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Designing From the Ground Up31:09 with Jon Setzen
As designers we generally cannot wait to throw ourselves headfirst into projects, to start sketching, thinking about colors, and imagining user flows. It’s important to put on the brakes and step back from the project to address the problems you’ll be solving. At the end of the day, great design is solving problems elegantly and simply. How will you work with your teams and/or clients to make your products and/or services standout and be successful. From creating a future vision for your brands to crafting a compelling and emotive product story, this intensive workshop explores a series of exercises that are essential to a calculated creative process. Join me for a day full of collaborative, creative, and hands-on exercises that you can take back to your clients and your teams.
I wanna show you this website, and this is 0:02 a place called the New England Soup Company in Salem. 0:04 And this was posted on Dan's cedar home site. 0:07 Dan created dribble and his website's called simple bits, and 0:09 he wrote this beautiful, beautiful thing about this website in particular. 0:13 He said, this is my favorite website. 0:17 I visit it almost every day. 0:19 It's not responsive. 0:20 It's not optimized for iPhone. 0:21 It looks blurry on a retina display. 0:23 It doesn't us the latest HNL 5 or CSS3 framework. 0:24 The fonts are nothing special. 0:28 It is neither skeuomorphic nor flat. 0:29 It doesn't have an API or VC funding. 0:31 It hasn't been featured on a prominent tech blog or won an award. 0:33 It tells me the soups of the day. 0:36 And he concludes by saying, freely distributing information that's 0:38 relevant to the person reading it, that's web design. 0:42 And, and that's really it. 0:45 You know, it's all about that. 0:47 That's why I got into this. 0:49 It's probably why a lot of you got into this, right? 0:50 And content is vast, it can mean so many different things. 0:52 There's another great, great quote from Aminish Koushak that says, Content 0:56 is adding, is anything that adds value to the reader's life. 1:00 It can add value by making them smarter, making them laugh, making them do their 1:02 job better, rush to their child to share the video, make a contribution to charity. 1:05 And that's really what we're doing. 1:10 And content comes in so many different shapes and sizes 1:12 now, from tweets to videos, to infographics to blog posts. 1:15 And really good content makes us feel something, connects with our emotions, 1:19 it resonates with us, and we don't even have to fully understand it. 1:23 I wanna show you one of my favorite commercials 1:26 ever and this is for it was for Nike 1:29 for the French national soccer team after the 2010 1:34 World Cup when they didn't win a single match. 1:36 They went home in shame. 1:39 They were caught on camera fighting with each other. 1:40 They had to go in front of the Prime Minister. 1:42 And this is a beautiful example of 1:44 cinematography, music, powerful voice over that's in 1:47 French, so I didn't even understand it, but it really, really connected with me. 1:52 It's beautiful. 1:56 It's emotional. 1:57 It's powerful. 1:57 It's about a minute long. 1:58 [FOREIGN]. 2:02 [NOISE] I think it's just really a phenomenal ad. 2:46 And good contends, content makes us part of something. 2:48 When this, when those chairs stand up and the crowd stands up. 2:51 We stand up. 2:54 There's that moment of anticipation, and it's beautiful film making right? 2:54 And we do a lot for the content that we want. 2:59 Right? 3:01 If we think about it in a larger, in a larger realm if we get offline. 3:02 Right? 3:06 We go to shows surrounded by thousands of people, holding up 3:06 their iPhones and their all sweaty, you know to see bands. 3:09 We when I lived in, in Brooklyn we use to take the subway on the weekend, 3:12 with this kind of stuff, with our kid in a stroller, to go to a museum. 3:17 And it was brutal but we did it, cuz we wanted that, right? 3:21 We traveled the world to experience the 3:24 content of foreign lands, and some people, not 3:25 me, but people in LA, where I'm from, stood in line for hours to go 3:29 to a place called Dumb Starbucks, to 3:33 just experience it, even though they were paying, 3:35 they were buying coffee from a grocery store 3:37 that was being filtered four times as much. 3:40 So, we do a lot for this content, and so, where do you get your content? 3:42 There's so many different places, when we think about the online space, right? 3:47 News is a good example. 3:51 Where do you go to get your news and why do you go there? 3:53 Do you go there because you like the design? 3:55 The layout? 3:57 Maybe it's a certain political voice? 