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Class 5:
 Understanding
    Goals &
 Requirements

Instructor: Abby Covert
Last Class we...




                   2
Last Class we...

• Introduced the topics ‘scope’ and ‘stake’




                                              2
Last Class we...

• Introduced the topics ‘scope’ and ‘stake’
• Discussed the impact of assumption based scoping




                                                     2
Last Class we...

• Introduced the topics ‘scope’ and ‘stake’
• Discussed the impact of assumption based scoping
• Discussed the needs of (stake)makers and stakeholders




                                                          2
Last Class we...

• Introduced the topics ‘scope’ and ‘stake’
• Discussed the impact of assumption based scoping
• Discussed the needs of (stake)makers and stakeholders
• Learned about types of goals (directional and specific)




                                                           2
Last Class we...

• Introduced the topics ‘scope’ and ‘stake’
• Discussed the impact of assumption based scoping
• Discussed the needs of (stake)makers and stakeholders
• Learned about types of goals (directional and specific)
• Workshopped continuums to express our directional
  goals for the semester




                                                           2
Last Class we...

• Introduced the topics ‘scope’ and ‘stake’
• Discussed the impact of assumption based scoping
• Discussed the needs of (stake)makers and stakeholders
• Learned about types of goals (directional and specific)
• Workshopped continuums to express our directional
  goals for the semester
• Assigned group homework that is due today!




                                                           2
Last Class we...

• Introduced the topics ‘scope’ and ‘stake’
• Discussed the impact of assumption based scoping
• Discussed the needs of (stake)makers and stakeholders
• Learned about types of goals (directional and specific)
• Workshopped continuums to express our directional
  goals for the semester
• Assigned group homework that is due today!
• Assigned workshop prep homework individually around
  specific goals, which we will use today


                                                           2
Homework Share




                 3
Homework Share

• Each team will have 5 minutes to present their
  continuums to the class.




                                                   3
Pop Quiz:
Attaching measurement
to make specific goals




                         4
Specific Goals should be
S.M.A.R.T so you know if you are
 going in the right direction


         q Specific
         q Measurable
         q Achievable
         q Relevant
         q Time bound
Finding the right measures

If you have a question about             Examples to be looking at…

If something is effective                Completion rates


Whether something is findable             Speed to find


People’s Expectations                    Bounce Rates & Time on Site


Satisfaction                             Interviews, Surveys, Ask Sales and CSRs


Is enough Information provided?          Are people clicking to further information
                                         consistently?
Are people using the path as designed?   Click path data



(Courtesy of Richard Dalton)
Two Goal Mad Libs:
<Increase, Decrease or Establish>
_______ by ____% over the next
_______ as measured by ______.



<Increase, Decrease or Establish>
_______ with <audience> over the
next _______ as measured by ______.
Workshop Assignment
Attaching measurement
to make specific goals




                         8
Example: mapping Specific
Goals to directional goals

  Measure                                                 Measure
 Engagement                                              Conversion




       5      4   3   2   1     0       1   2   3    4      5
                              6 Month               Today
                                Goal


   – Establish an average time on site with our loyalty
     users of 2+ minutes (matching industry standards
     for news sites)
   – Increase the likelihood of loyalty users to click on
     secondary materials from 10% to 20% through
     better content tagging and human curation
Workshop Time!

Spend the next 40 minutes sharing your specific
measurable goals with your group. Put them in a
google document.

Each must be:
   q Specific
   q Measurable
   q Achievable
   q Relevant
   q Time bound
   q & ladder up to a directional goal

                                                  10
What time is it?




                   11
What time is it?




                   11
I am an




information
architect
I intend to                  because I believe
make the unclear clear       everything is complex

put the what                 architecture frames
before the how               problems, design solves
                             them
facilitate understanding     understanding is
organize meaning,            always good but it is
create clarity and           equally important to
establish truth              not understand

 support goals, makers       clarity is a
 and users                   prerequisite of truth


by: Abby Covert & Dan Klyn
                                                       12
I am an




information
architect
I intend to                  because I believe
make the unclear clear       everything is complex

put the what                 architecture frames
before the how               problems, design solves
                             them
facilitate understanding     understanding is
organize meaning,            always good but it is
create clarity and           equally important to
establish truth              not understand

 support goals, makers       clarity is a
 and users                   prerequisite of truth


by: Abby Covert & Dan Klyn
                                                       12
What is the What




