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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.

Published in: Design
  • Hey guys! Who wants to chat with me? More photos with me here 👉 http://www.bit.ly/katekoxx
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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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Redesign Must Die

  1. Redesign Must DieLou Rosenfeld •  Rosenfeld Media •  rosenfeldmedia.com UX London •  April 13, 2011
  2. Hello, my name is Lou
  3. Hello, my name is LouMore importantly, #uxlondon
  4. What is redesignand why should it die?
  5. Why I’m so down on redesign
  6. Why I’m so down on redesign
  7. A redesign story aboutmy alma mater
  8. A story in the Ann ArborNews
  9. UM was going to redesign itsGateway
  10. UM was going to redesign itsGateway
  11. UM was going to redesign itsGateway
  12. UM was going to redesign itsGateway
  13. Leadership and $ were onboard
  14. Leadership and $ were onboard$250,000
  15. student labor
  16. student labor+ some software .
  17. student labor+ some software . successful redesign
  18. They even had a ribbon-cutting
  19. This became...
  20. ...this
  21. ...this
  22. ...this
  23. ...this
  24. Then they did itall over again
  25. Then they did itall over againand again
  26. Then they did itall over againand againand again
  27. Then they did itall over againand againand againand again
  28. Where we are today
  29. Where we are today
  30. Where we are today
  31. Where we are today
  32. Redesign ishollow,meaningless,and vain.Endlesslyrepeated,it is a trueexample ofinsanity.
  33. Ill-defined problemscause insanity and vanity
  34. Ill-defined problemscause insanity and vanity We attempt the impossible: “boil the ocean” in no time at great cost
  35. 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
  36. 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
  37. See the problem differently
  38. See the problem differently
  39. Reframe the problem
  40. Reframe the problem redesign
  41. Reframe the problem
  42. 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.”
  43. Examples of CAS
  44. Examples of CAS
  45. Examples of CAS
  46. Your site is a moving targetbuilt upon moving targets
  47. 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.”
  48. The constant pendulum swing
  49. Regime A:“We’ve gotconstant The to pendulum swingget control of this mess”
  50. Regime A:“We’ve gotconstant The to pendulum swingget control of this mess” Regime B: “Let’s let a thousand flowers bloom”
  51. 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”
  52. 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...”
  53. 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...”
  54. “The perfect is theenemy of the good.”Voltaire mighthave added:“Constant changemeans never havingto say you’re sorry.”
  55. So you can’t redesign
  56. But you must refine1. Prioritize: Identify the important problems regularly2. Tune: Address those problems regularly3. Be opportunistic: Look for low-hanging fruit
  57. #1: Prioritize becausea little goes a long way
  58. The Zipf DistributionThe Zipf Distribution
  59. The Zipf DistributionThe Zipf Distribution SHORT HEAD: love it
  60. The Zipf DistributionThe Zipf Distribution SHORT HEAD: LONG love it TAIL: leave it
  61. Zipf displayed textually
  62. Unverified rumor:90% of Microsoft.com’s content has never been accessed
  63. 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• ...
  64. Important audiences, essential wants and needs
  65. #2: Be an incrementalist:tune because things change
  66. Things change: you must fix theairplane while flying it
  67. Things change: you must fix theairplane while flying it
  68. Impact of change on design(queries)
  69. IRS before 4/15
  70. Before April 15IRS before 4/15
  71. IRS after 4/15
  72. After April 15IRS after 4/15
  73. From projects to processes:a regular regimen of design Example: the rolling content inventory
  74. User Research Landscapefrom Christian Rohrer: http://is.gd/95HSQ2
  75. User Research Landscape Which of us can you do monthly? weekly? daily?from Christian Rohrer: http://is.gd/95HSQ2
  76. #3: Be an opportunist:find the low-hanging fruit
  77. #3: Be an opportunist:find the low-hanging fruit➡ High priorities with low costs
  78. #3: Be an opportunist:find the low-hanging fruit➡ High priorities with low costs➡ Semantic webs to support contextual navigation
  79. #3: Be an opportunist:find the low-hanging fruit➡ High priorities with low costs➡ Semantic webs to support contextual navigation➡ Small improvements to search
  80. Care for some low-hanging fruit?
  81. Care for some low-hanging fruit?
  82. Care for some low-hanging fruit?
  83. Care for some low-hanging fruit?
  84. More fruit: contextual navigationMore fruit: improvingcontextual navigation a la BBChttp://slidesha.re/fzChQB
  85. More fruit: small searchMore fruit:teaching the search engineto be smart at Hewlett-Packard
  86. More fruit: small searchMore fruit:teaching the search engineto be smart at Hewlett-Packard
  87. More fruit: small searchMore fruit:teaching the search engineto be smart at Hewlett-Packard
  88. 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…
  89. Refining, not redesigning:What it means for us
  90. Design Design gets easier because we address small, discrete challenges
  91. Rinse and repeat Our work gets trickier as we movefrom projects to processes
  92. Our ethicswill becompletelychallenged
  93. Why I’m not worried
  94. We’re gap-fillers
  95. We’re foxesArchilochus (by way of Isaiah Berlin and Nate Silver): "the foxknows many little things, but the hedgehog knows one big thing".
  96. We’re humanists
  97. Say helloLou RosenfeldRosenfeld Media www.louisrosenfeld.com | @louisrosenfeldwww.rosenfeldmedia.com | @rosenfeldmediawww.slideshare.net/lrosenfeld/

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