Bio

Christina Tran is a designer who has experienced life as a journalist, photographer, writer, and teacher. She is full of big questions, wanderlust, and peanut butter cravings. She aims to delight, inspire, and make a positive impact through her life and work.

Next up for me is a personal shift in thinking. Instead of thinking of my skills as a designer in terms of end product, I can start to offer my design thinking as a valuable asset in today’s world. Next up for me is a personal commitment. Instead of despairing about the state of our society, instead of giving up on our ability to make change within larger systems, and instead of waiting around for someone else to create a cause that I can fall behind, I will forge ahead into unknown territories of myself as designer as force of change. Next up for me is a year of thinking and working and designing and learning and exploring and pushing and connecting and growing. I surely hope that that year happens within Austin Center for Design’s inaugural class.


Reflections:
Recent Tweets:

February 16, 2012, 12:53 am
@s0delightful:: Great idea: RT @HourSchool We're proud to announce the Peer Teaching Fund - http://t.co/iGNAgMFQ #eduction #SocEnt

February 15, 2012, 6:37 am
@s0delightful:: jonathan harris's new company cowbird. a community of storytellers, a public library of human experience. http://t.co/Z9PVCqYP wow

February 4, 2012, 5:26 am
@s0delightful:: Buffalo buffalo Buffalo buffalo buffalo buffalo Buffalo buffalo http://t.co/QYb91JYB

My Recent Blog Posts
 

A reflection on Closure

I’ve gotten a reputation for redesigning AC4D via blog posts. It’s a testament to the school’s openness and our relationship to the school as inaugural class that I’ve been able to channel my critical reflections into something proactive and creative. And I’ve realized that everything that the school has put forth this first year has been a stake in the ground—this is how we do things— and that without that initial catalyst, no reflection/improvement/differing opinions can be had in the first place. And I’ve grown a lot doing this kind of thinking and reflecting, and I hope none of it comes off as too critical because it’s all done with #ac4dlove and with the future in mind. Anyway, to end the year with more of the same, some of us felt that our graduation dinner was anti-climactic and missing something, and upon reflection I remembered and learned and wanted to share the following.

One of my undergrad communications professors told us that ceremonies served as punctuation marks in our lives. The graduations, birthdays, anniversaries, weddings, and funerals mark the passing of time and let us pause to reflect and celebrate. I initially was going to write about the ceremonies of years past and how they were awkward yet necessary because they allowed us to step out of normal time by doing this weird pomp and circumstance routine. And only by participating in it were you able to feel the feelings you needed to feel in order to blah blah blah.

But then I realized that’s not what we needed more of this past week. Making the receiving of graduation certificates more staged or more formal wouldn’t have helped bring closure to this AC4D inaugural experience. What we needed more of was the reflection that ceremonies sometimes let us experience. What we needed more of was group reflection time—an AC4D members-only powwow instead of individual POWs.

Learning from Owl’s Nest

I was fortunate enough to be able to participate in the first Owl’s Nest: a weekend retreat for women who used the creative arts to engage community. Because the two creators of the Owl’s Nest were women as well as professional community facilitators, they did an exceptional job of structuring our introduction to and our exit from the Nest.

Introductions

Though I do not remember the specifics of our first day activities, one thing I do remember is that we covered ground rules and did some games and activities before we had to introduce ourselves and give our spiels about our backgrounds. When you jump into introductions right away before having a chance to work with or even just hang out with people, the names and facts don’t stick because there’s no context. How much more impactful would it be to be introduced to your AC4D classmates after a day of working with them in a design bootcamp than it is to sit through an hour’s worth of intros only to forget everything and relearn people’s names over lunch.

Group Reflection

Even more powerful and more impactful was the way Owl’s Nest closed out our weekend work together as a group. First we had group reflection time: We did a Poster Dialogue activity where large sheets of paper were posted around the wall, a couple sheets for each of the following questions:

  • What was most important to you over the weekend?
  • What did you enjoy most?
  • What are you taking away?

People could write their own answers, read other’s answers, and comment on what others had written. Following this, the retreat leaders led us through processing the posters by holding a group conversation by reading aloud what we had written, asking questions, and letting people voice follow-up thoughts with the whole group. I could definitely see this being useful as a way to process and reflect on a period of collaborative worktime including design workshops, the last day of an individual class, or pre-graduation. And easily adaptable to whiteboards or post-its.

Group Appreciation

The other activity that brought Owl’s Nest to a fulfilling closure was a community closing activity focused on appreciation. We were about 30 people. We sat in a circle, and we took turns, each appreciating what someone else in the circle had brought to our experience together. Each person shared one thing about another person, and when it was your turn, you had to choose someone who had not yet been appreciated. Everyone in the circle got one moment to be honored by the group and one opportunity to share a story about someone else in the group. It may sound cheesy, but it’s incredibly powerful, period.

Three other variations on this activity came from my time as an after-school teacher.