3:57 Or maybe just choose the one with the least ads? 3:59 How do you, if you run a news site, differentiate? 4:02 And when it comes to buying products it really 4:05 comes down to, like, service and experience now a days. 4:07 Like, Zappos may be a little bit more expensive than Adidas or other 4:10 sites or maybe its cheaper, but there 4:15 service is so great that they've differentiated. 4:16 They've created a fantastic experience. 4:19 So, I wanna talk about creating experience and 4:20 the unique story of your con, of your content. 4:23 You know, as designers we tend to jump into things head first. 4:27 We go right into the logos and the 4:30 palettes and all that stuff, and we really need 4:31 to step back and understand what we're doing, why 4:33 we're doing it and who we're doing it for. 4:35 And the good news is that you get to create the audience you want. 4:37 And if you're working for someone, a client or a boss, and they tell you. 4:42 but, you're designing for everyone. 4:47 Actually I really wouldn't, don't quit your job. 4:50 But but that, that is an impossible task you 4:53 know, even a company like Apple doesn't design for everyone. 4:56 So I wanna talk about music, and there are few 4:59 things in our lives that more universally loved than music. 5:03 We all have that favorite song. 5:06 We all remember moments of our lives that are intrinsically tied to music. 5:09 And nowadays we can get a song in so many different places and online, right? 5:13 And it's the same length, it sounds the same usually no difference. 5:19 So how do you differentiate as an online music service. 5:23 And so, before we talk about that, I wanna step back in time, 5:28 to this place and this is a, this is called a record store. 5:32 And this is where people used to go to buy music. 5:36 If you're like, close to 40 like me. 5:40 And this is Amoeba Records in Los Angeles. 5:42 Which is arguably the best record store in the world. 5:45 And there's in SF and there's one in Berkeley. 5:48 And when I was in high school, I used to spend every 5:51 weekend of my high school life going to Amoeba Records with friends. 5:54 And we'd get in the car, and we'd put in a mix tape. 5:57 And we'd talk about the music that we were gonna buy while we were listening to. 5:59 We'd go to the store and we'd just, sit there flipping through crates and you'd 6:02 pull out a record that's like a Smokey Robinson record you didn't know existed or 6:05 you know, you'd pull out some record and you would show it to your friend 6:09 and be like this is like Equine the Bunnyman, but if it sounded like this. 6:12 And it was this beautiful experience that you had that was all about discovery. 6:17 And this is the cover of DJ Shadow's Introducing. 6:22 Which is one of the most famous crate 6:25 digging pictures, and it pains me like deep down 6:27 in my soul that, I think my kids will 6:29 never experience what it's really like to do this. 6:31 Which was like this surprising delight of going into a store. 6:34 And we'd go to people's houses. 6:37 And they, we were envious of these walls of vinyl. 6:39 You know, that this and this immediate visual connection 6:42 with the Cole Train record or something like that. 6:44 And mixtapes, I believe we're really like 6:47 that, probably the first form of social sharing. 6:50 And we used to get music and it was this 6:54 art to create mixed tapes and share it with our friends,. 6:57 And then this happened. 7:00 Right? 7:03 And this is Napster. 7:03 And if you remember using Napster, if you ever did, 7:05 it was horrific, and it was brilliant at the same time. 7:08 So this is Metallica's And Justice For All album on Napster. 7:12 And when I think of that album, I think about this and this cover that scared me 7:19 and these guys that had this art work on the back of their jean jacket 7:26 that you'd walk in a record store and you'd be holding a Morrisy album and you 7:31 thought these guys were gonna kick your ass 7:34 and people loved this and they connected with it. 7:37 People get this tattooed all over their 7:39 body go online and search Metallica tattoo. 7:40 And there's this connection that people have, with the visual side of music that I 7:43 just don't think happens here, that eventually, sort 7:48 of became this and you know, Spotify is 7:52 an amazing service and when it first came to the States, I went on there and 7:55 it was really amazing to find all this stuff but it was like a forced discovery. 7:59 I was just searching compiling. 8:05 And I thought about it, and this is the arcade fire's album discography. 8:08 Two different ways. 8:14 Written as words and shown as album covers. 8:15 And I can see that covered for funeral and I remember being 8:19 in a street in, in a record store on Bleeker street buying this. 8:22 And what it meant to me what it felt like. 8:25 And that's really one of the reasons why I love 8:27 using Rdio and I've used Rdio for a long time. 8:30 And I'm not endorsed by them or anything 8:33 but I think they've done something really phenomenal. 