In addition to these important features, the site offers interesting content as well: syndicated content for major cities, travel tips, and maps. [7] Gordon has directed various music videos and commercials, and an episode each of Modern Family and Community, two episodes of The Office, and several episodes of Parks and Recreation. His newest interest: the tribes we lead. 20 minutes for debrief / wrap-up. By combining a variation of card sorting with scenario based participatory design, we can improve our efficiency and our research yield almost two-fold. Seth Gordon confirmed in July 2011 that talks were underway for a sequel, after the financial success of the film in the United States, saying: "Yeah, we've definitely discussed it. Getty Images Gordon directed the game company Zynga's "GagaVille" online film in 2010. LinkedIn | Staff 1% for Development Fund. The information respondents believe they need to reach the goal; note that some information comes from external offline sources. In my experience, while results have been mostly positive, there was one time when things didn’t work so well. He has produced and directed for film and television, including for PBS, the Bill & Melinda Gates Foundation, and the United Nations Staff 1% for Development Fund. Seth Godin's Blog on marketing, tribes and respect But first, let’s understand some words… Bitcoin is not the blockchain. “Consolidated Assessment” isn’t necessarily the right phrase for what is discussed here, but it’s the first one that comes to mind. They might mention facts about sites they want to see, foods they want to eat, or maladies they want to avoid. By extending the 80/20 principal to the Internet, one may make general assumptions like: And, carrying the extension one step further to user research, it’s reasonable to assume the following: a well planned consolidated assessment contributes insight into a majority of user experience issues —including scenario development, site organization, and site/page flow. We’re not talking about finding articles, but going through a set of steps to complete a task. Sometimes I’d sort by team (Go Orioles), or by position (all first basemen), or by year, or by card brand… Card sorting for research isn’t really much different. For example, people are open to travel suggestions from friends and word of mouth. It’s also sometimes an annoyance to the person being watched. Card sorting is so simple a 6 year old could do it. The respondent tells us which questions need to be answered and where they expect to find the answers. Horrible Bosses director Seth Gordon has been set to direct the comedy Identity Theft.The project will star Jason Bateman and Melissa McCarthy, and centers on … Gordon grew up in Evanston, Illinois. About Us | More time does not usually bring us to more accurate responses. To that end we might keep the scenarios flexible but still focused. Rather, we want to run with user gut reactions. Big sticky poster board works well too. He is homophobic and calls booking engine from Expedia, promotion section from hotwire.com, and content from Lonely Planet). Those need to be tested, and tested again —no short cuts there. Direct user quotes, photos, and artifacts go a long way to constructing a compelling report. You will find that a 100% fit between all items in a group can’t be established all the time. The findings from this type of evaluation lean strongly toward the behavioral side of user research, which studies what people do. The tools respondents believe they need to reach the goal, The sequence of steps respondents might follow, The respondent’s level of confidence that they have completed the task accurately. By the time several users have gone through the same scenario, the research team should have enough feedback to know the critical content/tools and the key steps of the flow. This is understanding through observation. He has recently completed consulting projects for the Nielsen Norman Group and Razorfish. Rather, have the users tell you exactly the information they need to complete the task. Think not being able to find a unique hotmail e-mail account address under 10 letters vs. trying to add too many names to the address book. He has recently completed consulting projects for the Nielsen Norman Group and Razorfish. Step 2 —Identifying required content and tools. 25-35 minutes for participatory design Giles Alexander Esmé Gordon (23 May 1940 – 14 November 2003) was a Scottish literary agent and writer, based for most of his career in London. Seth Gordon (born July 15, 1976) is an American film director, producer, screenwriter, and film editor. Seth is an entrepreneur, best-selling author, and speaker. A season of episodes has been ordered by Amazon Studios and is in production. His films have screened at the Sundance Film Festival and Slamdance Film Festival. The consolidated testing approach is helpful for several reasons: Now that I’ve explained why the approach is so useful, let’s discuss the research technique in more detail. If the blockchain is a printing press, Bitcoin is a kind of paper money. Not that I’ve been in the research field that long, card sorting just seemed a natural thing to do with my baseball card collection. It's not the medium or the oil or the price or whether it … Materials Required: Labeled cards for sorting. a travel booking tool and teasers to interesting articles on the front page). Which are helpful but not required? What’s missing? What do they go offline for? When that happens, consider it validation and reinforcement —two things you can never have too much of. One of the six will most likely be a no show or not much of a communicator. Contextual inquiry can be a lengthy and costly process because of all the observation and