designing for digital: processes + planning for powerful solutions

Designing for Digital: Processes + Planning for Powerful SolutionsGirl Geeks Toronto Meetup

November 19th, 2013

Principal & Co-Founder

[email protected]

www.mitreboxuxd.com

Laura Baxter

www.mitreboxuxd.comMitreBox User Experience Design Inc.

Successful online products and experiences start with a deep understanding of stakeholder and user requirements.

By focusing on people, their activities, and the context of those activities, MitreBox User Experience Design works with organizations to create

digital media solutions that align business objectives with user expectations.


Navigate the complexities of digital media development with an understanding of: strategic planning activities and experience design methodologies, and how they intersect and contribute to the successful execution of digital media products.

What I am going to talk about...• The standard digital media project process

• Why it doesn’t work

• The importance of strategic planning

• A more collaborative approach

• What this really means

Processes + planning for powerful solutions


The standard digital media project process


The problem is


Mrs Right Now

How to spot them...• Wants everything done yesterday.

• Has no time to explain the details or provide clarity.

• No interest in understanding what others on the team actually do.

• Believes everything can be sorted out once it’s built.

• Often found eating lunch at her desk in an attempt to look busy.


Mr Reactive

How to spot them...• Is in a position of power (or the 'YES' man).

• Loses sight of the big picture in exchange for quick fixes.

• Focuses on the symptoms, instead of the root cause.

• Realizes there is a better way, but is not a risk taker.

• Often seen yelling at the barista if his latte has too much foam.


Miss No Budget

How to spot them...• Has seen something great and wants to emulate it.

• Wants the highest quality and the latest/greatest in everything.

• Does not understand or value the work involved.

• Is often elusive about budget and is shocked at proposed costs.

• Would rather drive a 1996 BMW, than a brand new Ford.


Mr Dream On

How to spot them...• Is often in a sales, marketing or business development role.

• Uses the latest catch phrase to describe solutions and results.

• Has no understanding or appreciation of technical limitations.

• Believes everything can be solved by talking to someone he knows.

• Easily distracted by shiny objects, puppies and his iPhone.


This is typically where you find them


Because they are leading the journey

• We often undervalue or ignore the importance of strategy and planning when starting a digital media project.

• It seems easier or more appealing to start at the design phase, and just figure things out as you go along.

This is far from the truth.


When strategic planning is ignored

• Digital media products are undertaken blindly based on a desire to utilize new technologies and follow the trends.

• The choices made and projects completed are often bad business decisions, costing organizations more than the small benefits achieved.

There is a better way.


A more collaborative approach is needed


User experience design fosters collaboration

UXDUXD


By identifying and addressing the needs of all project stakeholders upfront, you can make confident decisions, knowing the chosen solutions are targeted at solving the real project objectives.

Looking for insight into...• Stakeholder roles + responsibilities

• Project vision, objectives + opportunities

• Customers + users/audience

• Existing solution - content, features, functionality

• Desired solution - content, features, functionality

• Technology

• Processes + governance

• Barriers + challenges

• Timing + budget

Consultation + Strategy


Input comes from a variety of stakeholders including, the business owner; individual representatives from other departments (sales, marketing, PR, operations, legal, IT, etc.) as well as end users themselves.

Activities include...• Stakeholder workshops

• One-on-one and group stakeholder interviews

• Internal + user surveys

• Heuristics evaluation

• Competitive analysis

• Content review & evaluation

• Focus groups

• Usability testing

Consultation + Strategy


Consultation + StrategyKey outcomes and learnings are captured to define the project and desired outcomes from both the business and project perspective.

Concept specification includes...• Project overview

• Project rationale

• Project vision + objectives

• Measures of success

• User needs

• Content, features + functional requirements

• Technical requirements

• Strategic recommendations


By balancing content, technology, user interactions and the visual aesthetic of a product, an experience is created that accomplishes the objectives set out in the Consultation + Strategy phase.

Why it matters...• Online users are becoming more sophisticated

• Higher expectations + lower attention spans

• Users become frustrated when needs are not met

• Negative perception + lost opportunity

• Elevate products + content that deliver for users

• Move beyond internal goals + personal preferences

• Ensures no surprises occur during Development + Production

Architecture + Design


By combining a pragmatic approach with creative problem solving, digital products are fully realized and defined to create the blueprints for an exceptional digital experience.

Activities...• Personas + use cases

• Content strategy

• Information architecture

• Wireframes + functional specification

• Technical specification

• Creative direction + design

• Paper protoypes + user testing

Architecture + Design


Closely working with the development team during the Development + Production phase brings all elements from the strategy and design to fruition.

Why it matters...• Smooth transfer of all background knowledge

• Enables developers to fully implement the overall vision

• Helps ensure the success of a final product

Activities...• Technical hand-off

• Design integration review

• User acceptance testing

Development + Production


Unfortunately it cannot happen without

+

Appropriate time and budget is required to effectively complete the necessary strategic planning activities.


Thank you

Email - [email protected]

Phone - 647.478.6320

Web - www.mitreboxuxd.com

Twitter - @ellebeeTO

Linkedin - www.linkedin.com/in/laurabaxter