1430 jeff gothelf - the ladders case study - sll-conf_2011_gothelf

How TheLadders.com Got Out of the Deliverables Business
A Case Study
#LeanUX | @jboogie
http://talkingtraffic.org/wp-content/images/stack_documents.jpg

Who is this guy?
I like to point
Jeff Gothelf
Currently:
Director of UX at TheLadders.com
Previously:
Publicis Modem, Webtrends, AOL, Fidelity and an assortment of startups
Blog:
www.jeffgothelf.com/blog
Twitter:
@jboogie
Email:
jgothelf@theladders.com

Job site for professionals earning $100k or more and the recruiters/employers looking to hire them.
#LeanUX | @jboogie

Everything was butterflies and rainbows in our waterfall world
I couldn’t find a pic of a waterfall, a rainbow AND butterflies….sorry.
3-9 month release cycles
Thick functional specs
In-depth wireframe decks
Long visual design cycles
Late-stage user validation and testing
Explicit hand-offs
#LeanUX | @jboogie
http://www.niagarafallscanadapics.net/Niagara-falls-Canada-rainbow-pdam2.jpg

We were in the deliverables business
It was the way we’d “always” worked
#LeanUX | @jboogie
http://www.niagarafallscanadapics.net/Niagara-falls-Canada-rainbow-pdam2.jpg

…and then we became an Agile shop
Moving away from big design up front and deliverables
We needed to get out of the deliverables business!
#LeanUX | @jboogie

Tactic 1: Style guides
#LeanUX | @jboogie

Style guides get the mundane out of the way
Allow team to focus on core design problems
#LeanUX | @jboogie

Create a re-usable asset library
Not just for designers, but for developers too!
#LeanUX | @jboogie

Tactic 2: Collaborative Problem Solving
#LeanUX | @jboogie

Design studios
Focus the team on solving a problem, not implementing a solution
#LeanUX | @jboogie

Outcome, not output
Create just enough design to get started
#LeanUX | @jboogie

Tactic 3: Pair developers and designers
#LeanUX | @jboogie

Pairing saves time
It also levels the playing field
#LeanUX | @jboogie
http://hoveringartdirectors.tumblr.com/page/2

Big Learning #1: Human to human > Paper to human
#LeanUX | @jboogie

Conversation and collaboration are faster
Get to validated learningsearlier
#LeanUX | @jboogie
http://www.enterpriseirregulars.com/wordpress/wp-content/uploads/2010/04/conversation.jpg

Big Learning #2: Personality and attitude are key to success
#LeanUX | @jboogie

Stay open to new ways of working together
Transparency builds trust
#LeanUX | @jboogie

Thanks!
Please reach out with questions.
@jboogie
jeff@jeffgothelf.com
www.jeffgothelf.com/blog
#LeanUX | @jboogie

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1430 jeff gothelf - the ladders case study - sll-conf_2011_gothelf

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