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