No matter how smoothly a project has been going, the last eight percent can feel grueling on marketers. In his presentation, Creative Director Nate Denton gives marketers strategies to help move through the final stages of a digital endeavor, so that the final product is as excellent as initially envisioned.

1. Experience Lab 2017 | 11.08 – 11.10 2017
BY DESIGN
8 FOR EI%HT
Finishing Strong

2. Experience Lab 2017 | 11.08 – 11.10 2017
NATE DENTON

3. Experience Lab 2017 | 11.08 – 11.10 2017

4. FOR EI%HT
F I N I S H I N G S T R O N G

6. Experience Lab 2017 | 11.08 – 11.10 2017
S.C.I.E.N.C.E.
Some Client Involved Experiences Nathan Can Explain

7. CONTENT CREEP

8. Experience Lab 2017 | 11.08 – 11.10 2017
D
When do you start addressing content?

9. Experience Lab 2017 | 11.08 – 11.10 2017
D
When do you start addressing content?
Beginning Middle End
It varies from
project to
project

10. LAUNCH
PREP
DESIGN BUILDRESEARCH &
DISCOVERY
Addressing Content Addressing Content Addressing Content
* Source – S.C.I.E.N.C.E
CONTENT CREEP

12. “Excuse me…”

13. “Excuse us…”“Excuse us”

14. CONTENT CREEP

15. CONTENT CREEP

16. CONTENT CREEP Broken DateUnfortunate Photo
Exhausting
Headlines &
Abstracts

17. CONTENT CREEP

18. PRIORITRYZE

19. Experience Lab 2017 | 11.08 – 11.10 2017
How do you prioritize tasks?

20. Experience Lab 2017 | 11.08 – 11.10 2017
How do you prioritize tasks?
By difficulty By cost By user needs By business
goals

21. Experience Lab 2017 | 11.08 – 11.10 2017
MUST
HAVE
NICE
TO
HAVE
IT CAN
WAIT
PRIORITRYZE

23. Experience Lab 2017 | 11.08 – 11.10 2017
Implicit Personalization
Custom Photography
New Practice Structure
Search Type-ahead
New Logo
Data Visualization
New Headshots
New Practice Descriptions
CRM Integration
Videos
Explicit Personalization
Before Launch
After Launch
PRIORITRYZE

24. PRIORITRYZING
!
FAILURE
PRIORITRYZE

25. Experience Lab 2017 | 11.08 – 11.10 2017
Doing Less Can Lead To “More”
! More time to do things the right way
! More budget to execute with impact
! More confidence in your approach
! More sleep and sanity for you
! More energy at work
! More kudos from your boss
! More promotion money to purchase valuable things

26. PEOPLE
WILL
FORGET
PRIORITRYZE

27. FONDNESS FATIGUE

28. Experience Lab 2017 | 11.08 – 11.10 2017
D
What do you do most after a
design is approved?

29. Experience Lab 2017 | 11.08 – 11.10 2017
D
What do you do most after a
design is approved?
I revisit them
with relative
frequency until
it’s live.
I shop them
around for
continued
thoughts and
buy-in.
I look at what
other companies
are doing in
comparison.
Once approved,
I step away from
the designs.

30. REMEMBER
YOUR FIRST
IMPRESSION
FONDNESS FATIGUE

31. SAY
TURKEY
100
TIMES
FONDNESS FATIGUE

32. AVOID
GAWKING
AT OTHERS
FONDNESS FATIGUE

33. DEVILISH DETAILS

34. Experience Lab 2017 | 11.08 – 11.10 2017
D
What do you consider the most
important design detail on a website?

35. Experience Lab 2017 | 11.08 – 11.10 2017
D
What do you consider the most
important design detail on a website?
Imagery Typography
Color
Palette
Movements
&
Interactions

36. DEVILISH DETAILS
SETTING UP THE SYSTEM IN ADVANCE
DEVILISH DETAILS

37. MAKES THE
DESIGN
HARDER
TO BREAK
DEVILISH DETAILS

38. MOTION
MOTION
MOTION
DEVILISH DETAILS

39. PROTOTYPES
CAN HELP
DEVILISH DETAILS

40. INSPECT
YOURSELF
BEFORE
YOU WRECK
YOURSELF
DEVILISH DETAILS

41. TESTY, TESTY

42. Experience Lab 2017 | 11.08 – 11.10 2017
D
Which of the following testing approaches did
you leverage on your last website redesign?

