An Advertising Design Problem

© 2016 Naked Communications All Rights Reserved
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AN ADVERTISING DESIGN PROBLEM
RE-THINKING HOW WE DO WHAT WE DO WITH UXD
CRAIG ADAMS
STRATEGY DIRECTOR
IAN SWANSON
DESIGN LEAD

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IMMERSION IN THE BRIEF
SKETCHING
EXPLORING IDEAS
MAKING
DOING
CODING
DESIGNING
CREATING
MAKING
CREATING
CODING
DESIGNING
DOING
ALL TEAMS
CHECK IN
SKILL SHORTAGES
WANTS & NEEDS
HELP EACH OTHER
ALL TEAMS CHECK
IN & SHARE
PROGRESS/IDEAS/CHALLENGES
FOCUS AREAS/SKILL SHORTAGES
ALL TEAMS CHECK
IN & SHARE PROTOTYPING
& FOCUS FOR DAY 2
SKETCHING/DEVELOPING
PROTOTYPING/EXPLORING
SERVE LUNCH
EAT TOGETHER
SERVE LUNCH
EAT TOGETHER
48
HOURS
9DAY
TWO
COUNTDOWN EVERY HOUR
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SHOW & TELL
NIGHT
BEFORE
BRIEFING &
SOCIAL
7DAY
ONE

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FRIDAY, JULY 29TH
GOODNESS IN JULY
@ GOOGLE HQ, 9:00-18:30
SYDNEY

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TODAY
THE PROBLEM(S) WITH ADVERTISING
THE DESIGN OPPORTUNITY
STEALABLE STUFF YOU CAN STEAL
CHANGING THE WAY WE WORK

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IS IT ME, OR HAS
ADVERTISING GOT REALLY HARD?

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WHEN I LOOK AROUND, IT SEEMS THAT
MOST OF US ARE LOST
CONFUSED
DESPERATE
SPLIT-UP
FRUSTRATED
AM I THE ONLY ONE
WHO FEELS LIKE THIS?

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UNPRECEDENTED MARKET PRESSURES
(MORE PLAYERS, BIGGER TARGETS, LESS MONEY, LESS TIME)

BRICOLEURS TINKER WITH A MYRIAD OF DISPARATE
MATERIALS THAT HAPPEN TO BE AVAILABLE AND
PUT SEEMINGLY UNRELATED THINGS TOGETHER INTO
SOME SEMBLANCE OF ORDER. WE ARE JUNK
COLLECTORS WHO BRING ORDER OUT OF CHAOS.
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‘BRICOLAGE’

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SPECIALISING INTO IRRELEVANCE
(CONTENT, SOCIAL, DATA, CREATIVE, COMMS, BRAND)

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“DISCIPLINES HAVE BIRTHED SPECIALISED VERSIONS
OF THEMSELVES. ALL THIS SPECIALISATION WOULD
SUGGEST THE INDUSTRY IS BECOMING MORE
PRODUCTIVE AND THAT IT IS MAKING MARKETING BOTH
MORE EFFICIENT AND EFFECTIVE FOR BUSINESSES.
YET ALL THE EVIDENCE SUGGESTS OTHERWISE.”
(SPECIALISING INTO IRRELEVANCE; GARETH KAY, 2015, CHAPTER SF)

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UNHEALTHY FIXATION ON SIMPLICITY
(ALL HAIL THE CREATIVE BRIEF…!)

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STRATEGY IS
SACRIFICE

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BLISSFULLY MOTIVATED BY ONE THING
(AGAIN, PERHAPS TRYING TO KEEP THINGS SIMPLE)

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MOTIV-
ATION
EASE
BEHAVIOURAL
PROPENSITY

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MOTIVATION
EASE BEHAVIOURAL
PROPENSITY

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CREATING NOISE OVER VALUE
(AND ASKING FOR MORE THAN WE’RE GIVING)

