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Defuzzing Fuzzy Concepts - MinneWebCon Presentation Version

Scott Kubie
April 16, 2013

Defuzzing Fuzzy Concepts - MinneWebCon Presentation Version

The presentation version of my 2013 MinneWebCon presentation "Clarity, Copy, and Content Strategy: Defuzzing Fuzzy Concepts".

Scott Kubie

April 16, 2013
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Transcript

  1. Scott Kubie - MinneWebCon 2013
    De-fuzzing
    Fuzzy Concepts
    #FuzzyConcepts @scottrocketship
    Clarity, copy, and content strategy:
    Monday, April 15, 13

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  2. #FuzzyConcepts @scottrocketship
    First,
    A Fuzzy
    Definition of
    Fuzzy Concepts
    Monday, April 15, 13

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  3. #FuzzyConcepts @scottrocketship
    There’s nothing
    worse than a sharp
    image of a fuzzy
    concept.
    - Ansel Adams, photographer
    Monday, April 15, 13

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  4. Our images are
    getting
    sharper...
    #FuzzyConcepts @scottrocketship
    Monday, April 15, 13

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  5. #FuzzyConcepts @scottrocketship
    Monday, April 15, 13

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  6. What tools do
    we have for
    sharp concepts?
    #FuzzyConcepts @scottrocketship
    Monday, April 15, 13

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  7. Um...thinking?
    Thinking is
    good.
    #FuzzyConcepts @scottrocketship
    Monday, April 15, 13

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  8. #FuzzyConcepts @scottrocketship
    People who think
    well, write well.
    Woolly minded people write
    woolly memos, woolly letters
    and woolly speeches.
    - David Ogilvy
    Monday, April 15, 13

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  9. Iteration vs.
    introspection?
    #FuzzyConcepts @scottrocketship
    Monday, April 15, 13

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  10. #FuzzyConcepts @scottrocketship
    Now,
    Several Reasons
    Fuzziness is Bad
    Monday, April 15, 13

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  11. #FuzzyConcepts @scottrocketship
    Fuzziness
    causes friction.
    Monday, April 15, 13

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  12. Rework p. 44, 2010

    #FuzzyConcepts @scottrocketship
    When you don’t know what you
    believe, everything becomes an
    argument. Everything is
    debatable.
    But when you stand for
    something, decisions are
    obvious.
    - Jason Fried and David Heinemeier Hansson
    Monday, April 15, 13

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  13. #FuzzyConcepts @scottrocketship
    If you’re not
    distinct, you’re
    not relevant.
    Monday, April 15, 13

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  14. As predicted in her closing plenary at the 2013 IA Summit

    #FuzzyConcepts @scottrocketship
    In 30 years...
    Every business is
    digital.
    Every business is in the
    user experience
    business.
    - Karen McGrane
    Monday, April 15, 13

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  15. #FuzzyConcepts @scottrocketship
    Fuzziness
    makes your
    experience
    suck.
    Monday, April 15, 13

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  16. We can’t establish
    context without
    clarity.
    #FuzzyConcepts @scottrocketship
    Monday, April 15, 13

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  17. #FuzzyConcepts @scottrocketship
    Monday, April 15, 13

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  18. #FuzzyConcepts @scottrocketship
    Purpose
    Focus
    Structure
    Consistency
    Meaning
    Distinction
    Conviction
    Ownership
    Ambition
    Authenticity
    Perspective
    Monday, April 15, 13

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  19. #FuzzyConcepts @scottrocketship
    Purpose
    Focus
    Structure
    Consistency
    Meaning
    Distinction
    Conviction
    Ownership
    Ambition
    Authenticity
    Perspective
    Purpose
    Focus
    Structure
    Consistency
    Meaning
    Distinction
    Conviction
    Ownership
    Ambition
    Authenticity
    Perspective
    Monday, April 15, 13

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  20. #FuzzyConcepts @scottrocketship
    Clarity is
    empowering.
    Monday, April 15, 13

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  21. #FuzzyConcepts @scottrocketship
    How do we
    defuzz?
    Monday, April 15, 13

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  22. CARE!
    CARE, DAMN
    YOU!
    Monday, April 15, 13

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  23. #FuzzyConcepts @scottrocketship
    Enter:
    Content
    Strategists!
    To the rescue!
    Monday, April 15, 13

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  24. Voice and branding?
    Check.
    Qualitative analysis?
    Check.
    Asking “Why?” well past the
    point where everyone else is
    exhausted?
    Check.
    #FuzzyConcepts @scottrocketship
    Monday, April 15, 13

