Successfully reported this slideshow.
2 Startups
1 Google Doc
Finding your narrative before designing/building

@steph_hay
December 2013
master the addictive qualities of
television and do something good
with them
THIS IS
PRETTY MUCH
HORSE SHIT
.. content based on actual behavioral
research, and a way to measure success
http://bukk.it/srsly.gif

PARADIGM SHIFT
The Leaner
the better

{

1. learn
2. write
3. structure
4. build
Narrative
The words that make your customers understand
Narrative
The words that make your customers understand
must be measurable
It’s not in our budget, but we love the
online version.
I’ve passed this along to our marketing
director.

workdesign.co
In-person
and online
How long does it take you to get to the point?
How long until the person ‘gets it’ without you
showing a design?

1 senten...
They keep saying, ‘Oh, like a digital
comment card!’ But that’s just a little
piece of what we do.
The conversion rate is much higher – around 75% now, as
opposed to around 5-10% before.

tuee.it
The conversion rate is much higher – around 75% now, as
opposed to around 5-10% before.
The main difference between the ol...
The conversion rate is much higher – around 75% now, as
opposed to around 5-10% before.
The main difference between the ol...
RidePost is a trusted community where travelers meet
and share rides.
RidePost is a trusted community where travelers meet
and share rides.

RidePost is a rapidly growing community of
traveler...
RidePost is a trusted community where travelers meet
and share rides.

RidePost is a rapidly growing community of
traveler...
RidePost is a trusted community where travelers meet
and share rides.

RidePost is a rapidly growing community of
traveler...
What words do your customers use?
What problems do they ask if you can solve?

Google Keyword Planner
Touching base to say thank you for your input on optimizing our
keywords and text on our site to perform better in SEO.
Yo...
Narrative
The words that make your customers understand
internally: who *is* my actual customer?
What words do your customers use?
What is the best way to reach those
customers?

Find customers amid the vanity
learned this lesson 2 months after the headlines started
Narrative as UX
The words that make your customers understand,
structured within an interface
1. Marketing Narratives
(set expectations)
2. Functional Narratives
(meet expectations)
Too High-Level
1. Marketing Narratives
(set expectations)
2. Functional Narratives
(meet expectations)
What’s your narrative?
steph@stephaniehay.com
How Two Startups Used a Google Doc to Plan Their User Interface by Stephanie Hay
How Two Startups Used a Google Doc to Plan Their User Interface by Stephanie Hay
How Two Startups Used a Google Doc to Plan Their User Interface by Stephanie Hay
How Two Startups Used a Google Doc to Plan Their User Interface by Stephanie Hay
How Two Startups Used a Google Doc to Plan Their User Interface by Stephanie Hay
How Two Startups Used a Google Doc to Plan Their User Interface by Stephanie Hay
How Two Startups Used a Google Doc to Plan Their User Interface by Stephanie Hay
How Two Startups Used a Google Doc to Plan Their User Interface by Stephanie Hay
How Two Startups Used a Google Doc to Plan Their User Interface by Stephanie Hay
How Two Startups Used a Google Doc to Plan Their User Interface by Stephanie Hay
How Two Startups Used a Google Doc to Plan Their User Interface by Stephanie Hay
How Two Startups Used a Google Doc to Plan Their User Interface by Stephanie Hay
How Two Startups Used a Google Doc to Plan Their User Interface by Stephanie Hay
How Two Startups Used a Google Doc to Plan Their User Interface by Stephanie Hay
How Two Startups Used a Google Doc to Plan Their User Interface by Stephanie Hay
How Two Startups Used a Google Doc to Plan Their User Interface by Stephanie Hay
How Two Startups Used a Google Doc to Plan Their User Interface by Stephanie Hay
How Two Startups Used a Google Doc to Plan Their User Interface by Stephanie Hay
How Two Startups Used a Google Doc to Plan Their User Interface by Stephanie Hay
How Two Startups Used a Google Doc to Plan Their User Interface by Stephanie Hay
How Two Startups Used a Google Doc to Plan Their User Interface by Stephanie Hay
How Two Startups Used a Google Doc to Plan Their User Interface by Stephanie Hay
How Two Startups Used a Google Doc to Plan Their User Interface by Stephanie Hay
How Two Startups Used a Google Doc to Plan Their User Interface by Stephanie Hay
How Two Startups Used a Google Doc to Plan Their User Interface by Stephanie Hay
How Two Startups Used a Google Doc to Plan Their User Interface by Stephanie Hay
How Two Startups Used a Google Doc to Plan Their User Interface by Stephanie Hay
How Two Startups Used a Google Doc to Plan Their User Interface by Stephanie Hay
How Two Startups Used a Google Doc to Plan Their User Interface by Stephanie Hay
How Two Startups Used a Google Doc to Plan Their User Interface by Stephanie Hay
How Two Startups Used a Google Doc to Plan Their User Interface by Stephanie Hay
How Two Startups Used a Google Doc to Plan Their User Interface by Stephanie Hay
How Two Startups Used a Google Doc to Plan Their User Interface by Stephanie Hay
How Two Startups Used a Google Doc to Plan Their User Interface by Stephanie Hay
How Two Startups Used a Google Doc to Plan Their User Interface by Stephanie Hay
How Two Startups Used a Google Doc to Plan Their User Interface by Stephanie Hay
How Two Startups Used a Google Doc to Plan Their User Interface by Stephanie Hay
How Two Startups Used a Google Doc to Plan Their User Interface by Stephanie Hay
How Two Startups Used a Google Doc to Plan Their User Interface by Stephanie Hay
How Two Startups Used a Google Doc to Plan Their User Interface by Stephanie Hay
How Two Startups Used a Google Doc to Plan Their User Interface by Stephanie Hay
How Two Startups Used a Google Doc to Plan Their User Interface by Stephanie Hay
How Two Startups Used a Google Doc to Plan Their User Interface by Stephanie Hay
How Two Startups Used a Google Doc to Plan Their User Interface by Stephanie Hay
How Two Startups Used a Google Doc to Plan Their User Interface by Stephanie Hay
How Two Startups Used a Google Doc to Plan Their User Interface by Stephanie Hay
How Two Startups Used a Google Doc to Plan Their User Interface by Stephanie Hay
How Two Startups Used a Google Doc to Plan Their User Interface by Stephanie Hay
How Two Startups Used a Google Doc to Plan Their User Interface by Stephanie Hay
How Two Startups Used a Google Doc to Plan Their User Interface by Stephanie Hay
How Two Startups Used a Google Doc to Plan Their User Interface by Stephanie Hay
How Two Startups Used a Google Doc to Plan Their User Interface by Stephanie Hay
How Two Startups Used a Google Doc to Plan Their User Interface by Stephanie Hay
How Two Startups Used a Google Doc to Plan Their User Interface by Stephanie Hay
How Two Startups Used a Google Doc to Plan Their User Interface by Stephanie Hay
How Two Startups Used a Google Doc to Plan Their User Interface by Stephanie Hay
How Two Startups Used a Google Doc to Plan Their User Interface by Stephanie Hay
How Two Startups Used a Google Doc to Plan Their User Interface by Stephanie Hay
How Two Startups Used a Google Doc to Plan Their User Interface by Stephanie Hay
How Two Startups Used a Google Doc to Plan Their User Interface by Stephanie Hay
How Two Startups Used a Google Doc to Plan Their User Interface by Stephanie Hay
How Two Startups Used a Google Doc to Plan Their User Interface by Stephanie Hay
Upcoming SlideShare
Loading in …5
×

