Eating our Own Dog Food: Using UX Methods to  Build a UX Business Lou Rosenfeld, Rosenfeld Media CanUX:  Banff, Alberta, C...
Brief bio <ul><li>Co-author,  Information Architecture  for the World Wide Web   </li></ul><ul><li>Blog: www.louisrosenfel...
The Rodney Dangerfield Era  of UX is over Design thinking is ascendant, and UX practitioners are upwardly mobile What happ...
Design challenges in publishing <ul><li>Designing books Can book design be improved upon? </li></ul><ul><li>Acquiring book...
Design challenge #1:  Designing books <ul><li>How is it usually done? </li></ul><ul><li>How would  you  do it  differently...
Question:  What makes a good UX book good? <ul><li>Show’n’tell sessions and blog discussions </li></ul><ul><ul><li>What UX...
Anecdotal answers <ul><li>Short enough to read on a plane trip </li></ul><ul><li>Short chapters </li></ul><ul><li>Small, p...
…and that favorite UX book?
Interiors
Covers Ehh… Better
Book testing:  print and PDF <ul><li>Goals: validate design, uncover missed opportunities </li></ul><ul><li>Task analysis ...
What we’re learning from testing <ul><li>The value of new concepts </li></ul><ul><ul><li>FAQ for book </li></ul></ul><ul><...
Design challenge #1:  Designing books <ul><li>How would you do it? </li></ul>
Design challenge #2:  Acquiring books <ul><li>How is it usually done? </li></ul><ul><li>How would  you  do it differently?...
Choosing proposals <ul><li>Metaphors help set useful boundaries </li></ul><ul><li>Weft:   “horizontal” UX methods </li></u...
Adding rigor to book acquisition <ul><li>Qualitative methods </li></ul><ul><ul><li>Agile proposal development process (bet...
Good help is there if you ask for it Editorial Board Liz Danzico Andrew Dillon Steve Krug Mike Kuniavsky Ginny Redish Marc...
Another source of input:  social networks (e.g., LinkedIn Answers)
Quantitative topic evaluation:  UXZeitgeist.com
UXZ Person
UXZ Book
UXZ Book Index
UXZ Topic Index
Design challenge #2:  Acquiring books <ul><li>How would you do it? </li></ul>
Design challenge #3:  Developing books <ul><li>How is it usually done? </li></ul><ul><li>How would  you  do it differently...
<ul><li>The obvious </li></ul><ul><ul><li>Author </li></ul></ul><ul><ul><li>Publisher </li></ul></ul><ul><ul><li>Editorial...
Book sites:  grounds for engagement
Further engagement:  mapping the market  <ul><li>Ubiquitous, viral discount codes </li></ul><ul><ul><li>Surveys </li></ul>...
Design challenge #3:  Developing books <ul><li>How would you do it? </li></ul>
Lesson:  Build platforms for engagement <ul><li>Businesses that produce creative assets should be designed as  platforms <...
Another lesson:  Sweat the soft stuff <ul><li>It’s easy to get carried away by the technical aspects of platforms </li></u...
One last lesson: cobblers and their kids <ul><li>Get used to looking like a hypocrite </li></ul><ul><li>Don’t let that sto...
Image credits <ul><li>Rodney Dangerfield:   etwist.blogspot.com/2007_02_01_archive.html </li></ul><ul><li>Dice:  www.joyst...
More information <ul><li>This presentation is available at:  www.slideshare.net/lrosenfeld </li></ul><ul><li>Louis Rosenfe...
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CanUX Keynote

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Lou Rosenfeld's talk at CanUX (Canadian User Experience) Conference, November 27, 2007.

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  • Hi,
    Another lovely concept... :)<br /><br/>
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  • Jess, thanks for the notes! I really enjoyed the session and CanUX.<br /><br/>
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  • Lou remembers that we sat on the floor in the hotel hallway at 1:00 am at the IA Summit in Vancouver to demo his new toy and I suggested the name UX Zeitgeist :)<br /><br/>
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  • We did a prototype, with Lulu.com (print on demand). We had a perfect bound, 4-color, prototype. We learned that the FAQ for the book worked well for people. We needed closer integration with web based content. People needed a whole section to explain what the site offered from the book.

    Improving the index. Making sure we didn't miss obvious things. No one knew Indi Young, needed to have a bio page.

    It cost us a couple thousand dollars and a couple days of work, and we amortize this over the whole series.

