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Know Your Audience

C9b18d9dff88a9dd2393364c2b3b21bd?s=47 Simon Collison
September 28, 2011

Know Your Audience

Presented at Future Of Web Apps Tour, Leeds, May 2009

The idea presents itself, and its all hands on deck getting the app built. Most developers will spend some time thinking about the real needs of the target audience, and the best methods for fostering a community. But how can you be sure you truly understand what the audience needs, and how can you legislate for where the community might take your app.

Simon will present a number of proven methodologies for audience research, modeling and grouping - and discuss the impact the results can have on the development process. He'll also look at the importance of designers and developers working collaboratively within the process.

C9b18d9dff88a9dd2393364c2b3b21bd?s=128

Simon Collison

September 28, 2011
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Transcript

  1. KNOW YOUR AUDIENCE THE ART OF COLLABORATION Simon Collison ERSKINE

    DESIGN
  2. CASE STUDY THE VANILLA PAGES

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  4. RUBBISH! AND NOW WE’VE UPSET MOBY

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  8. IF YOU BUILD IT THEY WON’T NECESSARILY COME

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  10. COLLABORATE RESEARCH PROCESS ORGANIC DEVELOPMENT ROADMAP PROTOTYPING TESTING LAUNCH ITERATE

    REPEAT {
  11. ANYONE CAN ADD VALUE

  12. ORGANIC, COLLABORATIVE PROCESS

  13. AGILE / WATERFALL / SPRINT

  14. AUDIENCE GROUPING AND ACTIONS

  15. LOGO VISUAL THINKING (LVT) http://www.logovisual.com

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  21. PROJECT SPACE

  22. RESPONSIBILITY TO THE COMMUNITY

  23. Trust in the the website and information source. Brevity and

    swift delivery of information Retrieval of information and value very quickly. Understanding the context of the page and website. Looking for calls to action or next steps.
  24. Domain name, branding and design. Integrity - verification through links

    and profile. Sources - evidence of findings. Volume - the more you write... Voice - what are you providing, and who is it for? Duration - match content to intended audience and subject. Custodians - about the authors and their experience.
  25. FEATURES ROADMAP Parallels with good writing... Elmore Leonard tried to

    “leave out the parts that people skip” George Orwell called it “transparent writing” – or text that lets you see the subject without noticing the words that convey it.
  26. CONVENTIONS AND THE ULTIMATE PACKAGE

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  28. <!— META —> <meta http-equiv="Content-Type" content="text/html; charset=utf-8" /> <meta http-equiv="Content-Language"

    content="en-us" /> <meta name="description" content="" /> <meta name="author" content="Erskine Design" /> <meta name="Copyright" content="" /> <!— TITLE —> <title>Climb the mountains</title> <!— CSS —> <link href="assets/css/screen.css" type="text/css" rel="stylesheet" media="screen" /> <!—[if IE 6]><link href="assets/css/screen-ie6.css" type="text/css" rel="stylesheet" media="screen" /><![endif]—> <!—[if IE 7]><link href="assets/css/screen-ie7.css" type="text/css" rel="stylesheet" media="screen" /><![endif]—> <!— JS —> <script type="text/javascript" src="assets/js/jquery-1.3.1.js"></script> <script type="text/javascript" src="assets/js/onload.js"></script> <!—[if IE 6]><script type="text/javascript" src="assets/js/ie6.js"></script><! [endif]—> <!— RSS —> <!— FAVICON —> Railscast theme for Textmate: http://railscasts.com/about
  29. /* CLIMB THE MOUNTAINS by ERSKINE DESIGN VERSION 1.0 CONTENTS

    ————— 1.BODY 2.DEFAULT STYLING 3.HEADINGS 4.LINKS 5.IMAGES 6.LAYOUT 7.BRANDING/MASTHEAD 8.NAVIGATION 9.SITE INFO AND FOOTER 10.GLOBAL ELEMENTS 10.1 CAPTIONED IMAGE 10.2 ELEVATION 11.HOMEPAGE 11.1 CONTENT PRIMARY 11.2 CONTENT SECONDARY 11.3 CONTENT TERTIARY */ @import url(reset.css); /* RESET CSS */ Railscast theme for Textmate: http://railscasts.com/about
  30. /* 10.GLOBAL ELEMENTS ——————————————————————————————————— */ /* 10.1 CAPTIONED IMAGE ——————

    */ div.captioned_image { position:relative; } div.captioned_image p.caption { position:absolute; bottom:0; left:0; margin:0; background:rgba(0,0,0,0.5); color:#fff; font-size:13px; line-height:16px; font- style:italic; padding:5px; } /* 10.2 ELEVATIONS —————— */ div#route_elevation { background:#dff1f1; background-position:0 bottom; background- repeat:no-repeat; position:relative; } div#route_elevation ul { list-style:none; margin:0; font-size:9px; } div#route_elevation ul li { margin:0; position:absolute; } div#route_elevation ul li a { color:#333; display:block; background:url(../images/ site/elevation_marker.png) no-repeat 0 5px; padding:0 0 0 15px; } div#route_elevation ul li a:hover, div#route_elevation ul li a:focus { color:#000; } div#route_elevation ul li a img { display:none; } div#route_elevation ul li a:hover img, div#route_elevation ul li a:focus img { display:block; width:40px; height:40px; padding:4px 9px 10px 12px; position:absolute; top:-16px; right:-65px; background:url(../images/site/marker.png) no-repeat 0 0; } Railscast theme for Textmate: http://railscasts.com/about
  31. A SINGLE FOCUSED DESIGN PATH

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  33. PROTOTYPE FEEDBACK

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  35. ANTICIPATE COMMUNITY USE AND MARKETING

  36. Johnny Ball launches ‘Facebook for skills’ Reference to www.skillstories.org

  37. Thanks Simon Collison erskinedesign.com colly.com @collylogic