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Designing on Purpose - Digital PM Summit 2013

Jared Ponchot
October 15, 2013

Designing on Purpose - Digital PM Summit 2013

Designing on Purpose: Design Process & Deliverables in the Responsive Age

from Digital PM Summit 2013 in Philadelphia, PA

Jared Ponchot

October 15, 2013
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  1. Jared Ponchot // @jponch // Digital PM Summit 2013
    Design Process & Deliverables in the Responsive Age
    DESIGNING ON PURPOSE

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  2. HI, MY NAME IS JARED
    PONCHOT, AND I’M A DESIGNER
    not a project manager

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  3. — Denise Scott Brown
    PUT A GROUP OF ARCHITECTS, URBAN DESIGNERS AND
    PLANNERS IN A SIGHT-SEEING BUS AND THEIR ACTIONS
    WILL DEFINE THE LIMITS OF THEIR CONCERNS. THE
    ARCHITECTS WILL TAKE PHOTOGRAPHS OF THE BUILDINGS,
    OR HIGHWAYS OR BRIDGES. THE URBAN DESIGNERS WILL
    WAIT FOR THAT MOMENT WHEN ALL THREE ARE
    JUXTAPOSED. THE PLANNERS WILL BE TOO BUSY TALKING
    TO LOOK OUT OF THE WINDOW.

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  4. — Jason Santa Maria, August 2005
    Photo by Adam Wintle http://stuffandnonsense.co.uk/blog/about/a_list_taken_apart
    A list apart has always tried to be one of those sites at the
    front of the pack. We don't support 800 x 600 anymore,
    nor do we 640 x 480. Do you? People ipped when sites
    stopped supporting 640 x 480... now no one says a word.
    ings change. Trust me, you are going to see more sites
    stretching out their legs and putting their feet up.

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  5. MO’ DEVICES
    MO’ PROBLEMS
    Photo wallpaper of Notorious BIG from alphacoders.com

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  6. PURPOSE, NOT PREFERENCE
    PRIORITY, NOT PLACEMENT
    SYSTEMS, NOT PAGES

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  7. — Victor Papanek
    DESIGN IS THE CONSCIOUS EFFORT
    TO IMPOSE A MEANINGFUL ORDER

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  8. Audi A7 Sportback plans from the-blueprints.com

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  9. Audi A7 Sportback plans from the-blueprints.com

    REQUREMENTS GATHERING

    CONCEPT DESIGN

    MARKET RESEARCH

    TEST CAR

    FINAL DESIGN

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  10. DISCOVER
    strategists
    DESIGN
    designers
    DEVELOP
    developers
    DEPLOY
    client & users
    SOUND FAMILIAR?

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  11. Audio A7 Sportback photo from exclusivecardesign.blogspot.com

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  12. Audio A7 Sportback photo from exclusivecardesign.blogspot.com

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  13. DISCOVER
    strategists
    DESIGN
    designers
    DEVELOP
    developers
    DEPLOY
    client & users
    FAMILIAR PROCESS

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  14. WHISPER DOWN THE
    LANE DESIGN
    Photo from http://failblog.cheezburger.com

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  15. WHY HAVE WE
    DONE IT THIS WAY?

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  16. ALLITERATION is
    ALMOST
    ALWAYS
    AWESOME

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  17. FAMILIARITY IS
    FANTASTIC

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  18. — Paul Rand
    THE PUBLIC IS MORE FAMILIAR WITH BAD
    DESIGN THAN GOOD DESIGN. IT IS, IN EFFECT,
    CONDITIONED TO PREFER BAD DESIGN, BECAUSE
    THAT IS WHAT IT LIVES WITH. THE NEW BECOMES
    THREATENING, THE OLD REASSURING.

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  19. DIVISION OF LABOR

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  20. STRATEGISTS UX/DESIGNERS FRONTEND DEVS BACKEND DEVS
    DIVISION OF LABOR

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  21. STRATEGISTS UX/DESIGNERS FRONTEND DEVS BACKEND DEVS
    DIVISION OF LABOR: RESPONSIVE DESIGN

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  22. — Fred Brooks
    9 WOMEN CAN’T MAKE
    A BABY IN 1 MONTH!

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  23. KEEP EVERYONE FOCUSED
    ON PURPOSE & CONTENT
    not process or deliverables

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  24. CREATE LIGHTER WEIGHT,
    LIVING DELIVERABLES

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  25. THE BIG
    REVEAL

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  26. DISCOVER
    strategists
    DESIGN
    designers
    DEVELOP
    developers
    DEPLOY
    client & users
    INSTEAD OF THIS ...

