Redesign Must Die (updated Feb 2014)

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A radically updated version of a talk I initially gave in 2009 or thereabouts. Presented at InControl, Orlando, FL, USA, Feb 18, 2014.

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  • Embrace evolution over revolution - I have been focusing on this for the past 3-4 years and have to constantly push to say that we are not redesigning. I have used the evolutionary concept to also talk about major changes to primary navigation and organization of our site - after all not all evolutionary change is gradual.There are inflexion points where sometimes there is significant change but it is part of an overall evolutionary approach. Always enjoy your thinking on topics.
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  • Thanks Lou! Awesome. Love it.
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Redesign Must Die (updated Feb 2014)

  1. 1. Redesign Must Die Louis Rosenfeld •  Rosenfeld Media Orlando, Florida •  18 February 2014
  2. 2. 1998: Ann Arbor, Michigan
  3. 3. Before the redesign
  4. 4. Before the redesign
  5. 5. Before the redesign
  6. 6. Before the redesign
  7. 7. A Ribbon Cutting
  8. 8. After the redesign
  9. 9. After the redesign
  10. 10. After the redesign
  11. 11. After the redesign
  12. 12. 1998
  13. 13. 1998 2000
  14. 14. 1998 2003 2000
  15. 15. 1998 2000 2003 2005
  16. 16. 1998 2000 2003 2005 2007
  17. 17. 1998 2000 2003 2005 2007 2010
  18. 18. And now
  19. 19. And now
  20. 20. And now
  21. 21. And now
  22. 22. “Insanity is doing the same thing over and over again but expecting different results.”
  23. 23. individual vanity “Insanity is doing the same thing over and over again but expecting different results.”
  24. 24. individual & organizational stupidity vanity “Insanity is doing the same thing over and over again but expecting different results.”
  25. 25. Who’s to blame? Who’s to blame?
  26. 26. Misdiagnostics Attempting the impossible “boil the ocean” in no time at great cost Believing the unbelievable unwarranted claims from agencies and software vendors Becoming irresponsible unwarranted declarations of victory at the expense of our teams and users
  27. 27. 1993: Ann Arbor, Michigan
  28. 28. Complex Adaptive Systems Entity consisting of many diverse and autonomous components or parts (called agents) which are interrelated, interdependent, linked through many (dense) interconnections, and behave as a unified whole in learning from experience and in adjusting (not just reacting) to changes in the environment.
  29. 29. Examples of CAS
  30. 30. Examples of CAS
  31. 31. Examples of CAS
  32. 32. Your site is a moving target built on moving targets
  33. 33. Your site is a moving target built on moving targets Control this?
  34. 34. So who’s to blame?
  35. 35. So who’s to blame? No one and everyone
  36. 36. How to stop playing God in 5 easy steps 1. Swap control for prioritization 2. Embrace evolution over revolution 3. Emphasize process over projects 4. Use anchors to counterbalance reaction 5. Sneak in governance at the grass roots
  37. 37. 1. Swap control for prioritization
  38. 38. A handful of queries/tasks/ways to navigate/features/ documents meet the needs of your most important audiences A little goes a long way
  39. 39. A handful of queries/tasks/ways to navigate/features/ documents meet the needs of your most important audiences A little goes a long way
  40. 40. A handful of queries/tasks/ways to navigate/features/ documents meet the needs of your most important audiences A little goes a long way
  41. 41. A handful of queries/tasks/ways to navigate/features/ documents meet the needs of your most important audiences A little goes a long way
  42. 42. A handful of queries/tasks/ways to navigate/features/ documents meet the needs of your most important audiences A little goes a long way
  43. 43. (and the tail is quite long)
  44. 44. (and the tail is quite long)
  45. 45. (and the tail is quite long)
  46. 46. (and the tail is quite long)
  47. 47. (and the tail is quite long)
  48. 48. Zipf in text
  49. 49. Zipf is The Truth Not just search queries, but... • Documents • Features • Audience segments • and more...
  50. 50. George Zipf, your portfolio manager Each layer is cumulative layer information architecture usability content strategy 0 indexed by search engine leave it alone leave it alone tagged by users squeaky wheel issues addressed refresh annually 1 2 tagged by experts (non- test with a service (e.g., topical tags) UserTesting.com) 3 tagged by experts (topical tags) 4 deep links to support contextual navigation refresh monthly “traditional” lab-based user testing titled according to guidelines A/B testing structured according to schema
  51. 51. Prioritize each step... ...into a report card... ...then rinse and repeat More here: http://tinyurl.com/84yxpoo
  52. 52. 2. Embrace evolution over revolution
  53. 53. What do they want and when do they want it?
  54. 54. Closer look
  55. 55. IRS before taxes due
  56. 56. IRS before taxes due
  57. 57. IRS after taxes due
  58. 58. 3. Emphasize process over projects
  59. 59. Keeping design and research “regular”... Example: the rolling content inventory
  60. 60. Moving from process to cadence
  61. 61. Cadence in text Weekly Call center data trend analysis 2 – 4 hours behavioral/quantitative Task analysis 4 – 6 hours behavioral/quantitative Exploratory analysis of site analytics data 8 – 10 hours behavioral/qualitative User survey 16 – 24 hours attitudinal/quantitative Net Promoter Score study 3 – 4 days attitudinal/quantitative Field study 4 – 5 days behavioral/qualitative Quarterly Annually
  62. 62. 4. Use anchors to counterbalance reaction
  63. 63. pace layering
  64. 64. Anchors are familiar beasts • Charter statement • Mission statement • Vision statement • Values statement http://www.gogamestorm.com/
  65. 65. Ultimately you’re flying the airplane while fixing 5. Sneak in governance it at the grass roots
  66. 66. Ultimately you’re flying the airplane while fixing 5. Sneak in governance it at the grass roots
  67. 67. Buy candy for strangers
  68. 68. Develop a pidgin KPI goals segments personas Dave Gray’s boundary matrix: http://bit.ly/gWoZQm
  69. 69. It ain’t easy, but... 1. Swap control for prioritization 2. Embrace evolution over revolution 3. Emphasize process over projects 4. Use anchors to counterbalance reaction 5. Sneak in governance at the grass roots
  70. 70. Say hello Lou Rosenfeld Rosenfeld Media  www.louisrosenfeld.com • @louisrosenfeld www.rosenfeldmedia.com • @rosenfeldmedia

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