Inside Goal-Directed Design: A Conversation With Alan Cooper (Part 2)

We continue our conversation with Alan Cooper at Sue and Alan’s warm and welcoming ranch in Petaluma, CA, which, in addition to themselves, is home to sheep and chickens, a cat named Monkey, and a farmer who works the land.

Part 2 brings us up to present-day, and discussions around the applications and fundamentals of Goal-Directed Design that support its success at Cooper and beyond.

From Theory to Practice­­

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Amber Alert: The Tragedy of Bad Design

If you live in California or New York and you own a cell phone, you probably recently experienced the new Amber Alert capabilities. And by “capabilities,” I mean “the government’s newfound ability to disturb your sleep with non-actionable information.”

In California, the alert that set all this ablaze was in reference to a man, James Lee DiMaggio, who may or may not have killed his friend and her son, burned his house down with them in it, and fled with her daughter. Not that you would have known that from the Amber Alert: “Boulevard, CA AMBER Alert UPDATE: LIC/6WCU986 (CA) Blue Nissan Versa 4 door.” Certainly, Twitter has been all a-buzz about the alerts, and there are dozens of articles on the subject (my personal favorite headline: “Shaquille O’Neal: Yeah I Got That Amber Alert”).

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CascadeSF UX Night: Planning for Responsive Layouts

Recently at Cooper, we updated our website with a focus on responsive web design. Working with Cooper’s other great developer, Elisha Cook, I learned a lot in the project, though at times it seemed my head would explode trying to figure out solutions to various problems presented by responsive web design, so when I heard that CascadeSF was hosting a presentation on this very topic, I was eager to attend and see what I could learn.

CascadeSF is a collective of San Francisco-based web designers and developers who meet periodically to keep up-to-date on design trends, standards, and techniques. On July 24th, the presenter was Pauly Ting, a Lead UX Designer at Tigerspike SF, founder of Feedia, and co-founder of TwoCents. The MeetUp was hosted in the offices of the residential real estate site, Trulia, just a block away from the Cooper studio.

Digital Evolution: From Fixed to Responsive Layouts

The focus of Pauly’s presentation was on planning content for responsive layouts. Responsive layouts present new challenges for organization and delivery of content. We are accustomed to the page-based approach to organizing content, largely because that is how content has always been organized and delivered. For example, the printing press has a fixed width and height based on the page size. The Gutenberg Press revolutionized content delivery in the 15th century by organizing content as hand-set letters and graphics arranged in rigidly determined rows that could then be mass produced. It was a new paradigm, taking book production from the hands of scribes locked up in monasteries, and distributing books more widely, making education of the masses possible for the first time, which of course changed the world.

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UX Boot Camp with Marketplace Money

Old School Radio Meets the Digital Age

Take a look inside Cooper’s June, 2013 UX Boot Camp with American Public Media’s Marketplace Money radio show, where students explored the next horizon of audio programming—a paradigm shift from broadcast to conversation-based platforms.

The Challenge
Students rolled up their sleeves to help the show respond to the trend away from traditional radio by finding the right mix of alternative distribution platforms. Marketplace Money came equally ready to take a radical departure from their current format in order to create a new model that redefines the roles of host, show, and audience in the digital age. To reach this goal, students focused on designing solutions that addressed three big challenges:

  1. Engage a new, younger audience that is tech savvy, and provide easy access to content via new platforms, such as podcasts, satellite radio shows, and the Internet.
  2. Inspire audience participation and contribution. Facilitate conversations and inspire people to share their personal stories so that listeners can learn from each other.
  3. Design ways for the host to carry an influential brand or style that extends beyond the limits of the show and engage with the audience around personal finance, connecting with listeners in ways that are likeable, useful, and trustworthy, making the topic of personal finance cool, fun and approachable.

At the end of the four-day Boot Camp, student teams presented final pitches to Marketplace Money, and a panel of experienced Cooper designers offered feedback on their ideas and presentations.In the following excerpts from each day, you can test your own sensory preferences for receiving content as you see, hear and read how design ideas evolved at the Boot Camp, inspiring new relationships between people and radio.

Marketplace Money Class

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Zoom Out—It’s Not Just About the Product.

Bay Area Video Coalition alumni Amy Li attended Cooper U’s Interaction Design course in May. After 4 days of user research, synthesis, and persona and scenario creation, here are the some of the powerful concepts and practices she learned from Cooper U.

