Collective 2016 – From Analysis to Synthesis: Tools and Techniques for Discovery Work
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Transcript of Collective 2016 – From Analysis to Synthesis: Tools and Techniques for Discovery Work
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Tools and Techniques for Discovery WorkFrom Analysis to Synthesis
Kerry-Anne Gilowey Collective · Atlanta GA · 8 June 2016
@kerry_anne
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Workshop overview
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Image credit: www.flickr.com/photos/vegard
So many unknowns. Where do we even begin?
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A toolbox, not a methodology.
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Basic principles
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1. DISCOVERY IS NOT A PHASE.
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Uncomfortable with uncertainty? • Listen to Schrödinger’s IA: Learning to Love Ambiguity – tinyurl.com/ambiguity2013
• Slides: tinyurl.com/ambiguity-slides
RESOURCES
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2. KNOW YOUR CONSTRAINTS.
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3. BE CAREFUL WITH ASSUMPTIONS.
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4. KNOW YOUR AUDIENCE AND YOUR ORGANISATION.
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5. ALWAYS BE TAKING NOTES.
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Recording apps • Easy Voice Recorder (Android – free) • Recorder Pro (iOS – $1.99)
RESOURCES
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6. DON’T BELIEVE EVERYTHING YOU’RE TOLD.
Image credit: www.flickr.com/photos/audiolucistore
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7. LOOK FOR PATTERNS.
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8. BORROW TOOLS AND TECHNIQUES.
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What can you learn from…
… systems analysts? … authors? … archaeologists? … talk show hosts?
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Getting started
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Our new project
Traditional publisher Creating a digital product Need our help with
content planning interaction design project steps a little bit of strategy
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Discovery techniques
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CHOOSEyour tools carefully
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PRIORITISEyour discovery efforts
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3 main activity types
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3 main activity types
Workshops
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3 main activity types
Workshops
Audit and analysis
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3 main activity types
Workshops
Fieldwork
Audit and analysis
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1. WORKSHOPS
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Workshops are great for…
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Workshops are great for…
Gathering a lot of info in a short period
of time
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Workshops are great for…
Gathering a lot of info in a short period
of timePicking up on political issues
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Workshops are great for…
Gathering a lot of info in a short period
of timePicking up on political issues
Checking that objectives and intentions are
shared
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Workshops are great for…
Gathering a lot of info in a short period
of timePicking up on political issues
Checking that objectives and intentions are
shared Making sure you’re getting
the correct info
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Business/ product
discovery
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Core strategy
Business/ product
discovery
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Core strategy
Business/ product
discovery
Governance
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Core strategy
Business/ product
discovery
Governance
Terminology
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Core strategy
Business/ product
