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Next-level collaboration: The future of content and design | Confab 2015

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Imagine a future where siloed departments and legacy workflows don’t stand in our way. Today’s content is complex, interconnected, and needs to be ready for devices we haven’t even dreamed of yet. Tomorrow isn’t going to get any simpler. Successful outcomes demand a new kind of collaboration.

For the past two years, Rebekah has studied how successful teams collaborate and has helped transform the way her team works and produces together. In this session, you’ll hear what she’s learned about making effective cross-discipline collaboration possible, and leave with actionable approaches you can use to unite your team and workflow, too.

In this talk, we discussed:

- What it takes to make effective collaboration possible
- How content strategists play a key role in creating the cross-discipline teams of tomorrow
- Practical techniques you can use to bridge silos, increase productivity, and deliver better project outcomes for everyone

Veröffentlicht in: Design, Marketing, Leadership & Management
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Next-level collaboration: The future of content and design | Confab 2015

  1. THE FUTURE OF CONTENT AND DESIGN Next-Level Collaboration CONFAB 2015 - @REBEKAHCANCINO
  2. 1st fully computer-animated film No. 1 film of the year in 1995 Nominated for 3 Oscar awards One lifetime achievement award $191+M lifetime earnings And it was all sorts of awesome
  3. Meet Ed CatmullPhotograph by Deborah Coleman, Pixar
  4. http://www.fastcompany.com/3027135/lessons-learned/inside-the-pixar-braintrust
  5. http://www.fastcompany.com/3027135/lessons-learned/inside-the-pixar-braintrust Tens of thousands of ideas
  6. Traditional animation workflow
  7. Pixar’s workflow
  8. You don’t see the complexity, all you see is a beautiful story
  9. “I realized the most exciting thing I had ever done was to help create the unique environment that allowed that film to be made.” -  Ed Catmull, Pixar Co-Founder & CEO
  10. “TO PRESERVE THE OF FORCES NECESSARY TO CREATE “   confluence magic.   Ed’s new mission?
  11. Work used to be simple
  12. “IT WAS IT HAD CLEAR “ tangible,   edges.   @KERRY_ANNE  
  13. Silos were a-okay
  14. http://cdn2.business2community.com/wp-content/uploads/2015/01/back-to-the-future-part-ii-original.jpg Flash forward to today
  15. We expect so much of our lives to be online
  16. “Everything is content. Content is what the user needs or wants right now.” -  Jared Spool
  17. Content is at the heart of everything we design
  18. 2001 called, it wants its workflow back
  19. http://cdn.softlayer.com/innerlayer/IBM370.png And yet here we are...
  20. Still disconnected
  21. HTML wireframes! Atomic design! Adaptive content! Style tiles!
  22. “Until we got stuck.” PROTOTYPING YOUR WORKFLOW
  23. “Meeting the demands of a multi-device web is less a problem of technique, and more one of communication.” - Mark Llobrera
  24. Finding our way forward MAKING NEXT-LEVEL COLLABORATION POSSIBLE
  25. The whole is greater than the sum of its parts
  26. The value of effective collaboration Create alignment Remove politics Reduce rework Boost morale Create alignment = deliver better outcomes Remove politics = launch faster Reduce rework = decrease costs Boost morale = increase productivity @REBEKAHCANCINO
  27. Latching on to someone else’s process or finding the next shiny tool that will save the day. It’s not about... @REBEKAHCANCINO
  28. IT’S ABOUT CREATING THE ENVIRONMENT FOR OUR OWN PROCESS TO emerge.   @REBEKAHCANCINO
  29. How can we set the stage for our own magic?
  30. An unspoken prerequisite: WITHOUT OPENNESS, WE CAN’T HAVE EFFECTIVE COLLABORATION.
  31. A CULTURE OF OPENNESS ISN’T IT TAKES AND automatic,   practice intention. @REBEKAHCANCINO
  32. Content strategists are natural connecters
  33. CONTENT STRATEGY ISN’T A SPORT.solo   @REBEKAHCANCINO
  34. Open by design
  35. What’s inside a culture of openness?
  36. Personal openness IT ALL STARTS WITH ME
  37. Exponential openness Outward openness Active openness Personal openness
  38. An open mindset and personal belief system grounded in humility, equality, and respect for fellow collaborators. This personal lens of openness defines how you see everything else.
