About the talk
Start your digital content initiatives off right by choosing the right underlying tools. Learn a modern alternative to traditional waterfall approaches to selecting content technologies. In this clip from the Intelligent Content Conference 2018, Tony Byrne, founder, Real Story Group, shares how to apply design thinking to tech selection.
02:00 What is design thinking?
03:20 Real Story Group
05:18 The magic quadrant
06:54 “Love at fist sight”
08:00 Happiness is a stack of warm binders
09:30 Design thinking definition and steps
Hi, good morning. It's great to see your bright shiny faces. This this title almost seems I don't know a little bit of noxious like the right way and use it as an analyst you like saying well and maybe there's maybe that's what I did. So I feel really passionate that we've been doing this the wrong way for a long time and I feel really strongly that there is a right way and that's what I want to share with you today is a methodology that you can use for any technology but I think in particular content technology, which is the space that I come out of it's so important because it has to work
for both people authoring and editing as well as the people consuming content into it sometimes more complex then selecting other types of Technology, but it's really critical to get all those pieces, right? So let's start with a couple of questions and If you want to just I'm just going to be at the spirit moves. You raise your hands. I want to ask you your opinion about this. So the first one anyone why do half of Mighty Fighters by weight has been inconsistent data over the last 30 years that half of all IT projects fail or fail to meet their objectives or or fail out
right? I don't want to guess. Why does that happen raise your hand? anyone Yes. Loving you. lousy requirements definition miscommunication between whom business an it, right? Yeah. Yeah. That's a good one. I'm going to give you a free copy of the book. Right. Yeah, cuz people will sometimes say things and it's kind of similar to yours requirements definition gone. Awry anyone else. Okay. Is a separate question and I'm going to put these two together in a second. What is design thinking is a hot term right now in the creative space in
the end in marketing as well. What is design thinking when it comes to digital? Anybody know? Focusing on solving problems. Yeah, but how Putting customers first. That's a good one. Anything else? You want to raise your hand? Building to a process right? There's a very specific mythology around it. All the people adapt this methodology in different ways. Yeah good. So what are basic approach here? Is it traditional Swiss technology selection has been using kind of a waterfall approach a very old-fashioned
kind of approach. We try to get all the requirements perfect and then boom take a tool whereas design thinking teaches us a much more agile and iterative approach. They were taking out a design world and applying it to technology selection. and It took us a long time as an analyst firm kind of learn this lesson. I found in real story group originally a CMS watch about 17 years ago. And we wanted to create a different kind of analyst firm something. It was much more customer-focused and really focus on analyzing the strengths and weaknesses of the
different vendors so we can feel it. There was a really really proper Consumer Reports type out there. So that's what we do today. We provide This research and subscription to companies who are considering selecting these tools and we're somewhat unique in as much as we only we believe we're the only major analyst firm in the world that only works with Buyers the technology. We never advised Arkansas the vendors and that gives us the kind of Independence to be arguably. They're the hardest hitting most most critical critics of this technology out there.
Cover of variety of different Technologies. I don't know how well you can see the snap. I've got extra copies over here. You can go grab something at home. We can download it from a website. But the idea is that these different lines here like a light blue line is web content and experience management. The purple or lights pink is digital Asset Management purple is marketing Automation and campaigns for INS customer relationship management associate or saying what vendors do what right around the world and so you see that there's some vendors like Microsoft Sales North Oracle
that has typically whole panoply of different solutions across all of these different lines and then you've got these kind of more best of breed type Solutions as well. Who's this city center with these big names if you recognize what do you think most of the Innovation is happening at the center at the periphery? The periphery right? And so another way of talking about this in kind of analysts speak and it is a highly fragmented Market which is more human way of saying that is you have a heck of a lot of choices. When you go out and you want to select a digital asset management or
web content management system. So choice in general is good right as a customer Advocate. I'm going to say the more choices you have the better. You just need a framework for kind of filtering that down. So, what's the right framework well? What am I making fun of here? There's something specific produced by Gartner an analyst firm called. Call the magic quadrant. Ryan Forrester has them and I DC and others where they ranked all the vendors and you want to be in the top right quadrant. And those are the best vendors in for a long time. That's how people
pick tools. And I remember working as an implementer this software and actually trying to implement some of these tools that were in the upper right-hand quadrant and wondering these things these things that are completely messed up. How is it that that these got there and then I realized that the that the analyst industry has a lot of significant conflicts of interest and deficits in it. I won't go into all of that. But just to say that over the years we learned that there was a better way to select technology not just focusing on who's in the upper, right? But what's really the
best fit? How do you get to the best fit? So my colleague Jared and I finally sat down and wrote a book about it called the right way to select technology. I'm happy to share a free copy of this with you later. You already got yours, but explain exactly how we do that. But they think this book was in reaction to the wrong way of selecting technology. The first one we already talked about as a horse race who's ahead who's behind who's hot and that's basically what these traditional analyst quadrants will tell you when it's mostly useless because the point is that it's not a
question of who's ahead but what's the right fit for you ride face on your side while you're trying to do does your level of maturity in this space? The second one which we see a lot in the content marketing industry is love at first sight. And the reality is that you know, love at first sight. Sometimes it does happen in the real world that usually the way that you have a long-term relationship is you build it over time and you also maybe try some different things along the way and the reality is that every vendor has competitors.
