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

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  • 1. How TheLadders.com Got Out of the Deliverables Business
    A Case Study
    #LeanUX | @jboogie
    http://talkingtraffic.org/wp-content/images/stack_documents.jpg
  • 2. 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
  • 3. Job site for professionals earning $100k or more and the recruiters/employers looking to hire them.
    #LeanUX | @jboogie
  • 4. 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
    • 5. Thick functional specs
    • 6. In-depth wireframe decks
    • 7. Long visual design cycles
    • 8. Late-stage user validation and testing
    • 9. Explicit hand-offs
    #LeanUX | @jboogie
    http://www.niagarafallscanadapics.net/Niagara-falls-Canada-rainbow-pdam2.jpg
  • 10. 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
  • 11. …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
  • 12. Tactic 1: Style guides
    #LeanUX | @jboogie
  • 13. Style guides get the mundane out of the way
    Allow team to focus on core design problems
    #LeanUX | @jboogie
  • 14. Create a re-usable asset library
    Not just for designers, but for developers too!
    #LeanUX | @jboogie
  • 15. Tactic 2: Collaborative Problem Solving
    #LeanUX | @jboogie
  • 16. Design studios
    Focus the team on solving a problem, not implementing a solution
    #LeanUX | @jboogie
  • 17. Outcome, not output
    Create just enough design to get started
    #LeanUX | @jboogie
  • 18. Tactic 3: Pair developers and designers
    #LeanUX | @jboogie
  • 19. Pairing saves time
    It also levels the playing field
    #LeanUX | @jboogie
    http://hoveringartdirectors.tumblr.com/page/2
  • 20. Big Learning #1: Human to human > Paper to human
    #LeanUX | @jboogie
  • 21. Conversation and collaboration are faster
    Get to validated learningsearlier
    #LeanUX | @jboogie
    http://www.enterpriseirregulars.com/wordpress/wp-content/uploads/2010/04/conversation.jpg
  • 22. Big Learning #2: Personality and attitude are key to success
    #LeanUX | @jboogie
  • 23. Stay open to new ways of working together
    Transparency builds trust
    #LeanUX | @jboogie
  • 24. Thanks!
    Please reach out with questions.
    @jboogie
    jeff@jeffgothelf.com
    www.jeffgothelf.com/blog
    #LeanUX | @jboogie