Post on 13-May-2015
Working titles
Credit: Flickr user ‘justin0842’
Design lessons learned in the trenches
A (semi-organized) brain dump of current design challenges
Stuff we got right and wrong (and what we’re doing about it)
Ground rules
via istockphoto.com
Ask questions anytime... yell out if I don’t see your hand
It’s more important to elaborate than to cover everything
You can DM me @dburka with specific things to cover
Today’s agenda
Credit: Flickr user S.O.F.T.
Today’s agenda 1. Get the basics out of the way
Credit: Flickr user S.O.F.T.
Today’s agenda 1. Get the basics out of the way
Credit: Flickr user S.O.F.T.
2. Designing for engagement
Today’s agenda 1. Get the basics out of the way
Credit: Flickr user S.O.F.T.
2. Designing for engagement
3. Positive behaviors by design
Today’s agenda 1. Get the basics out of the way
Credit: Flickr user S.O.F.T.
2. Designing for engagement
4. Handling (lots of) user feedback
3. Positive behaviors by design
Today’s agenda 1. Get the basics out of the way
Credit: Flickr user S.O.F.T.
2. Designing for engagement
4. Handling (lots of) user feedback
5. Iterative design strategies + a case study
3. Positive behaviors by design
Today’s agenda 1. Get the basics out of the way
Credit: Flickr user S.O.F.T.
2. Designing for engagement
4. Handling (lots of) user feedback
5. Iterative design strategies + a case study
3. Positive behaviors by design
+ Your suggestions
Encouraging people to participate
Challenge
“You probably have a community
whether you know it or not.”
Via ChinPosin.com
Joshua Porter (bokardo)
How do your people participate?
Different sites have different issues
Reduce the barrier to entrySimplify sign-up, not just registration
Credit: Flickr user ‘notsogoodphotography’
E-commerce example
E-commerce example
Dip a toe in the waterGet going quickly and get invested quickly
Credit: Flickr user ‘notsogoodphotography’
Start simple
Easier to grok, more engaging
Show, don’t tell
Showing is much more enticing (usually)
Increase benefit
Go beyond altruistic motivations
Credit: Flickr user ‘inoxkrow’
Promoting positive participation
Challenge
Personal profiles
Encourage trust and connections
Credit: Flickr user ‘mrclean’
Focus on tension points
Copy and design can go a long way
Credit: Flickr user ‘sarahkim’
Avoid negative competition
‘King of the hill’ contests don’t scale
Credit: Flickr user ‘cmichel67’
Digg top users listCons
Digg top users list
• Too basic, too static
Cons
Digg top users list
• Too basic, too static
• Frustrating to climb ladder once others established
Cons
Digg top users list
• Too basic, too static
• Frustrating to climb ladder once others established
• Taps into negative self-interest as wellCons
Digg top users list
• Too basic, too static
• Frustrating to climb ladder once others established
• Taps into negative self-interest as well
• Cutthroats climb ladder at any costCons
Digg top users list
• Too basic, too static
• Frustrating to climb ladder once others established
• Taps into negative self-interest as well
• Cutthroats climb ladder at any cost
• Creates very influential users
Cons
Digg top users listPros
Digg top users list
• Easy to understand: simple sum
Pros
Digg top users list
• Easy to understand: simple sum
• Fantastic incentive to participate at the beginning
Pros
Digg top users list
• Easy to understand: simple sum
• Fantastic incentive to participate at the beginning
• Taps into peoples’ self-interest in a positive wayPros
Digg top users list
• Easy to understand: simple sum
• Fantastic incentive to participate at the beginning
• Taps into peoples’ self-interest in a positive way
• Healthy competition when benefit is lowPros
Digg top users list
• Easy to understand: simple sum
• Fantastic incentive to participate at the beginning
• Taps into peoples’ self-interest in a positive way
• Healthy competition when benefit is low
• Creates recognizable ‘celebrity’ contributors
Pros
Digg top users list
Possible improvements?
