Designing on Purpose - GiantConf 2014

Designing on Purpose - GiantConf 2014

In a multi-device world, the design process can feel overwhelming. There are so many variables to account for, so many in betweens, and so much to do. Designers are working frantically to keep all the balls in the air. Clients are wanting a window into the designer’s work and the ability to review and approve as projects move along. Many designers don’t know what the deliverables should be anymore, and neither do their clients. In this session, you’ll learn a simple process you can walk your client or team through that will help ensure valuable deliverables, clear goals, and happy clients. This session will touch on a lot of topics, but it will be very practical with specific takeaways you can begin using right away to help organize and guide your next project. The process outlined will not lock designers into specific tools that defy their personal preferences, but rather provide a framework for understanding why and when to do what within the design process. We’ll cover everything from project kick-offs to content strategy within the design process all the way to visual style application.

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Jared Ponchot

June 12, 2014
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Transcript

  1. Jared Ponchot // @jponch // GiantConf 2014 Design Process &

    Deliverables in the Responsive Age DESIGNING ON PURPOSE
  2. MO’ DEVICES MO’ PROBLEMS Photo wallpaper of Notorious BIG from

    alphacoders.com
  3. PURPOSE, NOT PREFERENCE PRIORITY, NOT PLACEMENT SYSTEMS, NOT PAGES

  4. “ — Victor Papanek DESIGN IS THE CONSCIOUS EFFORT TO

    IMPOSE A MEANINGFUL ORDER
  5. Audi A7 Sportback plans from the-blueprints.com

  6. Audi A7 Sportback plans from the-blueprints.com ‣ REQUREMENTS GATHERING ‣

    CONCEPT DESIGN ‣ MARKET RESEARCH ‣ TEST CAR ‣ FINAL DESIGN
  7. Audi A7 Sportback plans from the-blueprints.com ‣ REQUREMENTS GATHERING ‣

    CONCEPT DESIGN ‣ MARKET RESEARCH ‣ TEST CAR ‣ FINAL DESIGN
  8. Audi A7 Sportback plans from the-blueprints.com ‣ REQUREMENTS GATHERING ‣

    CONCEPT DESIGN ‣ MARKET RESEARCH ‣ TEST CAR ‣ FINAL DESIGN
  9. Audi A7 Sportback plans from the-blueprints.com ‣ REQUREMENTS GATHERING ‣

    CONCEPT DESIGN ‣ MARKET RESEARCH ‣ TEST CAR ‣ FINAL DESIGN
  10. Audi A7 Sportback plans from the-blueprints.com ‣ REQUREMENTS GATHERING ‣

    CONCEPT DESIGN ‣ MARKET RESEARCH ‣ TEST CAR ‣ FINAL DESIGN
  11. DISCOVER
 strategists ! DESIGN
 designers ! DEVELOP
 developers ! DEPLOY


    client & users SOUND FAMILIAR?
  12. Audio A7 Sportback photo from exclusivecardesign.blogspot.com

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

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

  15. None
  16. DISCOVER
 strategists ! DESIGN
 designers ! DEVELOP
 developers ! DEPLOY


    client & users FAMILIAR PROCESS
  17. None
  18. WHISPER DOWN THE LANE DESIGN Photo from http://failblog.cheezburger.com

  19. WHY HAVE WE  DONE IT THIS WAY?

  20. ALLITERATION is  ALMOST ALWAYS AWESOME

  21. FAMILIARITY IS FANTASTIC

  22. “ — 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.
  23. DIVISION OF LABOR

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

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

    DESIGN
  26. “ — Fred Brooks 9 WOMEN CAN’T MAKE  A

    BABY IN 1 MONTH!
  27. ⌘N

  28. KEEP EVERYONE FOCUSED ON PURPOSE & CONTENT not process or

    deliverables
  29. CREATE LIGHTER WEIGHT, LIVING COMMUNICATION TOOLS not deliverables

  30. THE BIG  REVEAL

  31. DISCOVER
 strategists ! DESIGN
 designers ! DEVELOP
 developers ! DEPLOY


    client & users INSTEAD OF THIS ...
  32. PURPOSE CONTENT STYLE STRATEGY
 DESIGN
 DEVELOPMENT

  33. FOCUS ON
 OUR REAL VALUE

  34. PURPOSE CONTENT STYLE

  35. DESIGN IS PROBLEM DISCOVERY  & problem Solving

  36. “ — 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.
  37. http://www.youtube.com/watch?v=SnXtuktNdlM

