Learn to Call Your Own Baby Ugly


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Colleen Jones shares the pain and the pleasure of developing ContentWRX...and several user experience lessons along the way.

Published in: Business

Learn to Call Your Own Baby Ugly

  1. 1. Learn To Call Your Own Baby Ugly Colleen Jones Noah Berger / Associated Press archive
  2. 2. Do you work on UX for… •  Someone else’s product? •  Your own product?
  3. 3. Motivation Of The Side Gig Entrepreneur …it often morphs into something deeper, as people realize that their side businesses allow for a creative expression and satisfaction that can be hard to find in their full-time jobs. Kimberly Palmer The Economy of You: Discover Your Inner Entrepreneur and Recession-Proof Your Life 3  
  4. 4. The ContentWRX Vision
  5. 5. Problems with Evaluating Content It’s a time-consuming chore to pull data from many tools. FRAGMENTATION Our analytics team has different priorities. SILOS People are obsessed with behavioral metrics. PARADIGM We have some myopic insights, not a company-wide view.
  6. 6. It’s rewarding to see our progress + to tell that story to our stakeholders. It’s a relief to set realistic expectations of content impact with executives. THE CONTENTWRX I see opportunities for some “quick wins” + bigger changes. VISION If we influence what users think, we also influence what they do.
  7. 7. From Vision to Concept METRICS INTEGRATION YOUR USERS / CUSTOMERS Web Metrics Curated Research + Examples Biz Metrics EVIDENCE-BASED SURVEY USER PERCEPTION + BEHAVIOR Scoring Algorithm Comparison Over Time Industry Comparisons Best-in-Content-Class Comparisons CLOUD HOSTING YOUR WEB / MOBILE SITE DIRECTOR MANAGER STRATEGIST CREATOR
  8. 8. So, we built a prototype. Then, we built a beta.
  9. 9. So, we built a prototype. Then, we built a beta. Then, we started to build 1.0.
  10. 10. HAPPY + READY TO GO!
  11. 11. Getting to 1.0: 2 Somewhat Bitter Pills to Swallow
  12. 12. 1 Clarify System Status
  13. 13. Before 13  
  14. 14. Before ? No Score Yet 14  
  15. 15. Users still can’t read our minds.
  16. 16. After: Microcopy = Big Impact •  Clear •  Friendly •  Useful •  Actionable 16  
  17. 17. 2 Give More Transparency
  18. 18. Don’t drown users in data + content, right?
  19. 19. Before: Cryptic 19  
  20. 20. After: Useful More useful data + content actually is more. 20  
  21. 21. Layer with Tabs Quick Access to Details 21  
  22. 22. “Everything takes more time than you thought, everything costs more money than you thought, and almost everything turns out not quite as cool as you expected.“ Merlin Mann 22  
  24. 24. Getting to 1.0: 1 Spoonful of Sugar
  25. 25. We Got Process Right Preparation Sprint Planning Meeting Daily Cycle •  Business case + funding •  Vision + concept •  Initial product backlog •  Initial release plan •  Stakeholder buy-in •  Assemble team Update Product Backlog Process Sprint Retrospective Roles Product Owner Team Members Product Increment 1.X Releases Sprint Review Stakeholders Users 25  
  26. 26. 1.0+ = Cooler Than Expected 26  
  27. 27. Questions?
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