Date post: | 11-May-2015 |
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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:
Monday, May 16, 2011
Hi, I’m Lauren.Some titles I’ve held:
• Front-End Coder
Monday, May 16, 2011
Hi, I’m Lauren.Some titles I’ve held:
• Front-End Coder
• Web Designer
Monday, May 16, 2011
Hi, I’m Lauren.Some titles I’ve held:
• Front-End Coder
• Web Designer
• Project Manager
Monday, May 16, 2011
Hi, I’m Lauren.Some titles I’ve held:
• Front-End Coder
• Web Designer
• Project Manager
• Information Architect
Monday, May 16, 2011
Hi, I’m Lauren.Some titles I’ve held:
• Front-End Coder
• Web Designer
• Project Manager
• Information Architect
• Strategist
Monday, May 16, 2011
Hi, I’m Lauren.Some titles I’ve held:
• Front-End Coder
• Web Designer
• Project Manager
• Information Architect
• Strategist
• Entrepreneur
Monday, May 16, 2011
Hi, I’m Lauren.Some titles I’ve held:
• Front-End Coder
• Web Designer
• Project Manager
• Information Architect
• Strategist
• Entrepreneur
• Author
Monday, May 16, 2011
Hi, I’m Lauren.Some titles I’ve held:
• Front-End Coder
• Web Designer
• Project Manager
• Information Architect
• Strategist
• Entrepreneur
• Author
• Avid learner & self-improvement freak
Monday, May 16, 2011
Hi, I’m Lauren.Some titles I’ve held:
• Front-End Coder
• Web Designer
• Project Manager
• Information Architect
• Strategist
• Entrepreneur
• Author
• Avid learner & self-improvement freak
• Collaborator
Monday, May 16, 2011
Drilling Down:What fuels web design?
Monday, May 16, 2011
Code • Graphics • Widgets • Software
Drilling Down:What fuels web design?
Monday, May 16, 2011
Strategy • Process • Consultation
Code • Graphics • Widgets • Software
Drilling Down:What fuels web design?
Monday, May 16, 2011
Function • Meaning • Delight • Evolution
Strategy • Process • Consultation
Code • Graphics • Widgets • Software
Drilling Down:What fuels web design?
Monday, May 16, 2011
Does being an expertmean having the answers?
Monday, May 16, 2011
“They did everything we asked.”
Best testimonial ever?
Monday, May 16, 2011
“Our sales* increased by 150%.”
*or mailing list / donor base / reach…fill in your business goal here.
Best testimonial ever:
Monday, May 16, 2011
“Concentrate on being consultative rather than
getting trapped in a transactional mentality.”
–David Bakerwww.recourses.com
Monday, May 16, 2011
Good questions & bad questions
Monday, May 16, 2011
5 W’s + 1 H
Monday, May 16, 2011
5 W’s + 1 HQuestions clients ask:
Monday, May 16, 2011
5 W’s + 1 HQuestions clients ask:• Where will people find it?
Monday, May 16, 2011
5 W’s + 1 HQuestions clients ask:• Where will people find it?
• Where will they hear about it?
Monday, May 16, 2011
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?
Monday, May 16, 2011
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?
Monday, May 16, 2011
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?
• How will it be built?
Monday, May 16, 2011
5 W’s + 1 H
Monday, May 16, 2011
5 W’s + 1 HAsk better questions:
Monday, May 16, 2011
5 W’s + 1 HAsk better questions:• Who is it for?
Monday, May 16, 2011
5 W’s + 1 HAsk better questions:• Who is it for?
• Who are your competitors?
Monday, May 16, 2011
5 W’s + 1 H
Monday, May 16, 2011
5 W’s + 1 H• What is its purpose?
Monday, May 16, 2011
5 W’s + 1 H• What is its purpose?
• What are the 3 most critical things you want your visitors to do?
Monday, May 16, 2011
5 W’s + 1 H• What is its purpose?
• 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?