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AND IN DOING SO
OBSESSED WITH UBIQUITY OVER UTILITY

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“GIVEN THAT YOUR CAMPAIGN WILL INEVITABLY BE
CAUGHT IN A BLIZZARD OF DISTRACTIONS,
PROVIDING REAL VALUE IS A MORE DEFENSIBLE
POSITION THAN RELYING ON PEOPLE HAVING
NOTHING BETTER TO LOOK AT.”
(WILL COLLIN, NAKED FOUNDER)
Source: Reciprocity rather than engagement, Will Collin, 2015

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AND NOW EVERYONE HATES US
(CUE AD-BLOCKERS & MORE EMERGING CONTENT CHANNELS)

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25. FEDERAL MEMBERS OF PARLIAMENT
26. STOCK BROKERS
27. INSURANCE BROKERS
28. REAL ESTATE AGENTS
29. ADVERTISING PEOPLE (-3% ON 2014)
30. CAR SALESMEN
RANKING OF ETHICAL & HONEST PROFESSIONS IN AUSTRALIA
SOURCE: ROY MORGAN, 2016

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MEANWHILE,
DESIGNIS KILLING IT

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THINGS
CUSTOMER
EXPERIENCE
SOFTWARE STRATEGY
DESIGN’S INTELLECTUAL PROGRESSION

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EMPATHISE DEFINE IDEATE PROTOTYPE TEST
Learn about the
audience for whom you
are designing
Construct a point of
view that is based on
user needs and insights
Come up with
solutions
Build a representation
of one or more of the
ideas to show to others
Return to your original
user group and test
your ideas for feedback
DESIGN THINKING

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Learn about the
are designing
Come up with
solutions
user group and test
PROBLEM FIND PROBLEM SELECT SOLUTION FIND SOLUTION SELECT
DESIGN THINKING

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‘UX is the design of anything, independent of medium
or across media, with human experience as an explicit
outcome and human engagement as an explicit goal’
Jesse James Garrett

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‘UX is the design of anything, independent of medium
or across media, with human experience as an explicit
outcome and human engagement as an explicit goal’
Jesse James Garrett
Advertising

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UXD IS BIGGER THAN
WEBSITES & APPS

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HOW CAN WE MAKE IT EASIER
FOR OLD PEOPLE TO USE OUR DEVICES?
FOR EXAMPLE

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HOW CAN WE KEEP FACEBOOK
RELEVANT FOR OUR GROWING
USER BASE
FOR EXAMPLE

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FOR EXAMPLE

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USER RESEARCH
INFORMATION
ARCHITECTURE
WIREFRAMING &
PROTOTYPING
USABILITY ANALYSIS
USER EXPERIENCE DESIGN
ROLES & RESPONSIBILITIES

EXPERIENTIAL
DISCIPLINES
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SOCIOLOGY
PSYCHOLOGY
PHILOSOPHY
ANTHROPOLOGY
INTERACTION DESIGNER
VISUAL DESIGNER
USABILITY ANALYST
INFORMATION ARCHITECT
WIREFRAMER

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SORRY, WHAT HAS
USER EXPERIENCE DESIGN
GOT TO DO WITH MY
DIFFICULT FUTURE IN ADVERTISING?

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AGENCIES NEED TO DELIVER
ACTIONABLE INSIGHTS AT SPEED
+ WITH LITTLE (NO) BUDGET
UXD HAS A
START-UP MENTALITY TO IT.
MONEY + TIME ARE LUXURIES.
KNOWLEDGE IS IMPERFECT.

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AGENCIES NEED TO
SPOT OPPORTUNITIES TO
MAKE THINGS EASIER
FOR PEOPLE
UXD IS ALL ABOUT SIMPLICITY;
CREATING SOLUTIONS THAT REDUCE
PEOPLE’S COGNITIVE LOAD

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AGENCIES NEED TO
RAPIDLY UP-SKILL IN CREATING
UTILITY OVER UBIQUITY
UXD IS DRIVEN TO MAKE
THINGS EASIER AND
MORE ENJOYABLE TO USE

