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

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 Coder
Monday, May 16, 2011

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

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

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

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

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

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

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

13. Drilling Down:
What fuels web design?
Code • Graphics • Widgets • Software
Monday, May 16, 2011

14. Drilling Down:
What fuels web design?
Code • Graphics • Widgets • Software
Strategy • Process • Consultation
Monday, May 16, 2011

15. Drilling Down:
What fuels web design?
Code • Graphics • Widgets • Software
Strategy • Process • Consultation
Function • Meaning • Delight • Evolution
Monday, 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.com
Monday, May 16, 2011

20. Good questions
& bad questions
Monday, May 16, 2011

21. 5 W’s + 1 H
Monday, 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 H
Monday, 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 H
Monday, 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 H
Monday, 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 H
Monday, 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 H
Monday, May 16, 2011

41. 5 W’s + 1 H
• Why are we building it?
Monday, May 16, 2011

42. 5 W’s + 1 H
Monday, 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.ca
Monday, May 16, 2011

46. Good answers
& bad answers
Monday, 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:
Everyone
Monday, May 16, 2011

58. Who?
Bad answers:
Everyone
or
Monday, May 16, 2011

59. Who?
Bad answers:
Everyone
or
Death by demographics
Monday, May 16, 2011

60. Who?
Monday, May 16, 2011

61. Who?
Better answers:
Monday, May 16, 2011

62. Who?
Better answers:
• Descriptors
Monday, May 16, 2011

63. Who?
Better answers:
• Descriptors
• Profiles
Monday, 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 free
Monday, 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 free
Monday, 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 free
Monday, 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 free
Monday, May 16, 2011

76. Documentation
Monday, May 16, 2011

77. Documentation
Business & functional req’s
Monday, 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 success
Monday, 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 specs
Monday, 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
@laurenbacon
Monday, May 16, 2011