kevin hoffmann: co-designing content
Post on 22-Mar-2017
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Co-designing Content@kevinmhoffman
Working alone.
2 Weeks10 years
2 Weeks
The most successful collaborations assembled regularly for videoconferences or, better yet, in-person meetings.“BENNET & GADLIN, NATIONAL INSTITUTES OF HEALTH
@kevinmhoffman
FILE SHARING & REPOSITORIES
ARE NOT COLLABORATION.
@kevinmhoffman
COLLABORATION
HAPPENS WHEN THE WHOLE IS GREATER
THAN THE SUM.
@kevinmhoffman
REAL-TIME MEETINGS
CAN LEAD TO COLLABORATION.
Meetings are a bad idea, right?
USERS TEAM CLIENT LEADERSHIPOR
USERS
TEAMCLIENT
LEADERSHIPTEAM
USERS
BESTTHE
USERS
TEAMCLIENT
LEADERSHIPTEAM
USERS
Co-design
ALVIEN LEE | SINAI HOSPITAL
Co-design
JENNY GOLD | KAISER HEALTH NEWS
Co-design
@kevinmhoffman
ANYONE
ADDING VALUE IS
COLLABORATION.
Co-design
WIKICOMMONS
Working Alone
Not Co-design
Co-design
We aren’t sure how to prioritize our content in a responsive design.
“
STORY TITLE
STORY BYLINE
MANY SOCIAL MEDIA LOGOS
PHOTO, CREDIT, CAPTION
STORY RELATED/RECIRCULATED STORIES
ADVERTISING
MAILING LIST
STORY TITLE STORY BYLINE MANY SOCIAL MEDIA LOGOS
PHOTO, CREDIT, CAPTION
STORYRELATED/
RECIRCULATED STORIES
ADVERTISING MAILING LIST
TRADITIONAL COMPANY STRUCTURE
John P. Kotter, Accelerate, Harvard Business Review, November 2012
SMALL, CROSS-DISCIPLINARY TEAMS
FACILITATOR
STORY TITLESTORY TITLESTORY TITLESTORY TITLESTORY TITLESTORY TITLESTORY TITLE
STORY TITLESTORY TITLESTORY TITLESTORY TITLESTORY TITLESTORY TITLESTORY TITLE
STORY TITLESTORY TITLESTORY TITLESTORY TITLESTORY TITLESTORY TITLESTORY TITLE
STORY TITLESTORY TITLESTORY TITLESTORY TITLESTORY TITLESTORY TITLESTORY TITLE
LESS IMPORTANT
MORE IMPORTANT
WHAT WILL THEY DO WITH IT?WHO NEEDS IT?
4 different variations.
Design the Meetings
ARE DECISIONSNEEDED?
YES
NO
No meeting.
ARE DECISIONSNEEDED?
YES
LIST ALL THE DECISIONS
LIST ALL THE DECISIONS
IDENTIFY THE OWNERS
IDENTIFY THE OWNERS
INVITE THOSE WHO ADD VALUE
IDENTIFY THE OWNERS
DESIGN THE AGENDA
IDENTIFY THE OWNERS
DESIGN THE AGENDA
@kevinmhoffman
GREAT MEETINGS
START WITH CLEAR
OBJECTIVES.
@kevinmhoffman
PLAN MEETINGS
AROUND DECISIONS
NOT PEOPLE.
MAKING A DECISION at Webdagene
HOWMUCH
ICE CREAM?
MAKING A DECISION at Webdagene
THIS MUCH
ICE CREAM
HOWMUCH
ICE CREAM?
MAKING A DECISION at Webdagene
THIS MUCH
ICE CREAM
HOWMUCH
ICE CREAM?
MAKING A DECISION at Webdagene
THIS MUCH
ICE CREAM
HOWMUCH
ICE CREAM?
MAKING A DECISION at Webdagene
THIS MUCH
ICE CREAM
HOWMUCH
ICE CREAM?
MAKING A DECISION at Webdagene
DECISION POINT
NEWTOPIC
MAKING A DECISION by yourself
DECISION POINT
MAKING A DECISION in a group
NEWTOPIC
Management Ideas
TeamIdeas
MAKING A DECISION in a group
WTF?
NEWTOPIC
Management Ideas
TeamIdeas
WTF?
WTF?
WTF?
WTF?
WTF?
WTF?
MAKING A DECISION in a group
NEWTOPIC
Management Ideas
TeamIdeas
FTW!
MAKING A DECISION in a group
NEWTOPIC
Management Ideas
TeamIdeas
DIVERGENT THINKING
CONVERGENT THINKING
Prioritize
Summarize
Agree
Use judgment
Make lists
Open discussion
Many perspectives
Suspend judgement
DIVERGENT THINKING
CONVERGENT THINKING
@kevinmhoffman
PEOPLE NEED TO BE
HEARD BEFORE THEY CAN
LISTEN.
@kevinmhoffman
ALWAYS
MAKE IDEAS BEFORE YOU TAKE IDEAS.
Plan outcomes
Give room for ideas to breathe
2WAYS TO
DESIGN MEETINGS
Mistakes will be made.
Mistakes will be made.
DESIGNER
DEVELOPER
SUNGLASS PLANNER
PRODUCT MANAGER
DEVELOPER
SUNGLASS BUYER
CUSTOMER
CUSTOMER
CUSTOMERCUSTOMER
RESEARCHER
We have solid content and an idea but we aren’t sure how to get started.
“
The first content is always free.
The first content is always free.
