being curious for a living (revised)
DESCRIPTION
How asking questions creates loyal clients (and better online tools)TRANSCRIPT
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Being Curious for a Living
How asking questions creates loyal clients (and better online tools)
Monday, May 16, 2011
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Hi, I’m Lauren.Some titles I’ve held:
Monday, May 16, 2011
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Hi, I’m Lauren.Some titles I’ve held:
• Front-End Coder
Monday, May 16, 2011
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Hi, I’m Lauren.Some titles I’ve held:
• Front-End Coder
• Web Designer
Monday, May 16, 2011
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Hi, I’m Lauren.Some titles I’ve held:
• Front-End Coder
• Web Designer
• Project Manager
Monday, May 16, 2011
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Hi, I’m Lauren.Some titles I’ve held:
• Front-End Coder
• Web Designer
• Project Manager
• Information Architect
Monday, May 16, 2011
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Hi, I’m Lauren.Some titles I’ve held:
• Front-End Coder
• Web Designer
• Project Manager
• Information Architect
• Strategist
Monday, May 16, 2011
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Hi, I’m Lauren.Some titles I’ve held:
• Front-End Coder
• Web Designer
• Project Manager
• Information Architect
• Strategist
• Entrepreneur
Monday, May 16, 2011
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Hi, I’m Lauren.Some titles I’ve held:
• Front-End Coder
• Web Designer
• Project Manager
• Information Architect
• Strategist
• Entrepreneur
• Author
Monday, May 16, 2011
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Hi, I’m Lauren.Some titles I’ve held:
• Front-End Coder
• Web Designer
• Project Manager
• Information Architect
• Strategist
• Entrepreneur
• Author
• Avid learner & self-improvement freak
Monday, May 16, 2011
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Hi, I’m Lauren.Some titles I’ve held:
• Front-End Coder
• Web Designer
• Project Manager
• Information Architect
• Strategist
• Entrepreneur
• Author
• Avid learner & self-improvement freak
• Collaborator
Monday, May 16, 2011
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Drilling Down:What fuels web design?
Monday, May 16, 2011
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Code • Graphics • Widgets • Software
Drilling Down:What fuels web design?
Monday, May 16, 2011
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Strategy • Process • Consultation
Code • Graphics • Widgets • Software
Drilling Down:What fuels web design?
Monday, May 16, 2011
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Function • Meaning • Delight • Evolution
Strategy • Process • Consultation
Code • Graphics • Widgets • Software
Drilling Down:What fuels web design?
Monday, May 16, 2011
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Does being an expertmean having the answers?
Monday, May 16, 2011
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“They did everything we asked.”
Best testimonial ever?
Monday, May 16, 2011
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“Our sales* increased by 150%.”
*or mailing list / donor base / reach…fill in your business goal here.
Best testimonial ever:
Monday, May 16, 2011
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“Concentrate on being consultative rather than
getting trapped in a transactional mentality.”
–David Bakerwww.recourses.com
Monday, May 16, 2011
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Good questions & bad questions
Monday, May 16, 2011
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5 W’s + 1 H
Monday, May 16, 2011
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5 W’s + 1 HQuestions clients ask:
Monday, May 16, 2011
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5 W’s + 1 HQuestions clients ask:• Where will people find it?
Monday, May 16, 2011
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5 W’s + 1 HQuestions clients ask:• Where will people find it?
• Where will they hear about it?
Monday, May 16, 2011
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5 W’s + 1 HQuestions clients ask:• Where will people find it?
• Where will they hear about it?
• Who will help us get the word out?
Monday, May 16, 2011
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5 W’s + 1 HQuestions clients ask:• Where will people find it?
• Where will they hear about it?
• Who will help us get the word out?
• When does it need to launch?
Monday, May 16, 2011
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5 W’s + 1 HQuestions clients ask:• Where will people find it?
• Where will they hear about it?
• Who will help us get the word out?
• When does it need to launch?
• How will it be built?
Monday, May 16, 2011
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5 W’s + 1 H
Monday, May 16, 2011
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5 W’s + 1 HAsk better questions:
Monday, May 16, 2011
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5 W’s + 1 HAsk better questions:• Who is it for?
Monday, May 16, 2011
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5 W’s + 1 HAsk better questions:• Who is it for?
• Who are your competitors?
Monday, May 16, 2011
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5 W’s + 1 H
Monday, May 16, 2011
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5 W’s + 1 H• What is its purpose?
Monday, May 16, 2011
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5 W’s + 1 H• What is its purpose?
• What are the 3 most critical things you want your visitors to do?
Monday, May 16, 2011
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5 W’s + 1 H• What is its purpose?
• What are the 3 most critical things you want your visitors to do?
• In 25 words or less, what is the key message and/or impression you want your site’s visitors to take away with them?
Monday, May 16, 2011
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5 W’s + 1 H
Monday, May 16, 2011
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5 W’s + 1 H• Where does it fit into your overall
organizational / brand / communications strategy?
