Happy Cog @ AIGA Central PA

Pain Points in the Design Process
TELL ME WHERE
IT HURTS

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SERIOUSLY, WHO IS HAPPY COG?

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PROJECT DEFINITION & IA
GRAPHIC DESIGN
FRONT-END DEVELOPMENT
BACK-END DEVELOPMENT

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WHAT ARE PAIN
POINTS?
When the process breaks down

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‣ Not dogmatic, but
informed
‣ Develop tools to
address pain points
‣ Iterative &
collaborative
‣ It will never be done;
there will never be a
final version
HAPPY COG &
PROCESS

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COGNITION.HAPPYCOG.COM

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WE CAN’T DESIGN IT ALL
CAN WE SHARE DESIGN?
APPROVALS DON’T COME EASILY
MEETINGS PREVENT DESIGN WORK
CLIENTS DON’T UNDERSTAND WIREFRAMES
WE AREN’T FINISHING THE PROJECT
BTW, WE ALSO WANT MOBILE
DESIGN ≠ CODE
BAD WEB TYPOGRAPHY
NOT ENOUGH TIME OR MONEY THE CLIENT IS DETACHED SCOPE CREEP

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PAIN POINT
1
THE CLIENT IS
DETACHED
“(Crickets.)”

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How do
projects begin?

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‣ Communication
‣ Collaboration
‣ Understand-ation
WHAT MAKES A
PROJECT
SUCCESSFUL?
Practiced by
both
customer &
vendor!

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‣ Mis-communication
(or none)
‣ Working in a vacuum
(not literally, that
would suck!)
‣ Mis-understand-ation
WHAT MAKES A
PROJECT
FAIL?

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Is your customer detached?
Detached customers have sincere interest in
your project, but they don’t make it a priority.

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‣ Case Study: Project X
‣ Hold the customer
accountable
‣ Reiterate your
expectations
‣ Find a solution,
together
GET RE-
ATTACHED!

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‣ Define your
expectations at
project start
‣ Establish project roles
& accountability
‣ Use active voice in
verbal & written
communication
AVOID
DETACHMENT

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Q&A
A NOTE OF

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PAIN POINT
2
BTW, WE ALSO WANT
MOBILE
“And can you throw in a side of
Native App?”

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RESPONSIVE WEB DESIGN

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...OR YOU COULD DO NOTHING

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SIRI,
CAN YOU MAKE
THE SITE MOBILE-
FRIENDLY?”
“

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SINGLE SHOT,
ADAPTIVE
LAYOUT

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‣ Targeted to specific
screen size(s)
‣ Fixed, not fluid
‣ Fairly quick to
implement
ADAPTIVE

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Q&A
A NOTE OF

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PAIN POINT
3
CLIENTS DON’T
UNDERSTAND
WIREFRAMES
“Are these the fonts we’re using?”

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Practice neutrality

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What is a wireframe?
Wireframes provide a presentation of the hierarchy of
items present on the page, and an overview of what will
and won't have persistence throughout the site, when it
will persist, and why.
Wireframes are not meant to provide any strict guidelines
for visual design, and a visual designer will significantly
deviate from the visual appearance and layout when
executing them.

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Logo/branding (link to home page)
Suggested topic Search
Welcome to Georgetown University
About | Academics | Admissions & Financial Aid | Campus Life | Research | News
Events Calendar | Faculty & Ofﬁce Directory | Maps & Directions | Latest Sports Scores
Plan a Visit | Make a Gift | Contact Us | Work For Us
Our Schools
Topic Title
Topic statement would
go here. Topic
statement
would go here.
Teaser
mm/dd/yy at hh:mm, PM
Teaser
Teaser
Full Length Story Title
Topic Title Topic Title Topic Title Topic Title
hierarchy
persistence
not
visual design
+

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Our Schools
Topic Title
go here. Topic
statement
would go here.
Teaser
Teaser
Teaser
WIREFRAME
Look, there’s one right there!

