scaling personalities (adaption, white labels and the digital ecosystem)
DESCRIPTION
Presented at How to Build Great Products: Insights on October 1st 2010, in NYC Blog post at http://designnotes.info/?p=3092TRANSCRIPT
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@michaelsurtees
Scaling Personalities ADAPTION, WHITE LABELS AND tHE DIGITAL ECOSYSTEM
How to Build Great Products: Insights @michaelsurteesOCTOBER 1ST, 2010
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INTro
HelloCurrently at Behavior
Previously Design Director at Daylife* from December 2007 to March 2010
Publisher of the blog DesignNotes.info
@michaelsurtees* it should be noted that the work with Daylife was built with a team of 20+ people
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intro
Breakdown
@michaelsurtees
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User has a seamless experience
User doesn’t even realize that parts of the site might have been designed from a third party
Applying new systems to their own product that they otherwise couldn’t have created themselves
Automation of systems to save resources to work on more editorially driven areas
Definitions
white Labels
@michaelsurtees
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Screen agnostic—could be laptop, mobile device, tablet, TV or anything else that can be viewed and edited today
Data works and acts differently depending on the device it is being viewed on
Time and location can influence info too
Definitions
Digital Ecosystem
@michaelsurtees
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Transferring and shifting behavior
Information moving from traditional streams and screens to other curated models of settings
Awareness both of the device and the person using the technology
Creating hooks to be aware of changes and expectations
Definitions
Adaption
@michaelsurtees
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Daylife
The elementsThere’s a lot of integrated modules working together
@michaelsurtees
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Daylife
The Site
@michaelsurtees
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Daylife
Topic Page
@michaelsurtees
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Daylife
using the editing toolMaking it easy to create custom verticals based on chosen sources, topics and custom css.
@michaelsurtees
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Daylife
Travel Life
@michaelsurtees
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Daylife
#walkingtoworktoday
@michaelsurtees
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Starts as a slide show—either as main anchor or related images on a side rail
Images are hosted
Detail images have related galleries attached to them that are created automatically
Almost infinite number of new pages can be viewed
Daylife
Smart Gallery flow
@michaelsurtees
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Daylife
Smart Galleries
@michaelsurtees
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Design and build just enough, test it any way possible
Observe what works and what doesn’t, keep building after that
Work in advance, loop back for other things
Keep it open and allow for a lot of feedback
process
Agile & Iteration
@michaelsurtees
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Process
Start with 1 atomic unit, build around itLook at the elements of the story, decide what’s the best one and build around it
@michaelsurtees
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Process
Road mapThere’s no direct way from A to B
@michaelsurtees
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Observations
BrandsAny brand that pushes information like tweets, photos, news and videos need a place to display all of it
@michaelsurtees
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Experiment with how the same info can be released in different contexts.
Create content buckets for curating & story telling that are compelling.
Define info like sources, how people will find it, and how will it be shared
Make it easy for others to build off of
Observations
Structures & Systems
@michaelsurtees
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Observations
Treating Info like waterInfo being pushed online is going to be seen through a lot of different contexts
Headline and photo—each could be emphasized differently depending on how someone expects to see it
As long as every element can flow to another related element the likelihood of the info being seen and applied increases
@michaelsurtees
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Observations
Lessons1. Use the product yourself
2. Road maps should have a strategy to cannibalize your own product
3. Imagine a world without you being able to use your product, what would you use to do the same task and ask yourself if the experience would be better or worse
4. Release something every three weeks
5. Awareness is important because if you don’t know when to adjust things you will cease to exist
@michaelsurtees