8:35 First of all, I think they've made their service more about discovery 8:39 than just listening to music and they've also given me this, this bizarre 8:44 feeling that when I go to their site, it is reminiscent of what 8:48 it use to be like to go to a record store with friends. 8:51 When I log in, I see what everyone I know is listening to. 8:55 There's these endorsements like I know my friend Bobby's got 8:58 great taste in music, so, I'll go and check that out. 9:01 And I can go to his collection. 9:04 I can see everything he has. 9:05 And this content is really the story of him. 9:07 I can add stuff easily. 9:10 It's like borrowing a record from a friend. 9:11 And you can really share, albums with people in the same way that they used to. 9:14 My friend [UNKNOWN] sent me this and said, I love this perhaps a little 9:18 more than I should, and I'm on the fence as to whether you'll dig. 9:21 We'll see. 9:24 A Swedish female teenage fan club, perhaps. 9:25 And this is like this weird sort of way 9:28 that music geeks used to talk to each other. 9:31 And I think that message diversity is really, really, really 9:34 important, as opposed to just getting people to like stuff. 9:37 And I'll talk about that a little bit more. 9:40 And I think the Rdio guys are thinking about how people 9:42 that used to be music geeks, that are music geeks discover music. 9:45 Nowadays, we're discovering it with things like Shazam, so 9:48 anything I add to Shazam shows up in Rdio. 9:51 They're really thinking about who the user is. 9:53 And it makes me feel like these guys are music geeks as well and 9:55 so, I think they've done an amazing 9:59 job thinking really about who their audience is. 10:01 I wanna shift gears a little bit and I wanna talk about some of the 10:05 work that I've been doing with my team at Media Temple the last couple of years. 10:10 And it's really been an amazing fun chaotic journey. 10:14 Media Temple has been around for about 15 years. 10:22 There web post it's generally been the host 10:26 or the host for designers creatives and developers. 10:28 And when I went to work there, I had been a customer for a 10:33 long time, and I kinda didn't know that much about what web hosting was. 10:35 And so web hosting essentially, to me I found out is kinda like a utility. 10:39 It's, it's maybe almost a commodity, right? 10:46 Everyone in this room probably has electric, water, heat, hopefully 10:48 insurance and some kinda iPhone or, or you know, phone service right. 10:54 And if you have a website it's hosted somewhere. 11:00 And at some point you or someone you work for, 11:03 had to make a conscious decision about where to host this. 11:06 And it's like you know, sometimes the web host you don't think about. 11:09 Like you don't think about your power company, until the power goes out. 11:13 Right? 11:17 And it's kinda similar sometimes in web hosting. 11:17 And when you chose your power company there's 11:20 really only one in your town or your city. 11:22 But with web hosting there's like more than forty thousand web hosting companies. 11:26 It's a massive industry, and since I've been on this stage in 11:30 the last 20 minutes, and like three new web hosting companies probably started. 11:33 and, that's not a joke. 11:38 It is a joke is some respect if you're mad at me. 11:40 But competitive landscape for web hosting, is a varied field. 11:43 From, hos, Hulk Hogan to Gators to clouds to 99 cent signs. 11:48 To even host chopper, and when I took over a Media Temple this was the website. 11:53 And this is the website that made me a 11:58 customer and pretty much every other designer I knew. 11:59 It was sleek it was different and but once I became a customer and I really thought 12:01 about it, it didn't really represent the brand in the way that the brand performs. 12:08 It feels technical to me. 12:15 It feels like it's not accessible because of these big corporate logos on there. 12:17 Like if I'm running a small design studio like I was is this the right place for me. 12:23 Doesn't necessarily feel like that. 12:26 But eve though every designer I knew was there. 12:27 And there's the support there is phenomenal. 12:31 You're always on the phone with someone that's smarter than you, and but 12:34 the support page can show many people and so, the study doing this 12:39 brand assessment, I, I always liked to compare apparel images and I felt 12:44 like Media Temple back then, gave off the feeling of almost being an [INAUDIBLE]. 12:49 A little bit tough, metallic, dismissive, 12:54 machine like, somewhat even elitist, right? 