Yeah, I Know...Right?I don’t think that the guy from Finland who designed

this slide ever read my article...

Anyway...Hi. I’m Tim.

Twitter@nanotim

Experience Design Why Pages are the Last Things

You Need To Worry About

or...

How I Learned to Keep Jakob on the ShelfUntil I’m Designing a Page

So...It’s Three ThingsIt’s Always 2, 3, or 5 Things...Right?

FirstDesign Experiences - Not Pages

SecondGrow Organically

ThirdDesign Inside Out

PagesThe Old Building Blocks

People Aren’t Looking for PagesThey Want Answers

The Experience of Finding Digital Brings Drastic Changes to the Role of an Index

Outdoor D

isplay

Text Message

View Em

ail

Microsite Visit

Magazine Ad Im

pression

View YouTube Video

Registration on M

icrosite

Share Video with Friends

View YouTube Video

Watch Show

Gather O

nline Clue

dropped in Show

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Search Was KingBecause Attribution Has Been Going to Last Click

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Real Behavior is MessyMapping a Series of Interactions

So...Let’s Design Experiences Behavior cannot be modeled in a Site Map

We Can Design ExperiencesAnd...then a Site Map

Audience Situation Questions

Sto

ryb

oa

rdU

ser

Acti

on

Co

nte

nt

Avail

ab

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Audience + Situation

Situation:

The Gamer Seeker is already

familiar with the G4TV.com

site.

He is stuck on the 5th level of

Warhammer 2 for Xbox, but

can’t seem to get pass

the Ogre.

He knows he can go to

G4TV.com’s site to find out

cheats from others around

the community.

The Gamer Seeker

I can’t get pass level 5! Can I find it on

G4TV.com?

Great. There are results for Warhammer 2.

I wonder how many there are?

Okay. There are quite a few results. How

can I find my specific result?

I wonder what everyone else is saying

about Warhammer 2?

Wow! There is a huge community of

Warhammer 2 fans...I wonder what the top

gamer has to say?

Video Clips

News & Reviews

UGC

Cheat Database

UGC Cheats

Cheat Database

UGC Cheats

G4TV. Provided my cheat..and more!

The Gamer enters the

Homepage via a bookmark

that they have set previously.

They select “Cheats” under

the Game Menu.

Great. I can filter down to just level 5

results, read, and copy the cheat code.

Homepage Cheats Index Page

The gamer lands on the Cheat

index page where they are able to

filter their results by “Platform”

and “Genre” and finally “Title.

"They go through the alphabetical

index results and select

Warhammer 2

Cheats Index Page

The page rebuilds with a list of

Warhammer 2 cheats, as well as

related information. They are able

to filter to level specific cheats.

After finding and reading through

the cheat, hey notice that there is a

community of other Warhammer 2

Gamers.

TO UGC BLOG

The gamer lands on the User

Game Detail page. It is built to

have focus on all things

Warhammer 2. The Gamer

wants read the top blog post.

Game Detail Page

Okay. I notice there is a category for

Warhammer 2. I wonder how many entries

there are?

I want to read the top blog entry

Complete. There is a variety of WH2

Community content to choose from.

I now have 237 results.

Video Clips

News & Reviews

UGC

Start with StoriesLo-fi UI’s + Narrative FTW

Home

Products Landing

Communities

Support Landing

About Intel Landing

Product Category Landing

Product Family Landing

Language

Predictive Search UI

Search

Download Item

Support Article

Grant DetailGrants and Programs

Technologies

Reseller Program Landing

Product Nav

1

2

3

4

5

6

7

8

9

10

11

12

13

Corporate Leadership Leadership Profile

Sales Guide

Embedded Community Landing

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IT Manager Needs Turbo Memory Driver

Active Pragmatist Wonders What “Intel Inside” Means

Active Pragmatist Looks for Dell Support

Intel Tells a Unified Product Family Story

Academic Researcher Look for Funding

Hardware Designer Chooses a Processor for BOM

Tech Setter Compares and Prices Core i7 Desktop Processor

Brazilian Consultant Changes Country Selection

IT Manager Researches Intel and AMD Based Notebooks

Unregistered System Integrator Needs Motherboard Specifications

Industry Analyst Preps for Interview

Sales & Marketing Influencer Needs Marketing Info

Hardware Designer Connects with Other Designers

Experiences AggregateStories Combine to Show System Structure

In ReviewDesign Experiences - Not Pages

In Review

People Are Looking for Answers + Entertainment

People Aren’t Looking for Pages

Design the Experience, Then Design the Site Map

Compile Stories to Describe the System

Part 2Die, Enterprise, Die

Innovate, Then IntegrateDesign What You’re Going to Design

Are Those Requirements?Or, Are You Just Happy to See Me?

Who’s Designing Here, Anyway?The Solution Is The Design

Design is Thinking, Made Visual- Saul Bass

A Word on UX + CreativeHow to Design Together

UX RolesAnalyze the Challenge, State the Insight,

Connect the Solution

UX RolesUnderstand Relationships Between Brand, Product,

+ People

UX RolesFight for the User

Creative RolesEvoke Visceral Reactions

Creative RolesMake People Feel an Idea

Creative RolesVisualize Thinking

Comfortable ChaosThe Best We Can Hope For, Sometimes...

In ReviewGrow Organically

In Review

Innovate, Then Integrate

Enterprise Will Not Innovate by Nature

Requirements Are Not the Design

Strive for Comfortable Chaos with Creative

Part 3Design Inside Out + Outside In

The Real WorldUnstructured Data

Semantic StructuresEven Indexed Information Is Not Optimal

Bottom-Up TaggingLimited by Quantity of Topics + Differences in Usage

Why Design Ontology?Multiple Concepts of Meaning for Organizing Content

What Does It All Mean?We Must Swing Both Ways

Create the ExperienceProvide the Context + Container

What Is the Experience?What Does the Brand Do? What Do People Do?

Create the ContainersWhat’s the Context? Where Does This Happen?

In ReviewDesign Inside Out

In Review

Semantic = Strong Identifiers, Simpler Experiences

The Best Index Still Yields a List

Ontology = Good for Growing Structures

Ontology != Silver Bullet

Design the Heart of the Experience + Page/Context

Thanks, a lot...Please reach out

Tim RichardsDirector, User Experience

Razorfishtim@exfoo.com

More at: feed.razorfish.com

CreditsPhotos + Work

Slide 4, Tim @ LA UX Party: Jeff MercadoSlide 7, 3 Things: http://www.flickr.com/photos/visbeek/2284023857/

Slide 8, I’ve Got a Bad Feeling About This: http://www.flickr.com/photos/texmetz/2925660924/Slide 9, Leave The Desk...: http://www.flickr.com/photos/monkfish44/2926711594/

Slide 10, What Is It, Sir?: http://www.flickr.com/photos/monkfish44/3266299770/Slide 26, PlayBill “One, Two, Three”: http://www.idave.com

Slide 41, Ontology Diagram: Rich KeevesSlide 42, Basil Exposition, Austin Powers: http://www.imdb.de/media/rm789813248/ch0002431

Slide 43, First Month! 02: http://www.flickr.com/photos/carpintinha/3016009302/Slide 44-45, G4 Sketches: Darren Wong