Post on 01-Dec-2014
description
ACTIONS AND REACTIONS
WHAT WE ARE TALKING ABOUT
How to push a digital strategy forward in an organisation
What is needed for a cultural shift in perspectives to be more digitally
focused
How you can evolve to the next step of your digital maturity
to implement real digital value
Simon McEwenBusiness Development ManagerMelbourne
Marketing ExecutiveMelbourne
Technical AnalystPerth
User Experience LeadMelbourne
@PRECEDENTAPAC#PRECSEM
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Innovation needs to be part of your culture. Consumers are transforming faster than we are, and if we don’t catch up, we’re in trouble.
Ian Schafer
Plans require a who, what, when, and how
Huh?
Objectives need to be
measureable and achievable
Reactive
Business
strategy
Business
strategy
Business
strategy
Digital
project
Marketing
strategy
Digital
project
Digital
project
Marketing
strategy
Marketing
strategy
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Climax
Exposition Resolution
FREYTAG’S
PYRAMID
Using them to get everyone on
the same page, avoiding
misinterpretation of ideas, using
them as a method to show and tell.
Prototypes act as a way to work
through your design solution,
giving you the ability to evaluate
a few different options, tweak
them, and come up with the
best one.
Using them to sell your design
solution to internal stake
holders like senior
management, other designers,
or the engineering team.
Individual interviews allow you
to probe their attitudes, beliefs,
desires, and experiences to get
a deeper understanding of the
users who come to your site.
While similar to ‘sell your idea’, this is for an external audience.
Work through a design
As a common communication
platform
Sell your ideas
Gauge technical
feasibility
As a marketing tool
The Brief
The City of Melbourne are hosting a 2-day event over a weekend, celebrating
the multiculturalism of our vibrant city.
The Challenge
Design a website to promote the event and it's various offerings.
The Requirements
• Provide user with some details about the event (who, what, when, why)
• Promote specific event and their details (date, time, location(s), prices,
agenda)
• Utilise rich media (i.e videos)
• Promote social channels
• Include information about the promoters (i.e. city of Melbourne) and their
partners
• Allow users to subscribe for updates
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Sylvia Vucetic
Digital Media Specialist
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Individual interviews allow you
to probe their attitudes, beliefs,
desires, and experiences to get
a deeper understanding of the
users who come to your site.
The researchers watch and
listen as users work in the
user’s own environment.
Contextual interviews tend to
be more natural and sometimes
more realistic as a result.
An online survey is a structured
questionnaire that your target
audience completes over the
internet generally through a
filling out a form. Online
surveys can vary in length and
format
A long running research
process that requires the user
to create diary entries on a set
interval. Allows users to be
polled for longer periods.
Usability testing refers to
evaluating a product or service
by testing it with representative
users.
The process of co-design
products, services and tactics
with end users./
Interviews Diary Study
Usability
Testing
Survey
Contextual Interviews
ParticipatoryDesign
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The Brief
You need to provide solid proof to your stakeholders that your prototype will
work once out in market.
The Challenge
Run a usability test and provide qualitative insights.
The Requirements
• Based on your learnings write a script with at least 5 tasks which focus oe;
• Ability to understand what the test is for
• Locating key functionality
• Testing the effectiveness of the content and labels
• Test the prototype with at least two participants
• Record any insights and present back to the group
The Brief
You need to provide solid proof to your stakeholders that your prototype will
work once out in market.
The Challenge
Run a usability test and provide qualitative insights.
The Requirements
• Based on your learnings write a script with at least 5 tasks which focus oe;
• Ability to understand what the test is for
• Locating key functionality
• Testing the effectiveness of the content and labels
• Test the prototype with at least two participants
• Record any insights and present back to the group
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PROFESSIONALS PEERSPROPOSITION
PEOPLE
PUBLIC
PROFESSIONALS PEERSPROPOSITION
PEOPLE
PUBLIC
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Communication works for those who work at it.
John Powell
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When
Who
Before During projects / campaigns After(End of project + ongoing)
INTERNAL
EXTERNAL
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If you don’t give people information, they’ll make up something to fill the void.
Carla O’Dell
Digital Transformation | Adrian Porter, Head of Strategic Research, Precedent 2013
IMPACT OF
TRANSFORMATION
TOPIC OF
INTEREST
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DIGITAL
TRANSFORMATION
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WhenWho
Before During projects / campaigns(List phases here…)
1 2 3 …. etc ….
After(End of project + ongoing)
INTERNAL- Your team- Partners- Other teams- Management- Suppliers- Champions
EXTERNAL- Partners- Stakeholders- End Users- Media
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Communication and trust are two main ingredients for a successful relationship.
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