Recently, I had the opportunity to attend Cooper U’s Interaction Design course. This extensive four-day course explored many techniques and practices useful to designers, developers, marketers, project managers, and design enthusiasts. Here are some concepts and tips that resonated with me.

Your product doesn’t work in a vacuum.

Understanding the product ecosystem helps designers see the bigger picture and the elements that will be affected by their design, such as who will use it, where, and in what situation.

Creating the product ecosystem helps establish the product domain and identifies design opportunities, challenges and unexpected connections.

To create a product ecosystem, designers should seek answers to these questions:

  • Who might this product affect?
  • What kinds of activities and actions might be related?
  • What are some unique places where the product might be used?
  • What trends and technologies might be leveraged for this product?

After a designer understands the product domain, their next step is to ensure the design will be relevant and meaningful to the people who use it.

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Explore New Interaction Paradigms at UX Boot Camp: Wikimedia

Advance and apply your UX design skills to a meaningful real-world problem in this intensive, hands-on workshop


This September, join Wikimedia, Cooper, and design-thinkers from around the world as we find new ways to spread knowledge through mobile Wikipedia. In this four-day workshop, you’ll use new UX skills to make mobile content contribution more approachable, intuitive, and less reliant on traditional input methods like typing. If you’ve wanted an excuse to explore new interaction paradigms and stay ahead of the design pack, this is your chance. Best of all, you get to do all of that in the creative classroom setting of Alan and Sue Cooper’s 50-acre ranch in Petaluma, CA.

Register now: UX Boot Camp: WikimediaSeptember 17-20, Petaluma, CA

What’s in it for you?

  • Learn new interaction techniques and approaches under the guidance of industry leaders, including Alan Cooper
  • Learn how to think through a problem from both a design and business perspective, rather than blindly applying methods by rote.
  • Energize your practice and make new connections by working on a real-world challenge with peers from around the world.
  • Beef up your portfolio with a smart, new design concept
  • Pick up leadership and collaboration skills that will help you better navigate your work environment.

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UX Boot Camp Goes to Europe

Guest post by Francesca Di Mari at Sketchin, a Swiss user experience design firm based in Lugano.

At  Sketchin we strongly believe that design can improve lives and foster social good. We first heard of Cooper’s UX Boot Camp when we visited Cooper in September, 2012, and we fell in love with their idea of using design to educate and foster social good by bridging design students with non-profits. This idea was conceived of and developed by Kendra Shimmell, the Managing Director at Cooper U, and it launched our determination to be part of a design revolution for social good.

Our first step was to create our own UX Boot Camp modeled after what we experienced at Cooper. So in May of 2013, together with Talent Garden Milano and Frontiers of Interaction, we organized the first Italian UX Boot Camp in Milan, modeled after the Cooper UX Boot Camp. Here is a look back at what we created and discovered in the process.

UX Bootcamp Milano 15

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The Sound of Design

Our lives have a soundtrack.

Throughout the workday, we are immersed in a chorus of snaps, taps, squeaks, dribbles, drops and pops. These ambient sounds (and not so ambient from the guy who blasts death metal all day) play an important role in our design practice. Sound can be a muse or a distraction, but it’s always an influencer—of your mood, your process, and your outcomes.

Have you ever thought about the sounds that surround you at work? Ever wondered what story your workplace tells about you and your culture? Share the story of your design studio by recording the little (and not so little) sounds that make up your design practice, and help us create an artifact that tells the larger story of design. Each recording we receive will be uploaded onto the Sounds of Design audio stream adding to the first soundscape of design.

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Austin in SXSW – The Digital Master (2 of 3)

Last week I shared a number of trends, tech, and tips discussed at SxSW for harnessing physical objects and space within our digitally mastered world. But you might be wondering: “Patrick, why are you advocating making more crap we don’t need? Doesn’t that add to the complexity?” Clever you are. One of the most interesting trends we’re seeing in design is a move to not only smart defaults, but to intelligent ones that can manage that complexity.

The digital master of intelligence

Two talks convinced me that automation will play an increasing role in our lives. From an engineering perspective, Amit Kapur and Jeff Bonforte explained the powerful robot applications that run within our phones, our cars, and our houses. From a design perspective, former Cooperista Golden Krishna shared the design principles that might throttle us toward more interfaces-less interactions. Now three scenarios to highlight the difference between the human, the machine, and the automaton:

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