How Two Startups Used a Google Doc to Plan Their User Interface by Stephanie Hay

2 Startups 1 Google Doc

December 2013

@steph_hay

Finding your narrative before designing/building

master the addictive qualities of television and do something good with them

THIS IS PRETTY MUCH

HORSE SHIT

.. content based on actual behavioral research, and a way to measure success

http://bukk.it/srsly.gif

1. learn2. write3. structure4. build

PARADIGM SHIFT

{The Leaner the better

NarrativeThe words that make your customers understand

NarrativeThe words that make your customers understand

must be measurable

It’s not in our budget, but we love the online version.

I’ve passed this along to our marketing director.

workdesign.co

In-person and online

How long does it take you to get to the point?

How long until the person ‘gets it’ without you showing a design?

1 sentence + 1 question

They keep saying, ‘Oh, like a digital comment card!’ But that’s just a little piece of what we do.

The conversion rate is much higher – around 75% now, as opposed to around 5-10% before.

tuee.it

The conversion rate is much higher – around 75% now, as opposed to around 5-10% before.

The main difference between the old/new is the explanation of what we were doing.

tuee.it

The conversion rate is much higher – around 75% now, as opposed to around 5-10% before.

The main difference between the old/new is the explanation of what we were doing.

The old version we were trying to explain what we were; however, in the new version we simply say, ‘We are a better version of your comment card, and here is why.’

tuee.it

RidePost is a trusted community where travelers meet and share rides.

RidePost is a rapidly growing community of travelers. Join others in your area with similar interests, all while sharing the costs of travel.

RidePost is a trusted community where travelers meet and share rides.

RidePost is a rapidly growing community of travelers. Join others in your area with similar interests, all while sharing the costs of travel.

RidePost builds private networks to get people to, from and around your campus. The platform connects your community to improve transportation and sustainability. Want to bring RidePost to your school?

RidePost is a trusted community where travelers meet and share rides.

RidePost is a rapidly growing community of travelers. Join others in your area with similar interests, all while sharing the costs of travel.

RidePost builds private networks to get people to, from and around your campus. The platform connects your community to improve transportation and sustainability. Want to bring RidePost to your school?

RidePost Event partners receive a customized site and powerful tools that help drive more people to the event. Enabling people to find out what's going on and find the people to get there with.

RidePost is a trusted community where travelers meet and share rides.

What words do your customers use?

What problems do they ask if you can solve?

Google Keyword Planner

Touching base to say thank you for your input on optimizing our keywords and text on our site to perform better in SEO.

You introduced a few key topics to me and I went running.

The results speak for themselves: The last 2 weeks were our top weeks for organic growth in our history.

ridepost.com

NarrativeThe words that make your customers understand

internally: who *is* my actual customer?

What words do your customers use?

What is the best way to reach those customers?

Find customers amid the vanity

learned this lesson 2 months after the headlines started

Narrative as UXThe words that make your customers understand,

structured within an interface

1. Marketing Narratives(set expectations)

2. Functional Narratives(meet expectations)

Too High-Level

1. Marketing Narratives(set expectations)

2. Functional Narratives(meet expectations)

What’s your narrative?steph@stephaniehay.com