DIRECTOR OF NEWS SERVICE
PROJECT MANAGER
REPORTER AND CONTENT DIRECTORPROJECT MANAGER
DEVELOPMENT DIRECTOR
DIRECTOR OF MEMBERSHIP OFFERSGRAPHIC DESIGNER
MOBILE DEVELOPER
AGENCY OWNER
PROJECT MANAGER
BUSINESS ANALYSTDEVELOPER
VICE PRESIDENT OF NEWS
DIRECTOR OF NEWS SERVICE
PROJECT MANAGER
REPORTER AND CONTENT DIRECTORPROJECT MANAGER
DEVELOPMENT DIRECTOR
DIRECTOR OF MEMBERSHIP OFFERSGRAPHIC DESIGNER
MOBILE DEVELOPER
AGENCY OWNER
PROJECT MANAGER
BUSINESS ANALYSTDEVELOPER
VICE PRESIDENT OF NEWSRESIDENT
RESIDENT
RESIDENT
RESIDENT
RESIDENT
RESIDENT
RESIDENT
BUILD A DESIGN TEST in 1 hour or less!
Individual Hypothesis
Discussion
Group Hypothesis10 min.
BUILD A DESIGN TEST in 1 hour or less!
Individual Hypothesis
Discussion
Group Hypothesis10 min.
BUILD A DESIGN TEST in 1 hour or less!
Individual Hypothesis
Discussion
Group Hypothesis10 min. 10 min.
BUILD A DESIGN TEST in 1 hour or less!
Individual Hypothesis
Discussion
Group Hypothesis10 min. 10 min.
15 min.
BUILD A DESIGN TEST in 1 hour or less!
Individual Hypothesis
Discussion
Group Hypothesis10 min. 10 min.
15 min.
30 min.
Product Statement !Complete the following two sentences. !!We believe that ____________________ has ______________________ ! (CUSTOMER) (PROBLEM) !and that ____________________ may solve this problem by ! (THIS SOLUTION) !____________________ and ____________________. (THIS ASPECT) (THAT ASPECT) !!We will know we have succeeded when !____________________ and/or ____________________ reaches _____________. (QUANTITATIVE MEASURE) (QUALITATIVE MEASURE) (LEVEL)
BASED ON THE BOOK LEAN UX BY GOTHELF & SEIDEN
DESIGN HYPOTHESIS…
Provide Access to Process
Introduce neutrality.
A FACILITATOR
Is neutral
Doesn’t evaluate or contribute ideas
Coordinates/manages the process
Selects questions and activities
A FACILITATOR
Sufficient domain knowledge including technology, content, workflow & culture
Conducts one-on-one interviews BEFORE the kickoff workshop
@kevinmhoffman
DESIGN TEAMS MUST
STOP USING MEETINGS
TO DO RESEARCH.
@kevinmhoffman
BECOME AN EXPERT.
THEN FACILITATE A PRODUCTIVE
CONVERSATION.
Todd Zenger, What is the Theory of Your Firm? Harvard Business Review, June 2013 | Illustration Copyright Disney, 1957
VISUAL AGENDA
The 24 hour circle represents the meeting length
Time-on-task is scaled against that length
Draw or write where everyone can see
Summarize and synthesize
Prepare visuals in advance
PUBLICRECORDING
@kevinmhoffman
CRITICAL IDEAS WILL
BE LOST IF YOU DON’T
ENGAGE VISUALLY.
@kevinmhoffman
VISUALLY
REPRESENT AGENDA,
CONFLICTS & KEY DECISIONS.
Neutral, informed facilitation
Use visuals for agendas, conflicts, decisions, and concepts
2WAYS TO PROVIDE ACCESS
TO PROCESS
Transparency About Risks
Transparency About Risks
“Digital SWAT Team Leader”
Chief Digital Officer, Harvard University
Boston, MA
Perry Hewitt
“Focus relentlessly.”
@kevinmhoffman
SHORTER &
MEASURABLE EXPERIMENTS
FOCUS ON RESULTS.
!Our initial customers will be ________________________. !The #1 value a customer gets out of our service is ________________________. !We will acquire a majority of our customers through ________________________. !Our primary competition is ________________________. !(We will beat them by ________________________.) !Our biggest risk is ________________________. !What assumptions do we hold that if proven wrong, could cause the product to fail? !1. ________________________ 2. ________________________ !3. ________________________ 4. ________________________
Ask everyone in the room these questions Write their answers on the wall.
Problem Exploration !We believe our customers have a need to ________________________. !This need can be solved with ________________________. !Our initial customers will be ________________________. !The #1 value a customer gets out of our service is ________________________. !We will acquire a majority of our customers through ________________________. !Our primary competition is ________________________. !(We will beat them by ________________________.) !Our biggest risk is ________________________. !What assumptions do we hold that if proven wrong, could cause the product to fail? !1. ________________________ 2. ________________________ !3. ________________________ 4. ________________________
Assume that discounts are a critical value proposition.
People don’t care about content.
Rapid acquisition - people cared about the content, but
No conversion - not a single user became a member
2KEY FINDINGS
People do care about the content. Yay!
Discounts are not sufficient to initiate membership. Um…
People do care about the content. Yay!
We’d only used
of the project budget.2 %5
@kevinmhoffman
OBSERVATIONS &
METRICS ARE STRATEGY
SIGNPOSTS.
Transparency About Outcomes
http://kevinmh.co/m/7h
Open weekly meeting
Share interesting data points
Changed direction on current projects
Lead to new features and even products
Data Nerd Lunch
“Sharing is influence.”
Focuses interest
Changes culture2ASPECTS TO
TRANSPARENCY
Co-designed
Designed Meetings
Access to Process
Transparency About Risks & Outcomes
3BUILDING
BLOCKS of CO-DESIGN
You are a guide for doing this better.
Be deliberate. Play together.
Thank you!
@kevinmhoffman
sevenheadsdesign.com
kevinmhoffman.com
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