from ideas to execution
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01
Information Design
PROPRIETARY & CONFIDENTIAL. © 2014 R/GA ALL RIGHTS RESERVED.
10.14.2014
02
Information Design
PROPRIETARY & CONFIDENTIAL. © 2014 R/GA ALL RIGHTS RESERVED.
10.14.2014
SO YOU THINK YOU HAVE AN IDEA?
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Information Design
PROPRIETARY & CONFIDENTIAL. © 2014 R/GA ALL RIGHTS RESERVED.
10.14.2014
“I want to design an app that allows me to....”
SO YOU THINK YOU HAVE AN IDEA?
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Information Design
PROPRIETARY & CONFIDENTIAL. © 2014 R/GA ALL RIGHTS RESERVED.
10.14.2014
SO YOU THINK YOU HAVE AN IDEA?
What now?
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Information Design
PROPRIETARY & CONFIDENTIAL. © 2014 R/GA ALL RIGHTS RESERVED.
10.14.2014
FROM AN IDEA TO EXECUTIONAn Example Framework
The Core
Start by refining and honing in on the core value propositions of the idea. Identify primary platform(s), and key user journeys.
Sample Artefacts:Idea Statement, User Journeys/Use Cases, Core Feature Set, High Level Sitemap
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Information Design
PROPRIETARY & CONFIDENTIAL. © 2014 R/GA ALL RIGHTS RESERVED.
10.14.2014
Details, DetailsThe Core
Start defining the major sections, and creating hierarchy. Define feature sets and prioritize them. Add as many details as you can.
Sample Artefacts:Detailed Sitemap, Feature Lists, Content Maps, Detailed Wireframes/Visuals
FROM AN IDEA TO EXECUTIONAn Example Framework
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Information Design
PROPRIETARY & CONFIDENTIAL. © 2014 R/GA ALL RIGHTS RESERVED.
10.14.2014
Details, Details Surprise, DelightThe Core
Start thinking about micro-interactions, features, and transitions that enhance the experience.
Sample Artefacts:Motion Prototypes, Micro-interactions
FROM AN IDEA TO EXECUTIONAn Example Framework
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Information Design
PROPRIETARY & CONFIDENTIAL. © 2014 R/GA ALL RIGHTS RESERVED.
10.14.2014
Details, Details Connect the DotsThe Core
Start figuring out the ecosystem. No product or service exists in a silo.
Sample Artefacts:Ecosystem map, Connection & Handoffs Map
FROM AN IDEA TO EXECUTIONAn Example Framework
Surprise, Delight
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Information Design
PROPRIETARY & CONFIDENTIAL. © 2014 R/GA ALL RIGHTS RESERVED.
10.14.2014
Making it work Making people love it
Details, Details Connect the DotsThe Core
FROM AN IDEA TO EXECUTIONAn Example Framework
Surprise, Delight
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Information Design
PROPRIETARY & CONFIDENTIAL. © 2014 R/GA ALL RIGHTS RESERVED.
10.14.2014
The Core
Idea Statement Key Journeys/Use Cases Core Feature Set High Level Sitemap
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Information Design
PROPRIETARY & CONFIDENTIAL. © 2014 R/GA ALL RIGHTS RESERVED.
10.14.2014
“The greatest challenge to any thinker is stating the problem in a way that will allow a solution.”
- Bertrand Russell
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Information Design
PROPRIETARY & CONFIDENTIAL. © 2014 R/GA ALL RIGHTS RESERVED.
10.14.2014
IDEA STATEMENT. WHAT?
Articulates the essence, & value proposition of the solution in a succinct statement(s)
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Information Design
PROPRIETARY & CONFIDENTIAL. © 2014 R/GA ALL RIGHTS RESERVED.
10.14.2014
IDEA STATEMENT. WHY?
Articulates the essence, & value proposition of the solution in a succinct statement(s)
It lays the foundationIt filters every decision
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Information Design
PROPRIETARY & CONFIDENTIAL. © 2014 R/GA ALL RIGHTS RESERVED.
10.14.2014
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Information Design
PROPRIETARY & CONFIDENTIAL. © 2014 R/GA ALL RIGHTS RESERVED.
10.14.2014
“I want to design an app that allows me to....”
LETS GO BACK TO THE ‘IDEA’
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PROPRIETARY & CONFIDENTIAL. © 2014 R/GA ALL RIGHTS RESERVED.
10.14.2014
“Twitter is text based, Instagram is photo based, and Facebook is a mess”
“There is no easy way to share stories that have beautiful images, and text”
THAT’S NOT AN IDEA..
Pain Points
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Information Design
PROPRIETARY & CONFIDENTIAL. © 2014 R/GA ALL RIGHTS RESERVED.
10.14.2014
“I want to create a platform that allows people to easily create, publish, & explore stories.”
REFINED VISION STATEMENT
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PROPRIETARY & CONFIDENTIAL. © 2014 R/GA ALL RIGHTS RESERVED.
10.14.2014
LET’S UNPACK THIS
“I want to create a platform that allows people to easily create, publish, & explore stories.”
82% of smartphone users use it to take photos & 44% use it to record videos.
ExampleInsight
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Information Design
PROPRIETARY & CONFIDENTIAL. © 2014 R/GA ALL RIGHTS RESERVED.
10.14.2014
LET’S UNPACK THIS
“I want to create a platform that allows people to easily create, publish, & explore stories.”