                   13
What as an adverb is Used to indicate
an estimate or approximation


What as a determiner means Asking
for information specifying something




                                        14
Why we need
                                                 Change?
                                Stakeholder Interviews
                                 Competitive Research
                                   Heuristic Evaluation
                                Existing User Research




        What Are                                                  How will
        we doing?                                                we do this?
Touchpoint Mapping Workshop                   tools I use +       Wireframes and Prototypes
 User Segmentation Workshop
                                            questions I help      Functional Specifications
       Goal Setting Workshop                                      Content Inventory
             Experience Brief                    Answer



              Who to                                           When Are we
             Consider?                                         Doing what?
                  User Research                                Flow, Maps and Roadmaps
            Persona Development                                Scoping Workshop
                                                               Collaborative Design Session



                                                                                              15
Why we need
                                                 Change?
                                Stakeholder Interviews
                                 Competitive Research
                                   Heuristic Evaluation
                                Existing User Research




        What Are                                                  How will
        we doing?                                                we do this?
Touchpoint Mapping Workshop                   tools I use +       Wireframes and Prototypes
 User Segmentation Workshop
                                            questions I help      Functional Specifications
       Goal Setting Workshop                                      Content Inventory
             Experience Brief                    Answer



              Who to                                           When Are we
             Consider?                                         Doing what?
                  User Research                                Flow, Maps and Roadmaps
            Persona Development                                Scoping Workshop
                                                               Collaborative Design Session



                                                                                              15
How is what
different than how?




                      16
Why we need
                                                 Change?
                                Stakeholder Interviews
                                 Competitive Research
                                   Heuristic Evaluation
                                Existing User Research




        What Are                                                  How will
        we doing?                                                we do this?
Touchpoint Mapping Workshop                   tools I use +       Wireframes and Prototypes
 User Segmentation Workshop
                                            questions I help      Functional Specifications
       Goal Setting Workshop                                      Content Inventory
             Experience Brief                    Answer



              Who to                                           When Are we
             Consider?                                         Doing what?
                  User Research                                Flow, Maps and Roadmaps
            Persona Development                                Scoping Workshop
                                                               Collaborative Design Session



                                                                                              17
Why we need
                                                 Change?
                                Stakeholder Interviews
                                 Competitive Research
                                   Heuristic Evaluation
                                Existing User Research




        What Are                                                  How will
        we doing?                                                we do this?
Touchpoint Mapping Workshop                   tools I use +       Wireframes and Prototypes
 User Segmentation Workshop
                                            questions I help      Functional Specifications
       Goal Setting Workshop                                      Content Inventory
             Experience Brief                    Answer



              Who to                                           When Are we
             Consider?                                         Doing what?
                  User Research                                Flow, Maps and Roadmaps
            Persona Development                                Scoping Workshop
                                                               Collaborative Design Session



                                                                                              17
Why =
For what reason
   or purpose




                  18
Why =
 For what reason
    or purpose


      What =
  An approximation
   for information
specifying something




                       18
Why =
 For what reason
    or purpose


      What =
  An approximation
   for information
specifying something



       How =
  In what way or
   manner or by
    what means
                       18
Why
 Because someone else
  has taken over our
brand on social media




                        19
Why
 Because someone else
  has taken over our
brand on social media


             What
 We need a launch strategy for fall
2010 that builds a strong baseline fan
  base on social media. Our target is
    moms and we know there is the
potential for millions based on other
                brands.




                                         19
Why
 Because someone else
  has taken over our
brand on social media


             What
 We need a launch strategy for fall
2010 that builds a strong baseline fan
  base on social media. Our target is
    moms and we know there is the
potential for millions based on other
                brands.




               How



                                         19
Why
                   Because someone else
                    has taken over our
                  brand on social media


                               What
                   We need a launch strategy for fall
                  2010 that builds a strong baseline fan
                    base on social media. Our target is
                      moms and we know there is the
                  potential for millions based on other
                                  brands.




