Nick clarkson @t_pk The Agency

DIGITAL IDEATION Nick Clarkson @t_pk

2DE-RISKING DIGITAL Nick clarkson @t_pk The Agency

Context

Technical Director

Programmer since ‘00

http://netotaku.github.com

3DE-RISKING DIGITAL Nick clarkson @t_pk The Agency

Ideation

The creative process of generating, developing, and communicating new ideas.

4DE-RISKING DIGITAL Nick clarkson @t_pk The Agency

Digital ideation

Web Sites

Web Apps

Marketing Campaigns

5DE-RISKING DIGITAL Nick clarkson @t_pk The Agency

Agenda

Ideation frameworks:

• Design thinking• Impact mapping

6DE-RISKING DIGITAL Nick clarkson @t_pk The Agency

Agenda

Good and bad practice

Getting the best from your digital supplier

7DE-RISKING DIGITAL Nick clarkson @t_pk The Agency

Why?

Too many mediocre results

Too many devs tied up in whimsy

8DE-RISKING DIGITAL Nick clarkson @t_pk The Agency

“The internet has an amazing ability to absorb bad ideas.”

9DE-RISKING DIGITAL Nick clarkson @t_pk The Agency

Complex inferiority

“Wouldn’t it be great if it did this?”

“I wish it did this ... ”

“I need it to do this ... ”

10DE-RISKING DIGITAL Nick clarkson @t_pk The Agency

Design Thinking

“A way of addressing intractable human concerns

through design.”

Richard Buchanan 1992

11DE-RISKING DIGITAL Nick clarkson @t_pk The Agency

Design thinking cont.

EMPATHISE

DEFINE

IDEATE

PROTOTYPE

TEST

12DE-RISKING DIGITAL Nick clarkson @t_pk The Agency

Impact mapping

Why? Goal

Who? Actors

How? Impacts

What? Deliverables

Gojko Adžić http://impactmapping.org

13DE-RISKING DIGITAL Nick clarkson @t_pk The Agency

RAD

Technology as a stakeholder

14DE-RISKING DIGITAL Nick clarkson @t_pk The Agency

Good and bad practice

15DE-RISKING DIGITAL Nick clarkson @t_pk The Agency

Why content is good

Content reaches out

Relevance for Apps and Sites

How you will be judged on the long term

16DE-RISKING DIGITAL Nick clarkson @t_pk The Agency

Why content is bad

Difficult

Time consuming and expensive

Has to deliver

17DE-RISKING DIGITAL Nick clarkson @t_pk The Agency

Content quick wins

Cookie cutter

• Listicles• Curation• Recipes• Interviews

18DE-RISKING DIGITAL Nick clarkson @t_pk The Agency

“Good artists copy, great artists steal.”

Picasso

19DE-RISKING DIGITAL Nick clarkson @t_pk The Agency

Build tools

“How do I make my life easier?”

“How do I make my life better?”

20DE-RISKING DIGITAL Nick clarkson @t_pk The Agency

PPC

You need a really strong case to make this work

21DE-RISKING DIGITAL Nick clarkson @t_pk The Agency

Dealing with digital suppliers

Collaboration?

Get involved early

KPIs

We are experts, but not unicorns

22DE-RISKING DIGITAL Nick clarkson @t_pk The Agency

Can you pitch it in one sentence?

Keep it focused:

YouTube, video sharing

Flickr, image sharing

Google search, internet search

eBay, online auctions

Twitter, micro blogging

Soundcloud, music sharing

Basecamp, collaborative working

Facebook, social network

NICK CLARKSON @t_pk

THANK YOUDo you have any questions?