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Russ Starke @RussStarke Digital Strategy: Don’t Believe The Hype, It ALWAYS Depends

Digital Strategy: Don't Believe The Hype, It ALWAYS Depends (On Research)

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There are a bunch of buzz words and phrases out there around digital strategy that are all too often heard and taken as gospel (and presented to design teams as black & white challenges). Does it have to be “mobile first”? In what way should it be “responsive”? Should it be “gamified”? What do these things REALLY mean to different people, and when are they the right choice (and worth the investment)? This talk is about boiling these and other commonly referenced concepts down to their essence to help make strategy decisions.

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Page 1: Digital Strategy: Don't Believe The Hype, It ALWAYS Depends (On Research)

Russ Starke @RussStarke

Digital Strategy: Don’t Believe The Hype,

It ALWAYS Depends

Page 2: Digital Strategy: Don't Believe The Hype, It ALWAYS Depends (On Research)

Digital Strategy: Don’t Believe The Hype,

It ALWAYS Depends

Russ Starke @RussStarke

(On Research)

Page 3: Digital Strategy: Don't Believe The Hype, It ALWAYS Depends (On Research)

If You’re Doing “________”

!

You’re Doing It ALL WRONG!

Page 4: Digital Strategy: Don't Believe The Hype, It ALWAYS Depends (On Research)

“________” !

IS DEAD!

Page 5: Digital Strategy: Don't Believe The Hype, It ALWAYS Depends (On Research)

We need an app!

Page 6: Digital Strategy: Don't Believe The Hype, It ALWAYS Depends (On Research)

It MUST be responsive!

We need an app!

Page 7: Digital Strategy: Don't Believe The Hype, It ALWAYS Depends (On Research)

It MUST be responsive!

Make it so easy that my mother

could use it!

We need an app!

Page 8: Digital Strategy: Don't Believe The Hype, It ALWAYS Depends (On Research)

It MUST be responsive!

Make it so easy that my mother

could use it!

We need an app!

Make it flat!

Page 9: Digital Strategy: Don't Believe The Hype, It ALWAYS Depends (On Research)

Mobile first!

It MUST be responsive!

Make it so easy that my mother

could use it!

We need an app!

Make it flat!

Page 10: Digital Strategy: Don't Believe The Hype, It ALWAYS Depends (On Research)

Mobile first!

It MUST be responsive!

Gamify it!!!Make it so easy that my mother

could use it!

We need an app!

Make it flat!

Page 11: Digital Strategy: Don't Believe The Hype, It ALWAYS Depends (On Research)

http://www.uxblog.com/designthinking-a-useful-myth

Design Thinking: A Useful Myth

Page 12: Digital Strategy: Don't Believe The Hype, It ALWAYS Depends (On Research)

http://www.uxblog.com/designthinking-a-useful-myth

ReThinking Design Thinking

Page 13: Digital Strategy: Don't Believe The Hype, It ALWAYS Depends (On Research)

http://www.uxblog.com/designthinking-a-useful-myth

ReThinking Design Thinking

“OK, I take it back. !Well, some of it anyway.”

“…the essay should really be titled: Design Thinking: An

Essential Tool. Let me explain.”

Page 14: Digital Strategy: Don't Believe The Hype, It ALWAYS Depends (On Research)

Don’t Believe The Hype, It ALWAYS Depends

(On Research)

Page 15: Digital Strategy: Don't Believe The Hype, It ALWAYS Depends (On Research)

Nothing makes you a better strategist/designer than being

armed with research.

Page 16: Digital Strategy: Don't Believe The Hype, It ALWAYS Depends (On Research)

There’s no “I” in design.

Page 17: Digital Strategy: Don't Believe The Hype, It ALWAYS Depends (On Research)

Balance “would you?”

with “do you?”

Page 18: Digital Strategy: Don't Believe The Hype, It ALWAYS Depends (On Research)

Research:

Target Audience (Personas) Competitive Landscape

Analogues In Other Applications Similar Business Challenges & Solutions

Page 19: Digital Strategy: Don't Believe The Hype, It ALWAYS Depends (On Research)

OK, suit up! We’re goin’ to battle.

Page 20: Digital Strategy: Don't Believe The Hype, It ALWAYS Depends (On Research)

OK, suit up! We’re goin’ to battle.

Here’s your shield:

Page 21: Digital Strategy: Don't Believe The Hype, It ALWAYS Depends (On Research)

Why?

Page 22: Digital Strategy: Don't Believe The Hype, It ALWAYS Depends (On Research)

It must be responsive.

Page 23: Digital Strategy: Don't Believe The Hype, It ALWAYS Depends (On Research)

It must be responsive.

Why?

Page 24: Digital Strategy: Don't Believe The Hype, It ALWAYS Depends (On Research)

It must be responsive.

Why? That’s like,

the thing now, right?

Page 25: Digital Strategy: Don't Believe The Hype, It ALWAYS Depends (On Research)

It must be responsive.

Why? That’s like,

the thing now, right?

Page 26: Digital Strategy: Don't Believe The Hype, It ALWAYS Depends (On Research)

It must be responsive.

Why? It must be optimized

for a great user experience regardless of the device on which

it is accessed.

Page 27: Digital Strategy: Don't Believe The Hype, It ALWAYS Depends (On Research)

Responsive Design vs.

Responsive Web Design (RWD)

Page 28: Digital Strategy: Don't Believe The Hype, It ALWAYS Depends (On Research)

Responsive Web Design• Built on a fluid grid that

automatically flexes to screen widths

• Browser-based • Single code base; easy to propagate changes

Page 29: Digital Strategy: Don't Believe The Hype, It ALWAYS Depends (On Research)

RWD: When?• When the functionality (content &

workflow) is relatively consistent across devices

• When known use cases support it

• When dealing with potentially wildly varying usage and screen resolutions (often commercial)

Page 30: Digital Strategy: Don't Believe The Hype, It ALWAYS Depends (On Research)

Mobile first!

Page 31: Digital Strategy: Don't Believe The Hype, It ALWAYS Depends (On Research)

Mobile first!

Why?

Page 32: Digital Strategy: Don't Believe The Hype, It ALWAYS Depends (On Research)

Mobile first!

Have you seen the research?

Everyone’s gonna be pretty much mobile-

only in 5 years.

Why?

Page 33: Digital Strategy: Don't Believe The Hype, It ALWAYS Depends (On Research)

Mobile first!

Our strongest use case with our most

differentiated functionality is based around accessing

via Smartphone.

Why?

Page 34: Digital Strategy: Don't Believe The Hype, It ALWAYS Depends (On Research)

!

Mobile First Design Methodology

vs. Mobile First

Rollout Strategy

Page 35: Digital Strategy: Don't Believe The Hype, It ALWAYS Depends (On Research)

What is “mobile first design methodology”?

• Forces you to focus on only the essential content/features/functionality

• A way to drive usage of the Pareto principle, or the 80/20 rule

Page 36: Digital Strategy: Don't Believe The Hype, It ALWAYS Depends (On Research)

What is “mobile first rollout strategy”?

• Design optimized mainly for display and interaction on a Smartphone

(The desktop version is only a marketing

one-pager)

• May be a native application (or an m.dot URL)

Page 37: Digital Strategy: Don't Believe The Hype, It ALWAYS Depends (On Research)

We need an app.

Page 38: Digital Strategy: Don't Believe The Hype, It ALWAYS Depends (On Research)

We need an app.

Why?

Page 39: Digital Strategy: Don't Believe The Hype, It ALWAYS Depends (On Research)

We need an app.

Why?

I want to see a little thingie on my

phone with our logo on it.

Page 40: Digital Strategy: Don't Believe The Hype, It ALWAYS Depends (On Research)

We need an app.

Why?

We want to take advantage of the

robust features we can only get from

native apps!

Page 41: Digital Strategy: Don't Believe The Hype, It ALWAYS Depends (On Research)

What is a “native app”?!

!

• Separate code base for each supported operating system (OS)

App Store

Instagram

Downloaded from the device’s

application store

Accessed via an icon on the Smartphone desktop

(not via a browser)

Page 42: Digital Strategy: Don't Believe The Hype, It ALWAYS Depends (On Research)

Native app: When?• HTML is closing the gap, but the

more of these you want, the more it points to native:

• Seamless integration with on-board hardware such as the camera, microphone, gyroscope

• Deep interaction with other on-board apps (contacts, email, camera)

• Robust offline usage and data/progress storage

• When use cases strongly support investing in the selected operating system(s)

Page 43: Digital Strategy: Don't Believe The Hype, It ALWAYS Depends (On Research)

The design should be ‘flat’.

Page 44: Digital Strategy: Don't Believe The Hype, It ALWAYS Depends (On Research)

Why?