                                 How
A photo sharing
 FB application
   focused on
spreading happy
     pictures

                                                           19
Why
                     Because someone else
                      has taken over our
                    brand on social media


                                 What
                     We need a launch strategy for fall
                    2010 that builds a strong baseline fan
                      base on social media. Our target is
                        moms and we know there is the
                    potential for millions based on other
                                    brands.




                                   How
A photo sharing    A t-shirt
 FB application   giveaway
   focused on     mechanism
spreading happy
     pictures

                                                             19
Why
                     Because someone else
                      has taken over our
                    brand on social media


                                 What
                     We need a launch strategy for fall
                    2010 that builds a strong baseline fan
                      base on social media. Our target is
                        moms and we know there is the
                    potential for millions based on other
                                    brands.




                                   How
A photo sharing    A t-shirt      A bot that
 FB application   giveaway       detects non-
   focused on     mechanism       faces and
spreading happy                flags them for
     pictures                     moderation

                                                             19
Why
                     Because someone else
                      has taken over our
                    brand on social media


                                 What
                     We need a launch strategy for fall
                    2010 that builds a strong baseline fan
                      base on social media. Our target is
                        moms and we know there is the
                    potential for millions based on other
                                    brands.




                                   How
A photo sharing    A t-shirt      A bot that    Full Package
 FB application   giveaway       detects non-     redesign
   focused on     mechanism       faces and      focused on
spreading happy                flags them for      “happy”
     pictures                     moderation

                                                               19
Why
                     Because someone else
                      has taken over our
                    brand on social media


                                 What
                     We need a launch strategy for fall
                    2010 that builds a strong baseline fan
                      base on social media. Our target is
                        moms and we know there is the
                    potential for millions based on other
                                    brands.




                                   How
A photo sharing    A t-shirt      A bot that    Full Package        A TV
 FB application   giveaway       detects non-     redesign      Commercial
   focused on     mechanism       faces and      focused on    mentioning the
spreading happy                flags them for      “happy”      social media
     pictures                     moderation                        links

                                                                            19
when what
is before why




                20
Everyone feels a
loss of satisfaction




                       21
Everyone feels a
loss of satisfaction
User
satisfaction




                       21
Everyone feels a
loss of satisfaction
User           Stakeholder
satisfaction   Satisfaction




                              21
Everyone feels a
loss of satisfaction
User           Stakeholder    MAKER
satisfaction   Satisfaction   Satisfaction




                                             21
when how is
before what




              22
Spray-n-Pray


               23
A simple way to
  think about

Why, What & How

  in the right
     order


                  24
Goal
    Vs.
Requirement
    vs.
  Feature




              25
Goal




       26
Goal   (Defines Why)
       An aim or desired
       result




                       26
Goal              (Defines Why)
                            An aim or desired
                            result

Requirement   Requirement   (Defines what)
                            A thing that is
                            needed or wanted,
                            or compulsory




                                            26
Goal                    (Defines Why)
                                        An aim or desired
                                        result

Requirement         Requirement         (Defines what)
                                        A thing that is
                                        needed or wanted,
Feature   Feature   Feature   Feature
                                        or compulsory


Feature   Feature   Feature   Feature   (Defines how)
                                        A distinctive
                                        attribute or
Feature   Feature   Feature   Feature
                                        aspect of
                                        something
Feature   Feature   Feature   Feature




                                                        26
Goal




       27
Goal   (Defines Why)
       Take back social
       media for brand




                          27
Goal              (Defines Why)
                            Take back social
                            media for brand

Requirement   Requirement   (Defines what)
                            A social media
                            launch strategy




                                               27
Goal                    (Defines Why)
                                        Take back social
                                        media for brand

Requirement         Requirement         (Defines what)
                                        A social media
                                        launch strategy
Feature   Feature   Feature   Feature




Feature   Feature   Feature   Feature   (Defines how)
                                        A facebook
                                        application
Feature   Feature   Feature   Feature




Feature   Feature   Feature   Feature




                                                           27
The many faces of a requirement:

 • Potential New stuff/processes that could help to reach
    goals

 • Existing stuff/processes that will need to be taken care of
    or changed to reach goals

 • Communication efforts needed to support goals
 • Research that is still needed
 • Data that is still needed



                                                             28
Example Requirements

 •   Potential New stuff/processes: A custom facebook app with
     Moderation team to manage the flow of entries. A giveaway mechanism
     with a randomizer. A TV commercial. A Magazine ad.