    Gene: question. Title is small, thumbnail won't show. Does designing for Amazon an afterthought? It's primary for the business model. Amazon Marketplace program 17%, Barnes & Noble 55% of cover price.

    Book site for Indi - 'mental models' comes up 8 in google for her booksite.

    Robin Sutherland - can you sell chunks of a book? Lou: see Safari?<br /><br/>
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  • So, I thought I'd try to add some notes while Lou is talking...

    Readers: 'I don't want to slug through a 60 page chapter on anything'

    Page count inflates with 6x9 and wide margins, so gives impression that it *isn't* short enough to read on the plane.

    PDF - increase type size so that bigger type for reading on screen - but this also inflates page count even more<br /><br/>
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  • Maybe I should have changed the title; this conference used to be About, With and For, and you’re all still attending
  • CanUX Keynote

    1. Eating our Own Dog Food: Using UX Methods to Build a UX Business Lou Rosenfeld, Rosenfeld Media CanUX: Banff, Alberta, Canada November 26, 2007 www.rosenfeldmedia.com
    2. Brief bio <ul><li>Co-author, Information Architecture for the World Wide Web </li></ul><ul><li>Blog: www.louisrosenfeld.com </li></ul><ul><li>Co-founder, IA Institute and UXnet </li></ul><ul><li>Publisher and founder, Rosenfeld Media (books for UX practitioners): www.rosenfeldmedia.com </li></ul><ul><li>My forthcoming book: Search Analytics for Your Site: Conversations with your customers </li></ul>
    3. The Rodney Dangerfield Era of UX is over Design thinking is ascendant, and UX practitioners are upwardly mobile What happens when actually we get our hands on the keys to the car?
    4. Design challenges in publishing <ul><li>Designing books Can book design be improved upon? </li></ul><ul><li>Acquiring books Which books should we publish? </li></ul><ul><li>Developing books How can we ensure quality content? </li></ul>
    5. Design challenge #1: Designing books <ul><li>How is it usually done? </li></ul><ul><li>How would you do it differently? </li></ul>“… book covers do sell books, just like packaging sells other products…” --Dan Poynter
    6. Question: What makes a good UX book good? <ul><li>Show’n’tell sessions and blog discussions </li></ul><ul><ul><li>What UX books do you (dis)like? </li></ul></ul><ul><ul><li>What about them do you (dis)like? </li></ul></ul><ul><li>Blog entries, summaries, and comments: </li></ul><ul><ul><li>http://tinyurl.com/2rjg7u </li></ul></ul><ul><ul><li>http://tinyurl.com/2jvrd9 </li></ul></ul><ul><ul><li>http://tinyurl.com/32ty7r </li></ul></ul>
    7. Anecdotal answers <ul><li>Short enough to read on a plane trip </li></ul><ul><li>Short chapters </li></ul><ul><li>Small, portable profile: 6” x 9” </li></ul><ul><li>Wide margins for annotation </li></ul><ul><li>Color interiors and good illustrations </li></ul><ul><li>Support readability and reference: print and PDF </li></ul>
    8. …and that favorite UX book?
    9. Interiors
    10. Covers Ehh… Better
    11. Book testing: print and PDF <ul><li>Goals: validate design, uncover missed opportunities </li></ul><ul><li>Task analysis </li></ul><ul><ul><li>Foundation (e.g., What is this book about?) </li></ul></ul><ul><ul><li>Navigation (e.g., re-finding) </li></ul></ul><ul><ul><li>Extension (e.g., grabbing a diagram) </li></ul></ul><ul><li>Post-test questionnaire </li></ul><ul><ul><li>Ratings (e.g. author credibility, price) </li></ul></ul><ul><ul><li>Open-ended comments/feedback </li></ul></ul>
    12. What we’re learning from testing <ul><li>The value of new concepts </li></ul><ul><ul><li>FAQ for book </li></ul></ul><ul><ul><li>Closer integration with web-based content </li></ul></ul><ul><li>New twists on old concepts </li></ul><ul><ul><li>Table of contents critically important </li></ul></ul><ul><ul><li>Value of front matter, covers </li></ul></ul><ul><li>Not missing the obvious </li></ul><ul><ul><li>Author bio establishes credibility </li></ul></ul><ul><ul><li>Improving quality where critical (e.g,. Images) </li></ul></ul>