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  25. UX designers fight
    for the user.
    #FuzzyConcepts @scottrocketship
    Monday, April 15, 13

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  26. UX designers fight
    for the user.
    Content strategists
    fight for the future.
    #FuzzyConcepts @scottrocketship
    Monday, April 15, 13

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  27. #FuzzyConcepts @scottrocketship
    Next,
    A Totally Made-Up but
    Reasonably Useful
    Six-Part Framework
    for Evaluating your
    Purpose and
    Combatting Fuzziness
    Monday, April 15, 13

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  28. Vision Voice
    Mission Message
    Targets Tone
    Monday, April 15, 13

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  29. Vision Voice
    Mission Message
    Targets Tone
    Monday, April 15, 13

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  30. Vision Voice
    Mission Message
    Targets Tone
    Monday, April 15, 13

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  31. Vision
    Monday, April 15, 13

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  32. Visions are
    realized.
    #FuzzyConcepts @scottrocketship
    Monday, April 15, 13

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  33. So what?
    Why are we doing this?
    What's the point?
    Will anyone care?
    Is this even possible?
    Isn't someone already
    doing this?
    #FuzzyConcepts @scottrocketship
    Monday, April 15, 13

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  34. Clear visions are
    ambitious.
    #FuzzyConcepts @scottrocketship
    Monday, April 15, 13

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  35. #FuzzyConcepts @scottrocketship
    Arguing about
    what’s “right”.
    Monday, April 15, 13

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  36. #FuzzyConcepts @scottrocketship
    Write a manifesto
    TECHNIQUE
    Monday, April 15, 13

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  37. #FuzzyConcepts @scottrocketship
    1. Figure out what you believe
    (easy, right?).
    Write a manifesto
    TECHNIQUE
    Monday, April 15, 13

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  38. #FuzzyConcepts @scottrocketship
    1. Figure out what you believe
    (easy, right?).
    2. Write it down.
    Write a manifesto
    TECHNIQUE
    Monday, April 15, 13

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  39. #FuzzyConcepts @scottrocketship
    1. Figure out what you believe
    (easy, right?).
    2. Write it down.
    3. Review regularly.
    Write a manifesto
    TECHNIQUE
    Monday, April 15, 13

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  40. #FuzzyConcepts @scottrocketship
    Build consensus.
    Write a manifesto
    TECHNIQUE
    Monday, April 15, 13

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  41. #FuzzyConcepts @scottrocketship
    Watch for silent dissent.
    Not vocalizing disagreement
    is not the same as agreeing.
    Write a manifesto
    TECHNIQUE
    Monday, April 15, 13

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  42. #FuzzyConcepts @scottrocketship
    The principles
    aren’t coming
    through in the
    products.
    Monday, April 15, 13

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  43. #FuzzyConcepts @scottrocketship
    Make it Visual
    BEST PRACTICES
    Monday, April 15, 13

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  44. #FuzzyConcepts @scottrocketship
    Write it on the wall...
    Make it Visual
    BEST PRACTICES
    Monday, April 15, 13

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  45. #FuzzyConcepts @scottrocketship
    Write it on the wall...
    Publish it on your website....
    Make it Visual
    BEST PRACTICES
    Monday, April 15, 13

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  46. #FuzzyConcepts @scottrocketship
    Write it on the wall...
    Publish it on your website....
    Tattoo it on your chest...
    Make it Visual
    BEST PRACTICES
    Monday, April 15, 13

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  47. Monday, April 15, 13

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  48. Monday, April 15, 13

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  49. Vision Voice
    Monday, April 15, 13

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  50. Vision Voice
    Monday, April 15, 13

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  51. Voices are
    found.
    #FuzzyConcepts @scottrocketship
    Monday, April 15, 13

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  52. #FuzzyConcepts @scottrocketship
    Whose thing is this?
    Is this us?
    How do we decide?
    Do we believe that?
    Where does it belong?
    Monday, April 15, 13

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  53. A clear voice
    has perspective.
    #FuzzyConcepts @scottrocketship
    Monday, April 15, 13

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  54. #FuzzyConcepts @scottrocketship
    Many speakers,
    many voices.
    Monday, April 15, 13

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  55. #FuzzyConcepts @scottrocketship
    Elevator Pitch Workshop
    TECHNIQUE
    Monday, April 15, 13

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  56. #FuzzyConcepts @scottrocketship
    1. Make a list of common
    questions about your thing.
    Elevator Pitch Workshop
    TECHNIQUE
    Monday, April 15, 13

