Curious for a Living - PNW Drupal Summit
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Transcript of Curious for a Living - PNW Drupal Summit
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Being Curious for a Living
How asking questions creates loyal clients (and better websites)
Lauren Bacon, Raised Eyebrow Web Studio@laurenbacon
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Hi, I’m Lauren.
And I am not a (very good) coder.
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Better questions build• Stronger relationships
• Better products
• Profitable projects
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Drilling Down:What fuels web design?
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What fuels web design?
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Code • Graphics • Modules • Drupal
What fuels web design?
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Strategy • Process • Consultation
Code • Graphics • Modules • Drupal
What fuels web design?
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Function • Meaning • Delight • Evolution
Strategy • Process • Consultation
Code • Graphics • Modules • Drupal
What fuels web design?
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How clients see you:
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Builder
How clients see you:
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Architect
Builder
How clients see you:
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Indispensable advisor & co-creator
Architect
Builder
How clients see you:
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Best testimonial ever?“They did everything we asked.”
Photo: midorisyu on Flickr
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“Our sales* increased by 150%.”
*or mailing list / donor base / reach…fill in your business goal here.
Best testimonial ever:
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Good questions & bad questions
Photo: Kara Allyson on Flickr
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Questions clients ask
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Questions clients ask
• Where will people find it?
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Questions clients ask
• Where will people find it?
• Where will they hear about it?
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Questions clients ask
• Where will people find it?
• Where will they hear about it?
• Who will help us get the word out?
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Questions 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?
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Questions 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?
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Ask better questions.
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Who?
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Who?• Who is it for?
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Who?• Who is it for?
• Who are your competitors?
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What?
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What?• What is its purpose?
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What?• What is its purpose?
• What are the 3 most critical things you want your visitors to do?
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What?• 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?
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Where?
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Where?• Where does it fit into your overall
organizational / brand / communications strategy?
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When?
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When?• When it launches, how will you
maintain and develop it further?
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How?
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How?• How will you measure success?
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How?• How will you measure success?
• How do you want your audience to feel when they interact with you?
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Why?
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Why?• Why are we building it?
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Story: datadotgc.ca
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Good answers & bad answers
Photo: Piulet on Flickr
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Why?
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Why?Bad answer:
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Why?Bad answer:
Because everyone else has one.
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Why?
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Why?Better answers:
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Why?Better answers:• Because it serves our business goals.
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Why?Better answers:• Because it serves our business goals.
• Because it’s our #1 user-requested feature.
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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).
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Who?
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Who?Bad answers:
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Who?Bad answers:
Everyone
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Who?Bad answers:
Everyone
or
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Who?Bad answers:
Everyone
or
Death by demographics
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Who?
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Who?Better answers:
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Who?Better answers:• Descriptors
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Who?Better answers:• Descriptors
• Profiles
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Who?Better answers:• Descriptors
• Profiles
• User stories (What do they want to do, and why?)
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What?
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What?Bad answer:
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What?Bad answer:
Increase sales.
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What?
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What?Better answers:
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What?Better answers:• Increase sales of X by __% by [date],
using the following techniques & strategies…
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What?Better answers:• Increase sales of X by __% by [date],
using the following techniques & strategies…
• Improve cart usability & thereby decrease abandonment by 10%.
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…So, speaking of“Why?”
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The Business Case for Better Questions
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
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The Business Case for Better Questions
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
![Page 69: Curious for a Living - PNW Drupal Summit](https://reader034.fdocuments.us/reader034/viewer/2022052619/5550d0bdb4c90599308b4de1/html5/thumbnails/69.jpg)
The Business Case for Better Questions
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
![Page 70: Curious for a Living - PNW Drupal Summit](https://reader034.fdocuments.us/reader034/viewer/2022052619/5550d0bdb4c90599308b4de1/html5/thumbnails/70.jpg)
The Business Case for Better Questions
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
![Page 71: Curious for a Living - PNW Drupal Summit](https://reader034.fdocuments.us/reader034/viewer/2022052619/5550d0bdb4c90599308b4de1/html5/thumbnails/71.jpg)
Turning Good Questions Into Good Processes
Flowchart Flowchart: Kev Gilmour on Flickr
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Documentation
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DocumentationBusiness & functional req’s
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DocumentationBusiness & functional req’s• WHO: Audience segments: who are they,
and what are they here to do?
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DocumentationBusiness & functional req’s• WHO: Audience segments: who are they,
and what are they here to do?
• WHAT & WHERE: Business requirements
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DocumentationBusiness & functional req’s• WHO: Audience segments: who are they,
and what are they here to do?
• WHAT & WHERE: Business requirements
• WHY: Measures of success
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DocumentationBusiness & functional req’s• WHO: Audience segments: who are they,
and what are they here to do?
• WHAT & WHERE: Business requirements
• WHY: Measures of success
• HOW: Technical specs
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DocumentationBusiness & functional req’s• WHO: Audience segments: who are they,
and what are they here to do?
• WHAT & WHERE: Business requirements
• WHY: Measures of success
• HOW: Technical specs
• WHEN: Phase 2 wishlist
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Story:Macrowikinomics
strikes back.
Photo: Don Tapscott by Kris Krug (kk+ on Flickr)
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Get curious.(Your clients will thank you.)
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Anything you want to ask me?
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Thank you.www.raisedeyebrow.comwww.thebossofyou.com
@laurenbacon