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Designing design thinking driven operations
I blog about strategic and tactical service design and management.<br><br>Trying to explore how service design practices develop.<br><br>With a focus in developing strong conceptual work, supporting design decisions on research and enabling readers to create conversations with clients, colleagues and customers.<br><br>I also aim to support senior managers and professionals to reflect and improve their practices.
Curated by Fred Zimny
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Seth Godin on Art, Making a Difference, Settling for Less - HOW Design

Seth Godin on Art, Making a Difference, Settling for Less - HOW Design | Designing design thinking driven operations | Scoop.it
HOW Design Live 2014 speaker Seth Godin writes in "The Icarus Deception" that creativity, seeing connections between disconnected things and recognizing novelty are keys to success in the new economy.

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Martin (Marty) Smith's curator insight, December 28, 2013 11:50 PM

How Design's take on Seth's latest book, Icarus Deception, is fascinating and focused on the creatives they serve. 

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Cause Marketing And Emotional Design

Cause Marketing And Emotional Design | Designing design thinking driven operations | Scoop.it

Doing good is increasingly the right thing to do and that is the good news. The bad news is many companies are jumping off the "cause marketing" ledge like so many lemmings. 

This new website explains how to embed cause marketing into design, sales and marketing in order to enrich all.  

Steal emotional storytelling tips from these top 10 charities ($ is expenses and use as a model gauge):  


1. American Red Cross $3,329,153,7072
2. Feeding America $1,559,486,3353
3. Smithsonian Instiute $1,101,404,2234
4. World Vision $1,078,549,1555
5. Dana-Faber Cancer Institute $965,097,7186
6. Food For The Poor $950,853,3607
7. American Cancer Society $943,813,2978
8. City of Hope $898,752,8669
9. St. Jude $896,335,00610
10. Nature Convervancy $756,406


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20 Web Design Trends In 2013 From Responsive To Storytelling

20 Web Design Trends In 2013 From Responsive To Storytelling | Designing design thinking driven operations | Scoop.it
Predicting the future is tough, but with the fast-moving nature of the web, it’s good to know what lies ahead. Craig Grannell talks to top industry figures about the web design trends you should be mindful of over the coming 12 months.

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Martin (Marty) Smith's curator insight, September 22, 2013 6:51 PM

Web design is changing fast and here are 20 trends we've seen this year.

Raquel Oliveira's curator insight, September 24, 2013 4:54 PM

2 lovely subjects: Web designer and storytelling !

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Why You Need User Experience Thinking - Kluge Interactive

Why You Need User Experience Thinking - Kluge Interactive | Designing design thinking driven operations | Scoop.it

My friend Dean Peters is right. YOU may have been your website's users at some distant point. Not so much now. Internet marketing teams look at their creation constantly. 

Let's call the resulting "snow blindness" Internet marketing blindness because the closer a team is to a website the less they see or can see. Great Tweet from IM Guru @DeanPeters.  

 

Here is Dean's note from LinkedIn: 

"*Why Do You Need #UserExperience Thinking* ? Because You are not your Users, and I quote: "Many people think they know their customer. Often, they don’t. In the User Experience (UX) Community, we are fond of saying ' _you are not your user_ .' Repeat that mantra over and over until you live it..

Be sure to follow Dean on Twitter. One of those rare people who every time you interact with him you LEARN something. M  


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Birth of the Cool: 2012 UI, UX Design Trends

Birth of the Cool: 2012 UI, UX Design Trends | Designing design thinking driven operations | Scoop.it

User Experience UX Software Design 2013 Trends. Agree, big 2013 design trends include:

* Visual Marketing & Design Simplicity (lean content, lots of Infographics and other data visualizations).

* Content Marketing heavily influenced by mobile first and mobile's content constraints (speed, small, UI).

 

Would add bubbles about the size of "mobile first" for:
* Predictive Analytics.

* Real Time "read the cookie, fire the design" triggers.

* Move to branching business logic controlling design elements.

 

I may be the only champion of the freedom from design boxes movement. I just don't see UX and design functioning in such limited ways for much longer. Design is most impactful when it is relevant and we have enough persona and behavior information to "read the cookie, fire the design" now. 

Why aren't we?

I saw this same problem with the move from A/B to multivariate testing. MVP testing puts such a load on shifting THINKING and creative that adoption was slow. AI-like web design has the same problem. Once you create a branching path algorithm based on personas and behaviors you need LOTS of creative to support the move.  


Oh, this isn't the ONLY time I've been up on a soapbox all by my lonesome.  



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8 UI, UX Tips For Amazing Software or Website Development

8 UI, UX Tips For Amazing Software or Website Development | Designing design thinking driven operations | Scoop.it
UI & UX are key factors that influence on user behavior. UI & UX solutions can lead to a successful tandem between software development and end-usage experience.

