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Being Curious for a Living (revised)

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

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

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  • 1. Being Curious for a Living How asking questions creates loyal clients (and better online tools)Monday, May 16, 2011
  • 2. Hi, I’m Lauren. Some titles I’ve held:Monday, May 16, 2011
  • 3. Hi, I’m Lauren. Some titles I’ve held: • Front-End CoderMonday, May 16, 2011
  • 4. Hi, I’m Lauren. Some titles I’ve held: • Front-End Coder • Web DesignerMonday, May 16, 2011
  • 5. Hi, I’m Lauren. Some titles I’ve held: • Front-End Coder • Web Designer • Project ManagerMonday, May 16, 2011
  • 6. Hi, I’m Lauren. Some titles I’ve held: • Front-End Coder • Web Designer • Project Manager • Information ArchitectMonday, May 16, 2011
  • 7. Hi, I’m Lauren. Some titles I’ve held: • Front-End Coder • Web Designer • Project Manager • Information Architect • StrategistMonday, May 16, 2011
  • 8. Hi, I’m Lauren. Some titles I’ve held: • Front-End Coder • Entrepreneur • Web Designer • Project Manager • Information Architect • StrategistMonday, May 16, 2011
  • 9. Hi, I’m Lauren. Some titles I’ve held: • Front-End Coder • Entrepreneur • Web Designer • Author • Project Manager • Information Architect • StrategistMonday, May 16, 2011
  • 10. Hi, I’m Lauren. Some titles I’ve held: • Front-End Coder • Entrepreneur • Web Designer • Author • Project Manager • Avid learner & • Information Architect self-improvement freak • StrategistMonday, May 16, 2011
  • 11. Hi, I’m Lauren. Some titles I’ve held: • Front-End Coder • Entrepreneur • Web Designer • Author • Project Manager • Avid learner & • Information Architect self-improvement freak • Strategist • CollaboratorMonday, May 16, 2011
  • 12. Drilling Down: What fuels web design?Monday, May 16, 2011
  • 13. Drilling Down: What fuels web design? Code • Graphics • Widgets • SoftwareMonday, May 16, 2011
  • 14. Drilling Down: What fuels web design? Code • Graphics • Widgets • Software Strategy • Process • ConsultationMonday, May 16, 2011
  • 15. Drilling Down: What fuels web design? Code • Graphics • Widgets • Software Strategy • Process • Consultation Function • Meaning • Delight • EvolutionMonday, May 16, 2011
  • 16. Does being an expert mean having the answers?Monday, May 16, 2011
  • 17. Best testimonial ever? “They did everything we asked.”Monday, May 16, 2011
  • 18. Best testimonial ever: “Our sales* increased by 150%.” *or mailing list / donor base / reach… fill in your business goal here.Monday, May 16, 2011
  • 19. “Concentrate on being consultative rather than getting trapped in a transactional mentality.” –David Baker www.recourses.comMonday, May 16, 2011
  • 20. Good questions & bad questionsMonday, May 16, 2011
  • 21. 5 W’s + 1 HMonday, May 16, 2011
  • 22. 5 W’s + 1 H Questions clients ask:Monday, May 16, 2011
  • 23. 5 W’s + 1 H Questions clients ask: • Where will people find it?Monday, May 16, 2011
  • 24. 5 W’s + 1 H Questions clients ask: • Where will people find it? • Where will they hear about it?Monday, May 16, 2011
  • 25. 5 W’s + 1 H Questions 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
  • 26. 5 W’s + 1 H Questions 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
  • 27. 5 W’s + 1 H Questions 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
  • 28. 5 W’s + 1 HMonday, May 16, 2011
  • 29. 5 W’s + 1 H Ask better questions:Monday, May 16, 2011
  • 30. 5 W’s + 1 H Ask better questions: • Who is it for?Monday, May 16, 2011
  • 31. 5 W’s + 1 H Ask better questions: • Who is it for? • Who are your competitors?Monday, May 16, 2011
  • 32. 5 W’s + 1 HMonday, May 16, 2011
  • 33. 5 W’s + 1 H • What is its purpose?Monday, May 16, 2011
  • 34. 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
  • 35. 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
  • 36. 5 W’s + 1 HMonday, May 16, 2011
  • 37. 5 W’s + 1 H • Where does it fit into your overall organizational / brand / communications strategy?Monday, May 16, 2011
