COMMON WORST CASE SCENARIO

So many development projects begin with an idea and programming, then go on to be “skinned” by designers. The team then madly goes in search of users...with a PR firm burning the last of their funds, hoping for a jackpot.

We simply advocate going the exact opposite way about it. Start with the end in mind. Begin with customers and use scenarios, test the UIs and iterate on working models that are hacked together on the cheap.

We believe this process is best run by people who understand what’s technically possible and who are fundamentally experts in communications and customer motivations (that’s us).

This approach is now made feasible because in many cases the functionality required can be bolted together with preexisting code modules, web-services and APIs.

We have become experts at this sort of Frankenstein development - at least to get a working model.

The value of programming is after all, in automating the processes not defining them and that there are much more efficient ways to determine the right processes than coding. This is how we accelerate development at the early stages allowing the focus of our later efforts on the right ideas and optimizing the scalability only after we have decided what works for the customer.

BELOW are two NOTICEABLY DIFFERENT APPROACHES TO  interface design for the same application.

Forcing the team to push past the first and often second versions drives new ideas and challenges assumptions.

If the ideas are not making you a little nervous - you are clearly still in a safe little box. Which is where you might like to be, but you won't know until you push new ideas.

Our firm can bring new ideas and fresh thinking to a project -even if you have a development team in place.

1. Use Scenarios

Use scenarios will help define the most likely and least expensive customer groups. We start by profiling groups of customers or users. We then define their activities, map those to key functions, drivers and motivations and clearly evolve the value propositions and top-level messages.

It’s worth noting that we do not generally advocate focus groups -often customers don’t know what they want or how to begin describing it - but working through their actions defines what they would consider doing and the problems that need solving.

Post-it notes and discussions in a locked room with the key people... We've yet to find a better way to plan development.

2. Flows and Messages

Communication is everything. Selling sequences, messages, flows and value propositions are critical to your application or site gaining traction and ultimately being effective. Our group is equal parts, design, marketing and technology. When you work with us, marketing strategy, copy writing, design, animation and technology are in concert. Our approach is entrepreneurial - we are working with your management team to build relationships with customers. Many creative firms are focused on a specific deliverable - like a website or an intro video... its an important distinction as it’s vital to start with the correct intent.

3. Wireframes

In simple terms, we are looking for traction in the marketplace and it really comes down to one thing: Quantifying cost of customer acquisition. With customers you have a business. Without them, you have potential. With customers you have actionable metrics - without them, you have hyperbole, optimism and rhetoric. Our work is about risk mitigation through staged proof-of-concept development. We are all about engaging with the customer.

We explore and discuss strategy options at the wireframe stage of development. This is where open APIs and multiple platforms are just as likely to incorporate into the flows. So the important questions become; What do we need to build? What can we leverage? and What are the priorities?

There are a number of broad categories of application and site. In the same way that a church has an entirely different architecture to a home.. there are archtypes for websites and applications

    Informational

    Community

    Application

    Retail/ SALES

    Entertainment

    Transactional

    Company/Product

4. Design and Strategy - User Experience

In simple terms, we are looking for traction in the marketplace and it really comes down to one thing: Quantifying cost of customer acquisition. With customers you have a business. Without them, you have potential. With customers you have actionable metrics - without them, you have hyperbole, optimism and rhetoric. Our work is about risk mitigation through staged proof-of-concept development. We are all about engaging with the customer.

We explore and discuss strategy options at the wireframe stage of development. This is where open APIs and multiple platforms are just as likely to incorporate into the flows. So the important questions become; What do we need to build? What can we leverage? and What are the priorities?

5. User Interface Optimization: Types of interface design

In simple terms, we are looking for traction in the marketplace and it really comes down to one thing: Quantifying cost of customer acquisition. With customers you have a business. Without them, you have potential. With customers you have actionable metrics - without them, you have hyperbole, optimism and rhetoric. Our work is about risk mitigation through staged proof-of-concept development. We are all about engaging with the customer.

We explore and discuss strategy options at the wireframe stage of development. This is where open APIs and multiple platforms are just as likely to incorporate into the flows. So the important questions become; What do we need to build? What can we leverage? and What are the priorities?

User Interface design is a unique challenge and requires being able to see the future.... Its a bit like architecture, in that to do it well, the designer has to be able to understand the FUNCTION. The objective is to make it so that people are able predictably use the interface, yet artistic in terms of giving them an environment they appreciate. So to continue the analogy, the doors and light switches should be predictable, but the design of the framework and elements like the lobby should be inspirational - then you can go to work on the interior design.

Just as there are lots of types of buildings (churches vs. offices), there are many types of web sites, each with their own objectives for use and effective user ques: