productized 2016 sandra fisher-martins
TRANSCRIPT
MAKE IT CLEARSandra Fisher-MartinsChief Clarity Officer | Claro
Productized 2016 21 October
clarity = find + understand + act
THECLARITY METHOD
Start with a purpose
Start with a purpose
1. What do you want to achieve?
“I want the designer to save the user some time.”
“I want the designer to cut down the number of clicks from 5 to 2.”
Start with a purpose
1. What do you want to achieve?
2. What do you need to do to achieve it?
• Provide a context• Justify a decision• Display alternatives and their
consequences• Give instructions or specify next
steps• Show advantages• Make recommendations• ...
Know your audience
Know your audience
1. Who are they?
Know your audience
1. Who are they?
2. What do they want to know?
Know your audience
1. Who are they?
2. What do they want to know?
3. What do they need to know?
Highlight your key messages
Highlight your key messages
1. What do you want your audience to remember?
“Payment encryption” or “Payment safety is a paramount requirement and should therefore be met by high standard product safety features”
“We encrypt your payments so your money is safe with us.”
Highlight your key messages
1. What do you want your audience to remember?
2. What is your main message?
Use their words
Use their words
1. Jargon may be OK
“With CPM where they are at the moment in this market, I know on advertising alone we’d break even.”
“Based on a quick and dirty heuristic evaluation we think the current UX will be lacking in consistency. Also, based on our user profiles we think that skeuomorphic is the wrong approach.”
Use their words
1. Jargon may be OK
2. Everyday words are probably better
“Our solutions reduce storage costs with de-duplication technology.”
“Our solutions save space on your disk by checking for data that is already backed up and ignoring it.”
Keep it short
Keep it short
1. Short documents
Keep it short
1. Short documents
2. Short paragraphs — 5 lines max
Keep it short
1. Short documents
2. Short paragraphs — 5 lines max
3. Short sentences — 25 words max
“ASICS Running clothing features iconic design and high performance running jackets, running tops, shorts and tights made with the latest ASICS technology including MotionDry to keep you cool when running in the heat and our waterproof and windproof MotionProtect
technology protects you when running in cold weather.”
“ASICS Running clothing features iconic design and high performance running jackets, running tops, shorts and tights. All are made with the latest ASICS technology including:• MotionDry to keep you cool when running in the heat • MotionProtect to waterproof and windproof you when
running in cold weather.”
Keep it short
1. Short documents
2. Short paragraphs — 5 lines max
3. Short sentences — 25 words max
4. Short words
1. Start with a purpose
2. Know your audience
3. Highlight your key messages
4. Use their words
5. Keep it short
THE CLARITY METHOD