cropa-colbow.pdf - Speaker Deck

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TIMEOUT Thursday, January 19, 12

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My website Industry magazines Long informative comics Thursday, January 19, 12

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What brings me here today is my day job. As I was having this terrible experience with the library I was just starting in on my first Thursday, January 19, 12

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HTML Thursday, January 19, 12

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> In order to have a successful digital magazine it had to be better in some way to its print counterpart. Thursday, January 19, 12

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If you look at digital music or books you can make the argument that digital is better because you can carry around thousands of them with ease. Thursday, January 19, 12

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What is the secret to creating a great experience? Thursday, January 19, 12

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S T E P 1 Find a book you're interested in Thursday, January 19, 12

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S T E P 1 S T E P 2 Find a book you're interested in Add book to your cart Thursday, January 19, 12

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S T E P 1 S T E P 2 S T E P 3 Find a book you're interested in Add book to your cart Login and Check out your book Thursday, January 19, 12

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S T E P 4 Get a download link Thursday, January 19, 12

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S T E P 4 S T E P 5 Get a download link Boot up Windows Thursday, January 19, 12

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S T E P 4 S T E P 5 S T E P 6 Get a download link Boot up Windows Download proprietary software Thursday, January 19, 12

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S T E P 7 Install software Thursday, January 19, 12

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S T E P 7 S T E P 8 Install software Get cryptic error Thursday, January 19, 12

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S T E P 7 S T E P 8 S T E P 9 Install software Get cryptic error Google cryptic error Thursday, January 19, 12

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S T E P 1 0 Learn that you need an updated security certiﬁcate Thursday, January 19, 12

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S T E P 1 0 S T E P 1 1 Learn that you need an updated security certiﬁcate Open Windows Media Player Thursday, January 19, 12

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S T E P 1 0 S T E P 1 1 S T E P 1 2 Download new security certiﬁcate Learn that you need an updated security certiﬁcate Open Windows Media Player Thursday, January 19, 12

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S T E P 1 3 Learn that you need to update Windows Media Player Thursday, January 19, 12

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S T E P 1 3 S T E P 1 4 Learn that you need to update Windows Media Player Download and Install update Thursday, January 19, 12

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S T E P 1 3 S T E P 1 4 S T E P 1 5 Learn that you need to update Windows Media Player Download and Install update Reboot Windows Thursday, January 19, 12

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S T E P 1 6 Start up Overdrive Media Player Thursday, January 19, 12

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S T E P 1 6 S T E P 1 7 Get another cryptic error message Start up Overdrive Media Player Thursday, January 19, 12

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S T E P 1 6 S T E P 1 7 S T E P 1 8 Get another cryptic error message Insert profanity Start up Overdrive Media Player Thursday, January 19, 12

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S T E P 1 9 Give up on stupid library Thursday, January 19, 12

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S T E P 1 9 S T E P 2 0 Give up on stupid library Open Bit torrent site Thursday, January 19, 12

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S T E P 1 9 S T E P 2 0 Give up on stupid library Open Bit torrent site S T E P 2 1 Click download Thursday, January 19, 12

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S T E P 2 2 Enjoy your audio book Thursday, January 19, 12

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se·lect·list [si-lekt-list] Thursday, January 19, 12

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se·lect·list [si-lekt-list] ??? Thursday, January 19, 12

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Nit-picking [nit-pi-king] Nitpicking is the act of removing nits (the eggs of lice, generally head lice) from the host's hair. Thursday, January 19, 12

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I CLEVELAND Thursday, January 19, 12

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It’s not just a problem with CLP - It’s a problem that many libraries have - In fact it’s a larger problem that many many organizations have with the way we build sites and apps - Thursday, January 19, 12

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They don’t care Thursday, January 19, 12

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What is the secret to creating a great experience? Thursday, January 19, 12

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You have to care. Thursday, January 19, 12

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We have this tendency to boil down our work into a check list of features. (show a checklist of features the library has) Ability to download audio book Thursday, January 19, 12

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Ability to download audio book Save book to list if not available Thursday, January 19, 12

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Ability to download audio book Save book to list if not available License management for publishers Thursday, January 19, 12

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Ability to download audio book Save book to list if not available License management for publishers Burn audio to CD Thursday, January 19, 12

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Ability to download audio book Save book to list if not available License management for publishers Burn audio to CD Transfer to iPods They have done all these things but are missing the key ingredients to make all these things work together smoothly Thursday, January 19, 12

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Username or Email Thursday, January 19, 12

