Curious for a Living - PNW Drupal Summit

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Drupal is awesome, modules are cool, and writing beautiful code is an art and a science. But if you’re spending all your time implementing client requests rather than asking questions, then you’re replaceable — and replaceable doesn’t make for much of a business model.

In this talk, I share the key questions you can ask your clients to turn them into loyal, repeat customers — and to make yourself an indispensable, trusted advisor.

You’ll learn how to have more fun at work, create better sites, and improve your bottom line, just by letting yourself get curious.

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Curious for a Living - PNW Drupal Summit

  1. 1. Being Curious for a LivingHow asking questions creates loyal clients (and better websites)Lauren Bacon, Raised Eyebrow Web Studio @laurenbacon
  2. 2. Hi, I’m Lauren. And I am not a(very good) coder.
  3. 3. Better questions build• Stronger relationships• Better products• Profitable projects
  4. 4. Drilling Down:What fuels web design?
  5. 5. What fuels web design?
  6. 6. What fuels web design? Code • Graphics • Modules • Drupal
  7. 7. What fuels web design? Code • Graphics • Modules • Drupal Strategy • Process • Consultation
  8. 8. What fuels web design? Code • Graphics • Modules • Drupal Strategy • Process • ConsultationFunction • Meaning • Delight • Evolution
  9. 9. How clients see you:
  10. 10. How clients see you: Builder
  11. 11. How clients see you: Builder Architect
  12. 12. How clients see you: Builder ArchitectIndispensable advisor & co-creator
  13. 13. Photo: midorisyu on Flickr Best testimonial ever? “They did everything we asked.”
  14. 14. Best testimonial ever:“Our sales* increased by 150%.” *or mailing list / donor base / reach… fill in your business goal here.
  15. 15. Photo: Kara Allyson on Flickr Good questions & bad questions
  16. 16. Questions clients ask
  17. 17. Questions clients ask• Where will people find it?
  18. 18. Questions clients ask• Where will people find it?• Where will they hear about it?
  19. 19. Questions clients ask• Where will people find it?• Where will they hear about it?• Who will help us get the word out?
  20. 20. 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?
  21. 21. 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?
  22. 22. Ask betterquestions.
  23. 23. Who?
  24. 24. Who?• Who is it for?
  25. 25. Who?• Who is it for?• Who are your competitors?
  26. 26. What?
  27. 27. What?• What is its purpose?
  28. 28. What?• What is its purpose?• What are the 3 most critical things you want your visitors to do?
  29. 29. What?• 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?
  30. 30. Where?
  31. 31. Where?• Where does it fit into your overall organizational / brand / communications strategy?
  32. 32. When?
  33. 33. When?• When it launches, how will you maintain and develop it further?
  34. 34. How?
  35. 35. How?• How will you measure success?
  36. 36. How?• How will you measure success?• How do you want your audience to feel when they interact with you?
  37. 37. Why?
  38. 38. Why?• Why are we building it?
  39. 39. Story: datadotgc.ca
  40. 40. Photo: Piulet on Flickr Good answers & bad answers
  41. 41. Why?
  42. 42. Why?Bad answer:
  43. 43. Why?Bad answer:Because everyone elsehas one.
  44. 44. Why?
  45. 45. Why?Better answers:
  46. 46. Why?Better answers:• Because it serves our business goals.
  47. 47. Why?Better answers:• Because it serves our business goals.• Because it’s our #1 user-requested feature.
  48. 48. 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).
  49. 49. Who?
  50. 50. Who?Bad answers:
  51. 51. Who?Bad answers:Everyone
  52. 52. Who?Bad answers:Everyoneor
  53. 53. Who?Bad answers:EveryoneorDeath by demographics
  54. 54. Who?
  55. 55. Who?Better answers:
  56. 56. Who?Better answers:• Descriptors
  57. 57. Who?Better answers:• Descriptors• Profiles
  58. 58. Who?Better answers:• Descriptors• Profiles• User stories (What do they want to do, and why?)
  59. 59. What?
  60. 60. What?Bad answer:
  61. 61. What?Bad answer:Increase sales.
  62. 62. What?
  63. 63. What?Better answers:
  64. 64. What?Better answers:• Increase sales of X by __% by [date], using the following techniques & strategies…
  65. 65. What?Better answers:• Increase sales of X by __% by [date], using the following techniques & strategies…• Improve cart usability & thereby decrease abandonment by 10%.
  66. 66. …So, speaking of “Why?”
  67. 67. The Business Case for Better QuestionsOutcome BenefitCreate better, more Stronger portfolio,effective sites testimonials & referralsExceed your clients’ Customer loyaltyexpectations & retentionHappy clients Save yourself redoing work for free
  68. 68. The Business Case for Better QuestionsOutcome BenefitCreate better, more Stronger portfolio,effective sites testimonials & referralsExceed your clients’ Customer loyaltyexpectations & retentionHappy clients Save yourself redoing work for free
  69. 69. The Business Case for Better QuestionsOutcome BenefitCreate better, more Stronger portfolio,effective sites testimonials & referralsExceed your clients’ Customer loyaltyexpectations & retentionHappy clients Save yourself redoing work for free
  70. 70. The Business Case for Better QuestionsOutcome BenefitCreate better, more Stronger portfolio,effective sites testimonials & referralsExceed your clients’ Customer loyaltyexpectations & retentionHappy clients Save yourself redoing work for free
  71. 71. Turning Good Questions Into Good Processes Flowchart Flowchart: Kev Gilmour on Flickr
  72. 72. Documentation
  73. 73. DocumentationBusiness & functional req’s
  74. 74. DocumentationBusiness & functional req’s• WHO: Audience segments: who are they, and what are they here to do?
  75. 75. DocumentationBusiness & functional req’s• WHO: Audience segments: who are they, and what are they here to do?• WHAT & WHERE: Business requirements
  76. 76. DocumentationBusiness & functional req’s• WHO: Audience segments: who are they, and what are they here to do?• WHAT & WHERE: Business requirements• WHY: Measures of success
  77. 77. DocumentationBusiness & functional req’s• WHO: Audience segments: who are they, and what are they here to do?• WHAT & WHERE: Business requirements• WHY: Measures of success• HOW: Technical specs
  78. 78. DocumentationBusiness & functional req’s• WHO: Audience segments: who are they, and what are they here to do?• WHAT & WHERE: Business requirements• WHY: Measures of success• HOW: Technical specs• WHEN: Phase 2 wishlist
  79. 79. Photo: Don Tapscott by Kris Krug (kk+ on Flickr) Story: Macrowikinomics strikes back.
  80. 80. Get curious.(Your clients will thank you.)
  81. 81. Anything you want to ask me?
  82. 82. Thank you.www.raisedeyebrow.comwww.thebossofyou.com @laurenbacon

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