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  57. #FuzzyConcepts @scottrocketship
    1. Make a list of common
    questions about your thing.
    2. Record answers individually.
    Elevator Pitch Workshop
    TECHNIQUE
    Monday, April 15, 13

    View Slide

  58. #FuzzyConcepts @scottrocketship
    1. Make a list of common
    questions about your thing.
    2. Record answers individually.
    3. Play back to the full group.
    Elevator Pitch Workshop
    TECHNIQUE
    Monday, April 15, 13

    View Slide

  59. #FuzzyConcepts @scottrocketship
    1. Make a list of common
    questions about your thing.
    2. Record answers individually.
    3. Play back to the full group.
    4. Facilitate discussion on
    themes, concerns.
    Elevator Pitch Workshop
    TECHNIQUE
    Monday, April 15, 13

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  60. #FuzzyConcepts @scottrocketship
    It’s hard to
    stand out.
    Monday, April 15, 13

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  61. #FuzzyConcepts @scottrocketship
    Start with a good name
    BEST PRACTICES
    Monday, April 15, 13

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  62. #FuzzyConcepts @scottrocketship
    I’m not Mr. Lebowski.
    You’re Mr. Lebowski.
    I’m the Dude.
    - Jeff Bridges is The Dude
    The Big Lebowski
    Monday, April 15, 13

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  63. #FuzzyConcepts @scottrocketship
    Start with a good name
    BEST PRACTICES
    Monday, April 15, 13

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  64. #FuzzyConcepts @scottrocketship
    Start with a good name
    When brainstorming, seek
    hyponyms, not just synonyms.
    BEST PRACTICES
    Monday, April 15, 13

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  65. #FuzzyConcepts @scottrocketship
    Start with a good name
    When brainstorming, seek
    hyponyms, not just synonyms.
    BEST PRACTICES
    Monday, April 15, 13

    View Slide

  66. #FuzzyConcepts @scottrocketship
    Start with a good name
    When brainstorming, seek
    hyponyms, not just synonyms.
    BEST PRACTICES
    Monday, April 15, 13

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  67. Vision Voice
    Mission
    Monday, April 15, 13

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  68. Vision Voice
    Mission
    Monday, April 15, 13

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  69. Missions are
    accomplished.
    #FuzzyConcepts @scottrocketship
    Monday, April 15, 13

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  70. #FuzzyConcepts @scottrocketship
    What IS this thing?
    What problem are we
    trying to solve?
    What type?
    App? Site? Book? Event?
    Can we cut this?
    Do we need this?
    Monday, April 15, 13

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  71. #FuzzyConcepts @scottrocketship
    How to
    prioritize?
    Monday, April 15, 13

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  72. #FuzzyConcepts @scottrocketship
    MoSCoW
    TECHNIQUE
    Monday, April 15, 13

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  73. #FuzzyConcepts @scottrocketship
    MoSCoW
    TECHNIQUE
    Must
    Include
    Should
    Include
    (if it’s easy)
    Could
    Include
    (if X wasn’t in our
    way)
    Won’t
    Include
    (in this version, at
    least)
    Monday, April 15, 13

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  74. #FuzzyConcepts @scottrocketship
    MoSCoW
    TECHNIQUE
    Must
    Include
    Should
    Include
    (if it’s easy)
    Could
    Include
    (if X wasn’t in our
    way)
    Won’t
    Include
    (in this version, at
    least)
    Monday, April 15, 13

    View Slide

  75. #FuzzyConcepts @scottrocketship
    MoSCoW
    TECHNIQUE
    Must
    Include
    Should
    Include
    (if it’s easy)
    Could
    Include
    (if X wasn’t in our
    way)
    Won’t
    Include
    (in this version, at
    least)
    Monday, April 15, 13

    View Slide

  76. #FuzzyConcepts @scottrocketship
    MoSCoW
    TECHNIQUE
    Must
    Include
    Should
    Include
    (if it’s easy)
    Could
    Include
    (if X wasn’t in our
    way)
    Won’t
    Include
    (in this version, at
    least)
    Monday, April 15, 13

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  77. #FuzzyConcepts @scottrocketship
    What the hell is
    this thing?
    Monday, April 15, 13

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  78. #FuzzyConcepts @scottrocketship
    Concept Modeling
    TECHNIQUE
    Give the abstract more
    substance with a structured
    diagram focused on
    relationships.
    Monday, April 15, 13

