money

Events Calendar

Things to Do

Newsletter Signup

Philly Fun Guide

Trip Preparation

Booked flight

Booked train ticket

Booked hotel

Booked rental car

Asked for friends'

recommendations

recommendation

Get friend food

Checked weather

conditions

Researched

Researched hotels

Researched bed

and breakfasts

Researched

parking near train

station

Read reviews

Research lodging

Research travel

Tickets & booking

Events Attractions

Dining

Read reviews

Asked for friends'

recommendations

Asked for friends'

recommendations

Bed & Breakfasts

(Places to Stay)

to Stay)

Parking Information

(Travel Tools)

Dining & Food

Hotel Widget

Open Table

Unpacked bags

Changed clothes

Downloaded

pictures to laptop

Toured winderies

on iPhone

Go to museum

Went bowling

Went dancing

Went snowboarding

Went gambling

Went surfing

Went hiking

Went camping

Took a city tour

Went to art gallery

Took a cab ride

Wayfinding

Attractions

Attending events

Went to a concert

Spoke at conference

Look up directions

on iPhone

Took a cab ride

Wayfinding

ProfessionalEvents

LeisureEvents

Mapping

Events Calendar

Things to Do

Passing time

Played boardgames

Went to movie

Watched TV

Socializing

Text message

Met new people

Went to local bar

Talked on the phone

Met friends

Met family

Dining & sustenance

Sleep Eat meals

Researched

mexican restaurant

online

Ate at nearby deli

Went out to dinner

Take a shower

Shaved

Spoke to locals for

restaurant

recommendation

Shop for clothes we

forgot to pack

Rest and hygiene

Eating & dining

Tools)

AIM/SMS

Departure business

Checked out

Called taxi

Passing time

Returned rental car

Packed bags

Checked bags

Checked into flight

Travel & wayfinding

Took cab to airport

Went to the airport

Planned mini-exit

trip with Google

Eating & hygiene

Ate breakfast

Had business lunch

Called friends to

Called family to

Mapping

Open Table AIM/SMS

Travel & wayfinding

Called friends on

the way home

Stopped at place

we passed on the

Got a cab

Eating & resting

Stopped for meal

Passing time

Read a book

Catch up on email

Mapping

Social Networking

AIM/SMS

Enjoying trip items

Blog about trip

Reviewed notes

from business

meeting

Downloaded

pictures and

movies

Recommended

restaurant to a

friend.

Emailed friends

Personal business

Social Networking

TripAdvisor Reviews

Flickr

Is it done yet?

and executed.

listed.

Mental model for

planning and

executing a

weekend trip

Proposed and

above the line.

Alignment Diagram

LEGEND

Parking costs and

convenience

Price of airfare

Price of train

Price of car rental

Total travel time

Flight distance

Distance from home

Flight distance

Parking costs and

convenience

Eating & sustenance

Travel & wayfinding

Found parking

Stop for meals

Stop at rest stops

Passing time

Used GPS

Read book

Caught up on work

Watched DVD online

Stopped at

unexpected

roadside attraction

Parked at airport

Stop for gas

Purchased road map

Check local traffic

Pick up rental car

Pay tolls

Wayfinding

Travelling

Eating & sustenance

Check into hotel

Unpacked bags

Changed clothes

Asked for bathroom

Pick up car

Buy a snack

Contact my friend

to meet me

Asked concierge

for close by drug/

convenience store

Stretch

Take of seat belt

Lie down

Take a nap

Check e-mail

Attractions

Stopped at

unexpected

roadside attraction

Social Networking

Things to Do

Mapping

Visit family

Suggested by friend

Researched local

destinations

Received email

recommendation

Recommendation

from trusted friend

Spontaneous choice

Self-guided

Things to Do

Tours & Activities

Newsletter Signup

Contacted friends

Bought new camera

Packed diapers

Answered emails

Planning Packing

Purchases

Work & family

Social Networking

Topic (2)

Mental space (3)

