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Design for an Exploding WorldFind Your Meaning, Dig the Data & Adapt
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AIGA “Small Talks, Big Ideas” – San Jose State University
10/22/2009
Razorfish -- Marisa Gallagher, VP User Experience
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CHAOSThe designer's world has
entered a constant state of change.
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Dealing with the Chaos:1. FIND – your meaning to the world
2. DIG – into the data to know more
3. ADAPT – get on with it and learn
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1. FIND (your meaning)Your brand means something, even
if your advertising doesn’t.
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What Does Your Brand Mean to Your Customer?
Questions to Ask:
What is its cultural significance?
Does it represent any archetype or icon?
Why do your customers like it, love it, fear it, hate it, use it?
What does it say about them – in what context do they use it?
What is its “shared shorthand”?
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First -- Go Broad
Explore the cultural archetypes and concepts related to a product category or larger industry. Create mood boards and word lists of what you find.
Then – Get Specific
Do a competitive audit of how others are using archetypes and cultural elements. Look for holes, gaps, and saturation points.
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How to Use The Questions?
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Beverage Culture in Pictures . . .
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Beverage Culture in Words . . .
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Coke: “Click-snap, Ahhhhhhhh.”Branding the sound of refreshment.
Competitive Audit
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Snapple: “We found better stuff!”Purveyors of momentary, exotic
amusement and chance discovery.
Competitive Audit
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Y water: a “new” concept in children’s beverages.
A magic potion is a special bottle to transform our kids and the industry.
Competitive Audit
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2. DIG (into the data)Become channel fluent.
Know how and where to reach your audience.
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Old Media Is Maimed, Not Dead
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Yet, Choose Your Channel Wisely
Mass + Passive
Channels
COMMUNICATION
Personal +
Interactive
Channels
PARTICIPATION
immersive storytelling
location specific
ritual, s
ocializing, familiarityconnected,
tailored,
dynamic
striking
play
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Americans under 45 spend more time online than with other media
Internet
Know How To Reach Your Audience
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Europeans over 25 like TV more than the Web, those over 45 like both radio and TV more than the Web
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Internet
Another Good Starting Point . . .
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And Keep on Digging . . .
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Qualitative Research Quantitative ResearchGood at: • Context, human texture, semantics,
subjectivity• Definitive conclusions, clear measures,
objectivity
Typical set-up: • Often in person, observation and discussion-oriented, even with task completion
• Often remote, test plan structured around clear objective responses without ambiguity (yes/no, multiple choice, success/failure)
Provides: • The why, why not, where not, when not • The what, how much, when, where
Downfall: • Directionality can be skewed by sample size, personalities
• Can be looking at the wrong measures.
Sample Size • 8-12 provide directionality/patterns • 100+ (technically 30, but numbers normalize better above 100)
Examples • Ethnographic studies• One-on-one interviews• Lab-style usability tests• Focus groups• Card sorting (in person)
• Mouse-and-click-path tracking• Multivariate testing• Self-directed remote usability testing• Analytics + search log tracking• Surveys• Card sorting (remote)
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And Digging . . .
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3. ADAPT (and learn)Put it out there (and listen)
before it puts you out of business.
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Get the Feedback Loop Going
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Get Your Advocates Energized
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Just Do It, Even if You’re Not Nike
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Go Cheap: Don’t Build, Don’t Buy
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Get Responsive Before It’s Too Late
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Dealing with the Chaos:1. FIND – your meaning to the world
2. DIG – into the data to know more
3. ADAPT – get on with it and learn
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Thank You
Razorfish
Marisa Gallagher, VP User Experience
[email protected]/marisagallagher
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