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
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
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
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
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
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
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