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The fifth class of a 15 week course in Information Architecture taught at Parsons, the New School for Design. Topics include: Putting the Why before the what and the what before the how. The relationship of goals, requirements and features. How to deal with needed research and data as a requirement.
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Class 5: Understanding
Goals & Requirements
Instructor: Abby Covert
Last Class we...
2
Last Class we...
• Introduced the topics ‘scope’ and ‘stake’
2
Last Class we...
• Introduced the topics ‘scope’ and ‘stake’• Discussed the impact of assumption based scoping
2
Last Class we...
• Introduced the topics ‘scope’ and ‘stake’• Discussed the impact of assumption based scoping• Discussed the needs of (stake)makers and stakeholders
2
Last Class we...
• Introduced the topics ‘scope’ and ‘stake’• Discussed the impact of assumption based scoping• Discussed the needs of (stake)makers and stakeholders • Learned about types of goals (directional and specific)
2
Last Class we...
• Introduced the topics ‘scope’ and ‘stake’• Discussed the impact of assumption based scoping• Discussed the needs of (stake)makers and stakeholders • Learned about types of goals (directional and specific)• Workshopped continuums to express our directional
goals for the semester
2
Last Class we...
• Introduced the topics ‘scope’ and ‘stake’• Discussed the impact of assumption based scoping• Discussed the needs of (stake)makers and stakeholders • Learned about types of goals (directional and specific)• Workshopped continuums to express our directional
goals for the semester• Assigned group homework that is due today!
2
Last Class we...
• Introduced the topics ‘scope’ and ‘stake’• Discussed the impact of assumption based scoping• Discussed the needs of (stake)makers and stakeholders • Learned about types of goals (directional and specific)• Workshopped continuums to express our directional
goals for the semester• Assigned group homework that is due today!• Assigned workshop prep homework individually around
specific goals, which we will use today
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Homework Share
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Homework Share
• Each team will have 5 minutes to present their continuums to the class.
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Pop Quiz:Attaching measurementto make specific goals
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Specific Goals should be S.M.A.R.T so you know if you are going in the right direction
q Specificq Measurableq Achievableq Relevantq Time bound
Finding the right measures
If you have a question about Examples to be looking at…
If something is effective Completion rates
Whether something is findable Speed to find
People’s Expectations Bounce Rates & Time on Site
Satisfaction Interviews, Surveys, Ask Sales and CSRs
Is enough Information provided? Are people clicking to further information consistently?
Are people using the path as designed? Click path data
(Courtesy of Richard Dalton)
Two Goal Mad Libs:
<Increase, Decrease or Establish> _______ by ____% over the next _______ as measured by ______.
<Increase, Decrease or Establish> _______ with <audience> over the next _______ as measured by ______.
Workshop AssignmentAttaching measurementto make specific goals
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Example: mapping Specific Goals to directional goals
– Establish an average time on site with our loyalty users of 2+ minutes (matching industry standards for news sites)
– Increase the likelihood of loyalty users to click on secondary materials from 10% to 20% through better content tagging and human curation
5 4 3 2 1 0 1 2 3 4 5Today
Measure Engagement
Measure Conversion
6 Month Goal
Workshop Time!
Spend the next 40 minutes sharing your specific measurable goals with your group. Put them in a google document.
Each must be:q Specificq Measurableq Achievableq Relevantq Time bound q & ladder up to a directional goal
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What time is it?
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What time is it?
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everything is complex
I intend to because I believe
facilitate understanding organize meaning, create clarity and establish truth
put the what before the how
make the unclear clear
information architect
understanding is always good but it is equally important to not understand
clarity is a prerequisite of truth
I am an
by: Abby Covert & Dan Klyn
architecture frames problems, design solves them
support goals, makers and users
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everything is complex
I intend to because I believe
facilitate understanding organize meaning, create clarity and establish truth
put the what before the how
make the unclear clear
information architect
understanding is always good but it is equally important to not understand
clarity is a prerequisite of truth
I am an
by: Abby Covert & Dan Klyn
architecture frames problems, design solves them
support goals, makers and users
What is the What
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What as an adverb is Used to indicate an estimate or approximation
What as a determiner means Asking for information specifying something
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What Are we doing?
Why we need Change?
Who to Consider?
When Are we Doing what?
How will we do this?
tools I use +questions I help
Answer
Stakeholder Interviews
Goal Setting Workshop
Wireframes and Prototypes
User Research Flow, Maps and RoadmapsScoping WorkshopCollaborative Design Session
Competitive ResearchHeuristic Evaluation
Persona Development
Existing User Research
User Segmentation Workshop Functional SpecificationsContent Inventory
Experience Brief
Touchpoint Mapping Workshop
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What Are we doing?
Why we need Change?
Who to Consider?
When Are we Doing what?
How will we do this?
tools I use +questions I help
Answer
Stakeholder Interviews
Goal Setting Workshop
Wireframes and Prototypes
User Research Flow, Maps and RoadmapsScoping WorkshopCollaborative Design Session
Competitive ResearchHeuristic Evaluation
Persona Development
Existing User Research
User Segmentation Workshop Functional SpecificationsContent Inventory
Experience Brief
Touchpoint Mapping Workshop
How is what different than how?
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What Are we doing?
Why we need Change?
Who to Consider?
When Are we Doing what?
How will we do this?
tools I use +questions I help
Answer
Stakeholder Interviews
Goal Setting Workshop
Wireframes and Prototypes
User Research Flow, Maps and RoadmapsScoping WorkshopCollaborative Design Session
Competitive ResearchHeuristic Evaluation
Persona Development
Existing User Research
User Segmentation Workshop Functional SpecificationsContent Inventory
Experience Brief
Touchpoint Mapping Workshop
17
What Are we doing?
