FOWA Miami 2009 Workshop

Working titles Design lessons learned in the trenches A (semi-organized) brain dump of current design challenges Stuff we got right and wrong (and what we’re doing about it) Credit: Flickr user ‘justin0842’

Ground rules Ask questions anytime... yell out if I don’t see your hand It’s more important to elaborate than to cover everything You can DM me @dburka with speciﬁc things to cover via istockphoto.com

Today’s agenda Credit: Flickr user S.O.F.T.

Today’s agenda 1. Get the basics out of the way Credit: Flickr user S.O.F.T.

Today’s agenda 1. Get the basics out of the way 2. Designing for engagement Credit: Flickr user S.O.F.T.

Today’s agenda 1. Get the basics out of the way 2. Designing for engagement 3. Positive behaviors by design Credit: Flickr user S.O.F.T.

Today’s agenda 1. Get the basics out of the way 2. Designing for engagement 3. Positive behaviors by design 4. Handling (lots of) user feedback Credit: Flickr user S.O.F.T.

Today’s agenda 1. Get the basics out of the way 2. Designing for engagement 3. Positive behaviors by design 4. Handling (lots of) user feedback 5. Iterative design strategies + a case study Credit: Flickr user S.O.F.T.

Today’s agenda 1. Get the basics out of the way 2. Designing for engagement 3. Positive behaviors by design 4. Handling (lots of) user feedback 5. Iterative design strategies + a case study + Your suggestions Credit: Flickr user S.O.F.T.

Challenge Encouraging people to participate

Joshua Porter (bokardo) “You probably have a community whether you know it or not.” Via ChinPosin.com

How do your people participate? Different sites have different issues

Reduce the barrier to entry Simplify sign-up, not just registration Credit: Flickr user ‘notsogoodphotography’

E-commerce example

Dip a toe in the water Get going quickly and get invested quickly Credit: Flickr user ‘notsogoodphotography’

Start simple Easier to grok, more engaging

Show, don’t tell Showing is much more enticing (usually)

Credit: Flickr user ‘inoxkrow’ Increase beneﬁt Go beyond altruistic motivations

Challenge Promoting positive participation

Personal proﬁles Encourage trust and connections Credit: Flickr user ‘mrclean’

Focus on tension points Copy and design can go a long way Credit: Flickr user ‘sarahkim’

Avoid negative competition ‘King of the hill’ contests don’t scale Credit: Flickr user ‘cmichel67’

Cons Digg top users list

• Too basic, too static Cons Digg top users list

• Too basic, too static • Frustrating to climb ladder once others established Cons Digg top users list

• Too basic, too static • Frustrating to climb ladder once others established Cons Digg top users list • Taps into negative self-interest as well

• Too basic, too static • Frustrating to climb ladder once others established Cons Digg top users list • Taps into negative self-interest as well • Cutthroats climb ladder at any cost

• Too basic, too static • Frustrating to climb ladder once others established Cons Digg top users list • Taps into negative self-interest as well • Cutthroats climb ladder at any cost • Creates very inﬂuential users

Prostop users list Digg

• Easy to understand: simple sum Prostop users list Digg

• Easy to understand: simple sum • Fantastic incentive to participate at the beginning Prostop users list Digg

• Easy to understand: simple sum • Fantastic incentive to participate at the beginning Prostop users list Digg • Taps into peoples’ self-interest in a positive way

• Easy to understand: simple sum • Fantastic incentive to participate at the beginning Prostop users list Digg • Taps into peoples’ self-interest in a positive way • Healthy competition when beneﬁt is low

• Easy to understand: simple sum • Fantastic incentive to participate at the beginning Prostop users list Digg • Taps into peoples’ self-interest in a positive way • Healthy competition when beneﬁt is low • Creates recognizable ‘celebrity’ contributors

Digg top users list Possible improvements?

Keep it positive Seems simple, but it’s difﬁcult to stay focused on it

Focus on the individual Award individuals for personal accomplishments

Self-policing Empower users to take care of issues themselves

Challenge Handling (lots of) user feedback

Mozilla.org Public site redesign in 2004

I don't like it a bit. What was wrong with the current one?

I don't like it a bit. What was wrong with the current one? Looks like your average small company website.

I don't like it a bit. What was wrong with the current one? Looks like your average small company website. Keep the old colors and ditch the new ones. It's too depressing.

I don't like it a bit. What was wrong with the current one? Looks like your average small company website. Keep the old colors and ditch the new ones. It's too depressing. IMHO the current design looks MUCH better than this mess.

