ona09 audience
DESCRIPTION
My segment of a panel discussion about audience development at ONA09 in San FranciscoTRANSCRIPT
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Steve Dorsey Detroit Free Press DME/Presentation + InnovationTwitter: @Dorsey
Advantages in qualitative research
Engaging with your audience
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IDEO: Human-centered design training in ’05 and ’08
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Human-centered
design: FAIL
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IDEO: Human-centered design
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IDEO: Human-centered designUNDERSTAND + OBSERVE
SYNTHESIZE
VISUALIZE (BRAINSTORM)
PROTOTYPE, EVALUATE, REFINE
IMPLEMENT
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Extreme
user
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Extreme
user
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Extreme
user
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Extreme
SPORTS
user
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Extreme NON-user
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Quantitative
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QuantitativeTrendsRepetition, habitDataDataDataRecordable, clean, demonstrable historyUltimately: Shallow
} Volume
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Quantitative Qualitative TrendsRepetition, habitDataDataDataRecordable, clean, demonstrable historyUltimately: Shallow
Extreme users give you unexpected uses, insightsMessy processUncertain outcomesUntestedCan be very quickLow-investmentPotentially: Deep
} Volume
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Disclaimer...Qualitative research does NOT replace metrics, analytics or quantitative studies — but it can ENHANCE them.
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RED ALERT!We are in trouble! Users don’t know WHERE content comes from! Worse — they don’t CARE!
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RED ALERT!
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RED ALERT!
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The Leap of Faith
You can learn something significant from as few as 10 or 12 subjects...
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The Leap of Faith
... The trick is picking the RIGHT 10-12 people, adequately defining the design challenge you seek to solve.
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Atmosphere in Detroit:Willingness for building-wide change coupled with massive news cycle...
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KilpatrickSaturday, October 3, 2009
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KilpatrickSaturday, October 3, 2009
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RedWings!Saturday, October 3, 2009
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RedWings!Saturday, October 3, 2009
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AutocalypseSaturday, October 3, 2009
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AutocalypseSaturday, October 3, 2009
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ObamaSaturday, October 3, 2009
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ObamaSaturday, October 3, 2009
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FinalFourSaturday, October 3, 2009
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FinalFourSaturday, October 3, 2009
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The IDEO philosophy gave us:
A process of changeA cross-divisional rally spotFreedom to ‘fail’
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But mostly...
Innovate.Iterate.Break it. Learn from it. (Repeat).
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Results?Michigan Six page
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Results?Permission to have a point of view
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Results?A newly defined mission: BE Detroit
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Twitter: @Dorsey
Thank you!
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