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Martin (Marty) Smith's curator insight, March 19, 2013 4:38 PM

Design Tips
These tips rock. Very specific and several are new to me. For example, despite my Director of Ecommerce roots I did not know that 40% of purchases on an ecommerce website are impulse buys. These tips help you maximize the impulse and convert visitors to buyers and advocates.

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Want To Make MILLIONS Online? Use Images Like This In Your Website Designs

Want To Make MILLIONS Online? Use Images Like This In Your Website Designs | Designing design thinking driven operations | Scoop.it
They say a picture is worth a thousand words. True or not, images are an important part of any website we create. Since it is so easy to embed an image in a website (even the process of creating your

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Robin Good's curator insight, March 6, 2013 5:40 AM


If you want to learn how to use images effectively inside your website or blog here is a truly excellent guide by Chistian Vasile on 1WD.


In the guide you will find rational and fact-supported advice on how to choose, place and test image use inside web-based content as well as lots of extremely relevant examples of effective image use online.


From the original article: "...if you manage to find the right pictures and insert them in the right places, they can do wonders for you, as they did for some others."


Well written. Informative. Resourceful. 8/10


Full guide: http://www.1stwebdesigner.com/design/images-on-web-design-usability-guide/



Martin (Marty) Smith's curator insight, March 9, 2013 2:54 PM

Confessions of A Director of Ecommerce
I've spent the last few years trying to share as many "secrets" as I learned as a Director of Ecommerce. I don't run an ecommerce website anymore so can afford to be generous (lol). 

One of my pet peeves was directing the eye sight line of people in our images. I wanted the eyes pointed at something that mattered. People follow the eye line of those they are looking at. We had three tactics:

1. Gaze straight at visitor - promotes engagement.

2. Gaze directly at a Call To Action - promotes clicks.

3. Gaze at other people in same picture - promotes connection.

 

 We used #1 for pages with broad reach such as our homepage and category top-level pages. 

We used #2 in 4Q on the home page and bending the sight lines of any people in images on a product page works well (our product pages tended to make the PRODUCTS the heroes so few people). 

We used #3 when connection was one of the benefits of a product. If you sell wine, travel or family cars you may want to have pictures of people looking at each other. I would never ONLY have this picture on a webpage since it can make the viewer feel left out. 

The natural companion to the "connection" picture is a picture of a single person gazing out at the viewer. This says, "Yes, we see you, value your visit and want to be friends". 


Websites communicate SO MUCH in covert ways. Balancing what you say with one image such as the people looking at each other with another image to promote engagement is the game you play, the inside baseball "secrets" that separate teams capable of making millions in profits online from those who won't and wonder why :).M 

 

Peter Zalman's curator insight, March 10, 2013 8:06 AM

#cro

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Web design trends for 2014 | Infographic + @ScentTrail Trend Predictions

Web design trends for 2014 | Infographic + @ScentTrail Trend Predictions | Designing design thinking driven operations | Scoop.it

What do we predict will be the web design trends in 2014? Here is an infographic with our predictions

Marty Note
Here are my thoughts on web design in 2014.

1. Code Free = Disagree, not in 2014, I have tried Webydo and it is as hard to master as code so why bother, until there is a tool that is EASIER than code we will continue to code.

2. More CMS based site - Agree and this is another way of saying more blogs acting like websites. Good idea to read my Websites vs. Blog post on Curatti.com earlier in the week to know how to keep the things that matter from a "website" as your blog fills both shoes: Websites vs. Blogs Which One Is Better and Why http://curatti.com/websites-vs-blogs/ .

3. Single Page Sites - Disagree - I GUESS you could have a robust enough social presence that a single page site would be fine, but you give up a lot and you are asking a single page to accomplish a lot. Google doesn't rank websites they rank web pages, so pagespread (# of pages in Google) can help build traffic via SEO (that is left of it anyway).

A single page website is only viable for strong mobile or social players and somewhere there has to be an engine generating NEW out into the world. If you use a single page, push NEW out and then wipe it clean that is simply CRAZY with the way traffic is parsed and how we gain authority today. Oprah could have a single page site, how an average website could achieve all that is needed with a single page is beyond me.

4. Interactive Infographics - Agree with this one. The Infographic has legs, or should say the idea of visualizing content has legs. The infographic is an expression of a larger movement - our desire to understand things FAST.

Other 2014 Web Design Trends I see include:

* Lean Design - This movement plays off of #4 and the strength of the marketing visualization movement. Creating more understanding faster is a trending trend.

