Effective Visuals & Prototypes, What Makes a Project Move Forward.

Understanding the importance of being pragmatic when it comes to prototyping.
Defining what makes for a persuasive visual when communicating with clients or target audience.
And becoming more adapt at identifying what is the critical question worth asking.

Transcript

1. @faz
   HI, I’M FAZ
   

   View Slide

2. @faz
   EFFECTIVE VISUALS & PROTOTYPES
   What Makes a Project Move Forward
   

   View Slide

3. @faz
   OBJECTIVES
   Understand the importance of being pragmatic
   when it comes to prototyping.
   Define what makes for a persuasive visual when
   communicating with clients or target audience.
   Become more adapt at identifying what is the
   critical question worth asking.
   

   View Slide

4. @faz
   BUT 1ST, A QUICK CHECK…
   

   View Slide

5. @faz
   WHAT IS A PROTOTYPE?
   1
   

   View Slide

6. CREATING A WORKING MODEL OF A PRODUCT OR FEATURE
   

   View Slide

7. COMMUNICATING AN IDEA INTERACTIVELY
   

   View Slide

8. SHOWING RATHER THAN TELLING
   

   View Slide

9. THERE IS RICH ANALOG HISTORY
   

   View Slide

10. IT IS AN ITERATIVE PROCESS
    

    View Slide

11. IT FITS THE LARGER CONTEXT
    

    View Slide

12. @faz
    ASK
    What is the problem that the prototype
    is trying to address?
    What are we unsure about?
    

    View Slide

13. SUSAN WOJCICKI— CEO, YOUTUBE
    “I love taking an idea...
    to a prototype and then
    to a product that
    millions of people use.”
    

    View Slide

14. @faz
    WHAT DOES IT MEAN TO BE EFFECTIVE?
    2
    

    View Slide

15. @faz
    FAST DOES NOT ALWAYS EQUAL EFFICIENT.
    BEING EFFECTIVE IS SIMPLY OMITTING/POSTPONING
    STYLE CHOICES.
    YOUR TOOLS CAN TRAP YOU.
    It’s not…
    

    View Slide

16. @faz
    YOU MUST BE CONVINCING. SO KNOW YOUR AUDIENCE.
    YOU MUST BE RELEVANT. BE TIMELY.
    YOU MUST BE NOTICED. SPEAK UP!
    It is…
    

    View Slide

17. @faz
    HIERARCHY OF USER NEEDS
    FUNCTIONAL
    RELIABLE
    USABLE
    PLEASURABLE
    

    View Slide

18. @faz
    HIERARCHY OF USER NEEDS
    FUNCTIONAL
    RELIABLE
    USABLE
    PLEASURABLE
    

    View Slide

19. @faz
    AARON WALTER
    “Certainly we all want to eat edible foods with
    nutritional value, but we also crave flavor.”
    

    View Slide

20. @faz
    “Why do we settle for usable when we can
    make interfaces both usable and pleasurable?”
    AARON WALTER
    

    View Slide

21. @faz
    Your team or clients aren’t that
    different from users.
    They too need to have an emotional
    attachment to the work or product.
    

    View Slide

22. @faz
    What will get them to move the project forward?
    What insight can we unlocked?
    How do we leap forward?
    ASK
    

    View Slide

23. @faz
    SELLING BIG IDEAS THROUGH VISUALIZATION
    

    View Slide

24. @faz
    FINDING THE INSIGHT THAT BRINGS
    EVERYONE TOGETHER
    It’s about…
    

    View Slide

25. @faz
    A FEW EXAMPLES…
    SCENARIOS
    

    View Slide

26. @faz
    Your startup is building b2b tools within telco industry.
    You’ve had a kick-off with the client already, but they
    feel the need to chat more to discuss the steps of the
    process for their team members.
    You want to redirect the efforts while creating
    confidence.
    It’s 7:30 am and your meeting is at 9!
    SITUATION
    