  38. None
  39. WHY?

  40. WHAT IMPACT WILL THAT HAVE?

  41. WHAT WILL THAT GET YOU?

  42. THE RIGHT QUESTIONS CAN HELP THE CLIENT DO THEIR JOB,

    & SET YOU UP TO DO YOURS
  43. “ — Andy Rutledge YOU MAY BE SURPRISED, BUT I

    NEVER ASK DESIGN-RELATED QUESTIONS IN DESIGN PROJECT DISCOVERY MEETINGS.
  44. “ — 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.
  45. WE CAN’T SOLVE PROBLEMS FOR OUR CLIENTS BASED ON THEIR

    PERSONAL PREFERENCES IN COLOR, TYPOGRAPHY & TEXTURE!
  46. Photo from http://www.deceptology.com/2010/04/upside-down-world-map-shows-north-is-up.html

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

  48. from evigo.com

  49. from jcdecaux-oneworld.com

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

  51. photo from theofficedealer.com

  52. REFRAMING THE PROBLEM

  53. “ — Harry West, Contimuum I WANTED TO LOOK AT

    THE PROBLEM AS THOUGH I’D JUST STEPPED OFF A SPACESHIP FROM MARS.
  54. Photo from http://optigarden.com/tag/coffee-grounds/

  55. Swiffer photo from ivillage.com

  56. CONTEXT & RELATIONSHIP

  57. photo from washingtoncitypaper.com

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

  59. WHERE & WHEN YOU ASK  REALLY MATTERS!

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

  61. photo from extremetech.com

  62. CREATE WONDER

  63. WHY? instead of “What?” or “How?”

  64. WHY A PURPOSE STATEMENT?

  65. KEEPS THINGS ON TRACK

  66. GENERATES BIG IDEAS

  67. SIMPLIFIES COMPLEXITY

  68. FACILITATES & COMMUNICATES ORGANIZATIONAL CHANGE

  69. HAVE A STAR TO SAIL YOUR SHIP BY

  70. PURPOSE CONTENT STYLE

  71. FOCUS ON PRIORITY, NOT POSITION!

  72. DESIGNING WITH  CONTENT & HIERARCHY ‣ Content Model ‣

    Presentation Model
  73. THE CONTENT MODEL Documents ... ‣ the types of content

    your project needs ‣ the discrete attributes that make up each content type ‣ the relationships between them
  74. http://bit.ly/13FTHlG

  75. None
  76. THE PRESENTATION MODEL Documents... ‣ the types of pages your

    project needs ‣ the discrete components that make up each page type ‣ the hierarchy of those components
  77. THE PRESENTATION MODEL ‣ Content Asset 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.)
  78. HIERARCHY
 HIERARCHY HIERARCHY

  79. None
  80. INTENT MAPPING

  81. PERSONA PAGE TYPE / COMPONENT A PAGE TYPE / COMPONENT

    B PAGE TYPE / COMPONENT C SCENARIO A
  82. COMPONENT

  83. PURPOSE CONTENT STYLE

  84. STYLE IS POWERFUL!

  85. AVOIDING THE WHIM WINDS

  86. PURPOSE COMES FIRST

  87. SEEK EVALUATION,  NOT CREATION

  88. UNDERSTAND
 BRAND PERSONALITY, CHARACTERISTICS & VOICE not a desired look

    and feel
  89. EMBRACE METAPHOR

  90. Each of these celebrities embody personality traits and characteristics like

    intelligent, accessible, and classic.
  91. Each of these car brands embody ideals like simple, dependable,

    useful, quality, tried-and-true.
  92. None
  93. None
  94. VERBAL LANGUAGE,  THEN VISUAL LANGUAGE

  95. INSPIRE

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

  97. “ — Jared Spool WE NEED TO LOOK AT OUR

    DESIGN PROCESS AS A WAY TO COME TO A SINGLE INTENTION AS MUCH AS IT IS TO MAKE THAT INTENTION REAL IN THE WORLD.
  98. REMEMBER

  99. REMEMBER

  100. THANKS! Jared Ponchot // @jponch // GiantConf 2014