12:57 And what I wanted it to feel like was Nike women's running, cuz that's 13:01 what it felt like to me as 13:04 a customer, elegant, conditioned, inviting, human and approachable. 13:05 I also wanted to get rid of these servers. 13:10 Which in user testing we found out people just really weren't gravitating towards. 13:13 Although these are really like best in class server renderings, right? 13:17 But it's about people, it's about connecting with a guy like this 13:20 whose name is Shelby White, and he runs a great website called Designspiriation. 13:24 And he's a Media Temple customer. 13:28 And I can relate to that picture. 13:31 I can relate to him, I can relate to his. 13:33 The stuff on his walls, the camera, the computer, everything. 13:35 Right? 13:38 And he's proud to be a customer, he's 13:38 running this in an apartment therapy piece on him. 13:41 And for support, instead of just icons, show me the people that are 13:45 gonna help me, and like these guys look like they would be really good. 13:49 At helping you with computer problems. 13:54 [LAUGH] and, and they are. 13:57 And again, the idea of message diversity versus message discipline. 14:00 Liking stuff on Facebook is essentially just noise, right? 14:03 No one cares. 14:07 And you, how many times can you hear someone say, I 14:08 love this, I love this, I love this, I love this? 14:09 Like you wanna tell different stories. 14:12 So, one of the first things we did was, come up with 14:13 this campaign club made on MT, where we started profiling our customers. 14:16 And, the tricky thing to getting this approved was we 14:20 didn't want them to talk about Media Temple at all. 14:23 Because I don't like those videos where you have 14:25 someone who is a customer talking about the brand. 14:29 It feels really disingenuous. 14:31 And it's boring. 14:32 And at the end of the day like as a 14:33 designer, I don't wanna hear another designer talk about web posting. 14:34 I wanna hear about their work. 14:37 I wanna hear about their struggle. 14:38 I wanna see where they work. 14:40 So we started profiling these people and I'm gonna show you about a 14:41 minute and a half clip of of some of the videos that we made. 14:45 [MUSIC] 14:49 >> I personally don't know how it's possible to be 14:53 a surfer and not be sensitive to the environment around you. 14:56 It's probably impossible. 14:59 >> It's been adapted and changed and grown all over 15:01 the world to this beautiful movement on breast cancer prevention. 15:05 >> I didn't like having to be creative at 9 a.m to 6 p.m. 15:10 >> Everything we do is real. 15:16 So when you see somebody jumping off a bridge, or 15:18 you see somebody doing something, like, they're actually doing it. 15:20 Like, I've pushed people so far. 15:24 >> It's that moment in sports when you go live or active or you're sparring. 15:28 That's when you know what you know. 15:33 >> [MUSIC] 15:34 The original goal for the film was 15:37 to raise $25,000 for Caine's Scholarship Fund. 15:38 And the next day we raised over $60,000. 15:41 [MUSIC] 15:43 >> It really was a series of, of irresponsible decisions. 15:46 That led to us being successful at what we do. 15:50 [MUSIC] 15:54 >> Went off the beaten path, you know it's in the middle of this neighborhood. 15:56 You know, you walk in, and you can have a simple plate of 15:59 pasta, or you can walk in and have like, a pretty mind blowing meal. 16:02 >> There's, an extraordinary amount of experience. 16:05 And passion for what is done here. 16:09 >> Sat down and started talking about it and he saw how excited I 16:11 was about the idea of like, elevating 16:14 the common hot dog to something that's gourmet. 16:15 [MUSIC] 16:18 >> Butter knife is, you know, how you get paint 16:21 out of the can and how you mix it up. 16:24 It's just all about, like, it's about hustling, really. 16:26 >> This the way newspapers were printed, books were printed, pamphlets were 16:30 printed, anything that was printed was printed on a press much like mine. 16:34 [MUSIC] 16:37 >> All the the old timers talking about how great Narragansett used to be 16:40 gave the idea that you know, it would be cool to bring back grandpa's beer. 16:43 [MUSIC] 16:47 >> So i think if you contrast that visual part of 16:58 people and stories, with this site, it's almost like two different companies. 17:01 And these were really, really well received and they helped 17:06 really pave the way for the redesign that we did 17:10 that was big, and bold, and responsive, and full of 17:13 people, and you know, we're showing the inside of our space. 17:17 And it's the first time people have seen inside the company. 17:22 And they were excited about it. 17:25 We're showing the people that are going to help 17:26 you, we're showing our process, and we kept it 17:28 a little geeky, cuz we have a lot of 17:30 customers that like that, we've got some rad sci-fi illustrations. 