Category: Design

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Business Design Self

Opening kickoff

Working as a web designer is an amazing job – I’m fortunate to get paid to create art and digital experiences. But as I’m often reminded by Mike Monteiro’s book, “Design is a Job,” there is more to web design than bits and bytes.

A designer’s work starts way before a single pixel gets placed and ends way after the last one is locked in place. You may not take the lead in every, or even any part of the process; throughout your career you’ll work on small teams, big teams, and sometimes alone. But even when you don’t own a particular process, make sure to (respectfully) insert yourself. The more you know, the better your work will be. And don’t wait to be asked.

As Monteiro mentions, much of the work on a web site comes before any research, site maps, UI, or layouts have been created or developed. The groundwork begins in the kickoff meeting, when designers like myself gather intel, discuss and big ideas, and perhaps most importantly, ground rules.

Learning from mistakes

I’ve been a part of two recent web site projects that at some point have gone awry. And independent of the site’s appearance or success, part of my job entails keeping my clients happy. From these recent experiences, I’ve amended my list of important things to share in a kickoff meeting. It’s critical to discuss these items before moving forward – at some point, it could save the project, a client relationship, or even your job.

  1. Bugs. There will be bugs. Things will go wrong. Make sure the client understands that at some point, there will be a mistake that needs attention.
  2. The medium. Web design is fluid, not linear. Alterations must be made on-the-fly and may unexpectedly alter the timeline and project plan.
  3. Testing. Even the smallest tweaks require testing in order to confirm proper performance. If a client is reviewing a page during a certain period of time, they may see something that won’t make the final cut for site launch. Remind them this is bound to happen as testing is constant.
  4. Integration. At some point, all web sites will require an integration or partnership with another tool or plug-in. These integrations can cause unexpected issues and often require troubleshooting. Patience is critical.
  5. Focus. If the client needs time to develop new content or messaging, give them ample time to invest. Similarly, communicate that design and development is time-consuming and works best when the creative team can focus on a specific task.

Accounts or no accounts

At many agencies, direct communication from the designer may stop at the kickoff meeting (or perhaps never happen). But even when a designer doesn’t have direct access to a client, ground rules must be established. It is the responsibility of the designer to communicate to whomever speaks with the client.

Time invested with a client during the crucial kickoff meeting effects the rest of the project and relationship. If you’re a designer, do everything in your power to get a seat at the table. It will make your experience – and more importantly, your client’s experience – comfortable and successful.

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Design Self Strategy

Focus is happiness – what I learned from Ikea

Ikea prides itself on “functional home furnishing products,” building a massive business and in-store experience in the United States since 1985. Some of its most successful products include storage systems that organize anything from office supplies to baby clothes into well-designed compartments, buckets, and racks.

But here’s the thing about well-conceived storage: you get the most ROI on your purchase when you need to organize and store many items. As useful as it may be, Ikea storage works at its highest capacity when its products are full or near-full.

Humans are different. We work best when there’s less storage, less clutter, and less stuff. Humans operate better when they focus.

Daddy issues

Since becoming a father less than a year ago, I’ve needed my share of Ikea storage to contain the explosion of toys that litter my living room. More significantly, I’ve certainly struggled with time management and focus.

Focus goes a long way in parenthood, too. Time spent with my daughter – when my responsibilities are solely to love and nurture her – results in her improved motor skills and increased smiles.

Similarly, when I spend time writing or designing at home, my best work is done when my wife is spending her quality time with our daughter. This allows me to concentrate on a single task for maximum output – even for a short period of time. No email, phone calls, or web surfing allowed. And, as delightful as it could be, no parenting interruptions.

Do what you love

Through my struggles with time management, I’ve learned that focus can be applied to big-picture thinking in addition to small, task-oriented activities. Rian van der Merwe, an expert in sociology and technology, explains the value of building a platform statement as a guiding proclamation. My first draft looks like this:

“I build digital experiences using art, design, and simplicity.”

If ever I’m off-track in my thinking or creating, I go back to my platform. It helps get rid of the clutter and doesn’t require any Swedish storage. The platform will change over the years, but the purpose won’t: to guide and focus my work beyond my current challenge, life situation, or job.

Rian sums it up best when he ditches old goals and moves on to new, focused ones:

“Just like we’ve moved on from the idea that the big office is a big deal, we have to let go of the idea that a big enough title is equal to a successful career. Much more important is that we figure out what it is that we want to spend our time and attention on — and then working at our craft to make that our platform.”