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Our Schools
Topic Title
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statement
would go here.
Teaser
Teaser
Teaser

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Our Schools
Topic Title
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statement
would go here.
Teaser
Teaser
Teaser

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Our Schools
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statement
would go here.
Teaser
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Our Schools
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statement
would go here.
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statement
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Teaser
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Our Schools
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statement
would go here.
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statement
would go here.
Teaser
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statement
would go here.
Teaser
Teaser
Teaser

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Our Schools
Topic Title
go here. Topic
statement
would go here.
Teaser
Teaser
Teaser

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Photograph browser/video/audio player
Topic Title
go here. Topic
statement
would go here.
Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Lorem ipsum
dolor sit amet, consectetuer adipiscing elit. Fusce tristique. Lorem ipsum
dolor sit amet,.
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dolor sit amet,.
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dolor sit amet,.
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dolor sit amet,.
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dolor sit amet,.
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dolor sit amet,.
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dolor sit amet,.
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pellentesque feugiat lacus.
Praesent bibendum dui id diam. Morbi sem ipsum, gravida
vel, feugiat sed, tincidunt volutpat, mi. Duis a magna.
Suspendisse nisl tortor, accumsan eu, pellentesque nec,
molestie id, nunc.
In hac habitasse platea dictumst. Vestibulum purus augue,
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ess prominent.
n and Cue
9
his
sitors to share content via
mail/aim or online sharing
llows the ShareThis icon and
delines found at http://
m/.
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ptions
r to share this article via traditional
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Inline Tag Editing
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BUT THIS LOOKS AWFUL
In more ways than one...

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A Wireframing Case Study
GEORGETOWN

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Our Schools
Topic Title
go here. Topic
statement
would go here.
Teaser
Teaser
Teaser

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Our Schools
Topic Title
go here. Topic
statement
would go here.
dolor sit amet,.
Teaser
Teaser
Teaser
Related Department
Related Ofﬁce
Upcoming Events
Read the Full Story
Find Information Just For You What's this?
Privacy Policy | Copyright Information
Georgetown University 37th and O Streets, NW Washington D.C. 20057
Our Schools
Georgetown College
The Law Center (etc.)
University News
h:mm TT - h:mm TT
Location
Posted on mm/dd/yy
Teaser Title
Find Information Just For You
Prospective Undergraduate Stud
Prospective Graduate Students
Parents, Family, & Friends
Current Students
Faculty & Staff
Alumni (cont., see page 3)

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Our Schools
Topic Title
go here. Topic
statement
would go here.
dolor sit amet,.
Teaser
Teaser
Teaser
Related Department
Related Ofﬁce
Upcoming Events
Read the Full Story
Find Information Just For You What's this?
Privacy Policy | Copyright Information
Georgetown University 37th and O Streets, NW Washington D.C. 20057
Our Schools
Georgetown College
The Law Center (etc.)
University News
h:mm TT - h:mm TT
Location
Posted on mm/dd/yy
Teaser Title
Find Information Just For You
Prospective Undergraduate Stud
Prospective Graduate Students
Parents, Family, & Friends
Current Students
Faculty & Staff
Alumni (cont., see page 3)

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Q&A
A NOTE OF

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PAIN POINT
4
APPROVALS DON’T
COME EASILY
“Committees are AWESOME!!!!1! RIGHT?”

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6 ENTIRELY NEW DESIGNS
Then, 16 additional revisions.

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Working with our clients
Collaboration
SYSTEM
IMPLEMENTATION
REFINEMENT
EXPLORATION

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DESIGN VALUES

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C I R C L E O N E N U M B E R F O R E A C H S C A L E .
“How close will the new design be visually and typographically to
the current print materials and branding?”
2
1 3 4 5 6 7 8 9 1 0
“Should the homepage use lots of visuals such as photography to
express ideas or focus more on typography and headlines?”
V I S UA L S
2
1 3 4 5 6 7 8
W O R D S
9 1 0
“Should the new site design ﬁt visually in the same category as other
similar websites in this ﬁeld or should the design be groundbreaking
and create a new standard?”
A.
B.
C.
N A M E
C O M P A N Y
Design
Characteristics
R I G I D LY A D H E R E
T O C U R R E N T
S T Y L E S
N O T C L O S E AT A L L

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1 2 3 4 5 6 7 8 9 10
M O DE RN H I STOR I CA L
The new site will feel...