17:31 So we, we really know our audience and you know, we had overnight almost shifted from 17:34 a company selling a faceless product to a 17:39 company selling a service, that was backed by people. 17:42 And as far as like message diversity goes it was really well received for us. 17:47 You know, we're getting customers that come out of the 17:52 woodwork and say stuff like, you know, loving the redesign, 17:54 been so proud to host my stuff with Media Temple, 17:57 guys are writing blog posts about why they're still loyal customers. 17:59 We have a little survey when people are 18:03 done purchasing, why did you become a customer. 18:05 The features for the price, but also your site design 18:07 and blog post appeal to my sense of design aesthetic. 18:09 And seem to be interesting, useful articles. 18:12 Gave me a sense of professionalism that I liked. 18:13 And we have, you know, redesigning for our audience is very difficult. 18:16 They're super critical because they 18:19 are really phenomenal designers and developers. 18:21 And my favorite comment came from this dude who 18:23 said, Media Temple, annoying white pixel on your new website. 18:25 And he had this screenshot. 18:29 So, that was kind of what we were up against. 18:31 And it was really, you know was a long it was a long process but it 18:33 was a good process, and it was really putting a lot of that thinking up front. 18:38 And you know, it's important to 18:42 extend this experience, throughout your brand, right? 18:44 It should be the same on the website as it is when you're talking about your company. 18:47 And so, instead of like a generic about page. 18:50 Or an about video with talking heads, you know, 18:53 or like running around an office and talking about products. 18:57 We just focused on our, on our people. 19:00 And we tried to show a realistic take on what it's like to work there. 19:03 And this video was so well received from us, like 19:08 we had tweets from people who are like actual film makers. 19:11 And it brought a lot of people to the 19:13 brand that may be hadn't heard of us or seen 19:15 it and so I just want to show you this 19:18 video, it's a little bit longer than a minute long. 19:21 [MUSIC] 19:24 >> All through the night. 19:34 And every single day. 19:40 We get together and get to work. 19:44 We come from different directions. 19:52 With different talents. 19:59 And different points of view. 20:02 Designers. 20:11 Musicians. 20:14 Coders. 20:15 Parents. 20:17 Foodies. 20:20 Geeks. 20:23 Gamers. 20:25 Inventors. 20:27 People who build things. 20:30 Share things. 20:34 People who believe in the power of ideas. 20:37 That's why we're always here, day or night, rain or shine. 20:45 Because it's our job, to make sure your ideas always have a place to shine. 20:53 We are Media Temple, we host great ideas. 20:59 [MUSIC] 21:02 And I think when you are working with your clients or your, your 21:10 projects or whatever, like is not that tough to make a video like that. 21:14 People think we spent a lot of money on it. 21:19 We really didn't. 21:21 I had a friend make the music. 21:22 This is my amazingly talented video producer 21:24 [UNKNOWN], who shot everything on a 5D. 21:26 That's one of my UX guys, Ian, on the skateboard. 21:28 I have an awesome writer named Justin Anderson who wrote that script. 21:31 Noelle, who's working in the Media Temple booth, did the voiceover for us. 21:35 So you can do those things, and they 21:39 really, really, really make your company stand out. 21:40 And the last thing I wanna talk about 21:44 is, is growing your company and probably something that 21:46 anyone who is a designer in this room 21:49 gets asked, will you redesign our website for us? 21:50 And this is something that people used to ask of me a lot when you know, I ran a 21:54 studio and as designers you know, we tend to jump that opportunity. 21:59 We can look at a web site, and we know what's 22:05 wrong with it, we know what we would change almost instantaneously, right. 22:08 And we know what we don't like and we kind of jump right into this world. 22:13 And I think it's really important to step back from 22:18 this world, and figure out exactly what you're, you're doing. 22:20 And I, and I did a brand workshop here yesterday with a bunch of 22:23 talented attendees here, and we worked on 22:27 a fictional rebrand of the Las Vegas monorail. 22:30 And we did a bunch of different exercise and it was really fun. 22:33 And I think it's, it's important to, to understand this. 22:37 And I think that this will actually help differentiate you as designers. 22:41 When people are reaching out to a few people for 22:45 redesigns, if you work with the client through a brand workshop. 