The document discusses TED's process for redesigning their website, including gathering input from users through various testing methods like interviews, usability testing, beta testing, and monitoring feedback on social media. It describes analyzing user data to understand different audience archetypes and their needs in order to prioritize features and design decisions. The redesign process emphasizes an iterative, agile approach of continuously listening to users, learning from their experiences, and making fixes and improvements based on their feedback.

1. @aweyenberg
Aaron Weyenberg · UX / Product developer

2. What is ?

4. I’m a 19 year old student from Poland. I want
to help you spread ideas. If you want me to, I
can translate videos into Polish.
From: Jan Pomianowski
To: TED
Subject: Translation

5. I want to translate your videos into Korean.
From: Stacy Hong
To: TED
Subject: Translation

6. If I could provide you with Hebrew subtitles,
would you host subtitled versions of the TED
talks?
From: Neil Jordan
To: TED
Subject: Translation

8. Open Translation Project
15k
volunteers
52k
translations
104
languages

9. We’d like to host an event with you in
Amsterdam.
Dear TED,

10. We’d like to host an event with you in
Brazil.
Dear TED,

11. We’d like to host an event with you in
China.
Dear TED,

12. We’d like to host an event with you in
Dubai.
Dear TED,

15. Photo: Jean-Jacques Halans

16. Photo: Bartosz Pawlik

17. Photo: Aaron Tang

18. Photo: Will Mworia

19. events around the world
9.6k
events
2.3k
cities
159
countries

21. It’s time to evolve.

22. Accommodate growing ecosystem
Redesign goals

23. Accommodate growing ecosystem
Reflect evolving mission
Redesign goals

24. Accommodate growing ecosystem
Reflect evolving mission
Modernize
Redesign goals

26. If you want to to fast, go alone. If
you want to go far, go together.
– African proverb

28. Good designers are good listeners.

30. Who are we designing for?

34. Archetypes
Newbie
Link follower
Researcher
Routiner
Commuter
Multitasker
Remoter
Gorger
Conversationalist
Language learner
Inspiration seeker
Completist

35. Archetypes
Portion of audienceHigh Low

36. Link
follow
er
New
bie
Inspiration
seekerRoutiner
Com
m
uter
M
ultitasker
Researcher
Conversationalist
G
orger
Rem
oter
Language
learner
Com
pletist
Archetypes
Portion of audienceHigh Low

37. Browse mode
Rare Often
Frequency
Serendipitous
Specific

38. Browse mode
Rare Often
Remoter
Newbie,
Link follower
Inspiration
seeker
Non-English
Commuter,
Multitasker,
Routiner
Completist
Conversationalist
Researcher
Frequency
Serendipitous
Specific
Gorger

39. Understanding our audience helps
us identify the most valuable
features

40. Understanding our audience helps
us say “no”

41. Understanding our audience helps
us make design decisions

42. Understanding our audience helps
us prioritize

43. Photo: Mike Femia

44. Listening by testing
AND vs. OR

45. Interviews
Loosely guided, filmed, blend of
qualitative and quantitative data.

46. Guerilla
Done in the wild, close ended tasks,
great for mobile & tablets.

47. Rapid course correction
Iterative, small sample sizes, designed
to let us fail fast and cheap.

48. 0%
100%
75%
50%
25%
0 3 6 9 12 15
Number of test users
Usabilityproblemsdiscovered
How many users do I need?
(Usability problem frequency: 30%)

49. 0%
100%
75%
50%
25%
0 3 6 9 12 15
Usabilityproblemsdiscovered
Number of test users
5 users gives us an
85% chance of catching
usability issues
How many users do I need?
(Usability problem frequency: 30%)

55. Listening to feedback
Opt-in Beta

56. 0
5k
0 4 8 12 16
Beta period (weeks)
1k
2k
3k
4k
Numberofusers
Beta population

57. 0
5k
0 4 8 12 16
Beta period (weeks)
1k
2k
3k
4k
Numberofusers
Beta population

60. agile vs Agile

61. agile vs Agile

62. Release Listen & learn Fix & iterate Increase load
agile vs Agile

63. Release Listen & learn Fix & iterate Increase load
agile vs Agile

64. Listen & learn Fix & iterate Increase loadRelease
agile vs Agile

65. Fix & iterate Increase loadRelease Listen & learn
agile vs Agile

66. Release Listen & learn Fix & iterate Increase load
agile vs Agile

67. Release Listen & learn Fix & iterate Increase load
agile vs Agile

68. 0
5k
0 4 8 12 16
Numberofusers
Beta period (weeks)
1k
2k
3k
4k
Beta population

69. 0
5k
0 4 8 12 16
Numberofusers
Beta period (weeks)
1k
2k
3k
4k
Beta 1
Beta 2
Beta 3
Beta 4
Beta population

70. Suggestions
Nostalgia
General feedback
Bugs

71. The new.ted.com is great, just the
thumbnail mouse over on the
main page is crazy, your goal is
nothing else but to avoid them.”
@schneidertobias
“

72. New TED redesign – mouseover
animations are overdone and I
wish they'd kill those multi-sized
thumbnail boxes already”
@jordansthings
“

73. You can definitely visit
new.ted.com - just make sure not
to hover over any of the talk
modules”
@twahlin
“

76. Listening from the war room
Full site switchover

78. March 3 March 4
Traffic to new site
1.7MM PV
200k PV

79. “1,700 talks and none of them are of soccer.”
Marcos

80. “Does an app exist that donates body to
science in case of death?”
Ernesto

81. “Is this possible, asteroids which come to earth
have big impact on earth, but if a system
which opens up in space and becomes big air
bag, can bounce them in different direction.”
Name not given

82. It’s just the beginning

84. I just wanted to thank everybody that's
contributing to TED by sharing all those
wonderful videos online. They inspire me a lot,
and in return I try to inspire others. You are like a
catalyst for making positive changes. I thank you
again for uploading truly life-changing information
to the Internet. Have a very nice day!”
Alice
“