Marli Mesibov — Make Magic with Anticipatory Design

Transcript

1. 1 PREPARED BY MAKE MAGIC WITH ANTICIPATORY DESIGN @MARSINTHESTARS September 10, 2015 SearchLove Marli Mesibov, Director of Content Strategy Mad*Pow
2. 2 • Director of Content Strategy at Mad*Pow • Managing Editor of UX Booth • My new project: become Alfred SearchLove | @marsinthestars Who am I? Why am I here?
3. 3 WHO IS ALFRED? It’s not just a name.
4. 4 SearchLove | @marsinthestars Who is Alfred?
5. 5 SearchLove | @marsinthestars Who is Alfred?
6. 6 SearchLove | @marsinthestars Who is Alfred?
7. 7 SearchLove | @marsinthestars Who is Alfred?
8. 8 SearchLove | @marsinthestars Who is Alfred?
9. 9 SearchLove | @marsinthestars Who is Alfred?
10. 10 Alfred anticipates your every need. • He makes you feel cared for but not smothered. • He knows what you need before you do. • You trust him implicitly. SearchLove | @marsinthestars Who is Alfred?
11. 11 HOW CAN YOU BECOME ALFRED? Everybody’s (trying to) do it.
12. 12 SearchLove | @marsinthestars Everyone wants to be Alfred.
13. 13 SearchLove | @marsinthestars Anticipating the user’s wants
14. 14 SearchLove | @marsinthestars Anticipating the user’s needs
15. 15 SearchLove | @marsinthestars Anticipating the user’s preferences
16. 16 SearchLove | @marsinthestars Anticipating the user’s concerns
17. 17 A CASE STUDY Making the magic happen.
18. 18 SearchLove | @marsinthestars Project steps 1. Stakeholder research 2. Participatory design session 3. The solution is born 4. Asking the right questions 5. Spreadsheet mania
19. 19 SearchLove | @marsinthestars Stakeholder research “We want to be the Amazon of our industry. It’s time to really knock one out of the park.”
20. 20 SearchLove | @marsinthestars Participatory design session
21. 21 SearchLove | @marsinthestars The solution is born
22. 22 SearchLove | @marsinthestars Asking the right questions • What actions people users want to accomplish? • What triggers each individual action? • How will we know if a trigger occurs? • What is the priority of actions?
23. 23 SearchLove | @marsinthestars Spreadsheet mania FIVE SPREADSHEETS, AND WE’RE JUST GETTING STARTED!
24. 24 DO TRY THIS AT HOME Anticipate customer retention.
25. 25 SearchLove | @marsinthestars Ask questions • What actions do users want to accomplish? • What triggers each individual action? • How will we know if a trigger occurs? • What is the priority of actions?
26. 26 SearchLove | @marsinthestars What actions do users want to accomplish? Don’t take their word for it – use analytics!
27. 27 SearchLove | @marsinthestars What triggers each individual action? Spend a few days brainstorming with a team.
28. 28 SearchLove | @marsinthestars How will we know if a trigger occurs? • Talk to the dev team • The best triggers are the ones we can control or easily access • Think creatively to connect triggers out of our control
29. 29 SearchLove | @marsinthestars What is the priority of actions? • Which triggers take priority? Which actions? • These make up the “business rules.”
30. 30 SearchLove | @marsinthestars Make magic happen
31. 31 UXPA Boston | @marsinthestars Thank you!