22:48 This is something that maybe other people aren't doing with them. 22:53 I wanna talk about tote bags for a second, and a company called Map 22:57 Tote that's from New York and I worked with them last year on a redesign. 23:01 And they started in 2006 with these two bags, and this idea to do little 23:06 hand drawn maps of locations on tote bags and it started doing really well for them. 23:12 And they had this very organic, grass fed, you know, looking website. 23:17 And it was really just an eCommerce site selling products. 23:23 There wasn't really anything about them. 23:27 This was their About page. 23:28 And, it didn't really perform well for them. 23:30 But they perform really well in stores. 23:33 They were on Martha Stewart. 23:35 They were in the Oprah magazine. 23:36 They were on the Today show. 23:37 They do collaborations with J.Crew. 23:38 And so, I work with them on creating the new Maptote. 23:41 So when they asked for a redesign, I said, let's think about what you guys are doing. 23:44 Right? 23:48 And we worked through characteristics workshops, mood boards, I spoke to a lot 23:48 of customers, shop owners, stakeholders, people 23:54 that didn't wanna sell their their product. 23:56 And we got to the point where we realized, 23:59 what we really needed to was, cuz their line had 24:01 really evolved, is, is, get away from them being 24:03 a tote bag company, to being really a lifestyle brand. 24:05 And so, through the work that we did, 24:08 we came up with these characteristics for their brand. 24:10 They needed to be made in Brooklyn. 24:13 We heard from a lot of people we talked to that Made in Brooklyn 24:14 was a lot more interesting, and resonated a lot more than Made in the USA. 24:18 We wanted them to feel creative and not crafty, a design 24:22 studio, like no a mom and pop shop, which they really were. 24:25 It was a husband and wife that had this company. 24:28 They want it to be stylish, and not just organic environmental accessories. 24:30 They're everyday products, they're great gifts for both 24:35 men and women and they're an accessible brand. 24:38 And the high level promise was there's a Maptote for everyone. 24:40 You know, when we talk to people about these products 24:44 they said, oh, I would like this, I would like this. 24:46 And so we found that, you know, regardless of who you are, what you 24:48 do or where you live there is a maptote for you and we put together. 24:51 Some pillars for their brands and these are great things to 24:54 create with clients, because it makes them stick to a plan. 24:57 So, they needed to be seen as a creative studio. 25:01 The needed to be seen as everyday sheik. 25:05 And they needed to be, to think of themselves as a perfect gift. 25:07 And once you have these pillars and a client takes you down another 25:12 path, you can be like, you know, you have to stick to those pillars. 25:14 And after a little bit of time, you hear the client actually 25:17 mention back to you, they say, I was thinking about our creative studio. 25:20 And how we need to do X, Y and Z. 25:23 So to dive in just a little bit deep with 25:25 these, for creative studio the idea was you know, so long 25:27 to this crafty side project, and hello to a fully 25:30 embraced creative studio, cranking highly 25:33 designed products for design centric customer. 25:35 The sensibility of the studio is refined, 25:38 it's natural, it's neutral with bursts of color. 25:41 Everyday chic there target customer is really the urban woman 25:43 who cares about style and think's about everything she puts on. 25:49 She wants a unique accessory that makes a statement, 25:51 but she wants it to be every day and affordable. 25:54 She show her the maptote can be more then just an accessory 25:56 and these are people that are really, really, really heavy social shares. 26:00 And finally a perfect gift. 26:06 You know, maybe there's the dad or husband such as myself, who uses 26:08 his wife's makeup bag when he travels, like I benefited greatly from one of 26:13 their dopp kits or it's the busy single parent, you know, who is juggling 26:18 a child and just needs a simple backpack that can carry their stuff in. 26:24 And part of the issue for them was 26:29 that they had never really done any photo shoots. 26:30 And I think if there's one thing to not get 26:33 your clients to, to to skimp on is photo shoots. 26:35 Spend the money, and do photo shoots right because it's, it's priceless. 26:38 And so we and it's important to show 26:44 the, the products in a situation that suggests proper 26:47 usage, for example, the farmer's market bag for 26:51 those who carry more than just fruits and vegetables. 26:55 And there's this disconnect that seemed to have 26:58 happened when we went from designers only working in 27:01 print to designers working in interactive, that we 27:04 seemed to forget the relationship between art and copy. 27:07 And it's really important. 