Only done online

Important

Very Important

Somewhat important

Proposed content

Existing content

Existing page stack

Proposed page stack

Secured application

Philly Fun Guide

Looked for shopping

Research

Self-guided

Research

information online

Number of friends'

recommendations

Area renowned for

certain activity

Looked for regional

bed and breakfasts

Chose a specific

museum

w/o travel time

affecting free time

Save time

Save money

Events Calendar

Things to Do

Newsletter Signup

Philly Fun Guide

Trip Preparation

Booked flight

Booked train ticket

Booked hotel

Booked rental car

Asked for friends'

recommendations

recommendation

Get friend food

Checked weather

conditions

Researched

Researched hotels

Researched bed

and breakfasts

Researched

parking near train

station

Read reviews

Research lodging

Research travel

Tickets & booking

Events Attractions

Dining

Read reviews

Asked for friends'

recommendations

Asked for friends'

recommendations

Bed & Breakfasts

(Places to Stay)

to Stay)

Parking Information

(Travel Tools)

Dining & Food

Hotel Widget

Open Table

Unpacked bags

Changed clothes

Downloaded

pictures to laptop

Toured winderies

on iPhone

Go to museum

Went bowling

Went dancing

Went snowboarding

Went gambling

Went surfing

Went hiking

Went camping

Took a city tour

Went to art gallery

Took a cab ride

Wayfinding

Attractions

Attending events

Went to a concert

Spoke at conference

Look up directions

on iPhone

Took a cab ride

Wayfinding

ProfessionalEvents

LeisureEvents

Mapping

Events Calendar

Things to Do

Passing time

Played boardgames

Went to movie

Watched TV

Socializing

Text message

Met new people

Went to local bar

Talked on the phone

Met friends

Met family

Dining & sustenance

Sleep Eat meals

Researched

mexican restaurant

online

Ate at nearby deli

Went out to dinner

Take a shower

Shaved

Spoke to locals for

restaurant

recommendation

Shop for clothes we

forgot to pack

Rest and hygiene

Eating & dining

Tools)

AIM/SMS

Departure business

Checked out

Called taxi

Passing time

Returned rental car

Packed bags

Checked bags

Checked into flight

Travel & wayfinding

Took cab to airport

Went to the airport

Planned mini-exit

trip with Google

Eating & hygiene

Ate breakfast

Had business lunch

Called friends to

Called family to

Mapping

Open Table AIM/SMS

Travel & wayfinding

Called friends on

the way home

Stopped at place

we passed on the

Got a cab

Eating & resting

Stopped for meal

Passing time

Read a book

Catch up on email

Mapping

Social Networking

AIM/SMS

Enjoying trip items

Blog about trip

Reviewed notes

from business

meeting

Downloaded

pictures and

movies

Recommended

restaurant to a

friend.

Emailed friends

Personal business

Social Networking

TripAdvisor Reviews

Flickr

Is it done yet?

and executed.

listed.

Mental model for

planning and

executing a

weekend trip

Proposed and

above the line. Alignment Diagram

LEGEND

Parking costs and

convenience

Price of airfare

Price of train

Price of car rental

Total travel time

Flight distance

Distance from home

Flight distance

Parking costs and

convenience

Eating & sustenance

Travel & wayfinding

Found parking

Stop for meals

Stop at rest stops

Passing time

Used GPS

Read book

Caught up on work

Watched DVD online

Stopped at

unexpected

roadside attraction

Parked at airport

Stop for gas

Purchased road map

Check local traffic

Pick up rental car

Pay tolls

Wayfinding

Travelling

Eating & sustenance

Check into hotel

Unpacked bags

Changed clothes

Asked for bathroom

Pick up car

Buy a snack

Contact my friend

to meet me

Asked concierge

for close by drug/

convenience store

Stretch

Take of seat belt

Lie down

Take a nap

Check e-mail

Attractions

Stopped at

unexpected

roadside attraction

Social Networking

Things to Do

Mapping

Visit family

Suggested by friend

Researched local

destinations

Received email

recommendation

Recommendation

from trusted friend

Spontaneous choice

Self-guided

Things to Do

Tours & Activities

Newsletter Signup

Contacted friends

Bought new camera

Packed diapers

Answered emails

Planning Packing

Purchases

Work & family

Social Networking

Topic (2)