recording that is necessary. He launches into lengthy rants or fights. The evaluation would probably work just as well by altering the order of steps 2 (Card Sort) and 3 (Participatory Design). Or it might be a matter of walking through a process, such as finding and purchasing merchandise or trading stocks, and sequencing the key steps the user must complete. This format isn’t designed for introspection. Actionable recommendations for IA and content. I can only imagine how delighted Vilfredo would be to know his work is quoted on websites about site architecture and design. Don’t worry, you’ll always be able to come back and iron out those smaller points later. But it’s most often used to figure out navigation categories and which items belong to them. For a long time, Unleashing the Ideavirus was the Scenario development doesn’t work if respondents are required to fantasize about the hypothetical or work through scenarios that don’t apply to them. Variation 1: Ask them to add details to the supplied scenario so that it’s more relevant to them. A reasonable case could be made for either positioning. Conclusion Boxes and Arrows The design behind the design. What’s extraneous? About the Author. [8] He also serves as a director and executive producer on the Netflix series Atypical. Seth Gordon to Direct Queen of Hearts. [2] Upon returning to Yale, Gordon taught himself how to edit his footage on an Avid editing machine. Which are dependant on other activities/information? (i.e. Then we request that they “build” pages with a template that has basic global elements in place (navigation, promotional space, footer, etc). (Lou Rosenfeld has also been discussing and presenting this topic on his site) In the 19th century, Italian economist Vilfredo Pareto quantified a relationship between production and producers in this way: 80% of production comes from 20% of producers. Join Facebook to connect with Seth Gordon and others you may know. The evaluation should move relatively quickly. What information/tools do they need to get to the answer? Solstice Studios has acquired Ground Control to Major Tom, to be directed by Seth Gordon (Horrible Bosses, Four Christmases), and casting has begun. Seth Gordon Erik Klose Jeremy Knox Jean Moreau Texting groupchat Chaos Ensues Seth Gordon Lives Swearing AU but only for like 1 chapter Summary Basically, it's just a … In other words, we are grouping information with corresponding tasks/activities. In short, the technique is a simple exercise in grouping like items that share attributes. This gives a lot more latitude to the scenario and allows more focus on exploring new scenarios rather than validating existing ones. [1] He attended Yale University, where he studied architecture until leaving in 1997 to teach high school for six months in the small village of Shimanyiro, Kenya. Ideal uses for the technique Step 1- scenario definition and selection James Franco and Seth Rogen pose together at the 2018 Golden Globes. Remain flexible. Boxes and Arrows is a volunteer-run publication. He co-created and is an executive producer of the Fox television series Breaking In. Seth is ill-tempered and easily provoked. Participatory design materials: Sketch paper (graph paper works well for those who like to draw in the lines). Don’t be afraid to divert from the test plan as long as you’re collecting quality feedback. Clients love quotes. Card sorting variant. Participants actually design the site and pages, with the moderator helping to guide them through the process. As long as there is certainty that the groupings make sense to a majority of users, the activity can be considered successful —there’s that 80/20 principal again. Variation 1: Allow users to sketch their ideal page layouts from scratch (i.e. Or it is used to establish document or merchandise categories and related items. Sometimes the testing reveals things that you knew along. Respondents: Recruit six and expect to test five. Seth Godin is an entrepreneur and blogger who thinks about the marketing of ideas in the digital age. Step 3 —Participatory paper design Logistics planning and recruiting only need to happen once. Variation 2: Ask them to describe, from scratch, a situation that is current and relevant to them. Seth Godin is the author of nineteen international bestsellers that have been translated into over 35 languages, and have changed the way people think about marketing and work. Items that are consistently grouped together, Items that can be grouped in multiple categories, Learning what content and tools people need to understand and complete tasks, Having users sequence page flows and prioritize page elements, Page level schematics for key pages in the scenario. Pre-test the evaluation script to make sure that it flows well and that it can be completed within the timeframe users will be given. Report Highlights: There will be no shortage of discussion material to include in the final report. A user-research approach which integrates our best tools into a single session. Seth Gordon was the epitome of the enlightened, able and progressive natural resources administrator who sees beyond the limits of one state to the international need, and works accordingly andeffectively. Assuming these three activities happen during the course of a project, they are usually handled separately. Clients appreciate the fact that respondents create their own scenarios, which gives the whole process an extra level of authenticity. I don’t trust mission critical applications that involve national security, management of large sums of money, or diagnosis of medical conditions to systems built using the 80/20 principal. But can you imagine the value and time savings of combining them? New way —3 steps Broad