Being Curious for a Living (revised)

Being Curious for a Living

How asking questions creates loyal clients (and better online tools)

Monday, May 16, 2011

Hi, I’m Lauren.Some titles I’ve held:



• Front-End Coder



• Front-End Coder

• Web Designer



• Front-End Coder

• Web Designer

• Project Manager



• Front-End Coder

• Web Designer

• Project Manager

• Information Architect



• Front-End Coder

• Web Designer

• Project Manager


• Strategist



• Front-End Coder

• Web Designer

• Project Manager


• Strategist

• Entrepreneur



• Front-End Coder

• Web Designer

• Project Manager


• Strategist

• Entrepreneur

• Author



• Front-End Coder

• Web Designer

• Project Manager


• Strategist

• Entrepreneur

• Author

• Avid learner & self-improvement freak



• Front-End Coder

• Web Designer

• Project Manager


• Strategist

• Entrepreneur

• Author

• Avid learner & self-improvement freak

• Collaborator


Drilling Down:What fuels web design?


Code • Graphics • Widgets • Software



Strategy • Process • Consultation




Function • Meaning • Delight • Evolution

Strategy • Process • Consultation




Does being an expertmean having the answers?


“They did everything we asked.”

Best testimonial ever?


“Our sales* increased by 150%.”

*or mailing list / donor base / reach…fill in your business goal here.

Best testimonial ever:


“Concentrate on being consultative rather than

getting trapped in a transactional mentality.”

–David Bakerwww.recourses.com


http://www.recourses.com

http://www.recourses.com

Good questions & bad questions


5 W’s + 1 H


5 W’s + 1 HQuestions clients ask:


5 W’s + 1 HQuestions clients ask:• Where will people find it?



• Where will they hear about it?




• Who will help us get the word out?





• When does it need to launch?





• When does it need to launch?

• How will it be built?


5 W’s + 1 H


5 W’s + 1 HAsk better questions:


5 W’s + 1 HAsk better questions:• Who is it for?


5 W’s + 1 HAsk better questions:• Who is it for?

• Who are your competitors?


5 W’s + 1 H


5 W’s + 1 H• What is its purpose?



• What are the 3 most critical things you want your visitors to do?



• What are the 3 most critical things you want your visitors to do?

• In 25 words or less, what is the key message and/or impression you want your site’s visitors to take away with them?


5 W’s + 1 H


5 W’s + 1 H• Where does it fit into your overall

organizational / brand / communications strategy?


5 W’s + 1 H


5 W’s + 1 H• When it launches, how will you

maintain and develop it further?


5 W’s + 1 H


5 W’s + 1 H• Why are we building it?


5 W’s + 1 H


5 W’s + 1 H• How will you measure success?


5 W’s + 1 H• How will you measure success?

• How do you want your audience to feel when they interact with you?


Story: datadotgc.ca


Good answers & bad answers


Why?


Why?Bad answer:


Why?Bad answer:

Because everyone else has one.


Why?


Why?Better answers:


Why?Better answers:• Because it serves our business goals.



• Because it’s our #1 user-requested feature.



• Because it’s our #1 user-requested feature.

• Because it increases the function / delight / meaning / evolution factor(s).


Who?


Who?Bad answers:


Who?Bad answers:

Everyone


Who?Bad answers:

Everyone

or


Who?Bad answers:

Everyone

or

Death by demographics


Who?


Who?Better answers:


Who?Better answers:• Descriptors



• Profiles



• Profiles

• User stories (What do they want to do, and why?)


What?


What?Bad answer:


What?Bad answer:

Increase sales.


Why?


Why?Better answers:


Why?Better answers:• Increase sales of X by __% by [date],

using the following techniques & strategies…


Why?Better answers:• Increase sales of X by __% by [date],

using the following techniques & strategies…

• Improve cart usability & thereby decrease abandonment by 10%.


The Business Case for “Why?”

Outcome Benefit

Create better, more effective sites

Stronger portfolio,testimonials & referrals

Exceed your clients’ expectations

Customer loyalty & retention

Happy clients Save yourself redoing work for free



Outcome Benefit








Outcome Benefit








Outcome Benefit







Documentation


DocumentationBusiness & functional req’s


DocumentationBusiness & functional req’s• WHO: Audience segments: who are

they, and what are they here to do?




• WHY: Measures of success




• WHY: Measures of success

• HOW: Technical specs


Story: Macrowikinomics

strikes back.


Get curious.(Your clients will thank you.)


Anything you want to ask me?


Thank you.www.raisedeyebrow.com

www.laurenandemira.com

@laurenbacon


http://www.raisedeyebrow.com

http://www.raisedeyebrow.com

http://www.laurenandemira.com






Technology

Being Curious for a Living (revised)