User Centric Brand Design - Ric Holland

Ric Holland LAMP Mentor 20th August 2005

Ric HollandExtreme iMediawww.extreme.com.au

Ric Holland LAMP Mentor 20th August 2005

Practical tips for connecting the creative ‘Vision’ with apragmatic approach to IT Development.

What can appear as a simple and obvious idea for engagingand retaining an audience can often require a deep technicalsolution. So how do you translate ideas into practical andachievable technical solutions?

Ric Holland LAMP Mentor 20th August 2005

Audience Centric Design

Creative Brief or JRD (Joint Requirements Definition).Executive Summary, Project Objectives, BusinessObjectives (Business Model), Key Strategic Components,Target Audience, Project Mandatories, Description & Scope,the User Experience & Branding requirements, Content &Functional Requirements, Security & TechnicalConsiderations (eg. Log on, CMS Content ManagementSystem, Database legacy, Specific Platforms, etc.), ProjectSchedule & Budget.

Ric Holland LAMP Mentor 20th August 2005

Ric Holland LAMP Mentor 20th August 2005

Audience Centric Design

In conjunction with this process, analysis of the ITArchitecture Requirements with the software developershould be conducted.

Ric Holland LAMP Mentor 20th August 2005

Audience Centric Design

In a technical brainstorming session with creative andtechnical people present try to think laterally and work nonlinear to maintain plurality of viewpoint.

Ric Holland LAMP Mentor 20th August 2005

Audience Centric Design

Capture everything ‘good and bad’ since it is not forpresentation then categorise appropriately.

Ric Holland LAMP Mentor 20th August 2005

Audience Centric Design

Maintain Freedom to focus on relevance. (Theoretically buildthe world that the project will exist in and maintain internalconsistency from all points of view)

Ric Holland LAMP Mentor 20th August 2005

Audience Centric Design

Identify multiple objectives and prioritise. (key milestonesand/or phased implementation)

Ric Holland LAMP Mentor 20th August 2005

Audience Centric Design

Define big picture in point form with general ‘top down’coverage in total. Eg. Concepts, Categories, ExistingProducts/Examples, Priorities.

Ric Holland LAMP Mentor 20th August 2005

Audience Centric Design

When documenting try not to be too general but also not toospecific. (Summarise or Omit detail)

Ric Holland LAMP Mentor 20th August 2005

Audience Centric Design

Do a clean sheet revision containing a comprehensive viewon one page.

Ric Holland LAMP Mentor 20th August 2005

Audience Centric Design

Produce SOW (Scope of Work doc.) and time resourceallocation.

Ric Holland LAMP Mentor 20th August 2005

Audience Centric Design

Visualise the technical model so that everyone canunderstand it.

Ric Holland LAMP Mentor 20th August 2005

Audience Centric Design

Build proof of concept model and test with audiencesegments.

Ric Holland LAMP Mentor 20th August 2005

Ric HollandExtreme iMediawww.extreme.com.au