collective 2016 – from analysis to synthesis: tools and techniques for discovery work
TRANSCRIPT
Tools and Techniques for Discovery WorkFrom Analysis to Synthesis
Kerry-Anne Gilowey Collective · Atlanta GA · 8 June 2016
@kerry_anne
Workshop overview
Image credit: www.flickr.com/photos/vegard
So many unknowns. Where do we even begin?
A toolbox, not a methodology.
Basic principles
1. DISCOVERY IS NOT A PHASE.
Uncomfortable with uncertainty? • Listen to Schrödinger’s IA: Learning to Love Ambiguity – tinyurl.com/ambiguity2013
• Slides: tinyurl.com/ambiguity-slides
RESOURCES
2. KNOW YOUR CONSTRAINTS.
3. BE CAREFUL WITH ASSUMPTIONS.
4. KNOW YOUR AUDIENCE AND YOUR ORGANISATION.
5. ALWAYS BE TAKING NOTES.
Recording apps • Easy Voice Recorder (Android – free) • Recorder Pro (iOS – $1.99)
RESOURCES
6. DON’T BELIEVE EVERYTHING YOU’RE TOLD.
Image credit: www.flickr.com/photos/audiolucistore
7. LOOK FOR PATTERNS.
8. BORROW TOOLS AND TECHNIQUES.
What can you learn from…
… systems analysts? … authors? … archaeologists? … talk show hosts?
Getting started
Our new project
Traditional publisher Creating a digital product Need our help with
content planning interaction design project steps a little bit of strategy
Discovery techniques
CHOOSEyour tools carefully
PRIORITISEyour discovery efforts
3 main activity types
3 main activity types
Workshops
3 main activity types
Workshops
Audit and analysis
3 main activity types
Workshops
Fieldwork
Audit and analysis
1. WORKSHOPS
Workshops are great for…
Workshops are great for…
Gathering a lot of info in a short period
of time
Workshops are great for…
Gathering a lot of info in a short period
of timePicking up on political issues
Workshops are great for…
Gathering a lot of info in a short period
of timePicking up on political issues
Checking that objectives and intentions are
shared
Workshops are great for…
Gathering a lot of info in a short period
of timePicking up on political issues
Checking that objectives and intentions are
shared Making sure you’re getting
the correct info
Business/ product
discovery
Core strategy
Business/ product
discovery
Core strategy
Business/ product
discovery
Governance
Core strategy
Business/ product
discovery
Governance
Terminology
Core strategy
Business/ product
discovery
Governance
Terminology
Challenges and
opportunities
Customer insights
Audience identification
Customer insights
Audience identification
Customer insights
Persona creation
Audience identification
Customer insights
Persona creation
Task identification and
prioritisation
Voice and messaging
Mad Libs
Voice and messaging
Content Mad Libs
RESOURCES
Get more info at content-workshops.com/toolbox/2015/3/content-mad-libs
Image credit: Sara Wachter-Boettcher
Mad Libs
Voice and messaging
Mad Libs
Voice and messaging
Messaging cardsort
Messaging card-sort
Messaging card-sort
1. Sort all the cards into two groups
Messaging card-sort
1. Sort all the cards into two groups2. Note and discard cards in the
“WE’RE NOT” pile
Messaging card-sort
1. Sort all the cards into two groups2. Note and discard cards in the
“WE’RE NOT” pile3. Loosely group the remaining
attributes
Messaging card-sort
1. Sort all the cards into two groups2. Note and discard cards in the
“WE’RE NOT” pile3. Loosely group the remaining
attributes4. Prioritise: choose your top 10
Mad Libs
Voice and messaging
Messaging cardsort
Mad Libs
Voice and messaging
Messaging cardsort
Live content audit
2. AUDIT AND ANALYSIS
Content inventory and audit
Some help from Content Insight • Audit tips: http://tinyurl.com/audit-tips • Content Audits and Inventories: A Handbook by Paula Ladenburg Land • Sign up at content-insight.com using the workshop promo code given to you, and get a free 5000-page block
RESOURCES
Analytics and site search logs
About analytics and site search • Google’s free Analytics Academy – analyticsacademy.withgoogle.com/ • Search Analytics For Your Site by Louis Rosenfeld – tinyurl.com/search-analytics
RESOURCES
Competitor analysis
MESSA
GIN
G
AN
