Chelsea website builder
Hello and welcome to this website builder Web Designer Chelsea video tutorial.
I’m Owen Corso from Google.
And today, we’re going to build a rich media expandable creative with video.
Let’s start by selecting file, New File.
This opens a dialog box where we will set up our ad.
First, let’s make out high of project.
We have four options– The default is Display & Video 360so we will leave that as is.
Designing for Mobile Apps: Overall Principles, Common Patterns, and Interface Guidelines
CHRIS: Welcome! My name is Chris and I'm a designer on the Google Web Designer team Today I'll walk through a new dynamictemplate with an emphasis on text We'll cover customizations includingconfigurable panels selecting nested elements, dynamic text fitting, editing groups and a demonstration of the template when uploaded into Display &Video 360 Ad Canvas Let's get started First let's navigate to the templatelibrary You'll find the template under the thumbnail Data Driven for Display & Video 360 Notice we have three new template layouts to choose from Blank Slate, Cue Cards and Panorama but today we'll be focusing on cue cards Let's create a template using cue cards I'm going to give the file a quick name andclick Create Now before we proceed in Google Web Designer let's take a quicklook at a design schematic of cue cards So cue cards is a template that utilizeselements and assets such as a logo, a background image, a swipe gallery a swipe gallery navigation, an animated arrow icon and three dynamic text groupslabelled SlideA through SlideC You also notice a few tap areas utilized for dynamic exits OK jumping back into Google Web Designer Let's review a fewimportant panels for customizing and configuring cue cards the template In the timeline you'll notice we have a lock icon Let's click the lock icon to unlock and edit the layer Let's select componentswipe-vertical Next navigate to the Properties panel The Properties panel iswhere we can configure the elements attributes style, position and size, andalso edit the component properties You'll find this component is driventhrough the use of groups SlideA, SlideB, and SlideC Now let's move to the Library panel We'll find the individual group definitions and group contents in the Library We can right click a group nameclick Edit and edit the contents of the group Protip: to quickly inspect theelements inside this group We'll use the Outliner The Outliner is a really coolnew tool for enabling us to view nested elements inside the group versus clicking through your divisions you can rapidly find which element you would like to target and edit You'll also notice in this creative we have twodivisions: wrap-SlideA txt-wrap-SlideA These are dynamic text divisions thathave a little bit of CSS logic that helped to auto center them depending upon what type of information comes down through the feed Now let's click on txt-description-SlideA in the Outliner You'll also notice there's a T icon next tothe txt-description-SlideA This signifies that it's a text element With the text element selected We will come up to the panel at the top named Text In the text panel you'll be able to configure text fitting of dynamic text and also the styling of the text in your document We can set a maximum size andalso a minimum size and when the dynamic text is passed to the division it will display the rendered fitted text size Now let's navigate back to the root ofthe document you'll notice we have breadcrumbs in the bottom left-hand corner of the stage right above the timeline Let's click Div to jump back tothe root of our document Now two more notable panels are the Events panel and the Dynamic panel In the Events panels we have events thatare specific to the control over the animated arrow icons behavior during autoplay and also during user gesture Next to the Events panel we have theDynamic tab These are the dynamic bindings that enable this document to bebound dynamically including assets, text, styling, and click exits You'll also notice Brand Awareness ishighlighted Brand Awareness is the schema we are going to be utilizing inside of Display & Video 360 Ad Canvas click OK to exit the dialog As an added bonus I would like to demonstrate the power of this creative If I jump over to a mock from a visual designer this is technically the specthe designer would like me to build to This creative is dynamic so the textcould technically be interchanged Let's fast forward to what the creative canlook like if I built it using Google Web Designers Cue Cards template You'll notice as I refresh this page the creative auto animates The arrow tries to grab the users' attention by animating and jumping The creative also has anavigation on the right hand side where we can drive the creative Users can also use gesture to scroll through the creative upon user interaction Let's say I wanted to publish this creative and upload it into Display & Video 360Ad Canvas So you might have a question what is the Ad canvas The Ad Canvas isa visual editor you can use to build and edit creatives in real time The Ad Canvas only supports our Google Web Designer data driven templates and also custom variations So in DV360 my template is loaded in the center and on the right hand side I have a UI that is editable on-the-fly You'll notice textfitting is working Variations and iterations can be knockedout proofed and signed off in a matter of minutes now with Google Web Designer'snew data driven templates in the Ad Canvas The new dynamic workflow hasnever been easier if you would like to learn more about Ad Canvas please look in the details section of this video for a Display & Video 360 Ad Canvascomprehensive demonstration link This wraps up our video Please have funcreating new dynamic ads Thank you from the team at Google Web Designer.
