Fell Swoop: Data To Design

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From Data to Design
Tamara Adlin / Fell Swoop

Copyright 2008-2009, Fell Swoop L.L.C. All rights reserved.

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Fell Swoop is a user experience
strategy and design company.


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We are Tamara Adlin and
Ma Dente, Founding Partners.


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Tamara Adlin

• User Experience Strategy Expert
• Wrote the Book on Personas
• Author, Speaker & Consultant
• Broad Client Based Experiences


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Ma Dente

• User Experience Design
• Information Architecture
• Interaction Design
• Visual Interface Design


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Why We Joined Forces

Together we have the expertise to practice what we preach:


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TAMARA’S EXPERTISE

Who are you trying to solve a How can you get people to
problem for, and how are you happily do the things that
trying to solve it? make your business grow?


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TAMARA’S EXPERTISE MATT’S EXPERTISE

Who are you trying to solve a How can you get people to What experiences do you
problem for, and how are you happily do the things that want to create, and how can
trying to solve it? make your business grow? you create them?


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Fell Swoop Clients Since Summer 2008


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Case Study: Orangelake.com


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Overview

We had several important questions to answer with this project:
• Who are the right customers to focus on?
• How do these people think about “vacation clubs”
(a.k.a., ‘time shares’) today?
• How do we want them to think Orange Lake Vacation Club?
• How can we create a web experience that:
- Turns the “merely curious” into the “actively shopping”?
- Helps existing customers help themselves
(and thus vastly reduces costs)?


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Phase 1: Clarity


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Phase 1: Clarity

Slowing down to speed up...
• What are the (measurable!) business, brand, and
customer experience objectives for the new site?
• What are the (very speciﬁc!) value propositions
and diﬀerentiators?
• What do you know about your current and target
customers already?


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Phase 2: Strategy


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Phase 2: Strategy

• We create personas to capture the key goals and needs of
your current and target customers.
• We deﬁne a strategy which answers the question how can
we create an experience that helps our personas happily
do what we want them to do?


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Personas look like descriptions of people…
because that’s what they are.


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Looking at the competition through the eyes of
our personas, we found that Vacation Clubs play
‘follow the leader’ instead of ‘follow the user’


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Customer Experience Strategy

• The strategy document outlines
our recommendation for
encouraging personas to happily
do what we want them to do.
• The strategy translates all of
our work into a set of design
guidelines in preparation for the
design phase.


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Phase 3: Design


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Once we develop a strategy for the
experience that we want to create,
we are ready to begin design.


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Design

During the design phase we...
• We create Use Cases to tell the story of the new
experience we’re building for our personas
• We create Wireframes which are the “blueprints” for
all of the web pages and user interface elements.
• We conduct Usability Testing to ﬁnd and ﬁx problems
early in the design process.
• We create the graphic design for the web site so that
it enhances usability while supporting your brand
and business goals.


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Use Cases Tell the Stories


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Wireframes Illustrate the Use Cases


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We Document All Unique Pages


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We Evaluate the Designs During Usability Testing


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We Create Multiple Visual Design Treatments


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Clients Choose a Final Design


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Orangelake.com: Before & Aer

Before After


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Thank You!


Fell Swoop: Data To Design

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