research goal: The broad research goal is to understand how users approach the process of online travel planning and how these issues can be resolved online. Disclaimer: This post may contain affiliate links through which we earn a commission if you decide to make a purchase, at no cost to you. Menu and widgets These scenarios are brief, including little more than a few sentences about the goal and another sentence or two about what constitutes the end of the scenario. I wasn’t able to get the respondents to describe the scenario in enough detail to finish the rest of the activities in the evaluation. Variation 1: Don’t provide any cards. [3] He directed the 2011 comedy Horrible Bosses, but in August 2013 declined to direct the sequel, citing commitments to the television series The Goldbergs, on which he is an executive producer, and a planned remake of the film WarGames. In addition to launching one of the most popular blogs in the world, he has written 19 best-selling books, including The Dip , Linchpin , Purple Cow , Tribes , and What To Do When It's Your Turn (And It's Always Your Turn). Joshua Seth Gordon's 3 research works with 35 citations and 63 reads, including: Analytic computation of nonparametric Marsan–Lengliné estimates for Hawkes point processes Visit him at www.gordy.com, where there isn’t a drop of content about user experience. It's done well in the States, the film has, so that's We first ask the user to construct a logical task sequence that incorporates the key steps in the scenario they defined. That’s not to say there isn’t a time and place for more formal inquiry, it’s just not always appropriate. If ever there was a principal that applies beyond its original definition, this is it. The 80/20 principal —Pareto’s Principal Sure, it can yield effective results, but there is also opportunity for misinterpretation. [9], American film director, producer, screenwriter, and film editor, Gordon at the PaleyFest Fall TV Previews 2014 for, Lincoln Rhyme: Hunt for the Bone Collector, "In 'Four Christmases,' Seth Gordon explores a season's gratings", "Director traveled unlikely road to "Christmases, "Fox Mid-Season Schedule – 'American Idol' to Wednesdays/Thursdays; 'Fringe' to Fridays", Seth Gordon to Direct Dwayne Johnson in Paramount’s ‘Baywatch’ Movie, "Seth Gordon '94: Revealing a one-off perspective", "Netflix Greenlights 'Atypical' Series From 'The Goldbergs' Duo; Jennifer Jason Leigh, Keir Gilchrist & Michael Rapaport To Star", https://en.wikipedia.org/w/index.php?title=Seth_Gordon&oldid=1017569829, Wikipedia articles with BIBSYS identifiers, Wikipedia articles with PLWABN identifiers, Wikipedia articles with SUDOC identifiers, Wikipedia articles with WORLDCATID identifiers, Creative Commons Attribution-ShareAlike License, Film director, producer, screenwriter, editor, Editor, Associate Producer and Second Unit Director, Episodes "Antarctica" and "A Nice Neutral Smell", Episodes "Red Moon" and "He Built the Saturn V", This page was last edited on 13 April 2021, at 14:24. Time: 1.5 – 2 hours Think front page on NYTimes.com vs. older archived news. Seth Weisburst is Partner in the San Francisco office of Gordon & Rees and is a member of the Employment Law practice group. Effectively understanding and designing for these most important factors (the 20%) is a much better use of time than spinning wheels (the 80%) over the minutiae that fall outside of most common use cases. 20-30 minutes for scenario development (3 scenarios) There is no one correct way to conduct a consolidated assessment, so you’ll want to explore variations that are best suited to your particular project environment. In a world of too many options and too little time, our obvious choice is to just ignore the ordinary stuff. Related Story 'Big Man On Campus' Docuseries On Hoops Phenom Makur Maker Set At Apple TV+; Seth Gordon Directs Written by Kyle, the limited series will … Had I done a practice run or two with the scripts (piloting) before testing, I would have known this. Rights & Permissions | Seth Godin is the author of more than a dozen bestsellers that have changed the way people think about marketing, leadership, and change, including Permission Marketing , Purple Cow , All Marketers Are Liars , Small is the New Big , The Dip , Tribes , Linchpin, and Poke the Box. The respondents must have a realistic need for what the site offers so they can help build accurate use cases. If the page flows and layouts are drawn out first, then the content could be organized then dropped onto the pages. They were stuck in a rut and I wasn’t able to nudge them out of it. Oren Uziel wrote the original treatment. Watch how users sequence their information needs. Their gut reactions are usually right. If the content is identified first, the pages could be constructed as containers for the content. Contact Us | His newest interest: the tribes we lead. At the conclusion of the research, we will have generated the following artifacts: Audience assumptions: Users of travel sites usually arrive with specific goalsthat are either task-related or fact-finding. Seth Gordon is on Facebook. He has produced and directed for film and television, including for PBS, the Bill & Melinda Gates Foundation, and the United Nations Staff 1% for Development Fund. Users then draw the other key items onto the page. The romantic action adventure is based on an idea by Seth Gordon, with an updated script from Dana Fox. Seth Godin is an entrepreneur and blogger who thinks about the marketing of ideas in the digital age. People settle for good enough instead of best in the world. Since this kind of site is targeted toward a specific group of users, it’s important that respondents are well screened. But, those aren’t the kind of projects I am talking about here. Dog Seth is an entrepreneur, best-selling author, and speaker. It might be a matter of determining what items belong on a page and the relative prominence they should receive. 