1. Working titles
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)
Credit: Flickr user ‘justin0842’
2. Ground rules
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
via istockphoto.com
4. Today’s agenda
1. Get the basics out of the way
Credit: Flickr user S.O.F.T.
5. Today’s agenda
1. Get the basics out of the way
2. Designing for engagement
Credit: Flickr user S.O.F.T.
6. Today’s agenda
1. Get the basics out of the way
2. Designing for engagement
3. Positive behaviors by design
Credit: Flickr user S.O.F.T.
7. Today’s agenda
1. Get the basics out of the way
2. Designing for engagement
3. Positive behaviors by design
4. Handling (lots of) user feedback
Credit: Flickr user S.O.F.T.
8. Today’s agenda
1. Get the basics out of the way
2. Designing for engagement
3. Positive behaviors by design
4. Handling (lots of) user feedback
5. Iterative design strategies + a case study
Credit: Flickr user S.O.F.T.
9. Today’s agenda
1. Get the basics out of the way
2. Designing for engagement
3. Positive behaviors by design
4. Handling (lots of) user feedback
5. Iterative design strategies + a case study
+ Your suggestions
Credit: Flickr user S.O.F.T.
69. • Too basic, too static
Cons
Digg top users list
70. • Too basic, too static
• Frustrating to climb ladder once others established
Cons
Digg top users list
71. • Too basic, too static
• Frustrating to climb ladder once others established
Cons
Digg top users list
• Taps into negative self-interest as well
72. • Too basic, too static
• Frustrating to climb ladder once others established
Cons
Digg top users list
• Taps into negative self-interest as well
• Cutthroats climb ladder at any cost
73. • Too basic, too static
• Frustrating to climb ladder once others established
Cons
Digg top users list
• Taps into negative self-interest as well
• Cutthroats climb ladder at any cost
• Creates very influential users
75. • Easy to understand: simple sum
Prostop users list
Digg
76. • Easy to understand: simple sum
• Fantastic incentive to participate at the beginning
Prostop users list
Digg
77. • Easy to understand: simple sum
• Fantastic incentive to participate at the beginning
Prostop users list
Digg • Taps into peoples’ self-interest in a positive way
78. • Easy to understand: simple sum
• Fantastic incentive to participate at the beginning
Prostop users list
Digg • Taps into peoples’ self-interest in a positive way
• Healthy competition when benefit is low
79. • Easy to understand: simple sum
• Fantastic incentive to participate at the beginning
Prostop users list
Digg • Taps into peoples’ self-interest in a positive way
• Healthy competition when benefit is low
• Creates recognizable ‘celebrity’ contributors
88. I don't like it a bit. What was wrong with the current one?
89. I don't like it a bit. What was wrong with the current one?
Looks like your average small company website.
90. 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.
91. 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.
98. Feedback isn’t binary
• Much more than a simple “it’s good” or “it sucks”
• Many factors:
• Timing
99. Feedback isn’t binary
• Much more than a simple “it’s good” or “it sucks”
• Many factors:
• Timing
• User type
100. Feedback isn’t binary
• Much more than a simple “it’s good” or “it sucks”
• Many factors:
• Timing
• User type
• Setting
101. Feedback isn’t binary
• Much more than a simple “it’s good” or “it sucks”
• Many factors:
• Timing
• User type
• Setting
• Community type
102. Feedback isn’t binary
• Much more than a simple “it’s good” or “it sucks”
• Many factors:
• Timing
• User type
• Setting
• Community type
• Etc...
104. Off the top of my head
Collecting feedback
Feedback at Digg, Pownce, silverorange
Email Twitter, blogs, etc
Comments!
Press Focus groups
Phone
Stats Forums
Conferences Parties!
Townhalls Internal conversations Task analysis
109. Young vs Established
• Pownce was relatively young
• ~270,000 users
• Just over a year and a half old
110. Young vs Established
• Pownce was relatively young
• ~270,000 users
• Just over a year and a half old
• Digg is relatively old
111. 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
112. 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
116. Young vs Established
• Feedback has less volume
• Less feedback is easier to parse
• Less feedback makes it harder to find patterns
117. 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
118. 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
119. 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
123. Young vs Established
• Feedback has more volume
• Difficult to parse and handle
• Patterns are less prone to error
124. Young vs Established
• Feedback has more volume
• Difficult to parse and handle
• Patterns are less prone to error
• People have invested themselves
125. 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
126. 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
127. 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
128. 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...
129. Types of feedback
a
Types of feedback
• Different types require different responses, carry
different weights
130. Types of feedback
a
Positive feedback
“
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.
131. Types of feedback
a
Bug reports
“
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.
132. Types of feedback
a
Negative feedback
“ 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?
133. Types of feedback
a
Expert feedback
“ I am going to both share my opinion on
what the problems are and actually
address them...
