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.

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

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  • Full Name Full Name Comment goes here.
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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
  • http://kenoconnordata.files.wordpress.com/2010/01/regulatory-requirements-pendulum.jpg\n
  • 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

Redesign Must Die Redesign Must Die Presentation Transcript

  • 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 believe the unbelievable: unwarranted claims from agencies and software vendors
  • 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
  • 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 parallel,constantly acting and reactingto what the other agents aredoing.”
  • 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 and decentralized... “The overall behavior of the system is the result of a huge number of decisions made every moment by many individual agents.”
  • 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: “Let’s let a thousand flowers bloom”
  • 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”
  • 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...”
  • 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...”
  • “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 opportunistic: Look for low-hanging fruit
  • #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: leave it
  • 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 long way• A few of your audiences matter the most• ...
  • 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 monthly? weekly? daily?from Christian Rohrer: http://is.gd/95HSQ2
  • #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 navigation
  • #3: Be an opportunist:find the low-hanging fruit➡ High priorities with low costs➡ Semantic webs to support contextual navigation➡ Small improvements to search
  • 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% 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…
  • 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 one big thing".
  • We’re humanists
  • Say helloLou RosenfeldRosenfeld Media www.louisrosenfeld.com | @louisrosenfeldwww.rosenfeldmedia.com | @rosenfeldmediawww.slideshare.net/lrosenfeld/