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Scaling Personalities
ADAPTION, WHITE LABELS AND tHE DIGITAL ECOSYSTEM


How to Build Great Products: Insights
@michaelsurtees
OCTOBER 1ST, 2010




                                                   @michaelsurtees
INTro

Hello
Currently at Behavior
Previously Design Director at Daylife* from
December 2007 to March 2010
Publisher of the blog DesignNotes.info




* it should be noted that the work with Daylife was built with a team of 20+ people   @michaelsurtees
intro

Breakdown




            @michaelsurtees
Definitions

white Labels
User has a seamless experience
User doesn’t even realize that parts of the site might have
been designed from a third party
Applying new systems to their own product that they
otherwise couldn’t have created themselves
Automation of systems to save resources to work on
more editorially driven areas



                                               @michaelsurtees
Definitions

Digital Ecosystem
Screen agnostic—could be laptop, mobile device, tablet,
TV or anything else that can be viewed and edited today
Data works and acts differently depending on the device
it is being viewed on
Time and location can influence info too




                                             @michaelsurtees
Definitions

Adaption
Transferring and shifting behavior
Information moving from traditional streams and
screens to other curated models of settings
Awareness both of the device and the person
using the technology
Creating hooks to be aware of changes and expectations




                                              @michaelsurtees
Daylife

The elements
There’s a lot of integrated modules working together




                                              @michaelsurtees
Daylife

The Site




           @michaelsurtees
Daylife

Topic Page




             @michaelsurtees
Daylife

using the editing tool
Making it easy to create custom verticals based on
chosen sources, topics and custom css.




                                             @michaelsurtees
Daylife

Travel Life




              @michaelsurtees
Daylife

#walkingtoworktoday




                  @michaelsurtees
Daylife

Smart Gallery flow
Starts as a slide show—either as main anchor or
related images on a side rail
Images are hosted
Detail images have related galleries attached to
them that are created automatically
Almost infinite number of new pages can be viewed




                                               @michaelsurtees
Daylife

Smart Galleries




                  @michaelsurtees
process

Agile & Iteration
Design and build just enough, test it any
way possible
Observe what works and what doesn’t, keep
building after that
Work in advance, loop back for other things
Keep it open and allow for a lot of feedback




                                               @michaelsurtees
Process

Start with 1 atomic unit,
build around it
Look at the elements of the story, decide what’s
the best one and build around it




                                              @michaelsurtees
Process

Road map
There’s no direct way from A to B




                                    @michaelsurtees
Observations

Brands
Any brand that pushes information like tweets,
photos, news and videos need a place to
display all of it




                                                 @michaelsurtees
Observations

Structures & Systems
Experiment with how the same info can be
released in different contexts.
Create content buckets for curating & story telling
that are compelling.
Define info like sources, how people will
find it, and how will it be shared
Make it easy for others to build off of



                                               @michaelsurtees
Observations

Treating Info like water
Info being pushed online is going to be seen through
a lot of different contexts
Headline and photo—each could be emphasized
differently depending on how someone expects
to see it
As long as every element can flow to another related
element the likelihood of the info being seen and
applied increases


                                              @michaelsurtees
Observations

Lessons
1. Use the product yourself
2. Road maps should have a strategy to cannibalize
your own product
3. Imagine a world without you being able to use your
product, what would you use to do the same task and
ask yourself if the experience would be better or worse
4. Release something every three weeks
5. Awareness is important because if you don’t know
when to adjust things you will cease to exist
                                              @michaelsurtees

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Scaling Personalities (Adaption, White Labels And the Digital Ecosystem)

  • 1. Scaling Personalities ADAPTION, WHITE LABELS AND tHE DIGITAL ECOSYSTEM How to Build Great Products: Insights @michaelsurtees OCTOBER 1ST, 2010 @michaelsurtees
  • 2. INTro Hello Currently at Behavior Previously Design Director at Daylife* from December 2007 to March 2010 Publisher of the blog DesignNotes.info * it should be noted that the work with Daylife was built with a team of 20+ people @michaelsurtees
  • 3. intro Breakdown @michaelsurtees
  • 4. Definitions white Labels User has a seamless experience User doesn’t even realize that parts of the site might have been designed from a third party Applying new systems to their own product that they otherwise couldn’t have created themselves Automation of systems to save resources to work on more editorially driven areas @michaelsurtees
  • 5. Definitions Digital Ecosystem Screen agnostic—could be laptop, mobile device, tablet, TV or anything else that can be viewed and edited today Data works and acts differently depending on the device it is being viewed on Time and location can influence info too @michaelsurtees
  • 6. Definitions Adaption Transferring and shifting behavior Information moving from traditional streams and screens to other curated models of settings Awareness both of the device and the person using the technology Creating hooks to be aware of changes and expectations @michaelsurtees
  • 7. Daylife The elements There’s a lot of integrated modules working together @michaelsurtees
  • 8. Daylife The Site @michaelsurtees
  • 9. Daylife Topic Page @michaelsurtees
  • 10. Daylife using the editing tool Making it easy to create custom verticals based on chosen sources, topics and custom css. @michaelsurtees
  • 11. Daylife Travel Life @michaelsurtees
  • 12. Daylife #walkingtoworktoday @michaelsurtees
  • 13. Daylife Smart Gallery flow Starts as a slide show—either as main anchor or related images on a side rail Images are hosted Detail images have related galleries attached to them that are created automatically Almost infinite number of new pages can be viewed @michaelsurtees
  • 14. Daylife Smart Galleries @michaelsurtees
  • 15. process Agile & Iteration Design and build just enough, test it any way possible Observe what works and what doesn’t, keep building after that Work in advance, loop back for other things Keep it open and allow for a lot of feedback @michaelsurtees
  • 16. Process Start with 1 atomic unit, build around it Look at the elements of the story, decide what’s the best one and build around it @michaelsurtees
  • 17. Process Road map There’s no direct way from A to B @michaelsurtees
  • 18. Observations Brands Any brand that pushes information like tweets, photos, news and videos need a place to display all of it @michaelsurtees
  • 19. Observations Structures & Systems Experiment with how the same info can be released in different contexts. Create content buckets for curating & story telling that are compelling. Define info like sources, how people will find it, and how will it be shared Make it easy for others to build off of @michaelsurtees
  • 20. Observations Treating Info like water Info being pushed online is going to be seen through a lot of different contexts Headline and photo—each could be emphasized differently depending on how someone expects to see it As long as every element can flow to another related element the likelihood of the info being seen and applied increases @michaelsurtees
  • 21. Observations Lessons 1. Use the product yourself 2. Road maps should have a strategy to cannibalize your own product 3. Imagine a world without you being able to use your product, what would you use to do the same task and ask yourself if the experience would be better or worse 4. Release something every three weeks 5. Awareness is important because if you don’t know when to adjust things you will cease to exist @michaelsurtees