SlideShare una empresa de Scribd logo
1 de 94
Descargar para leer sin conexión
Build Systems,
   Not Stuff
Presented by @Abby_the_ia




                            1
2
I Make the
unclear, clear
 for people who
 use and make
     things.


                  3
4

    4
Most recently I Have helped

• Change the audience for Sharpie from a office supply
  consumer to teenagers looking for a self expression tool
• Grow a 150,000 member Facebook fan base for JELL-O
  over the weekend.
• Pilot a revolutionary diet for people with Type 2 diabetes
• Analyze and strategically prioritize digital marketing efforts
  and improvements for Herman Miller in support of their
  movement into the B to C market




                                                                   5
I hear a lot of the same
   things over and over...

Our current digital marketing is:


A) Embarrassingly out of date
B) Not flexible enough to support needs
C) Not able to be affected quickly because of
  politics and the bureaucracy
D) All of the Above (Eeeeekk)




                                                6

                                                    6
The behavior of the system cannot be
known just by knowing the elements
            - Donella Meadows




                                       7

                                           7
Meet the Blind men
 of digital marketing
         “I post on social media
         and send emails”




“I control
the money”
                                   “I manage the
                                   Websites”

               “I design the
               marketing”


                                             8

                                                   8
Observation:
Its always the same issues
affecting the same parts
of the same systems




                             9

                                 9
We need
to build
systems,
not just
  stuff.

           10

                10
When Stuff is king...




                        11

                             11
Spray-n-Pray is common wisdom




                                12

                                     12
Corporate Underpants start to show




                                13

                                     13
Shiny, dusty objects accumulate




                              14

                                   14
Trends win out over needs




                            15

                                 15
“Skunkworks” projects used to
   achieve tactical goals




                                16

                                     16
Everyone feels rushed and
       underserved




                            17

                                 17
We ask for more stuff


  We need a
Facebook page
                vs.    We need a
                        Digital
                      Recruitment
                        engine




                                    18
Sound familiar?




                  19

                       19
There has to be a
   better way




                    20

                         20
But we arent in manufacturing!




                                 21

                                      21
isnt Creativity meant to be messy?




                                     22

                                          22
One important (and easy) question:
   How should we spend our
   finite creative energy?




                                     23

                                          23
By analyzing the
system, maybe we
can improve the
User experience of
working in digital
marketing


                     24

                          24
Systems-based thinking
the process of understanding how
things influence one another. 

viewing "problems" as parts of an
overall system, rather than reacting
to specific part.

focusing on cyclical rather than
linear cause and effect.



                                   25

                                        25
When System is king...
 • Effectiveness becomes measurable
 • Solutions have longevity and reuse
 • Entities are able to remain in sync while
     operating independently
 •   Adequate time and budget is allocated
 •   People feel like things just work




                                               26

                                                    26
Reinventing the Wheel
  Repeatable Magic




                        27

                             27
Systems Thinking 101




                       28

                            28
A system is a set of stocks and
flows that is interconnected in
    a way that it produces a
      predictable pattern.




                               29

                                    29
STocks:
    Assets within your
 organization that are
   able to be measured
for example:

• Knowledge of industry trends
• Marketing Budget
• Creative Talent
                                 30

                                      30
Flows:
Process that affects and
    connects stocks
for example:

• How insights become strategy
• How designers are briefed on
    architectural decisions
•   How code is accepted in development




                                          31

                                               31
Cold hard Facts
     about systems

1. Levels of stock are
only able to be affected
by manipulating flows

2. Stocks take time to
change, because flows
take time to flow


                           32

                                32
another
fact:
Digital
Marketing
is a system

              33

                   33
34

     34
Digital Marketing: A common system




                                35

                                     35
Digital Marketing: A common system




                                36

                                     36
If you are doing it
right, you start here




                        37

                             37
Digital Marketing: A common system




                                38

                                     38
But, a lot of people
start here...




                       39

                            39
Digital Marketing: A common system




                                40

                                     40
And even here... eek!




                        41

                             41
Digital Marketing: A common system




                                42

                                     42
A lot of people stop here.



                             43

                                  43
Digital Marketing: A common system




                                44

                                     44
and This part is almost
always ignored or weak




                          45

                               45
there are shared
lessons that all
organizations can
learn from




                    46

                         46
Five common system failures




                              47

                                   47
48

     48
What’s
supposed
   to
happen



           49

                49
What
 can
 also
happen



         50

              50
Symptoms


• brittle feeling interactions
• Not knowing all the
    incarnations of the experience
•   Not being able to defend cost
    of improvement


                                 51

                                      51
Diagnosis: Low Awareness of
 how something works today
   leads to bad strategy



You need to work on research.




                                52

                                     52
Idea to Combat:

Measure quality of existing systems:

          1. Heuristically
           2. Analytically
         3. With real users




                                       53

                                            53
54

     54
Lets try to find
a way to apply
    online
               55

                    55
56

     56
57

     57
58

     58
Symptoms


• All the content is there and
    nothing can be found
•   No research has been done
    into what users want
•   Low conversion and roi


                                 59

                                      59
Diagnosis: Lack of clear goals
and key performance indicators
leads to confounding experience




You need to work on goal setting




                                   60

                                        60
Idea To Combat:

Define S.M.A.R.T Goals
and a plan to measure
against them

   q Specific
   q Measurable
   q Achievable
   q Relevant
   q Time bound




                        61

                             61
62

     62
63

     63
Symptoms


• Content feels forced into boxes
    it doesnt fit into
•   things are jimmied together
•   Creative production always
    costs more than expected and
    often assets are reused
    inappropriately
                                   64

                                        64
Diagnosis: silo-ed decisions on
  content degrade quality of
      experience offered



You need to work on architecting




                                   65

                                        65
Idea to COmbat:

 Let the users make the call
  when content organization
challenges arise. Card sorting,
     contextual inquiry and
collaborative design can all be
         used for this.