Mental space (3)

Only done online

Important

Very Important

Somewhat important

Proposed content

Existing content

Existing page stack

Proposed page stack

Secured application

Philly Fun Guide

Looked for shopping

Research

Self-guided

Research

information online

Number of friends'

recommendations

Area renowned for

certain activity

Looked for regional

bed and breakfasts

Chose a specific

museum

w/o travel time

affecting free time

Save time

Save money

Events Calendar

Things to Do

Newsletter Signup

Philly Fun Guide

Trip Preparation

Booked flight

Booked train ticket

Booked hotel

Booked rental car

Asked for friends'

recommendations

recommendation

Get friend food

Checked weather

conditions

Researched

Researched hotels

Researched bed

and breakfasts

Researched

parking near train

station

Read reviews

Research lodging

Research travel

Tickets & booking

Events Attractions

Dining

Read reviews

Asked for friends'

recommendations

Asked for friends'

recommendations

Bed & Breakfasts

(Places to Stay)

to Stay)

Parking Information

(Travel Tools)

Dining & Food

Hotel Widget

Open Table

Unpacked bags

Changed clothes

Downloaded

pictures to laptop

Toured winderies

on iPhone

Go to museum

Went bowling

Went dancing

Went snowboarding

Went gambling

Went surfing

Went hiking

Went camping

Took a city tour

Went to art gallery

Took a cab ride

Wayfinding

Attractions

Attending events

Went to a concert

Spoke at conference

Look up directions

on iPhone

Took a cab ride

Wayfinding

ProfessionalEvents

LeisureEvents

Mapping

Events Calendar

Things to Do

Passing time

Played boardgames

Went to movie

Watched TV

Socializing

Text message

Met new people

Went to local bar

Talked on the phone

Met friends

Met family

Dining & sustenance

Sleep Eat meals

Researched

mexican restaurant

online

Ate at nearby deli

Went out to dinner

Take a shower

Shaved

Spoke to locals for

restaurant

recommendation

Shop for clothes we

forgot to pack

Rest and hygiene

Eating & dining

Tools)

AIM/SMS

Departure business

Checked out

Called taxi

Passing time

Returned rental car

Packed bags

Checked bags

Checked into flight

Travel & wayfinding

Took cab to airport

Went to the airport

Planned mini-exit

trip with Google

Eating & hygiene

Ate breakfast

Had business lunch

Called friends to

Called family to

Mapping

Open Table AIM/SMS

Travel & wayfinding

Called friends on

the way home

Stopped at place

we passed on the

Got a cab

Eating & resting

Stopped for meal

Passing time

Read a book

Catch up on email

Mapping

Social Networking

AIM/SMS

Enjoying trip items

Blog about trip

Reviewed notes

from business

meeting

Downloaded

pictures and

movies

Recommended

restaurant to a

friend.

Emailed friends

Personal business

Social Networking

TripAdvisor Reviews

Flickr

Is it done yet?

and executed.

listed.

Mental model for

planning and

executing a

weekend trip

Proposed and

above the line.

LEGEND

Parking costs and

convenience

Price of airfare

Price of train

Price of car rental

Total travel time

Flight distance

Distance from home

Flight distance

Parking costs and

convenience

Eating & sustenance

Travel & wayfinding

Found parking

Stop for meals

Stop at rest stops

Passing time

Used GPS

Read book

Caught up on work

Watched DVD online

Stopped at

unexpected

roadside attraction

Parked at airport

Stop for gas

Purchased road map

Check local traffic

Pick up rental car

Pay tolls

Wayfinding

Travelling

Eating & sustenance

Check into hotel

Unpacked bags

Changed clothes

Asked for bathroom

Pick up car

Buy a snack

Contact my friend

to meet me

Asked concierge

for close by drug/

convenience store

Stretch

Take of seat belt

Lie down

Take a nap

Check e-mail

Attractions

Stopped at

unexpected

roadside attraction

Social Networking

Things to Do

Mapping

Visit family

Suggested by friend

Researched local

destinations

Received email

recommendation

Recommendation

from trusted friend

Spontaneous choice

Self-guided

Things to Do

Tours & Activities

Newsletter Signup

Contacted friends

Bought new camera

Packed diapers

Answered emails

Planning Packing

Purchases

Work & family

Social Networking

Topic (2)

