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Somecommonpitfalls
• Nottakingabroadenoughview• Peopledon’tknowwhattheyareagreeingto• Notbeingorganization-specificenough• Makingproblemsworseandnotagreeingonstructuresearly
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Somecommonpitfalls→Today’sagenda
• Nottakingabroadenoughview→Breadthandcoherence• Peopledon’tknowwhattheyareagreeingto→Alignment• Notbeingorganization-specificenough→ Anorg-specificvision• Makingproblemsworseandnotagreeingonstructuresearly→Timeandtiming
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Soifavisitorhappens tostartonapagewithinacenter(whentheymaynotspecificallybeinterestedinthecenter),thenclicksfromtheretrapthemonthatisland
Why digital coherence?
Reason ImportanceBe more definitive Very high
Provide a complete understanding of the brand High
Ability to change over time High
Reward site visitor for being close High
Cross-selling Medium
Enforce quality Medium
Lower risk of redesign train wreck Medium
Ability to drive toward specific desired behaviors Medium
Cost Low
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VISION: Somewhat customizing even the content well for every page (without requiring significant customization by publisher).
Gettingalignment
1. Focusonthestructureandextent2. Illustratetheproblemswiththecurrentsituation3. Illustratethepossiblenewstatesandwhatitwilltaketogetthere
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Focusonstructureandextent
No Yes
Flexibility orlocked-down Controlledflexibility
Template lookordetailedrequirements Broadtemplatestructure: whatisinherited,etc.
Laundry listofrequirements Big,structuralrequirementsthatmattertoward vision
Thestatic, surfaceview Dynamic view:integrations, APIs,contentsharing
Single discipline(expertiseyouhappentohave) Multi-discipline(expertiseyouneed tomeetvision)
Narrowextent Broad extent
Assumed extent Explicitextent
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Whatisabig,structuralquestion?
q Importanttoattaining(ordefining)yourvisionq Contentious— probablysome“loss”willoccurq Answernotobvious— probablysomethingthathasexistingalongtime,diggingtheproblemevendeeper
Note:thequestion probablyisnotobviouseither— perhapsit’sneverbeenasked
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bit.ly/hobbs-add-no
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Site visitor may arrive anywhere (and be ready to leave immediately)
Your jewel of a page may be “close” but it is of no use if the site visitor doesn’t know about it
The front door barely matters
The user may want something else entirely even if they start at what you think is your jewel content
http://hobbs.direct/add-innovation
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Streamlined
• Is something that should be fast
• Is something that is fast• Clear standards (including
whether to streamline one at all)
• Optimized for quality
Routine work program
• Working on the machinery itself
• Only the next phase is planned
• The schedule for the next phase is clear
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Streamlined
• Is something that should be fast
• Is something that is fast• Clear standards (including
whether to streamline one at all)
• Optimized for quality
Routine work program
• Working on the machinery itself
• Only the next phase is planned
• The schedule for the next phase is clear
The goal is often to optimize something