discovery
Governance
Terminology
Challenges and
opportunities
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Customer insights
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Audience identification
Customer insights
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Audience identification
Customer insights
Persona creation
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Audience identification
Customer insights
Persona creation
Task identification and
prioritisation
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Voice and messaging
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Mad Libs
Voice and messaging
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Content Mad Libs
RESOURCES
Get more info at content-workshops.com/toolbox/2015/3/content-mad-libs
Image credit: Sara Wachter-Boettcher
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Mad Libs
Voice and messaging
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Mad Libs
Voice and messaging
Messaging cardsort
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Messaging card-sort
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Messaging card-sort
1. Sort all the cards into two groups
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Messaging card-sort
1. Sort all the cards into two groups2. Note and discard cards in the
“WE’RE NOT” pile
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Messaging card-sort
1. Sort all the cards into two groups2. Note and discard cards in the
“WE’RE NOT” pile3. Loosely group the remaining
attributes
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Messaging card-sort
1. Sort all the cards into two groups2. Note and discard cards in the
“WE’RE NOT” pile3. Loosely group the remaining
attributes4. Prioritise: choose your top 10
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Mad Libs
Voice and messaging
Messaging cardsort
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Mad Libs
Voice and messaging
Messaging cardsort
Live content audit
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2. AUDIT AND ANALYSIS
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Content inventory and audit
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Some help from Content Insight • Audit tips: http://tinyurl.com/audit-tips • Content Audits and Inventories: A Handbook by Paula Ladenburg Land • Sign up at content-insight.com using the workshop promo code given to you, and get a free 5000-page block
RESOURCES
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Analytics and site search logs
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About analytics and site search • Google’s free Analytics Academy – analyticsacademy.withgoogle.com/ • Search Analytics For Your Site by Louis Rosenfeld – tinyurl.com/search-analytics
RESOURCES
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Competitor analysis
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MESSA
GIN
G
AN
ALYSIS
INDUSTRY
RESEARCH
SITE AND APP COMPARISONS
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3. FIELDWORK
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Audience surveys
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Audience surveys • Survey software – surveymonkey.com • Coursera course on questionnaire design for surveys, by the University of Michigan – tinyurl.com/questionnaire-course
RESOURCES
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Contextual discovery
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CALL CEN
TRE
STUD
Y
CUSTOMER
OBSERVATIONSHADOWING
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One-on-one interviews
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STAKEHOLDERS
Interview both your
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STAKEHOLDERS
and yourCUSTOMERS
Interview both your
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Interview customers to…
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Interview customers to…
Find out what information they need
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Interview customers to…
Find out what information they need
Gain insight into their
worldview
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Interview customers to…
Find out what information they need
Gain insight into their
worldview