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Instapaper Thursday, January 19, 12

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Seek ’n Spell Thursday, January 19, 12

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Two different cultures Thursday, January 19, 12

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Step 1 Talk to Real Users Thursday, January 19, 12

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What do you want to see on the website? Thursday, January 19, 12

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A Stock Ticker CEO Thursday, January 19, 12

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A Stock Ticker Photos of the brochure CEO Marketing Director Thursday, January 19, 12

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A Stock Ticker Photos of the brochure Baseball scores CEO Marketing Director Repairman Thursday, January 19, 12

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A Stock Ticker Photos of the brochure Baseball scores Ponies! CEO Marketing Director Repairman CEO’s Daughter Thursday, January 19, 12

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What do you want to see on the website? Thursday, January 19, 12

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How would you construct or ﬁx something? Thursday, January 19, 12

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Duct Tape CEO Thursday, January 19, 12

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Duct Tape I roll up my sleeves and jump in, I have a couple tools. CEO Marketing Director Thursday, January 19, 12

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Duct Tape I roll up my sleeves and jump in, I have a couple tools. I find the right tool for the job. CEO Marketing Director Repairman Thursday, January 19, 12

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Duct Tape I roll up my sleeves and jump in, I have a couple tools. I find the right tool for the job. CEO Marketing Director Repairman CEO’s Daughter Borrow my Dad's duct tape to make a Home for my Ponies. Thursday, January 19, 12

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Track what you eat and count calories Provide a grocery list that only has healthy options Track exercise routine and calories burned Built in pedometer Thursday, January 19, 12

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Track what you eat and count calories Provide a grocery list that only has healthy options Track exercise routine and calories burned Built in pedometer Thursday, January 19, 12

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Walk us through your last trip to the grocery store. Thursday, January 19, 12

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Prepare a list at home Walk us through your last trip to the grocery store. Thursday, January 19, 12

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Prepare a list at home Take bus to grocery store Walk us through your last trip to the grocery store. Thursday, January 19, 12

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Prepare a list at home Take bus to grocery store Get a cart Walk us through your last trip to the grocery store. Thursday, January 19, 12

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Prepare a list at home Take bus to grocery store Get a cart Walk us through your last trip to the grocery store. Enter main doors near the produce Thursday, January 19, 12

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Waited at the checkout line Looked over and tried to resist the candy bars Caved in and picked up a candy bar Walk us through your last trip to the grocery store. Thought about what a tough day he had at work and about how he deserved a treat Thursday, January 19, 12

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Track what you eat and count calories Provide a grocery list that only has healthy options Track exercise routine and calories burned Built in pedometer Thursday, January 19, 12

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Eat to overcome an unpleasant mood Thursday, January 19, 12

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Eat to overcome an unpleasant mood Eat as a reward Thursday, January 19, 12

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Eat to overcome an unpleasant mood Eat as a reward Eat too much when stressed Thursday, January 19, 12

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Step 2 Organize information into groups Thursday, January 19, 12

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Other motivations: - Hungry all the time - Eat much larger portions than I should - Maybe the person feels resigned to be overweight and has given up Thursday, January 19, 12

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Other motivations: - Hungry all the time - Eat much larger portions than I should - Maybe the person feels resigned to be overweight and has given up Thursday, January 19, 12

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Step 3 Create new features Thursday, January 19, 12

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- A feature we might think up to go under that motivation might be a feature that builds the buddy system into our app Thursday, January 19, 12

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This is like brain storming. But it’s informed brain storming. We coming up with ideas based on real problems and motivations. We can then pull out the features we think will work best. Thursday, January 19, 12

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Step 3.5 Create personas of users Thursday, January 19, 12

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Mary Mary is a working professional who struggles to ﬁnd time to cook and often opts for easier eating options. Reasons for poor health decisions: - Not enough time to make healthy decisions - Can’t ﬁnd time to exercise - Eats unhealthy food as a reward or in stressful situations Thursday, January 19, 12

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Doug Doug is a work at home computer programmer. He has always struggled with his weight. Reasons for poor health decisions: - Makes poor eating decisions - Resigned to being overweight - Feels out of place at health clubs and health food stores Thursday, January 19, 12

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- We can build features just for Mary - We can write all our copy to speak directly to Mary - We can cater to Mary’s needs instead of a wider spectrum of users Thursday, January 19, 12

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Mental Models: Aligning Design Strategy with Human Behavior By Indi Young Content Strategy for the Web by Kristina Halvorson Thursday, January 19, 12