 •   Existing stuff/processes: Redesign of packaging and corporate site
     structure to accommodate social media initiative.

 •   Communication efforts: Press release on the effort to increase
     awareness. Media buy for new TV spot and Magazine ads. Social media
     team to respond to user comments.

 •   Research: How to get non-faces rejected? What kind of apps did
     “Moms” enjoy and respond to?

 •   Data: baseline on # of social media followers of like (but not
     competitive) brands

                                                                          29
Homework

• As a group: Document requirements for meeting your goals.
     –   What is potential new stuff?
     –   What is the old stuff? How must it be changed?
     –   What will need to be communicated?
     –   What research is still needed?
     –   What data is still needed?
• Please submit your group homework by 6 PM Monday
  October 15 via email
• Each of you should additionally come to the next class with
  a list of 20 (yes, 20) feature ideas based on your
  requirements.
•   (Note: it may be best to designate areas for each group member to explore, it
    will save you time in the next assignment)
                                                                                    30
Questions?

CovertA@newschool.edu
    @ Abby_The_IA

  www.Abbytheia.com

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Understanding Goals and Requirements

  • 1. Class 5: Understanding Goals & Requirements Instructor: Abby Covert
  • 3. Last Class we... • Introduced the topics ‘scope’ and ‘stake’ 2
  • 4. Last Class we... • Introduced the topics ‘scope’ and ‘stake’ • Discussed the impact of assumption based scoping 2
  • 5. Last Class we... • Introduced the topics ‘scope’ and ‘stake’ • Discussed the impact of assumption based scoping • Discussed the needs of (stake)makers and stakeholders 2
  • 6. Last Class we... • Introduced the topics ‘scope’ and ‘stake’ • Discussed the impact of assumption based scoping • Discussed the needs of (stake)makers and stakeholders • Learned about types of goals (directional and specific) 2
  • 7. Last Class we... • Introduced the topics ‘scope’ and ‘stake’ • Discussed the impact of assumption based scoping • Discussed the needs of (stake)makers and stakeholders • Learned about types of goals (directional and specific) • Workshopped continuums to express our directional goals for the semester 2
  • 8. Last Class we... • Introduced the topics ‘scope’ and ‘stake’ • Discussed the impact of assumption based scoping • Discussed the needs of (stake)makers and stakeholders • Learned about types of goals (directional and specific) • Workshopped continuums to express our directional goals for the semester • Assigned group homework that is due today! 2
  • 9. Last Class we... • Introduced the topics ‘scope’ and ‘stake’ • Discussed the impact of assumption based scoping • Discussed the needs of (stake)makers and stakeholders • Learned about types of goals (directional and specific) • Workshopped continuums to express our directional goals for the semester • Assigned group homework that is due today! • Assigned workshop prep homework individually around specific goals, which we will use today 2
  • 11. Homework Share • Each team will have 5 minutes to present their continuums to the class. 3
  • 12. Pop Quiz: Attaching measurement to make specific goals 4
  • 13. Specific Goals should be S.M.A.R.T so you know if you are going in the right direction q Specific q Measurable q Achievable q Relevant q Time bound
  • 14. Finding the right measures If you have a question about Examples to be looking at… If something is effective Completion rates Whether something is findable Speed to find People’s Expectations Bounce Rates & Time on Site Satisfaction Interviews, Surveys, Ask Sales and CSRs Is enough Information provided? Are people clicking to further information consistently? Are people using the path as designed? Click path data (Courtesy of Richard Dalton)
  • 15. Two Goal Mad Libs: <Increase, Decrease or Establish> _______ by ____% over the next _______ as measured by ______. <Increase, Decrease or Establish> _______ with <audience> over the next _______ as measured by ______.
  • 17. Example: mapping Specific Goals to directional goals Measure Measure Engagement Conversion 5 4 3 2 1 0 1 2 3 4 5 6 Month Today Goal – Establish an average time on site with our loyalty users of 2+ minutes (matching industry standards for news sites) – Increase the likelihood of loyalty users to click on secondary materials from 10% to 20% through better content tagging and human curation