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AGENCIES NEED TO MAINTAIN
BALANCE IN THE
VALUE EQUATION
UXD IS GROUNDED IN A DESIRE
TO MAKE THINGS PEOPLE
WANT, OVER MAKING PEOPLE
WANT THINGS

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"IN TIMES OF CHANGE WE NEED NEW
ALTERNATIVES. NEW IDEAS."
Tim Brown, IDEO

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AND MAYBE A NEW LANGUAGE

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LET’S TALK ABOUT SPACE

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AND CREATIVITY

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C = (EF X N) + EL + G
CREATIVITY = (EFFECTIVENESS X NOVELTY) + ELEGANCE + GENESIS
Source: Tod Sampson, Redesign My Brain, ABC

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ELEGANCE
HOW COMPLETE, FULLY-
WORKED OUT, WELL MADE
IS THIS IDEA?
C = (EF X N) + EL + G

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GENESIS
TO WHAT DEGREE DOES
THIS IDEA OPEN US NEW
PERSPECTIVES, OR SOLVE
OTHER PROBLEMS?
C = (EF X N) + EL + G

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TWO DIFFERENT LANGUAGES FOR PROBLEM SOLVING

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USER CONSUMER
UX PLANNING

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VALIDATE RATIONALISE
UX PLANNING

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ITERATION EXECUTION
UX PLANNING

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SPECIFICATION BRIEF
UX PLANNING

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INVESTMENT BUDGET
UX PLANNING

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COPY COPY
UX PLANNING

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WHAT ABOUT A NEW PROCESS?

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Learn about the
are designing
Come up with
solutions
user group and test
PROBLEM FIND PROBLEM SELECT SOLUTION FIND SOLUTION SELECT
DESIGN THINKING

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1. EMPATHY

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‘The first generation of planners achieved what they
did using human contact: face-to-face conversations
with customers.
Despite all the technology we are further away from
customers than they were then.’
John Griﬃths, Strategist & Author of ’98% Pure Potato’

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WE’RE MORE DEDUCTIVE, THAN INDUCTIVE
THEORY
HYPOTHESIS
OBSERVATION
CONFIRMATION
THEORY
TENTATIVE
HYPOTHESIS
PATTERN
OBSERVATION
IT’S HARD TO EMPATHISE WHEN YOU’RE BASING YOUR
RESEARCH DESIGN ON A HUNCH YOU’VE HAD YOURSELF

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ETHNOGRAPHY
DEPTH INTERVIEWS
‘RIDE-ALONGS’ OR ASSISTED SHOPS
MYSTERY SHOPS
A DAY IN THE LIFE
HARVESTING CULTURAL CONTENT
SEMIOTIC ANALYSIS
LITERATURE REVIEW
CULTURAL COMMENTATORS
OFF-THE-SHELF MARKET/TREND INSIGHTS
HARDER,
BUT RICHER
EASIER,
BUT UBIQUITOUS
METHODS QUALITIES

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9
Source: Will Evans
IT DOESN’T HAVE TO TAKE WEEKS

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OCCUPATIONS
Media
IT
Auto
Construction
Electrical
PROFILE
Men
22-35
INTERESTS
Bet (online, casinos, TAB) (20%)
Nightclubs (36%)
Play video games (53%)
Attend sporting events (29%)
Play sport (49%)
MEDIA HABITS PASSION PROGRAMING
FROM A CONSUMER SEGMENT TO A TO-DO LIST

GENCHI GENBUTSU ( )
IT MEANS "GO AND SEE” AND SUGGESTS THAT
IN ORDER TO TRULY UNDERSTAND A SITUATION
ONE NEEDS TO GO TO ‘THE REAL PLACE’
WHERE WORK IS DONE.
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‘MUPPET’
Source: Field Research at Uber, Uber Design, Medium Post, Sep 23, 2015

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EXPERIENCE MAPPING AS AN INPUT
FIGURING OUT WHAT IT’S LIKE FOR
CUSTOMERS TO INTERACT WITH YOU
Source: The No-Nonsense Guide to Mapping the Customer Journey, User Testing Blog, 2015