Chelsea website builder
Next, we can select the type of ad.
We want to make an expandable, so we select Expandable on the left.
Next, we can set again ad’s dimensions.
We are building a 320 by 50that expands to 480 by 250.
So I will make those changes.
We then assign the Chelsea creative a name.
I will leave my Save ToLocation as the default, and leave the talk about set to Quick.
Once I’m happy with my settings, I click OK.
Google Web Designer creates the initial pages of the ad for me with the dimensions I defined.
The collapsed page already contains a Tap Area event to expand the ad and an expanded pageChelsea with a close tap area to collapse back down.
Building Expanding Creatives - Google Web Designer
KENT: My name is Kent.
I'm the creativespecialist on the Google Web Designer team and I'd like to review dynamic exits in Studio A dynamic exit refers to the URL loaded when a dynamic ad is clicked on It's usually related to the product being shown and that URL comes from yourdata feed This video describes the workflow for setting up dynamic exits in Studio Now the simplest case is an ad which doesn't use a gallery or carouselcomponent Here's an example from another one of my videos titled Dynamic inStudio - Google Web Designer You'll see my creative contains only placeholder content But when I preview it in Studio you'll see it loading data from my feed Refresh it Now we're seeing product number 0 Look at my feed for product 0 we're seeing this name, this image and here is the URLfor my exit for this product Now when I set up this ad, I used the simple static exit So when I click anywhere on the ad it'll load a static URL like a landingpage What we want to have happen is this to exit to the URL associated for that product Let me show you how to do that in Google Web Designer First thing we'll do is select the current event and delete it Then we're going to look over inour components panel and open up Interaction and grab a taparea Then with the Transform control selected I'm going to stretch this out to cover the ad And in my Dynamic panel I'm going to click the plus icon to make a new binding We'll select that tap area We're going to look for Exit override URL And we'regoing to drill into our feed the first item, exit URL, and get the URL Click OK and we'llpublish this Now when that's done we'll switch over toStudio We'll reload our creative I'm going to click on the ad Now I'll see we'regetting product one Just to make sure this is really working let's reload itand get another image Here's number five Let's click on that Here's product fiveso that's good Now next thing you might want to do is combine static and dynamicexits in a single ad so you might want to have a logo up here which goes to a home page and maybe some disclaimer text down here which goes to a legal page So let's see how we can do that Back in Google Web Designer I'm going to double click this newtaparea and give it a new name exit-default then I'll copy and paste it I'm going to call that one exit-product and this layer is on top So I'm going tomake this just cover the product area and I'm going to select exit-default andchange the exit on that Now one trick over here in the Dynamic panel I can choose Selection and now I would just see the binding on that selection I'm going to select it and delete it With it still selected I'm going to move to the Events panel click the plus icon and add a new event Google ad, exit ad, gwd-ad I'm going to put an arbitrary ID in here and I'm going to put a full URL to mylanding page OK and we're going to publish again Now when that's done, we'll switch back to Studio and reload the page Now when I click in the corners I'm getting my static URL And when I click on the product I'm getting the correct product That concludes this demo, dynamic exits in Studio Thanks for watching.
7 future web design trends
When I joined Google a little more than 2 years ago, I was asked by a few people to tell the story of how I got there and what my experience was.
I promised I would but I never actually did. Maybe I was shy, maybe I didn’t have the time or maybe I simply thought, probably wrongly, that it wasn’t interesting enough.