Feedback is more than ‘Good’ or ‘Bad’

Feedback isn’t binary

Feedback isn’t binary • Much more than a simple “it’s good” or “it sucks”

Feedback isn’t binary • Much more than a simple “it’s good” or “it sucks” • Many factors:

Feedback isn’t binary • Much more than a simple “it’s good” or “it sucks” • Many factors: • Timing

Feedback isn’t binary • Much more than a simple “it’s good” or “it sucks” • Many factors: • Timing • User type

Feedback isn’t binary • Much more than a simple “it’s good” or “it sucks” • Many factors: • Timing • User type • Setting

Feedback isn’t binary • Much more than a simple “it’s good” or “it sucks” • Many factors: • Timing • User type • Setting • Community type

Feedback isn’t binary • Much more than a simple “it’s good” or “it sucks” • Many factors: • Timing • User type • Setting • Community type • Etc...

Collecting feedback How do you collect feedback?

Off the top of my head Collecting feedback Feedback at Digg, Pownce, silverorange Email Twitter, blogs, etc Comments! Press Focus groups Phone Stats Forums Conferences Parties! Townhalls Internal conversations Task analysis

Established vs Young Experiences with the Digg and Pownce communities via AlphaTangoBravo / Adam Baker

Young vs Established

Young vs Established • Pownce was relatively young

Young vs Established • Pownce was relatively young • ~270,000 users

Young vs Established • Pownce was relatively young • ~270,000 users • Just over a year and a half old

Young vs Established • Pownce was relatively young • ~270,000 users • Just over a year and a half old • Digg is relatively old

Young vs Established • Pownce was relatively young • ~270,000 users • Just over a year and a half old • Digg is relatively old • ~3+ million users and 30+ million uniques/month

Young vs Established • Pownce was relatively young • ~270,000 users • Just over a year and a half old • Digg is relatively old • ~3+ million users and 30+ million uniques/month • Almost 4 years old

Young vs Established • Feedback has less volume

Young vs Established • Feedback has less volume • Less feedback is easier to parse

Young vs Established • Feedback has less volume • Less feedback is easier to parse • Less feedback makes it harder to ﬁnd patterns

Young vs Established • Feedback has less volume • Less feedback is easier to parse • Less feedback makes it harder to ﬁnd patterns • People feel connected to the site’s growth

Young vs Established • Feedback has less volume • Less feedback is easier to parse • Less feedback makes it harder to ﬁnd patterns • People feel connected to the site’s growth • Positive, energetic, forgiving

Young vs Established • Feedback has less volume • Less feedback is easier to parse • Less feedback makes it harder to ﬁnd patterns • People feel connected to the site’s growth • Positive, energetic, forgiving • Nimble and responsive site

Young vs Established • Feedback has more volume

Young vs Established • Feedback has more volume • Difﬁcult to parse and handle

Young vs Established • Feedback has more volume • Difﬁcult to parse and handle • Patterns are less prone to error

Young vs Established • Feedback has more volume • Difﬁcult to parse and handle • Patterns are less prone to error • People have invested themselves

Young vs Established • Feedback has more volume • Difﬁcult to parse and handle • Patterns are less prone to error • People have invested themselves • Patterns and familiarities have formed

Young vs Established • Feedback has more volume • Difﬁcult to parse and handle • Patterns are less prone to error • People have invested themselves • Patterns and familiarities have formed • Self aware communities and cliques exist

Young vs Established • Feedback has more volume • Difﬁcult to parse and handle • Patterns are less prone to error • People have invested themselves • Patterns and familiarities have formed • Self aware communities and cliques exist • Expectations of performance have been created

Young vs Established • Feedback has more volume • Difﬁcult to parse and handle • Patterns are less prone to error • People have invested themselves • Patterns and familiarities have formed • Self aware communities and cliques exist • Expectations of performance have been created • And, your business may be slower too...

Types of feedback a Types of feedback • Different types require different responses, carry different weights

Types of feedback a Positive feedback “ The new stuff looks great!! Now I know what you’ve been working so hard on!!! Dad “ Wow, this is so much better than the old design. Now that I’ve had a chance to use it, I love it. Thanks.

Types of feedback a Bug reports “ When I select a username I get a 404 error. Can you guys look into it? “ The thing jumps around after I click on the other thing. It’s annoying. Please ﬁx it, thanks.

