Make Magic with Anticipatory Design - SearchLove 2015 Conference - Marli Mesibov
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Mad*Pow's Marli Mesibov talks about Anticipating Health Needs at SearchLove 2015
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Make Magic with Anticipatory Design - SearchLove 2015 Conference - Marli Mesibov
- 1. 1 PREPARED BY MAKE MAGIC WITH ANTICIPATORY DESIGN @MARSINTHESTARS September 10, 2015 SearchLove Marli Mesibov, Director of Content Strategy Mad*Pow
- 2. 2 • Director of Content Strategy at Mad*Pow • Managing Editor of UX Booth • My new project: become Alfred SearchLove | @marsinthestars Who am I? Why am I here?
- 3. 3 WHO IS ALFRED? It’s not just a name.
- 4. 4 SearchLove | @marsinthestars Who is Alfred?
- 5. 5 SearchLove | @marsinthestars Who is Alfred?
- 6. 6 SearchLove | @marsinthestars Who is Alfred?
- 7. 7 SearchLove | @marsinthestars Who is Alfred?
- 8. 8 SearchLove | @marsinthestars Who is Alfred?
- 9. 9 SearchLove | @marsinthestars Who is Alfred?
- 10. 10 Alfred anticipates your every need. • He makes you feel cared for but not smothered. • He knows what you need before you do. • You trust him implicitly. SearchLove | @marsinthestars Who is Alfred?
- 11. 11 TAKE A STEP BACK – WHAT IS CONTENT STRATEGY?
- 12. 12 HOW CAN YOU BECOME ALFRED? Everybody’s (trying to) do it.
- 13. 13 SearchLove | @marsinthestars Everyone wants to be Alfred.
- 14. 14 SearchLove | @marsinthestars Anticipating the user’s wants
- 15. 15 SearchLove | @marsinthestars Anticipating the user’s needs
- 16. 16 SearchLove | @marsinthestars Anticipating the user’s preferences
- 17. 17 SearchLove | @marsinthestars Anticipating the user’s concerns
- 18. 18 HOW DOES SEARCH WORK? Explicit and Implicit search terms – Tom Anthony, SearchLove http://marli.us/2015/09/10/live-from-searchlove-five-fundamental-changes-in- search/
- 19. 19 A CASE STUDY Making the magic happen.
- 20. 20 SearchLove | @marsinthestars Project steps 1. Stakeholder research 2. Participatory design session 3. The solution is born 4. Asking the right questions 5. Spreadsheet mania
- 21. 21 SearchLove | @marsinthestars Stakeholder research “We want to be the Amazon of our industry. It’s time to really knock one out of the park.”
- 22. 22 SearchLove | @marsinthestars Participatory design session
- 23. 23 SearchLove | @marsinthestars The solution is born
- 24. 24 SearchLove | @marsinthestars Asking the right questions • What actions people users want to accomplish? • What triggers each individual action? • How will we know if a trigger occurs? • What is the priority of actions?
- 25. 25 SearchLove | @marsinthestars Spreadsheet mania FIVE SPREADSHEETS, AND WE’RE JUST GETTING STARTED!
- 26. 26 DO TRY THIS AT HOME Anticipate customer retention.
- 27. 27 SearchLove | @marsinthestars Ask questions • What actions do users want to accomplish? • What triggers each individual action? • How will we know if a trigger occurs? • What is the priority of actions?
- 28. 28 SearchLove | @marsinthestars What actions do users want to accomplish? Don’t take their word for it – use analytics!
- 29. 29 SearchLove | @marsinthestars What triggers each individual action? Spend a few days brainstorming with a team.
- 30. 30 SearchLove | @marsinthestars How will we know if a trigger occurs? • Talk to the dev team • The best triggers are the ones we can control or easily access • Think creatively to connect triggers out of our control
- 31. 31 SearchLove | @marsinthestars What is the priority of actions? • Which triggers take priority? Which actions? • These make up the “business rules.”
- 32. 32 SearchLove | @marsinthestars Make magic happen
- 33. 33 UXPA Boston | @marsinthestars Thank you!
Editor's Notes
- Michael Caine as Alfred in Christopher Nolan’s The Dark Knight trilogy Am I just in love with Caine?
- Jan 2014 Amazon submitted a patent to ship packages before they’re ordered
- Google Now combines appt in calendar + details in an email + GPS address + maps
- Amazon knows I watched and enjoyed 30 rock, so it (correctly) suspects I might like The Guild.
- In theater it’s said the best lighting design is the one you don’t notice. Similarly, this error message doesn’t seem so amazing, but what other error message is that specific? Suggests something to DO instead of just “wrong username”
- The client was in the insurance industry, trying to create a “wow” experience
- The steps we took [research – design – implementation] Research then created a strategy
- 14 stakeholders What was their goal? A better site and landing page, something members would find useful
- We invited members to our office Wrote love letters/breakup letters Designed their perfect experience on the site The members started talking about “Siri for insurance!”
- Anticipate their needs Easier said than done.
- Full day workshops w/client 260 actions 5 triggers per action (example: trigger = looked at tractors) We could only track ¼ of the triggers (can’t track what they did in person or at home) Prioritized them
- Hang onto the unfeasible items Identify the level of effort Identify the priorities What happens if there’s no trigger? Build a journey: trigger means X happens. How many items appear at once? How frequently? Make it feel “human.”
- 4 questions you MUST answer to be successful This can be part of user research Or a group brainstorm User journeys help a LOT
- - Once you have the questions, here’s how to find the answers
- - The “Overnight Test” http://www.lindsredding.com/2012/03/11/a-overdue-lesson-in-perspective/
- The Prestige