I decided to finally honor that promise and write about it.
I hope this is not too late and that it will be useful to some people.
I will try my best to sum up my experience and stories and provide a few advices from them.
Oh, one more thing. This is not a guide on how to get a job at Google. Based on my experience, I do not think such a thing exists. It will not describe the interview process in detail (such as the questions asked) nor disclose any confidential information.
The sole purpose of this article is to talk about my pre-Google personal experiences. I hope this will be useful for you, at least a little.
Baguettes and berets
If you don’t know me, I’m a 27 years old Frenchman born in a small city in Paris suburban area called Lagny. I spent the first 6 years of my life there and then moved to the south of France where I lived and studied in various cities such as Toulon, Hyères, Arles and Marseille.
Today, I’m a visual designer for Google Chrome and Chrome OS, living in San Francisco.
I got a High school diploma in what was called “social and economics”, then I studied 2 years in a general technology school and 3 additional years in a multimedia project management school.
What these schools and courses had in common is that they taught you a general approach on various subjects. It didn’t specialize you. Thinking back, I think I was taught how to become an effective swiss army knife.
I started by learning the basics of social science and economics mixed with history and philosophy. Add a bit of math to that and you get my High school diploma.
The following two years were all about introducing you to everything you can do with a computer, a screen and a camera. From code to design to filming and photography. Very broad subjects.
The last three years that led to my masters degree were multimedia management. It was all about managing people, project, public speaking and… wearing a suit.
Looking back at it, the more I was going through these school courses, the less I was learning the skills I use in my current everyday job.I learned at school what I didn’t want to do.
School is not about teaching, not really. It’s about opening your mind. I forgot most of what I learned at school but it helped me visualize and understand the things that I wanted to do and the things that I wanted to avoid.It’s by learning a subject that you realize it’s not for you.
I had to learn math to discover that I hated it, I had to learn to code to discover that my appeal to it wasn’t as strong as my appeal to align pixels.
I had to wear a suit to realize that this is not something that I would want to wear everyday. I learned how to manage projects and people to understand that what I really wanted to do is to spend my entire day in Photoshop, listening to Hans Zimmer and Amon Tobin.
Maybe it’s not the best path to follow to learn things, but it was mine. Don’t get me wrong, I learned a lot of useful things in these schools but somehow, it’s the things I hated to learn that gave me the most beneficial lessons and drove me to my key skills.In any given project, I always volunteered for the design part, it was my refuge. In response to possibilities of acquiring more knowledge, I specialized in one thing.
In the 5 years following my High school diploma, I dismissed a lot of potential knowledge to obsess over details in interfaces.
Is it a good thing ? I do not know. I’m not a fast learner. I found what I was good at and instead of searching to acquire a broader range of skills, I maximized the strong ones.
Let’s summarize who I was after my studies:
An obsessed interface designer focused on web and mobile design. I was comfortable and self-confident enough to present my ideas in front of people.
I had a daily schedule made of an hour and a half of web browsing to discover, save and categorize inspiration across the web followed by 8 hours of visual design in Photoshop and Illustrator. Also, I was fluent in English, and this was key.
My work history is tightly linked to my school history. My 3 years of multimedia management were alternate. I had to spend a month at school and the other in any company nice enough to welcome and form a newbie.
I was lucky enough to work for companies who made me do some actual work besides bringing coffee and I will always be grateful for that. Here is the biggest thing I learned and that I have absolutely no doubt about whatsoever:The best way to learn is to work for real people, in real companies.
The benefit from working and learning at the same time with people who actually make a living out of what you want to do is by orders of magnitude more beneficial than school. Any internship will teach you more about real life work than any class.
Now I’m not saying that you don’t learn anything at school. You need it to give you the basics, the by-the-book approach of design and tech but being able to apply learned principles and confront them to real situations and projects is priceless. Combining school and in-situ internship is for me the best pedagogical approach to learning a subject, at least in our field.