43. Experience Lab 2017 | 11.08 – 11.10 2017
D
Which of the following testing approaches did
you leverage on your last website redesign?
None of
these
We tested
on clients
We tested
on internal
employees
Our agency
conducted
testing
We used a
third party

44. Experience Lab 2017 | 11.08 – 11.10 2017
D
Functionality testing
Usability testing
Interface testing
Compatibility testing
Performance testing
Security testing

45. CAN’T
HARDLY
WAIT
TESTY, TESTY

46. INSIGHTS
VS
ANSWERS
TESTY, TESTY

48. Experience Lab 2017 | 11.08 – 11.10 2017
D
Have you ever had to adjust a design
that has already been approved?

49. Experience Lab 2017 | 11.08 – 11.10 2017
D
Have you ever had to adjust a design
that has already been approved?
Yes –
Frequently
Yes -
Occasionally
No – Once
approved it’s
final
No – We try
not to let
others get
involved

50. Experience Lab 2017 | 11.08 – 11.10 2017
Choose Your A-Team Early

51. KEEP IT
TIGHT
TRICKY TRUDY

52. BEAUTY
STAKEHOLDERS
1 A Lot
* Source – S.C.I.E.N.C.E

54. SAYING NO
WITHOUT
SAYING NO
TRICKY TRUDY

55. Experience Lab 2017 | 11.08 – 11.10 2017
CASE STUDY

56. Hi Trudy!
Carl
Are you excited about the new website direction?
Well…
Thanks for the input Trudy. We are actively
researching methods that allow the user to get to
important information quicker. During our
research process, we found that the large
majority of customers are most interested in our
experience. A lot of our competitors have
similarly impressive awards, so we definitely want
to showcase those; but it’s our experience
section that really drives business development.
I don’t like that you have to scroll to see
the award logos on my service page.

57. GIVE EM’
THE BIZ

58. REMEMBER YOUR RESEARCH

59. Experience Lab 2017 | 11.08 – 11.10 2017
D
Which of the following research methods
did you engage in on your last website?

60. Experience Lab 2017 | 11.08 – 11.10 2017
D
Market
research
Competitive
set analysis
User research
Brand research
None of
these
Which of the following research methods
did you engage in on your last website?

61. Experience Lab 2017 | 11.08 – 11.10 2017
vs
REMEMBER YOUR RESEARCH

62. REMEMBER
YOUR
AUDIENCE
REMEMBER YOUR RESEARCH

63. LIMIT
YOUR
OPTIONS
REMEMBER YOUR RESEARCH

64. Experience Lab 2017 | 11.08 – 11.10 2017
REMEMBER YOUR RESEARCH

65. Experience Lab 2017 | 11.08 – 11.10 2017
REMEMBER YOUR RESEARCH

66. FEAR FACTOR

67. Experience Lab 2017 | 11.08 – 11.10 2017
How often do you second-guess
a design decision?

68. Experience Lab 2017 | 11.08 – 11.10 2017
Never Rarely Frequently All of the time
How often do you second-guess
a design decision?

69. Experience Lab 2017 | 11.08 – 11.10 2017
“Some people die at 25
and aren’t buried until 75.”

70. Bifocals

71. Electricity

74. Experience Lab 2017 | 11.08 – 11.10 2017
“Let’s Make a Deal”

75. YOUR
WEBSITE
CONSTANTLY
EVOLVES
YOUR

76. Experience Lab 2017 | 11.08 – 11.10 2017
In Conclusion

77. CONTENT CREEP
PRIORITRYZE
FONDNESS FATIGUE
DEVILISH DETAILS
TESTY, TESTY
TRICKY TRUDY
REMEMBER YOUR
RESEARCH
FEAR FACTOR

78. Experience Lab 2017 | 11.08 – 11.10 2017
BY DESIGN
8 FOR EI%HT
Finishing Strong