Redesign           Must DieLou Rosenfeld •  Rosenfeld Media •  rosenfeldmedia.com             UX London •  April 13, 2011
Hello, my name is Lou
Hello, my name is LouMore importantly, #uxlondon
What is redesignand why should it die?
Why I’m so down on redesign
Why I’m so down on redesign
A redesign story aboutmy alma mater
A story in the Ann ArborNews
UM was going to redesign itsGateway
UM was going to redesign itsGateway
UM was going to redesign itsGateway
UM was going to redesign itsGateway
Leadership and $ were onboard
Leadership and $ were onboard$250,000
student labor
student labor+ some software   .
student labor+ some software       .   successful redesign
They even had a ribbon-cutting
This became...
...this
...this
...this
...this
Then they did itall over again
Then they did itall over againand again
Then they did itall over againand againand again
Then they did itall over againand againand againand again
Where we are today
Where we are today
Where we are today
Where we are today
Redesign ishollow,meaningless,and vain.Endlesslyrepeated,it is a trueexample ofinsanity.
Ill-defined problemscause insanity and vanity
Ill-defined problemscause insanity and vanity We attempt the impossible: “boil the ocean” in no time at great cost
Ill-defined problemscause insanity and vanity We attempt the impossible: “boil the ocean” in no time at great cost We belie...
Ill-defined problemscause insanity and vanity We attempt the impossible: “boil the ocean” in no time at great cost We belie...
See the problem differently
See the problem differently
Reframe the problem
Reframe the problem     redesign
Reframe the problem
Your site is acomplex adaptive systemJohn Holland:“A Complex Adaptive Systemis a dynamic network ofmany agents acting in p...
Examples of CAS
Examples of CAS
Examples of CAS
Your site is a moving targetbuilt upon moving targets
Your site is out of your control more John Holland: “The control of a complex adaptive system tends to be highly dispersed...
The constant pendulum swing
Regime A:“We’ve gotconstant    The to           pendulum swingget control of  this mess”
Regime A:“We’ve gotconstant    The to           pendulum swingget control of  this mess”                  Regime B:       ...
Regime A:“We’ve gotconstant    The to           pendulum swingget control of  this mess”                  Regime B:       ...
Friends are hard to find   and harder to keep“Three weeks after the redesign, unique daily visits tothe flagship Gawker blog...
Friends are hard to find   and harder to keep                                     Andy Budd:                               ...
“The perfect is theenemy of the good.”Voltaire mighthave added:“Constant changemeans never havingto say you’re sorry.”
So you can’t redesign
But you must refine1. Prioritize: Identify the important problems   regularly2. Tune: Address those problems regularly3. Be...
#1: Prioritize becausea little goes a long way
The Zipf DistributionThe Zipf Distribution
The Zipf DistributionThe Zipf Distribution      SHORT      HEAD:       love it
The Zipf DistributionThe Zipf Distribution      SHORT      HEAD:         LONG       love it      TAIL:                   l...
Zipf displayed textually
Unverified rumor:90% of Microsoft.com’s content   has never been accessed
Zipf is everywhere• A few search queries go a long way• A few documents go a long way• A little bit of navigation goes a l...
Important audiences, essential wants and needs
#2: Be an incrementalist:tune because things change
Things change: you must fix theairplane while flying it
Things change: you must fix theairplane while flying it
Impact of change on design(queries)
IRS before 4/15
Before                  April 15IRS before 4/15
IRS after 4/15
After                 April 15IRS after 4/15
From projects to processes:a regular regimen of design  Example: the rolling content inventory
User Research Landscapefrom Christian Rohrer: http://is.gd/95HSQ2
User Research Landscape                                             Which of us can you do                                ...
#3: Be an opportunist:find the low-hanging fruit
#3: Be an opportunist:find the low-hanging fruit➡ High priorities with low costs
#3: Be an opportunist:find the low-hanging fruit➡ High priorities with low costs➡ Semantic webs to support contextual navig...
#3: Be an opportunist:find the low-hanging fruit➡ High priorities with low costs➡ Semantic webs to support contextual navig...
Care for some low-hanging fruit?
Care for some low-hanging fruit?
Care for some low-hanging fruit?
Care for some low-hanging fruit?
