Digital Summit Dallas 2015 Pre-Conf Workshop Human Centered Design, Design Thinking, Agile, Mobile First, Lean. These tech methodologies have fueled our disruptive revolution. But ecosystem design is hard, and successful campaigns typically cross a wide section of “silos”. As digital marketers and strategists, our careers depend on facilitating and driving the vision to the rest of the team. The focus of this workshop is on understanding the current consumer and anticipating the consumer of the near future. Specifically, this session focuses on understanding a consumer who is empowered, participatory and discriminating and thinking about how they behave across platforms. By investigating the shift in the traditional Consumer Decision Journey, we will deconstruct successful integrated campaigns to establish a framework for creating our own. In this half day session you will: Understand the Profiles, Triggers, and Motivations of the Connected Shopper. Identify all relevant touch points in the Customer Decision Journey. Learn design thinking exercises to enable disruptive thinking. Leave with a ‘UX design vernacular’ to accurately communicate concerns. See a LIVE design audit (if we have any volunteers).

1. LousyA Digital Summit Dallas
Pre-Conference Workshop
UX STRATEGIES:
Lean & Mean

2. #DDSUM15

3. Hi. I’m
Michael Salamon.
I like stuff and things and junk and whatever.
@michaelsalamon
l
michaelsalamon
i
michael@wearelousy.com
m
Lousy

5. TODAY’S AGENDA

6. 1. BREAK STUFF DOWN

7. 2. BLOW STUFF UP

8. 3. KNOCK DOWN SILOS

9. 4. BLOW SOME MINDS

10. 5. MAKE SOME AWESOME STUFF

11. 6. HIGH FIVE AND GET OUT OF HERE

12. PART ONE
THE CONNECTED SHOPPER

14. ALWAYS ON

15. SHOWROOMING

16. BEST BUY’S FAKE WEBSITE

17. AMAZON.COM IRL

19. Market Statistics and Device Penetration
Global Mobile Statistics Report
http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats

20. Totally Sweet Stats, Brah!
“At the end of 2011 there were
6 Billion Mobile Subscriptions.
That is equivalent to 87% of the world population.
And is a huge increase from 5.4 billion in 2010
and 4.7 billion in 2009.“
–––––––––––
mobiThinking 2013 Global Mobile Statistics Report

21. Sequential vs. Simultaneous

22. MOBILE TRIGGERS
BORED Now
–––––––
REPETITIVE Now
–––––––
URGENT Now

23. Consumer Decision Journey

24. Accelerated Loyalty Model

25. Fanboy Mentality Model
Lousy

26. HOW CAN WE
BE SUCCESSFUL?

28. CASE STUDY NUMBER ONE

30. CASE STUDY NUMBER TWO

32. CASE STUDY NUMBER THREE

34. What’s the secret?

36. You are
NOT
alone.

37. EXERCISE ONE: FRIEND or FOE?

38. 15 Min Break
EMAIL TRIAGE BEGINS NOW

39. PART TWO
HOW TO LOOK

40. WHAT IS
ANYWAY?

43. What is
DESIGN?

44. Graphic Design
Interior Design
Sound Design
Mobile Design
Product Design
Service Design
Experience Design

61. More than the
sum of it’s parts…

62. Order
Variety Contrast
Balance
Tension
Scale
Texture?
Space
Shape
Light
ShadeColor
Symmetry

94. Man, that’s a lot of info.

95. EXERCISE TWO: DESIGN AUDIT

96. 15 Min Break
MAKE A BREAK FOR IT

97. PART THREE
LEAN & MEAN

98. What is
LEAN UX?

104. Credit Card
Credit Card
Credit Card
Credit Card

115. So, what is
LEAN UX?

117. CUSTOMER
RESEARCH
FANATICS

119. DESIGN SCHOOL

120. SOLUTION DRIVEN DESIGN

121. ANALYTIC DRIVEN DESIGN

125. LET’S GET PHYSICAL
EXERCISE THREE: GROUP WORK

126. 1. Dave Gray’s Empathy Mapping Exercise
2. Explore User Testing Methods
3. Customer or User Journey Mapping Exercise

127. ONE

129. TWO

130. VIDEO REMOVED
DUE TO SIZE LIMITS

131. THREE

144. Don’t make the logo bigger.
Lousy

146. “But you don’t have to take my word for it…”
Jakob Nielsen
Ten Usability Heuristics:
http://www.useit.com/papers/heuristic/heuristic_list.html
Heuristic Evaluation:
http://www.useit.com/papers/heuristic/heuristic_evaluation.html
Bill Buxton
Sketching User Experience Design
Donald Norman
The Design of Everyday Things
William Lidwell, Kritina Holden, Jill Butler
Universal Principles of Design
Robin Williams
The Non-Designer’s Design Book
Anthony Viviano
The Lean UX Manifesto: Principle-Driven Design
http://www.smashingmagazine.com/2014/01/lean-ux-manifesto-
principle-driven-design
Indi Young
Mental Modeling
Re-imagining the Design of Everyday Things
(SlideShare)
Stephen Few
Information Dashboard Design - The Effective
Visual Communication of Data
Rudolf Arnheim
To the Rescue of Art - Twenty-six Essays
Lindsay Moore and Austin Brown
Human Centered Design and the Intersection of
Physical and Digital Worlds:
http://www.slideshare.net/EveFife/humancentered-design-and-the-
intersection-of-the-physical-and-digital-worlds?from=ss_embed
Original Paul Rand video:
http://imaginaryforces.com/featured/3/415

147. ANY QUESTIONS?

148. KTHXBYE!
Enjoy the Digital Summit!
All images copyright of their respective holders. The entire lot has been stolen from the web and should not be implied as created work.
If it’s your awesome work let me know and I’ll be happy to credit you or remove it.
@michaelsalamon
michael@wearelousy.com