ALYSIS
INDUSTRY
RESEARCH
SITE AND APP COMPARISONS
3. FIELDWORK
Audience surveys
Audience surveys • Survey software – surveymonkey.com • Coursera course on questionnaire design for surveys, by the University of Michigan – tinyurl.com/questionnaire-course
RESOURCES
Contextual discovery
CALL CEN
TRE
STUD
Y
CUSTOMER
OBSERVATIONSHADOWING
One-on-one interviews
STAKEHOLDERS
Interview both your
STAKEHOLDERS
and yourCUSTOMERS
Interview both your
Interview customers to…
Interview customers to…
Find out what information they need
Interview customers to…
Find out what information they need
Gain insight into their
worldview
Interview customers to…
Find out what information they need
Gain insight into their
worldview
Understand their context
Interview customers to…
Find out what information they need
Gain insight into their
worldview
Understand their context
Map their journey with your product
Interview stakeholders to…
Interview stakeholders to…
Understand workflow and
processes
Interview stakeholders to…
Understand workflow and
processes
Identify challenges
Interview stakeholders to…
Understand workflow and
processes
Identify challenges
Understand political and
cultural issues
Interview stakeholders to…
Understand workflow and
processes
Identify challenges
Understand political and
cultural issues
Build relationships
and trust
On to synthesis
Discovery artifacts
TERM LISTS, GLOSSARIES,
SHARED DEFINITIONS
Discovery artifacts
OWNERSHIP AND
AUTHORSHIP TABLES
TERM LISTS, GLOSSARIES,
SHARED DEFINITIONS
Discovery artifacts
WORKFLOW DIAGRAMSOWNERSHIP
AND AUTHORSHIP
TABLES
TERM LISTS, GLOSSARIES,
SHARED DEFINITIONS
Discovery artifacts
ORG CHARTS
WORKFLOW DIAGRAMSOWNERSHIP
AND AUTHORSHIP
TABLES
TERM LISTS, GLOSSARIES,
SHARED DEFINITIONS
Discovery artifacts
ORG CHARTS
WORKFLOW DIAGRAMSOWNERSHIP
AND AUTHORSHIP
TABLES MATRIX OF CONTENT
TYPES
TERM LISTS, GLOSSARIES,
SHARED DEFINITIONS
Discovery artifacts
ORG CHARTS
WORKFLOW DIAGRAMS
SIMPLE PERSONAS
OWNERSHIP AND
AUTHORSHIP TABLES MATRIX OF
CONTENT TYPES
TERM LISTS, GLOSSARIES,
SHARED DEFINITIONS
Discovery artifacts
ORG CHARTS
WORKFLOW DIAGRAMS
SIMPLE PERSONAS
OWNERSHIP AND
AUTHORSHIP TABLES MATRIX OF
CONTENT TYPES
TERM LISTS, GLOSSARIES,
SHARED DEFINITIONS
CUSTOMER JOURNEYS
Discovery artifacts
ORG CHARTS
WORKFLOW DIAGRAMS
SIMPLE PERSONAS
OWNERSHIP AND
AUTHORSHIP TABLES MATRIX OF
CONTENT TYPES
TERM LISTS, GLOSSARIES,
SHARED DEFINITIONS
MESSAGING SPREADSHEET
CUSTOMER JOURNEYS
Discovery artifacts
There is no “one right
way”.
Shared definitions
Workflow diagrams
From documentation.magnolia-cms.com/display/DOCS45/Workflow
Content type matrix
Simple personas
Customer journeys
Image credit: http://engagingplaces.net/2013/10/15/hbr-the-truth-about-the-customer-experience/
Messaging spreadsheet
Image credit: http://engagingplaces.net/2013/10/15/hbr-the-truth-about-the-customer-experience/
Analysing your notes
Analysing your notes
1. Highlight key issues and patterns
Analysing your notes
1. Highlight key issues and patterns2. Group related issues
Analysing your notes
1. Highlight key issues and patterns2. Group related issues3. Make connections explicit
Analysing your notes
1. Highlight key issues and patterns2. Group related issues3. Make connections explicit4. Consider priorities, choose artifacts
ORG CHARTS
WORKFLOW DIAGRAMS
SIMPLE PERSONAS
OWNERSHIP AND
AUTHORSHIP TABLES MATRIX OF
CONTENT TYPES
TERM LISTS, GLOSSARIES,
SHARED DEFINITIONS
MESSAGING SPREADSHEET
CUSTOMER JOURNEYS
Discovery artifacts
Analysing your notes
1. Highlight key issues and patterns 2. Group related issues 3. Make connections explicit 4. Consider priorities, choose artifacts 5. Write up a roadmap
Roadmap headings
• Stakeholders • Objectives • Current situation • Key challenges • Short-term strategy • Long-term strategy • Open questions
Analysing your notes
1. Highlight key issues and patterns 2. Group related issues 3. Make connections explicit 4. Consider priorities, choose artifacts 5. Write up a roadmap 6. Give your partner feedback