* Social Net Tapestry - Website designs MUST be social and agnostic about social nets. Including Facebook, Twitter, GPlus, YouTube, Scoop.it, StumbleUpon and 10 more I can't think of right now in ways that make sharing easy, rewarding and not overwhelming is a trend no one has figured out all that well yet, but we will begin to see novel ideas that build on the social media  "widget" idea in 2014 (only much better let's hope).

* Content Curation - we must build websites in 2014 that are focused on KEY CONVERSATIONS and become agnostic about where those conversations happen. Own the conversation, own the traffic.


Curating content INTO a website (or blog) is an important trend no one has quite figured out yet either. Start with traditional ORM (Online Reputation Management) tools. Use ORM to crack some APIs so when something relevant happens to your company, brands or products out there in social media's north forty you

  1. Know about it.
  2. Filter it into your content by having ways (filters) to attach curated content into existing themes. 
  3. Gamify contributors so reward is generous, immediate and competitive.


* Appification of Everything - the Mobile Revolution is not about the phone. It is about redesigning our THINKING about how information creates interaction, engagement and conversion (so a small thing lol). Thinking of everything we do online as an app we will be improving is a very "Mobile First" way to think. Those who understand the "Appification" of everything will win BIG as the rest of the world catches up in 2014.

* Gamification - If your website design doesn't find ways to profile, reward and share (curate) content from contributors you will fall hopelessly behind in 2014. The social web is here, despite few understanding the breadth of that that means, and websites need to promote an ever increasing amount of User Generated Content (UGC). Best way to do that is by using game theory to create web design.

 


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Designing For WHAT IF: Why Website Designers Are About TO DESIGN LESS

Designing For WHAT IF: Why Website Designers Are About TO DESIGN LESS | Designing design thinking driven operations | Scoop.it

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Martin (Marty) Smith's curator insight, October 14, 2013 9:18 PM

Working on http://www.curecancerstarter.org has been a lesson in web 3.0. Not QUITE here yet but BIG hints of What's Next include:

* The Cloud changes what and how we store.
* When you change what we store you change information architecture.
* You can see the beginning of "appification" of everything (smaller amounts of code executed faster and then updated frequently).
* Websites are becoming contingent on two THEMS (visitors and users of the Content Management System backend).

This last bullet is where the real design revolution lives. Once we design "what if, then..." contingent frameworks based on the needs of visitors (fully modeled based on personas and segments) and those using the CMS we've built we are DESIGNING less and THINKING more.

Each time we've placed limits on how our CMS will be used we've seen the need for LESS structure and more freedom. The logic of WHAT IT, THEN.... dictates a different approach to "designing a website".

This new approach will be less DESIGN and more flexibility, frameworks and user controlled functionality. Web designers, and this is not a new idea from me LOL, are becoming more like video game designers creating environments and contingent presentations.

So prepare to DESIGN less and LISTEN more as you use the new tools of web 3.0 to think in terms of contingencies and environments.

 

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Future Of Web Design 2

Future Of Web Design 2 | Designing design thinking driven operations | Scoop.it

Web 3.0's Whaam!
Just as Roy Lichtenstein’s Whaam! 1963 seemed to blow abstract painting off the walls web 3.0 will change everything we call "website design". After creating The Future of Web Design #1 (http://sco.lt/7r6zkf) Haiku Deck I realized some shots were fired but not enough.

Web 3.0 powered by a ubiquitous web for people and things with semantic intelligence changes how we create websites and Internet marketing. Math will be a future web designer’s friend. 

Websites will float based on predictive analytics and real time behavior. Behavior responded to with tested creative designed for personas and segments to CONVERT is more Google-like than anything web designers create now.

David Merrill's siftables are the best demonstration of how content will become intelligently self aware AND agnostic to the kind of hubificaiton web designers practice now.

http://youtu.be/JP0w9lZoLwU Siftables

Hubificaiton is about bringing THEM to US. APP-ificaiton is about creating agnostic widgets. Widgets easily placed anywhere (as Amazon's mini-cart widget demonstrates here: http://sco.lt/4iahNZ).

Web 3.0's mobile ubiquitous web will reverse hubification's emphasis on traffic density (bring visitors into a hub). Distinctions will change too. THEM and US will fade in favor of relevant experience in a commons. 

In this context CONVERSION becomes an extension of an experience instead of the other way around. We rarely shop / search for things merely for the pleasure of the search.

 

We may start with one goal in mind and end up achieving a different set of goals, goals created on the fly in real time based on how the web responds to our journey, but our process feels like US.

Predictive analytics, personas, segments and an increasing amount of tested creative controlled by math means our unique feeling of US or ME may continue to exist, but THEIR sense of our next behavior make this feeling a distinction without a difference. 