Why we need Change?
Who to Consider?
When Are we Doing what?
How will we do this?
tools I use +questions I help
Answer
Stakeholder Interviews
Goal Setting Workshop
Wireframes and Prototypes
User Research Flow, Maps and RoadmapsScoping WorkshopCollaborative Design Session
Competitive ResearchHeuristic Evaluation
Persona Development
Existing User Research
User Segmentation Workshop Functional SpecificationsContent Inventory
Experience Brief
Touchpoint Mapping Workshop
18
Why =For what reason
or purpose
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What =An approximation for information
specifying something
Why =For what reason
or purpose
How =In what way or manner or by what means
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What =An approximation for information
specifying something
Why =For what reason
or purpose
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WhyBecause someone else has taken over our
brand on social media
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WhatWe need a launch strategy for fall
2010 that builds a strong baseline fan base on social media. Our target is
moms and we know there is the potential for millions based on other
brands.
WhyBecause someone else has taken over our
brand on social media
How
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WhatWe need a launch strategy for fall
2010 that builds a strong baseline fan base on social media. Our target is
moms and we know there is the potential for millions based on other
brands.
WhyBecause someone else has taken over our
brand on social media
How
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WhatWe need a launch strategy for fall
2010 that builds a strong baseline fan base on social media. Our target is
moms and we know there is the potential for millions based on other
brands.
WhyBecause someone else has taken over our
brand on social media
A photo sharing FB application
focused on spreading happy
pictures
How
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WhatWe need a launch strategy for fall
2010 that builds a strong baseline fan base on social media. Our target is
moms and we know there is the potential for millions based on other
brands.
WhyBecause someone else has taken over our
brand on social media
A photo sharing FB application
focused on spreading happy
pictures
A t-shirt giveaway mechanism
How
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WhatWe need a launch strategy for fall
2010 that builds a strong baseline fan base on social media. Our target is
moms and we know there is the potential for millions based on other
brands.
WhyBecause someone else has taken over our
brand on social media
A photo sharing FB application
focused on spreading happy
pictures
A t-shirt giveaway mechanism
A bot that detects non-faces and
flags them for moderation
How
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WhatWe need a launch strategy for fall
2010 that builds a strong baseline fan base on social media. Our target is
moms and we know there is the potential for millions based on other
brands.
WhyBecause someone else has taken over our
brand on social media
A photo sharing FB application
focused on spreading happy
pictures
A t-shirt giveaway mechanism
A bot that detects non-faces and
flags them for moderation
Full Package redesign
focused on “happy”
How
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WhatWe need a launch strategy for fall
2010 that builds a strong baseline fan base on social media. Our target is
moms and we know there is the potential for millions based on other
brands.
WhyBecause someone else has taken over our
brand on social media
A photo sharing FB application
focused on spreading happy
pictures
A t-shirt giveaway mechanism
A bot that detects non-faces and
flags them for moderation
A TV Commercial
mentioning the social media
links
Full Package redesign
focused on “happy”
when what is before why
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Everyone feels a loss of satisfaction
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User satisfaction
Everyone feels a loss of satisfaction
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User satisfaction
StakeholderSatisfaction
Everyone feels a loss of satisfaction
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User satisfaction
StakeholderSatisfaction
MAKER Satisfaction
Everyone feels a loss of satisfaction
when how is before what
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Spray-n-Pray
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A simple way to think about
Why, What & How
in the right order
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Goal Vs.
Requirement vs.
Feature
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Goal
(Defines Why)An aim or desired result
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Goal
(Defines Why)An aim or desired result
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Goal
RequirementRequirement (Defines what) A thing that is needed or wanted, or compulsory
(Defines Why)An aim or desired result
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Goal
Feature Feature
Feature Feature
Feature Feature
Feature Feature
Feature Feature
Feature Feature
Feature Feature
Feature Feature
(Defines how)A distinctive attribute or aspect of something
RequirementRequirement (Defines what) A thing that is needed or wanted, or compulsory
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Goal
(Defines Why)Take back social media for brand
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Goal
(Defines Why)Take back social media for brand
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Goal
RequirementRequirement (Defines what) A social media launch strategy
(Defines Why)Take back social media for brand
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Goal
Feature Feature
Feature Feature
Feature Feature
Feature Feature
Feature Feature
Feature Feature
Feature Feature
Feature Feature
(Defines how)A facebook application
RequirementRequirement (Defines what) A social media launch strategy
The many faces of a requirement:
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• Potential New stuff/processes that could help to reach goals
• Existing stuff/processes that will need to be taken care of or changed to reach goals
• Communication efforts needed to support goals
• Research that is still needed
• Data that is still needed
Example Requirements
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• Potential New stuff/processes: A custom facebook app with Moderation team to manage the flow of entries. A giveaway mechanism with a randomizer. A TV commercial. A Magazine ad.
• Existing stuff/processes: Redesign of packaging and corporate site structure to accommodate social media initiative.
• Communication efforts: Press release on the effort to increase awareness. Media buy for new TV spot and Magazine ads. Social media team to respond to user comments.
• Research: How to get non-faces rejected? What kind of apps did “Moms” enjoy and respond to?
• Data: baseline on # of social media followers of like (but not competitive) brands
Homework
• As a group: Document requirements for meeting your goals. – What is potential new stuff?– What is the old stuff? How must it be changed?– What will need to be communicated?– What research is still needed? – What data is still needed?
• Please submit your group homework by 6 PM Monday October 15 via email
• Each of you should additionally come to the next class with a list of 20 (yes, 20) feature ideas based on your requirements.
• (Note: it may be best to designate areas for each group member to explore, it will save you time in the next assignment)
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