1. Design Thinking
Moving from Content to Platform
Hacks and Hackers
CUNY School Of Journalism
Hong Qu
@hqu
June 14, 2011

2. Exercise 1
Please read:
http://www.nytimes.com/2006/04/16/
arts/16carney.html

3. CONTENTS
What is a platform?
Design thinking
User Centered Design
User research
Design process at YouTube
Case Study: Knight site redesign
What makes a good platform?

4. Exercise 2
Content Platform

5. CONTENT PLATFORM
• information • tools
• entertainment • interactive
• stories • real-time
• static • different roles
• one directional passive consumer
• audience engaged
• broadcast model contributor
◦ one to many admin
◦ star to fan
• production cost
• consumption • peer to peer model
• product cost many to many
• producers are selected by expert • producers emerge base on metrics

6. USER CENTERED DESIGN
Design Phase
Analysis Phase Begin to brainstorm design concepts and
metaphors
Look at competitive products Develop screen flow and navigation model
Create user profiles Do walkthroughs of design concepts
Develop a task analysis Begin design with paper and pencil
Document user scenarios Create low-fidelity prototypes
Document user performance requirements Conduct usability testing on low-fidelity prototypes
Create high-fidelity detailed design
Deployment Phase
Deployment Phase
Use surveys to get user feedback
Conduct field studies to get info about actual use
Check objectives using usability testing
USABILITY PROFESSIONALS ASSOCIATION UC BERKELEY UI DESIGN CLASS

7. YOUTUBE DESIGN PROCESS
HTTP://WWW.NYTIMES.COM/2006/04/16/ARTS/
16CARNEY.HTML
HTTP://WWW.YOUTUBE.COM/WATCH?V=GCQZRNFCZUA
HTTP://WWW.SLIDESHARE.NET/HONGQU/QUICKLIST-DESIGN-PROCESS

8. TOOLS & METHODS
GOOGLE ANALYTICS METAPHOR
BRAINSTORMING
SILVERBACK APP
QUORA
OMNIGRAFFLE
5 SECOND TEST
ETHNOGRAPHY
CAFE STUDY
(CONTEXTUAL INQUIRY)
DIARY STUDY

9. USABILITY LAB STUDY
HTTP://WWW.YOUTUBE.COM/WATCH?V=ESUFSI7BPU4

10. RESOURCES
Donʼt Make me Think UI Design Pattern Libraries
Observing the User Experience Yahoo pattern library
Elements of the User Experience Welie interaction patterns
Designing for the Social Web
Ideo Method Cards
About Face 3
IxDA
Ambient Findability
UPA
Sketching the User Experience
Captology
Design of Everyday Things
HTTP://WWW.SLIDESHARE.NET/HONGQU/UX-TOOLS

11. Exercise 3
What do you want to get out of the
visiting the Knight Foundation website?

12. JENNY’S FEEDBACK
if i want to go to knight
i want to sign up and follow via twitter/facebook/email
i want to keep Informed in the space i am in whether community/news
i think someone visiting should be like"knight knows what is going on. is
plugged in”
so i think it should be like maybe "this is what we are seeing"

13. KNIGHT SITE CASE STUDY
Design Process Build Wireframe
Interview users and stakeholders Site Map
Competitive analysis User testing with wireframe
User modeling Visual design
Personals and scenarios Implementation
Critical path for each user Type User testing with working prototype
Task analysis Log traffic analysis
Log traffic analysis

14. WHY PLATFORMS FAIL
1. Users are not aware of it
2. Users don’t understand how it works
3. Users are not motivated. Don’t care about
achieving that goal.

15. SUMMARY
Observer users Watch out for emergent behavior
Ethnography Usability testing
Metaphors Content analysis
Competitive analysis Traffic log analysis
Gain insight into their goals (Re)design features users want
Diary study Paper prototype
Personas Cafe tests
Task analysis A/B and percentage tests

16. JAWED KARIM
There were a number of iterations and very critical anticipated that people would use PayPal on eBay
insights which were only possible due to real- —it’s something we had never thought of.
world usage. Again, these insights are not ones you
But then as it really kind of exploded, we saw, ‘Oh
can gain inside the laboratory.
wait, this is actually the best usage scenario, so
we’re going to go support it’—you know, change
For example, I remember at PayPal, initially it was our product in support of that pattern.
a mobile payment service where you could beam
money between cell phones. I think that attracted Same with YouTube. Initially, we did know that it
—the total number of users was 5,000 ever, and it was going to be a video-sharing product, but it
was shut down in early 2000 and we decided to go wasn’t clear in what space it was going to be. So
with the Web site instead. And, of course, the way initially, it had more of a dating focus, which didn’t
PayPal ended up succeeding was with that really end up being very popular, and then we had
amazing synergy between PayPal and eBay. to expand the concept to make it more broad.
That’s where PayPal really took off. But I
remember the first instances when PayPal users
were posting PayPal links on eBay, the reaction
from PayPal business development was, ‘What the
hell are these guys doing?’—like, ‘Close their
accounts, we can’t have this!’ Because we had not
HTTP://WWW.TCBMAG.COM/PEOPLECOMPANIES/PEOPLEANDCOMPANIES/106531P3.ASPX

17. Thanks you!
Let’s have a Discussion
Hacks and Hackers
CUNY School Of Journalism
Hong Qu
@hqu
June 14, 2011