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Strategy

Some have pronounced it “strategery.” We, on the other hand, are talking about strategy that actually works.

We’ve written 29 blog posts about Strategy. View all topics »

  1. Sketching a Story Arc

    Every project at Happy Cog starts with a kickoff meeting where our project team gets together with our client partners to meet, discuss, and collaborate on ideas for their project. We moderate a variety of exercises, surveys, workshops, and discussions. One of our favorites is the “Design Studio”—where we ask the team to sketch solutions to design problems for its redesigned site.

  2. It’s Tech

    7/12/12

    by Mark Huot

    2 Responses

    If you’ve worked in the theater, you’re probably familiar with the term “tech week.” It’s that magical time when an entire production comes together in a matter of days. It’s a whirlwind week that culminates in a big opening night performance.

  3. On Forgotten Alumni and Cold Pleas for Cash

    Like many of you, I’m a busy person, yet it’s important that I find time for the occasional phone call to Mom and Dad. A typical phone conversation with my Mom starts like this:

    Me: “Hi Mom, it’s me. How are you doing?”

  4. More or LESS?

    I love writing CSS. I really do. I love spinning straw into gold, rescuing HTML elements from browser default styles, curving corners, softening colors, and cushioning containers. I love abstracting complex design systems into powerful classes and efficient declarations while minding the cascade and the rules of inheritance and specificity. I see a site’s visual design as one giant puzzle, patiently waiting to be analyzed, broken down into component parts, and built back up again. I easily spend 70% of my time at Happy Cog developing the presentation layer, so I’ve had my eye on the hot newness that is the Sass / LESS / CSS preprocessor movement for a little while now.

  5. Stepping Out of Line

    Years ago, I was presenting comps on a scheduled call to a key stakeholder of my then-agency’s flagship account. It was my first call with him in months. He was unfortunately on vacation and without his laptop. That should have been the end of it.

    Instead, he asked me to paint him a picture.

  6. Buying Wins

    Investing in business development is like investing in anything else; you have a finite amount of resources to invest in a wide variety of options. In retail, the success of an enterprise often hinges entirely upon managing inventory. The difference between a successful and an unsuccessful venture often rests in the balance of ordering enough merchandise to meet demand, while subsequently avoiding over-ordering, and wasting money on overstock. In professional sports, a team’s success often rests in combining value among contracts, as much as in combining the right line up of athletes. In my role, the resource I invest is time. Money too, but man, it’s the time I miss.

  7. Follow That Requirement

    If you’ve taken part in any sort of web project, you have hopefully defined, referenced, and/or tested a requirement. You’ve also felt the impact of requirements gathering on your work. A good requirement can make your job easier by taking the mystery out of what is needed. A bad requirement can lead to more work, or even wasted effort. I explored how to mine for detailed requirements in Questioning (the) Authority. In the year since I wrote that article, I’ve wrestled with how to manage the natural evolution of business requirements to functional requirements as you progress through a project. How do you create traceable requirements?

  8. Make Sweet Systems Sweeter

    At Happy Cog, process is not sacred. We respect process, but we are constantly looking to improve the way our projects run; especially with regard to transitioning between project phases. Last week, Yesenia Perez-Cruz described how she crafts sweet systems and digital cupcakes. This week, I’m going to show you how we turn those cupcakes into a well-built tower of yummy cupcakery.

  9. Illustration by Yesenia Perez-Cruz

    What’s the ROI on Cool?

    Industry creative folks I’m friends with personally and respect professionally have uttered the following to me on multiple occasions:

    “I want to make cool shit.”

    I’ll be honest, I just don’t get it. To be fair, it’s safe to say I don’t get “cool” in general. I routinely dress like I’m headed to a corporate team-building ropes course, and I’m still waiting for Firefly to be picked up for season 2. So maybe it’s no surprise that the quest for cool escapes me. I don’t get the allure of making something cool for the sake of it being cool. Further, I don’t understand how you sell that to clients, or more importantly, why they would pay for it.

  10. Illustration by Kevin Sharon

    Designers are From Mars

    Prior to my days at Happy Cog, I worked on a team tasked with creating an online promotion for our client’s new high-end candy. The candy was delicious, but each small box sold for approximately $4, so conveying its quality was important. The product’s target market was women in their 20’s and 30’s, so my team decided to take the high-maintenance diva approach to the design. When all was said and done, we launched a microsite full of glamour and glitz, sparkles, stilettos, and lipstick tips. Users could take a quiz to determine just how “fabulous” they were. At the time, I was in my twenties, and I’ve always liked candy, so I considered myself a member of the target audience. But there was a problem: I couldn’t relate to this content at all. I liked to be girly from time to time, but sparkles and stilettos were not my thing and they never will be. I also couldn’t see any of my female friends connecting with this. To be fair, the tone of the site was tongue-in-cheek and it wasn’t taking itself too seriously, but I just didn’t feel right about it. It didn’t feel right to reduce our target audience to stereotypes. Had I known then what I know now, I probably would have spoken up and advocated for a better understanding of our audience. Were these women really into makeup and expensive clothes and nights out in Manhattan? Or were we completely off the mark?

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