Mental space (3)

Only done online

Important

Very Important

Somewhat important

Proposed content

Existing content

Existing page stack

Proposed page stack

Secured application

Philly Fun Guide

Looked for shopping

Research

Self-guided

Research

information online

Number of friends'

recommendations

Area renowned for

certain activity

Looked for regional

bed and breakfasts

Chose a specific

museum

w/o travel time

affecting free time

Save time

Save money

Events Calendar

Things to Do

Newsletter Signup

Philly Fun Guide

Trip Preparation

Booked flight

Booked train ticket

Booked hotel

Booked rental car

Asked for friends'

recommendations

recommendation

Get friend food

Checked weather

conditions

Researched

Researched hotels

Researched bed

and breakfasts

Researched

parking near train

station

Read reviews

Research lodging

Research travel

Tickets & booking

Events Attractions

Dining

Read reviews

Asked for friends'

recommendations

Asked for friends'

recommendations

Bed & Breakfasts

(Places to Stay)

to Stay)

Parking Information

(Travel Tools)

Dining & Food

Hotel Widget

Open Table

Unpacked bags

Changed clothes

Downloaded

pictures to laptop

Toured winderies

on iPhone

Go to museum

Went bowling

Went dancing

Went snowboarding

Went gambling

Went surfing

Went hiking

Went camping

Took a city tour

Went to art gallery

Took a cab ride

Wayfinding

Attractions

Attending events

Went to a concert

Spoke at conference

Look up directions

on iPhone

Took a cab ride

Wayfinding

ProfessionalEvents

LeisureEvents

Mapping

Events Calendar

Things to Do

Passing time

Played boardgames

Went to movie

Watched TV

Socializing

Text message

Met new people

Went to local bar

Talked on the phone

Met friends

Met family

Dining & sustenance

Sleep Eat meals

Researched

mexican restaurant

online

Ate at nearby deli

Went out to dinner

Take a shower

Shaved

Spoke to locals for

restaurant

recommendation

Shop for clothes we

forgot to pack

Rest and hygiene

Eating & dining

Tools)

AIM/SMS

Departure business

Checked out

Called taxi

Passing time

Returned rental car

Packed bags

Checked bags

Checked into flight

Travel & wayfinding

Took cab to airport

Went to the airport

Planned mini-exit

trip with Google

Eating & hygiene

Ate breakfast

Had business lunch

Called friends to

Called family to

Mapping

Open Table AIM/SMS

Travel & wayfinding

Called friends on

the way home

Stopped at place

we passed on the

Got a cab

Eating & resting

Stopped for meal

Passing time

Read a book

Catch up on email

Mapping

Social Networking

AIM/SMS

Enjoying trip items

Blog about trip

Reviewed notes

from business

meeting

Downloaded

pictures and

movies

Recommended

restaurant to a

friend.

Emailed friends

Personal business

Social Networking

TripAdvisor Reviews

Flickr

Is it done yet?

and executed.

listed.

Mental model for

planning and

executing a

weekend trip

Proposed and

above the line.

LEGEND

Parking costs and

convenience

Price of airfare

Price of train

Price of car rental

Total travel time

Flight distance

Distance from home

Flight distance

Parking costs and

convenience

Eating & sustenance

Travel & wayfinding

Found parking

Stop for meals

Stop at rest stops

Passing time

Used GPS

Read book

Caught up on work

Watched DVD online

Stopped at

unexpected

roadside attraction

Parked at airport

Stop for gas

Purchased road map

Check local traffic

Pick up rental car

Pay tolls

Wayfinding

Travelling

Eating & sustenance

Check into hotel

Unpacked bags

Changed clothes

Asked for bathroom

Pick up car

Buy a snack

Contact my friend

to meet me

Asked concierge

for close by drug/

convenience store

Stretch

Take of seat belt

Lie down

Take a nap

Check e-mail

Attractions

Stopped at

unexpected

roadside attraction

Social Networking

Things to Do

Mapping

Visit family

Suggested by friend

Researched local

destinations

Received email

recommendation

Recommendation

from trusted friend

Spontaneous choice

Self-guided

Things to Do

Tours & Activities

Newsletter Signup

Contacted friends

Bought new camera

Packed diapers

Answered emails

Planning Packing

Purchases

Work & family

Social Networking

Topic (2)

