Session Title
$elling It: Delivering the Solution Marketplace
Presenter
Dante Murphy, Digitas
Session Type: Activity
Collaborative Design Techniques in Training and Promoting Design Strategy
Too often brilliant ideas informed by incisive research die on the vine because they are presented as documents rather than solutions. By presenting and promoting ideas as part of a “Solution Marketplace”, clients and stakeholders experience your process and see the value of your recommendations and designs.
This activity will featuring audience participation and role playing in real time, demonstrating how the same collaborative design techniques we use to develop our strategies and products can be used to ensure effective and committed adoption.
Techniques addressed will include:
• “speed dating”, a peer interview technique intended to build rapport among session participants and identify areas of interest and opportunity
• persona mapping, a way to introduce and validate the needs and values of the target audience
• tactical plots, which demonstrate the need for a plurality of tactics to work together in achieving strategic objectives
• conceptual games, which align participants with the vocabulary of their audience and of audience-aware design
• facilitated role play, a way to demonstrate tactics and guidelines in context
All participants will be furnished with a Solution Marketplace playbook and sample assets from the session.
Biography
Dante is the Vice President of User Experience for Digitas Health, the health agency of Digitas and a global leader in digital and healthcare communications. His responsibilities include experience strategies, ideation, design, testing, methodologies, and building a world-class multi-disciplinary design practice.
Dante was a session speaker at the Interaction ’09 and has also presented to audiences in New York, New Jersey, and Washington DC. He publishes a monthly blog called “Optimized Experience by Design” and currently has several book proposals in development.
3 Comments
This sounds awesome and exactly the type of second wave UX skills we need to be developing. Good luck Dante!
@tyeshasnow
Very interesting combination of techniques. Cannot wait to use them in my projects!
The description of this session makes it sound very useful. Often times the value that a designer can bring does come through in the interaction we have with our clients and co-workers. I look forward to participating in this session.