Keep it positive Seems simple, but it’s difficult to stay focused on it
Focus on the individual Award individuals for personal accomplishments
Self-policing Empower users to take care of issues themselves
Handling (lots of)user feedback
Challenge
Mozilla.orgPublic site redesign in 2004
I don't like it a bit. What was wrong with the current one?
I don't like it a bit. What was wrong with the current one?
Looks like your average small company website.
I don't like it a bit. What was wrong with the current one?
Looks like your average small company website.
Keep the old colors and ditch the new ones. It's too depressing.
I don't like it a bit. What was wrong with the current one?
Looks like your average small company website.
Keep the old colors and ditch the new ones. It's too depressing.
IMHO the current design looks MUCH better than this mess.
Feedback is more than ‘Good’ or ‘Bad’
Feedback isn’t binary
Feedback isn’t binary • Much more than a simple “it’s good” or “it sucks”
Feedback isn’t binary • Much more than a simple “it’s good” or “it sucks”
• Many factors:
Feedback isn’t binary • Much more than a simple “it’s good” or “it sucks”
• Many factors:
• Timing
Feedback isn’t binary • Much more than a simple “it’s good” or “it sucks”
• Many factors:
• Timing
• User type
Feedback isn’t binary • Much more than a simple “it’s good” or “it sucks”
• Many factors:
• Timing
• User type
• Setting
Feedback isn’t binary • Much more than a simple “it’s good” or “it sucks”
• Many factors:
• Timing
• User type
• Setting
• Community type
Feedback isn’t binary • Much more than a simple “it’s good” or “it sucks”
• Many factors:
• Timing
• User type
• Setting
• Community type
• Etc...
Collecting feedbackHow do you collect feedback?
Collecting feedbackOff the top of my headFeedback at Digg, Pownce, silverorange
Email Twitter, blogs, etc Comments! Press Focus groups Phone Stats Forums
Conferences Parties!
Townhalls Internal conversations Task analysis
Established vs Young Experiences with the Digg and Pownce communities
via AlphaTangoBravo / Adam Baker
Young vs Established
Young vs Established• Pownce was relatively young
Young vs Established• Pownce was relatively young
• ~270,000 users
Young vs Established• Pownce was relatively young
• ~270,000 users
• Just over a year and a half old
Young vs Established• Pownce was relatively young
• ~270,000 users
• Just over a year and a half old
• Digg is relatively old
Young vs Established• Pownce was relatively young
• ~270,000 users
• Just over a year and a half old
• Digg is relatively old
• ~3+ million users and 30+ million uniques/month
Young vs Established• Pownce was relatively young
• ~270,000 users
• Just over a year and a half old
• Digg is relatively old
• ~3+ million users and 30+ million uniques/month
• Almost 4 years old
Young vs Established
• Feedback has less volume
Young vs Established
• Feedback has less volume
• Less feedback is easier to parse
Young vs Established
• Feedback has less volume
• Less feedback is easier to parse
• Less feedback makes it harder to find patterns
Young vs Established
• Feedback has less volume
• Less feedback is easier to parse
• Less feedback makes it harder to find patterns
• People feel connected to the site’s growth
Young vs Established
• Feedback has less volume
• Less feedback is easier to parse
• Less feedback makes it harder to find patterns
• People feel connected to the site’s growth
• Positive, energetic, forgiving
Young vs Established
• Feedback has less volume
• Less feedback is easier to parse
• Less feedback makes it harder to find patterns
• People feel connected to the site’s growth
• Positive, energetic, forgiving
• Nimble and responsive site
Young vs Established
Young vs Established
Young vs Established• Feedback has more volume
Young vs Established• Feedback has more volume
• Difficult to parse and handle
Young vs Established• Feedback has more volume
• Difficult to parse and handle
• Patterns are less prone to error
Young vs Established• Feedback has more volume
• Difficult to parse and handle
• Patterns are less prone to error
• People have invested themselves
Young vs Established• Feedback has more volume
• Difficult to parse and handle
• Patterns are less prone to error
• People have invested themselves
• Patterns and familiarities have formed
Young vs Established• Feedback has more volume
• Difficult to parse and handle
• Patterns are less prone to error
• People have invested themselves
• Patterns and familiarities have formed
• Self aware communities and cliques exist
Young vs Established• Feedback has more volume
• Difficult to parse and handle
• Patterns are less prone to error
• People have invested themselves
• Patterns and familiarities have formed
• Self aware communities and cliques exist
• Expectations of performance have been created
Young vs Established• Feedback has more volume
• Difficult to parse and handle
• Patterns are less prone to error
• People have invested themselves
• Patterns and familiarities have formed
• Self aware communities and cliques exist
• Expectations of performance have been created
• And, your business may be slower too...