The first Year
During the first year of alternation, I learned print, logo and identity design. From an intern perspective, I did a decent job. From a professional designer standard, I was terrible. My work was messy and full of mistakes. Thankfully, it was ok, because I was with the right people.During your life, if you’re lucky enough, you will meet people who will help you grow. People who will help you reach what you think was too far, by standing on their shoulders.
This was the kind of person my boss was during this first year. We were a two people company, he had a ton of experience and was eager to share it. He was patient and when he detected the smallest amount of talent in me, he helped me expand it.
I wasn’t expecting that, it think it’s rare to meet somebody who needs to make a living and is still available to help you grow professionally and personally. I’m trying to carry on this lesson, but I’m not there yet.
It takes a lot of selflessness.
The second and third year
I spent the second and third year of my alternation in another company. I left my first year one because I needed to make a little bit more money, he couldn’t assume an intern anymore and I was ready to move on.
The company was a small web agency created by one person who was sick of being given orders and wanted to make cool things by and for himself.
Now let’s take a break here for a quick advice to any aspiring designer who wants to land any job/internship:Smile and engage.
As simple as that. At the time I was a shy guy with a bit of confidence issues when it came to selling myself. Saying that my presentation was underwhelming is an understatement. If I wasn’t supported by an employee of this same company, I think I would still be searching an internship right now. Hurray for networking and string pulling.
Ok, back on the subject. You remember what I wrote earlier about my first boss ? Well you can re-apply this here. Two in a row can be considered lucky, and it is. Luck is an important factor in your career but I will get back to that.
These two years improved my visual design skills at an incredibly fast rate.
I was working on a large range of projects from complex web-design to phone applications. It was a balance of internal and client projects. A good way to keep some freedom in your work while making a living. I even did a few email design for mass mailing which I’m not very proud of but teach you the realities of the field. This is also important:
Following the same logic as for school, doing something you do not like builds you and defines you as a designer.
This work was thankfully secondary. A large majority was incredibly interesting projects with a lot of challenges for a young designer. I grew exponentially with every work because I had freedom and responsibility. My boss was a safety net, a knowledgable guide that was there when I needed him. But he trusted me from the start, giving me enough responsibility to feel involved in everything I was doing.Be a safety net for the person you want to see evolve. Make him feel impactful and in control of his decisions and projects.
I finished my studies and was hired full time in this company. I stayed another year before being hired by Google and I loved every second of it.
In addition to school courses and learning with pros, learning by yourself will be a great asset in your career. Some may say that it is all you need, especially in our line of work.If you have the passion about something, self teaching should come naturally. If you have fun learning stuff, you are where you’re supposed to be.
My favorite way of learning was by looking at other people’s work and learn from the .psds they were sharing, that’s why I’m still doing that to this day. A way to return the favor.There will always be more talented people than you.
Look up to them and try to catch up.
Networking and design communities
Something you need to know: I hate networking. Actually I used to. I’m getting a little bit better at it but even today, I’m awkward. I have this weird expression on my face that makes people think I’m obnoxious sometimes. I don’t know, maybe I am a little bit. But I think it’s mostly shyness.
Anyway, I learned very early that networking is important to develop your career, especially in our field. Dennis Covent will probably explain why better than me in his blog post so I will not spend too much time on it.
That’s the beauty of internet, you can network without engaging anybody in the real world. You can build yourself as a designer and build your web presence simply by participating in communities. If you are alone on an island, you have virtually the same chance of being recognized for your work as anybody else.
Of course this is not entirely true, an outgoing person living in San Francisco will probably network easier than a brown bear living in a south France cave with poor internet connection but you know what I mean.
Thankfully, I wasn’t a bear, I had a decent internet connection and a need to share things. So I started a little blog using Tumblr.
It was simply about sharing things about design and writing various notes about it. Some sort of personal Pinterest. Very few readers but that was fine. I enjoyed it. Heres an important note about that:
So I continued writing my little blog and I was eventually contacted by a bigger french site focused on web-design and various source of inspiration for designers. My audience suddenly exploded, of course. This blog had way more visibility. I started shifting from sharing inspiration to creating my own design resources, or “freebies”, after discovering the work of Orman Clark and his work on Premium pixel. I was and still am a huge fan.
