Girl Geeks Toronto Meetup - November 2013 Navigate the complexities of digital media development with an understanding of: strategic planning activities and experience design methodologies, and how they intersect and contribute to the successful execution of digital media products. • The standard digital media project process • Why it doesn’t work • The importance of strategic planning • A more collaborative approach • What this really means

1. Designing for Digital: Processes + Planning for Powerful Solutions
Girl Geeks Toronto Meetup
November 19th, 2013
Laura Baxter
Principal & Co-Founder
laura@mitreboxuxd.com
www.mitreboxuxd.com

2. Successful online products and experiences start with a deep
understanding of stakeholder and user requirements.
By focusing on people, their activities, and the context of those
activities, MitreBox User Experience Design works with organizations to create
digital media solutions that align business objectives with user expectations.
MitreBox User Experience Design Inc.
www.mitreboxuxd.com

3. Processes + planning for powerful solutions
Navigate the complexities of digital media development with an understanding of: strategic planning
activities and experience design methodologies, and how they intersect and contribute to the successful
execution of digital media products.
What I am going to talk about...
• The standard digital media project process
• Why it doesn’t work
• The importance of strategic planning
• A more collaborative approach
• What this really means
MitreBox User Experience Design Inc.
www.mitreboxuxd.com

4. The standard digital media project process
MitreBox User Experience Design Inc.
www.mitreboxuxd.com

5. The problem is
MitreBox User Experience Design Inc.
www.mitreboxuxd.com

6. Mrs Right Now
How to spot them...
• Wants everything done yesterday.
• Has no time to explain the details or provide clarity.
• No interest in understanding what others on the team actually do.
• Believes everything can be sorted out once it’s built.
• Often found eating lunch at her desk in an attempt to look busy.
MitreBox User Experience Design Inc.
www.mitreboxuxd.com

7. Mr Reactive
How to spot them...
• Is in a position of power (or the 'YES' man).
• Loses sight of the big picture in exchange for quick fixes.
• Focuses on the symptoms, instead of the root cause.
• Realizes there is a better way, but is not a risk taker.
• Often seen yelling at the barista if his latte has too much foam.
MitreBox User Experience Design Inc.
www.mitreboxuxd.com

8. Miss No Budget
How to spot them...
• Has seen something great and wants to emulate it.
• Wants the highest quality and the latest/greatest in everything.
• Does not understand or value the work involved.
• Is often elusive about budget and is shocked at proposed costs.
• Would rather drive a 1996 BMW, than a brand new Ford.
MitreBox User Experience Design Inc.
www.mitreboxuxd.com

9. Mr Dream On
How to spot them...
• Is often in a sales, marketing or business development role.
• Uses the latest catch phrase to describe solutions and results.
• Has no understanding or appreciation of technical limitations.
• Believes everything can be solved by talking to someone he knows.
• Easily distracted by shiny objects, puppies and his iPhone.
MitreBox User Experience Design Inc.
www.mitreboxuxd.com

10. This is typically where you find them
MitreBox User Experience Design Inc.
www.mitreboxuxd.com

11. Because they are leading the journey
• We often undervalue or ignore the importance of strategy and planning when starting a
digital media project.
• It seems easier or more appealing to start at the design phase, and just figure things out as you go along.
This is far from the truth.
MitreBox User Experience Design Inc.
www.mitreboxuxd.com

12. When strategic planning is ignored
• Digital media products are undertaken blindly based on a desire to utilize new technologies
and follow the trends.
• The choices made and projects completed are often bad business decisions, costing organizations
more than the small benefits achieved.
There is a better way.
MitreBox User Experience Design Inc.
www.mitreboxuxd.com

13. A more collaborative approach is needed
MitreBox User Experience Design Inc.
www.mitreboxuxd.com

14. User experience design fosters collaboration
UXD
MitreBox User Experience Design Inc.
www.mitreboxuxd.com

15. Consultation + Strategy
By identifying and addressing the needs of all project stakeholders upfront, you can make confident
decisions, knowing the chosen solutions are targeted at solving the real project objectives.
Looking for insight into...
• Stakeholder roles + responsibilities
• Project vision, objectives + opportunities
• Customers + users/audience
• Existing solution - content, features, functionality
• Desired solution - content, features, functionality
• Technology
• Processes + governance
• Barriers + challenges
• Timing + budget
MitreBox User Experience Design Inc.
www.mitreboxuxd.com

16. Consultation + Strategy
Input comes from a variety of stakeholders including, the business owner; individual representatives from
other departments (sales, marketing, PR, operations, legal, IT, etc.) as well as end users themselves.
Activities include...
• Stakeholder workshops
• One-on-one and group stakeholder interviews
• Internal + user surveys
• Heuristics evaluation
• Competitive analysis
• Content review & evaluation
• Focus groups
• Usability testing
MitreBox User Experience Design Inc.
www.mitreboxuxd.com

17. Consultation + Strategy
Key outcomes and learnings are captured to define the project and desired outcomes from both the
business and project perspective.
Concept specification includes...
• Project overview
• Project rationale
• Project vision + objectives
• Measures of success
• User needs
• Content, features + functional requirements
• Technical requirements
• Strategic recommendations
MitreBox User Experience Design Inc.
www.mitreboxuxd.com

18. Architecture + Design
By balancing content, technology, user interactions and the visual aesthetic of a product, an experience
is created that accomplishes the objectives set out in the Consultation + Strategy phase.
Why it matters...
• Online users are becoming more sophisticated
• Higher expectations + lower attention spans
• Users become frustrated when needs are not met
• Negative perception + lost opportunity
• Elevate products + content that deliver for users
• Move beyond internal goals + personal preferences
• Ensures no surprises occur during Development + Production
MitreBox User Experience Design Inc.
www.mitreboxuxd.com

19. Architecture + Design
By combining a pragmatic approach with creative problem solving, digital products are fully realized
and defined to create the blueprints for an exceptional digital experience.
Activities...
• Personas + use cases
• Content strategy
• Information architecture
• Wireframes + functional specification
• Technical specification
• Creative direction + design
• Paper protoypes + user testing
MitreBox User Experience Design Inc.
www.mitreboxuxd.com

20. Development + Production
Closely working with the development team during the Development + Production phase brings
all elements from the strategy and design to fruition.
Why it matters...
• Smooth transfer of all background knowledge
• Enables developers to fully implement the overall vision
• Helps ensure the success of a final product
Activities...
• Technical hand-off
• Design integration review
• User acceptance testing
MitreBox User Experience Design Inc.
www.mitreboxuxd.com

21. Unfortunately it cannot happen without
+
Appropriate time and budget is required to effectively complete
the necessary strategic planning activities.
MitreBox User Experience Design Inc.
www.mitreboxuxd.com

22. Thank you
Email - laura@mitreboxuxd.com
Phone - 647.478.6320
Web - www.mitreboxuxd.com
Twitter - @ellebeeTO
Linkedin - www.linkedin.com/in/laurabaxter
MitreBox User Experience Design Inc.
www.mitreboxuxd.com