Types of feedback
Types of feedbacka
• Different types require different responses, carry
different weights
Positive feedback
Types of feedbacka
The new stuff looks great!! Now I know what
you’ve been working so hard on!!! Dad“Wow, this is so much better than the old
design. Now that I’ve had a chance to use it, I
love it. Thanks.“
Bug reports
Types of feedbacka
When I select a username I get a 404 error.
Can you guys look into it?“The thing jumps around after I click on the
other thing. It’s annoying. Please fix it, thanks.“
Negative feedback
Types of feedbacka
I want it to be like it was before...
I hate it! (the designer should be fired!!)
It doesn’t do something I need...
It would be easy just to...
It’s ok, but what took so long?
“““““
Expert feedback
Types of feedbacka
I am going to both share my opinion on
what the problems are and actually
address them...
“
Implicit feedback
Types of feedbacka
Implicit feedback
Types of feedbacka
• Observing user behavior
Implicit feedback
Types of feedbacka
• Observing user behavior
• Objective metrics
Implicit feedback
Types of feedbacka
• Observing user behavior
• Objective metrics
• Speaks for the non-commenters
Implicit feedback
Types of feedbacka
• Observing user behavior
• Objective metrics
• Speaks for the non-commenters
• People don’t do what they say
Implicit feedback
Types of feedbacka
• Observing user behavior
• Objective metrics
• Speaks for the non-commenters
• People don’t do what they say
• Digg commenters are typical of this: “That’s why
I never come here anymore”!!
Reacting to feedback
Reacting to feedbackb
Reacting to feedback
Reacting to feedbackb
• First step: Don’t do anything!
Reacting to feedback
Reacting to feedbackb
• First step: Don’t do anything!
• Immediate reaction will be to go back to the old way
Reacting to feedback
Reacting to feedbackb
• First step: Don’t do anything!
• Immediate reaction will be to go back to the old way
• Hesitate to create a ‘back’ switch
Reacting to feedback
Reacting to feedbackb
• First step: Don’t do anything!
• Immediate reaction will be to go back to the old way
• Hesitate to create a ‘back’ switch
• Don’t paint yourself into corners
Reacting to feedback
Reacting to feedbackb
• First step: Don’t do anything!
• Immediate reaction will be to go back to the old way
• Hesitate to create a ‘back’ switch
• Don’t paint yourself into corners
• Don’t end up implementing a patchy fix instead
of seeing the problem
Reacting to feedback
Reacting to feedbackb
Reacting to feedback
Reacting to feedbackb
• Wait for a period and then collect the feedback
Reacting to feedback
Reacting to feedbackb
• Wait for a period and then collect the feedback
• Identify themes and strong ideas
Reacting to feedback
Reacting to feedbackb
• Wait for a period and then collect the feedback
• Identify themes and strong ideas
• Try to make quantifiable judgements
Reacting to feedback
Reacting to feedbackb
• Wait for a period and then collect the feedback
• Identify themes and strong ideas
• Try to make quantifiable judgements
• Cherry pick great ideas (especially from experts!)
Reacting to feedback
Reacting to feedbackb
• Wait for a period and then collect the feedback
• Identify themes and strong ideas
• Try to make quantifiable judgements
• Cherry pick great ideas (especially from experts!)
• Take implicit feedback seriously... could be the
opposite of the explicit feedback
Riots, petitions, mass-defection threats, etc.
Handling the extremes
Extreme feedbackc
Riots, petitions, mass-defection threats, etc.