Monday, May 16, 2011
5 W’s + 1 H
Monday, May 16, 2011
5 W’s + 1 H• Where does it fit into your overall
organizational / brand / communications strategy?
Monday, May 16, 2011
5 W’s + 1 H
Monday, May 16, 2011
5 W’s + 1 H• When it launches, how will you
maintain and develop it further?
Monday, May 16, 2011
5 W’s + 1 H
Monday, May 16, 2011
5 W’s + 1 H• Why are we building it?
Monday, May 16, 2011
5 W’s + 1 H
Monday, May 16, 2011
5 W’s + 1 H• How will you measure success?
Monday, May 16, 2011
5 W’s + 1 H• How will you measure success?
• How do you want your audience to feel when they interact with you?
Monday, May 16, 2011
Story: datadotgc.ca
Monday, May 16, 2011
Good answers & bad answers
Monday, May 16, 2011
Why?
Monday, May 16, 2011
Why?Bad answer:
Monday, May 16, 2011
Why?Bad answer:
Because everyone else has one.
Monday, May 16, 2011
Why?
Monday, May 16, 2011
Why?Better answers:
Monday, May 16, 2011
Why?Better answers:• Because it serves our business goals.
Monday, May 16, 2011
Why?Better answers:• Because it serves our business goals.
• Because it’s our #1 user-requested feature.
Monday, May 16, 2011
Why?Better answers:• Because it serves our business goals.
• Because it’s our #1 user-requested feature.
• Because it increases the function / delight / meaning / evolution factor(s).
Monday, May 16, 2011
Who?
Monday, May 16, 2011
Who?Bad answers:
Monday, May 16, 2011
Who?Bad answers:
Everyone
Monday, May 16, 2011
Who?Bad answers:
Everyone
or
Monday, May 16, 2011
Who?Bad answers:
Everyone
or
Death by demographics
Monday, May 16, 2011
Who?
Monday, May 16, 2011
Who?Better answers:
Monday, May 16, 2011
Who?Better answers:• Descriptors
Monday, May 16, 2011
Who?Better answers:• Descriptors
• Profiles
Monday, May 16, 2011
Who?Better answers:• Descriptors
• Profiles
• User stories (What do they want to do, and why?)
Monday, May 16, 2011
What?
Monday, May 16, 2011
What?Bad answer:
Monday, May 16, 2011
What?Bad answer:
Increase sales.
Monday, May 16, 2011
Why?
Monday, May 16, 2011
Why?Better answers:
Monday, May 16, 2011
Why?Better answers:• Increase sales of X by __% by [date],
using the following techniques & strategies…
Monday, May 16, 2011
Why?Better answers:• Increase sales of X by __% by [date],
using the following techniques & strategies…
• Improve cart usability & thereby decrease abandonment by 10%.
Monday, May 16, 2011
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
Monday, May 16, 2011
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
Monday, May 16, 2011
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
Monday, May 16, 2011
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
Monday, May 16, 2011
Documentation
Monday, May 16, 2011
DocumentationBusiness & functional req’s
Monday, May 16, 2011
DocumentationBusiness & functional req’s• WHO: Audience segments: who are
they, and what are they here to do?
Monday, May 16, 2011
DocumentationBusiness & functional req’s• WHO: Audience segments: who are
they, and what are they here to do?
• WHY: Measures of success
Monday, May 16, 2011
DocumentationBusiness & functional req’s• WHO: Audience segments: who are
they, and what are they here to do?
• WHY: Measures of success
• HOW: Technical specs
Monday, May 16, 2011
Story: Macrowikinomics
strikes back.
Monday, May 16, 2011
Get curious.(Your clients will thank you.)
Monday, May 16, 2011
Anything you want to ask me?
Monday, May 16, 2011
Thank you.www.raisedeyebrow.com
www.laurenandemira.com
@laurenbacon
Monday, May 16, 2011