  • 18. Workshop Time! Spend the next 40 minutes sharing your specific measurable goals with your group. Put them in a google document. Each must be: q Specific q Measurable q Achievable q Relevant q Time bound q & ladder up to a directional goal 10
  • 19. What time is it? 11
  • 20. What time is it? 11
  • 21. I am an information architect I intend to because I believe make the unclear clear everything is complex put the what architecture frames before the how problems, design solves them facilitate understanding understanding is organize meaning, always good but it is create clarity and equally important to establish truth not understand support goals, makers clarity is a and users prerequisite of truth by: Abby Covert & Dan Klyn 12
  • 22. I am an information architect I intend to because I believe make the unclear clear everything is complex put the what architecture frames before the how problems, design solves them facilitate understanding understanding is organize meaning, always good but it is create clarity and equally important to establish truth not understand support goals, makers clarity is a and users prerequisite of truth by: Abby Covert & Dan Klyn 12
  • 23. What is the What 13
  • 24. What as an adverb is Used to indicate an estimate or approximation What as a determiner means Asking for information specifying something 14
  • 25. Why we need Change? Stakeholder Interviews Competitive Research Heuristic Evaluation Existing User Research What Are How will we doing? we do this? Touchpoint Mapping Workshop tools I use + Wireframes and Prototypes User Segmentation Workshop questions I help Functional Specifications Goal Setting Workshop Content Inventory Experience Brief Answer Who to When Are we Consider? Doing what? User Research Flow, Maps and Roadmaps Persona Development Scoping Workshop Collaborative Design Session 15
  • 26. Why we need Change? Stakeholder Interviews Competitive Research Heuristic Evaluation Existing User Research What Are How will we doing? we do this? Touchpoint Mapping Workshop tools I use + Wireframes and Prototypes User Segmentation Workshop questions I help Functional Specifications Goal Setting Workshop Content Inventory Experience Brief Answer Who to When Are we Consider? Doing what? User Research Flow, Maps and Roadmaps Persona Development Scoping Workshop Collaborative Design Session 15
  • 27. How is what different than how? 16
  • 28. Why we need Change? Stakeholder Interviews Competitive Research Heuristic Evaluation Existing User Research What Are How will we doing? we do this? Touchpoint Mapping Workshop tools I use + Wireframes and Prototypes User Segmentation Workshop questions I help Functional Specifications Goal Setting Workshop Content Inventory Experience Brief Answer Who to When Are we Consider? Doing what? User Research Flow, Maps and Roadmaps Persona Development Scoping Workshop Collaborative Design Session 17
  • 29. Why we need Change? Stakeholder Interviews Competitive Research Heuristic Evaluation Existing User Research What Are How will we doing? we do this? Touchpoint Mapping Workshop tools I use + Wireframes and Prototypes User Segmentation Workshop questions I help Functional Specifications Goal Setting Workshop Content Inventory Experience Brief Answer Who to When Are we Consider? Doing what? User Research Flow, Maps and Roadmaps Persona Development Scoping Workshop Collaborative Design Session 17
  • 30. Why = For what reason or purpose 18
  • 31. Why = For what reason or purpose What = An approximation for information specifying something 18
  • 32. Why = For what reason or purpose What = An approximation for information specifying something How = In what way or manner or by what means 18
  • 33. Why Because someone else has taken over our brand on social media 19
  • 34. Why Because someone else has taken over our brand on social media What We need a launch strategy for fall 2010 that builds a strong baseline fan base on social media. Our target is moms and we know there is the potential for millions based on other brands. 19
  • 35. Why Because someone else has taken over our brand on social media What We need a launch strategy for fall 2010 that builds a strong baseline fan base on social media. Our target is moms and we know there is the potential for millions based on other brands. How 19
  • 36. Why Because someone else has taken over our brand on social media What We need a launch strategy for fall 2010 that builds a strong baseline fan base on social media. Our target is moms and we know there is the potential for millions based on other brands. How A photo sharing FB application focused on spreading happy pictures 19