Encountering purpose

Now I’ve not only brought more focus into my life, but it’s slowly becoming a purpose – the reason for my life’s work. The platform helps push away the clutter and provide a clear path for success and happiness. From this, I learn to nurture not just my offspring, but my daily work. In Karen McGrane’s uniquely-titled post on A List Apart, she closes with a bit of advice in “Give a crap. Don’t give a f*ck:”

“Care deeply about your personal values and live them fully in this world. Don’t get caught up in worrying about other people’s checklists to tell you what good work means to you.”

In short, I concentrate on my values, goals, and work and what it means to me. I can see how this will result in better work, as well as increased success and happiness.

Just do it

So I’ve scheduled time, have a platform statement, and purpose for my work. How do I actually accomplish something? Now I arrive at commitment and concentration.

Christopher Penn, Vice President of Shift Communications, recently shared his thoughts in “How I get more stuff done:”

“Today, I manage almost exclusively by my calendar. I block off time for each task that needs doing, and during those times, I do those things and nothing else. Client work gets repeating windows as needed, and everything else gets time as needed. The secret is this: during those time periods, one and only one thing gets attention, nothing else.”

The big change here is in the workflow – Penn doesn’t allow his email to guide his day, but his calendar. During key time blocks, Penn’s attention and focus reside with one task which he is able to accomplish through commitment and concentration.

Chris Brogan, CEO & President of Human Business Works, shares a similar example to folks who need to get more done:

“Shutting out the craziness of other people’s lives for a while will empower my own choices. Knowing what matters to me and my day and also to those who I serve is a great first set of instructions to consider.”

The craziness that Brogan speaks of is that daily clutter – nonsensical and empty posts on social media, an unimportant clip on YouTube, or a pesky email clamoring for immediate help.

Get happy

Through understanding, planning, purpose, and commitment, we can all better focus and become more productive – and happier – human beings. By removing the junk from our lives, we don’t require all that Ikea storage – as beautiful as it is – to guide our purpose, values, and goals.

Clear your stuff, book some time, and crush your work. Your smile will thank you.

Categories
Design Measurement Technology

Ain’t nobody fresher than my click

“If you’re constantly tweaking and tailoring your website for natural search success, doesn’t it also stand to reason that this diminished focus on your website’s users creates an environment that isn’t enjoyable or interesting for real people?”

That’s a great quote. And although the author, Sujan Patel, goes on to argue that good SEO can also make for good user experience, he misses out when discussing the true importance of a web site: design. In fact, the word “design” isn’t used in his post at all.

Google domination

Google Search completed transformed the web site landscape several years ago in that it manipulated web sites to accomplish certain tasks in order to more likely appear at the top of a search string. These tasks include appropriate use of:

  • keywords, site descriptions, and meta data,
  • amount of content, and
  • uniqueness of content, amongst other factors.

Sites quickly learned that the way to appear high in organic search was to follow the Google Search commandments… or perhaps no one would find your site! Gasp!

With a heightened importance on search combined with analytics, data became an increasingly popular way in which to build – or dare I say, design – your site.

Balance

Over the past several years, the building and developing of web sites has been unbalanced – too high of a concentration on proper code and SEO and not enough on design and creativity.

It’s design, not SEO, that:

  • delivers stories and content in a visually-striking manner,
  • creates an engaging digital experience,
  • requires a deep, human interaction from the viewer, and
  • makes the world a more beautiful place.

Critical to user experience is design – in fact, it’s the most important part.

Trends are cyclical

Like anything else, trends tend to work in cycles. Towards the beginning of the commercial internet, amazing things were built with great design. Over the past few years, the data and measurement revolution changed that.

But I believe we are seeing a movement back towards the necessity of artistic design as the key factor in user experience and the building of web sites. Digital news consumption and the minimalist aesthetic result in sites embracing the beauty of white space and legibility. Mobile sites and apps require a simple, pleasing design in order to succeed. And the rise of the designer/developer is helping to put design at the forefront.

And that, as Panel says, is “enjoyable and interesting for real people.” In short, it’s a beautiful thing.

Categories
Culture Design

The Design of Voting

Voting is difficult

From the HB Blog

We can fly a man to the moon, but we can’t design an effective ballot. What gives?

It’s amazing to know that we, as American citizens, cast votes to elect our officials; however, it’s equally disappointing when your experience at the polls is nothing short of confusing.

Earlier today, I cast my vote at my local polling place. Having done this for several elections, a few things stuck out:

  • many voters didn’t know what precinct was theirs,
  • others were unfamiliar with the voting process, and, most importantly,
  • the ballot appeared to be designed by a third-grader.

And “designed” is used generously. Shouldn’t this be simpler?

Fundamentals

Ballots should be designed for two things:

  • Legibility: Know your audience and assume that voters will have a difficult time reading small or light type. Typefaces matter!
  • Ease-of-use: The last thing a voter should be when reading a ballot is confused. Keep the design as simple as possible while still communicating key information.

That’s it. A legible, easily understood ballot will make for a much better polling experience – which should be more a celebration than a frustrating nuisance!

How do we guarantee this result? A few design enhancements can go a long way.

Embrace space

First, we must separate key blocks of information. The federal election, state election, and local races and questions should all be given ample white space in between each other. Similarly, each candidate should be clearly marked and given air to breathe. Cramming several candidates into less space may save paper, but doesn’t provide a satisfying experience to the voting public.

Simple instructions

Work under the assumption that this will be everyone’s first vote. Perhaps the presidential area of the ballot comes with a line of text reading, “Vote for one of the following presidential candidates. If you vote for more than one, your vote will not count.”

For local elections (perhaps state representatives), ballots might read, “Vote for one of the following state representatives. State representatives work for the Commonwealth of Massachusetts and represent districts across the state.”

This seems overly simple, but can help voters feel more confident about their voting responsibility.

Sizing

My ballot used similarly-sized type for the entire document. There was no dominant element and all of the information held similar weight.

Altering the headline size on a ballot can make a huge difference. Each section (federal, state, local) should have its own heading, all of consistent size. The next level of information (the candidates’ names) should have a smaller type treatment. Finally, supporting information like a candidate’s party, address, or explanatory text for a question should have a tertiary treatment and size. The size and weight of type should work like a funnel or headline structure for a web page.

Civic importance

Just as it’s the responsibility of Americans to cast an educated vote, it’s just as important for local and state governing bodies to design a simpler voting process.

With so much cynicism surrounding the voting process, the experience must be made simpler and more enjoyable. Americans should feel empowered every four years, not frustrated and pressured.

In short: save the ballot and save our elections!

Categories
Content Marketing Design Measurement Social Media Strategy Technology

The vernaculars of man and machine in marketing

From UnPanel and MITX

Look out! The machines, robots, and automators won a few marketing battles over the lowly humans. These tools have even taken away income from marketers and agencies.

So how can mankind overcome? Or, more realistically, join forces for the ultimate marketing solution?

For starters, it helps to speak the language.

New business development: conversation vs conversion

Nothing feels better than earning a “win” for the agency. And for us humans, it all starts with a simple chat. We get a sense from an interested prospect that there may be a strong fit. Excellent!

Robots often see these interactions as conversions. An interested party visits a web site, does some research, and fills out a form with similar information from the human encounter. The robots have converted someone into data. Huzzah!  

User experience: collaboration vs user testing

Designing and developing a web site ain’t easy. It takes deep learning and discussion to determine the best answer to questions like, “where should this button go?” and “what should be the names of these pages?” In the web design (and marketing) world, it’s a team of individuals who can work together to determine the best solution.

The robots see things differently. They offer incredibly detailed insight through user testing. Products and strategies like eye-trackers and heat sensors yield robust data. Robots compile the findings and the intent is to do exactly as they say.

Content development: creative writing vs quality score

Writers are schooled to develop creative content by professors, instructors, and our own drive and intuition. This creativity helps guide the big picture in marketing campaigns – often a hook, tagline, or theme. It’s the key stepping stone in content development – a great idea.

Robots often see creativity through a quality score. Does this particular page of a web site gather lots of traffic – and more importantly, traffic that stays on the page? Well, it must have been creative, unique content.

Fight or unite?

So now what? The robots have taken some of our money, clients, and maybe a bit of our dignity. Which language should we speak? Do humans fight back or give up?

The honest truth: human marketers should employ robots, not fight them. It takes a great idea to start a campaign and great execution to let it shine. Simply put, only humans can come up with great ideas… but robots offer an amazing partnership when it comes to execution, guidance, and feedback.

Try not to look at the robots as impending doom. Rather, they’re the new breed of marketing sidekick. And that’s great news for us humans.