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:Monday, May 16, 2011

Hi, I’m Lauren. Some titles I’ve held: • Front-End CoderMonday, May 16, 2011

Hi, I’m Lauren. Some titles I’ve held: • Front-End Coder • Web DesignerMonday, May 16, 2011

Hi, I’m Lauren. Some titles I’ve held: • Front-End Coder • Web Designer • Project ManagerMonday, May 16, 2011

Hi, I’m Lauren. Some titles I’ve held: • Front-End Coder • Web Designer • Project Manager • Information ArchitectMonday, May 16, 2011

Hi, I’m Lauren. Some titles I’ve held: • Front-End Coder • Web Designer • Project Manager • Information Architect • StrategistMonday, May 16, 2011

Hi, I’m Lauren. Some titles I’ve held: • Front-End Coder • Entrepreneur • Web Designer • Project Manager • Information Architect • StrategistMonday, May 16, 2011

Hi, I’m Lauren. Some titles I’ve held: • Front-End Coder • Entrepreneur • Web Designer • Author • Project Manager • Information Architect • StrategistMonday, May 16, 2011

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

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

Drilling Down: What fuels web design?Monday, May 16, 2011

Drilling Down: What fuels web design? Code • Graphics • Widgets • SoftwareMonday, May 16, 2011

Drilling Down: What fuels web design? Code • Graphics • Widgets • Software Strategy • Process • ConsultationMonday, May 16, 2011

Drilling Down: What fuels web design? Code • Graphics • Widgets • Software Strategy • Process • Consultation Function • Meaning • Delight • EvolutionMonday, May 16, 2011

Does being an expert mean having the answers?Monday, May 16, 2011

Best testimonial ever? “They did everything we asked.”Monday, May 16, 2011

Best testimonial ever: “Our sales* increased by 150%.” *or mailing list / donor base / reach… fill in your business goal here.Monday, May 16, 2011

“Concentrate on being consultative rather than getting trapped in a transactional mentality.” –David Baker www.recourses.comMonday, May 16, 2011

Good questions & bad questionsMonday, May 16, 2011

5 W’s + 1 HMonday, May 16, 2011

5 W’s + 1 H Questions clients ask:Monday, May 16, 2011

5 W’s + 1 H Questions clients ask: • Where will people find it?Monday, May 16, 2011

5 W’s + 1 H Questions clients ask: • Where will people find it? • Where will they hear about it?Monday, May 16, 2011

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

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

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

5 W’s + 1 HMonday, May 16, 2011

5 W’s + 1 H Ask better questions:Monday, May 16, 2011

5 W’s + 1 H Ask better questions: • Who is it for?Monday, May 16, 2011

5 W’s + 1 H Ask better questions: • Who is it for? • Who are your competitors?Monday, May 16, 2011

5 W’s + 1 HMonday, 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 HMonday, 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 HMonday, 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 HMonday, May 16, 2011

5 W’s + 1 H • Why are we building it?Monday, May 16, 2011

5 W’s + 1 HMonday, 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.caMonday, May 16, 2011

Good answers & bad answersMonday, 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? 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: EveryoneMonday, May 16, 2011

Who? Bad answers: Everyone orMonday, May 16, 2011

Who? Bad answers: Everyone or Death by demographicsMonday, May 16, 2011

Who?Monday, May 16, 2011

Who? Better answers:Monday, May 16, 2011

Who? Better answers: • DescriptorsMonday, May 16, 2011

Who? Better answers: • Descriptors • ProfilesMonday, 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? 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 Stronger portfolio, effective sites testimonials & referrals Exceed your clients’ Customer loyalty expectations & retention Happy clients Save yourself redoing work for freeMonday, May 16, 2011

DocumentationMonday, May 16, 2011

Documentation Business & functional req’sMonday, May 16, 2011

Documentation Business & functional req’s • WHO: Audience segments: who are they, and what are they here to do?Monday, May 16, 2011

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

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

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 @laurenbaconMonday, May 16, 2011

Being Curious for a Living (revised)

by Lauren Bacon on May 16, 2011

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Being Curious for a Living (revised) — Presentation Transcript

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