Every manager has competitors. You want to check that out the third one. We call My Cousin Vinny and we see this a lot in higher education in government. Turn the other sectors sometimes Finance which is some other company or organization in my sector using this tool so and it works seems to work for them. So they'll probably work for us to write and now you do want to go out and get some trail wisdom. But the reality is you're probably a little bit different than than than other companies you may in fact be trying to differentiate yourself. And so just getting something because
somebody else got it doesn't mean it can be the right fit for you. The fourth one is perhaps the most pernicious we call this happiness is a stack of warm binders and go out and I do all these requirements to have high back to the business objectives this you know, 20% and not 12% and it makes it seem very mathematical and very scientific and I've done all of my work and the only problem with it is doesn't tell you which vendors going to be the right fit. Right, it's mostly because it actually takes people out of the processes
a very abstract kind of nonhuman way to do this. Is another one that we've added particular on marketing cuz we see it a lot recently. And that is we already have this to a we already have this vendor, right? We already have Adobe. So let's and we use them for management to even though it's a very different product. I might not be the right fit for it. So it's like, you know, I already have this big drill. I've got to put this little hole in this piece of wood. So I'm going to like, you know, I use that and I and the problem with that of course is very uncomfortable for the
person who has to put little drill little holes in this wood to use this huge massive almost kind of sometimes the results of using something for what it wasn't intended can actually be catastrophic but usually it's just more of a pain but it also shows in a way a kind of a lack of respect for your pierced. Did you say Okay, we already have this so I'm just going to say that it's the right way and do the right thing for you rather than actually giving him a chance to use it. Don't said you want to apply design thinking. Right, which is a way of getting
outside as waterfall approach and being more agile. We happen to like this particular definition. It's human-centered. God's from the designers tool kit mixes people technology and business I'm in the two-way is approach to integrating those. And according to David Kelly it has these five steps. What you really like because it turns out that these are very similar to the five steps that typically we've learned to take people through when they're selecting technology. So when you're
selecting technology, which is basically kind of a filtering process. The first thing you need to do is make a human-centered. So our subscribers get to call us up on the phone and ask questions and help them through these sorts of challenges and the very first question that we then that is what is your selection team look like and sometimes I got selection team or sometimes he didn't work. So just i t is going and picking this for a so there's three people working on it. What you really want is an
interdisciplinary selection team. That's led by a business person but includes it and other stakeholders depending on the type of technology that you have to have a diverse set of interested stakeholders. It's really critical that this team not lead to senior. And the reason for that is a methodology to we're going to show you it's pretty intensive and pretty Hands-On has to be people who actually a have the time. But be actually know what they're talking about in actually would be using this stuff right that makes it real. And I'll point of this is to make it real in
human-centered. Okay, so you have a filtration process and let's take those five steps of design thinking and apply them to a technology selection methodology. so the first thing is you empathize the way you do this over the way it is very familiar to you as you create stories not checklist, but stories you didn't Define what you need and you do that through an RFP request for proposal or internationally topping known as a tender. A lot of people are down on Artie's. We're really in favor of them. If you do it right
will show you the right way to do it. Then you want to wait a little bit because you probably in version 1 haven't gotten your requirements completely, right? Nobody does particularly when you're putting it in black and white on paper for something. That's a very interactive experience working with technology. So you use the proposals to teach you in adapt and learn? Can you do some prototypes? This is by having very structured demos with a small set of vendors. He were their structure the following your script in your stories, not their
scripts and their stories. And finally you passing this up this whole process has been about testing but the most important thing one thing that I really wish you to remember. Is how essential it is in the Final Phase of this process? is a competitive proof-of-concept or what's we sometimes refer to affection as a Bake Off Pillsbury as I stood up and said we trademark that turn big off so The point about the Bake-Off is you get your team hands on the technology. I can't stress how important that is. You're not going to
know if it's easy to use which is what we all want until people actually get hands on executing me stories that you created. Any vendor that doesn't let you do that you need to walk away from and I'll show you some specific examples of that in a minute.
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