Redesign Must Die (updated Feb 2014)

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Information about Redesign Must Die (updated Feb 2014)

Published on February 18, 2014

Author: lrosenfeld

Source: slideshare.net

Description

A radically updated version of a talk I initially gave in 2009 or thereabouts. Presented at InControl, Orlando, FL, USA, Feb 18, 2014.

Redesign Must Die Louis Rosenfeld •  Rosenfeld Media Orlando, Florida •  18 February 2014

1998: Ann Arbor, Michigan

Before the redesign

Before the redesign

Before the redesign

Before the redesign

A Ribbon Cutting

After the redesign

After the redesign

After the redesign

After the redesign

1998

1998 2000

1998 2003 2000

1998 2000 2003 2005

1998 2000 2003 2005 2007

1998 2000 2003 2005 2007 2010

And now

And now

And now

And now

“Insanity is doing the same thing over and over again but expecting different results.”

individual vanity “Insanity is doing the same thing over and over again but expecting different results.”

individual & organizational stupidity vanity “Insanity is doing the same thing over and over again but expecting different results.”

Who’s to blame? Who’s to blame?

Misdiagnostics Attempting the impossible “boil the ocean” in no time at great cost Believing the unbelievable unwarranted claims from agencies and software vendors Becoming irresponsible unwarranted declarations of victory at the expense of our teams and users

1993: Ann Arbor, Michigan

Complex Adaptive Systems Entity consisting of many diverse and autonomous components or parts (called agents) which are interrelated, interdependent, linked through many (dense) interconnections, and behave as a unified whole in learning from experience and in adjusting (not just reacting) to changes in the environment.

Examples of CAS

Examples of CAS

Examples of CAS

Your site is a moving target built on moving targets

Your site is a moving target built on moving targets Control this?

So who’s to blame?

So who’s to blame? No one and everyone

How to stop playing God in 5 easy steps 1. Swap control for prioritization 2. Embrace evolution over revolution 3. Emphasize process over projects 4. Use anchors to counterbalance reaction 5. Sneak in governance at the grass roots

1. Swap control for prioritization

A handful of queries/tasks/ways to navigate/features/ documents meet the needs of your most important audiences A little goes a long way

A handful of queries/tasks/ways to navigate/features/ documents meet the needs of your most important audiences A little goes a long way

A handful of queries/tasks/ways to navigate/features/ documents meet the needs of your most important audiences A little goes a long way

A handful of queries/tasks/ways to navigate/features/ documents meet the needs of your most important audiences A little goes a long way

A handful of queries/tasks/ways to navigate/features/ documents meet the needs of your most important audiences A little goes a long way

(and the tail is quite long)

(and the tail is quite long)

(and the tail is quite long)

(and the tail is quite long)

(and the tail is quite long)

Zipf in text

Zipf is The Truth Not just search queries, but... • Documents • Features • Audience segments • and more...

George Zipf, your portfolio manager Each layer is cumulative layer information architecture usability content strategy 0 indexed by search engine leave it alone leave it alone tagged by users squeaky wheel issues addressed refresh annually 1 2 tagged by experts (non- test with a service (e.g., topical tags) UserTesting.com) 3 tagged by experts (topical tags) 4 deep links to support contextual navigation refresh monthly “traditional” lab-based user testing titled according to guidelines A/B testing structured according to schema

Prioritize each step... ...into a report card... ...then rinse and repeat More here: http://tinyurl.com/84yxpoo

2. Embrace evolution over revolution

What do they want and when do they want it?

Closer look

IRS before taxes due

IRS before taxes due

IRS after taxes due

3. Emphasize process over projects

Keeping design and research “regular”... Example: the rolling content inventory

Moving from process to cadence

Cadence in text Weekly Call center data trend analysis 2 – 4 hours behavioral/quantitative Task analysis 4 – 6 hours behavioral/quantitative Exploratory analysis of site analytics data 8 – 10 hours behavioral/qualitative User survey 16 – 24 hours attitudinal/quantitative Net Promoter Score study 3 – 4 days attitudinal/quantitative Field study 4 – 5 days behavioral/qualitative Quarterly Annually

4. Use anchors to counterbalance reaction

pace layering

Anchors are familiar beasts • Charter statement • Mission statement • Vision statement • Values statement http://www.gogamestorm.com/

Ultimately you’re flying the airplane while fixing 5. Sneak in governance it at the grass roots

Ultimately you’re flying the airplane while fixing 5. Sneak in governance it at the grass roots

Buy candy for strangers

Develop a pidgin KPI goals segments personas Dave Gray’s boundary matrix: http://bit.ly/gWoZQm

It ain’t easy, but... 1. Swap control for prioritization 2. Embrace evolution over revolution 3. Emphasize process over projects 4. Use anchors to counterbalance reaction 5. Sneak in governance at the grass roots

Say hello Lou Rosenfeld Rosenfeld Media  www.louisrosenfeld.com • @louisrosenfeld www.rosenfeldmedia.com • @rosenfeldmedia

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