    View Slide

27. @faz
    DRIVING CONVERSATIONS
    Evolves to this later
    

    View Slide

28. @faz
    Your non-profit client, focused on education
    in developing countries, is trying to modernize
    their product and teaching approach.
    You have legacy content and software as a
    major constraint.
    There is hunger for vision on the project.
    You need to inspire change.
    SITUATION
    

    View Slide

29. @faz
    PAINTING THE WAY FORWARD
    

    View Slide

30. @faz
    Your travel industry client has a new venture subsidiary
    in mind and wants to create a more social offering.
    There is little understanding of content management
    and publishing process.
    You want to elevate the content creation discussion
    and establish the need for them to build relationships
    with their customers.
    SITUATION
    

    View Slide

31. @faz
    MAP OUT THE JOURNEY AND TOUCH POINTS
    Priya
    Age: 32
    Location: Mumbai
    Occupation: Architect
    Family: Single
    Computer Skills: Above Average
    Key Motivators:
    t$PNFTGSPNTNBMMGBNJMZ
    t)FBSTPGFWFOUTGSPNGSJFOET
    t-PWFTUPUSBWFMXJUIGSJFOET
    t5SJFTUPUBLFXFFLFOEUSJQTBOEBUMFBTU0OF
    big vacation per year
    t5FDI4BWWZCVUOPUBHBEHFUGSFBL
    t3FBETMPHT
    t4UBSUFEBMPHBCPVUBSDIJUFDUVSF JUTIJGUFEUP
    GPPEBOEDVMUVSFBOEOPXTIFIBTOPUJNF
    to keep up
    t)BT'BDFCPPLBOE5XJUUFSBDDPVOUT CVU
    EPFTOUVTFIFSUVNCMFSBDDPVOUBOZNPSF
    t4BWJOHVQGPSBCJHHFSIPVTF TPTIFTQSJDF
    conscious on the larger items
    t#SBOEBXBSF
    t-JLFTUPLOPXBCPVUUIFMBUFTUUSFOET
    t-PWFTUIFBSUT
    t3VOTSFHVMBSMZ
    t%FTQFSBUFMZOFFETUPHFUPVUPGUIFVSCBO
    KVOHMFFWFSZOPXBOEBHBJO
    Priya MFBSOTBCPVU"EWFOBUVSFGSPNGSJFOE
    XIPSFDFOUMZKPJOFE4IFOPUJDFEUIFUSJQ
    IFSGSJFOEIBECPPLNBSLFEBOETIBSFE
    4IFKPJOTUPMFBSONPSFBCPVUUIBUUSJQBOE
    CFDPNFNPSFUPBDUJWFPOUIFXFFLFOET
    Sameer SFBEBCPVUUIFOFXTJUFPOMJOF IF
    thinks he may have seen something about
    JUJOBGSJFOETGFFE)FKPJOTCFDBVTFIFJT
    DBSJPVTBOEIFMJLFTUIFPVUEPPST
    Sameer
    Age: 29
    -PDBUJPO%FMIJ
    0DDVQBUJPO-FBE%FWFMPQFS
    Family: Single
    Computer Skills: Expert
    Key Motivators:
    t)BTTJCMJOHT
    t5FDIOPMPHZGSFBL
    t8FFLFOEXBSSJPS AXPSLTIBSE QMBZTIBSE
    t3FBETCMPHT CVUNPTUMZXPSLSFMBUFE
    t$POUSJCVUFTUPGPSVNTBOEBOTXFSTPOMJOF
    RVFTUJPOTBSPVOEXPSLIPCCJFT
    t)BTBMMUIFNBKPSTPDJBMBDDPVOUT NPTUMZ
    GPMMPXTUIFOFXTJOGPTPVSDFT
    t*TTUFBEZSFMBUJPOTIJQ XJMMCFNBSSJFETPPO
    t"UUFOETDPOGFSFODFT
    t#FMPOHTUPBHZN
    t&YQFSJFODFEXJUIPVUEPPST
    t-JLFTUPUBLFPODIBMMFOHFT
    t,FFQTVQXJUITPNFGSJFOET CVUCFHJOOJOH
    UPMPTFUSBDLBTFWFSZPOFNPWFT HFUT
    NBSSJFEMFTTDPOOFDUFEUIFOCFGPSF
    Faz Besharatian
    Advenature Experience Map