  1. You can pass a ball of yarn from one person to another as each person thanks another. At the end, the facilitator walks around the circle and cuts the strings each person is holding and weaves a story: despite the fact that we may have to leave the group now, we will always hold a piece of our time together with us into the future (symbolized by the length of yarn we’re left with).
  2. On large sheets of paper one per person (possibly with respectively traced silhouettes if you’re working with small children), each person writes his/her name. Then the group walks around and writes good things or appreciations or thanks about others. These can be written directly onto the paper, or onto post-it’s or cut-out shapes that are then attached to the person.
  3. As a Badgerdog summer camp writing instructor, we had to introduce each of our students at the closing community reading before they came up on stage to read their work aloud. Each instructor did it in a different way, but most took the time to appreciate and say something uniquely observed about each student. It’s necessary to sometimes very publicly acknowledge and honor the specialness of individuals at the milestones in their lives, because it’s usually the most amazing people who are the most humble and sometimes the most insecure of us all.

At the Owl’s Nest, in between and after our closing activities, we also completed individual written evaluations, packed and cleaned, said goodbyes. Many of us also went to Trudy’s afterward for drinks and food where other ‘outsiders’ joined our group. But because we had already reflected and closed our weekend retreat together, everything else fell easily into place.

Conclusion

Now, in hindsight, I think AC4D students and faculty should have just gone out for drinks together before our graduation dinner—members only, no guests allowed—to shoot the bull, reflect on the year, and say all of the things we needed to say, out loud and to the group, as uncomfortable or as squirmy as they may make us feel: all the “thank you’s” and “can you believe that” and “so proud’s” and “omg’s” and “I’m so glad to know you” and “this was fucking amazing, holy fucking shit…”

Because holy fucking shit, Mr. Kolko and Mr. Petro, a year ago none of this existed! And look what you created! And how the fuck did you manage to bring together such an incredible and inspiring and amazing group of people? And kudos on a damn good first year.

And thank you.

Posted in Design Education, Methods | Leave a comment

Marketing 101 from @getmetacos

So whut had happen wuz: Hour School was like, “Yo Scott, whut joo know bout marketing?” And Scott was all like, “Bring it.” And lemme tell ya, dat boy Scott dropped some dope wisdom on us.

If you want some framing and language and context and understanding to enhance your nuts and bolts and excel spreadsheets, read on. Because theory + practice = rainbows and unicorns!

Everything is marketing.

Marketing is not a 4-letter word. Everything you do is marketing: your name, your brand, your words, how you present yourself, your Twitter handle, your tone, your product, your customer support, everything. In the end, the culmination of how people perceive your company can be affected by any of those pieces (for better or for worse).

Marketing is about understanding how people see you, and how they hear you.

The 4 P’s

The 4 P’s are something you learn in school when you’re starting off as levers you can adjust. You end up internalizing them, and then no one ever explicitly talks about them in meetings.

  • Product: Creating value means understanding your product market fit and making sure you fit within a niche where your product and values align with your customers’. Just talk to people, and find out what their needs are. (Ahem, design research.) So much of typical marketing = broadcast. Don’t settle for that. Find the right people, and position it for them.
  • Price: Projecting your value and aligning it with other’s perceived value.
  • Place: How are people going to find you? How are they going to find out that you’re good? Where are they when that happens? Use customer journey maps and temporal zooms to understand those touchpoints.
  • Promotion: Quotes from your customers speak volumes. Transfer of trust is very real. Find a way to have a connection to the person/industry. Craft specific messages for specific audiences. “No one wears a sign on their head saying ‘I want your stuff.’”

The most important P

is of course patience. Do it right. You only get one shot with some customers. Listen to them.

Marketing vs. Sales

  • Marketing = demand generation: who you are, where you are, how do people get to you. Go to where the people already at (fish where the people are already at.) Don’t create new behaviors; discover existing behaviors. Make it so simple to work your product/service into their normal patterns, they can’t not use this next great thing.
  • Sales = conversion: how do you get them to do this action or to transact? Awareness is well and good, but to be sustainable, you need to generate revenue, so you can get a return on your investment.

Read startup-marketing.com

Great posts, for example this one on Lean Marketing Basics that take cues from Lean Start-Up values. Basically, be smart about your marketing: don’t just throw money at old broadcast mediums when you could be creating more personalized messages.

  1. Minimize waste via sophisticated metrics (Understand where your $ is going with stuff like google analytics, measure it, understand whether it’s good or bad, adjust as needed, so you’re not throwing money away.)
  2. Understand your customer’s values. (empathy)
  3. Optimize the funnel (typical funnel 1% transacting = good But if you find the right people to market to, you can make the funnel more of a cylinder. Don’t waste your money bringing in non-qualified leads at the top. No reason to market at people who aren’t your customer.)

