Designing on Purpose - GiantConf 2014

In a multi-device world, the design process can feel overwhelming. There are so many variables to account for, so many in betweens, and so much to do. Designers are working frantically to keep all the balls in the air. Clients are wanting a window into the designer’s work and the ability to review and approve as projects move along. Many designers don’t know what the deliverables should be anymore, and neither do their clients. In this session, you’ll learn a simple process you can walk your client or team through that will help ensure valuable deliverables, clear goals, and happy clients. This session will touch on a lot of topics, but it will be very practical with specific takeaways you can begin using right away to help organize and guide your next project. The process outlined will not lock designers into specific tools that defy their personal preferences, but rather provide a framework for understanding why and when to do what within the design process. We’ll cover everything from project kick-offs to content strategy within the design process all the way to visual style application.

Transcript

1. Jared Ponchot // @jponch // GiantConf 2014 Design Process & Deliverables in the Responsive Age DESIGNING ON PURPOSE
2. “
3. MO’ DEVICES
   MO’ PROBLEMS Photo wallpaper of Notorious BIG from alphacoders.com
4. PURPOSE, NOT PREFERENCE
   PRIORITY, NOT PLACEMENT
   SYSTEMS, NOT PAGES
5. “ — Victor Papanek DESIGN IS THE CONSCIOUS EFFORT TO IMPOSE A MEANINGFUL ORDER
6. Audi A7 Sportback plans from the-blueprints.com
7. Audi A7 Sportback plans from the-blueprints.com ‣ REQUREMENTS GATHERING ‣ CONCEPT DESIGN ‣ MARKET RESEARCH ‣ TEST CAR ‣ FINAL DESIGN
8. Audi A7 Sportback plans from the-blueprints.com ‣ REQUREMENTS GATHERING ‣ CONCEPT DESIGN ‣ MARKET RESEARCH ‣ TEST CAR ‣ FINAL DESIGN
9. Audi A7 Sportback plans from the-blueprints.com ‣ REQUREMENTS GATHERING ‣ CONCEPT DESIGN ‣ MARKET RESEARCH ‣ TEST CAR ‣ FINAL DESIGN
10. Audi A7 Sportback plans from the-blueprints.com ‣ REQUREMENTS GATHERING ‣ CONCEPT DESIGN ‣ MARKET RESEARCH ‣ TEST CAR ‣ FINAL DESIGN
11. Audi A7 Sportback plans from the-blueprints.com ‣ REQUREMENTS GATHERING ‣ CONCEPT DESIGN ‣ MARKET RESEARCH ‣ TEST CAR ‣ FINAL DESIGN
12. DISCOVER
 strategists ! DESIGN
 designers ! DEVELOP
 developers ! DEPLOY
 client & users SOUND FAMILIAR?
13. Audio A7 Sportback photo from exclusivecardesign.blogspot.com
14. Audio A7 Sportback photo from exclusivecardesign.blogspot.com
15. Audio A7 Sportback photo from exclusivecardesign.blogspot.com
17. DISCOVER
 strategists ! DESIGN
 designers ! DEVELOP
 developers ! DEPLOY
 client & users FAMILIAR PROCESS
19. WHISPER DOWN THE LANE DESIGN Photo from http://failblog.cheezburger.com
20. WHY HAVE WE
    DONE IT THIS WAY?
21. ALLITERATION is
    ALMOST
    ALWAYS
    AWESOME
22. FAMILIARITY IS
    FANTASTIC
23. “ — Paul Rand THE PUBLIC IS MORE FAMILIAR WITH BAD DESIGN THAN GOOD DESIGN. IT IS, IN EFFECT, CONDITIONED TO PREFER BAD DESIGN, BECAUSE THAT IS WHAT IT LIVES WITH. THE NEW BECOMES THREATENING, THE OLD REASSURING.
24. DIVISION OF LABOR
25. STRATEGISTS UX/DESIGNERS FRONTEND DEVS BACKEND DEVS DIVISION OF LABOR
26. STRATEGISTS UX/DESIGNERS FRONTEND DEVS BACKEND DEVS DIVISION OF LABOR: RESPONSIVE DESIGN
27. “ — Fred Brooks 9 WOMEN CAN’T MAKE
    A BABY IN 1 MONTH!
28. ⌘N
29. KEEP EVERYONE FOCUSED ON PURPOSE & CONTENT
    not process or deliverables
30. CREATE LIGHTER WEIGHT, LIVING COMMUNICATION TOOLS not deliverables
31. THE BIG
    REVEAL
32. DISCOVER
 strategists ! DESIGN
 designers ! DEVELOP
 developers ! DEPLOY
 client & users INSTEAD OF THIS ...
33. PURPOSE CONTENT STYLE STRATEGY
 DESIGN
 DEVELOPMENT
34. FOCUS ON
 OUR REAL VALUE
35. PURPOSE
    CONTENT
