spread it, split it & stack it - 3 methods for qualifying content
DESCRIPTION
Spread it, Split it & Stack it - 3 Methods for Qualifying Content. This the presentation I gave at the 2010 Big Design Conference In DallasTRANSCRIPT
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Ever find yourself staring at a blank sheet of paper?
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Populating a page requires qualification (Same goes for a book or a website)
What is the context of this collection of stuff? What is the source of the stuff? How should it be organized? How will maintenance be managed?
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What is the context of this particular collection of stuff?
AudienceWho will read this?
UsefulnessWhat will they do with it?
TimelinessWhen will they be reading it?
LocationWhere will they read it?
RelevanceWhy do they care?
Context will shape the information within it
Context
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What is the source of the stuff?
User GeneratedReviews, Editorials, Announcements
Corporate CommunicationAnnouncements, Mandates, Programs
IndustryCompetitors, Trends
TrainingPersonal Development, Applications?
AdministrationTools, Forms?
Content
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How will the content be organized?
Geographically Organizationally Discipline or Skill set Posting Date Topic
Organization
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How will the maintenance be managed?
Automated Content Management System Content Manager Role Criteria for Content
Maintenance
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3 Methods of Qualifying Content*
*before you EVEN get into page layout
Stack it
Split it
Spreadit
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• Travelocity• Texas Instruments • Dr Pepper• Radio City Entertainment
Been there
• Art Director• Information Architect• Consultant• Speaker/Lecturer• Author
Done that
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Spread it
Card Sorting
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Method #3: Spread it
Card Sorting
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“Card sorting is a great, reliable, inexpensive method for finding patterns in how users would expect to find content or functionality.”
- Donna Spencer
This is Donna. She literally wrote the book on Card Sorting (Rosenfeld Media – 2009)
Method #3: Spread it
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Manual Software
Method #3: Spread it
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Open SortWhat would you call this group?
Closed SortThis group is called _______
What items would go in this group?
Method #3: Spread it
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Once upon a time…
Method #3: Spread it
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• Items difficult to find• Not relevant to all users• Main content least used
Major Pain PointsMethod #3: Spread it
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Wireframe IMethod #3: Spread it
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Card Names & Descriptions
Method #3: Spread it
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Card Sort UI
Method #3: Spread it
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Card Names & Descriptions
Method #3: Spread it
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Drag
Method #3: Spread it
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Drop
Method #3: Spread it
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Repeat
Method #3: Spread it
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Repeat that bit too
Label
Method #3: Spread it
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If you must
Comment
Method #3: Spread it
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The Data
Method #3: Spread it
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1
3
2
3
Most used
Essentially the sa
me
Close variations
Collective trend
Trend Cloud
Method #3: Spread it
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Wireframe II
Method #3: Spread it
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This I need often
This not so much
Final Development
Method #3: Spread it
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Split it
Context Targeting
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Cool Feature!
Goal
How closely does this feature support the goal?
Method #2: Split it
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Extraneous
Ancillary
Corollary
Required
Method #2: Split it
First level validation of user goal upon arrival to the site
Directly supports one of the primary user goals - strategic placement
Indirectly supports primary user goals - Peripheral
Does not directly or indirectly support primary user goals - Least emphasis
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Extraneous
Ancillary
Corollary
Required
Method #2: Split it
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Extraneous (4)
Ancillary(3)
Corollary (2)
Required (1)
NewAncillary
Establish User-centered hierarchy of existing page elements
Establish User-centered criteria for characterizing future page elements
Gain basis for determining elements that might be placed further down the path to better use real-estate on page
Outcomes
Method #2: Split it
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Stack it
Faceted Feature Analysis
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Raw Material • Business Requirements Document• Field Inquiry• Brainstorm• Competitive Analysis• User Stories• Existing Features
Method #1: Stack it
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Itemized list of
unqualified requirements
Method #1: Stack it
Make a list
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Business ValueWhat is the importance of this feature to the business goals of the project.
Making/Saving money
Rate the list: 3 Criteria
Method #1: Stack it
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Technical Ease of ImplementationWhat is the feasibility of the development of each feature. This can take in sophistication, amount of work or discovery.
Rate the list: 3 Criteria
Method #1: Stack it
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User ValueHow does this feature contribute to the goals of the user both internal and external.
Rate the list: 3 Criteria
Method #1: Stack it
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Ratings from 1 to 5 5 being highest
Rate the list: 3 Criteria
Method #1: Stack it
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QUALITY
COST
TIME
USER
BUSINESS
TECH
Least Flexibility Most F
lexibi
lity
X
XX
x3 x2 x1
Create a Flexibility Matrix
Method #1: Stack it
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Multiply the values in each column by their weight from the matrix
28
12
22
24
Sort on the weighted scores
x1 x2 x3
Map the matrix to the criteria
Method #1: Stack it
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Effort can be mapped directly to Cost or Time
Score the list
Method #1: Stack it
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Natural Cut-offPoint
Complete Solution
Alternative features, later phase
or discards
Sort the list
Method #1: Stack it
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Up for Negotiation
Fine tune the list
Method #1: Stack it
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Objectivity Using over-riding, agreed-upon constraints as the means of emphasis rather than personal influence.
So…What do you get?
Method #1: Stack it
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Project PlanningScope and estimates provide the basis for a project plan
But wait! There’s more!
Method #1: Stack it
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Mitigates ChurnReduces down-stream, second-guessing. There are fewer surprises.
But wait! There’s more!
Method #1: Stack it
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PoliticsFeatures rise or drop in the list on their own merit not because anyone knocked it down or ram-rodded it to the top.
But wait! There’s more!
Method #1: Stack it
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New boss
Client with 2 stated goals
• Marketing: Differentiate brands
• Business: Drive revenue
Boss’s suggestion doesn’t support goals
Can’t call boss stupid
Once upon a time…
Method #1: Stack it
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Stack-it
Content hierarchy
Split-it
Match content to goals
Spread-it
Expectations for
content
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Q&A