Mental space (3)

Only done online

Important

Very Important

Somewhat important

Proposed content

Existing content

Existing page stack

Proposed page stack

Secured application

Philly Fun Guide

Looked for shopping

Research

Self-guided

Research

information online

Number of friends'

recommendations

Area renowned for

certain activity

Looked for regional

bed and breakfasts

Chose a specific

museum

w/o travel time

affecting free time

Save time

Save money

Events Calendar

Things to Do

Newsletter Signup

Philly Fun Guide

Trip Preparation

Booked flight

Booked train ticket

Booked hotel

Booked rental car

Asked for friends'

recommendations

recommendation

Get friend food

Checked weather

conditions

Researched

Researched hotels

Researched bed

and breakfasts

Researched

parking near train

station

Read reviews

Research lodging

Research travel

Tickets & booking

Events Attractions

Dining

Read reviews

Asked for friends'

recommendations

Asked for friends'

recommendations

Bed & Breakfasts

(Places to Stay)

to Stay)

Parking Information

(Travel Tools)

Dining & Food

Hotel Widget

Open Table

Unpacked bags

Changed clothes

Downloaded

pictures to laptop

Toured winderies

on iPhone

Go to museum

Went bowling

Went dancing

Went snowboarding

Went gambling

Went surfing

Went hiking

Went camping

Took a city tour

Went to art gallery

Took a cab ride

Wayfinding

Attractions

Attending events

Went to a concert

Spoke at conference

Look up directions

on iPhone

Took a cab ride

Wayfinding

ProfessionalEvents

LeisureEvents

Mapping

Events Calendar

Things to Do

Passing time

Played boardgames

Went to movie

Watched TV

Socializing

Text message

Met new people

Went to local bar

Talked on the phone

Met friends

Met family

Dining & sustenance

Sleep Eat meals

Researched

mexican restaurant

online

Ate at nearby deli

Went out to dinner

Take a shower

Shaved

Spoke to locals for

restaurant

recommendation

Shop for clothes we

forgot to pack

Rest and hygiene

Eating & dining

Tools)

AIM/SMS

Departure business

Checked out

Called taxi

Passing time

Returned rental car

Packed bags

Checked bags

Checked into flight

Travel & wayfinding

Took cab to airport

Went to the airport

Planned mini-exit

trip with Google

Eating & hygiene

Ate breakfast

Had business lunch

Called friends to

Called family to

Mapping

Open Table AIM/SMS

Travel & wayfinding

Called friends on

the way home

Stopped at place

we passed on the

Got a cab

Eating & resting

Stopped for meal

Passing time

Read a book

Catch up on email

Mapping

Social Networking

AIM/SMS

Enjoying trip items

Blog about trip

Reviewed notes

from business

meeting

Downloaded

pictures and

movies

Recommended

restaurant to a

friend.

Emailed friends

Personal business

Social Networking

TripAdvisor Reviews

Flickr

Is it done yet?

and executed.

listed.

Mental model for

planning and

executing a

weekend trip

Proposed and

above the line.

LEGEND

Parking costs and

convenience

Price of airfare

Price of train

Price of car rental

Total travel time

Flight distance

Distance from home

Flight distance

Parking costs and

convenience

Eating & sustenance

Travel & wayfinding

Found parking

Stop for meals

Stop at rest stops

Passing time

Used GPS

Read book

Caught up on work

Watched DVD online

Stopped at

unexpected

roadside attraction

Parked at airport

Stop for gas

Purchased road map

Check local traffic

Pick up rental car

Pay tolls

Wayfinding

Travelling

Eating & sustenance

Check into hotel

Unpacked bags

Changed clothes

Asked for bathroom

Pick up car

Buy a snack

Contact my friend

to meet me

Asked concierge

for close by drug/

convenience store

Stretch

Take of seat belt

Lie down

Take a nap

Check e-mail

Attractions

Stopped at

unexpected

roadside attraction

Social Networking

Things to Do

Mapping

Visit family

Suggested by friend

Researched local

destinations

Received email

recommendation

Recommendation

from trusted friend

Spontaneous choice

Self-guided

Things to Do

Tours & Activities

Newsletter Signup

Contacted friends

Bought new camera

Packed diapers

Answered emails

Planning Packing

Purchases

Work & family

Social Networking

Topic (2)

