Navrhujete weby na z\u00e1klad\u011b re\u00e1ln\u00fdch dat z ter\u00e9nu, nebo na z\u00e1klad\u011b sv\u00fdch domn\u011bnek? Vyka\u0161lete se na svoje ego a b\u011b\u017ete se pt\u00e1t lid\u00ed. A dejte na jejich slova, rad\u00ed Roman.<\/p>\n
<\/p>\n
Roman b\u00fdval hudebn\u00edm redaktorem a PRistou, pot\u00e9 se stal copywriterem a content market\u00e9rem. Kdy\u017e u sv\u00e9 pr\u00e1ce zjistil, \u017ee data od klient\u016f mu nesta\u010d\u00ed, rozhodl se b\u00fdt sp\u00ed\u0161 v\u00fdzkumn\u00edkem a de facto designerem. Nyn\u00ed vede sv\u016fj vlastn\u00ed t\u00fdm ve firm\u011b P\u00e1ben\u00ed, kter\u00e1 zalo\u017eil. Spolu se sv\u00fdmi kolegy v n\u00ed zdatn\u011b kombinuj\u00ed um\u011bn\u00ed pr\u016fzkumu, copywritingu a funk\u010dn\u00edho designu. A pod\u00edleli se ji\u017e na tvorb\u011b nejednoho webu.<\/em><\/p>\n Za\u010d\u00ednal si na vo\u013enej nohe ako copywriter, \u010dasom si sa v\u0161ak z\u00e1rove\u0148 posunul viac smerom k designu. \u010co \u0165a k tomu viedlo a ak\u00fd to bol proces?<\/strong><\/p>\n Za\u010d\u00ednal jsem jako PRista. Proto\u017ee jsem studoval \u017eurnalistiku, a p\u0159itom jsem ale necht\u011bl ps\u00e1t do novin, bylo PR super volba. S novin\u00e1\u0159i, co se mnou studovali, jsem toti\u017e pil a pa\u0159il d\u0159\u00edv, ne\u017e jsem je pot\u0159eboval k pr\u00e1ci. Po 5 letech m\u011b to ale p\u0159estalo t\u011b\u0161it. Hrozn\u011b nerad se kohokoli dopro\u0161uju a PR nen\u00ed vlastn\u011b o ni\u010dem jin\u00fdm. Dalo mi ale skv\u011blej z\u00e1klad v tom, \u017ee m\u011b nau\u010dilo koukat se kolem sebe a um\u011bt upl\u00edst bi\u010d prakticky z ni\u010deho. Nau\u010dilo m\u011b hledat t\u00e9mata a p\u0159edkl\u00e1dat je lidsky tak, aby ho pochopili i novin\u00e1\u0159i a oby\u010dejn\u00fd lidi.<\/p>\n A d\u00edky tomu jsem si mohl p\u0159i t\u00fd kari\u00e9rn\u00ed zm\u011bn\u011b sebev\u011bdom\u011b \u0159\u00edct, \u017ee jsem copywriter a hlavn\u011b content market\u00e9r. Tehd\u00e1 jsem byli v \u010cR asi t\u0159i, kdo si tak \u0159\u00edkal. Byla to dobr\u00e1 volba. D\u00edky t\u00fdhle formulce m\u011b firmy za\u010daly pou\u0161t\u011bt mnohem hloubejc. Nebylo jim otravn\u00fd, \u017ee se po\u0159\u00e1d na n\u011bco pt\u00e1m, \u017ee se nespokoj\u00edm se zad\u00e1n\u00edm na pap\u00ed\u0159e. J\u00e1 vlastn\u011b nikdy nebyl copywriter. Kum\u0161t\u00fd\u0159 se slov\u00ed\u010dkama. N\u011bkdo, kdo d\u011bl\u00e1 sexy texty. Pom\u00e1hal jsem firm\u00e1m definovat, co maj\u00ed \u0159\u00edkat, ne jak. A postupn\u011b, \u010d\u00edm v\u00edc jsem do toho pronikal, mi za\u010dlo doch\u00e1zet, \u017ee data, co mi d\u00e1vaji ony samy, nejsou plastick\u00fd.<\/p>\n T\u00edm za\u010dalo n\u011bco jako v\u00fdzkumni\u010den\u00ed u jejich z\u00e1kazn\u00edk\u016f a mo\u017enejch z\u00e1kaznickejch segment\u016f a taky r\u00e9torika: ka\u0161lete na domn\u011bnky, pracujte s fakty. Tak se ze m\u011b vlastn\u011b stal design\u00e9r. Respektive z P\u00e1ben\u00ed vzniklo designov\u00fd studio, kter\u00fd ale snad nikdy v \u017eivot\u011b neud\u011blalo nic kr\u00e1sn\u00fdho, designov\u00fdho. D\u011bl\u00e1me funk\u010dn\u00ed v\u011bci, slu\u017eby, marketing\u2026 ale nen\u00ed a nejsp\u00ed\u0161 ani nikdy nebude s n\u00e1ma \u0159achanda.<\/p>\n O \u010dom je dnes pre teba design a ako s t\u00fdm s\u00favis\u00ed design thinking?