Goals

Set marketing/sales goals, and make sure you achieve them. When things aren’t working, good marketers turn the magnifying glass back onto themselves; bad ones just throw more money at it.

Consistency

Be consistent in all of your messaging. If you’re consistent, your message will get across. Nuances may get seen by outside as something different. (e.g. if you’re selling your product to three different groups, you may be tempted to talk about it in a different way to each, but it’s still the same product; don’t confuse people)

Makes it easier for others to be able to describe it to other people, makes it easier for others to evangelize for you.

Competition

Someone else is probably already doing it; look at what they’re doing for free research. What’s working, what’s not?

Don’t forget the basics

  • Find out people’s intents and motivations
  • Get to where they’re at and other people like them
  • Visualize the experience. Think through every detail of your business as if it’s successful. Work through details such as: in an ideal world, how would they find you? what’s their first experience with you? when would they realize they’ve found something great? what would you be doing when they found that out? why would the user think it’s great or important?

Key questions

  • What would make you do this again?
  • What would make you want to tell someone else about this?
  • How do you make your customer kick-ass? How do you make them awesome?

Resources

Conclusion

Mad props to Hour School and Scott Magee for throwing down and helping a sista out with her humble start-up marketing plans.

Posted in Social Innovation | Leave a comment

Healthcare marketing AKA games AKA interaction design

When I started writing this post, it was about marketing trends in healthcare. Rereading the draft, I realized they were actually gaming trends, and that they apply to interaction design in general. But those are all just surface key words. The reason these ideas resonated with me is because of the opportunities they open up for forward-looking and people-focused designers.

Movement

The following caught my eye in this post about gamechanging trends in healthcare marketing (pun not intended, I’m sure):

Kinect SDK could open the door to the next big thing in UX: This is a fantastic one – Earlier this month, Microsoft released a software development kit for its motion-controlled gaming system Kinect. That means third parties (like us) will be able to develop games and experiences that work on Kinect. You can imagine how this could reinvent how we think about UX. Today, most of the experience revolution is happening on the touch screen (in the apps and tools we’re developing of iPads and other slates.) Kinect opens up the potential of creating motion-based interfaces that connect with real-world human behavior.

Many of the early announcements around the Kinect SDK include examples alluding to Minority Report and Wall-E, and paint pictures of its use in people’s homes or offices. But I’m much more intrigued by the idea of something like this in a hospital or a doctor’s office, where there is a lot of natural movement and interpersonal connection. Motion-based interfaces remove the middlemen screens that come between many of our existing people-to-people interactions, as we move further toward the internet of things.

Education

The first post led me to this one about what the Madden NFL Game can teach us about healthcare education/awareness campaigns. Instead of PSA’s, posters, and Facebook pages, let’s embed messages where they make the most sense and meet people where they are. That phrase gets tossed around a lot in my world because I value the idea, and this is a great example of that.

Instead of creating a PSA about concussions during football games and encouraging people to sit out after receiving one, NFL Madden from EA Sports started incorporating the scenario into their video game.

…the folks that developed the game recognized an issue with their sport and the well-being of its athletes and they chose their game as a means to address that. The reasons why this will probably be the most effective way to educate kids about concussions are simple. First, you’ll reach a huge proportion of them where they are (opposite signs in a doctor’s office) and likely disproportionately reach actual football players too. You put the injury in context of something they can understand. That is, if a concussion happens to your player in the game, you see the effects in real-time. You see the impact and the announcers reinforce it. As a player, you can’t help but absorb this, as the game stops for a moment while a replacement comes into the game. What will eventually happen is that players of the game will alter how they play the game to reduce the chances that their key players end up with a concussion (Madden NFL developers plan to make certain hits in the game result more often in concussions). Consciously and subconsciously this changes the way you think about the real game of football as a player too.

This will work to educate the people that matter: football players, coaches, and parents of football players (who also will be playing the game). It will work because it will reach this audience where they are, with a message that is very much in context of what they are doing at that moment, at a time when they are receptive (whether they know it or not) to receiving this message, and in a form that’s simple to understand with clear cause and effect.

Posted in Social Innovation | Leave a comment

Why now is the time to be in #IxD and #SocEnt

We are interaction designers. We are social entrepreneurs. We want to work toward social change. We want to make an impact. And we want our lives to have meaning. The moment is more than ripe. The possibilities are breathtaking if you think about where we are now as…
  1. As designers and the general public start to embrace that design is a verb, is a liberal art, is a collaborative effort, and is about the WHY. (Questions designers were asking during ‘one day for design,’ curated by Frank Chimero.)
  2. As technology makes the boundaries between the internet and life “so porous as to be meaningless.” (Beautiful and thought-provoking presentation on what’s Beyond the Mobile Web.)
  3. As we infuse ethics, commitment, values, and creativity into all of our work, no matter the channel or platform or means. (What nuns, yes nuns, can teach you about social media)

Yowza.

Posted in Social Innovation | Leave a comment