My Takeaways

This was a jam-packed session. Leslie Chicoine works for former Adaptive Path founder Lane Becker and her thinking reflected a mix of theoretical jargon with some real-world practice insights.

• Being Open means Designers don’t own the design anymore
• PLAY FASTER; Test with users as you build it; release it; update it
•  In the Web 2.0 world, you need to PLAY faster and playing faster means direct collaboration between design and development
• Designers need to get comfortable with not having the design finished; in fact, the design will be in a perpetual beta state
• A story is a bookmark for a conversation; whiteboard your stories; make them portable. This helps with understand the reason for a decision.
• There is a huge tension when it comes to Agile Design as it puts iterative design into practice and not just in a phase

My Notes

What is design ?
What is coding ?

xp and agile programming
Agile design: how to merge agile processes and design principles


web 2.0 =?…. PLAY FASTER

PLAY – very collaborative; rules make em up as u go; rapid iteration and collaboration

Output is not design
End result – not the end result design as a verb – something u do


Extreme Programming is an AGILE process
Motto: Embrace Change

3 things any team can do:
– weekly demos – all hands ; increases communication
– daily standups
– pairing (designer/coder)


Agile Design
Design is not about handing down a blueprint; its a process

Be willing to:
• embrace constant change
• embrace communal design ownership
• embrace evolving solutions

Some examples:
1. PIXAR’s “The Incredibles”
Share your opinion; challenging your ideas; good ideas can handle it bad ones fall by wayside

2. Scales of design (see slide 32)

Moving down large to small to test concept
Start playing as fast as possible
Note: This is just iterative design!! not a new concept

3. Documentation space as communication space; not as blueprints
A story is a bookmark for a conversation ; we aren’t having a conversation; we are being told what to do
whiteboard for stories; helps with understand the reason for a decision; portable white boards. All this is about exposing problems while managing constraints.

• How can u really let go of the ego? We are taught to provide solutions
• She wants “open design” design for all by all

Design as an Open System

• Agile is open; its got to be flexible and extensible.
• Expose to create depth slide with functions not the graphics
• Design emerges from simple rules ( example ; site reflects who they are – all about sharing )

How do you user test?

• Testing with users as you build it

Download the Presentation here:
The Challenge of Agile Development: Avoiding Half-Baked Design


Track: Marketing and Community
What I Learned from Syphilis: Epidemiology &
Viral Marketing
David Hornik, General Partner, August Capital

My Takeaways

• This was a rehash of Mr. Hornik’s famous or infamous FOO camp presentation.
• In person vs. what I read online – he rocks

Key Insights
• Don’t be like Plaxo (over the top); that is a virus no one needed. Find a balance!
• Viral Marketing is the new currency; if you do it well, your chances of survival grow
• Those email sign up formulas to show adoption really are important!
• Make sure your virus is hard to remove 

The Notes

Pulled from Christine Herron’s blog. ( Thx for posting these – saved me time!

What are the characteristics of good viruses in epidemiology?

Highly communicable
Of special note are viruses that prey on conventions, such as the handshake. The convention of the handshake enables one sneeze to infect people all day long.

Prey on vulnerabilities
As Hornik says, “Not all orifices are created equal.” Those that rip more easily are more vulnerable to blood-borne infection, and so AIDS made its early threat upon the gay community.

Align with essential consumption
The bacterial contagion that causes diarrhea comes from fecal matter, and when people don’t (or can’t) wash well, viral agents spread via food preparation.

Super contagions don’t need vulnerabilities
Worms don’t need to access blood in order to infect you; they simply dig right into your skin and take up residence in your organs.

Piggyback onto pleasure
An overwhelming number of viruses are transmmitted sexually, and taking drugs is essentially mainlining viruses.

Don’t be lethal
Dead or really sick organisms (such as people) are less mobile than others, so if you kill the host, you can’t propagate.

Be asymptomatic
The “good” viruses are silent but deadly, and since you don’t know that you have one you will go around spreading it. Herpes is a more benign example and often lies dormant. Syphilis is a dangerous example, gaining the strength to kill you during its dormancy.

Efficient distribution
Viruses need people; to spread effectively, they go to where the people are. Enclosed spaces such as hotel conference rooms and airplanes are wonderfully efficient in spreading Legionnaire’s disase.

Inject into carrier genes
Viruses mutate the rest of your cells; they blend in with your own DNA, and it’s hard to separate out the good from the bad.


Track: Design and User Experience
Moving from 1.0 to 2.0: Philosophies and Structures
for Change
Scott Hirsch, Founder, Management Innovation Group
Matt D. Jones, Concept Development Manager, Nokia
Lionel Menchaca, Digital Media Manager, Dell
Jeremiah Owyang, Director of Corporate Media Strategy,
Jeffrey Veen, UX Manager for Content, Collaboration, and Community, Google, Inc.