<\/strong><\/p>\n Design thinking je pro m\u011b dneska u\u017e vypr\u00e1zdn\u011bnej pojem. Design\u00e9r p\u0159emej\u0161l\u00ed. Je to jeho d\u017eob. Design v sob\u011b p\u0159emej\u0161len\u00ed zahrnuje. Design thinking je ale na druhou stranu n\u011bco, co n\u00e1m otv\u00edr\u00e1 dve\u0159e do firem. Z hlediska marketingu P\u00e1ben\u00ed ho proto pou\u017e\u00edv\u00e1me, jakkoli jedna z prvn\u00edch v\u011bc\u00ed, co se sna\u017e\u00edme na sch\u016fzk\u00e1ch, co maj bejt o design thinkingu vysv\u011btlit, \u017ee to je prost\u011b blbost.<\/p>\n A design? Je to hlavn\u011b n\u00e1vrh produkt\u016f a slu\u017eeb na z\u00e1klad\u011b obezn\u00e1menosti s trhem, s u\u017eivateli, s mo\u017enostmi dan\u00fd firmy. Je to neust\u00e1lej posun dop\u0159edu po mal\u00fdch a testovateln\u00fdch kroc\u00edch. Je to neust\u00e1l\u00fd pou\u010dov\u00e1n\u00ed se z chyb a d\u00e1v\u00e1n\u00ed a p\u0159ij\u00edm\u00e1n\u00ed zp\u011btn\u00fd vazby. Je to \u0159\u00edzen\u00e1 tvorba na z\u00e1klad\u011b v\u011bdom\u00fdch rozhodnut\u00ed. A je to zm\u011bna mindsetu lid\u00ed, kter\u00fd, kdy\u017e si pojmenujou probl\u00e9m, okam\u017eit\u011b je napadaj \u0159e\u0161en\u00ed definovan\u00fd jejich vlatn\u00edma zku\u0161enostma. A to je \u0161patn\u011b. Pointa designu je zab\u00edjen\u00ed sv\u00fdho ega, sv\u00fdch domn\u011bnek.<\/p>\n Design vlastn\u011b stra\u0161n\u011b bol\u00ed, ale je to pro m\u011b prost\u011b cesta k humanit\u011b a srozumitelnosti ne k nesmyslnejm, ale jako\u017eekr\u00e1snejm a ocen\u011bn\u00edhodnejm v\u011bcem. Design nem\u00e1 zp\u016fsobovat wowefekt, ale pocit: no dy\u0165 jo, jak jinak by to m\u011blo fungovat?<\/p>\n Vn\u00edmam \u0165a ako presved\u010den\u00e9ho z\u00e1stancu filozofie „hovorte so svojimi z\u00e1kazn\u00edkmi“. Z vlastn\u00fdch sk\u00fasenost\u00ed a zo sk\u00fasenost\u00ed z mojich zn\u00e1mych z webov\u00fdch agent\u00far viem, \u017ee ich klienti s\u00fa \u010dasto neochotn\u00ed investova\u0165 do f\u00e1zy prieskumu, niektor\u00ed dokonca hovoria veci ako „nechceme s t\u00fdm na\u0161ich z\u00e1kazn\u00edkov otravova\u0165“. Ako ich presved\u010d\u00ed\u0161 o tom, aby do toho \u0161li? D\u00e1 sa f\u00e1za „pozn\u00e1n\u00ed“ nejak\u00fdm sp\u00f4sobom „vynecha\u0165“?<\/strong><\/p>\n Nep\u0159esv\u011bd\u010duju. M\u00e1m kliku, \u017ee nemus\u00edm. Kdy\u017e na tuhle f\u00e1zi nesly\u0161ej, prost\u011b nespolupracujeme. Dneska u\u017e m\u00e1me za sebou dost referenc\u00ed, kter\u00fd by bez dat od z\u00e1kazn\u00edk\u016f neexistovaly nebo by nebyly tak dobr\u00fd. Pracujeme pro Komer\u010dku, pro Adastru, pro Kentico\u2026 d\u011bl\u00e1me pro st\u0159edn\u00ed \u0161koly a t\u0159eba i pro Hnut\u00ed Duha.<\/p>\n Nikdy jsme od v\u00fdzkumu neustoupili. Lhali bychom si do kapsy. A nem\u011bli bychom na \u010dem stav\u011bt \u0159e\u0161en\u00ed. To, na co jsme experti, je design, obsah. Ne byznys na\u0161ich klient\u016f. Jsme placen\u00fd za to, \u017ee jsme ti nejhloup\u011bj\u0161\u00ed ve skupin\u011b. P\u00e1\u010d pak jsme schopn\u00fd tvo\u0159it v\u011bci, co jsou opravdu blbuvzdorn\u00fd.