    16 August 2012
    Advenature General User Flow
    Here we have 2 personas, each with
    their own motivational factors, but
    similar in demographic. Both may take
    on the same number of challenges.
    Both may book trips at the same
    frequency. But they do not use the
    site in the same way.
    Priya:
    Her pattern of interaction is more
    in-depth. She is more engaged with
    activities prior to the trip or event.
    She tends to research more. She
    maintains the connections she makes.
    She is sometimes harder to please,
    but she may be much more loyal.
    Sameer:
    His pattern of interaction is more
    scattered. He does enough to get the
    job done but is less concerned with
    preparation. He has more experience
    with the outdoors and is focused on
    the quality and intensity of the
    activity. He tends to engage the
    website minimally. But he is efficient
    in his usage.
    The height of the graphs represent
    the value and weight of interaction for
    the user. Not all items listed are
    directly related to online activities.
    Attends speaker event
    1st Rafting Trip
    Camping Trip
    t-PPLTVQ%JSFDUJPOGSPNJUJO
    t$IFDLTJOXIFOBSSJWFE
    t1PTUTQIPUPTGSPNNPCJMF EVSJOHMVODI
    t"EETOFXGSJFOETUPBEESFTTCPPL
    t$IFDLTJOXIFOBSSJWFE
    t-PPLTVQPOMJOFGSJFOETBOEDPOOFDUT
    t1PTUQIPUPTGSPNNPCJMF
    2nd Rafting Trip
    Kilimanjaro Adventure Challenge
    Repelling
    Joins Advenature
    Joins Trekking Group
    Joins Rafting Group
    Plans Rafting Trip
    Asks Expert
    Finds Local Event Plans Rafting Trip
    Organizes Friends for Trip
    Post Photos
    Shares Album
    Plans Hiking Trip
    Answers Questions
    Connects with Other Rafters
    for the same tour
    Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr
    Suggests a Trip
    Asks Questions
    Plans Repelling Trip
    Buys Gear
    Moderates Discussion
    Creates a Camping Group
    Creates Local Group Invites More People
    Post Photos
    Shares Album
    Discusses Next Trip
    Plans Next Event
    Post Photos
    Shares Album
    Answers Questions
    Joins Advenature
    Connects with Friends
    Joins Climbing Group
    Creates Discussions
    Answers Questions
    Finds Outbound Trip
    Invites Friends
    Plans Trip
    Asks Expert
    Completes Profile
    t$IFDLTJOXIFOBSSJWFE
    t-PPLTVQPOMJOFGSJFOETBOEDPOOFDUT
    t1PTUQIPUPTGSPNNPCJMF
    Kilimanjaro Adventure Challenge
    Jun Jul Aug Sep Oct Nov
    Suggests a Trip
    Asks Questions
    Plans Repelling Trip
    Creates Local Group Invites More People
    Post Photos
    Shares Album
    Answers Questions
    ds
    Plans Trip
    Asks Expert
    