  • 37. Why Because someone else has taken over our brand on social media What We need a launch strategy for fall 2010 that builds a strong baseline fan base on social media. Our target is moms and we know there is the potential for millions based on other brands. How A photo sharing A t-shirt FB application giveaway focused on mechanism spreading happy pictures 19
  • 38. Why Because someone else has taken over our brand on social media What We need a launch strategy for fall 2010 that builds a strong baseline fan base on social media. Our target is moms and we know there is the potential for millions based on other brands. How A photo sharing A t-shirt A bot that FB application giveaway detects non- focused on mechanism faces and spreading happy flags them for pictures moderation 19
  • 39. Why Because someone else has taken over our brand on social media What We need a launch strategy for fall 2010 that builds a strong baseline fan base on social media. Our target is moms and we know there is the potential for millions based on other brands. How A photo sharing A t-shirt A bot that Full Package FB application giveaway detects non- redesign focused on mechanism faces and focused on spreading happy flags them for “happy” pictures moderation 19
  • 40. Why Because someone else has taken over our brand on social media What We need a launch strategy for fall 2010 that builds a strong baseline fan base on social media. Our target is moms and we know there is the potential for millions based on other brands. How A photo sharing A t-shirt A bot that Full Package A TV FB application giveaway detects non- redesign Commercial focused on mechanism faces and focused on mentioning the spreading happy flags them for “happy” social media pictures moderation links 19
  • 42. Everyone feels a loss of satisfaction 21
  • 43. Everyone feels a loss of satisfaction User satisfaction 21
  • 44. Everyone feels a loss of satisfaction User Stakeholder satisfaction Satisfaction 21
  • 45. Everyone feels a loss of satisfaction User Stakeholder MAKER satisfaction Satisfaction Satisfaction 21
  • 48. A simple way to think about Why, What & How in the right order 24
  • 49. Goal Vs. Requirement vs. Feature 25
  • 50. Goal 26
  • 51. Goal (Defines Why) An aim or desired result 26
  • 52. Goal (Defines Why) An aim or desired result Requirement Requirement (Defines what) A thing that is needed or wanted, or compulsory 26
  • 53. Goal (Defines Why) An aim or desired result Requirement Requirement (Defines what) A thing that is needed or wanted, Feature Feature Feature Feature or compulsory Feature Feature Feature Feature (Defines how) A distinctive attribute or Feature Feature Feature Feature aspect of something Feature Feature Feature Feature 26
  • 54. Goal 27
  • 55. Goal (Defines Why) Take back social media for brand 27
  • 56. Goal (Defines Why) Take back social media for brand Requirement Requirement (Defines what) A social media launch strategy 27
  • 57. Goal (Defines Why) Take back social media for brand Requirement Requirement (Defines what) A social media launch strategy Feature Feature Feature Feature Feature Feature Feature Feature (Defines how) A facebook application Feature Feature Feature Feature Feature Feature Feature Feature 27
  • 58. The many faces of a requirement: • Potential New stuff/processes that could help to reach goals • Existing stuff/processes that will need to be taken care of or changed to reach goals • Communication efforts needed to support goals • Research that is still needed • Data that is still needed 28
  • 59. Example Requirements • Potential New stuff/processes: A custom facebook app with Moderation team to manage the flow of entries. A giveaway mechanism with a randomizer. A TV commercial. A Magazine ad. • Existing stuff/processes: Redesign of packaging and corporate site structure to accommodate social media initiative. • Communication efforts: Press release on the effort to increase awareness. Media buy for new TV spot and Magazine ads. Social media team to respond to user comments. • Research: How to get non-faces rejected? What kind of apps did “Moms” enjoy and respond to? • Data: baseline on # of social media followers of like (but not competitive) brands 29
  • 60. Homework • As a group: Document requirements for meeting your goals. – What is potential new stuff? – What is the old stuff? How must it be changed? – What will need to be communicated? – What research is still needed? – What data is still needed? • Please submit your group homework by 6 PM Monday October 15 via email • Each of you should additionally come to the next class with a list of 20 (yes, 20) feature ideas based on your requirements. • (Note: it may be best to designate areas for each group member to explore, it will save you time in the next assignment) 30
  • 61. Questions? CovertA@newschool.edu @ Abby_The_IA www.Abbytheia.com