  39. http://rlv.zcache.com/neon_open_sign_framed_in_a_heart_shape_in_a_wind_postcard- r921910cb3db84ba9992f161fd2a5b51c_vgbaq_8byvr_1024.jpg Being open to the ideas of others lets others know we’re down to collaborate
  40. FAUCET FUNNEL Suspend judgment Go for quantity YES, and… Embrace the unusual Let go of ego Accentuate the positive Think strategically Align to goals/objectives Check for feasibility Avoid default decisions First faucet, then funnel
  41. Know what you don’t know, asking questions creates opportunity
  42. Know what you don’t know, asking questions creates opportunity
  43. “Humility is a critical strength for leaders and organizations possessing it, and a dangerous weakness for those lacking it.” - Dusya Vera Ph.D., Strategic Virtues: Humility as a Source of Competitive Advantage
  44. Because science
  45. Personal opennessIS A MINDSET THAT DRIVES EVERYTHING ELSE. IT THAT YOU’RE TO COLLABORATE.willing signals @REBEKAHCANCINO
  46. feelPEOPLE NEED TO THAT YOU ARE OPEN BEFORE THEY CAN WITH YOU.collaborate @REBEKAHCANCINO
  47. Personal openness looks like... BEING OPEN TO THE IDEAS OF OTHERS.
  48. Personal openness looks like... KNOWING WHEN WE DON’T KNOW SOMETHING (AND BEING COOL WITH IT).
  49. Personal openness looks like... ASKING LOTS OF QUESTIONS.
  50. Personal openness looks like... RESPECTING THE SKILLS, STRENGTHS, AND HUMANITY OF OUR TEAMMATES.
  51. 3 easy ways to practice 1) Include someone you normally wouldn’t in your next project meeting, someone who would add value but that you don’t always agree with or think of first. 2) Suspend judgment when hearing new ideas, build in time to think freely before narrowing down options as a team. 3) Next time something comes up that you don’t understand, ask about it (instead of Googling or pretending that you know).  
  52. Active openness PUTTING PERSONAL OPENNESS TO GOOD USE
  53. Personal openness Exponential openness Outward openness Active openness
  54. Active openness is putting personal openness to good use. It’s when we channel our open mindset into courage, curiosity, and concern for the whole outcome.
  55. “Content doesn’t belong to content. Design doesn’t belong to design. Code doesn’t belong to dev.” - Nicole Fenton
  56. Just jumping in helps you add value where it counts
  57. This is Chris@CHRIS_CORAK Director of Search Strategy at Sitewire
  58. “I THINK ONE THING THAT I TRY TO BE REALLY CONSCIOUS OF IS PROBABLY TONE.” transcribed from an interview
  59. “AND JUST, I DON’T KNOW. THERE’S COOL WAYS TO SAY THINGS, AND DEFINITELY WAYS TO SAY THINGS THAT FEEL ACCUSATORY OR NEGATIVE.” transcribed from an interview
  60. “I THINK, A LOT OF IN THE WAY YOU SAY SOMETHING COULD MAKE SOMEBODY EVEN RECEPTIVE TO LISTENING TO YOU (AND ACTUALLY HEARING YOU).” transcribed from an interview
