Design & Politics A Conversation with Scott Thomas Design Director for the Obama '08 Campaign 27 July 2010  -  Hosted by VizThink mailto:scott@simplescott.com mailto:scott@simplescott.com http://www.google.co.uk/search?q=michael+slaby http://www.google.co.uk/search?q=michael+slaby http://www.designing-obama.com http://www.designing-obama.com http://www.facebook.com/people/Simple-Scott/641355696 http://www.facebook.com/people/Simple-Scott/641355696 http://akpdmedia.com/david-plouffe/ http://akpdmedia.com/david-plouffe/ http://www.twitter.com/simplescott http://www.twitter.com/simplescott http://www.kickstarter.com/projects/simplescott/designing-obama http://www.kickstarter.com/projects/simplescott/designing-obama http://www.barackobama.com/ http://www.barackobama.com/ http://en.wikipedia.org/wiki/Stump_speech_(politics) http://en.wikipedia.org/wiki/Stump_speech_(politics)
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Design & Politics A Conversation with Scott Thomas Design Director for the Obama '08 Campaign 27 July 2010 - Hosted by VizThink

1. How
1.1 E-mail from Michael Slaby Head of Campaign
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1.2 Selected because I understood print and web
1.3 In Flight Design
1.4 Clear and Concise

2. Brand
2.1 Hope
2.1.1 Is a rainbow
2.2 Historic Moment
2.3 Consistency
2.3.1 Reinforces
2.3.1.1 Structure
2.3.1.2 Tidiness
2.3.1.3 Validity
2.4 Needs a good product
2.4.1 Obama
2.4.1.1 Honest
2.4.1.2 Open
2.5 It was
2.5.1 The voice of his supporters
2.5.2 Not
2.5.2.1 The visual elements
2.5.2.2 The networking tools

3. Web Site
3.1 On my arrival
3.1.1 Multiple
3.1.1.1 Typefaces
3.1.1.2 Scroll bars
3.2 Then
3.2.1 Obama's
3.2.1.1 Image
3.2.1.2 Needed to work for all communities
3.2.2 Consistent
3.2.3 Scrolling
3.2.3.1 Not
3.2.3.1.1 All above the fold
3.2.4 Visuals and Information
3.2.5 Viewers Control
3.2.5.1 Stump Speech
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3.2.5.2 How Much
3.2.5.3 When
3.2.5.4 Where
3.2.5.5 Which clips
3.3 Now
3.3.1 Organizing for America
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4. Connecting
4.1 The logged in
4.1.1 Campaigners
4.1.2 Electorate
4.1.3 You know who is there
4.2 Feedback
4.2.1 Easy to receive
4.3 Interactive
4.3.1 Easy to reply
4.3.1.1 Individually
4.3.1.2 Publicly
4.4 Analytics
4.4.1 We knew what caught people's attention

5. Registrations
5.1 Encouraging young people to vote
5.2 Overcoming the bureaucracy
5.3 Created
5.3.1 Online registration process
5.3.2 Simpler
5.3.3 But still printed
5.4 Simple Vote
5.4.1 Changing the process
5.4.2 Single full question at a time
5.4.3 Effectively filling it out for you in human way
5.4.4 The next question can take account of previous answers
5.4.5 Used this to redirect voters to marginal constituencies
5.4.5.1 "Battlegrounds"
5.4.6 Different rules for States and Counties within States!

6. Focusing the supporters (and others) with
6.1 Online Ads
6.2 Emails
6.2.1 2 per day
6.3 Video
6.4 Blog
6.4.1 20-30 per day
6.4.2 v 1 per day from McCain

7. Human Connection
7.1 There seemed to be much more in this campaign
7.2 Volunteers answered Tweets and Facebook
7.3 They voters got a response
7.4 Recognition that the people are all important
7.4.1 Not
7.4.1.1 Media
7.4.1.2 Opposition
7.5 The computer is a place to meet people
7.5.1 not
7.5.1.1 Radio
7.5.1.2 TV
7.5.1.3 Newspapers
7.5.1.4 Magazines

8. Archive
8.1 Designing Obama
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8.1.1 Kickstarter
8.1.1.1 Raising funding
8.2 A Chronicle
8.3 Me
8.3.1 Agnostic Designer
8.3.1.1 Not
8.3.1.1.1 Political Designer
8.3.2 Interests
8.3.2.1 Technology

9. Team
9.1 3 people in Primaries
9.2 Became fairly large
9.3 No documentation
9.4 Designers on the spot
9.4.1 Same room
9.4.2 Involved
9.4.3 Not remote agency
9.4.4 Always on
9.4.4.1 Just one long shift
9.5 Campaign Leaders
9.5.1 David Plouffe
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9.5.2 Left design to the Pro's (me)

10. Campaign Core
10.1 What we (Americans) enjoy doing
10.1.1 e.g. Pumpkins
10.2 Spreading Ownership
10.2.1 Branding activities
10.2.1.1 Sport
10.2.1.2 Recreation
10.2.1.3 Hobbies
10.2.1.4 Celebrations
10.3 Traditions of Democracy
10.4 Getting past the elite
10.4.1 We strove to get an equal voice
10.5 Democracy is slow change
10.5.1 Not dictact
10.6 Built on Obama's publications
10.6.1 Books

11. Challenge Now
11.1 Accomplishment
11.2 Change

12. Links to Scott
12.1 Twitter
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12.2 Facebook
12.3 Email
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