More fruit:    contextual navigationMore fruit: improvingcontextual navigation a la BBChttp://slidesha.re/fzChQB
More fruit:                            small searchMore fruit:teaching the search engineto be smart at Hewlett-Packard
More fruit:                            small searchMore fruit:teaching the search engineto be smart at Hewlett-Packard
More fruit:                            small searchMore fruit:teaching the search engineto be smart at Hewlett-Packard
Life by a thousand cuts  50% of users are search dominantx 5% of all queries are typos, fixed by spell checking. 2.5% impr...
Refining, not redesigning:What it means for us
Design      Design gets easier     because we address   small, discrete challenges
Rinse and repeat    Our work  gets trickier  as we movefrom projects to processes
Our ethicswill becompletelychallenged
Why I’m not worried
We’re gap-fillers
We’re foxesArchilochus (by way of Isaiah Berlin and Nate Silver): "the foxknows many little things, but the hedgehog knows...
We’re humanists
Say helloLou RosenfeldRosenfeld Media www.louisrosenfeld.com | @louisrosenfeldwww.rosenfeldmedia.com | @rosenfeldmediawww....
Redesign Must Die
Redesign Must Die
Redesign Must Die
Redesign Must Die
Redesign Must Die
Redesign Must Die
Redesign Must Die
Redesign Must Die
Redesign Must Die
Redesign Must Die
Redesign Must Die
Redesign Must Die
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Redesign Must Die

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Talk given by Lou Rosenfeld at UX London, April 13, 2011. Slides highly subject to change.

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  • Well! Redesigning/Realigning is good... when expectations are just few hours job away! I prefer to go for redesign and realign. When I have to save time, resources... and also making sure... that quality won't suffer. (there my reaction..after watching the slideshow title..) will be checking it.. now
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  • Great presentation! If anyone's interested in getting to some more detail on web management strategy based on this approach (the 'long neck' / manage users' tasks not the website), then
    see a short article: Your website management strategy in 1 chart:
    http://www.neoinsight.com/newsletter/0911.html#web_strategy_in_1_slide

    See also Gerry McGovern on 'The Long Neck': http://www.customercarewords.com/the-long-neck.html
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  • \n
  • Introduce my biases\n
  • Need to make strong point of context of large orgs\n
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  • http://ecx.images-amazon.com/images/I/51EVBKGRJWL.jpg\n
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  • Images from http://epcostello.net/library/ibmcom/\n
  • Images from http://epcostello.net/library/ibmcom/\n
  • Images from http://epcostello.net/library/ibmcom/\n
  • Images from http://epcostello.net/library/ibmcom/\n
  • Images from http://epcostello.net/library/ibmcom/\n
  • Images from http://epcostello.net/library/ibmcom/\n
  • Images from http://epcostello.net/library/ibmcom/\n
  • Images from http://epcostello.net/library/ibmcom/\n
  • Images from http://epcostello.net/library/ibmcom/\n
  • Images from http://epcostello.net/library/ibmcom/\n
  • Images from http://epcostello.net/library/ibmcom/\n
  • I have seen the void\n
  • End of rant\nSo what do we do?\n
  • End of rant\nSo what do we do?\n
  • End of rant\nSo what do we do?\n
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  • http://kenoconnordata.files.wordpress.com/2010/01/regulatory-requirements-pendulum.jpg\n
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  • http://kenoconnordata.files.wordpress.com/2010/01/regulatory-requirements-pendulum.jpg\n
  • See the Independent (extensively quotes Andy Budd): http://www.independent.co.uk/life-style/gadgets-and-tech/features/website-redesign-a-design-for-strife-2248852.html\n
  • http://en.wikipedia.org/wiki/File:Voltaire.jpg\n
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  • Microsoft and the 90%\n
  • Microsoft and the 90%\n
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  • http://www.oddee.com/_media/imgs/articles2/a97287_g183_5-fix-flying.jpg\n
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  • IRS = US equivalent to HM Revenue & Customs\n
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  • http://bestsoylatte.blogspot.com/2011/02/dark-side_17.html\n
  • http://allsaintsofamerica.org/blog/?m=200811\n
  • http://www.nothingfromnothing.net/wp-content/uploads/2009/08/ethics-IR.jpg\n Agencies: stop sucking at the teat of your clients like parasites\n Clients: fire your agencies\n Teams: stop getting comfortable and taking the easy route\n
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  • http://www.blue-inc-solutions.co.uk/software/images/jigsaw.jpg\n
  • http://www.theideaartist.com/wp-content/uploads/2010/06/fox.jpg\n
  • http://usabilitymalaysia.wordpress.com/\n
  • http://4.bp.blogspot.com/_cAFRZohUKig/TJd3XS2t-pI/AAAAAAAAAMQ/kWwHpDic1K4/s1600/600px-ConferenceBike.jpg\n
  • Transcript of "Redesign Must Die"

    1. 1. Redesign Must DieLou Rosenfeld •  Rosenfeld Media •  rosenfeldmedia.com UX London •  April 13, 2011
    2. 2. Hello, my name is Lou
    3. 3. Hello, my name is LouMore importantly, #uxlondon
    4. 4. What is redesignand why should it die?