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BREAK IT DOWN

DISCOVER GOOD
FOR NOTHING
LEARN WHAT IT IS
FIND OUT HOW IT
WORKS
FIND NEAREST
CHAPTER
SEE WHEN NEXT
EVENT IS PLANNED
LEARN ABOUT THE
SOCIAL
ENTERPRISE(S)
WE’RE HELPING
REGISTER TO
ATTEND & BECOME
A MEMBER
SHARE
REGISTRATION VIA
SOCIAL CHANNELS
RECEIVE UPDATE
ABOUT PREPARING
FOR THE EVENT -
CLOSER TO THE
TIME
ATTEND EVENT
SHARE WORK &
CONTACT
INFORMATION
WITH SOCIAL
ENTERPRISE
EVENT ENDS
RECEIVE FOLLOW-
UP EMAIL FROM
GFN THANKING
FOR HELP
OCCASIONALLY
CHECK SOCIAL
ENTERPRISE’S
PROGRESS ONLINE
MOMENT MAP

Arrive at
homepage
Already a
member?
View carousel
Scroll down
page and
read ‘What is
GFN?’
NO
YES
All clear?
NO YES
What’s
Coming Up -
See More
Events
Gigs page
Are you
looking to
attend a live
gig?
YES
NO
Learn about
past gigs or
review online
challenges
Do you
want to
help an
online gig?
NO
YES Become a
member
Are you
looking to
attend a live
gig?
NO
YES
Sign in and
arrive at
personal
proﬁle page
Search the
site for the
Sydney
chapter page
Is there a
gig coming
up?
NO
YES
Email
Chapter or
leave
Learn about
past gigs or
review online
challenges
Submit ideas
or
contributions
Register &
Add to
calendar
Read event
page & see
who else is
going
Do you
want to
attend?
NO
YES
Head to
‘About’ page
to read
content &
watch video
No info on
page. Go to
Local Chapter
page
Is there a
chapter
near you?
NO
YES
Become a
member
Read gig
event page &
see who else
is going
Do you
want to
attend?
NO
YES
Still
interested?
NO
YES
Head to
‘Challenges’
page & select
a challenge
Arrive at local
event page
Are you
looking to
attend a live
gig?
NO
YES
Do you
want to
start one?
NOYES
Email
Mothership
Read Sydney
chapter page
and review
gigs
Is there a
gig coming
up?
YES
NO
Email
Chapter or
leave
Already a
member?
NO
YES
Sign in and
register to
attend
Learn about
past gigs or
review online
challenges
Do you
want to
help an
online gig?
YES
NOEmail
Chapter or
leave
MOMENT MAP:
DISCOVERY TO
BECOMING A MEMBER

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2. CREATING VALUE

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CUSTOMER PROFILE
GAINS
PAINS
CUSTOMER JOB(S)
Describe what customers are trying to
get done in their work and in their lives,
as expressed in their own words.
Describe bad outcomes, risks and
obstacles related to customer jobs.
Describe the outcomes customers want
to achieve or the concrete benefits they
are seeking.
Source: Value Proposition Design, Strategyzer, 2014

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VALUE MAP
GAIN CREATORS
PAIN RELIEVERS
PRODUCTS & SERVICES
This is a list of all the products and
services a value proposition is built
around.
Describe how your products and
services alleviate customer pains.
Describe how your products and
services create customer gains.

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3. NOW VALIDATE

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Your generative research will have
identified a problem for someone,
you now need to know whether it’s
a problem for enough people to
make it worth solving.
WHY?

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VALIDATION METHODS
EXPLORE PITCH CONCIERGE
MORE QUAL TO
DETERMINE WHETHER
YOUR HYPOTHESIS IS
VALID
PITCH YOUR IDEA &
LOOK FOR AN
EXCHANGE OF
CURRENCY TO
DETERMINE INTEREST
PERSONALLY DELIVER THE
IDEA OR EXPERIENCE TO
THE TARGET AUDIENCE
YOURSELF. HOLDING THEIR
HAND ALL THE WAY.