27:10 You know, a photo like this wouldn't work. 27:12 Someone just standing with a bike holding a bag, it doesn't mean anything. 27:14 You can't really connect with it, and same for product shots, right? 27:18 No one packs a dopp kit like this thing on the right, although it looks beautiful. 27:22 Like we shove it in there, show proper usage in these 27:25 things, and so all the work that we did to focus 27:28 on product and focus on the range of their company, like 27:30 let us perfectly into this site map, and it makes sense. 27:34 We put everything about the company on the footer and we focused on the products, 27:37 and this was the website that we ended 27:41 up creating that really highlighted all the stuff 27:43 that we had talked about, you know, it's a big photo that shows products being 27:46 used, it feels like a lifestyle brand and not just like a little tote bag company. 27:49 They're showcasing their team, their accomplishments, and 27:53 the stores where they have their products. 27:55 And, one other thing we found is that most people wanna shop by city. 27:59 So they'll go to Brooklyn. 28:04 They'll go to Philadelphia. 28:04 They'll go to Milan. 28:05 And they look at those products. 28:08 So they may be there looking for a tote bag, and so we took 28:09 this approach to actually display what I like to call a messy grid of images. 28:11 We didn't just put them in categories, 28:17 first bandanas, then tote bags, then t-shirts. 28:19 We just kind of randomly load the images in 28:22 there, and give the user a chance to discover them. 28:24 Because we do have a uniform grid, it's still easy to manage. 28:26 And so, we see a lot of people purchasing more than just one item. 28:30 Because they're there looking for a t-shirt, but they also see 28:35 there's tote bag and a dopp kit and, and something else. 28:37 Some of their names of their products are, are hard to distinguish. 28:41 They have a bag called a natural hobo tote. 28:44 And I don't, I had no idea what it was until I looked at it. 28:46 So in the drop downs we've illustrated all the bags. 28:49 And we put the dimensions there. 28:52 And we see a lot people going back and 28:54 forth in navigation, that there's a lot of discovery. 28:57 They may, are, are, there looking for one thing, and 28:59 maybe they're gonna leave with something that's better suited to them. 29:01 Are, the product pages are just, all about conversion. 29:04 And then there was a content strategy put in 29:09 place for their blog, which they didn't really have. 29:12 It was just really press clippings and they get a lot of press. 29:14 It was again to feature people that are using the products. 29:16 So this is me and my kid, and he uses a makeup 29:19 bag, one of their makeup bags, to store his most favorite figures. 29:23 And as his trends change, like he's, like this bag 29:27 is only filled with characters from the Lego movie right now. 29:31 But to show like there's, like who would think 29:35 a six year old would wanna use this, right? 29:37 And then to show their bag in a store and show people holding 29:39 it and seeing the bag with like minded brands is great brand association. 29:43 I think the last point on this is really when 29:46 you're doing this work, don't forget about the email newsletter. 29:48 A lot of the smaller brands that I've worked with. 29:51 Don't do any email marketing. 29:53 And you can do email marketing in a great way. 29:54 Like sign up for the newsletter for Jack Spade they do phenomenal emails. 29:58 Best made company. 30:02 Beautiful, beautiful emails. 30:04 And we've really simplified their, their emails. 30:05 And this was an annual sale that they send out every year. 30:10 And this email performed more than 1,000% better. 30:13 Than the year before and it's just all about simplicity. 30:17 So and I should say that you know, all of that great design work and effective 30:20 design work, that we did that all started 30:27 way before we started sketching any layouts on paper. 30:29 So, in conclusion, where do we go from here? 30:32 From here, I suggest that you pause. 30:36 I suggest you kind of look at whatever you're working on. 30:38 And ask yourself if you've really thought about your content. 30:41 What's on your website? 30:44 Have you thought about how someone will experience your site? 30:45 Not just how but why they click? 30:47 Is it substance over style? 30:49 It should be. 30:51 Your big spark is not a wire frame. 30:52 It really is a story. 30:54 It's a solution. 30:55 It's an experience. 30:56 It doesn't matter how fancy and cool your sites are. 30:57 If the content sucks people aren't gonna care. 31:00 Thank you. 31:01 [APPLAUSE] 31:04
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