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Yahoo! Brownbag series: Visual Design at Y! Globally Speaking

645ea43c28ae373fd90ba81eb8a1b9de?s=47 Chetana Deorah
November 11, 2009

Yahoo! Brownbag series: Visual Design at Y! Globally Speaking

Understanding the cultural and global impact on visual design for a global brand and product; Exploring 'unity in diversity'

645ea43c28ae373fd90ba81eb8a1b9de?s=128

Chetana Deorah

November 11, 2009
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  1. Visual Design for and at Yahoo, globally speaking CHETANA DEORAH

    \ YAHOO! MAIL UED \ NOVEMBER 2009
  2. None
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  4. the business of Design More than eye candy and pretty

    pictures globally speaking Not getting lost in translation! at Yahoo Creating unity in diversity a conversation…
  5. advertising

  6. advertising graphic design

  7. advertising graphic design web design

  8. advertising graphic design web design user-interface design

  9. advertising graphic design web design user-interface design user-experience design

  10. advertising graphic design web design user-interface design user-experience design information

    design
  11. advertising graphic design web design user-interface design user-experience design information

    design interaction design
  12. advertising graphic design web design user-interface design user-experience design information

    design interaction design visual communication
  13. advertising graphic design web design user-interface design user-experience design information

    design interaction design visual communication visual design
  14. advertising graphic design web design user-interface design user-experience design information

    design interaction design visual communication visual design visual storyteller
  15. advertising graphic design web design user-interface design user-experience design information

    design interaction design visual communication visual design visual storyteller problem solving
  16. advertising graphic design web design user-interface design user-experience design information

    design interaction design visual communication visual design visual storyteller problem solving next-gen design
  17. advertising graphic design web design user-interface design user-experience design information

    design interaction design visual communication visual design visual storyteller problem solving next-gen design ubiquitous design
  18. Telling the story for and at Yahoo… Creating Digital Products

    and / or User-Centered Experiences Elements of user Experience Design Jesse James Garrett, 2003
  19. Telling the story for and at Yahoo… Creating Digital Products

    and / or User-Centered Experiences Elements of user Experience Design Jesse James Garrett, 2003 A Cross-functional engagement Product Management Engineering Sales & Advertising User Experience Design Product Marketing Customer Insights
  20. Telling the story for and at Yahoo… Creating Digital Products

    and / or User-Centered Experiences Elements of User Experience Design Jesse James Garrett, 2003 http://world.yahoo.com Argentina Brazil Bangalore Beijing HongKong London Paris Sao Paulo Seoul Stockholm Sydney Taipei Tokyo USA UAE ... A Cross-functional engagement Cross-cultural impact, globally Product Management Engineering Sales & Advertising User Experience Design Product Marketing Customer Insights
  21. Basic elements Type. Color. Image. Composition. Form. Balance. Rhythm

  22. Basic elements Type. Color. Image. Composition. Form. Balance. Rhythm Lifecycle

    Brand. Concept. Moodboard. Product (User-Interface) Design. Product Marketing Design.
  23. Basic elements Type. Color. Image. Composition. Form. Balance. Rhythm Lifecycle

    Brand. Concept. Moodboard. Product (User-Interface) Design. Product Marketing Design. Function Synthesize. Differentiate. First and often last impression. Provide Context. Help Clarify. Complete. Evoke emotion. Recall value. Personalize.
  24. How would you describe the visual aesthetic(design) for Yahoo, today?

    yahoos worldwide
  25. “Rich, elegant, for the sophisticated, but a bit stereotype. One

    size (read design) fits all. More Western.”
  26. “Rich, elegant, for the sophisticated, but a bit stereotype. One

    size (read design) fits all. More Western.” “Varied, In Transition.…while there are some common themes most of it feels customized to each product... I don’t feel there is a base design…”
  27. “Approachable, Clean, Usable Boring, XP chubby, Web 2.0ish Juvenile, Campy

    minus the Camp” “Rich, elegant, for the sophisticated, but a bit stereotype. One size (read design) fits all. More Western.” “Varied, In Transition.…while there are some common themes most of it feels customized to each product... I don’t feel there is a base design…”
  28. “Approachable, Clean, Usable Boring, XP chubby, Web 2.0ish Juvenile, Campy

    minus the Camp” “Overall - I’d say inconsistent. Most properties seem to align with the brand values but they all have their own individual take on it…” “Rich, elegant, for the sophisticated, but a bit stereotype. One size (read design) fits all. More Western.” “Varied, In Transition.…while there are some common themes most of it feels customized to each product... I don’t feel there is a base design…”
  29. “Approachable, Clean, Usable Boring, XP chubby, Web 2.0ish Juvenile, Campy

    minus the Camp” “Overall - I’d say inconsistent. Most properties seem to align with the brand values but they all have their own individual take on it…” “Rich, elegant, for the sophisticated, but a bit stereotype. One size (read design) fits all. More Western.” “Outside of a small handful of common elements: universal header, the official logo, etc., and some design patterns, each property for the most part is visually very different from each other…” “Varied, In Transition.…while there are some common themes most of it feels customized to each product... I don’t feel there is a base design…”
  30. “Approachable, Clean, Usable Boring, XP chubby, Web 2.0ish Juvenile, Campy

    minus the Camp” “Overall - I’d say inconsistent. Most properties seem to align with the brand values but they all have their own individual take on it…” “Rich, elegant, for the sophisticated, but a bit stereotype. One size (read design) fits all. More Western.” “Outside of a small handful of common elements: universal header, the official logo, etc., and some design patterns, each property for the most part is visually very different from each other…” “Varied, In Transition.…while there are some common themes most of it feels customized to each product... I don’t feel there is a base design…” “… leaves things feeling a little disparate”
  31. sum of the parts… http://world.yahoo.com