Monday, May 16, 2011
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5 W’s + 1 H
Monday, May 16, 2011
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5 W’s + 1 H• When it launches, how will you
maintain and develop it further?
Monday, May 16, 2011
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5 W’s + 1 H
Monday, May 16, 2011
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5 W’s + 1 H• Why are we building it?
Monday, May 16, 2011
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5 W’s + 1 H
Monday, May 16, 2011
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5 W’s + 1 H• How will you measure success?
Monday, May 16, 2011
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5 W’s + 1 H• How will you measure success?
• How do you want your audience to feel when they interact with you?
Monday, May 16, 2011
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Story: datadotgc.ca
Monday, May 16, 2011
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Good answers & bad answers
Monday, May 16, 2011
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Why?
Monday, May 16, 2011
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Why?Bad answer:
Monday, May 16, 2011
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Why?Bad answer:
Because everyone else has one.
Monday, May 16, 2011
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Why?
Monday, May 16, 2011
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Why?Better answers:
Monday, May 16, 2011
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Why?Better answers:• Because it serves our business goals.
Monday, May 16, 2011
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Why?Better answers:• Because it serves our business goals.
• Because it’s our #1 user-requested feature.
Monday, May 16, 2011
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Why?Better answers:• Because it serves our business goals.
• Because it’s our #1 user-requested feature.
• Because it increases the function / delight / meaning / evolution factor(s).
Monday, May 16, 2011
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Who?
Monday, May 16, 2011
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Who?Bad answers:
Monday, May 16, 2011
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Who?Bad answers:
Everyone
Monday, May 16, 2011
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Who?Bad answers:
Everyone
or
Monday, May 16, 2011
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Who?Bad answers:
Everyone
or
Death by demographics
Monday, May 16, 2011
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Who?
Monday, May 16, 2011
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Who?Better answers:
Monday, May 16, 2011
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Who?Better answers:• Descriptors
Monday, May 16, 2011
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Who?Better answers:• Descriptors
• Profiles
Monday, May 16, 2011
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Who?Better answers:• Descriptors
• Profiles
• User stories (What do they want to do, and why?)
Monday, May 16, 2011
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What?
Monday, May 16, 2011
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What?Bad answer:
Monday, May 16, 2011
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What?Bad answer:
Increase sales.
Monday, May 16, 2011
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Why?
Monday, May 16, 2011
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Why?Better answers:
Monday, May 16, 2011
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Why?Better answers:• Increase sales of X by __% by [date],
using the following techniques & strategies…
Monday, May 16, 2011
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Why?Better answers:• Increase sales of X by __% by [date],
using the following techniques & strategies…
• Improve cart usability & thereby decrease abandonment by 10%.
Monday, May 16, 2011
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The Business Case for “Why?”
Outcome Benefit
Create better, more effective sites
Stronger portfolio,testimonials & referrals
Exceed your clients’ expectations
Customer loyalty & retention
Happy clients Save yourself redoing work for free
Monday, May 16, 2011
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The Business Case for “Why?”
Outcome Benefit
Create better, more effective sites
Stronger portfolio,testimonials & referrals
Exceed your clients’ expectations
Customer loyalty & retention
Happy clients Save yourself redoing work for free
Monday, May 16, 2011
![Page 74: Being Curious for a Living (revised)](https://reader033.vdocument.in/reader033/viewer/2022052523/5550d05cb4c905f2318b4d45/html5/thumbnails/74.jpg)
The Business Case for “Why?”
Outcome Benefit
Create better, more effective sites
Stronger portfolio,testimonials & referrals
Exceed your clients’ expectations
Customer loyalty & retention
Happy clients Save yourself redoing work for free
Monday, May 16, 2011
![Page 75: Being Curious for a Living (revised)](https://reader033.vdocument.in/reader033/viewer/2022052523/5550d05cb4c905f2318b4d45/html5/thumbnails/75.jpg)
The Business Case for “Why?”
Outcome Benefit
Create better, more effective sites
Stronger portfolio,testimonials & referrals
Exceed your clients’ expectations
Customer loyalty & retention
Happy clients Save yourself redoing work for free
Monday, May 16, 2011
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Documentation
Monday, May 16, 2011
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DocumentationBusiness & functional req’s
Monday, May 16, 2011
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DocumentationBusiness & functional req’s• WHO: Audience segments: who are
they, and what are they here to do?
Monday, May 16, 2011
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DocumentationBusiness & functional req’s• WHO: Audience segments: who are
they, and what are they here to do?
• WHY: Measures of success
Monday, May 16, 2011
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DocumentationBusiness & functional req’s• WHO: Audience segments: who are
they, and what are they here to do?
• WHY: Measures of success
• HOW: Technical specs
Monday, May 16, 2011
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Story: Macrowikinomics
strikes back.
Monday, May 16, 2011
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Get curious.(Your clients will thank you.)
Monday, May 16, 2011
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Anything you want to ask me?
Monday, May 16, 2011
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Monday, May 16, 2011