How Two Startups Used a Google Doc to Plan Their User Interface by Stephanie Hay

1,327 views

Published on

How Two Startups Used a Google Doc to Plan Their User Interface by Stephanie Hay

@steph_hay

The Lean Startup Conference 2013
http://leanstartup.co/

Published in: Technology, Business
  • Be the first to comment

How Two Startups Used a Google Doc to Plan Their User Interface by Stephanie Hay

  1. 1. 2 Startups 1 Google Doc Finding your narrative before designing/building @steph_hay December 2013
  2. 2. master the addictive qualities of television and do something good with them
  3. 3. THIS IS PRETTY MUCH HORSE SHIT
  4. 4. .. content based on actual behavioral research, and a way to measure success
  5. 5. http://bukk.it/srsly.gif PARADIGM SHIFT The Leaner the better { 1. learn 2. write 3. structure 4. build
  6. 6. Narrative The words that make your customers understand
  7. 7. Narrative The words that make your customers understand must be measurable
  8. 8. It’s not in our budget, but we love the online version. I’ve passed this along to our marketing director. workdesign.co
  9. 9. In-person and online
  10. 10. How long does it take you to get to the point? How long until the person ‘gets it’ without you showing a design? 1 sentence + 1 question
  11. 11. They keep saying, ‘Oh, like a digital comment card!’ But that’s just a little piece of what we do.
  12. 12. The conversion rate is much higher – around 75% now, as opposed to around 5-10% before. tuee.it
  13. 13. The conversion rate is much higher – around 75% now, as opposed to around 5-10% before. The main difference between the old/new is the explanation of what we were doing. tuee.it
  14. 14. The conversion rate is much higher – around 75% now, as opposed to around 5-10% before. The main difference between the old/new is the explanation of what we were doing. The old version we were trying to explain what we were; however, in the new version we simply say, ‘We are a better version of your comment card, and here is why.’ tuee.it
  15. 15. RidePost is a trusted community where travelers meet and share rides.
  16. 16. RidePost is a trusted community where travelers meet and share rides. RidePost is a rapidly growing community of travelers. Join others in your area with similar interests, all while sharing the costs of travel.
  17. 17. RidePost is a trusted community where travelers meet and share rides. RidePost is a rapidly growing community of travelers. Join others in your area with similar interests, all while sharing the costs of travel. RidePost builds private networks to get people to, from and around your campus. The platform connects your community to improve transportation and sustainability. Want to bring RidePost to your school?
  18. 18. RidePost is a trusted community where travelers meet and share rides. RidePost is a rapidly growing community of travelers. Join others in your area with similar interests, all while sharing the costs of travel. RidePost builds private networks to get people to, from and around your campus. The platform connects your community to improve transportation and sustainability. Want to bring RidePost to your school? RidePost Event partners receive a customized site and powerful tools that help drive more people to the event. Enabling people to find out what's going on and find the people to get there with.
  19. 19. What words do your customers use? What problems do they ask if you can solve? Google Keyword Planner
  20. 20. Touching base to say thank you for your input on optimizing our keywords and text on our site to perform better in SEO. You introduced a few key topics to me and I went running. The results speak for themselves: The last 2 weeks were our top weeks for organic growth in our history. ridepost.com
  21. 21. Narrative The words that make your customers understand internally: who *is* my actual customer?
  22. 22. What words do your customers use? What is the best way to reach those customers? Find customers amid the vanity
  23. 23. learned this lesson 2 months after the headlines started
  24. 24. Narrative as UX The words that make your customers understand, structured within an interface
  25. 25. 1. Marketing Narratives (set expectations) 2. Functional Narratives (meet expectations)
  26. 26. Too High-Level
  27. 27. 1. Marketing Narratives (set expectations) 2. Functional Narratives (meet expectations)
  28. 28. What’s your narrative? steph@stephaniehay.com

×