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IN SUMMARY
TALK THE TALK
EMPATHISE
GET OUT MORE
SOLUTION SELECT

WHAT’S IN THIS
FOR ME?
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WE’VE TALKED A LOT ABOUT OTHERS
AND HOW TO LEVERAGE UXD SKILLS

WHAT’S IN THIS
FOR ME?
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MY CAREER?
MY COMPANY?
MY BOSS?
MY TEAM?
WE’VE TALKED A LOT ABOUT OTHERS
AND HOW TO LEVERAGE UXD SKILLS

OUR BUSINESS HAS IDENTIFIED THAT
WE MUST INNOVATE
BE AGILE + PRIORITISE + SIMPLIFY
INSERT MORE BUZZ WORDS PLEASE
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This is not about you or me. It about the user experience.
Keep it user focused. YOUR OPINION IS NOT VALID.
WE CAN
STOP THE FOCUS ON US

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WE CAN
START LOVING THE PROBLEMS
Start by writing down every assumption you have.
Then, CHALLENGE THE SHIT OUT OF THEM.

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UXD
ASSUMPTIONS
HISTORICAL BIAS
PERSONAL OPINIONS
FEAR & DOUBT
COMPANIES
AGENCIES
BRANDS

I AM GOING TO BE PROVOCATIVE NOW.
THIS IS FOR DRAMATIC EFFECT.

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BUSINESS
CHALLENGE
STRATEGY IDEA TEST & DEVELOP REFINE & PRODUCE EXECUTE
“REALITY” = FLUID & DYNAMIC (REALITY OF THE WORLD)
“IDEAL” = LINEAR AND METHODICAL (WHAT WE WANT TO HAPPEN)
THE REALITY OF HOW PROJECTS ACTUALLY WORK

PARTNERS
COMPANY
CONSUMER
DOING A BIT OF BUSINESS WITH OURSELVES
THE FUNDAMENTAL ISSUE BUSINESSES FACE TODAY
12-16 MONTHS LATER I
AM TOLD TO BUY
SOMETHING?
YOU NEVER CALLED ☹
PARTNERS
GLOBAL & REGIONS PROJECT
CUSTOMERSSUPPLIERS & AGENCIES

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HOW DO MY
CLIENTS + COMPANIES + CUSTOMERS +
PARTNERS + TEAMS + MANAGERS
EMPATHISE WITH USERS?

HOW SHOULD WE BE THINKING & WORKING?
COULD WE REMOVE PERCEIVED SILOS & SEPARATION?
COMPANYPARTNERS
GLOBAL & REGIONS USER
CUSTOMERSSUPPLIERS & AGENCIES
COMMUNITY &
CONTEXT
CAN WE DEFINE & RESHAPE THE WAY WE IDENTIFY
& APPROACH USER CHALLENGES?

IF WE DEFINE THE PROBLEM TOGETHER
COULD WE DELIVER BETTER SOLUTIONS FASTER?
WOULD WE USE OUR TIME & MONEY MORE EFFICIENTLY?
BUSINESS
CHALLENGE
STRATEGY IDEA TEST & DEVELOP REFINE & PRODUCE EXECUTE

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HOW MUCH TIME & $$$ WOULD YOU SAVE IF WE
DIDN’T NEED TO ALIGN?
REWORK
SCOPE CREEP
SENIOR ALIGNEMENT
FUN
MEANINGFUL
PASSIONATE PEOPLE

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WOULD YOU CHANGE YOUR APPROACH IF
YOU HAVE A GENUINE CONNECTION TO THE
LIVES YOU INFLUENCE?
UXD IS GROUNDED IN A DESIRE TO MAKE THINGS PEOPLE WANT,
OVER MAKING PEOPLE WANT THINGS

97
HOW MANY TIMES HAVE YOU CRIED YOURSELF
TO SLEEP BECAUSE A RANDOM OPINION
KILLED YOUR PROJECT?

98
THANK YOU

An Advertising Design Problem

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