It was a great way for me to improve, satisfy my compulsion for pixels and gave me things to share. I also learned a lot from reverse engineering other designers freebies, it was my way to give back. I even started writing tutorials.
And then the owner of the blog asked me this question:
“Do you need an invite to Dribbble?”
This deserves a section of his own simply to make a point. Dribbble played a huge part in my career and I think this is the case for a lot of people.
I joined it the 6th of March 2011 and published this shot:
My first shot made me rapidly get followers. At the time I was publishing a freebie per week. It took a lot of time, I was pretty much doing nothing else during the week besides working and creating photoshop goodies to share and updating my blog. Doing this created a lot more opportunities than I ever thought it would. Suddenly, people contacted me for work, outside of France.
Oh and also, it’s where Google found me.
A little bit of freelance
Remember that at the time, I was working in the web agency. That’s during my full time year that I started receiving work inquiries from companies outside of France via Dribbble. The first one I received was from a print company based in Sweden. That was a big deal for me. I was speaking enough English to understand them, but we were talking about business here. I was fresh out of school and not that confident about handling my own projects.
So I proposed to my boss to make this request a company project. He would teach me the business part of it and I would handle the rest.
This is how I started my first “sort of freelance project”.
It went smoothly, they were satisfied by the result, I delivered in time and we built a pretty good relationship. This project added to my portfolio, I was more confident because I went out of my comfort zone and did it.Going out of your comfort zone will greatly improve your confidence.
I was continuing my constant flow of freebies on Dribbble and spending half of my day in photoshop, designing mock-ups after mock-ups for sites, mail, iPhone apps and iPad apps. I was designing everything I could from video players to upload panels (why?! I’m not sure). I was getting more followers and more work inquiries.
I accepted projects from France, Denmark, and the United states. Each one opening new design horizons. From social platform to DJ-ing software.
As the inquiries got more numerous, I learned to choose the projects I wanted to work on, taking them both for the companies and starting a few projects on my own. Usually, everything went well for a simple reason: I got all my inquiries via Dribbble from clients who knew what they wanted and knew what to expect from me based on my previous work. Being able to choose your client is a luxury. I was able to do that because I had a full time job.If you have the time and if your situation allows it, taking side projects as a freelancer while you have a full time job is a good way to try it out and see if it’s something for you. Be careful though because you will not see the sunlight a lot.
Getting all these clients also helped me to do one important thing, build up a portfolio. Which brings me to this.
Working for free
Before anything else I suggest you read this article by Dann Petty.
I know this is a delicate subject. Every work deserves payment. There are a lot of people that will take this opportunity to exploit young designers and I received my share of “I need a design for a youtube-like site, $200 should be enough.” or “there is 5 other designers working on this, I will pay the one I pick”.Working for free is all about building your portfolio.
Now, you will only be able to do that if you actually manage to pay for your internet bill first of course. One benefit to it is that you will choose the project you want. You will work on what makes you happy and what you will be happy to show as a work reference. If you work with the right persons, it will open doors for you.
That’s why I accepted a lot of requests with no money involved, any student party that needed a poster, every little website design with very low budget because I knew the guy, this kind of thing.
Do it when you are a student, when you’re eager to do over hours and work on various stuff. Yes they will get something for really cheap or even nothing, but as a young designer you will get invaluable experience, you just need to be careful.
As for being able to pick your clients, working for free is a luxury, it is not for everybody. I was able to do it because I had a supporting boss, family and a full time job. If you can to, consider it but do it for the right people.
“Want to chat ?”
The year went by and I received my first recruitment email from a company in Spain. That was weird. For the first time somebody wanted me to work for him, in a big structure, out of my country. He wanted to know if I would consider “a chat”, and they would bring me to their headquarters for it.
I actually told my boss about it what he told me was: “go for it!”. Remember what I wrote earlier about the kind of people that will help you grow?