    5. 5. Why I’m so down on redesign
    6. 6. Why I’m so down on redesign
    7. 7. A redesign story aboutmy alma mater
    8. 8. A story in the Ann ArborNews
    9. 9. UM was going to redesign itsGateway
    10. 10. UM was going to redesign itsGateway
    11. 11. UM was going to redesign itsGateway
    12. 12. UM was going to redesign itsGateway
    13. 13. Leadership and $ were onboard
    14. 14. Leadership and $ were onboard$250,000
    15. 15. student labor
    16. 16. student labor+ some software .
    17. 17. student labor+ some software . successful redesign
    18. 18. They even had a ribbon-cutting
    19. 19. This became...
    20. 20. ...this
    21. 21. ...this
    22. 22. ...this
    23. 23. ...this
    24. 24. Then they did itall over again
    25. 25. Then they did itall over againand again
    26. 26. Then they did itall over againand againand again
    27. 27. Then they did itall over againand againand againand again
    28. 28. Where we are today
    29. 29. Where we are today
    30. 30. Where we are today
    31. 31. Where we are today
    32. 32. Redesign ishollow,meaningless,and vain.Endlesslyrepeated,it is a trueexample ofinsanity.
    33. 33. Ill-defined problemscause insanity and vanity
    34. 34. Ill-defined problemscause insanity and vanity We attempt the impossible: “boil the ocean” in no time at great cost
    35. 35. Ill-defined problemscause insanity and vanity We attempt the impossible: “boil the ocean” in no time at great cost We believe the unbelievable: unwarranted claims from agencies and software vendors
    36. 36. Ill-defined problemscause insanity and vanity We attempt the impossible: “boil the ocean” in no time at great cost We believe the unbelievable: unwarranted claims from agencies and software vendors We become irresponsible: we serve ourselves and declare victory at the expense of our teams and users
    37. 37. See the problem differently
    38. 38. See the problem differently
    39. 39. Reframe the problem
    40. 40. Reframe the problem redesign
    41. 41. Reframe the problem
    42. 42. Your site is acomplex adaptive systemJohn Holland:“A Complex Adaptive Systemis a dynamic network ofmany agents acting in parallel,constantly acting and reactingto what the other agents aredoing.”
    43. 43. Examples of CAS
    44. 44. Examples of CAS
    45. 45. Examples of CAS
    46. 46. Your site is a moving targetbuilt upon moving targets
    47. 47. Your site is out of your control more John Holland: “The control of a complex adaptive system tends to be highly dispersed and decentralized... “The overall behavior of the system is the result of a huge number of decisions made every moment by many individual agents.”
    48. 48. The constant pendulum swing
    49. 49. Regime A:“We’ve gotconstant The to pendulum swingget control of this mess”
    50. 50. Regime A:“We’ve gotconstant The to pendulum swingget control of this mess” Regime B: “Let’s let a thousand flowers bloom”
    51. 51. Regime A:“We’ve gotconstant The to pendulum swingget control of this mess” Regime B: “Let’s let a thousand flowers bloom” Regime C:“We’ve got toget control of this mess”
    52. 52. Friends are hard to find and harder to keep“Three weeks after the redesign, unique daily visits tothe flagship Gawker blog slumped by 50 per cent...”