    View Slide

32. @faz
    MAP OUT THE JOURNEY AND TOUCH POINTS
    Attends speaker event
    1st Rafting Trip
    Camping Trip
    2nd Rafting Trip
    Joins Advenature
    Joins Trekking Group
    Joins Rafting Group
    Plans Rafting Trip
    Asks Expert
    Finds Local Event Plans Rafting Trip
    Organizes Friends for Trip
    Post Photos
    Shares Album
    Plans Hiking Trip
    Answers Questions
    Connects with Other Rafters
    for the same tour
    Moderates Discussion
    Creates a Camping Group
    

    View Slide

33. MAP OUT THE JOURNEY AND TOUCH POINTS
    

    View Slide

34. @faz
    The grand-mother of all associations is redoing
    their massive, content rich website.
    You have many teams with varying workflows
    and competing objectives.
    There are vendors and internal teams, each with
    varying skill sets and value to the organization.
    Your executives want everyone to play nice!
    SITUATION
    

    View Slide

35. @faz
    PROCESS AND WORKFLOW CHALLENGE
    

    View Slide

36. @faz
    Content
    Creators
    Commissioned Keyed In 1st Edit Top Edit
    Assets Gathered Design Reviewed Fact Checked Copy Edited Legal Reviewed QAed Published Promoted
    Subject Experts
    Reporters
    Freelancers
    Scenario 1: Article follows
    through all typical steps
    to get published.
    Scenario 2: Some steps are
    skipped for a video based
    article based on existing,
    relevant reviews.
    Scenario 3: A publisher
    rushes an article through
    due to timely nature of story.
    Content
    Editors
    Producers Channel
    Producers
    Designers Art Directors
    Design Leads
    Content/Copy
    Editors
    Copy Editors Legal
    Editors
    Producers/
    Content
    Editors
    Channel
    Producers
    Producers
    Marketers
    Partners
    Authors - %20 of users
    Data entry and minimal privileges.
    (AARP staff within any biz unit)
    Calendering: Editorial calendars which are housed in QuickBase currently
    maybe incorporated into a different system, depending on where the content
    brief and contracts are housed.
    Reporting: CMS’s internal reporting may be used as a feedback loop to track
    progress, volume and other relevant data needed to manage editorial calendar.
    DAM: Digital Asset Management will be at enterprise level. The ties between
    the 2 systems will determine the possible inclusion of additional steps in the
    CMS work flow.
    Editors - %60 of users
    Data entry, content edit, page layout
    and general content manipulation.
    (Producers, Designers, i.e. Elizabeth,
    Laura, Paul, Merideth, etc.)
    Publishers - %10 of users
    Data entry, content edit, page layout
    and authority to publish.
    (Managing Editor, Channel Producer, i.e
    Carolyn)
    Administrators - %5 of users
    Data entry, content edit, page layout,
    general content manipulation, and
    publishing. CMS admins can do
    everything short of development.
    (CMS design/dev, ie. Rachel)
    A E E E
    E
    E
    E
    P P P
    M
    A E P
    VISUALIZE & COMMUNICATE THE PROCESS
    Eventually created this
    

    View Slide

37. @faz
    FEW MORE THOUGHTS…
    TIPS
    

    View Slide

38. @faz
    2ND STAGE: MERGE WITH THE OLD & TEST (FEW WEEKS IN)
    

    View Slide

39. @faz
    3RD STAGE: EVOLUTIONARY STEPS (CONTINUE TESTING)
    

    View Slide

40. AYSE BIRSEL
    “To say that something is
    designed means it has
    intentions that go beyond its
    function. Otherwise it’s just
    planning.”
    

    View Slide

41. @faz
    DON’T LIMIT YOURSELF TO TESTING.
    YOU NEED TO BE CONVINCING TOO.
    

    View Slide

42. @faz
    PICTURES ARE THE
    QUICKEST WAY TO
    ADD POLISH TO
    YOUR PROTOTYPES
    

    View Slide

43. @faz
    DON’T USE LORUM IPSUM.
    DON’T PHONE-IN THE
    PHOTO EITHER.
    USE REAL IMAGES.
    

    View Slide

44. @faz
    DON’T USE LORUM IPSUM.
    DON’T PHONE-IN THE
    PHOTO EITHER.
    WHAT’S THE STORY IN
    THE IMAGE?
    

    View Slide

45. View Slide

46. View Slide

47. JEFF VEEN — VP PRODUCT, ADOBE
    “The thing that I found
    work the best… Start with
    the end product and work
    your way back.”
    

    View Slide

48. @faz
    THANKS FOR LISTENING
    This presentation will be posted here: http://bit.ly/2b8yNGh
    @faz
    

    View Slide