Types of feedback a Negative feedback “ I want it to be like it was before... “ I hate it! (the designer should be ﬁred!!) “ It doesn’t do something I need... “ It would be easy just to... “ It’s ok, but what took so long?

Types of feedback a Expert feedback “ I am going to both share my opinion on what the problems are and actually address them...

Types of feedback a Implicit feedback

Types of feedback a Implicit feedback • Observing user behavior

Types of feedback a Implicit feedback • Observing user behavior • Objective metrics

Types of feedback a Implicit feedback • Observing user behavior • Objective metrics • Speaks for the non-commenters

Types of feedback a Implicit feedback • Observing user behavior • Objective metrics • Speaks for the non-commenters • People don’t do what they say

Types of feedback a Implicit feedback • Observing user behavior • Objective metrics • Speaks for the non-commenters • People don’t do what they say • Digg commenters are typical of this: “That’s why I never come here anymore”!!

Reacting to feedback b Reacting to feedback

Reacting to feedback b Reacting to feedback • First step: Don’t do anything!

Reacting to feedback b Reacting to feedback • First step: Don’t do anything! • Immediate reaction will be to go back to the old way

Reacting to feedback b Reacting to feedback • First step: Don’t do anything! • Immediate reaction will be to go back to the old way • Hesitate to create a ‘back’ switch

Reacting to feedback b Reacting to feedback • First step: Don’t do anything! • Immediate reaction will be to go back to the old way • Hesitate to create a ‘back’ switch • Don’t paint yourself into corners

Reacting to feedback b Reacting to feedback • First step: Don’t do anything! • Immediate reaction will be to go back to the old way • Hesitate to create a ‘back’ switch • Don’t paint yourself into corners • Don’t end up implementing a patchy ﬁx instead of seeing the problem

Reacting to feedback b Reacting to feedback

Reacting to feedback b Reacting to feedback • Wait for a period and then collect the feedback

Reacting to feedback b Reacting to feedback • Wait for a period and then collect the feedback • Identify themes and strong ideas

Reacting to feedback b Reacting to feedback • Wait for a period and then collect the feedback • Identify themes and strong ideas • Try to make quantiﬁable judgements

Reacting to feedback b Reacting to feedback • Wait for a period and then collect the feedback • Identify themes and strong ideas • Try to make quantiﬁable judgements • Cherry pick great ideas (especially from experts!)

Reacting to feedback b Reacting to feedback • Wait for a period and then collect the feedback • Identify themes and strong ideas • Try to make quantiﬁable judgements • Cherry pick great ideas (especially from experts!) • Take implicit feedback seriously... could be the opposite of the explicit feedback

c Extreme feedback Handling the extremes Riots, petitions, mass-defection threats, etc.

c Extreme feedback Handling the extremes Riots, petitions, mass-defection threats, etc. • Take feedback seriously, but don’t sway your vision and don’t panic

c Extreme feedback Handling the extremes Riots, petitions, mass-defection threats, etc. • Take feedback seriously, but don’t sway your vision and don’t panic • BE AS HONEST AS YOU CAN BE

c Extreme feedback Handling the extremes Riots, petitions, mass-defection threats, etc. • Take feedback seriously, but don’t sway your vision and don’t panic • BE AS HONEST AS YOU CAN BE • You don’t have to go into technical speciﬁcs, but...

c Extreme feedback Handling the extremes Riots, petitions, mass-defection threats, etc. • Take feedback seriously, but don’t sway your vision and don’t panic • BE AS HONEST AS YOU CAN BE • You don’t have to go into technical speciﬁcs, but... • Don’t be unnecessarily vague

c Extreme feedback Handling the extremes Riots, petitions, mass-defection threats, etc. • Take feedback seriously, but don’t sway your vision and don’t panic • BE AS HONEST AS YOU CAN BE • You don’t have to go into technical speciﬁcs, but... • Don’t be unnecessarily vague • Try (key word!) to get out in front of issues...