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  27. PURPOSE CONTENT
    STYLE
    STRATEGY
    DESIGN
    DEVELOPMENT

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  28. PURPOSE
    CONTENT
    STYLE

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  29. DESIGN IS PROBLEM DISCOVERY
    & problem Solving

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  30. — Albert Einstein
    IF I HAD AN HOUR TO SOLVE A PROBLEM AND MY LIFE
    DEPENDED ON THE SOLUTION, I WOULD SPEND THE FIRST
    55 MINUTES DETERMINING THE PROPER QUESTION TO
    ASK, FOR ONCE I KNOW THE PROPER QUESTION, I COULD
    SOLVE THE PROBLEM IN LESS THAN 5 MINUTES.

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  31. http://www.youtube.com/watch?v=SnXtuktNdlM

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  32. WHAT WILL THAT GET YOU?

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  33. THE RIGHT QUESTIONS CAN
    HELP THE CLIENT DO THEIR JOB,
    & SET YOU UP TO DO YOURS

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  34. — Andy Rutledge
    YOU MAY BE SURPRISED, BUT I
    NEVER ASK DESIGN-RELATED
    QUESTIONS IN DESIGN PROJECT
    DISCOVERY MEETINGS.

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  35. — Andy Rutledge
    THE REASON I DON’T ASK DESIGN
    QUESTIONS OF THE CLIENT IS THE SAME
    REASON AN ARCHITECT DOESN’T ASK
    THE CLIENT WHAT PSI THE BUILDING’S
    LOAD-BEARING FOUNDATIONAL
    STRUCTURES WILL NEED TO ENDURE.

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  36. WE CAN’T SOLVE PROBLEMS FOR
    OUR CLIENTS BASED ON THEIR
    PERSONAL PREFERENCES IN
    COLOR, TYPOGRAPHY & TEXTURE!

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  37. Photo from http://www.deceptology.com/2010/04/upside-down-world-map-shows-north-is-up.html

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  38. Tesco Subway Store in South Korea image from littledoremi.com

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  39. What is the sum of 3+3?
    What numbers can be added up to 6?

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  40. photo from theofficedealer.com

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  41. — Harry West, Contimuum
    I WANTED TO LOOK AT THE PROBLEM
    AS THOUGH I’D JUST STEPPED OFF A
    SPACESHIP FROM MARS.

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  42. Photo from http://optigarden.com/tag/coffee-grounds/

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  43. Swiffer photo from ivillage.com

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  44. CONTEXT &
    RELATIONSHIP

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  45. photo from washingtoncitypaper.com

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  46. Washington Post: Stop & Hear the Music http://www.youtube.com/watch?v=hnOPu0_YWhw

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  47. WHERE & WHEN YOU ASK
    REALLY MATTERS!

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  48. http://bit.ly/187yUef

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  49. CREATE WONDER

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  50. PURPOSE
    STATEMENT
    ‣ Keeps things on track when they’re going off the rails
    ‣ Generates big ideas
    ‣ Helps simplify complexity
    ‣ Helps communicate and facilitate organizational change

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  51. HAVE A STAR TO SAIL
    YOUR SHIP BY

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  52. PURPOSE
    CONTENT
    STYLE

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  53. FOCUS ON PRIORITY,
    NOT POSITION!

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  54. — Jeffrey Zeldman
    LOREM IPSUM DOLOR SIT
    AMET, CONSECTETUR
    ADIPISCING ELIT.

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  55. — Jeffrey Zeldman
    DESIGN IN THE ABSENCE OF
    CONTENT IS NOT DESIGN,
    IT’S DECORATION.

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  56. DESIGNING WITH
    CONTENT & HIERARCHY
    ‣ Content Model
    ‣ Display Model

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  57. THE CONTENT MODEL
    Documents ...
    ‣ the types of content your project needs
    ‣ the discrete attributes that make up each content type
    ‣ the relationships between them

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  58. http://bit.ly/13FTHlG

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  59. THE DISPLAY MODEL
    Documents...
    ‣ the types of displays your project needs
    ‣ the discrete components that make up each display
    ‣ the hierarchy of those components

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  60. THE DISPLAY MODEL
    ‣ Content Types (e.g. article, recipe, episode, etc.)
    ‣ Listings (e.g. blog, search results, etc.)
    ‣ Top Level Pages (e.g. homepage, category pages, section pages, etc.)

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  61. PURPOSE
    CONTENT
    STYLE

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  62. STYLE IS POWERFUL!
    STYLE ISN’T POWERLESS!

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  63. AVOIDING THE WHIM WINDS

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  64. PURPOSE COMES FIRST

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  65. SEEK EVALUATION,
    NOT CREATION

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  66. EMBRACE METAPHOR

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  67. VERBAL LANGUAGE,
    THEN VISUAL LANGUAGE

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  68. PURPOSE, NOT PREFERENCE
    PRIORITY, NOT PLACEMENT
    SYSTEMS, NOT PAGES

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  69. THANKS!
    Jared Ponchot // @jponch // Digital PM Summit 2013

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