So I went for it and accepted to go there just to chat. Why not after all? I wasn’t that in love with the city I was living in, I loved my job for sure but I saw an opportunity to grow.If you see an opportunity, if you have the slightest doubt or “what if” in your mind, just go for it.
They paid for the plane ticket and the hotel just to talk to me. I know, now it sounds completely normal to some people but that was crazy for me in a world where I heard clients not willing to pay more than a few hundred bucks for a website design… when they were actually willing to pay anything.
So I did the interviews and got to know them a little better. Things were clicking and I was starting to consider the fact that I could move from France to Spain. It wasn’t that far after all and these people were pretty awesome. But a week after being back home I received another email.
I think this is spam
This email was from Google as you probably guessed. I really thought it was spam. It was completely out of the blue.
I answered… you know… just in case.
At the time it was during a US holiday so it took five days to receive an answer, reinforcing my spam theory in the meantime.
Turned out it was real and I couldn’t wait to know more.
After checking a few things like my willingness to move to the US in case this ever works, the recruiter told me that I was going to enter the process, starting with a call from a Googler.
At this moment I thanked the thousand of hours spent listening to various American TV series while working at home. Otherwise I would have struggled to understand anything during our conversation. It was still hard though, it is way different to passively learn a language than it is to have an actual human interaction, and my brief 2 weeks school trip in the US when I was fourteen didn’t really help.
I thought I did terribly on the phone but apparently not as they were willing to continue the process. The next step was a design exercise.
This part was very stimulating for me. I had the opportunity to demonstrate how I think and deliver polished visuals. It really wasn’t that different from what I experienced several times with clients, maybe the result was a bit more life changing…
So I sent the finalized exercise crossing my fingers hoping to get a positive answer and avoiding imagining them laughing at my work.
Around two weeks later, they told me they wanted to see me in person, in Mountain View.
What am I doing here ?
At the time I had a two weeks trip in New York with a friend planned 4 month earlier. Some sort of “we’re done with school” trip because we wanted to discover New York and the US.
The confirmation email came during this time. I was stopping twice a day at a Starbuck to get some Wifi and check emails. I mentioned I was in New York and that it would be a good idea to meet during these two weeks, you know, to avoid crossing the atlantic and come back again.
They agreed, set up my flight, two days later I was flying somewhere I’ve never been before, California.
I landed in San Francisco and before realizing what was happening I was driving a rental car on a highway that was going to become the one of my daily commute. The “What am I doing here” moment was when I realized I was driving for the first time on a Californian road, passing signs with cities like San Francisco, Palo Alto and Cupertino written on them. Big deal for me.
The next day were the on-site interviews. It went really fast and was over before I could realize it. One thing I do remember is that, between two interviews, I was asked when I considered joining Google. I answered that I never considered it and that I never imagined being here, it was just not a realistic possibility for me.
Retrospectively, this was a probably a weird if not bad answer but it was the simple truth. I was too tired and disoriented to start thinking about what could be a good answer.
Thinking about it, maybe it was what to do. It sounds cheesy but I think this applies to a lot of situations and to any job applications. You may talk your way into landing a job by finding the right answer at the right moment but you would be at risk of not finding the right thing in the end, something that is neither for you or your employer.
This time I didn’t forget to smile though.
And that was the end of it, I just had to wait for the final decision. I jumped in the plane back to New York, looking to San Francisco by the window, a city I would never enter until I discovered it for the first time, searching for a place to live.
If you want more information about the Google hiring process,
head this way. You will find some useful details on that.
I received the call on a Friday. I was asked if I was interested in joining Chrome. This couldn’t have been better. I didn’t hesitate a second and gave a positive answer. The web made me and now I was going to help make it better.My Dribbble announcement post.
One thing you may say if entering Google is one of your objectives is that I got really lucky. I was lucky to have the studies that helped me figure out what I wanted to do, lucky that I got two great bosses in a row, lucky that I got a Dribbble invite at the right time with a Googler looking at my work at the right moment, lucky that I was already in the US when they wanted to see me, lucky that there was still some visas available when I applied, and you would be completely right.