                                  66

                                       66
67

     67
68

     68
69

     69
Symptoms


• Devices and tools are devised to
    assist people in understanding
    the marketing material
•   Navigation is bloated, landing
    pages lack focus
•   Functionality is heavy and
    unneeded
                                 70

                                      70
Diagnosis: Too many things, no
    priority. SUch a mess.


     You have to work on
        documentation




                                 71

                                      71
idea to Combat:

 Create a roadmap of
 features defined not
just against resources
 available but against
  user and business
         goals




                         72

                              72
73

     73
h,p://ausweb.scu.edu.au/aw05/papers/refereed/alexander/paper.html   74

                                                                         74
Diagnosis: NEver completing the
         feedback loop.


You need to work on measurement




                                  75

                                       75
Idea to Combat:
Host a conversation with
  designers, marketers
 and researchers to talk
about improving the flow
  of strategic guidance
        and insight




                           76

                                76
How to get started in
  your organization




                        77

                             77
to Become a system
 advocate in your
   organization

                     78

                          78
Lesson 1: You need pictures, because
   systems happen all at once.




                                       79

                                            79
Pictures are
thought
starters



               80

                    80
Pictures allow
you to see the
connections



            81

                 81
pictures allow
quick
illustration of
problems and
solutions
              82

                   82
Pictures are great for
understanding the
systems, roles and
rules

                     83

                          83
Pictures can
illustrate a higher
level view
                  84

                       84
Lesson 2: Evaluate the System as is


• Get the right people in the room to discuss the
  results of the current digital marketing
  environment

• Document it in simple pictures, perhaps stocks
  and flows

• Highlight hardships you feel today or know about
  externally


                                                    85

                                                         85
Lesson 3: Take Stock of what you need


• Identify the goals you have for your digital
  marketing

• Identify the obligations you have to meet for
  stakeholders

• Identify the things colleagues have complained
  about or asked for



                                                   86

                                                        86
Lesson 4: Prioritize issues to work on

• Identify the issue type. Is it a lack of resource, bad
  process, old technology?

• Determine how much (and who) it hurts?
• Assign a internal and external priority




                                                     87

                                                           87
Lesson 5: Try New flows

• Get the space, team and instance needed to
  experiment.

• Make sure people know they are guinea pigs
• Treat it as a research assignment (try A/B testing,
  and asking followup questions in a focus group
  etc...)

• Document what you are trying, why and how you
  feel it will change things
                                                   88

                                                        88
Lesson 6: Reduce, Reuse, Recycle


• Reduce the complexity across initiatives
• Reuse technological investment across
 campaigns, building an arsenal of owned
 solutions over time

• Recycle your “stuff”: Always think about the
 lifecycle of the “stuff” your systems are
 producing.


                                                 89

                                                      89
Lesson 7: Have the right attitude

• Be honest and transparent
• Be collaborative
• Be forward looking
• Be willing to fail and try again




                                     90

                                          90
So...

Next time someone
  asks for stuff




                    91

                         91
Think...

  How can we take this up a level?

Are we thinking about the life cycle?

  Can we measure our impact here?

Who else is impacted by this and how
     can they help solve this?




                                     92

                                          92
How can we...

Build a system, not
   just more stuff




                      93

                           93
Thanks!

   @abby_the_ia
    Abbytheia.com
abbycovert@gmail.com




                       94

                            94

Más contenido relacionado

La actualidad más candente

How to Make Sense of Any Mess
How to Make Sense of Any MessHow to Make Sense of Any Mess
How to Make Sense of Any MessAbby Covert
 
Collaborative Information Architecture (ias17)
Collaborative Information Architecture (ias17)Collaborative Information Architecture (ias17)
Collaborative Information Architecture (ias17)Abby Covert
 
Understanding Information Architecture: A Workshop
Understanding Information Architecture: A WorkshopUnderstanding Information Architecture: A Workshop
Understanding Information Architecture: A WorkshopAbby Covert
 
Information Architecture Heuristics
Information Architecture HeuristicsInformation Architecture Heuristics
Information Architecture HeuristicsAbby Covert
 
What is UX, in 10 Slides
What is UX, in 10 SlidesWhat is UX, in 10 Slides
What is UX, in 10 SlidesJordan Julien
 
User Experience Workshop
User Experience WorkshopUser Experience Workshop
User Experience WorkshopMotivate Design
 
UX Vision, Strategy and Teams by Susan Wolfe, Optimal Experience
UX Vision, Strategy and Teams by Susan Wolfe, Optimal ExperienceUX Vision, Strategy and Teams by Susan Wolfe, Optimal Experience
UX Vision, Strategy and Teams by Susan Wolfe, Optimal ExperienceUIDesign Group
 
Introduction to Design Thinking and UX Research
Introduction to Design Thinking and UX ResearchIntroduction to Design Thinking and UX Research
Introduction to Design Thinking and UX ResearchMuhamad Edison A
 
Why UX #FAILS (with notes)
Why UX #FAILS (with notes)Why UX #FAILS (with notes)
Why UX #FAILS (with notes)Chris Feix
 
Design Systems: Parts, Products & People
Design Systems: Parts, Products & PeopleDesign Systems: Parts, Products & People
Design Systems: Parts, Products & Peoplenathanacurtis
 
5 Levels of UX Strategy
5 Levels of UX Strategy5 Levels of UX Strategy
5 Levels of UX StrategyTryMyUI
 
What is UX Design?
What is UX Design?What is UX Design?
What is UX Design?Baris Erkol
 
Collaborative Information Architecture
Collaborative Information ArchitectureCollaborative Information Architecture
Collaborative Information ArchitectureAbby Covert
 

La actualidad más candente (20)

How to Make Sense of Any Mess
How to Make Sense of Any MessHow to Make Sense of Any Mess
How to Make Sense of Any Mess
 
Collaborative Information Architecture (ias17)
Collaborative Information Architecture (ias17)Collaborative Information Architecture (ias17)
Collaborative Information Architecture (ias17)
 
What is UX?
What is UX?What is UX?
What is UX?
 