    53. 53. Friends are hard to find and harder to keep Andy Budd: "People expect the pain of losing something to be greater than the value gained from its replacement" http://ind.pn/gSKcnH“Three weeks after the redesign, unique daily visits tothe flagship Gawker blog slumped by 50 per cent...”
    54. 54. “The perfect is theenemy of the good.”Voltaire mighthave added:“Constant changemeans never havingto say you’re sorry.”
    55. 55. So you can’t redesign
    56. 56. But you must refine1. Prioritize: Identify the important problems regularly2. Tune: Address those problems regularly3. Be opportunistic: Look for low-hanging fruit
    57. 57. #1: Prioritize becausea little goes a long way
    58. 58. The Zipf DistributionThe Zipf Distribution
    59. 59. The Zipf DistributionThe Zipf Distribution SHORT HEAD: love it
    60. 60. The Zipf DistributionThe Zipf Distribution SHORT HEAD: LONG love it TAIL: leave it
    61. 61. Zipf displayed textually
    62. 62. Unverified rumor:90% of Microsoft.com’s content has never been accessed
    63. 63. Zipf is everywhere• A few search queries go a long way• A few documents go a long way• A little bit of navigation goes a long way• A few of your audiences matter the most• ...
    64. 64. Important audiences, essential wants and needs
    65. 65. #2: Be an incrementalist:tune because things change
    66. 66. Things change: you must fix theairplane while flying it
    67. 67. Things change: you must fix theairplane while flying it
    68. 68. Impact of change on design(queries)
    69. 69. IRS before 4/15
    70. 70. Before April 15IRS before 4/15
    71. 71. IRS after 4/15
    72. 72. After April 15IRS after 4/15
    73. 73. From projects to processes:a regular regimen of design Example: the rolling content inventory
    74. 74. User Research Landscapefrom Christian Rohrer: http://is.gd/95HSQ2
    75. 75. User Research Landscape Which of us can you do monthly? weekly? daily?from Christian Rohrer: http://is.gd/95HSQ2
    76. 76. #3: Be an opportunist:find the low-hanging fruit
    77. 77. #3: Be an opportunist:find the low-hanging fruit➡ High priorities with low costs
    78. 78. #3: Be an opportunist:find the low-hanging fruit➡ High priorities with low costs➡ Semantic webs to support contextual navigation
    79. 79. #3: Be an opportunist:find the low-hanging fruit➡ High priorities with low costs➡ Semantic webs to support contextual navigation➡ Small improvements to search
    80. 80. Care for some low-hanging fruit?
    81. 81. Care for some low-hanging fruit?
    82. 82. Care for some low-hanging fruit?
    83. 83. Care for some low-hanging fruit?
    84. 84. More fruit: contextual navigationMore fruit: improvingcontextual navigation a la BBChttp://slidesha.re/fzChQB
    85. 85. More fruit: small searchMore fruit:teaching the search engineto be smart at Hewlett-Packard
    86. 86. More fruit: small searchMore fruit:teaching the search engineto be smart at Hewlett-Packard
    87. 87. More fruit: small searchMore fruit:teaching the search engineto be smart at Hewlett-Packard
    88. 88. Life by a thousand cuts 50% of users are search dominantx 5% of all queries are typos, fixed by spell checking. 2.5% improvement to the UX 50% of all users are search dominantx 30% (add best bet results to top 100 queries) 15% improvement to the UXDitto for improving content, search results design,navigation design…
    89. 89. Refining, not redesigning:What it means for us
    90. 90. Design Design gets easier because we address small, discrete challenges
    91. 91. Rinse and repeat Our work gets trickier as we movefrom projects to processes
    92. 92. Our ethicswill becompletelychallenged
    93. 93. Why I’m not worried
    94. 94. We’re gap-fillers
    95. 95. We’re foxesArchilochus (by way of Isaiah Berlin and Nate Silver): "the foxknows many little things, but the hedgehog knows one big thing".
    96. 96. We’re humanists
    97. 97. Say helloLou RosenfeldRosenfeld Media www.louisrosenfeld.com | @louisrosenfeldwww.rosenfeldmedia.com | @rosenfeldmediawww.slideshare.net/lrosenfeld/
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