  32. global by design not getting lost in translation! inspirations

  33. http://ycorpblog.com/2006/10/27/reflections-on-the-time-capsule/ October 2006 You and what matters to you. The

    piece attempts simultaneously to express the differences between individuals, and to illustrate the shared ground between people of all ages, races, backgrounds and cultures. Jonathan Harris VISUAL ARTIST-ANTHROPOLOGIST-COMPUTER SCIENTIST-STORYTELLER Yahoo! Time Capsule: “One World. Many Voices.”
  34. An Innovative Campaign: National voice, International reach

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  36. Food & Beverage Industry: ‘A single cup of Starbucks coffee

    can depend upon as many as 19 different countries…’
  37. ‘McDonald’s Strange Menu Around The World’ by Beatrice Adams, www.trifter.com,

    2007 31,000-plus restaurants in more than 100 countries McDonald’s global chief marketing officer, is to “create unique personalities for our menu items by telling a story about each one.” Businessweek. Dec 2008
  38. ‘Nokia’s Global Design Sense’ by Nandini Lakshman, BusinessWeek, August 2007

    Nokia (NOK) is looking to add 2 billion new users by the end of the decade by reaching out to emerging markets, including China, Brazil, Indonesia, Africa, and India. Nokia operates nine satellite design studios located within targeted nations where researchers and designers work to customize its approach to each market. Nokia’s headquarters in Espoo, Finland, spearheaded the strategy and design development. Our designers often go out into the field to understand the world they are designing for. We have an advanced design team that is looking 5 to 15 years out, working on spotting and predicting megatrends in society and coming up with thought-provoking ideas on what mobile design could do to influence and react to these. Nokia 2630 Did you adapt any global design traits for emerg- ing-market customers? Take the Nokia 2630, which is an entry-level phone. We wanted to create a phone that focused on style and fashion, bringing the same sleek de- sign that you see in other parts of our range to this market while at the same time making it affordable. We wanted to avoid the look of some of the other designs produced for this market, which tend to look “cheaper”—square boxes that look brittle and lack robustness. We created an organic shape with rounded edges and a curved back so that it fits in the hand beau- tifully. We also used special finishes and color contrasts to create a sleek and glossy look and feel. The dimensions of the phone also played an important role; it is one of our slimmest.
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  40. “Every object tells a story, if you know how to

    read it” Henry Ford
  41. Your aspiration for a design mantra at Yahoo to make

    an impact globally? for yahoos. by yahoos
  42. “relevant to all type of users, from all locations know

    the global users, upfront when you start the design work” Sandeep Datar, Yahoo! Bangalore
  43. “Design for scalability without sacrificing aesthetics” Ryan Fernanadez, Yahoo! Sunnyvale

  44. “I wish we had a mantra that made clean (simple/

    elegant) a given. Then we could focus more on design that creates insane amounts of value sprinkled with bits of amusement and surprise to keep things fresh and dynamic and add a bit of personality to our sites.” Jonathon Bruck, Yahoo! Sunnyvale
  45. “Consistency, consistency, consistency. A clear distinction between what is Yahoo!

    and what isn’t Yahoo! A visual design checklist to measure how we are doing across the network.” Amanda Jahn, Yahoo! UK
  46. “Like many Yahoos, I’d like to see a much stronger

    push towards visual consistency: and this goes WAY beyond consistent use of design patterns, etc. While there’s a lot of talk of “simple and elegant”, I want to also see more of a push towards “elegant, sophisticated, and next generation.” Greg Rosenberg, Yahoo! Sunnyvale
  47. “Designing experiences that make you feel something. Give you joy,

    not just disposable utility.…” Kalani Kordus, Yahoo! Sunnyvale
  48. “Products can be local, but designs should be global.” Ruta

    Raju, Yahoo! Sunnyvale
  49. “Consistency within context” is the mantra I often use. Having

    defining elements at the global, regional, and local scale that says “this is Yahoo!”, but also offers a local flavor to bring in personal relevance, wherever the user may be.” Chris Moeller, Yahoo! Global
  50. “…I was around 4 years ago when DTK was started.

    The concept was liked along with the design but it was the execution or lack of that made it fail. In order to make a system successful you must enforce this effort top down and get buy in from the stakeholders.” Brian Channell, Yahoo! Santa Monica
  51. at Yahoo Creating unity in diversity product. people. perception

  52. today… a brand promise “Now It’s All About You”

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  55. Brand microsite: http://backyard.yahoo.com/brand/resources

  56. A collection of UED resources…

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  58. Argentina Brazil Bangalore Beijing HongKong London Paris Sao Paulo Seoul

    Stockholm Sydney Taipei Tokyo USA UAE ... Product Management Engineering Sales & Advertising User Experience Design Product Marketing Customer Insights Global by Design : Cross-functional and cross-cultural engagement.
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  61. CHETANA DEORAH \ chetana@yahoo-inc.com \ NOVEMBER 2009 If Yahoo were

    a car, a celebrity or a movie, in the US, in Arabia, or in the UK, in India, in Brazil, Vietnam, etc. who or what would Yahoo be?
  62. appendix did you know stuff? resources, references…

  63. 2006: Design Toolkit: News, Movies, TV, Shine, omg!, Sports, Tech,

    Video (Media Products)
  64. 2005: Yahoo! Answers - Taiwan to America…

  65. Context. Consistency: Product design evolution…

  66. Context. Consistency: Product communication…

  67. thank you chetana@yahoo-inc.com