The Importance of UX
The Importance of UXThe Importance of UX
The Importance of UX
 
Understanding Information Architecture: A Workshop
Understanding Information Architecture: A WorkshopUnderstanding Information Architecture: A Workshop
Understanding Information Architecture: A Workshop
 
UX Best Practices
UX Best PracticesUX Best Practices
UX Best Practices
 
Information Architecture Heuristics
Information Architecture HeuristicsInformation Architecture Heuristics
Information Architecture Heuristics
 
What is UX, in 10 Slides
What is UX, in 10 SlidesWhat is UX, in 10 Slides
What is UX, in 10 Slides
 
User Experience Workshop
User Experience WorkshopUser Experience Workshop
User Experience Workshop
 
Heuristic evaluation
Heuristic evaluationHeuristic evaluation
Heuristic evaluation
 
Design UX for AI
Design UX for AIDesign UX for AI
Design UX for AI
 
UX Vision, Strategy and Teams by Susan Wolfe, Optimal Experience
UX Vision, Strategy and Teams by Susan Wolfe, Optimal ExperienceUX Vision, Strategy and Teams by Susan Wolfe, Optimal Experience
UX Vision, Strategy and Teams by Susan Wolfe, Optimal Experience
 
Introduction to Design Thinking and UX Research
Introduction to Design Thinking and UX ResearchIntroduction to Design Thinking and UX Research
Introduction to Design Thinking and UX Research
 
Kickstarting Design Thinking
Kickstarting Design ThinkingKickstarting Design Thinking
Kickstarting Design Thinking
 
UX workshop
UX workshopUX workshop
UX workshop
 
Why UX #FAILS (with notes)
Why UX #FAILS (with notes)Why UX #FAILS (with notes)
Why UX #FAILS (with notes)
 
Design Systems: Parts, Products & People
Design Systems: Parts, Products & PeopleDesign Systems: Parts, Products & People
Design Systems: Parts, Products & People
 
5 Levels of UX Strategy
5 Levels of UX Strategy5 Levels of UX Strategy
5 Levels of UX Strategy
 
What is UX Design?
What is UX Design?What is UX Design?
What is UX Design?
 
Collaborative Information Architecture
Collaborative Information ArchitectureCollaborative Information Architecture
Collaborative Information Architecture
 

Destacado

Understanding What It Is Like to Not Understand
Understanding What It Is Like to Not UnderstandUnderstanding What It Is Like to Not Understand
Understanding What It Is Like to Not UnderstandAbby Covert
 
personal mastery
personal masterypersonal mastery
personal masteryZakiah dr
 
Personal Mastery concept and methods from Peter Senge
Personal Mastery concept and methods from Peter SengePersonal Mastery concept and methods from Peter Senge
Personal Mastery concept and methods from Peter SengeArchil Nasrashvili
 
How I Teach IA to Design Students
How I Teach IA to Design StudentsHow I Teach IA to Design Students
How I Teach IA to Design StudentsAbby Covert
 
What is this UX thing?
What is this UX thing?What is this UX thing?
What is this UX thing?Abby Covert
 
Information Architecture: The Strategic Structure of Great UX - WIAD 2017
Information Architecture: The Strategic Structure of Great UX - WIAD 2017Information Architecture: The Strategic Structure of Great UX - WIAD 2017
Information Architecture: The Strategic Structure of Great UX - WIAD 2017Jessica DuVerneay
 
Introduction to Systems Thinking
Introduction to Systems ThinkingIntroduction to Systems Thinking
Introduction to Systems ThinkingAcquate
 
Creating Clarity and Establishing Truth
Creating Clarity and Establishing TruthCreating Clarity and Establishing Truth
Creating Clarity and Establishing TruthAbby Covert
 
Introduction to Systems Thinking: System Structures and Behaviour
Introduction to Systems Thinking: System Structures and BehaviourIntroduction to Systems Thinking: System Structures and Behaviour
Introduction to Systems Thinking: System Structures and BehaviourJason Yip
 
SYSTEMS THINKING: Lessons From The Fifth Discipline Fieldbook by Senge, Kleik...
SYSTEMS THINKING: Lessons From The Fifth Discipline Fieldbook by Senge, Kleik...SYSTEMS THINKING: Lessons From The Fifth Discipline Fieldbook by Senge, Kleik...
SYSTEMS THINKING: Lessons From The Fifth Discipline Fieldbook by Senge, Kleik...Joanna Beltowska
 
Computer Security and Risks
Computer Security and RisksComputer Security and Risks
Computer Security and RisksMiguel Rebollo
 
The Top 5 Performance Management Tools
The Top 5 Performance Management ToolsThe Top 5 Performance Management Tools
The Top 5 Performance Management ToolsBernard Marr
 

Destacado (15)

Understanding What It Is Like to Not Understand
Understanding What It Is Like to Not UnderstandUnderstanding What It Is Like to Not Understand
Understanding What It Is Like to Not Understand
 
personal mastery
personal masterypersonal mastery
personal mastery
 
Personal Mastery concept and methods from Peter Senge
Personal Mastery concept and methods from Peter SengePersonal Mastery concept and methods from Peter Senge
Personal Mastery concept and methods from Peter Senge
 
How I Teach IA to Design Students
How I Teach IA to Design StudentsHow I Teach IA to Design Students
How I Teach IA to Design Students
 
What is this UX thing?
What is this UX thing?What is this UX thing?
What is this UX thing?
 
personal mastery
personal masterypersonal mastery
personal mastery
 
Information Architecture: The Strategic Structure of Great UX - WIAD 2017
Information Architecture: The Strategic Structure of Great UX - WIAD 2017Information Architecture: The Strategic Structure of Great UX - WIAD 2017
Information Architecture: The Strategic Structure of Great UX - WIAD 2017
 
Introduction to Systems Thinking
Introduction to Systems ThinkingIntroduction to Systems Thinking
Introduction to Systems Thinking
 
Presentacion 3.1 al 3.5 cadena de suministro gc
Presentacion 3.1 al 3.5 cadena de suministro gcPresentacion 3.1 al 3.5 cadena de suministro gc
Presentacion 3.1 al 3.5 cadena de suministro gc
 
Creating Clarity and Establishing Truth
Creating Clarity and Establishing TruthCreating Clarity and Establishing Truth
Creating Clarity and Establishing Truth
 
Introduction to Systems Thinking: System Structures and Behaviour
Introduction to Systems Thinking: System Structures and BehaviourIntroduction to Systems Thinking: System Structures and Behaviour
Introduction to Systems Thinking: System Structures and Behaviour
 
SYSTEMS THINKING: Lessons From The Fifth Discipline Fieldbook by Senge, Kleik...
SYSTEMS THINKING: Lessons From The Fifth Discipline Fieldbook by Senge, Kleik...SYSTEMS THINKING: Lessons From The Fifth Discipline Fieldbook by Senge, Kleik...
SYSTEMS THINKING: Lessons From The Fifth Discipline Fieldbook by Senge, Kleik...
 
