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Art and copy: bridging the gap between UX, design and content | InVision Design Talks

In the 1960s, there was a creative revolution in advertising when someone decided that art and copy should try sitting in the same room. Applying a similar idea today, and getting content and design practitioners to work together more closely can transform your work for the better. In this deck, I look at:
- the importance of having a strategic ‘North Star’;
- how to come up with working principles for a blended team;
- pair working and how it can transform how you approach things.

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Art and copy: bridging the gap between UX, design and content | InVision Design Talks

  1. 1. Art and copy: bridging the gap between UX, design and content Lauren Pope, @la_pope InVision DesignTalks, 26th July
  2. 2. I’m Lauren Pope I’m a freelance content strategist. You can find me at @la_pope Hello!
  3. 3. It’s the 1960s. There’s an ad man called Bill Bernbach with a big idea. Image credit: DDB
  4. 4. “Art and copy... ...they should sit in the same room.” Image credit: DDB
  5. 5. It sounds like a small change...
  6. 6. ...but it led to great ads.
  7. 7. Like these ones. Image credit: DDB
  8. 8. How it used to work... Account people tell the copywriters what to write Art department designs a layout and put the words in it Copywriters write the copy
  9. 9. Sound familiar?
  10. 10. We’re making the same mistakes in digital design UX does the wireframes Designer does the design Content writes the copy
  11. 11. Mash it all together Game over Play ‘Copy Tetris’ We’re making the same mistakes in digital design
  12. 12. We’re not that different. We’re all designers.
  13. 13. So how do we make it better?
  14. 14. WWBBD? (What would Bill Bernbach do?) Image credit: DDB
  15. 15. The team Bill Bernbach Ideas. Believes ‘good taste, good art and good writing can be good selling’. Helmut Krone Art. A “a fidgety perfectionist who worked with deadly Teutonic patience”. Designs simple layouts by spending hours agonising over tiny details. Julian Koenig Copy. On-off relationship with advertising. A frustrated genius.
  16. 16. How it went down Bill went to Germany and had an idea He saw that the car was 'honest’ and that gave them a unique concept and the basis of a strategy. The team collaborated through adversity The team nurtured the idea together and persevered through creative differences. They combined their skills to great effect The best of two different disciplines come together perfectly to convey the message.
  17. 17. The result Image credit: DDB
  18. 18. We can learn something from this story.
  19. 19. “ “When a team is given responsibility for their own work, it becomes their property. They own it. And they walk with their heads up, and they walk with pride.” ― Bill Bernbach
  20. 20. Take responsibility Have a strategy Work together Have principles
  21. 21. Have a strategy. Make sure you have a shared understanding of your strategy - the North Star that everyone navigates the project by.
  22. 22. “ “The kernel of a strategy contains three elements: a diagnosis, a guiding policy, and coherent action.” ― Richard Rumelt, Good Strategy/Bad Strategy
  23. 23. A strategic North Star Diagnosis The problem. An analysis of the problem, need or opportunity that you’re trying to solve for. Guiding policy The solution. The approach that’s going to solve the problem. Coherent action The plan. A plan for how you’re going to execute the guiding policy effectively.
  24. 24. The problem we’re solving is < problem > and < problem >. We’re going to solve this by < solution>, < solution > and < solution >. To make this happen, we’re going to < action >, < action >, and < action >. We’ll know we’re successful when < result >, < result > and < result >. Play strategy Mad Libs
  25. 25. Have principles. Know ‘how we do things around here’. Create and embed your ways of working.
  26. 26. Some ideas Your work is important as mine No one’s work is more important. We’re all equal. No question goes unasked We never leave a question unasked and we never assume what the answer will be. We’re not defensive If someone’s asking questions about our work or critiquing it, we’re open to what they say. We prototype together We make prototypes as team, so we can think about the problem from every angle. We give good feedback When we give feedback we’re constructive and kind. We eat together on Tuesday We sit and eat together on Tuesdays, and talk about anything but the project.
  27. 27. How do you want it to be? Start by thinking about your ideal future state, and then work backwards: what are the principles and ways of working you need to get there?
  28. 28. Work together. Find the best ways to *really* collaborate.
  29. 29. The lone genius is a myth. Edison, Morse, and all the rest had help.
  30. 30. Real collaboration is transformative Perspective Approach the problem with every tool at your disposal and diverse viewpoints. Efficiency Save time, effort, frustration and money. Fun A sense of camaraderie - you’re in it together.
  31. 31. But it doesn’t just happen, you have to work at it.
  32. 32. Discover Define Develop Deliver D iverge Converge
  33. 33. Discover Define Develop Deliver Talking Pair working Critiques
  34. 34. Diverging and converging Pair work Get together in a pair or triple around one computer and attack the problem together. Critiques Meet at a suitable point and fully debrief on what you’ve been doing while you’ve been working alone. Talk Talk every day. Don’t wait to ask a question. Try and sit together if you can.
  35. 35. In conclusion ◉ We’re all designers - our work can be seamless ◉ Follow the same strategic North Star ◉ Come up with principles and live by them ◉ Work at working together ◉ Ask ‘WWBBD?’
  36. 36. References ● https://medium.com/theagency/the-ad-that-changed-adv ertising-18291a67488c ● http://adage.com/article/adage-encyclopedia/bernbach-w illiam/98346/ ● http://aafomaha.org/news/back-to-the-classics-bernbach- and-the-creative-team/ ● Richard Rumelt, Good Strategy/Bad Strategy ● Strategy Mablibs adapted from Sara Wachter-Boettcher http://www.sarawb.com/content-strategy-101/
  37. 37. Any questions ? ◉ @la_pope ◉ lapope.com ◉ bit.ly/lapopeslides Thanks!

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