If you fit a persona, that persona predicts what relevant content you need when the feeling of having Big Brother on your shoulder could be overwhelming. Mutual benefit is why consumers won't revolt.

When websites convert 40% of their traffic, as Schwan's does now, their efficiency trumps density. Efficiency trumping density describes Web 3.0 perfectly.  


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Gamification - Designing for Engagement

Gamification is fundamentally rewriting the rules of engagement and design. We can leverage its techniques to create unprecedented connections with our customer

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Martin (Marty) Smith's curator insight, June 1, 2013 8:12 AM

Building Engagement In

There are ways to BUILD engagement into a website's design. Here are three secrets to promote engagement not included in this excellent Slideshare:

* Place Email Subscription High Up and Prominent. 
* Include curated User Generated Content on every page.

* Create CTAs with CONTRAST.

 

Email Subscriptions
When your "Subscribe To Our Email List" Call to Action is high on the page in a Can't Miss It spot you communicate a clear "we want YOU" signal. 

UGC Everywhere
When you curate User Generated Content to your site you communicate how well you listen and care for community members. The website isn't all about YOU and what you think the inclusion of UGC says.

 

CTAs
I see to very common mistakes in websites I'm asked to review as Director of Marketing for Atlantic BT in Raleigh (http://www.atlanticbt.com ): NO CTAs or poorly contrasted CTAs. I PREFER CTAs to be buttons and usually test red, orange or green (depending on the background color). I'm convinced there is no ONE magic CTA color but the contrast is what makes a Call To Action helpful or not, clicked on or not, converting or not.  

Michael Allenberg's curator insight, June 2, 2013 7:17 AM

Engaging and experience should always go hand-in-hand, regardless of the implementation.

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Personas vs. Customer Stories In Website Development

Personas vs. Customer Stories In Website Development | Designing design thinking driven operations | Scoop.it

Stories vs. Personas

Sarah Doodley (@sarahdoody.) explores the difference between user stories and personas. She correctly identifies the problem with personas is they can be poorly crafted and so become caricatures of themselves.

Atlanticbt.com where I am the Marketing Director uses Agile project development. Agile always starts with customer stories. Those stories provide the functional needs we program to in a series of "sprints". Sprints are usually one week long and represent a desire to get something in the customer's hands as quickly as possible.

 
Sarah's piece is an excellent summary of the importance of user stories, how to accurately collect and use the.


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Karen Dietz's curator insight, April 4, 2013 11:36 AM

I agree with the comments above and whole-heartedly endorse the use of personas in business. But unlike the article I think that personas do have a place in business -- if done right. Now that's the trick.


Let's take a page from the world of writing: no well developed characters, no story. "What," you say???!!


Yep, plot is important. But the secret to great storytelling is good character development. Know your characters and the plot unfolds. Know your customers stories and your business plot unfolds.


For example -- Hollywood crafts most of its films these days around a boilerplate plot filled with special effects. Love the special effects. But the plot and characters? Same old same old and mostly boring.


Unfortunately today, most of the biz story articles focus on structure. It's rare to come upon an article focusing on character development like this one does in ways that directly connects its importance to the biz world.


The more you know about your customers, and can craft personas based on good character development skills, the better off you will be. The author of the article suggests forgetting personas and just focusing on your customer stories. Do both actually -- they are important. 


Customer stories give great insights into needs. Personas represent the emotional core of your customers. Two sides of the same coin.


Make sure you read the article so you'll know a bit more about how to gather your customer stories. From there you can craft your personas so they are meaningful and help you generate the results you are looking for.


Crafting personas and developing characters requires excellent listening skills -- not just to understand, but to listen for needs. That means developing empathic listening skills. Search this curation using the 'listening' tag in the filters tab above to get solid articles on how to do this.


Thanks for finding and sharing this Marty and Gregg!


This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it 

malek's curator insight, April 4, 2013 7:16 PM

so true"t's rare to come upon an article focusing on character development"

Karen Dietz's comment, April 21, 2013 1:46 PM
So true Malek and Marty. Thanks for rescooping :)
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The Role of DESIGNER In A Time of BIG DATA

The Role of DESIGNER In A Time of BIG DATA | Designing design thinking driven operations | Scoop.it
What's the role of designers in the age of big data?

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Martin (Marty) Smith's curator insight, March 14, 2013 7:13 PM

Great wandering post about our increasing dependence on those who can organize, visualize and present DATA so we may ACT. The other clear idea is how the very definition of "designer" is changing from a static role to a more universal guide.


Designers should be involved in every business process since their art is making it easier for others to engage, share and spreacd. Engage, share and spread is a pretty good summary of what Internet marketing is now.