Computer Security and Risks
Computer Security and RisksComputer Security and Risks
Computer Security and Risks
 
The Top 5 Performance Management Tools
The Top 5 Performance Management ToolsThe Top 5 Performance Management Tools
The Top 5 Performance Management Tools
 
Intro to Systems Thinking
Intro to Systems ThinkingIntro to Systems Thinking
Intro to Systems Thinking
 

Similar a Build Systems, Not Stuff

The digital workplace whitepaper - infocentric research
The digital workplace   whitepaper - infocentric researchThe digital workplace   whitepaper - infocentric research
The digital workplace whitepaper - infocentric researchAlex Krol
 
The Digital Workplace - Redefining Productivity in the Information Age
The Digital Workplace - Redefining Productivity in the Information AgeThe Digital Workplace - Redefining Productivity in the Information Age
The Digital Workplace - Redefining Productivity in the Information AgeElizabeth Lupfer
 
We Won, Now What? Dealing with the Future of UX Design
We Won, Now What? Dealing with the Future of UX DesignWe Won, Now What? Dealing with the Future of UX Design
We Won, Now What? Dealing with the Future of UX DesignJess McMullin
 
Enterprise 2.0 and Enterprise Information Management
Enterprise 2.0 and Enterprise Information ManagementEnterprise 2.0 and Enterprise Information Management
Enterprise 2.0 and Enterprise Information ManagementJeroen Derynck
 
Does Cloud Computing Matter?
Does Cloud Computing Matter?Does Cloud Computing Matter?
Does Cloud Computing Matter?ServiceMesh
 
Does Cloud Matter?
Does Cloud Matter?Does Cloud Matter?
Does Cloud Matter?Dave Roberts
 
Do You Have the Strength to Embrace Innovation in a 2.0 World?
Do You Have the Strength to Embrace Innovation in a 2.0 World?Do You Have the Strength to Embrace Innovation in a 2.0 World?
Do You Have the Strength to Embrace Innovation in a 2.0 World?Dan Keldsen
 
Crafting a central product narrative
Crafting a central product narrativeCrafting a central product narrative
Crafting a central product narrativeAlex Pandel
 
Cio presentation aug 2012
Cio presentation aug 2012 Cio presentation aug 2012
Cio presentation aug 2012 Jim Sutter
 
CIO Presentation Aug 2012
CIO Presentation Aug 2012 CIO Presentation Aug 2012
CIO Presentation Aug 2012 Jim Sutter
 
CIO presentation aug 2012
CIO presentation aug 2012 CIO presentation aug 2012
CIO presentation aug 2012 James Sutter
 
Users first: A presentation to IAB ireland dublin_oct_12
Users first: A presentation to IAB ireland dublin_oct_12Users first: A presentation to IAB ireland dublin_oct_12
Users first: A presentation to IAB ireland dublin_oct_12Martin Bailie
 
Customer Experience Management - It's Hard, But Not THAT Hard
Customer Experience Management - It's Hard, But Not THAT HardCustomer Experience Management - It's Hard, But Not THAT Hard
Customer Experience Management - It's Hard, But Not THAT HardScott Liewehr
 
D'souza social content
D'souza social contentD'souza social content
D'souza social contentactkm
 
Web 2.0 & CMS - The Path From Solutions Back To Needs
Web 2.0 & CMS - The Path From Solutions Back To NeedsWeb 2.0 & CMS - The Path From Solutions Back To Needs
Web 2.0 & CMS - The Path From Solutions Back To NeedsScott Liewehr
 
How to Plan a Successful Association Online Community
How to Plan a Successful Association Online CommunityHow to Plan a Successful Association Online Community
How to Plan a Successful Association Online CommunitySocious
 
Visible Architectures
Visible ArchitecturesVisible Architectures
Visible ArchitecturesLuke Hohmann
 

Similar a Build Systems, Not Stuff (20)

The digital workplace whitepaper - infocentric research
The digital workplace   whitepaper - infocentric researchThe digital workplace   whitepaper - infocentric research
The digital workplace whitepaper - infocentric research
 
The Digital Workplace - Redefining Productivity in the Information Age
The Digital Workplace - Redefining Productivity in the Information AgeThe Digital Workplace - Redefining Productivity in the Information Age
The Digital Workplace - Redefining Productivity in the Information Age
 
We Won, Now What? Dealing with the Future of UX Design
We Won, Now What? Dealing with the Future of UX DesignWe Won, Now What? Dealing with the Future of UX Design
We Won, Now What? Dealing with the Future of UX Design
 
Enterprise 2.0 and Enterprise Information Management
Enterprise 2.0 and Enterprise Information ManagementEnterprise 2.0 and Enterprise Information Management
Enterprise 2.0 and Enterprise Information Management
 
Does Cloud Computing Matter?
Does Cloud Computing Matter?Does Cloud Computing Matter?
Does Cloud Computing Matter?
 
Does Cloud Matter?
Does Cloud Matter?Does Cloud Matter?
Does Cloud Matter?
 
Do You Have the Strength to Embrace Innovation in a 2.0 World?
Do You Have the Strength to Embrace Innovation in a 2.0 World?Do You Have the Strength to Embrace Innovation in a 2.0 World?
Do You Have the Strength to Embrace Innovation in a 2.0 World?
 