My Takeaways

• Execute Globally; Stay Local to build a community
• Marketing control is GONE – You can shape a perception of your brand but not its message (see David Hornik’s Viral Marketing session notes)
• The credibility of your brand comes from less control
• Engage in conversation with your “players” (not users anymore) or you are missing the whole point
• The bottom up demonstrates the idea from Top Down Interest
• An Evangelist is both an educator and a cheerleader who may or may not have followers
• Execute or Perish

Changing Vocabularies
• We need to stop using the same 1.0 language. It’s time to embrace the concept of moving from users to “players” or “doozers”
• Be playful with language

The Key to making a transition to Web 2.0
• Have Passion
• Being human, genuine
• Iterate fast and get personal feedback to be relevant

My Notes

“Designers are natural disruptors”
Matt D. Jones – no kidding!

Other choice ideas from Matt:
• Employ “smuggling” if you need to. This means use whatever means necessary to get the idea out; execution is the currency.
• Blue Beard – like the Kurt Vonnegut character; designers need to be able to explain anything to anyone
• Designers can make things interesting if you let them use metaphors and feel free to experiment

Some facts about participation:
• 1% creators
• 9% ???
• 90% viewers

• The old are teaching the young
• Blogs react as things occur
• Mobile space key for google

Web 2.0 is global
• Execute quickly
• Scaling quickly
• Keeping your data free is important
• To grow communities: stay local; reach out in personal way

For example, DELL launched Direct2Dell to have a 1:1 conversation with its customers (aka players)

Track: Design and User Experience
Embracing the Chaos: Designing For and With Community
Mike Beltzner, Phenomenologist, Mozilla Corporation

A big part of The Web Arts is community. But community is a sticky proposition that inherently reduces the control you have over your content, your brand, and other elements that were once the dominion of top-down hierarchies. How can you open up your design process to be more inclusive of community feedback without feeling overwhelmed or indignant about the criticism you get? How can you learn to work with outsiders and folks who might not share the same gestalt as you? And, on the flip side, what can open source projects learn from designers — what’s missing from their process that designers could offer? Whatever your role or process, how do you embrace the chaos without losing your mind?

My Takeaways

• Listen to your community
• Lead your community
• Let your community PLAY and EXPERIMENT
• YMMV (your mileage may vary)
• While everyone can propose a change, not everyone can approve the change
• Identify and Elevate smart contributors
• Keep teams small
• Elevate discussions with data and research whenever possible
• Treat disagreements as negotiations and don’t forget your BATNA (best alternative to a negotiated agreement)

My Notes

Social Capital

• The idea written about in “Down And Out in the Magic Kingdom” by Cory Doctorow is critical in communities. People earn credibility or “woofie” as Doctorow noted.

A strong leadership structure is essential as is a benevolent dictator.
This person is the final filter and voice for what the decision will be.

The benevolent dictator negotiates based on the following:

3 Critical Aspects when you are a design lead in a community esp. an open-source community:

1. Identify and Elevate smart contributors
2. Evaluate based on amount of woofie earned (ie cred you have)
3. Call out arguments by stating or re-stating principles clearly using data whenever possible

Keep this in mind:
• Design with Small Teams
• Build in the idea of allowing easy feedback with community ratings.

the coop (mozilla labs open source project)

Download the full presentation here (fyi: this rocks!):
Embracing the Chaos: Designing For And With Community


Track: Web 2.0 Fundamentals
The People Formerly Known as the Audience
Derek Powazek
Heather Champ

The days of treating your audience like sheep are over. New networked tools have empowered the people formerly known as the audience to make their own media. What happens when the audience takes over? Everything changes.
Join internet pioneers (and husband and wife team) Derek Powazek and Heather Powazek Champ for a fascinating look into the world of so-called “user-generated content” and see educational examples of companies getting it right and wrong. You’ll also get an inside look at how Flickr builds community, and how JPG Magazine is reinventing the magazine industry by turning consumers into producers, and what they’ve learned the hard way.

My Takeaways
Remember the 80/20 Rule
80% observe 20% make content

Not everything needs to be a community – look at the Chevy Tahoe user-generated ad campaign as proof

The power comes from the Bottom Up not Top Down in communities

Be aware that communities are not grown but built by:
• Giving people the tools they want
• Rewarding contributions
• Leading by example
• Punishing the bad (have the tools in place to make sure you can do this)
• Expecting the unexpected (design for selfishness)

My Notes

Step 1
Community is grown not built!

• Give people the tools they want
• Reward contributions
• Leading by example
• Punish the bad – have the tools in place to make sure you can do this
• Expect the unexpected

Threadless t-shirts
You can reach members via their other channels (personal blogs, etc.)

Step 2
Finding the good stuff

Here are 3 techniques for ferretting out the good:

1. Algorithms

2. Community vote – wisdom of crowds see:

3. Good old-fashioned editors

Case Studies:
Uses “Interestingness” (human algorithm based on tagging/meta data/activity)
It’s not about best stuff – all action around it is the good stuff

JPG magazine
Uses “Hotness” – hot photos – change over time
Users directly vote on photos – community creation of mag

Step 3
Communities make money

Some things to remember with community content
Legally…is it transparent enough?
Make sure you show respect – opt in/out is the key

Some examples:
Yahoo! games

Chevy Tahoe example
Users had a tiny box to create ads inside of; maybe too small; they ended up producing one style of ad (anto-chevy). This is actually more a reflection of the public attitude towards SUVs I think.