  61. “MAYBE A GOOD WAY TO GET PEOPLE TO LISTEN TO YOU IS TO TRY TO BRING FACTS TO THE TABLE.” transcribed from an interview
  62. “IF YOU HAVE DATA TO BACK UP SOMETHING YOU’RE TRYING TO TALK ABOUT, IT’S DEFINITELY MUCH EASIER TO, I THINK, GET PEOPLE TO LISTEN TO YOU.” transcribed from an interview
  63. “EVEN IF I HAVE A HUNCH ABOUT SOMETHING…” transcribed from an interview
  64. “IF I CAN HELP PROVE IT, THEN I FEEL LIKE MY IDEA IS RECEPTIVE FAR MORE OFTEN (THAN IF IT JUST SOUNDED LIKE A THOUGHT THAT DIDN’T HAVE MUCH TO IT).” transcribed from an interview
  65. IDEA METRICS PEOPLE GOALS BUSINESS CASE
  66. METRICS PEOPLE GOALS Approach value and benefits Supporting facts and data Players involved and their role Business goals and user needs met Building your business case IDEA
  67. trust Building a business case for collaboration builds and uncovers hidden .potential @REBEKAHCANCINO
  68. Meet Nicole@NICOLESLAW Co-Author of Nicely Said
  69. “BUT I THINK THAT INTERFACE WRITING IS CODE. IT’S CODE FOR PEOPLE, IT’S CODE FOR READERS.” transcribed from an interview
  70. “IT’S LIKE… ‘I’M DOING THIS STEP, WHAT AM I SUPPOSED TO DO NEXT?’ - A USER” transcribed from an interview
  71. “YOU KNOW? AND THAT’S A VERY LIKE, PROGRAMMATIC WAY OF DEALING WITH SOMETHING.” transcribed from an interview
  72. “LIKE IF YOU’RE GOING THROUGH A CHECKOUT FLOW, AND YOU HAVE QUESTIONS, OR SOMETHING HAPPENS…” transcribed from an interview
  73. “AN INTERFACE WRITER HAS TO THINK OF IT ALMOST LIKE A PROGRAMMER.” transcribed from an interview
  74. Broad knowledge, deep expertise
  75. Context builds greater understanding
  76. Active opennessIS THE EVIDENCE OF BEING AN OPEN PERSON—IT’S WHEN YOU PUT YOUR OPEN MINDSET TO @REBEKAHCANCINO good use.
  77. Active openness looks like... @REBEKAHCANCINO CHOOSING OUTCOMES OVER EGO.
  78. Active openness looks like... @REBEKAHCANCINO JUST JUMPING IN WHERE WE CAN HELP AND ADD VALUE (IN A HUMBLE WAY).
  79. Active openness looks like... @REBEKAHCANCINO UNDERSTANDING THE WHOLE EXPERIENCE AND LEARNING ABOUT OTHER DISCIPLINES.
  80. 3 easy ways to practice 1)  Talk to (or shadow) people in other disciplines who are working on the same thing as you. Ask about their process, challenges, and workflow. 2)  Build a business case for collaboration. Find ways to communicate the value of what your idea will add to the process. Saved time? Less rework? 3)  Read articles from other disciplines that complement or overlap with your work. Follow a diverse set of people on Twitter.   @REBEKAHCANCINO
  81. Outward openness PRACTICING EMPATHY FOR OTHERS
  82. Personal openness Active openness Exponential openness Outward openness
  83. Outward openness is an exercise in empathy. It’s when we work to understand the needs of those we are designing for, and create solutions that are right for their context.