Mental space (3)

Only done online

Important

Very Important

Somewhat important

Proposed content

Existing content

Existing page stack

Proposed page stack

Secured application

Philly Fun Guide

Looked for shopping

Research

Self-guided

Research

information online

Number of friends'

recommendations

Area renowned for

certain activity

Looked for regional

bed and breakfasts

Chose a specific

museum

w/o travel time

affecting free time

Save time

Save money

Events Calendar

Things to Do

Newsletter Signup

Philly Fun Guide

Trip Preparation

Booked flight

Booked train ticket

Booked hotel

Booked rental car

Asked for friends'

recommendations

recommendation

Get friend food

Checked weather

conditions

Researched

Researched hotels

Researched bed

and breakfasts

Researched

parking near train

station

Read reviews

Research lodging

Research travel

Tickets & booking

Events Attractions

Dining

Read reviews

Asked for friends'

recommendations

Asked for friends'

recommendations

Bed & Breakfasts

(Places to Stay)

to Stay)

Parking Information

(Travel Tools)

Dining & Food

Hotel Widget

Open Table

Unpacked bags

Changed clothes

Downloaded

pictures to laptop

Toured winderies

on iPhone

Go to museum

Went bowling

Went dancing

Went snowboarding

Went gambling

Went surfing

Went hiking

Went camping

Took a city tour

Went to art gallery

Took a cab ride

Wayfinding

Attractions

Attending events

Went to a concert

Spoke at conference

Look up directions

on iPhone

Took a cab ride

Wayfinding

ProfessionalEvents

LeisureEvents

Mapping

Events Calendar

Things to Do

Passing time

Played boardgames

Went to movie

Watched TV

Socializing

Text message

Met new people

Went to local bar

Talked on the phone

Met friends

Met family

Dining & sustenance

Sleep Eat meals

Researched

mexican restaurant

online

Ate at nearby deli

Went out to dinner

Take a shower

Shaved

Spoke to locals for

restaurant

recommendation

Shop for clothes we

forgot to pack

Rest and hygiene

Eating & dining

Tools)

AIM/SMS

Departure business

Checked out

Called taxi

Passing time

Returned rental car

Packed bags

Checked bags

Checked into flight

Travel & wayfinding

Took cab to airport

Went to the airport

Planned mini-exit

trip with Google

Eating & hygiene

Ate breakfast

Had business lunch

Called friends to

Called family to

Mapping

Open Table AIM/SMS

Travel & wayfinding

Called friends on

the way home

Stopped at place

we passed on the

Got a cab

Eating & resting

Stopped for meal

Passing time

Read a book

Catch up on email

Mapping

Social Networking

AIM/SMS

Enjoying trip items

Blog about trip

Reviewed notes

from business

meeting

Downloaded

pictures and

movies

Recommended

restaurant to a

friend.

Emailed friends

Personal business

Social Networking

TripAdvisor Reviews

Flickr

Is it done yet?

and executed.

listed.

Mental model for

planning and

executing a

weekend trip

Proposed and

above the line.

Choosing regional travel

‣ Research locations

‣ Attracted by destination

‣ Spontaneous choice

Choosing a destination

‣ Research amenities

‣ Economizing

Things To Do

Choosing regional travel

‣ Research locations

‣ Spontaneous choice

Choosing a destination

‣ Research amenities

‣ Economizing

Sitemap

Wireframes

Balance classification

WITH CONTEXT.

EXPLORE.Regardless of scope.

OURCLIENT

http://visitphilly.com

NOT ALL STORIES HAVE A HAPPY ENDING.