    13. Design challenge #1: Designing books <ul><li>How would you do it? </li></ul>
    14. Design challenge #2: Acquiring books <ul><li>How is it usually done? </li></ul><ul><li>How would you do it differently? </li></ul>
    15. Choosing proposals <ul><li>Metaphors help set useful boundaries </li></ul><ul><li>Weft: “horizontal” UX methods </li></ul><ul><li>Warp: UX “verticals” </li></ul><ul><li>… and then they break </li></ul><ul><li>… which is ok </li></ul>
    16. Adding rigor to book acquisition <ul><li>Qualitative methods </li></ul><ul><ul><li>Agile proposal development process (between author + publisher) </li></ul></ul><ul><ul><li>Peer review of proposals (by editorial board) </li></ul></ul><ul><ul><li>Reconsidering venues for input (e.g. social networks) </li></ul></ul><ul><li>Quantitative method: UX Zeitgeist </li></ul>
    17. Good help is there if you ask for it Editorial Board Liz Danzico Andrew Dillon Steve Krug Mike Kuniavsky Ginny Redish Marc Rettig Nathan Shedroff Rashmi Sinha Karen Whitehouse
    18. Another source of input: social networks (e.g., LinkedIn Answers)
    19. Quantitative topic evaluation: UXZeitgeist.com
    20. UXZ Person
    21. UXZ Book
    22. UXZ Book Index
    23. UXZ Topic Index
    24. Design challenge #2: Acquiring books <ul><li>How would you do it? </li></ul>
    25. Design challenge #3: Developing books <ul><li>How is it usually done? </li></ul><ul><li>How would you do it differently? </li></ul>
    26. <ul><li>The obvious </li></ul><ul><ul><li>Author </li></ul></ul><ul><ul><li>Publisher </li></ul></ul><ul><ul><li>Editorial board </li></ul></ul><ul><ul><li>Editorial team </li></ul></ul><ul><li>The not-so-obvious </li></ul><ul><ul><li>Industry/subject matter experts </li></ul></ul><ul><ul><li>Industry influencers </li></ul></ul><ul><ul><li>Conference planners </li></ul></ul><ul><ul><li>Software and service vendors </li></ul></ul><ul><ul><li>Potential readers </li></ul></ul>Books as dialogues: engaging with stakeholders
    27. Book sites: grounds for engagement
    28. Further engagement: mapping the market <ul><li>Ubiquitous, viral discount codes </li></ul><ul><ul><li>Surveys </li></ul></ul><ul><ul><li>UX Zeitgeist </li></ul></ul><ul><ul><li>Bookmarks </li></ul></ul><ul><ul><li>Individual PDF versions of books </li></ul></ul><ul><li>Generates map of UX community </li></ul>
    29. Design challenge #3: Developing books <ul><li>How would you do it? </li></ul>
    30. Lesson: Build platforms for engagement <ul><li>Businesses that produce creative assets should be designed as platforms </li></ul><ul><li>Make your platform as open as possible </li></ul><ul><li>With platforms, opportunities originate with iteration more than innovation </li></ul>
    31. Another lesson: Sweat the soft stuff <ul><li>It’s easy to get carried away by the technical aspects of platforms </li></ul><ul><li>It’s too easy to ignore the human aspects of platforms (e.g., project managers, art directors) </li></ul><ul><li>And it’s way too easy to ignore the traditional aspects of an industry (e.g., book publishing is and always will be damned hard) </li></ul>
    32. One last lesson: cobblers and their kids <ul><li>Get used to looking like a hypocrite </li></ul><ul><li>Don’t let that stop you </li></ul><ul><li>And remember to eat your own dog food </li></ul>
    33. Image credits <ul><li>Rodney Dangerfield: etwist.blogspot.com/2007_02_01_archive.html </li></ul><ul><li>Dice: www.joystiq.com/media/2006/02/rollingreddice.jpg </li></ul><ul><li>Weave: www.classicistranieri.com </li></ul><ul><li>Onion: k53.pbase.com/u25/franziskalang/upload/15197600.Onion.jpg </li></ul>
    34. More information <ul><li>This presentation is available at: www.slideshare.net/lrosenfeld </li></ul><ul><li>Louis Rosenfeld, Publisher </li></ul><ul><li>Rosenfeld Media, LLC </li></ul><ul><li>705 Carroll Street, #2L </li></ul><ul><li>Brooklyn, NY 11215 USA </li></ul><ul><li>+1.718.306.9396 voice </li></ul><ul><li>+1.734.661.1655 fax </li></ul><ul><li>[email_address] </li></ul><ul><li>www.rosenfeldmedia.com </li></ul>

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