Luck played a huge part in this and I wouldn’t be writing this if it wasn’t for it. One addendum though:Be prepared for luck, if it ever happens, make sure you can take your chances.
Reading this article myself, it sounds like I described some sort of magical story made of rainbows and ponies and that I am a huge fanboy writing an advertisement. You may also not agree with what Google is doing, although reading this to the end would seem like a huge waste of your time. This is only my view of it.
I tried to stay true to what I felt at the time and how things worked out.
I feel grateful to be where I am surrounded by people way more clever than me. Is it awesome every day ? No. It can be frustrating and you may not agree with everything. You are part of a gigantic machine that makes things at an unimaginable scale. That’s also part of the thrill.
Will I be there forever ? I do not know, I had my ups and downs but I do love Chrome, Chrome OS, my team and Google.
For now, I’m not going anywhere.
I think it’s an extraordinary experience simply to be here, not just at Google but in the bay area. I’m trying to remind myself that when I tend to act like a spoiled kid. Deep-down, I’m still waiting for them to realize that I’m a fraud and put me on the first plane back to France.
Get in touch
I didn’t cover everything, it was a long story.
If you have any questions or just want to chat or connect, here is some shameless social network self-advertisement:
WEB DESIGN IS BROKEN but it's okay weare fixing it.
Today we are gonna follow on from the last video and we're gonnatake you further along down that path to that magical place called budget.
Yeswe're helping you to create a budget, an appropriate budget for your web designproject.
I'm still not gonna give you some magical figure because it doesn'texist; it's all relative.
So I'm not gonna talkin terms of X pounds or Y dollars but I will be talking in terms of high mediumlow investment what that means only you can really know because a largeinvestment for you might be a small investment for the next business: a smallinvestment for coca-cola it's probably gonna be most people's annual turnovers!So only you will know what a large versus a small investment actually is.
Soin the last video we laid down some key things that you really need to be awareof when you're thinking about a budget not just for a web design project butactually for anything and these are these are things, biases that that we allhave as people that can really affect how we determine what to invest inthings.
By understanding these biases we actually reduce the chance of over orunder investing in a project just simply by being aware of them.
So in this videowe're gonna look at two more very key things that are going to give you quitea reliable shortcut to determining whether the investment you make islarger or smaller.
These two things are risk and complexity.
What do we mean byrisk and what do we mean by complexity? When we're talking about risk we'retalking about the impact that it could have on your business.
Something that ishigh risk could have a significant impact on your business.
The way I like to think about risk is that it's whether it goes right orwhether it goes wrong, so it's not just down side there's also upside as well.
If there's significant upside then it's still gonna be high risk.
Low risk meansthat it's not gonna make a huge impact on your business,it's not gonna move the needle as they say.
Complexity is really just about howtechnically difficult it is to actually deliver this piece of functionality soif you look at, I don't know, take bridge making as an example: if you're buildinga small bridge across a little stream then that's probably going to be lesstechnically difficult then if you're trying to bridge the River Thames.
So it'show technically difficult it is to deliver and again it goes on a scale oflow to high complexity so why risk and complexity well if we plot them on agraph like so, we can see that they create four quadrants.
Now each of thesefour quadrants represents a different type of project: a high risk, highcomplexity project; a high risk, low complexity project; a low risk, highcomplexity project and a low risk, low complexity project.
Now just by exploringthese four different types of projects, these four project characteristics wecan actually start to make assumptions about what that project is going to belike and give you some shortcuts as to how much you invest in that type ofproject.
Let's jump into it: let's start off with the easy one low risk lowcomplexity.
So this is what I call the 'tick box' this is a website project thatis effectively just a tick box exercise maybe as a part of your business there'sa requirement that you have a web-based resource which goes over a whole bunchof really interesting things.
Maybe it'sjust a regulatory requirement, maybe you've gone for some funding and awebsite has to be a part of what you deliver.