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  79. Facebook
    Page
    Complete
    Vehicle
    Inventory
    Dealership
    Information
    Homescreen
    Icon
    Website
    Portal
    available at
    idealer.co/
    dealername
    is built by
    is a
    Service
    for
    that powers
    Native Mobile
    Apps for Auto
    Dealerships
    used by
    Dealership
    Customers
    Dealership
    Staff
    to enhance the relationship
    and communication with
    used to
    manage
    Auto
    Dealers
    designed
    for featuring
    Apple's
    App Store
    Android
    Marketplace
    iPhone
    iPad iPod
    Multiple
    Android
    Devices
    Twitter
    Profile
    YouTube
    Google
    Plus
    Push
    Messages
    about
    Events
    News
    Special
    Offers
    In-App
    Logo
    In-App
    Photos &
    Graphics
    that run on
    that run on downloaded
    through
    downloaded
    through
    Social
    Links
    to
    with dealership
    branded
    User
    Toolbox
    containing
    Flashlight
    Loan
    Calculator
    Parking
    Assistant
    Vehicle
    Manuals
    including
    Contact
    Details
    Hours
    and
    Services
    Map and
    Locations
    who access Application
    Features
    including
    Vehicle
    Photos
    Detailed
    Descriptions
    Links to
    more info
    Overall
    Look
    and Feel
    brand
    company
    #FuzzyConcepts @scottrocketship
    Monday, April 15, 13

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  80. Website
    Portal
    available at
    idealer.co/
    dealername
    is built by
    is a
    Service
    for
    that powers
    Native Mobile
    Apps for Auto
    Dealerships
    used by
    Dealership
    Customers
    De
    to enh
    and
    used to
    manage
    Auto
    Dealers
    designed
    for
    who access
    brand
    company
    Monday, April 15, 13

    View Slide

  81. Facebook
    Page
    Complete
    Vehicle
    Inventory
    Dealership
    Information
    Homescreen
    Icon
    Native Mobile
    Apps for Auto
    Dealerships
    used by
    Dealership
    Customers
    Dealership
    Staff
    to enhance the relationship
    and communication with
    used to
    manage
    d
    featuring
    Twitter
    Profile
    YouTube
    Google
    Plus
    Push
    Messages
    In-App
    Logo
    In-App
    Photos &
    Graphics
    Social
    Links
    to
    with dealership
    branded
    User
    Toolbox
    containing
    Flashlight
    Loan
    Calculator
    Parking
    Assistant
    Vehicle
    Manuals
    who access Application
    Features
    Overall
    Look
    and Feel
    Monday, April 15, 13

    View Slide

  82. Facebook
    Page
    Complete
    Vehicle
    Inventory
    Dealership
    Information
    Homescreen
    Icon
    Native Mobile
    Apps for Auto
    Dealerships
    used to
    manage
    d
    featuring
    Android
    Marketplace
    Twitter
    Profile
    YouTube
    Google
    Plus
    Push
    Messages
    about
    Events
    News
    Special
    Offers
    In-App
    Logo
    wnloaded
    hrough
    Social
    Links
    to
    with dealership
    branded
    User
    Toolbox
    containing
    Flashlight
    Loan
    Calculator
    Parking
    Assistant
    Vehicle
    Manuals
    including
    Contact
    Details
    Hours
    and
    Services
    Map and
    Locations
    including
    Vehicle
    Photos
    Detailed
    Descriptions
    Links to
    more info
    Monday, April 15, 13

    View Slide


  83. #FuzzyConcepts @scottrocketship
    Use concept models for
    yourself. Ultimately,
    they are the most selfish,
    introspective, and self-
    indulgent artifact...
    - Dan M. Brown
    Communicating Design, 2nd Edition, p.65
    Monday, April 15, 13

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  84. #FuzzyConcepts @scottrocketship
    Problem:
    You don’t know what
    your problem is.
    Monday, April 15, 13

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  85. #FuzzyConcepts @scottrocketship
    WHO needs WHAT
    because WHY
    Problem Statement
    TECHNIQUE
    Described by Whitney Hess at MinneWebCon 2012
    http://www.slideshare.net/whitneyhess/whats-your-problem-
    putting-purpose-back-into-your-projects
    Monday, April 15, 13

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  86. Vision Voice
    Mission Message
    Monday, April 15, 13

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  87. Vision Voice
    Mission Message
    Monday, April 15, 13

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  88. Messages are
    designed.
    #FuzzyConcepts @scottrocketship
    Monday, April 15, 13

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  89. “an idea
    suitable for
    transmission”
    #FuzzyConcepts @scottrocketship
    Monday, April 15, 13