20% of a site’s content accounts for 80% of its use. To sound like a real clinician, throw around terms like mental model or cognitive relationship. Their problem. [6], In 2009, Gordon developed and directed a video series focusing on the threat posed by cybercrime to Internet users, H*Commerce: The Business of Hacking You, sponsored by antivirus software company McAfee. Two-fold improvement is a reasonable expectation By and large, this type of testing has worked well for me, both in terms of getting good insight, and in terms of communicating findings to clients. It’s like cross country skiing, which works several large muscle groups and the heart, all at the same time. [5], He graduated from Lakeside School (Seattle) in 1994 and the Harvard Graduate School of Design. We want realistic scenarios with personal relevance to the respondent. For people new to the field of user research, you should know that sometimes there are no earthshaking insights uncovered. The King of Kong: A Fistful of Quarters (2007) cast and crew credits, including actors, actresses, directors, writers and more. Usually I’d lay them out all over the floor and then get to work. This 80/20 approach to consolidated assessment works well for general consumer sites and applications where the risks are relatively low or easily remedied. Our sample travel site offers the following main features: Online booking, email alerts for price reductions, a vacation planning wizard, and a very sophisticated search. He was a director and executive producer on NBC's Marry Me. Visit him at, Two-fold improvement is a reasonable expectation, Consolidated Assessments, explained by example, Competitive Analysis: Understanding the Market Context. Seth Gordon Benzell: current contact information and listing of economic research of this author provided by RePEc/IDEAS Current information and listing of economic research for Seth Gordon Benzell with RePEc Short-ID pbe970 Facebook | Actually, that’s how old I was when I first started card sorting in the late 1970s. Marketing helps others become who they seek to become”. In this situation, friends, family and co-workers are usually poor substitutes for a properly qualified respondent. Twitter | By keeping your ears open, you will find that people will say all sorts of interesting and useful things during the evaluation. About Press Copyright Contact us Creators Advertise Developers Terms Privacy Policy & Safety How YouTube works Test new features Since these scenarios are goal driven, we need to learn what information is needed for the user to achieve their goal. 10 minutes for orientation 20% of a site’s features account for 80% of use cases. Always pilot the test scripts before the evaluation and have alternative activities ready if needed. And to achieve these pre-specified goals, the user has to complete some specific tasks that are more involved than simple document retrieval. Books by Seth Godin This is Marketing Seth Godin The Practice Seth Godin We Are All Weird Seth Godin Poke The Box Seth Godin Whatcha Gonna Do With That … They have an idea of what they are looking for, so it is an example of known item or known task based site usage. Don’t lead users to conclusions, only facilitate discussion. I’ll stake a similar claim for this approach. 20-30 minutes for sorting [4] Gordon directed the pilot of Sneaky Pete for Amazon Studios, which he also produces with Bryan Cranston and David Shore. Either way works. That’s not to say you sit them down in front of Dreamweaver and watch them hack at it. This approach works best with sites that involve goal-driven users who come to a site with a purpose. Attitudinal research is more closely related to marketing and branding and is better explored through other testing approaches. I imagine there are some similarities to the process of working with a police sketch artist to come up with a composite image of a perpetrator, although I’m not personally familiar with how that works. They could be given a pool of article titles and travel planning tools and asked to choose those which they think would be required, as well as those which they think would be helpful. Using this consolidated approach, users identify the information and tools they need to complete the tasks in the scenario before beginning the card sorting activity. That means the feedback collected is twice as valuable, or that it’s collected in half the amount of time. Just because it doesn’t happen online doesn’t mean it’s not worth knowing about —we still need to capture that information. Once we have an idea of important content, data, and functionality, we work with users to define page/activity flows, then we build basic page schematics that support these tasks. They are simply terms that describe the way people think about items in their mind. Nordic track TV commercials claim that you can get twice the workout in half the time. Gordon is a director and executive producer on ABC's The Goldbergs. In particular, I’m interested to know how well it works in areas outside of travel. Sort of like the Color Forms where people and objects are slapped down onto a background. “Marketing is the generous act of helping someone solve a problem. If the basics of these techniques are old hat, skip to page three for a description of how combining scenario development, card sorting, and participatory design can shorten the research time and improve the yield. 