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