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The Purpose of Digital Products

  • Advertise
  • Persuade
  • Entertain
  • Influence
  • Educate
  • Inform
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Background - why are you doing this?

Objectives - who is this product for? what is the purpose of the product? will the product deliver in terms of benefits?

Product team - who will be doing the work?

Timelines (and milestones) - when will the work get done? (and the significant outputs)

Pre-requisites - what else needs to be in place for this to happen?  (constraints)

Methods, tools and techniques - how will the product be designed, developed, tested etc...

Communications - how will you let everyone know how you're doing?

Estimated costs - including staffinf, hardware, software, legal contactors etc...

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The Waterfall method

Software development life cycle

  • Used when programming and computer technology was more restrictive/basic
  • Assumed that the proposal was correct and nothing would change (therefore inflexible)
  • Can lead to lost time and money
  • Idea/proposal
  • Analysis
  • Design
  • Build
  • Test
  • Implement
  • Handover
  • Support
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Iterative Design and Development

Allows flexibility, constant testing and feedback

Design > Test > Build

A good design creates a product that:

  • Is easy to use
  • Has the appropriate functions
  • Is reliable and secure
  • Stores and retrieves data appropriately
  • Works well
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Age, sex, occupation (job), salary, location, education, type of home, family life, how much free time they have

Leisure interests, general attitudes, behavious

  • What does he/she read?
  • What is his/her big life goal?
  • Does he/she use any other digital products?
  • Does he/she use a PC/laptop and if so where?
  • Does he he/she use the internet?
  • How much time does he/she spend on ther internet
  • What sites does he/she use most frequently
  • What does he/she want from our digital product?
  • What will it interest him/her?
  • How will it help him/her achieve their goals/needs/wants?
  • What do we want him/her to do on our digital product to support our aims?
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Gathering Information


  • Focus grops - invite a group of people to test a product
  • Questionnaires - questions to be asked, either paper or electronic
  • Interviews - questioning someone on a 1:1 basis
  • Usability testing - a user is asked to perform a series of tasks to test a product
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Platform Devices and Browsers

Different platform devices:

  • Computer
  • Laptop
  • iPad
  • Smartphone
  • iPhone
  • Blackberry
  • Television


  • Chrome
  • Firefox
  • Internet Explorer
  • Safari
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User Experience Honeycomb

Usable - must be possible t use the product but cannot be too basic

Desirable - very powerful, brand, image (e.g. apple)

Accessible - for those with disabilities

Findable - design of navigation is important to find objects

Credible - users must trust and believe in the product

Useful - must consider this in design

Valuable - user satisfaction

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8 Golden Rules of Design

1. Strive for consistency

2. Enable frequent users to use shortcuts

3. Offer informative feedback

4. Design dialog to yield closure

5. Offer simple error handling

6. Permit easy reversal of actions

7. Support internal locus of control

8. Reduce short-term memory load

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