  84. BUSINESS GOALS CUSTOMER NEEDS Find balance
  85. THINKING DOINGFEELING Start with context @danieleizans
  86. Map the user’s context
  87. Listen for pain points and latent needs
  88. Formulate a problem statement, together
  89. USER + NEED + INSIGHT An anxious mother sending a grad gift To feel good about her gift choice Once she sends the berries she worries about if her niece will be there to receive it, will they spoil? First, uncover insight
  90. We believe that ___________ has ________________ and that ______________may solve this problem by ____________________ and _____________________. We will know we have succeeded when ___________________and/or ____________________ reaches ___________________. (USER) (PROBLEM) (THIS SOLUTION) (THIS ASPECT) (THAT ASPECT) (QUANTATIVE MEASURE) (QUALITATIVE MEASURE) (THIS LEVEL) @kevinhoffman
  91. Share insights with the team
  92. @AURASELTZER Designer at Happy Cog This is Aura Seltzer
  93. “SO, IF YOU’RE A DESIGNER, CHANCES ARE, AND THIS IS AN ASSUMPTION I’LL MAKE BUT IT’S PROBABLY TRUE…” transcribed from an interview
  94. “YOU ARE A SOMEWHAT CONTROLLING PERSON WHEN IT COMES TO WHAT YOU’RE CREATING.” transcribed from an interview
  95. “AND I THINK WHAT SETS YOUR CLIENT UP FOR SUCCESS, IS FOR WHAT YOU’RE TRYING TO CONTROL SO DEEPLY…” transcribed from an interview
  96. “TO ACTUALLY LIKE, TAKE INTO ACCOUNT THAT EXTRA VARIABLE (CONTENT), RIGHT?” transcribed from an interview
  97. “AND ONE OF THE BIGGEST TESTAMENTS TO THE SUCCESS OF A SITE IS…” transcribed from an interview
  98. “ONCE THE CLIENT PUTS ALL THEIR CONTENT IN, DOES THE DESIGN SYSTEM THAT YOU BUILT STILL FUNCTION THE WAY YOU INTENDED?” transcribed from an interview
  99. “THAT’S TWO-FOLD, THAT HAS TO DO WITH: DID YOU BUILD A SYSTEM THAT HAS ENOUGH FOR THEIR NEEDS?” transcribed from an interview
  100. “AND THEN ALSO THERE’S EDUCATION PART. DID YOU TEACH THE CLIENT WHAT TO USE WHERE, AND WHAT EACH PIECE IS FOR?” transcribed from an interview
  101. “SO, I THINK THE SOONER YOU OPEN YOURSELF UP TO NEEDING TO ACCOUNT FOR THOSE THINGS…” transcribed from an interview
  102. “(RATHER THAN TRYING TO LIKE, JAM A SQUARE INTO A CIRCLE COOKIE CUTTER)” transcribed from an interview
  103. “I THINK YOU’LL BE HAPPIER ONCE YOUR SITE’S LAUNCHED.” transcribed from an interview
  104. BUSINESS GOALS CUSTOMER NEEDS So take it a step further INTERNAL NEEDS
  105. Outward opennessIS AN EXERCISE IN . IT’S WHEN WE PUT OUR AGENDA ASIDE AND DO WHAT’S RIGHT FOR OUR USERS. @REBEKAHCANCINO empathy
  106. Outward openness looks like... @REBEKAHCANCINO BALANCING BUSINESS GOALS WITH USER NEEDS.
  107. Outward openness looks like... @REBEKAHCANCINO DOING USER RESEARCH AS A TEAM (AND ACTUALLY TALKING TO REAL USERS, TOO).
  108. Outward openness looks like... @REBEKAHCANCINO CONSIDERING THE NEEDS OF INTERNAL TEAMS AND SETTING THEM UP FOR LONG-TERM SUCCESS.
  109. Outward openness looks like... @REBEKAHCANCINO KILLING YOUR DARLINGS IN SERVICE OF THE GREATER GOOD.
  110. 3 easy ways to practice 1)  Do research as a team. Try walking through the user’s context with an empathy map before discussing solutions. 2)  Talk to the people you’re making things for to discover latent needs (internal users count, too). Consider inviting your users to co-design with you. 3)  Take your best idea off the table. Let go of preconceived ideas of what will work best, work out a user-centered solution with your team. @REBEKAHCANCINO
  111. Exponential openness POSSIBILITIES THAT WEREN’T THERE BEFORE
  112. Personal openness Active openness Outward openness Exponential openness
  113. Exponential openness happens when cross- discipline teams come together to co-create something greater than any one person could on their own. This is where the benefits of collaboration increase rapidly.
  114. Hey, Joe! @WORKJOESTEWART Designer at Work & Co for Virgin America
  115. “FOR THE VIRGIN PROJECT THERE WERE TWO LEAD DESIGNERS.” transcribed from an interview
  116. “ME, WITH MY BACKGROUND IN GRAPHIC DESIGN. AND THIS OTHER GUY, FELIPE MEMORIA, WHOSE BACKGROUND WAS IN SORT OF MORE TRADITIONAL UX.” transcribed from an interview
  117. “AND SO, WE STARTED DOING THE CONCEPT WORK TOGETHER.” transcribed from an interview
  118. “Just sitting in the same room, next to each other.”