Understand their context
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Interview customers to…
Find out what information they need
Gain insight into their
worldview
Understand their context
Map their journey with your product
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Interview stakeholders to…
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Interview stakeholders to…
Understand workflow and
processes
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Interview stakeholders to…
Understand workflow and
processes
Identify challenges
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Interview stakeholders to…
Understand workflow and
processes
Identify challenges
Understand political and
cultural issues
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Interview stakeholders to…
Understand workflow and
processes
Identify challenges
Understand political and
cultural issues
Build relationships
and trust
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On to synthesis
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Discovery artifacts
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TERM LISTS, GLOSSARIES,
SHARED DEFINITIONS
Discovery artifacts
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OWNERSHIP AND
AUTHORSHIP TABLES
TERM LISTS, GLOSSARIES,
SHARED DEFINITIONS
Discovery artifacts
![Page 90: Collective 2016 – From Analysis to Synthesis: Tools and Techniques for Discovery Work](https://reader031.fdocuments.us/reader031/viewer/2022011722/58708e7b1a28ab412b8b4fcb/html5/thumbnails/90.jpg)
WORKFLOW DIAGRAMSOWNERSHIP
AND AUTHORSHIP
TABLES
TERM LISTS, GLOSSARIES,
SHARED DEFINITIONS
Discovery artifacts
![Page 91: Collective 2016 – From Analysis to Synthesis: Tools and Techniques for Discovery Work](https://reader031.fdocuments.us/reader031/viewer/2022011722/58708e7b1a28ab412b8b4fcb/html5/thumbnails/91.jpg)
ORG CHARTS
WORKFLOW DIAGRAMSOWNERSHIP
AND AUTHORSHIP
TABLES
TERM LISTS, GLOSSARIES,
SHARED DEFINITIONS
Discovery artifacts
![Page 92: Collective 2016 – From Analysis to Synthesis: Tools and Techniques for Discovery Work](https://reader031.fdocuments.us/reader031/viewer/2022011722/58708e7b1a28ab412b8b4fcb/html5/thumbnails/92.jpg)
ORG CHARTS
WORKFLOW DIAGRAMSOWNERSHIP
AND AUTHORSHIP
TABLES MATRIX OF CONTENT
TYPES
TERM LISTS, GLOSSARIES,
SHARED DEFINITIONS
Discovery artifacts
![Page 93: Collective 2016 – From Analysis to Synthesis: Tools and Techniques for Discovery Work](https://reader031.fdocuments.us/reader031/viewer/2022011722/58708e7b1a28ab412b8b4fcb/html5/thumbnails/93.jpg)
ORG CHARTS
WORKFLOW DIAGRAMS
SIMPLE PERSONAS
OWNERSHIP AND
AUTHORSHIP TABLES MATRIX OF
CONTENT TYPES
TERM LISTS, GLOSSARIES,
SHARED DEFINITIONS
Discovery artifacts
![Page 94: Collective 2016 – From Analysis to Synthesis: Tools and Techniques for Discovery Work](https://reader031.fdocuments.us/reader031/viewer/2022011722/58708e7b1a28ab412b8b4fcb/html5/thumbnails/94.jpg)
ORG CHARTS
WORKFLOW DIAGRAMS
SIMPLE PERSONAS
OWNERSHIP AND
AUTHORSHIP TABLES MATRIX OF
CONTENT TYPES
TERM LISTS, GLOSSARIES,
SHARED DEFINITIONS
CUSTOMER JOURNEYS
Discovery artifacts
![Page 95: Collective 2016 – From Analysis to Synthesis: Tools and Techniques for Discovery Work](https://reader031.fdocuments.us/reader031/viewer/2022011722/58708e7b1a28ab412b8b4fcb/html5/thumbnails/95.jpg)
ORG CHARTS
WORKFLOW DIAGRAMS
SIMPLE PERSONAS
OWNERSHIP AND
AUTHORSHIP TABLES MATRIX OF
CONTENT TYPES
TERM LISTS, GLOSSARIES,
SHARED DEFINITIONS
MESSAGING SPREADSHEET
CUSTOMER JOURNEYS
Discovery artifacts
![Page 96: Collective 2016 – From Analysis to Synthesis: Tools and Techniques for Discovery Work](https://reader031.fdocuments.us/reader031/viewer/2022011722/58708e7b1a28ab412b8b4fcb/html5/thumbnails/96.jpg)
There is no “one right
way”.
![Page 97: Collective 2016 – From Analysis to Synthesis: Tools and Techniques for Discovery Work](https://reader031.fdocuments.us/reader031/viewer/2022011722/58708e7b1a28ab412b8b4fcb/html5/thumbnails/97.jpg)
Shared definitions
![Page 98: Collective 2016 – From Analysis to Synthesis: Tools and Techniques for Discovery Work](https://reader031.fdocuments.us/reader031/viewer/2022011722/58708e7b1a28ab412b8b4fcb/html5/thumbnails/98.jpg)
Workflow diagrams
From documentation.magnolia-cms.com/display/DOCS45/Workflow