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3.5
Client

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3.5
Client Happy Cog
6.75

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MOOD BOARDS

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IMAGESPARK.COM

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EARLY COMPS

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DON’T TREAD ON MY BRAND

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Q&A
A NOTE OF

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PAIN POINT
5
SCOPE
CREEP
“Isn’t that what we agreed to?”

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‣ Describe what & how
‣ Begin as general
‣ Evolve with detail
‣ Apply to parts of a
system
‣ Apply to whole systems
‣ Are subjective
Requirements

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EVOLUTION

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‣ Distinguish the
“What” from the
“How”
‣ Revisit requirements
in project phase
‣ Build your quality
plan from
requirements
MANAGE
REQUIREMENTS
EVERY
PHASE

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‣ Problem
‣ Requirement constraints
caused by rigid CMS
‣ Impact
‣ Alter graphic design
approach to ensure
solution can be
implemented
‣ Solution
‣ Extend wireframe
artifact to illustrate
requirement constraints
GEORGETOWN:
PROJECT

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Q&A
A NOTE OF

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PAIN POINT
6
DESIGN ≠CODE
“Let the ﬁnger pointing begin.”

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1. DESIGN-TO-DEV HANDOFF

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AWESOME_HOMEPAGE_FINAL.PSD
“Here you go.”

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1. System Guidelines
2. Typefaces
3. Images
4. Flexible content
5. Progressive
Enhancement
DESIGN-TO-DEV
HANDOFF
MEETING

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2. DESIGN QA

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Q&A
A NOTE OF

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PAIN POINT
7
WE CAN’T
DESIGN IT ALL
“Wait, you don’t want to hand code 1000 pages?”

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SITE MAP

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“VIP” PAGES

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WIREFRAMES

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GREYBOXING

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‣ Full-Column “Hero”
‣ Primary Events
‣ Secondary News
‣ Secondary Events
‣ Donate Module
‣ Related Links
TEMPLATE A

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Page Title
NEWS & EVENTS
CENTERS & INSTITUTES
JOURNALS
RELATED LINKS
Page Title
JOURNALS
RELATED LINKS
Page Title
A B C
Page Title
NEWS & EVENTS
JOURNALS
RELATED LINKS
Page Title
JOURNALS
RELATED LINKS
Page Title
D E F

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REVISIT THE SITEMAP

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REVISIT THE SITEMAP
A

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REVISIT THE SITEMAP
A B

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REVISIT THE SITEMAP
A B
C

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REVISIT THE SITEMAP
A B
C
D
E
F
A A B
B B
B B
F
B
B
B
C
C
C
C
C
D
D
D
F F
C
C C
C
B
B
B
B
B
A A
D
D
F F
D
D
D
D
F F
B
B
B
B
B
C
C
C
C
C
C
C
C
C
C
C
C
C
C
D
D

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ID CHAIR CONCEPT
Vitra, 2011 http://www.vitra.com/en-no/office/
products/id-chair-concept/overview/

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PATTERN LIBRARY

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ZAPPOS

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EXTENDING THE BRAND

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Q&A
A NOTE OF

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PAIN POINT
8
MEETINGS PREVENT
DESIGN WORK
“Let’s schedule another meeting.”

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List item
THE
UNIVERSE
#ultimatemeeting

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THE DYNAMICS OF DECISION-MAKING
NEW
TOPIC
DECISION
POINT

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A UTOPIAN DYNAMIC OF GROUP DECISION-MAKING
LEADER IDEA GROUP MEMBER IDEA
NEW
TOPIC
DECISION
POINT

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THE ACTUAL DYNAMIC OF GROUP DECISION-MAKING
NEW
TOPIC
WTF?
WTF?
WTF?
WTF?
WTF?
WTF?
WTF?