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  90. A clear message
    has structure.
    #FuzzyConcepts @scottrocketship
    Monday, April 15, 13

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  91. #FuzzyConcepts @scottrocketship
    What goes on the homepage?
    What should the tagline be?
    Do we need to mention that?
    Do we have to mention that?
    What's the most important part?
    Where do they start?
    Monday, April 15, 13

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  92. #FuzzyConcepts @scottrocketship
    Lotsa stuff.
    Not a lotta
    meaning.
    Monday, April 15, 13

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  93. #FuzzyConcepts @scottrocketship
    Hire an Information
    Architect
    BEST PRACTICES
    Monday, April 15, 13

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  94. #FuzzyConcepts @scottrocketship
    Seriously though.
    They’re great.
    Hire an Information
    Architect
    BEST PRACTICES
    Monday, April 15, 13

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  95. #FuzzyConcepts @scottrocketship
    “It should be
    edgy. But safe.
    Not radical.
    Cool, though.”
    Monday, April 15, 13

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  96. #FuzzyConcepts @scottrocketship
    Message Architecture
    TECHNIQUE
    Monday, April 15, 13

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  97. #FuzzyConcepts @scottrocketship
    Identify conflicting priorities
    and identify important
    messages with a cardsorting
    workshop.
    Message Architecture
    TECHNIQUE
    Monday, April 15, 13

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  98. #FuzzyConcepts @scottrocketship
    A message architecture
    is a hierarchy of
    communication goals...
    [T]hey’re attributes
    that appear in order of
    priority, typically in an
    outline.
    From “Content Strategy at
    Work” by Margot Bloomstein
    Monday, April 15, 13

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  99. Vision Voice
    Mission Message
    Targets
    Monday, April 15, 13

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  100. Vision Voice
    Mission Message
    Targets
    Monday, April 15, 13

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  101. Targets are
    reached.
    #FuzzyConcepts @scottrocketship
    Monday, April 15, 13

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  102. Clear targets are
    measurable.
    #FuzzyConcepts @scottrocketship
    Monday, April 15, 13

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  103. Vision Voice
    Mission Message
    Targets Tone
    Monday, April 15, 13

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  104. Vision Voice
    Mission Message
    Targets Tone
    Monday, April 15, 13

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  105. Tone is chosen
    based on the
    situation and
    audience.
    #FuzzyConcepts @scottrocketship
    Monday, April 15, 13

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  106. To be clear, your
    tone must be
    appropriate.
    #FuzzyConcepts @scottrocketship
    Monday, April 15, 13

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  107. #FuzzyConcepts @scottrocketship
    OBJECTIVE LANGUAGE
    BEST PRACTICES
    Monday, April 15, 13

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  108. #FuzzyConcepts @scottrocketship
    Subjective language (we’re the
    best!) is weak and often
    inappropriate.
    OBJECTIVE LANGUAGE
    BEST PRACTICES
    Monday, April 15, 13

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  109. #FuzzyConcepts @scottrocketship
    OBJECTIVE LANGUAGE
    BEST PRACTICES
    Tip: you can be objective about
    subjectivity.
    (We think we’re the best!)
    Monday, April 15, 13

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  110. #FuzzyConcepts @scottrocketship
    Finally,
    A Preemptive Strike
    on Possible
    Objections and
    Likely Concerns
    Monday, April 15, 13

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  111. Do we have to
    do all this work
    for every
    project?
    #FuzzyConcepts @scottrocketship
    Monday, April 15, 13

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  112. No. But that doesn’t
    mean your
    competitors won’t.
    #FuzzyConcepts @scottrocketship
    Monday, April 15, 13

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  113. Are you discounting
    play and discovery by
    being so prescriptive
    up front?
    #FuzzyConcepts @scottrocketship
    Monday, April 15, 13

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  114. There are times for
    iteration and times
    for introspection.
    #FuzzyConcepts @scottrocketship
    Monday, April 15, 13

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  115. Sounds great...if
    only they’d let
    me do it the
    right way.
    #FuzzyConcepts @scottrocketship
    Monday, April 15, 13

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  116. Hang in there!
    I’ve got your
    back.
    #FuzzyConcepts @scottrocketship
    Monday, April 15, 13

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  117. :)
    #FuzzyConcepts @scottrocketship
    That’s all.
    Thank you.
    Monday, April 15, 13

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  118. ?
    #FuzzyConcepts @scottrocketship
    Questions?
    kubie.co/fuzzyconcepts
    Monday, April 15, 13

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