![Page 99: Collective 2016 – From Analysis to Synthesis: Tools and Techniques for Discovery Work](https://reader031.fdocuments.us/reader031/viewer/2022011722/58708e7b1a28ab412b8b4fcb/html5/thumbnails/99.jpg)
Content type matrix
![Page 100: Collective 2016 – From Analysis to Synthesis: Tools and Techniques for Discovery Work](https://reader031.fdocuments.us/reader031/viewer/2022011722/58708e7b1a28ab412b8b4fcb/html5/thumbnails/100.jpg)
Simple personas
![Page 101: Collective 2016 – From Analysis to Synthesis: Tools and Techniques for Discovery Work](https://reader031.fdocuments.us/reader031/viewer/2022011722/58708e7b1a28ab412b8b4fcb/html5/thumbnails/101.jpg)
Customer journeys
Image credit: http://engagingplaces.net/2013/10/15/hbr-the-truth-about-the-customer-experience/
![Page 102: Collective 2016 – From Analysis to Synthesis: Tools and Techniques for Discovery Work](https://reader031.fdocuments.us/reader031/viewer/2022011722/58708e7b1a28ab412b8b4fcb/html5/thumbnails/102.jpg)
Messaging spreadsheet
Image credit: http://engagingplaces.net/2013/10/15/hbr-the-truth-about-the-customer-experience/
![Page 103: Collective 2016 – From Analysis to Synthesis: Tools and Techniques for Discovery Work](https://reader031.fdocuments.us/reader031/viewer/2022011722/58708e7b1a28ab412b8b4fcb/html5/thumbnails/103.jpg)
![Page 104: Collective 2016 – From Analysis to Synthesis: Tools and Techniques for Discovery Work](https://reader031.fdocuments.us/reader031/viewer/2022011722/58708e7b1a28ab412b8b4fcb/html5/thumbnails/104.jpg)
Analysing your notes
![Page 105: Collective 2016 – From Analysis to Synthesis: Tools and Techniques for Discovery Work](https://reader031.fdocuments.us/reader031/viewer/2022011722/58708e7b1a28ab412b8b4fcb/html5/thumbnails/105.jpg)
Analysing your notes
1. Highlight key issues and patterns
![Page 106: Collective 2016 – From Analysis to Synthesis: Tools and Techniques for Discovery Work](https://reader031.fdocuments.us/reader031/viewer/2022011722/58708e7b1a28ab412b8b4fcb/html5/thumbnails/106.jpg)
Analysing your notes
1. Highlight key issues and patterns2. Group related issues
![Page 107: Collective 2016 – From Analysis to Synthesis: Tools and Techniques for Discovery Work](https://reader031.fdocuments.us/reader031/viewer/2022011722/58708e7b1a28ab412b8b4fcb/html5/thumbnails/107.jpg)
Analysing your notes
1. Highlight key issues and patterns2. Group related issues3. Make connections explicit
![Page 108: Collective 2016 – From Analysis to Synthesis: Tools and Techniques for Discovery Work](https://reader031.fdocuments.us/reader031/viewer/2022011722/58708e7b1a28ab412b8b4fcb/html5/thumbnails/108.jpg)
Analysing your notes
1. Highlight key issues and patterns2. Group related issues3. Make connections explicit4. Consider priorities, choose artifacts
![Page 109: Collective 2016 – From Analysis to Synthesis: Tools and Techniques for Discovery Work](https://reader031.fdocuments.us/reader031/viewer/2022011722/58708e7b1a28ab412b8b4fcb/html5/thumbnails/109.jpg)
ORG CHARTS
WORKFLOW DIAGRAMS
SIMPLE PERSONAS
OWNERSHIP AND
AUTHORSHIP TABLES MATRIX OF
CONTENT TYPES
TERM LISTS, GLOSSARIES,
SHARED DEFINITIONS
MESSAGING SPREADSHEET
CUSTOMER JOURNEYS
Discovery artifacts
![Page 110: Collective 2016 – From Analysis to Synthesis: Tools and Techniques for Discovery Work](https://reader031.fdocuments.us/reader031/viewer/2022011722/58708e7b1a28ab412b8b4fcb/html5/thumbnails/110.jpg)
Analysing your notes
1. Highlight key issues and patterns 2. Group related issues 3. Make connections explicit 4. Consider priorities, choose artifacts 5. Write up a roadmap
![Page 111: Collective 2016 – From Analysis to Synthesis: Tools and Techniques for Discovery Work](https://reader031.fdocuments.us/reader031/viewer/2022011722/58708e7b1a28ab412b8b4fcb/html5/thumbnails/111.jpg)
Roadmap headings
• Stakeholders • Objectives • Current situation • Key challenges • Short-term strategy • Long-term strategy • Open questions
![Page 112: Collective 2016 – From Analysis to Synthesis: Tools and Techniques for Discovery Work](https://reader031.fdocuments.us/reader031/viewer/2022011722/58708e7b1a28ab412b8b4fcb/html5/thumbnails/112.jpg)
Analysing your notes
1. Highlight key issues and patterns 2. Group related issues 3. Make connections explicit 4. Consider priorities, choose artifacts 5. Write up a roadmap 6. Give your partner feedback