SIMPLE IS BETTER.

UNITED STATES HOLOCAUST MEMORIAL MUSEUM

CHALLENGE CULTURE‣ This is a huge,

complex organization;

it has no peer

‣ International reach

and value

‣ Wealth of content and

powerful message(s);

learning is a goal

‣ Passionate and committed

staff; all of them, at all

levels

‣ Some tension between

aspirational goals and

actual operations

‣ Limited, dedicated web

resources

LIKE,EVERYBODY. ALL THE PEOPLE.

‣ Clarification of the site strategy

within the museum strategy

‣ Align information structures

with persona mental models

‣ Content strategy (learners)

‣ Meeting design!

WHY MEETINGS?

MEETINGS SUCK.

MEETINGS ARE TOXIC

MEETINGSARETOXIC

AT 37 SIGNALS,TRADITIONAL

TO AGILESOFTWARE DEVELOPMENT.

DESIGNFRAMEWORK

MEETING

GROUPDECISION-MAKING

THE DYNAMICS OF

THE DYNAMICS OF DECISION-MAKING

NEW TOPIC

DECISIONPOINT

A UTOPIAN DYNAMIC OF GROUP DECISION-MAKING

LEADER IDEA GROUP MEMBER IDEA

NEW TOPIC

DECISIONPOINT

THE ACTUAL DYNAMIC OF GROUP DECISION-MAKING

NEW TOPIC

DECISIONPOINT

LEADER IDEA GROUP MEMBER IDEA

NEW TOPIC

DECISIONPOINT

DIVERGENTTHINKING

CONVERGENT THINKING

‣ Generating a list of ideas

‣ Free-flowing open discussion

‣ Seeking diverse points of view

‣ Suspending judgement

DIVERGENTTHINKING

CONVERGENT THINKING

‣ Sorting ideas into categories

‣ Summarizing key points

‣ Coming to agreement

‣ Exercising judgment

NEW TOPIC

DECISIONPOINT

NEW TOPIC

DECISIONPOINT

“GROAN ZONE”

NEW TOPIC

DECISIONPOINT

‣ Full participation

‣ Mutual understanding

‣ Inclusive solutions

‣ Shared responsibility

CORE VALUES

MAKE IT REAL!

PROCESSDESIGN

SOLUTION

PROBLEM

VISION SPACE

PATHWAYS TO ACTION MODEL

MAKE IT REAL!

OURCLIENT

BStandard Design Processusually is...

CREATIVE CONCEPTS

CLIENTREVIEW

WE ARE NOT DON DRAPER

BCollaborative Design Processcan be...

CREATIVECONCEPTS

CLIENTREVIEW

BCollaborative Design Processcan be...

CREATIVECONCEPTS

CLIENTREVIEW

SINGLE CONCEPTITERATION

C I R C L E O N E N U M B E R F O R E A C H S C A L E .

“How close will the new design be visually and typographically to the current print materials and branding?”

21 3 4 5 6 7 8 9 1 0

“Should the homepage use lots of visuals such as photography to express ideas or focus more on typography and headlines?”

V I S U A L S

21 3 4 5 6 7 8

W O R D S

N A M E

C O M P A N Y

Design Characteristics

R I G I D L Y A D H E R E T O C U R R E N T

S T Y L E S N O T C L O S E A T A L L

1 2 3 4 5 6 7 8 9 1 0

S O L E M N H O P E F U L

Should the new design feel solemn or hopeful?”“

The new site will feel

by showing

Let’s Play MadLibs

adjective

YEAH, OK. SO WHAT?

CAN YOU TELL A STORY ABOUT YOUR PROCESS?

“So, your process walks into a bar...”

GOOD IDEAS COME FROM ANYWHEREEven project managers!

COLLABORATION IS EXPENSIVEMake your meetings count!

BEING DOGMATIC IS FOR THE BIRDS“Find” the unique process needs for each project

Questions?

THANK YOU!

an army of one? a nation of millions? collaboration is not the key, it's the keystone

Design

design team

articles user interface

acollaboration pairing

creative strategy

visual designer

visual appearance

bullshit job title

challenge culture agency