How to create kick-ass designs…even with very little time and money

Kathleen KneramDecember 11, 2013

“Six Sigma Black Belt Ultra… with the groin branding to prove it.”

Process alone will not result in a great design

Be a Good Mensch

People can sense when you don’t have their interests in mind

Discover the REAL problem

"Abiding Spirits" by Suzan Lovett

Tell a story

User Issues Research content is inconsistent

Related research functions are ineffective

Sites are difficult for users to understand and navigate

Business Impacts Hampers deepening of relationships

with established clients

Detracts from the company’s reputation as an authoritative source of high quality info

Example Scenario: View Latest Research

RatingsAdvisory

“I’ll go to (a competitor’s site) first, then I’ll go to (the company’s) if I have the time…” — Director, Global Ratings Advisory

Detail page contains assorted links and tabs; content not on one page

!

Related Research tab shows a seemingly random list of assorted documents

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Research is split across a number of ill-defined doc types, published at different times

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Goes to competitor’s site first, because competitor’s site is easier to use

!

It’s all about the model

Once the model is spot on…

Sweat the details – they matter

Simple is really, really hard

Revisit, revise BUT know when to put down the paint brush

“The best design is the one that gets built,” Jared Spool

No time, fancy labs, or budget?