Art Vs Science & Evidence Based Design
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Transcript of Art Vs Science & Evidence Based Design
Prepared for ClientJuly 9th, 2009
The Art & Science of Evidence-Based Design
Friday, January 22, 2010
You asked:
2
How do you bridge art & science to recommend a
web site design?
Friday, January 22, 2010
You asked:
2
How do you bridge art & science to recommend a
web site design?
How do you bridge art & science to recommend a
web site design?
Friday, January 22, 2010
3
Art Science
Friday, January 22, 2010
3
Art Science
look and feel architectureFocus
Friday, January 22, 2010
3
Art Science
look and feel architectureFocus
intuition investigationMethod
Friday, January 22, 2010
3
Art Science
look and feel architectureFocus
intuition investigationMethod
subjective testing, metricsValidation
Friday, January 22, 2010
3
ArtScience
look and feel architectureFocus
intuition investigationMethod
subjective testing, metricsValidation
Friday, January 22, 2010
4
Science Art
Deterministic Open-Ended
Friday, January 22, 2010
5Mark Hurst
A good experience is rich, something worth exploring, telling others about, and experiencing again.
It's overdetermined - or holistic - or integrated. And being integrated makes it (often) hard to explain, since one can't truly reduce an integrated whole to a simple cause.”
“
Friday, January 22, 2010
6
Science Art
Deterministic Open-Ended
Friday, January 22, 2010
6
Science Art
Deterministic Open-Ended
Friday, January 22, 2010
6
Science Art
Deterministic Open-EndedEvidence-based
Friday, January 22, 2010
Friday, January 22, 2010
Evidence-based medicine
“The conscientious, explicit and judicious use of current best evidence in making decisions about the care of
individual patients”
Sackett et al. 1996
Friday, January 22, 2010
define design build
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Friday, January 22, 2010
define design build
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Friday, January 22, 2010
define design build
Evidence-based design
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Friday, January 22, 2010
define design build
Evidence-based design
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Friday, January 22, 2010
define design build
Evidence-based design
9
Friday, January 22, 2010
10
Our approach
Friday, January 22, 2010
10
Our approach
Friday, January 22, 2010
10
investigate, explore
Our approach
Friday, January 22, 2010
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investigate, explore prioritize, refine
Our approach
Friday, January 22, 2010
11
research
Define Design Build Optimize
analysis sketching IA concepts templates prototypes code analytics A/B testing
Friday, January 22, 2010
11
research
Define Design Build Optimize
analysis sketching IA concepts templates prototypes code analytics A/B testing
investigate
Friday, January 22, 2010
11
research
Define Design Build Optimize
analysis sketching IA concepts templates prototypes code analytics A/B testing
investigate experiment, explore
Friday, January 22, 2010
11
research
Define Design Build Optimize
analysis sketching IA concepts templates prototypes code analytics A/B testing
investigate experiment, explore validate
Friday, January 22, 2010
12
thestar.com
Friday, January 22, 2010
13
3rd party research: relevant scholarship, Forrester
reports, professional community, client-sponsored studies, analysis
Current architecture, design, technology
Business requirements based on stakeholder
interviews
Demographic, psychographic data
Competitive analysis: best practices, emerging trends
inside, outside and beyond competitive set
Site Analytics
Anecdotal Evidence
Heuristic Review
Ongoing collaboration: working sessions, reviews
Design Patterns
Design inputs
Brief
Friday, January 22, 2010
14
At a minimum, we need:
Demographics, psychographics, behavioural profiles for target users
Concrete analysis of current experience: what is and isnʼt working today
Business goals, needs, requirements (functional, non-functional) + domain knowledge
Competitive landscape: positioning with respect to, best practices, recent innovations, trends
N
S
EW
Friday, January 22, 2010
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DurableActionableImpactful
Inputs become evidence when they are...
c.f. Subject to Change
Friday, January 22, 2010
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Aggregate, organize, share
Friday, January 22, 2010
17
Rise of the internet
Decline of daily newspapers
Source: Gallup, Dec 2008
Find corroborating data
Friday, January 22, 2010
17Source: Forrester, June 2008
Proliferation of blogs Proliferation of aggregators
Find corroborating data
Friday, January 22, 2010
17
The publisher’s goal [in print] is to make the entire package as attractive as possible to a broad set of readers and advertisers. The newspaper as a whole is what matters, and as a product it’s worth more than the sum of its parts. When a newspaper moves online, the bundle falls apart. Readers don’t flip through a mix of stories, advertisements, and other bits of content. They go directly to a particular story that interests them, often ignoring everything else.
