spread it, split it & stack it - 3 methods for qualifying content
DESCRIPTION
Spread it, Split it & Stack it - 3 Methods for Qualifying Content. This the presentation I gave at the 2010 Big Design Conference In DallasTRANSCRIPT
Ever find yourself staring at a blank sheet of paper?
Populating a page requires qualification (Same goes for a book or a website)
What is the context of this collection of stuff? What is the source of the stuff? How should it be organized? How will maintenance be managed?
What is the context of this particular collection of stuff?
AudienceWho will read this?
UsefulnessWhat will they do with it?
TimelinessWhen will they be reading it?
LocationWhere will they read it?
RelevanceWhy do they care?
Context will shape the information within it
Context
What is the source of the stuff?
User GeneratedReviews, Editorials, Announcements
Corporate CommunicationAnnouncements, Mandates, Programs
IndustryCompetitors, Trends
TrainingPersonal Development, Applications?
AdministrationTools, Forms?
Content
How will the content be organized?
Geographically Organizationally Discipline or Skill set Posting Date Topic
Organization
How will the maintenance be managed?
Automated Content Management System Content Manager Role Criteria for Content
Maintenance
3 Methods of Qualifying Content*
*before you EVEN get into page layout
Stack it
Split it
Spreadit
• Travelocity• Texas Instruments • Dr Pepper• Radio City Entertainment
Been there
• Art Director• Information Architect• Consultant• Speaker/Lecturer• Author
Done that
Spread it
Card Sorting
Method #3: Spread it
Card Sorting
“Card sorting is a great, reliable, inexpensive method for finding patterns in how users would expect to find content or functionality.”
- Donna Spencer
This is Donna. She literally wrote the book on Card Sorting (Rosenfeld Media – 2009)
Method #3: Spread it
Manual Software
Method #3: Spread it
Open SortWhat would you call this group?
Closed SortThis group is called _______
What items would go in this group?
Method #3: Spread it
Once upon a time…
Method #3: Spread it
• Items difficult to find• Not relevant to all users• Main content least used
Major Pain PointsMethod #3: Spread it
Wireframe IMethod #3: Spread it
Card Names & Descriptions
Method #3: Spread it
Card Sort UI
Method #3: Spread it
Card Names & Descriptions
Method #3: Spread it
Drag
Method #3: Spread it
Drop
Method #3: Spread it
Repeat
Method #3: Spread it
Repeat that bit too
Label
Method #3: Spread it
If you must
Comment
Method #3: Spread it
The Data
Method #3: Spread it
1
3
2
3
Most used
Essentially the sa
me
Close variations
Collective trend
Trend Cloud
Method #3: Spread it
Wireframe II
Method #3: Spread it
This I need often
This not so much
Final Development
Method #3: Spread it
Split it
Context Targeting
Cool Feature!
Goal
How closely does this feature support the goal?
Method #2: Split it
Extraneous
Ancillary
Corollary
Required
Method #2: Split it
First level validation of user goal upon arrival to the site
Directly supports one of the primary user goals - strategic placement
Indirectly supports primary user goals - Peripheral
Does not directly or indirectly support primary user goals - Least emphasis
Extraneous
Ancillary
Corollary
Required
Method #2: Split it
Extraneous (4)
Ancillary(3)
Corollary (2)
Required (1)
NewAncillary
Establish User-centered hierarchy of existing page elements
Establish User-centered criteria for characterizing future page elements
Gain basis for determining elements that might be placed further down the path to better use real-estate on page
Outcomes
Method #2: Split it
Stack it
Faceted Feature Analysis
Raw Material • Business Requirements Document• Field Inquiry• Brainstorm• Competitive Analysis• User Stories• Existing Features
Method #1: Stack it
Itemized list of
unqualified requirements
Method #1: Stack it
Make a list
Business ValueWhat is the importance of this feature to the business goals of the project.
Making/Saving money
Rate the list: 3 Criteria
Method #1: Stack it
Technical Ease of ImplementationWhat is the feasibility of the development of each feature. This can take in sophistication, amount of work or discovery.
Rate the list: 3 Criteria
Method #1: Stack it
User ValueHow does this feature contribute to the goals of the user both internal and external.
Rate the list: 3 Criteria
Method #1: Stack it
Ratings from 1 to 5 5 being highest
Rate the list: 3 Criteria
Method #1: Stack it
QUALITY
COST
TIME
USER
BUSINESS
TECH
Least Flexibility Most F
lexibi
lity
X
XX
x3 x2 x1
Create a Flexibility Matrix
Method #1: Stack it
Multiply the values in each column by their weight from the matrix
28
12
22
24
Sort on the weighted scores
x1 x2 x3
Map the matrix to the criteria
Method #1: Stack it
Effort can be mapped directly to Cost or Time
Score the list
Method #1: Stack it
Natural Cut-offPoint
Complete Solution
Alternative features, later phase
or discards
Sort the list
Method #1: Stack it
Up for Negotiation
Fine tune the list
Method #1: Stack it
Objectivity Using over-riding, agreed-upon constraints as the means of emphasis rather than personal influence.
So…What do you get?
Method #1: Stack it
Project PlanningScope and estimates provide the basis for a project plan
But wait! There’s more!
Method #1: Stack it
Mitigates ChurnReduces down-stream, second-guessing. There are fewer surprises.
But wait! There’s more!
Method #1: Stack it
PoliticsFeatures rise or drop in the list on their own merit not because anyone knocked it down or ram-rodded it to the top.
But wait! There’s more!
Method #1: Stack it
New boss
Client with 2 stated goals
• Marketing: Differentiate brands
• Business: Drive revenue
Boss’s suggestion doesn’t support goals
Can’t call boss stupid
Once upon a time…
Method #1: Stack it
Stack-it
Content hierarchy
Split-it
Match content to goals
Spread-it
Expectations for
content
Q&A