Handling the extremes
Extreme feedbackc
• Take feedback seriously, but don’t sway your vision and don’t panic
Riots, petitions, mass-defection threats, etc.
Handling the extremes
Extreme feedbackc
• Take feedback seriously, but don’t sway your vision and don’t panic
• BE AS HONEST AS YOU CAN BE
Riots, petitions, mass-defection threats, etc.
Handling the extremes
Extreme feedbackc
• Take feedback seriously, but don’t sway your vision and don’t panic
• BE AS HONEST AS YOU CAN BE
• You don’t have to go into technical specifics, but...
Riots, petitions, mass-defection threats, etc.
Handling the extremes
Extreme feedbackc
• Take feedback seriously, but don’t sway your vision and don’t panic
• BE AS HONEST AS YOU CAN BE
• You don’t have to go into technical specifics, but...
• Don’t be unnecessarily vague
Riots, petitions, mass-defection threats, etc.
Handling the extremes
Extreme feedbackc
• Take feedback seriously, but don’t sway your vision and don’t panic
• BE AS HONEST AS YOU CAN BE
• You don’t have to go into technical specifics, but...
• Don’t be unnecessarily vague
• Try (key word!) to get out in front of issues...
Managing changeIterative design strategies
Challenge
Your design sucksTrust me, you can do better
Credit: Martin_Heigan
In-n-Out Contract work VS In-house work
Credit: Mark Trammell aka chasingfun
Handling feedbackWhat do people want and why do they want it?
Credit: Flickr user ‘notsogoodphotography’
Desire pathsDon’t try to predict everything
Credit: Phil Gyford
Adapt to ScaleIt’s a great problem to have
Subtraction is iteration tooTry to remove as much as you add
Credit: Rev Dan Catt
Realign, don’t redesignCameron Moll is clever
Credit:kimballhoman + (flickr)
so I can shoot them in the face”
Stuart Butterfield, Flickr
“Every time I hear a designer say the word
innovation I reach for my revolver....
March, 2008
Adapt to surviveIf iterative design isn’t instinctual, be convincing
Digg commentsA case study
Get it out there
Step 1
Add sophistication
Step 2
by dburka 20 minutes ago
by marktrammell 16 minutes ago
Of course, what McCain is trying to avoid anyone noticing is that the problem isn't regulators failing to do
their job; it's that that man he tapped to write his economic policy - Phil Gramm - removed oversight of the
instruments that are laying waste to the finance sector from the regulators' job descriptions.
Reply to this comment
Reply to this comment
We all know McCain is incompetent when it comes to the economy, and that Phil Gramm sold out the
finance sector. You would think they would have brought in someone with substance when Phil hit the road.
5 Replies to this comment
by kevinrose 10 minutes ago
We all know McCain is incompetent when it comes to the economy, and that Phil Gramm sold out
the finance sector.
5 Replies to this comment
by dburka 14 minutes ago
We all know McCain is incompetent when it comes to the economy, and that Phil Gramm sold out the
finance sector. You would think they would have brought in someone with substance when Phil hit the road.
by kurtwilms 12 minutes ago
We all know McCain is incompetent when it comes to the economy, and that Phil Gramm sold out
the finance sector. You would think they would have brought in someone with substance when
Phil hit the road.
5 Replies to this comment
Start revising
Step 3
Add multiple levels of nesting
Set goals
Reduce complexity of nesting
Discourage top-posting
Increase participation
Improve quality of discussions
Address scaling issues
Make things feel simpler & improve interactions
by dburka 20 minutes ago
by marktrammell 16 minutes ago
Of course, what McCain is trying to avoid anyone noticing is that the problem isn't regulators failing to do
their job; it's that that man he tapped to write his economic policy - Phil Gramm - removed oversight of the
instruments that are laying waste to the finance sector from the regulators' job descriptions.
Reply to this comment
Reply to this comment
We all know McCain is incompetent when it comes to the economy, and that Phil Gramm sold out the
finance sector. You would think they would have brought in someone with substance when Phil hit the road.