The design should be ‘flat’.

Page 45: Digital Strategy: Don't Believe The Hype, It ALWAYS Depends (On Research)

Why? Apparently, Apple

just did that. They RULE.

The design should be ‘flat’.

Page 46: Digital Strategy: Don't Believe The Hype, It ALWAYS Depends (On Research)

Why? It should be clean, feel

current, and design flourishes shouldn’t obscure

workflow…reduced to its essential nature and not

“ornamental”.

The design should be ‘flat’.

Page 47: Digital Strategy: Don't Believe The Hype, It ALWAYS Depends (On Research)

What is a “Flat” design?Implied Depth Flat

Page 48: Digital Strategy: Don't Believe The Hype, It ALWAYS Depends (On Research)

What is a “Flat” design?Implied Depth Flat

Skeuomorphic

Page 49: Digital Strategy: Don't Believe The Hype, It ALWAYS Depends (On Research)

Innovate!

Page 50: Digital Strategy: Don't Believe The Hype, It ALWAYS Depends (On Research)

Why?

Innovate!

Page 51: Digital Strategy: Don't Believe The Hype, It ALWAYS Depends (On Research)

Why? The CEO yelled

this at me, so I’m yellin’ it at you!

Innovate!

Page 52: Digital Strategy: Don't Believe The Hype, It ALWAYS Depends (On Research)

Why? We should understand the current landscape, exploit the best ideas

and come up with some awesome new ones of

our own….

Innovate!

Page 53: Digital Strategy: Don't Believe The Hype, It ALWAYS Depends (On Research)

Why?

Innovate!

…but only if they’re in service

of business and user goals.

Page 54: Digital Strategy: Don't Believe The Hype, It ALWAYS Depends (On Research)

User Expectations

Page 55: Digital Strategy: Don't Believe The Hype, It ALWAYS Depends (On Research)

Gamify It!

Page 56: Digital Strategy: Don't Believe The Hype, It ALWAYS Depends (On Research)

Why?

Gamify It!

Page 57: Digital Strategy: Don't Believe The Hype, It ALWAYS Depends (On Research)

Why?

Gamify It!

I don’t get it, but it’s the only way we’re going to

keep the attention of those pesky “millennials”.

Page 58: Digital Strategy: Don't Believe The Hype, It ALWAYS Depends (On Research)

Why?

Gamify It!

Drive engagement using principles of human

motivational theory that have been true since we stopping living in caves.

Page 59: Digital Strategy: Don't Believe The Hype, It ALWAYS Depends (On Research)

What is “gamification”?

Page 60: Digital Strategy: Don't Believe The Hype, It ALWAYS Depends (On Research)

What is “gamification”?

• Built upon human motivational theory

• Competition and challenge

• “Leveling up” and unlocking

• Set completion and collecting

• Surprise and curiosity

Page 61: Digital Strategy: Don't Believe The Hype, It ALWAYS Depends (On Research)

Gamification: When?• When there’s a reason to

drive long-term, regular engagement (and a benefit for users, too)

• When it doesn’t get in the way of core user tasks/workflows

• When it’s well thought out and tested

Page 62: Digital Strategy: Don't Believe The Hype, It ALWAYS Depends (On Research)

Make it so easy my mother (or

4yo) could use it.

Page 63: Digital Strategy: Don't Believe The Hype, It ALWAYS Depends (On Research)

Why? Make it so easy my mother (or

4yo) could use it.

Page 64: Digital Strategy: Don't Believe The Hype, It ALWAYS Depends (On Research)

Why? Make it so easy my mother (or

4yo) could use it.

It literally has to be that simple, or

people won’t use it.

Page 65: Digital Strategy: Don't Believe The Hype, It ALWAYS Depends (On Research)

Why? Make it so easy my mother (or

4yo) could use it.

It literally has to be that simple, or

people won’t use it.

Page 66: Digital Strategy: Don't Believe The Hype, It ALWAYS Depends (On Research)

Make it drop-dead intuitive for the

INTENDED AUDIENCE.

Why? Make it so easy my mother (or

4yo) could use it.

Page 67: Digital Strategy: Don't Believe The Hype, It ALWAYS Depends (On Research)
Page 68: Digital Strategy: Don't Believe The Hype, It ALWAYS Depends (On Research)
Page 69: Digital Strategy: Don't Believe The Hype, It ALWAYS Depends (On Research)

Russ Starke @RussStarke

THANK YOU!