learn to call your own baby ugly
Post on 17-Oct-2014
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Colleen Jones shares the pain and the pleasure of developing ContentWRX...and several user experience lessons along the way.TRANSCRIPT
Learn To Call Your Own Baby Ugly
Colleen Jones
Noah Berger / Associated Press archive
Do you work on UX for… • Someone else’s product? • Your own product?
Motivation Of The Side Gig Entrepreneur
…it often morphs into something deeper, as people realize that their side businesses allow for a creative expression and satisfaction that can be hard to find in their full-time jobs.
Kimberly Palmer The Economy of You: Discover Your Inner Entrepreneur and Recession-Proof Your Life
3
The ContentWRX Vision
It’s a time-consuming chore to pull data from many tools.
Problems with Evaluating Content
FRAGMENTATION People are obsessed with behavioral metrics.
PARADIGM Our analytics team has different priorities.
We have some myopic insights, not a company-wide view.
SILOS
THE CONTENTWRX VISION
It’s rewarding to see our progress + to tell that
story to our stakeholders.
I see opportunities for some “quick wins” + bigger
changes.
It’s a relief to set realistic expectations of content impact with executives.
If we influence what users think, we also
influence what they do.
From Vision to Concept
YOUR WEB / MOBILE SITE
YOUR USERS / CUSTOMERS
MANAGER DIRECTOR
Curated Research + Examples
CREATOR STRATEGIST
Scoring Algorithm Comparison
Over Time Industry
Comparisons Best-in-Content-Class
Comparisons
EVIDENCE-BASED SURVEY
CLOUD HOSTING
USER PERCEPTION + BEHAVIOR
Web Metrics
Biz Metrics
METRICS INTEGRATION
So, we built a prototype. Then, we built a beta.
So, we built a prototype. Then, we built a beta.
Then, we started to build 1.0.
HAPPY + READY TO GO!
Getting to 1.0: 2 Somewhat Bitter Pills to Swallow
1
Clarify System Status
13
Before
14
Before
?
No Score Yet
Users still can’t read our minds.
16
After: Microcopy = Big Impact
• Clear
• Friendly
• Useful
• Actionable
2
Give More Transparency
Don’t drown users in data + content, right?
19
Before: Cryptic
20
After: Useful
More useful data + content actually is more.
21
Layer with Tabs
Quick Access to Details
“Everything takes more time than you thought, everything costs more money than you thought, and almost everything turns out not quite as cool as you expected.“
Merlin Mann
22
DISCOURAGED
Getting to 1.0: 1 Spoonful of Sugar
25
We Got Process Right
• Business case + funding
• Vision + concept
• Initial product backlog
• Initial release plan
• Stakeholder buy-in
• Assemble team
Sprint Planning Meeting
Daily Cycle
Product Increment
Sprint Retrospective Sprint Review
Update Product Backlog
Preparation
Process 1.X Releases
Roles Product Owner Team Members Stakeholders Users
26
1.0+ = Cooler Than Expected
Questions?