<\/p>\n A ano argumenty, o kter\u00fdch mluv\u00ed\u0161 ob\u010das zazn\u00edvaj. Ale v\u00ed\u0161 co? My se bavili s mana\u017eerama velkejch byznys\u016f i s lidma, co si kupujou ojet\u00fd ly\u017ee. Volali jsme si s ago\u0161kama po cel\u00fdm sv\u011bt\u011b a jezdili na homevisity p\u0159\u00edmo do bar\u00e1k\u016f respondent\u016f. A nikdy jsme neza\u017eili nikoho, kdo by byl otr\u00e1venej. Dokonce se lidi ob\u010das radujou, \u017ee se n\u011bkdo zaj\u00edm\u00e1. A kdy\u017e nemaj \u010das, tak n\u00e1m to prost\u011b \u0159eknou.<\/p>\n V roku 2015 si z osobnej zna\u010dky P\u00e1ben\u00ed urobil firmu. S odstupom \u010dasu, ako sa zmenil tvoj \u017eivot oproti fungovaniu na vo\u013enej nohe?<\/strong><\/p>\n M\u00e1m kolem sebe chytr\u00fd lidi, co m\u011b posouvaj d\u00e1l. M\u00e1m t\u00fdm, na kterej se m\u016f\u017eu spolehnout a co dopl\u0148uje v\u011bci, kter\u00fd j\u00e1 nikdy nebudu um\u011bt. Vopravdickej copywriting. Vopravdickej v\u00fdzkum. Vopravdickou analytiku. S\u00e1m se m\u016f\u017eu rozv\u00edjet mnohem rychlejc, ne\u017e kdy d\u0159\u00edv. A p\u00e1\u010d jsem zast\u00e1ncem hesla: p\u0159\u00edle\u017eitost d\u011bl\u00e1 zlod\u011bje, m\u00e1m ukrutnou radost, \u017ee jsme prost\u011b gang jak svi\u0148a.<\/p>\n Na z\u00e1ver – \u010do ta motivuje \u00eds\u0165 predn\u00e1\u0161a\u0165 na WordCamp Brno?<\/strong><\/p>\n P\u0159\u00edle\u017eitost d\u011bl\u00e1 zlod\u011bje \ud83d\ude42<\/p>\n Roman v\u00e1m na WordCampu \u0159ekne n\u011bco o tom, pro\u010d d\u00e1v\u00e1 sakra dobr\u00fd smysl zapojit va\u0161e z\u00e1kazn\u00edky do designu (nejen) va\u0161eho webu a jak se to d\u00e1 ud\u011blat.<\/strong><\/em><\/p>\n","protected":false},"excerpt":{"rendered":" Navrhujete weby na z\u00e1klad\u011b re\u00e1ln\u00fdch dat z ter\u00e9nu, nebo na z\u00e1klad\u011b sv\u00fdch domn\u011bnek? Vyka\u0161lete se na svoje ego a b\u011b\u017ete se pt\u00e1t lid\u00ed. A dejte na jejich slova, rad\u00ed Roman.<\/p>\n","protected":false},"author":15393193,"featured_media":1275,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[1079852],"tags":[],"class_list":["post-1261","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-rozhovory-se-spikry"],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/brno.wordcamp.org\/2017\/files\/2017\/09\/roman-pabeni-e1506359767968.jpg?fit=720%2C720&ssl=1","jetpack_sharing_enabled":true,"jetpack_shortlink":"https:\/\/wp.me\/p8K0Xj-kl","_links":{"self":[{"href":"https:\/\/brno.wordcamp.org\/2017\/wp-json\/wp\/v2\/posts\/1261","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/brno.wordcamp.org\/2017\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/brno.wordcamp.org\/2017\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/brno.wordcamp.org\/2017\/wp-json\/wp\/v2\/users\/15393193"}],"replies":[{"embeddable":true,"href":"https:\/\/brno.wordcamp.org\/2017\/wp-json\/wp\/v2\/comments?post=1261"}],"version-history":[{"count":5,"href":"https:\/\/brno.wordcamp.org\/2017\/wp-json\/wp\/v2\/posts\/1261\/revisions"}],"predecessor-version":[{"id":1279,"href":"https:\/\/brno.wordcamp.org\/2017\/wp-json\/wp\/v2\/posts\/1261\/revisions\/1279"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/brno.wordcamp.org\/2017\/wp-json\/wp\/v2\/media\/1275"}],"wp:attachment":[{"href":"https:\/\/brno.wordcamp.org\/2017\/wp-json\/wp\/v2\/media?parent=1261"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/brno.wordcamp.org\/2017\/wp-json\/wp\/v2\/categories?post=1261"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/brno.wordcamp.org\/2017\/wp-json\/wp\/v2\/tags?post=1261"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}