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

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 . . .

Coke: “Click-snap, Ahhhhhhhh.”Branding the sound of refreshment.

Competitive Audit

Snapple: “We found better stuff!”Purveyors of momentary, exotic

amusement and chance discovery.

Competitive Audit

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

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

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

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 . . .

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 . . .

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

Get Your Advocates Energized

Just Do It, Even if You’re Not Nike

Go Cheap: Don’t Build, Don’t Buy

Get Responsive Before It’s Too Late

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

marisa.gallagher@razorfish.comtwitter.com/marisagallagher

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