Crafting a central product narrative
Crafting a central product narrativeCrafting a central product narrative
Crafting a central product narrative
 
Cio presentation aug 2012
Cio presentation aug 2012 Cio presentation aug 2012
Cio presentation aug 2012
 
CIO Presentation Aug 2012
CIO Presentation Aug 2012 CIO Presentation Aug 2012
CIO Presentation Aug 2012
 
CIO presentation aug 2012
CIO presentation aug 2012 CIO presentation aug 2012
CIO presentation aug 2012
 
Users first: A presentation to IAB ireland dublin_oct_12
Users first: A presentation to IAB ireland dublin_oct_12Users first: A presentation to IAB ireland dublin_oct_12
Users first: A presentation to IAB ireland dublin_oct_12
 
Customer Experience Management - It's Hard, But Not THAT Hard
Customer Experience Management - It's Hard, But Not THAT HardCustomer Experience Management - It's Hard, But Not THAT Hard
Customer Experience Management - It's Hard, But Not THAT Hard
 
Conference kuala lumpur1
Conference kuala lumpur1Conference kuala lumpur1
Conference kuala lumpur1
 
Anti patterns part 1
Anti patterns part 1Anti patterns part 1
Anti patterns part 1
 
D'souza social content
D'souza social contentD'souza social content
D'souza social content
 
Lean Startups from LEI
Lean Startups  from LEILean Startups  from LEI
Lean Startups from LEI
 
Web 2.0 & CMS - The Path From Solutions Back To Needs
Web 2.0 & CMS - The Path From Solutions Back To NeedsWeb 2.0 & CMS - The Path From Solutions Back To Needs
Web 2.0 & CMS - The Path From Solutions Back To Needs
 
How to Plan a Successful Association Online Community
How to Plan a Successful Association Online CommunityHow to Plan a Successful Association Online Community
How to Plan a Successful Association Online Community
 
Visible Architectures
Visible ArchitecturesVisible Architectures
Visible Architectures
 

Más de Abby Covert

Language: Your Organization's Most Important and Least Valued Asset
Language: Your Organization's Most Important and Least Valued AssetLanguage: Your Organization's Most Important and Least Valued Asset
Language: Your Organization's Most Important and Least Valued AssetAbby Covert
 
Interactions South America 2015 Keynote
Interactions South America 2015 KeynoteInteractions South America 2015 Keynote
Interactions South America 2015 KeynoteAbby Covert
 
Search is the Front Door to UX
Search is the Front Door to UXSearch is the Front Door to UX
Search is the Front Door to UXAbby Covert
 
Understanding Information Architecture
Understanding Information ArchitectureUnderstanding Information Architecture
Understanding Information ArchitectureAbby Covert
 
Everyone needs a portfolio: a workshop
Everyone needs a portfolio: a workshopEveryone needs a portfolio: a workshop
Everyone needs a portfolio: a workshopAbby Covert
 
Wireframe that First: The Role of UX in Agencies
Wireframe that First: The Role of UX in AgenciesWireframe that First: The Role of UX in Agencies
Wireframe that First: The Role of UX in AgenciesAbby Covert
 
SXSWi Lessons for Noobs
SXSWi Lessons for NoobsSXSWi Lessons for Noobs
SXSWi Lessons for NoobsAbby Covert
 
Abby Y Covert: An Information Architecture Portfolio
Abby Y Covert: An Information Architecture Portfolio Abby Y Covert: An Information Architecture Portfolio
Abby Y Covert: An Information Architecture Portfolio Abby Covert
 
User Experience is Powerful
User Experience is PowerfulUser Experience is Powerful
User Experience is PowerfulAbby Covert
 

Más de Abby Covert (9)

Language: Your Organization's Most Important and Least Valued Asset
Language: Your Organization's Most Important and Least Valued AssetLanguage: Your Organization's Most Important and Least Valued Asset
Language: Your Organization's Most Important and Least Valued Asset
 
Interactions South America 2015 Keynote
Interactions South America 2015 KeynoteInteractions South America 2015 Keynote
Interactions South America 2015 Keynote
 
Search is the Front Door to UX
Search is the Front Door to UXSearch is the Front Door to UX
Search is the Front Door to UX
 
Understanding Information Architecture
Understanding Information ArchitectureUnderstanding Information Architecture
Understanding Information Architecture
 
Everyone needs a portfolio: a workshop
Everyone needs a portfolio: a workshopEveryone needs a portfolio: a workshop
Everyone needs a portfolio: a workshop
 
Wireframe that First: The Role of UX in Agencies
Wireframe that First: The Role of UX in AgenciesWireframe that First: The Role of UX in Agencies
Wireframe that First: The Role of UX in Agencies
 
SXSWi Lessons for Noobs
SXSWi Lessons for NoobsSXSWi Lessons for Noobs
SXSWi Lessons for Noobs
 
Abby Y Covert: An Information Architecture Portfolio
Abby Y Covert: An Information Architecture Portfolio Abby Y Covert: An Information Architecture Portfolio
Abby Y Covert: An Information Architecture Portfolio
 
User Experience is Powerful
User Experience is PowerfulUser Experience is Powerful
User Experience is Powerful
 

Último

Midjourney AI Text to Image AI Art Prompts
Midjourney AI Text to Image AI Art PromptsMidjourney AI Text to Image AI Art Prompts
Midjourney AI Text to Image AI Art PromptsVanishasNews
 
How Apple strives for the perfect sky and revives cities
How Apple strives for the perfect sky and revives citiesHow Apple strives for the perfect sky and revives cities
How Apple strives for the perfect sky and revives citiesThomas Schielke
 
PORTFOLIO 2024 ANASTASIYA KUDINOVA
PORTFOLIO 2024       ANASTASIYA KUDINOVAPORTFOLIO 2024       ANASTASIYA KUDINOVA
PORTFOLIO 2024 ANASTASIYA KUDINOVAAnastasiya Kudinova
 
White Label Solutions for Digital Agencies | DevOut Labs.pdf
White Label Solutions for Digital Agencies | DevOut Labs.pdfWhite Label Solutions for Digital Agencies | DevOut Labs.pdf
White Label Solutions for Digital Agencies | DevOut Labs.pdfDevOut Labs
 
Designing for Inclusion - Morgenbooster
Designing for Inclusion -  MorgenboosterDesigning for Inclusion -  Morgenbooster
Designing for Inclusion - Morgenbooster1508 A/S
 
Interior design for a neoclassical villa
Interior design for a neoclassical villaInterior design for a neoclassical villa
Interior design for a neoclassical villaadamsboxes
 
Highway LOS - Freeway-- Multilane -- highway class 2 & 3 Housam Siyoufi
Highway LOS - Freeway-- Multilane -- highway class 2 & 3 Housam SiyoufiHighway LOS - Freeway-- Multilane -- highway class 2 & 3 Housam Siyoufi
Highway LOS - Freeway-- Multilane -- highway class 2 & 3 Housam Siyoufisiyoufihoussam
 
Best architects in kerala suvarnarekha design consultants.pptx
Best architects in kerala suvarnarekha design consultants.pptxBest architects in kerala suvarnarekha design consultants.pptx
Best architects in kerala suvarnarekha design consultants.pptxbasilbaby1998carmon
 