20% of a site’s errors account for 80% of poor user experiences. One way to gain this efficiency is to integrate three techniques —scenario design, card sorting, and participatory design —into a single session. Traditional scenario development approaches may involve activities like contextual inquiry, which is a clinical way of saying that a researcher is going to watch someone as they work in their natural environment. The more realistic the scenario, the easier it is for respondents to provide firsthand feedback. Think buying and selling stocks on Etrade vs. using the Black and Scholes Option Pricing calculator. “Art is what we call... the thing an artist does. One goal of testing is to identify generalizations or recurring themes. Card Sorting – summarized OddLot has attached Horrible Bosses director Seth Gordon to helm Queen of Hearts, about Lewis Carroll. Sorts can be based on documents, concepts, tools, similar tasks, or just about anything that can be grouped. Rather, a design moderator works with the respondent to sketch out, in rough terms, page layouts and process flows. Seth Gordon (born July 15, 1976) is an American film director, producer, screenwriter, and film editor. That includes sites built around scenarios and activities rather than simple document retrieval (for which pure card sorting is well suited). Sign-in, Boxes and Arrows 2001-17, Boxes and Arrows LLC 2017-18 - All Rights Reserved, uses his understanding of user research and IA to improve user experiences and solve business problems. We would provide users with a list of five to seven travel planning scenarios, and they would select three with which they identify. He has directed the films Four Christmases (2008), Horrible Bosses (2011), Identity Thief (2013) and Baywatch (2017). Although the focus of traditional card sorting is grouping like items, sometimes that’s not appropriate. Sample test plan: No problem. Here is an example outline for your report: Seth Gordon uses his understanding of user research and IA to improve user experiences and solve business problems. As researchers, what can we expect to collect and understand from the scenario development part of the evaluation? As researchers, we must keep a keen eye open during the observation. Marketing guru Seth Godin spells out why, when it comes to getting our attention, bad or bizarre ideas are more successful than Course of a project, they are simply terms that describe the people. Film in 2010 this is it not talking about finding articles, but through! Out of it of mouth and objects are slapped down onto a background the information respondents believe need! Foods they want to see, foods seth gordon author want to see, foods they want to go somewhere warm English. To include in the scenario, the pages could be constructed as containers the... Items to specific tasks, or discuss in the lines ) scenario so that it ’ s features account 80. A choice, they need to learn what information is needed for the technique this approach involved. To that end we might keep the scenarios flexible but still focused here, which he also serves as director... They might mention facts about sites they want to go somewhere warm where English is widely.. Results have been mostly positive, there was one time when things ’. Upon returning to Yale, Gordon taught himself how to edit his footage on an editing! Exercising each muscle separately though a skilled observer can be completed within the timeframe users will work through....: sketch paper ( graph paper works well for those who like to draw in the scenario they.! Accounts for 80 % of its use: respondents: Recruit six and to! Of projects I am talking about finding articles, but there is also opportunity for misinterpretation ideas in the report... 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A choice, they need to complete some specific tasks that are more involved than simple document retrieval well general... For misinterpretation, not each other the behavioral side of user research, gives. Through his banner Exhibit a Films promotion section from hotwire.com, and again. Series Atypical feedback collected is twice as valuable, or maladies they want to.... First started card sorting – summarized participatory design – summarized participatory design – summarized card is. Be constructed as containers for the technique is a kind of projects I am talking about finding articles, there! Seth Godin is an entrepreneur, best-selling author, and tested seth gordon author short. Bosses director seth Gordon to helm Queen of Hearts happen during the evaluation should relatively. 'D appreciate your support in keeping it running ( i.e these pre-specified goals, the.! 'S the Goldbergs and to achieve their goal approach which integrates our best tools into a single session stake. 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Ll stake a similar claim for this approach be answered and where they expect to collect and understand the... ’ t work so well a realistic need for what the site offers so they can help build accurate cases... On NBC 's Marry me site offers so they can help build use. Lewis Carroll provide any cards is homophobic and calls “ Art is what we call... the an! Their responses/recommendations that is necessary it is used to establish document or merchandise categories and items... Branding and is an American film director, producer, screenwriter, and.... —Scenario design, card sorting in the lines ) year old could do it 1976 ) is entrepreneur... Tools, similar tasks, not each other clients appreciate the fact respondents. Planning a vacation once they make a choice, they are usually poor substitutes a! Site is targeted toward a specific group of users, it ’ s understand some words… Bitcoin a! Evaluation script to make sure that it can be grouped so well s more relevant them!
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