Source: The Big Switch (Carr 2008)
Carr calls this trend “unbundling”
Find corroborating data
Friday, January 22, 2010
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CNN’s Backstory
Adrian Holovaty’s Everyblock.com
NY Times’ Topics
Find corroborating data
Friday, January 22, 2010
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More templates & more flexible
templatesMake it more adaptable and
responsiveLet me create
custom content packages
editors
sales
executives
What we hear: give us flexibility
Build narratives
Friday, January 22, 2010
19
Marcus
Natalie
Gordon
PersonasPrimary, Secondary, Tertiary/Anti
Design Principles Always be About Now; Own Local; Go
Beyond the Story; Spark Conversations
Create focusers
Friday, January 22, 2010
Marcus Jawai Tertiary/anti persona
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Marcus is a single, 29-year-old independent
clothing store owner and designer living and
working in downtown Toronto.
Naturally inclined to stay on top of style, he
monitors fashion and design blogs for
inspiration and entertainment. In 2008, Marcus
spent a lot of his time online following the US Presidential race. Marcus became interested in
following the Obama campaign through various
media sites, most notably CNN.com
Recently, he has been noticing a slow-down in
business. He’s worried about the economy and
has started to pay more attention to business news online and on TV.
Marcus feels that the current political, social
and technological climate is an exciting time to
be in. Though he faces the stresses of a small business owner, he maintains positive and
upbeat.
Design Implications
• Watch out for Marcus! His eclectic and idiosyncratic online habits make him tough to predict
and please.
• Marcus wants to be in control—he uses blogs, aggregators, and other metafilters to source information
• Likes to “snack” on selective information: will impulsively drop into an article and scan for
details, then move on
• Marcus will consume content more thoroughly if it appeals directly to his interests (e.g. style
blog, special report on economy and small businesses in Toronto)
• It’s about serendipity with Marcus, so promoting this becomes key.
• Advanced tools (e.g. personalization) aren’t necessarily going to appeal to Marcus.
• Better organize his hectic work/life balance
• Determine how to stay relevant in a
changing economy
• Stay in touch with style, business as it
happens
sampleFriday, January 22, 2010
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1. Always be about now“No matter where I am in the site, Iʼm always in touch with whatʼs happening right now.”
2. Own local“thestar.com is my cityʼs news site. If itʼs happening in the GTA, thereʼs no reason to go anywhere else.”
3. Go beyond the story“This site gives me more than just the news. Itʼs constantly wowing me with new ways to see, understand and engage my world.”
4. Spark conversations“The Star connects me to my community and interesting people across Canada”
Design Principles
sampleFriday, January 22, 2010
22
Friday, January 22, 2010
23
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Prototype and assess
Friday, January 22, 2010
24
Critical
Com
plex
Prototype and assess
Friday, January 22, 2010
24
Critical
Com
plex
Prototype
Prototype and assess
Friday, January 22, 2010
25
Identify gaps
Friday, January 22, 2010
26www.imgspark.com
Identify gaps
Friday, January 22, 2010
27
Identify gaps do A/B testing
Friday, January 22, 2010
Quick recap‣ Evidence-based design goal: research informs
design decisions
‣ Our process funnels research into multiple iterations of exploration and refinement
‣ Inputs becomes evidence when they are durable, actionable and impactful
‣ Prototype and test critical/complex interactions
‣ A/B/multivariate test to optimize
28
Friday, January 22, 2010
29Mark Hurst
A good experience is rich, something worth exploring, telling others about, and experiencing again.
It's overdetermined - or holistic - or integrated. And being integrated makes it (often) hard to explain, since one can't truly reduce an integrated whole to a simple cause.”
“
Friday, January 22, 2010
Thanks.
Friday, January 22, 2010