ArtWaves 2024 - embracing Curves in Modern Homes
ArtWaves 2024 - embracing Curves in Modern HomesArtWaves 2024 - embracing Curves in Modern Homes
ArtWaves 2024 - embracing Curves in Modern HomesVellyslav Petrov
 
Dressmaking 7 Lesson 1- History of Dressmaking.pptx
Dressmaking 7 Lesson 1- History of Dressmaking.pptxDressmaking 7 Lesson 1- History of Dressmaking.pptx
Dressmaking 7 Lesson 1- History of Dressmaking.pptxMichelleMercado36
 
Cities Light Up in Solidarity With Ukraine: From Internationally Synchronized...
Cities Light Up in Solidarity With Ukraine: From Internationally Synchronized...Cities Light Up in Solidarity With Ukraine: From Internationally Synchronized...
Cities Light Up in Solidarity With Ukraine: From Internationally Synchronized...Thomas Schielke
 
NC State Wolfpack Final Four 2024 Shirts
NC State Wolfpack Final Four 2024 ShirtsNC State Wolfpack Final Four 2024 Shirts
NC State Wolfpack Final Four 2024 ShirtsTeeFusion
 
eCultify brand guidelines- Shamika Dukle.pdf
eCultify brand guidelines- Shamika Dukle.pdfeCultify brand guidelines- Shamika Dukle.pdf
eCultify brand guidelines- Shamika Dukle.pdfswdukle
 
TIMBRE: HOW MIGHT WE REMEDY MUSIC DESERTS AND FACILITATE GROWTH OF A MUSICAL ...
TIMBRE: HOW MIGHT WE REMEDY MUSIC DESERTS AND FACILITATE GROWTH OF A MUSICAL ...TIMBRE: HOW MIGHT WE REMEDY MUSIC DESERTS AND FACILITATE GROWTH OF A MUSICAL ...
TIMBRE: HOW MIGHT WE REMEDY MUSIC DESERTS AND FACILITATE GROWTH OF A MUSICAL ...Pranav Subramanian
 
AMBER GRAIN EMBROIDERY | Growing folklore elements | Barbara Rakovska
AMBER GRAIN EMBROIDERY | Growing folklore elements | Barbara RakovskaAMBER GRAIN EMBROIDERY | Growing folklore elements | Barbara Rakovska
AMBER GRAIN EMBROIDERY | Growing folklore elements | Barbara RakovskaBarusRa
 
Exploring Tehran's Architectural Marvels: A Glimpse into Vilaas Studio's Dyna...
Exploring Tehran's Architectural Marvels: A Glimpse into Vilaas Studio's Dyna...Exploring Tehran's Architectural Marvels: A Glimpse into Vilaas Studio's Dyna...
Exploring Tehran's Architectural Marvels: A Glimpse into Vilaas Studio's Dyna...Yantram Animation Studio Corporation
 
ARCHITECTURAL PORTFOLIO CRISTOBAL HERAUD 2024.pdf
ARCHITECTURAL PORTFOLIO CRISTOBAL HERAUD 2024.pdfARCHITECTURAL PORTFOLIO CRISTOBAL HERAUD 2024.pdf
ARCHITECTURAL PORTFOLIO CRISTOBAL HERAUD 2024.pdfCristobalHeraud
 
PORTFOLIO 2024_ANASTASIYA KUDINOVA / EXTENDED VERSION
PORTFOLIO 2024_ANASTASIYA KUDINOVA / EXTENDED VERSIONPORTFOLIO 2024_ANASTASIYA KUDINOVA / EXTENDED VERSION
PORTFOLIO 2024_ANASTASIYA KUDINOVA / EXTENDED VERSIONAnastasiya Kudinova
 
STITCH: HOW MIGHT WE PROMOTE AN EQUITABLE AND INCLUSIVE URBAN LIFESTYLE PRIOR...
STITCH: HOW MIGHT WE PROMOTE AN EQUITABLE AND INCLUSIVE URBAN LIFESTYLE PRIOR...STITCH: HOW MIGHT WE PROMOTE AN EQUITABLE AND INCLUSIVE URBAN LIFESTYLE PRIOR...
STITCH: HOW MIGHT WE PROMOTE AN EQUITABLE AND INCLUSIVE URBAN LIFESTYLE PRIOR...Pranav Subramanian
 
Imagist3D Architectural and Interior Rendering Portfolio
Imagist3D Architectural and Interior Rendering PortfolioImagist3D Architectural and Interior Rendering Portfolio
Imagist3D Architectural and Interior Rendering PortfolioAlinaLau2
 

Último (20)

Midjourney AI Text to Image AI Art Prompts
Midjourney AI Text to Image AI Art PromptsMidjourney AI Text to Image AI Art Prompts
Midjourney AI Text to Image AI Art Prompts
 
How Apple strives for the perfect sky and revives cities
How Apple strives for the perfect sky and revives citiesHow Apple strives for the perfect sky and revives cities
How Apple strives for the perfect sky and revives cities
 
PORTFOLIO 2024 ANASTASIYA KUDINOVA
PORTFOLIO 2024       ANASTASIYA KUDINOVAPORTFOLIO 2024       ANASTASIYA KUDINOVA
PORTFOLIO 2024 ANASTASIYA KUDINOVA
 
White Label Solutions for Digital Agencies | DevOut Labs.pdf
White Label Solutions for Digital Agencies | DevOut Labs.pdfWhite Label Solutions for Digital Agencies | DevOut Labs.pdf
White Label Solutions for Digital Agencies | DevOut Labs.pdf
 
Designing for Inclusion - Morgenbooster
Designing for Inclusion -  MorgenboosterDesigning for Inclusion -  Morgenbooster
Designing for Inclusion - Morgenbooster
 
Interior design for a neoclassical villa
Interior design for a neoclassical villaInterior design for a neoclassical villa
Interior design for a neoclassical villa
 
Highway LOS - Freeway-- Multilane -- highway class 2 & 3 Housam Siyoufi
Highway LOS - Freeway-- Multilane -- highway class 2 & 3 Housam SiyoufiHighway LOS - Freeway-- Multilane -- highway class 2 & 3 Housam Siyoufi
Highway LOS - Freeway-- Multilane -- highway class 2 & 3 Housam Siyoufi
 
