Digital Project Management Summit Notes

Jared Ponchot


Designing on Purpose: Design Process & Deliverables in the Responsive Age

  • Design is about
    • Purpose and not preference
    • Priority not placement
    • Systems not beautifully mocked up pages
  • Discover Design Develop Deploy – the traditional design process
    • Alliterative and easy to sell
    • Familiar (done by manufacturers for years)
    • Division of labor
      • Traditionally, scale by making niche-based silos bigger
      • Responsive makes design and front end silos jobs bigger; takes more time; can’t just be done with more people
  • 2 Principles
    • Keep everyone focused on purpose and content – not process or deliverables
    • Create lighter weight, living deliverables
      • Avoid the big reveal
      • Goes back to Zeldman talk and shipping then gathering feedback
  • Focus on purpose, content and style (see image)
    • Purpose
      • Design is problem discovery and problem solving
      • Ask the right question
      • Frame the question
      • Ask why the client has come to a certain conclusion/solution (“What will that get you?”)
      • Tesco South Korea example -not how to make store shopping faster but where are customers wasting time
      • Context and relationship – where you are when you ask the question is important (Swiffer)
      • Have a Purpose Statement (see image)
    • Content
      • Focus on priority and not position (see above)
      • Designing with content and hierarchy
        • Content model (see Rachel Lovinger ALA article)
          • Types of content, attributes of those types, relationships between them
            • Gets client involved and drives both design and development
        • Display model
          • Types of displays, Discrete components of those types, the hierarchy of those components
            • Clients focus on priority
          • Content types, listings, top level pages
    • Style
      • Avoid just capturing personal preferences:
        • Don’t begin conversation with style; purpose comes first (ask “What would that get you?”)
        • Seek evaluation, not creation (when asking questions)
          • Don’t ask for desired look and feel
          • Create a list of words (not necessarily design words but feeling words) and have client prioritize
        • Embrace metaphor – (ex: if your brand could hire a celebrity spokesperson who would that be?)
        • Verbal language then visual language (use style tiles)

Back to Digital Project Management Summit