5 Replies to this comment
by kevinrose 10 minutes ago
We all know McCain is incompetent when it comes to the economy, and that Phil Gramm sold out
the finance sector.
5 Replies to this comment
by dburka 14 minutes ago
We all know McCain is incompetent when it comes to the economy, and that Phil Gramm sold out the
finance sector. You would think they would have brought in someone with substance when Phil hit the road.
by kurtwilms 12 minutes ago
We all know McCain is incompetent when it comes to the economy, and that Phil Gramm sold out
the finance sector. You would think they would have brought in someone with substance when
Phil hit the road.
5 Replies to this comment
Add multiple levels of nesting
Measure success
Reduce complexity of nesting
Discourage top-posting
Increase participation
Improve quality of discussions
Address scaling issues
Make things feel simpler & improve interactions
Add multiple levels of nesting
Measure success
Reduce complexity of nesting
Discourage top-posting
Increase participation
Improve quality of discussions
Address scaling issues
Make things feel simpler & improve interactions
Add multiple levels of nesting
Measure success
Reduce complexity of nesting
Discourage top-posting
Increase participation
Improve quality of discussions
Address scaling issues
Make things feel simpler & improve interactions
Add multiple levels of nesting
Measure success
Reduce complexity of nesting
Discourage top-posting
Increase participation
Improve quality of discussions
Address scaling issues
Make things feel simpler & improve interactions
Add multiple levels of nesting
Measure success
Reduce complexity of nesting
Discourage top-posting
Increase participation
Improve quality of discussions
Address scaling issues
Make things feel simpler & improve interactions
Add multiple levels of nesting
Measure success
Reduce complexity of nesting
Discourage top-posting
Increase participation
Improve quality of discussions
Address scaling issues
Make things feel simpler & improve interactions
Add multiple levels of nesting
Measure success
Reduce complexity of nesting
Discourage top-posting
Increase participation
Improve quality of discussions
Address scaling issues
Make things feel simpler & improve interactions
Add multiple levels of nesting
Measure success
Reduce complexity of nesting
Discourage top-posting
Increase participation
Improve quality of discussions
Address scaling issues
Make things feel simpler & improve interactions
One long year...( I’m sorry )
Credit: Flickr user xjrlokix
Then we got it rightWell... sort of
Gather feedbackExplicit and implicit
(Idea is to avoid feature creep and gauge success)
Set new goals
Make things feel simpler & improve interactions
Improve performance
Add most requested functionality
Create some compsSomewhere to start discussion
User test #1Focus group novices and experts
Ask for more feedbackReally? Yes.
Create refined compsIn this case html/css/js comps
ImplementWork closely with the development team
User test #2Perform task analysis
Things we didn’t doSet a public timeline
Try to get it perfect
Include everything people wanted
Launch it!Start gathering feedback again...
Summing up...
Credit: Flickr user ‘ucumari’
Summing up...Feedback, feedback, and more feedback
Credit: Flickr user ‘ucumari’
Summing up...Feedback, feedback, and more feedback
Follow how people actually use your system
Credit: Flickr user ‘ucumari’
Summing up...Feedback, feedback, and more feedback
Follow how people actually use your system
Credit: Flickr user ‘ucumari’
Subtraction is iteration too
Summing up...Feedback, feedback, and more feedback
Follow how people actually use your system
Credit: Flickr user ‘ucumari’
Subtraction is iteration too
Measurable goals are crucial
Summing up...Feedback, feedback, and more feedback
Follow how people actually use your system
Credit: Flickr user ‘ucumari’
Subtraction is iteration too
Measurable goals are crucial
Avoid concrete timelines and avoid bloat
Summing up...Feedback, feedback, and more feedback
Follow how people actually use your system
Credit: Flickr user ‘ucumari’
Subtraction is iteration too
Measurable goals are crucial
Avoid concrete timelines and avoid bloat
Leave time to iterate, in fact plan for it
Homework: Read Stewart Brand’s How Buildings Learn: What happens after they’re built
I’m dburkadigg flickr twitter dopplr clustershot last.fm
weblog: deltatangobravo.com email: daniel@digg.com