Best architects in kerala suvarnarekha design consultants.pptx
Best architects in kerala suvarnarekha design consultants.pptxBest architects in kerala suvarnarekha design consultants.pptx
Best architects in kerala suvarnarekha design consultants.pptx
 
ArtWaves 2024 - embracing Curves in Modern Homes
ArtWaves 2024 - embracing Curves in Modern HomesArtWaves 2024 - embracing Curves in Modern Homes
ArtWaves 2024 - embracing Curves in Modern Homes
 
Dressmaking 7 Lesson 1- History of Dressmaking.pptx
Dressmaking 7 Lesson 1- History of Dressmaking.pptxDressmaking 7 Lesson 1- History of Dressmaking.pptx
Dressmaking 7 Lesson 1- History of Dressmaking.pptx
 
Cities Light Up in Solidarity With Ukraine: From Internationally Synchronized...
Cities Light Up in Solidarity With Ukraine: From Internationally Synchronized...Cities Light Up in Solidarity With Ukraine: From Internationally Synchronized...
Cities Light Up in Solidarity With Ukraine: From Internationally Synchronized...
 
NC State Wolfpack Final Four 2024 Shirts
NC State Wolfpack Final Four 2024 ShirtsNC State Wolfpack Final Four 2024 Shirts
NC State Wolfpack Final Four 2024 Shirts
 
eCultify brand guidelines- Shamika Dukle.pdf
eCultify brand guidelines- Shamika Dukle.pdfeCultify brand guidelines- Shamika Dukle.pdf
eCultify brand guidelines- Shamika Dukle.pdf
 
TIMBRE: HOW MIGHT WE REMEDY MUSIC DESERTS AND FACILITATE GROWTH OF A MUSICAL ...
TIMBRE: HOW MIGHT WE REMEDY MUSIC DESERTS AND FACILITATE GROWTH OF A MUSICAL ...TIMBRE: HOW MIGHT WE REMEDY MUSIC DESERTS AND FACILITATE GROWTH OF A MUSICAL ...
TIMBRE: HOW MIGHT WE REMEDY MUSIC DESERTS AND FACILITATE GROWTH OF A MUSICAL ...
 
AMBER GRAIN EMBROIDERY | Growing folklore elements | Barbara Rakovska
AMBER GRAIN EMBROIDERY | Growing folklore elements | Barbara RakovskaAMBER GRAIN EMBROIDERY | Growing folklore elements | Barbara Rakovska
AMBER GRAIN EMBROIDERY | Growing folklore elements | Barbara Rakovska
 
Exploring Tehran's Architectural Marvels: A Glimpse into Vilaas Studio's Dyna...
Exploring Tehran's Architectural Marvels: A Glimpse into Vilaas Studio's Dyna...Exploring Tehran's Architectural Marvels: A Glimpse into Vilaas Studio's Dyna...
Exploring Tehran's Architectural Marvels: A Glimpse into Vilaas Studio's Dyna...
 
ARCHITECTURAL PORTFOLIO CRISTOBAL HERAUD 2024.pdf
ARCHITECTURAL PORTFOLIO CRISTOBAL HERAUD 2024.pdfARCHITECTURAL PORTFOLIO CRISTOBAL HERAUD 2024.pdf
ARCHITECTURAL PORTFOLIO CRISTOBAL HERAUD 2024.pdf
 
PORTFOLIO 2024_ANASTASIYA KUDINOVA / EXTENDED VERSION
PORTFOLIO 2024_ANASTASIYA KUDINOVA / EXTENDED VERSIONPORTFOLIO 2024_ANASTASIYA KUDINOVA / EXTENDED VERSION
PORTFOLIO 2024_ANASTASIYA KUDINOVA / EXTENDED VERSION
 
STITCH: HOW MIGHT WE PROMOTE AN EQUITABLE AND INCLUSIVE URBAN LIFESTYLE PRIOR...
STITCH: HOW MIGHT WE PROMOTE AN EQUITABLE AND INCLUSIVE URBAN LIFESTYLE PRIOR...STITCH: HOW MIGHT WE PROMOTE AN EQUITABLE AND INCLUSIVE URBAN LIFESTYLE PRIOR...
STITCH: HOW MIGHT WE PROMOTE AN EQUITABLE AND INCLUSIVE URBAN LIFESTYLE PRIOR...
 
Imagist3D Architectural and Interior Rendering Portfolio
Imagist3D Architectural and Interior Rendering PortfolioImagist3D Architectural and Interior Rendering Portfolio
Imagist3D Architectural and Interior Rendering Portfolio
 