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NEW
TOPIC
DECISION
POINT

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NEW
TOPIC
DECISION
POINT
DIVERGENT
THINKING
CONVERGENT
THINKING

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‣ Generating a
list of ideas
‣ Free-flowing
open discussion
‣ Seeking diverse
points of view
‣ Suspending
judgment
DIVERGENT
THINKING
CONVERGENT
THINKING
‣ Sorting ideas
into categories
‣ Summarizing
key points
‣ Coming to
agreement
‣ Exercising
judgment

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‣ Describe the app
to a group.
‣ Have everyone
write 3 app
names. No
peeking!
‣ Read the names
out loud.
NEW
TOPIC
DECISION
POINT
DIVERGENT
THINKING
CONVERGENT
THINKING
‣ Put all the app
names on the
wall.
‣ As people leave
the room, have
them place a dot
by the 3 best
ones.
‣ You’re done!
HOW TO NAME AN APP IN 8 MINUTES OR LESS!

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‣ Postal service
‣ Electronic
communication
‣ Web pages with
spinners on them
ASYNCHRONOUS
COMMUNICATION
SYNCHRONOUS
COMMUNICATION
‣ Chat
‣ Conversations
‣ Meetings
AJAX IN THE REAL WORLD

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MASLOW’S HIERARCHY OF PSYCHOLOGICAL NEEDS
Physiological
Safety
Love/Belonging
Esteem
Self-
Actualization

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HOFFMAN’S HIERARCHY OF PROJECT NEEDS
Physiological
Safety
Love/Belonging
Esteem
Self-
Actualization
Awareness
Perceived Affect
Collaboration
Recognition
Ownership

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Awareness
Perceived Affect
Collaboration
Recognition
Ownership
TIME COMPLEXITY
1
HOFFMAN’S HIERARCHY OF PROJECT NEEDS

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Awareness
Perceived Affect
Collaboration
Recognition
Ownership
STRUCTURAL REQUIREMENTS OF MEETINGS
Perceived Affect
TIME COMPLEXITY
Workshops
Traditional Meetings
Check-ins & Asynchronous Communication

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‣ Great candidates for
elimination of
meetings, or short
meetings
‣ Isolate to specific
times of the week
‣ Eliminate decisions
from these meetings -
these are about
awareness and
perceived affect
CHECK-INS
& ASYNCHRONOUS
COMMUNICATION

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‣ Most problematic
‣ Designated
facilitation role
‣ Summarize intent as
either divergent or
convergent
‣ Public recording can
reset the tone of a
meeting
TRADITIONAL
MEETINGS

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‣ High complexity
means high cost and
significant
preparation
‣ Require research
upfront
‣ Have greatest effect
on organizational
culture
‣ Result in project
savings by eliminating
ambiguity
WORKSHOPS

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A Meeting Case Study
MTV KICKOFF MEETING

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‣ Redesign of the O Music
Awards Experience
‣ Compressed timeline
‣ Good internal
expectations
management; small
contact group
‣ Sell ads
MTV:
PROJECT

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‣ Introductions & Project
Overview
‣ Screen based review of
interface elements
‣ Pre launch content
strategy
‣ Orientation
‣ Voting
‣ Sharing
‣ Live Event
‣ Live Event Web
Integration
MTV:
AGENDA

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‣ Isolate specific functional
carry through’s in the
interface
‣ Identify opportunities for
design play with the
interface
‣ Develop a project culture
between us, the client, and
other vendors
MTV:
GOALS
FOR THE KICKOFF

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‣ The highest ad views for
any show of this nature
‣ Day one - 85,776 votes;
week one, nearly 2 million
‣ Well over five million
votes shared on Facebook
and Twitter, an increase of
over 1000% from the
initial award celebration
MTV:
OUTCOMES

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Q&A
A NOTE OF

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Christopher Cashdollar
Creative Director
@ccashdollar
[email protected]
THANK
YOU
Kevin Hoffman
User Experience Director
@kevinmhoffman
[email protected]
Brian Warren
Senior Designer
@mrwarren
[email protected]
Dave Deruchie
Project Management Director
@dtderu
[email protected]

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Happy Cog @ AIGA Central PA

Happy Cog @ AIGA Central PA

Brian Warren

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