Challenge Managing change Iterative design strategies

Credit: Martin_Heigan Your design sucks Trust me, you can do better

In-n-Out Contract work In-house work VS Credit: Mark Trammell aka chasingfun

Handling feedback What do people want and why do they want it? Credit: Flickr user ‘notsogoodphotography’

Desire paths Don’t try to predict everything Credit: Phil Gyford

Adapt to Scale It’s a great problem to have

Subtraction is iteration too Try to remove as much as you add Credit: Rev Dan Catt

Credit: kimballhoman + (ﬂickr) Realign, don’t redesign Cameron Moll is clever

“Every time I hear a designer say the word innovation I reach for my revolver.... so I can shoot them in the face” Stuart Butterﬁeld, Flickr March, 2008

Adapt to survive If iterative design isn’t instinctual, be convincing

A case study Digg comments

Step 1 Get it out there

Step 2 Add sophistication

by dburka 20 minutes ago Of course, what McCain is trying to avoid anyone noticing is that the problem isn't regulators failing to do their job; it's that that man he tapped to write his economic policy - Phil Gramm - removed oversight of the instruments that are laying waste to the finance sector from the regulators' job descriptions. Reply to this comment by marktrammell 16 minutes ago We all know McCain is incompetent when it comes to the economy, and that Phil Gramm sold out the finance sector. You would think they would have brought in someone with substance when Phil hit the road. 5 Replies to this comment by dburka 14 minutes ago We all know McCain is incompetent when it comes to the economy, and that Phil Gramm sold out the finance sector. You would think they would have brought in someone with substance when Phil hit the road. Step 3 5 Replies to this comment by kurtwilms 12 minutes ago Start revising We all know McCain is incompetent when it comes to the economy, and that Phil Gramm sold out the finance sector. You would think they would have brought in someone with substance when Phil hit the road. Reply to this comment by kevinrose 10 minutes ago

Set goals Add multiple levels of nesting Reduce complexity of nesting Discourage top-posting Increase participation Improve quality of discussions Address scaling issues Make things feel simpler & improve interactions

by dburka 20 minutes ago Of course, what McCain is trying to avoid anyone noticing is that the problem isn't regulators failing to do their job; it's that that man he tapped to write his economic policy - Phil Gramm - removed oversight of the instruments that are laying waste to the finance sector from the regulators' job descriptions. Reply to this comment by marktrammell 16 minutes ago We all know McCain is incompetent when it comes to the economy, and that Phil Gramm sold out the finance sector. You would think they would have brought in someone with substance when Phil hit the road. 5 Replies to this comment by dburka 14 minutes ago We all know McCain is incompetent when it comes to the economy, and that Phil Gramm sold out the finance sector. You would think they would have brought in someone with substance when Phil hit the road. 5 Replies to this comment by kurtwilms 12 minutes ago We all know McCain is incompetent when it comes to the economy, and that Phil Gramm sold out the finance sector. You would think they would have brought in someone with substance when Phil hit the road. Reply to this comment by kevinrose 10 minutes ago

Measure success Add multiple levels of nesting Reduce complexity of nesting Discourage top-posting Increase participation Improve quality of discussions Address scaling issues Make things feel simpler & improve interactions

One long year... ( I’m sorry ) Credit: Flickr user xjrlokix

Then we got it right Well... sort of

Gather feedback Explicit and implicit

Set new goals (Idea is to avoid feature creep and gauge success) Make things feel simpler & improve interactions Improve performance Add most requested functionality

Create some comps Somewhere to start discussion

User test #1 Focus group novices and experts

Ask for more feedback Really? Yes.

Create reﬁned comps In this case html/css/js comps

Implement Work closely with the development team

User test #2 Perform task analysis

Things we didn’t do Set a public timeline Try to get it perfect Include everything people wanted

Launch it! Start gathering feedback again...

Summing up... Credit: Flickr user ‘ucumari’

Summing up... Feedback, feedback, and more feedback Credit: Flickr user ‘ucumari’

Summing up... Feedback, feedback, and more feedback Follow how people actually use your system Credit: Flickr user ‘ucumari’

Summing up... Feedback, feedback, and more feedback Follow how people actually use your system Subtraction is iteration too Credit: Flickr user ‘ucumari’

Summing up... Feedback, feedback, and more feedback Follow how people actually use your system Subtraction is iteration too Measurable goals are crucial Credit: Flickr user ‘ucumari’

Summing up... Feedback, feedback, and more feedback Follow how people actually use your system Subtraction is iteration too Measurable goals are crucial Avoid concrete timelines and avoid bloat Credit: Flickr user ‘ucumari’

Summing up... Feedback, feedback, and more feedback Follow how people actually use your system Subtraction is iteration too Measurable goals are crucial Avoid concrete timelines and avoid bloat Leave time to iterate, in fact plan for it Credit: Flickr user ‘ucumari’

Homework: Read Stewart Brand’s How Buildings Learn: What happens after they’re built

I’m dburka digg ﬂickr twitter dopplr clustershot last.fm weblog: deltatangobravo.com email: daniel@digg.com

FOWA Miami 2009 Workshop

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