    STYLE
36. DESIGN IS PROBLEM DISCOVERY
    & problem Solving
37. “ — Albert Einstein IF I HAD AN HOUR TO SOLVE A PROBLEM AND MY LIFE DEPENDED ON THE SOLUTION, I WOULD SPEND THE FIRST 55 MINUTES DETERMINING THE PROPER QUESTION TO ASK, FOR ONCE I KNOW THE PROPER QUESTION, I COULD SOLVE THE PROBLEM IN LESS THAN 5 MINUTES.
38. http://www.youtube.com/watch?v=SnXtuktNdlM
40. WHY?
41. WHAT IMPACT WILL THAT HAVE?
42. WHAT WILL THAT GET YOU?
43. THE RIGHT QUESTIONS CAN HELP THE CLIENT DO THEIR JOB, & SET YOU UP TO DO YOURS
44. “ — Andy Rutledge YOU MAY BE SURPRISED, BUT I NEVER ASK DESIGN-RELATED QUESTIONS IN DESIGN PROJECT DISCOVERY MEETINGS.
45. “ — Andy Rutledge THE REASON I DON’T ASK DESIGN QUESTIONS OF THE CLIENT IS THE SAME REASON AN ARCHITECT DOESN’T ASK THE CLIENT WHAT PSI THE BUILDING’S LOAD-BEARING FOUNDATIONAL STRUCTURES WILL NEED TO ENDURE.
46. WE CAN’T SOLVE PROBLEMS FOR OUR CLIENTS BASED ON THEIR PERSONAL PREFERENCES IN COLOR, TYPOGRAPHY & TEXTURE!
47. Photo from http://www.deceptology.com/2010/04/upside-down-world-map-shows-north-is-up.html
48. Tesco Subway Store in South Korea image from littledoremi.com
49. from evigo.com
50. from jcdecaux-oneworld.com
51. Tesco Subway Store in South Korea image from littledoremi.com
52. photo from theofficedealer.com
53. REFRAMING THE PROBLEM
54. “ — Harry West, Contimuum I WANTED TO LOOK AT THE PROBLEM AS THOUGH I’D JUST STEPPED OFF A SPACESHIP FROM MARS.
55. Photo from http://optigarden.com/tag/coffee-grounds/
56. Swiffer photo from ivillage.com
57. CONTEXT &
    RELATIONSHIP
58. photo from washingtoncitypaper.com
59. Washington Post: Stop & Hear the Music http://www.youtube.com/watch?v=hnOPu0_YWhw
60. WHERE & WHEN YOU ASK
    REALLY MATTERS!
61. http://bit.ly/187yUef
62. photo from extremetech.com
63. CREATE WONDER
64. WHY? instead of “What?” or “How?”
65. WHY A PURPOSE STATEMENT?
66. KEEPS THINGS ON TRACK
67. GENERATES BIG IDEAS
68. SIMPLIFIES COMPLEXITY
69. FACILITATES & COMMUNICATES ORGANIZATIONAL CHANGE
70. HAVE A STAR TO SAIL YOUR SHIP BY
71. PURPOSE
    CONTENT
    STYLE
72. FOCUS ON PRIORITY, NOT POSITION!
73. DESIGNING WITH
    CONTENT & HIERARCHY ‣ Content Model ‣ Presentation Model
74. THE CONTENT MODEL Documents ... ‣ the types of content your project needs ‣ the discrete attributes that make up each content type ‣ the relationships between them
75. http://bit.ly/13FTHlG
77. THE PRESENTATION MODEL Documents... ‣ the types of pages your project needs ‣ the discrete components that make up each page type ‣ the hierarchy of those components
78. THE PRESENTATION MODEL ‣ Content Asset Types (e.g. article, recipe, episode, etc.) ‣ Listings (e.g. blog, search results, etc.) ‣ Top Level Pages (e.g. homepage, category pages, section pages, etc.)
79. HIERARCHY
 HIERARCHY HIERARCHY
81. INTENT MAPPING
82. PERSONA PAGE TYPE / COMPONENT A PAGE TYPE / COMPONENT B PAGE TYPE / COMPONENT C SCENARIO A
83. COMPONENT
84. PURPOSE
    CONTENT
    STYLE
85. STYLE IS POWERFUL!
86. AVOIDING THE WHIM WINDS
87. PURPOSE COMES FIRST
88. SEEK EVALUATION,
    NOT CREATION
89. UNDERSTAND
 BRAND PERSONALITY, CHARACTERISTICS & VOICE not a desired look and feel
90. EMBRACE METAPHOR
91. Each of these celebrities embody personality traits and characteristics like intelligent, accessible, and classic.
92. Each of these car brands embody ideals like simple, dependable, useful, quality, tried-and-true.
95. VERBAL LANGUAGE,
    THEN VISUAL LANGUAGE
96. INSPIRE
97. PURPOSE, NOT PREFERENCE
    PRIORITY, NOT PLACEMENT
    SYSTEMS, NOT PAGES
98. “ — Jared Spool WE NEED TO LOOK AT OUR DESIGN PROCESS AS A WAY TO COME TO A SINGLE INTENTION AS MUCH AS IT IS TO MAKE THAT INTENTION REAL IN THE WORLD.
99. REMEMBER
100. REMEMBER
101. THANKS! Jared Ponchot // @jponch // GiantConf 2014