  119. “AND YOU KNOW, USUALLY WE’D START TALKING ABOUT IT AFTER WE’D DO A LITTLE BIT OF…” transcribed from an interview
  120. “USER RESEARCH ✓ CLIENT INTERVIEWS ✓ AND THEN DISCUSS OUR OWN FINDINGS ✓” transcribed from an interview
  121. “WE DRAW A LOT TOGETHER, LIKE MOST OF THE TIME WHAT WE’RE DOING IS DRAWING REALLY LOOSE WIREFRAMES TOGETHER.” transcribed from an interview
  122. Wow, much drawing. Very UX.
  123. “AND THAT PART OF CO-DESIGNING WAS A REALLY BIG THING.” transcribed from an interview
  124. MAKE SURE INVITED. everyone’s  
  125. ALL THE DIFFERENT PEOPLE WHO UNDERSTAND ALL THE DIFFERENT PARTS OF WHAT’S GOING TO MAKE A PROJECT SUCCESSFUL.
  126. DESIGN AND DEVS UX PEEPS CONTENT STRATEGISTS STAKEHOLDERS (USERS, TOO) PRODUCT MANAGERS CREATIVE DIRECTORS and more!  
  127. “Part of why we’re actually able to undertake such a big process so successfully is that we didn’t have a wall that we tossed things back and forth over. It was really very tight feedback loops. Very collaborative.” - Dean Cookson, VP CIO Virgin America
  128. BUSINESS GOALS AND OBJECTIVES Prioritized, measurable goals, objectives and sub-objectives. USER TASKS Real, researched and prioritized user tasks. Before designing together, you need:
  129. Then you could, for example... 1)Define user information needs and tasks
  130. 2) Prioritize user flow and content hierarchy
  131. 3) Align to internal goals, look for gaps
  132. 4) Map to layout and discuss functionality and interactions
  133. Exponential opennessIS WHEN WE COME TOGETHER IN A PRODUCTIVE WAY TO CREATE SOMETHING THAN ANY ONE OF US COULD ON OUR OWN. @REBEKAHCANCINO greater
  134. Exponential openness looks like... @REBEKAHCANCINO CO-DESIGNING SOLUTIONS WITH YOUR STAKEHOLDERS AND USERS.
  135. Exponential openness looks like... @REBEKAHCANCINO GETTING ALL THE RIGHT PEOPLE IN THE ROOM.
  136. Exponential openness looks like... @REBEKAHCANCINO DOING THE WORK TOGETHER, INSTEAD OF JUST TALKING ABOUT THE WORK.
  137. 3 ways to encourage exponential openness @REBEKAHCANCINO 1)  Design a meeting differently. Start with goals in mind, try group work and games to elicit the outcomes you need. 2)  Get executives involved. Find out who the final decision makers are and invite them to the design process early. (Clearly communicate the benefit of them being there.) 3)  Team up, and don’t make decisions in a vacuum. Join forces with your stakeholders, teammates, and users.
  138. And so... JUST TO WRAP THINGS UP
  139. COLLABORATION AND CO-DESIGN ARE TO BUILDING THE INTERCONNECTED EXPERIENCES OF THE  future. essential @REBEKAHCANCINO
  140. A CULTURE OF SETS THE STAGE FOR SUCCESSFUL AND . openness collaboration co-creation @REBEKAHCANCINO
  141. 1)  PERSONAL OPENNESS: be humble 2)  ACTIVE OPENNESS: just jump in 3)  OUTWARD OPENNESS: start with heart 4)  EXPONENTIAL OPENNESS: join forces Ways to champion openness @REBEKAHCANCINO
  142. Let’s do this
  143. togetherly.co sitewire.com @REBEKAHCANCINO Thanks, y’all!

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