  • 38. 5 W’s + 1 HMonday, May 16, 2011
  • 39. 5 W’s + 1 H • When it launches, how will you maintain and develop it further?Monday, May 16, 2011
  • 40. 5 W’s + 1 HMonday, May 16, 2011
  • 41. 5 W’s + 1 H • Why are we building it?Monday, May 16, 2011
  • 42. 5 W’s + 1 HMonday, May 16, 2011
  • 43. 5 W’s + 1 H • How will you measure success?Monday, May 16, 2011
  • 44. 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
  • 45. Story: datadotgc.caMonday, May 16, 2011
  • 46. Good answers & bad answersMonday, May 16, 2011
  • 47. Why?Monday, May 16, 2011
  • 48. Why? Bad answer:Monday, May 16, 2011
  • 49. Why? Bad answer: Because everyone else has one.Monday, May 16, 2011
  • 50. Why?Monday, May 16, 2011
  • 51. Why? Better answers:Monday, May 16, 2011
  • 52. Why? Better answers: • Because it serves our business goals.Monday, May 16, 2011
  • 53. Why? Better answers: • Because it serves our business goals. • Because it’s our #1 user-requested feature.Monday, May 16, 2011
  • 54. 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
  • 55. Who?Monday, May 16, 2011
  • 56. Who? Bad answers:Monday, May 16, 2011
  • 57. Who? Bad answers: EveryoneMonday, May 16, 2011
  • 58. Who? Bad answers: Everyone orMonday, May 16, 2011
  • 59. Who? Bad answers: Everyone or Death by demographicsMonday, May 16, 2011
  • 60. Who?Monday, May 16, 2011
  • 61. Who? Better answers:Monday, May 16, 2011
  • 62. Who? Better answers: • DescriptorsMonday, May 16, 2011
  • 63. Who? Better answers: • Descriptors • ProfilesMonday, May 16, 2011
  • 64. Who? Better answers: • Descriptors • Profiles • User stories (What do they want to do, and why?)Monday, May 16, 2011
  • 65. What?Monday, May 16, 2011
  • 66. What? Bad answer:Monday, May 16, 2011
  • 67. What? Bad answer: Increase sales.Monday, May 16, 2011
  • 68. Why?Monday, May 16, 2011
  • 69. Why? Better answers:Monday, May 16, 2011
  • 70. Why? Better answers: • Increase sales of X by __% by [date], using the following techniques & strategies…Monday, May 16, 2011
  • 71. 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
  • 72. The Business Case for “Why?” Outcome Benefit Create better, more Stronger portfolio, effective sites testimonials & referrals Exceed your clients’ Customer loyalty expectations & retention Happy clients Save yourself redoing work for freeMonday, May 16, 2011
  • 73. The Business Case for “Why?” Outcome Benefit Create better, more Stronger portfolio, effective sites testimonials & referrals Exceed your clients’ Customer loyalty expectations & retention Happy clients Save yourself redoing work for freeMonday, May 16, 2011
  • 74. The Business Case for “Why?” Outcome Benefit Create better, more Stronger portfolio, effective sites testimonials & referrals Exceed your clients’ Customer loyalty expectations & retention Happy clients Save yourself redoing work for freeMonday, May 16, 2011
  • 75. The Business Case for “Why?” Outcome Benefit Create better, more Stronger portfolio, effective sites testimonials & referrals Exceed your clients’ Customer loyalty expectations & retention Happy clients Save yourself redoing work for freeMonday, May 16, 2011
  • 76. DocumentationMonday, May 16, 2011
  • 77. Documentation Business & functional req’sMonday, May 16, 2011
  • 78. Documentation Business & functional req’s • WHO: Audience segments: who are they, and what are they here to do?Monday, May 16, 2011
  • 79. Documentation Business & functional req’s • WHO: Audience segments: who are they, and what are they here to do? • WHY: Measures of successMonday, May 16, 2011
  • 80. Documentation Business & functional req’s • WHO: Audience segments: who are they, and what are they here to do? • WHY: Measures of success • HOW: Technical specsMonday, May 16, 2011
  • 81. Story: Macrowikinomics strikes back.Monday, May 16, 2011
  • 82. Get curious. (Your clients will thank you.)Monday, May 16, 2011
  • 83. Anything you want to ask me?Monday, May 16, 2011
  • 84. Thank you. www.raisedeyebrow.com www.laurenandemira.com @laurenbaconMonday, May 16, 2011

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