Why do most organizations fail to deliver awesome online experiences for their users? Excuses. Learn how to fight back with real tangible tools.

1. NO MORE EXCUSES REAL TOOLS TO HELP YOU DESIGN ONLINE AWESOMENESS

2. EVERYDAY EVIL MONSTERS CONSPIRE AGAINST YOU. THEY HIDE WITHIN EVERY ORGANIZATION DISGUISED AS EXCUSES. //IMAGE SOURCE: Hugh Macleod, The Blue Monster

3. EXCUSE # 1 “It’s a mess out there. Everything keeps changing. Where do I even begin?”

4. START BY ASKING YOURSELF & YOUR TEAM THESE QUESTIONS: 1. What are all the situations where people may want to interact with your brand? (Be as specific as possible) = SITUATION = NEED 2. What are their needs in each of these situations? 3. How can your online experience be designed to help in each of these situations? = BRAND

5. EXCUSE # 1 “...But I work with clients who just want the latest trend” //IMAGE SOURCE: Hugh Macleod, The Blue Monster

6. AVOID SHINY OBJECT SYNDROME. START HERE. PEOPLE OBJECTIVES STRATEGY TECHNOLOGY

7. EXCUSE # 2 “I just don’t have the time to make sense of all the information...”

8. SCENARIO ACTIVITY NEEDS BRAND Source: HelgeTenno, www.180360720.no

9. Try wash/clean and other home remedies Notice issue through “self-diagnosis” Notice temporary relief Increasingly irritated pet Problem recurring and getting worse Question productefficacy Determine vet visit required Notice ticks/fleasare back BEFORE Call to schedule appointment Forget 3rd dosage No longer observing tick/fleas Check-in with receptionist Consumer Journey Forget 2nd dosage. Apply late. DURING Situation: Irritated pet Take seat in waiting room ( 12 - 15 mins) Notice irritation close to being gone Pet checked (routine exams) and diagnosed by vet AFTER Notice irritation decreasing Use “self-reminder” for next dosage Technician comes in to give needles/do tests Apply 1st dosage Receive recommendations for medication, preventive care See receptionist to pay for visit, purchase medication Next appointment reminders – vet calls/emails/sends reminder postcards Leave clinic Indifferent Positive Negative Delighted Source: Adapted from Lego Customer Experience Journey

10. EXCUSE # 3 “Now what? I’m not creative to design anything.”

11. Sketch with Sharpies1 Use parameters Time yourself // SOURCE: 1. 37 Signals: http://37signals.com/svn/posts/466-sketching-with-a-sharpie

12. DESIGN AT THE EXTREMES - SPECTRUMS HELPS YOU VISUALIZE AND START SKETCHING DIFFERENT POSSIBILITIES Novice Tech Savvy Individual Social Stephen Harper Lady Gaga

13. NO EXCUSES. GET YOUR AWESOMENESS ON. Keep the conversation going @ nishshah nish@collidelabs.com www.collidelabs.com