82% of smartphone users use it to take photos & 44% use it to record videos.
Let’s use mobile as the primary platform!PrimaryPlatform
ExampleInsight
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Information Design
PROPRIETARY & CONFIDENTIAL. © 2014 R/GA ALL RIGHTS RESERVED.
10.14.2014
The Core
Idea Statement Key Journeys/Use Cases Core Feature Set High Level Sitemap
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Information Design
PROPRIETARY & CONFIDENTIAL. © 2014 R/GA ALL RIGHTS RESERVED.
10.14.2014
JOURNEYS, USE CASES. WHAT?
A series of steps that represent a scenario in which a typical user interacts with what you are designing
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Information Design
PROPRIETARY & CONFIDENTIAL. © 2014 R/GA ALL RIGHTS RESERVED.
10.14.2014
JOURNEYS, USE CASES. WHY?
A series of steps that represent a scenario in which a typical user interacts with what you are designing
Unpack your visionUnderstand user behavior
Identify high level functionalityDefine taxonomy
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PROPRIETARY & CONFIDENTIAL. © 2014 R/GA ALL RIGHTS RESERVED.
10.14.2014
StartSimple
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Information Design
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10.14.2014
UseStoryboards
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Information Design
PROPRIETARY & CONFIDENTIAL. © 2014 R/GA ALL RIGHTS RESERVED.
10.14.2014
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Information Design
PROPRIETARY & CONFIDENTIAL. © 2014 R/GA ALL RIGHTS RESERVED.
10.14.2014
The Core
Idea Statement Key Journeys/Use Cases Core Feature Set High Level Sitemap
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Information Design
PROPRIETARY & CONFIDENTIAL. © 2014 R/GA ALL RIGHTS RESERVED.
10.14.2014
SITEMAP. WHAT?
A way to structure and group related features and content that make up what you are designing
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Information Design
PROPRIETARY & CONFIDENTIAL. © 2014 R/GA ALL RIGHTS RESERVED.
10.14.2014
SITEMAP. WHY?
A way to structure and group related features and content that make up what you are designing
Show how the navigation should be structuredHelp identify where content will sit
Show the relationship between different sections
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Information Design
PROPRIETARY & CONFIDENTIAL. © 2014 R/GA ALL RIGHTS RESERVED.
10.14.2014
Simple Sitemap
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Information Design
PROPRIETARY & CONFIDENTIAL. © 2014 R/GA ALL RIGHTS RESERVED.
10.14.2014
Complex Sitemap
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Information Design
PROPRIETARY & CONFIDENTIAL. © 2014 R/GA ALL RIGHTS RESERVED.
10.14.2014
LET’S UNPACK OUR IDEA
“I want to create a platform that allows people to easily create, publish, & explore medium form stories.”
The app should allow users to easily create & publish stories.
The app should allow users to explore stories.
Key Use Cases
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Information Design
PROPRIETARY & CONFIDENTIAL. © 2014 R/GA ALL RIGHTS RESERVED.
10.14.2014
LET’S ADD SOME STRUCTURE
High LevelSitemap
HomeScreen
Explore Stories
StoryDetail
Create Stories
?
?
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Information Design
PROPRIETARY & CONFIDENTIAL. © 2014 R/GA ALL RIGHTS RESERVED.
10.14.2014
BRAINSTORM SOME FEATURES
Feature Set
Explore Stories
Create Stories
Using search?Should we have categories?Should they be tagged?Is there a feed?..??
Images, Video, Text?Linear flow?User Profiles?Templates?..??
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Information Design
PROPRIETARY & CONFIDENTIAL. © 2014 R/GA ALL RIGHTS RESERVED.
10.14.2014
REMEMBER
Think of everything, test all of it, cut most of it.
Simplify.
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Information Design
PROPRIETARY & CONFIDENTIAL. © 2014 R/GA ALL RIGHTS RESERVED.
10.14.2014
REFINE THE STRUCTURE
High LevelSitemap
HomeScreen
Explore Feed
StoryDetail
CategoryPage
Search Results
?
ExploreCategories
Search Stories
Create Stories
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Information Design
PROPRIETARY & CONFIDENTIAL. © 2014 R/GA ALL RIGHTS RESERVED.
10.14.2014
Global navigation v1!
FeedCategoriesCreate
Search
We will talk about rest of the page later
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Information Design
PROPRIETARY & CONFIDENTIAL. © 2014 R/GA ALL RIGHTS RESERVED.
10.14.2014
FURTHER READING
038
Information Design
PROPRIETARY & CONFIDENTIAL. © 2014 R/GA ALL RIGHTS RESERVED.
10.14.2014
Details, Details
Detailed Sitemap Content Maps Feature Lists Wires/Visuals
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Information Design
PROPRIETARY & CONFIDENTIAL. © 2014 R/GA ALL RIGHTS RESERVED.
10.14.2014
Delight
Motion Prototypes Micro Interactions
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Information Design
PROPRIETARY & CONFIDENTIAL. © 2014 R/GA ALL RIGHTS RESERVED.
10.14.2014
Connect theDots
Ecosystem Map Handoffs
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Information Design
PROPRIETARY & CONFIDENTIAL. © 2014 R/GA ALL RIGHTS RESERVED.
10.14.2014
THANKS!shashank.raval@rga.com
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