Field Notes at Fifteen

1 - 8

2000

2000 vs 2015

2000 Travel Tech

2000 vs 2015 Travel Tech

via Bud Caddell

Evolution: Me > Design Team > Company

Evolution: Making Sites > Strategies & Solutions

DEVELOPMENTS

○ Social Media

○ Mobilization

○ Open Source

○ Collaborative Consumption

○ Advanced Entertainment

○ Data & Analysis

○ Storytelling

○ Personalization / Targeting

○ Internet of Things

○ Mapping/Geo

○ Cloud

○ Payment / RFID

○ Semantic Web

○ Bandwidth & Coverage

POPULAR TOPICS

○ Mobile-First

○ Designing In Browser

○ Progressive Enhancement

○ Tracking Hours

○ Native Apps / Web Apps

○ Remote Working

○ Agile Development

○ Product or Agency

CONDITIONING

○ Short-Form

○ Quick-Scan

○ On-Demand

○ Low-Cost

○ Hyper-Sharing

○ Context-Switching

○ Virtual

REFLECTIONS

○ Empathy

○ Vulnerability

○ Thankfulness

○ Prioritization

○ Habits

○ Confidence

○ Motivation

○ Creativity

○ Happiness

○ Focus

I’D LIKE TO SHARE

○ 15 Tools

○ 3 Themes

○ 3 Personas

○ 3 Quotes

○ 3 Last Things

15 TOOLS

No. 1Priorities Matrix

No. 2Golden Circle, via Simon Sinek

No. 3Conversion Funnel

No. 4No. 4Design Process, Design Thinking, via IDEO

No. 5Triple Constraint

No. 6Story Structure, Freytag’s Pyramid

No. 7Fogg Behavioral Model, via Dr. BJ Fogg

No. 10No. 8Peak End Rule, Closure Rule, via Curt Arledge

No. 9Hierarchy of Needs & Motivations, via Maslow

No. 10Mind Map

No. 11

Authority vs Options

No. 12

Effective Response

No. 13

Rule of Three

P.O.S.T.Purpose Outcome Structure Time

No. 14

Face to Face

No. 15

3 THEMES

1: Getting Better Work

Work that:

○ Presents an interesting challenge or subject

○ Provides the time & resources needed

○ Allows for autonomy & trust

○ Has a significant impact

Work that is:

○ Researched

○ Prototyped

○ Tested

○ Iterated & Refined

○ Accessible

○ Secure

○ Responsive

○ Measured

○ Analyzed

○ Documented

○ Marketed

○ Automated

○ Quality-Assured

○ Extendable

Work that is:

○ Unique

○ Memorable

○ Powerful

○ Innovative

Work that has:

○ Great technology

○ Great copywriting

○ Great interactions

○ Great __________

Takeaways:

○ All of those criteria will never align

○ What we do is complex and expensive

○ Education and prioritization are more important than ever

2: Strategy vs Production

○ Being known for thinking as much as execution

○ Presenting with authority vs presenting options

○ But strategy can become bloated if not done well

3: Constraints

○ Constraints as rules

○ Constraints as excuses

○ Constraints as blockers

○ Constraints as motivators

○ Constraints as things to be ignored

3 PERSONAS

1: The Observer

2: The Catalyst

3: The Finisher

3 QUOTES

“Perfectionism is a 20-ton shield that we lug around thinking it will protect us when, in fact,

it’s the thing that’s really preventing us from being seen and taking flight.”

Brené Brown

“In a digital world of abundant choice and scarce attention, it’s never been easier for our work to be ignored. Everything we do must be remarkable, attention-earning, and sharable.”

Bud Caddell (paraphrased)

“Stop asking what’s in it for you and start giving gifts that change people. Then, and only then, will you have

achieved your potential.”

Seth Godin

3 LAST THINGS

Have fun, stay thankful, be honest.

THANKS.