Build Systems, Not Stuff

  • 1. Build Systems, Not Stuff Presented by @Abby_the_ia 1
  • 2. 2
  • 3. I Make the unclear, clear for people who use and make things. 3
  • 4. 4 4
  • 5. Most recently I Have helped • Change the audience for Sharpie from a office supply consumer to teenagers looking for a self expression tool • Grow a 150,000 member Facebook fan base for JELL-O over the weekend. • Pilot a revolutionary diet for people with Type 2 diabetes • Analyze and strategically prioritize digital marketing efforts and improvements for Herman Miller in support of their movement into the B to C market 5
  • 6. I hear a lot of the same things over and over... Our current digital marketing is: A) Embarrassingly out of date B) Not flexible enough to support needs C) Not able to be affected quickly because of politics and the bureaucracy D) All of the Above (Eeeeekk) 6 6
  • 7. The behavior of the system cannot be known just by knowing the elements - Donella Meadows 7 7
  • 8. Meet the Blind men of digital marketing “I post on social media and send emails” “I control the money” “I manage the Websites” “I design the marketing” 8 8
  • 9. Observation: Its always the same issues affecting the same parts of the same systems 9 9
  • 10. We need to build systems, not just stuff. 10 10
  • 11. When Stuff is king... 11 11
  • 12. Spray-n-Pray is common wisdom 12 12
  • 13. Corporate Underpants start to show 13 13
  • 14. Shiny, dusty objects accumulate 14 14
  • 15. Trends win out over needs 15 15
  • 16. “Skunkworks” projects used to achieve tactical goals 16 16
  • 17. Everyone feels rushed and underserved 17 17
  • 18. We ask for more stuff We need a Facebook page vs. We need a Digital Recruitment engine 18
  • 20. There has to be a better way 20 20
  • 21. But we arent in manufacturing! 21 21
  • 22. isnt Creativity meant to be messy? 22 22
  • 23. One important (and easy) question: How should we spend our finite creative energy? 23 23
  • 24. By analyzing the system, maybe we can improve the User experience of working in digital marketing 24 24
  • 25. Systems-based thinking the process of understanding how things influence one another.  viewing "problems" as parts of an overall system, rather than reacting to specific part. focusing on cyclical rather than linear cause and effect. 25 25
  • 26. When System is king... • Effectiveness becomes measurable • Solutions have longevity and reuse • Entities are able to remain in sync while operating independently • Adequate time and budget is allocated • People feel like things just work 26 26
  • 27. Reinventing the Wheel Repeatable Magic 27 27
  • 29. A system is a set of stocks and flows that is interconnected in a way that it produces a predictable pattern. 29 29
  • 30. STocks: Assets within your organization that are able to be measured for example: • Knowledge of industry trends • Marketing Budget • Creative Talent 30 30
  • 31. Flows: Process that affects and connects stocks for example: • How insights become strategy • How designers are briefed on architectural decisions • How code is accepted in development 31 31
  • 32. Cold hard Facts about systems 1. Levels of stock are only able to be affected by manipulating flows 2. Stocks take time to change, because flows take time to flow 32 32
  • 34. 34 34
  • 35. Digital Marketing: A common system 35 35
  • 36. Digital Marketing: A common system 36 36
  • 37. If you are doing it right, you start here 37 37
  • 38. Digital Marketing: A common system 38 38
  • 39. But, a lot of people start here... 39 39
  • 40. Digital Marketing: A common system 40 40
  • 41. And even here... eek! 41 41
  • 42. Digital Marketing: A common system 42 42
  • 43. A lot of people stop here. 43 43
  • 44. Digital Marketing: A common system 44 44
  • 45. and This part is almost always ignored or weak 45 45
  • 46. there are shared lessons that all organizations can learn from 46 46
  • 47. Five common system failures 47 47
  • 48. 48 48
  • 49. What’s supposed to happen 49 49
  • 51. Symptoms • brittle feeling interactions • Not knowing all the incarnations of the experience • Not being able to defend cost of improvement 51 51
  • 52. Diagnosis: Low Awareness of how something works today leads to bad strategy You need to work on research. 52 52
  • 53. Idea to Combat: Measure quality of existing systems: 1. Heuristically 2. Analytically 3. With real users 53 53
  • 54. 54 54
  • 55. Lets try to find a way to apply online 55 55
  • 56. 56 56
  • 57. 57 57
  • 58. 58 58
  • 59. Symptoms • All the content is there and nothing can be found • No research has been done into what users want • Low conversion and roi 59 59
  • 60. Diagnosis: Lack of clear goals and key performance indicators leads to confounding experience You need to work on goal setting 60 60
  • 61. Idea To Combat: Define S.M.A.R.T Goals and a plan to measure against them q Specific q Measurable q Achievable q Relevant q Time bound 61 61
  • 62. 62 62
  • 63. 63 63
  • 64. Symptoms • Content feels forced into boxes it doesnt fit into • things are jimmied together • Creative production always costs more than expected and often assets are reused inappropriately 64 64
  • 65. Diagnosis: silo-ed decisions on content degrade quality of experience offered You need to work on architecting 65 65
  • 66. Idea to COmbat: Let the users make the call when content organization challenges arise. Card sorting, contextual inquiry and collaborative design can all be used for this. 66 66
  • 67. 67 67
  • 68. 68 68
  • 69. 69 69
  • 70. Symptoms • Devices and tools are devised to assist people in understanding the marketing material • Navigation is bloated, landing pages lack focus • Functionality is heavy and unneeded 70 70
  • 71. Diagnosis: Too many things, no priority. SUch a mess. You have to work on documentation 71 71
  • 72. idea to Combat: Create a roadmap of features defined not just against resources available but against user and business goals 72 72
  • 73. 73 73
  • 75. Diagnosis: NEver completing the feedback loop. You need to work on measurement 75 75
  • 76. Idea to Combat: Host a conversation with designers, marketers and researchers to talk about improving the flow of strategic guidance and insight 76 76
  • 77. How to get started in your organization 77 77
  • 78. to Become a system advocate in your organization 78 78
  • 79. Lesson 1: You need pictures, because systems happen all at once. 79 79
  • 81. Pictures allow you to see the connections 81 81
  • 83. Pictures are great for understanding the systems, roles and rules 83 83
  • 84. Pictures can illustrate a higher level view 84 84
  • 85. Lesson 2: Evaluate the System as is • Get the right people in the room to discuss the results of the current digital marketing environment • Document it in simple pictures, perhaps stocks and flows • Highlight hardships you feel today or know about externally 85 85
  • 86. Lesson 3: Take Stock of what you need • Identify the goals you have for your digital marketing • Identify the obligations you have to meet for stakeholders • Identify the things colleagues have complained about or asked for 86 86
  • 87. Lesson 4: Prioritize issues to work on • Identify the issue type. Is it a lack of resource, bad process, old technology? • Determine how much (and who) it hurts? • Assign a internal and external priority 87 87
  • 88. Lesson 5: Try New flows • Get the space, team and instance needed to experiment. • Make sure people know they are guinea pigs • Treat it as a research assignment (try A/B testing, and asking followup questions in a focus group etc...) • Document what you are trying, why and how you feel it will change things 88 88
  • 89. Lesson 6: Reduce, Reuse, Recycle • Reduce the complexity across initiatives • Reuse technological investment across campaigns, building an arsenal of owned solutions over time • Recycle your “stuff”: Always think about the lifecycle of the “stuff” your systems are producing. 89 89
  • 90. Lesson 7: Have the right attitude • Be honest and transparent • Be collaborative • Be forward looking • Be willing to fail and try again 90 90
  • 91. So... Next time someone asks for stuff 91 91
  • 92. Think... How can we take this up a level? Are we thinking about the life cycle? Can we measure our impact here? Who else is impacted by this and how can they help solve this? 92 92
  • 93. How can we... Build a system, not just more stuff 93 93
  • 94. Thanks! @abby_the_ia Abbytheia.com abbycovert@gmail.com 94 94