It really doesn't make a hugeimpact on your business if it's just informational as these things typicallytend to be, then it doesn't really require groundbreaking programmingskills and cutting-edge design to actually fulfill its need.
So in thistype of project you really want to be investing as little as you possibly canjust as much as you need to to get a reasonable job done.
It's not gonna makea huge impact on your business; it's not technically difficult to deliver youjust want something that works and that ticks that box.
So if your project is lowrisk low complexity don't bet the farm on it there's no point it's not gonnabring you the return that you need pay as little as you can to get a goodprofessional job done but don't go crazy over it.
So now we've got low risk highcomplexity.
This is an interesting space and I like to call this quadrant in thistype of project the 'moderniser'.
With something that's low risk and highcomplexity typically we're looking at improving existing systems and processesusing newly available modern technologies.
With this type of projectwhat you really want to be doing is looking at a provider that hasthoroughly solved this problem so I'm thinking online payments companies likePayPal, like Stripe have thoroughly solved this technical challenge.
It's notnecessarily the type of project that you think is going to completelyrevolutionize your business; it might make things a lot more efficient andyou'll probably see some uptick in sales, engagement things like that, but ultimatelyit's not the big game changer for your business.
So you should be lookingto invest a reasonable amount to get some off-the-shelf solutions that canactually bridge this gap and help you modernize.
Let's jump into my favoritequadrant: low complexity high risk this is what I call the 'punt'.
So this is myfavorite sector because this is typically where a business has spotted anew opportunity maybe a new part of the market maybe they want to spin off anexisting product or service and they just want to test it out.
They want tosee whether their offering or messaging works.
Why this is high risk is that ifit works well then there could be significant upside.
It might be a wholenew part of their business it might be a new standalone business if it goes badlythen they lose their initial investment.
Now what you want to do when you'reworking in this quadrant you what you want to be doing is thinking aboutmultiple small investments and testing religiously.
Test absolutely everythingbecause what you're trying to do is figure out if this thing, if this ideahas got the legs to warrant a proper investment.
You want to be thinkinglanding pages; very simple to produce very easy to iterate.
You also want to bethinking about investing in things like pay-per-click advertising as well -literally buying the traffic to test against your multiple service offeringvariations.
Don't bet the farm on this it's all about controlling risk at everysingle point every single iteration so be very purposeful be very deliberateabout how you execute when you're dealing with low complexity high riskprojects.
So the final quadrant is what I call the 'moonshot'.
This is the stuff ofstartup legend.
This is that entrepreneur space where we are launching newproducts into unknown markets.
This is an area that is very similar to high risklow complexity in its approach but you should really be making significantinvestments in this area: you still need to control the risk andyou still need to test fastidiously but you might be needing to actually investheavier and produce some custom functionality.
You might need to actuallybe producing working prototypes of your product or service offering.
You can't cut corners when you're in this quadrant the risk is too high.
Because the complexity is high you're probably going to be building thingsthat have never been built before; you're needing to create technical capabilitywithin your business and understand how that impacts the delivery of yourproduct and/or service.
So absolutely never cut corners here.
The key wordsthat you should be listening out to when you're talking about the project is 'noone else is doing this', 'this has never been done before', 'this is brand new',''here's why it's different to the competitors'.
All of these things shouldbe getting you thinking high risk high complexity.
Invest well, don't cut cornersand test and iterate and measure absolutely everything you can.
So thoseare the four quadrants and hopefully this gets you a little bit closer tounderstanding where your project sits in those quadrants and the amount that youshould invest relative to, well whatever that means to you as a business.
Thus farwe've understood things about the biases and the psychology that can affect howwe make investment decisions, we've been able to identify where our project sitsalong an axis of risk versus complexity in the next video we're going to belooking at some pounds and pence examples for how you can start to createthat budget or a range of that budget based on the perceived upside or theperceived savings that you're gonna make or thatyou're hoping to make in your web design project.
That was heavy!My name is Aaron Taylor, I'm helping you to make better decisions and have betterconversations when you're buying a website.
Till next time!.