136. Types of feedback
a
Implicit feedback
• Observing user behavior
• Objective metrics
137. Types of feedback
a
Implicit feedback
• Observing user behavior
• Objective metrics
• Speaks for the non-commenters
138. Types of feedback
a
Implicit feedback
• Observing user behavior
• Objective metrics
• Speaks for the non-commenters
• People don’t do what they say
139. Types of feedback
a
Implicit feedback
• 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”!!
142. Reacting to feedback
b
Reacting to feedback
• First step: Don’t do anything!
• Immediate reaction will be to go back to the old way
143. Reacting to feedback
b
Reacting to feedback
• First step: Don’t do anything!
• Immediate reaction will be to go back to the old way
• Hesitate to create a ‘back’ switch
144. Reacting to feedback
b
Reacting to feedback
• 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
145. Reacting to feedback
b
Reacting to feedback
• 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
147. Reacting to feedback
b
Reacting to feedback
• Wait for a period and then collect the feedback
148. Reacting to feedback
b
Reacting to feedback
• Wait for a period and then collect the feedback
• Identify themes and strong ideas
149. Reacting to feedback
b
Reacting to feedback
• Wait for a period and then collect the feedback
• Identify themes and strong ideas
• Try to make quantifiable judgements
150. Reacting to feedback
b
Reacting to feedback
• 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!)
151. Reacting to feedback
b
Reacting to feedback
• 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
152. c Extreme feedback
Handling the extremes
Riots, petitions, mass-defection threats, etc.
153. c Extreme feedback
Handling the extremes
Riots, petitions, mass-defection threats, etc.
• Take feedback seriously, but don’t sway your vision and
don’t panic
154. c Extreme feedback
Handling the extremes
Riots, petitions, mass-defection threats, etc.
• Take feedback seriously, but don’t sway your vision and
don’t panic
• BE AS HONEST AS YOU CAN BE
155. c Extreme feedback
Handling the extremes
Riots, petitions, mass-defection threats, etc.
• 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...
156. c Extreme feedback
Handling the extremes
Riots, petitions, mass-defection threats, etc.
• 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
157. c Extreme feedback
Handling the extremes
Riots, petitions, mass-defection threats, etc.
• 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...
173. “Every time I hear a designer say the word
innovation I reach for my revolver....
so I can shoot them in the face”
Stuart Butterfield, Flickr
March, 2008
179. by dburka 20 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
by marktrammell 16 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
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.
Step 3
5 Replies to this comment
by kurtwilms 12 minutes ago
Start revising
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.
Reply to this comment
by kevinrose 10 minutes ago
180. Set goals
Add multiple levels of nesting
Reduce complexity of nesting
Discourage top-posting
Increase participation
Improve quality of discussions
Address scaling issues
Make things feel simpler & improve interactions
181. by dburka 20 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
by marktrammell 16 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
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.
5 Replies to this comment
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.
Reply to this comment
by kevinrose 10 minutes ago
182.
183.
184. Measure success
Add multiple levels of nesting
Reduce complexity of nesting
Discourage top-posting
Increase participation
Improve quality of discussions
Address scaling issues
Make things feel simpler & improve interactions
185. Measure success
Add multiple levels of nesting
Reduce complexity of nesting
Discourage top-posting
Increase participation
Improve quality of discussions
Address scaling issues
Make things feel simpler & improve interactions
186. Measure success
Add multiple levels of nesting
Reduce complexity of nesting
Discourage top-posting
Increase participation
Improve quality of discussions
Address scaling issues
Make things feel simpler & improve interactions
187. Measure success
Add multiple levels of nesting
Reduce complexity of nesting
Discourage top-posting
Increase participation
Improve quality of discussions
Address scaling issues
Make things feel simpler & improve interactions
188. Measure success
Add multiple levels of nesting
Reduce complexity of nesting
Discourage top-posting
Increase participation
Improve quality of discussions
Address scaling issues
Make things feel simpler & improve interactions
189. Measure success
Add multiple levels of nesting
Reduce complexity of nesting
Discourage top-posting
Increase participation
Improve quality of discussions
Address scaling issues
Make things feel simpler & improve interactions
190. Measure success
Add multiple levels of nesting
Reduce complexity of nesting
Discourage top-posting
Increase participation
Improve quality of discussions
Address scaling issues
Make things feel simpler & improve interactions
191. Measure success
Add multiple levels of nesting
Reduce complexity of nesting
Discourage top-posting
Increase participation
Improve quality of discussions
Address scaling issues
Make things feel simpler & improve interactions
195. Set new goals
(Idea is to avoid feature creep and gauge success)
Make things feel simpler & improve interactions
Improve performance
Add most requested functionality
205. Summing up...
Feedback, feedback, and more feedback
Credit: Flickr user ‘ucumari’
206. Summing up...
Feedback, feedback, and more feedback
Follow how people actually use your system
Credit: Flickr user ‘ucumari’
207. Summing up...
Feedback, feedback, and more feedback
Follow how people actually use your system
Subtraction is iteration too
Credit: Flickr user ‘ucumari’
208. Summing up...
Feedback, feedback, and more feedback
Follow how people actually use your system
Subtraction is iteration too
Measurable goals are crucial
Credit: Flickr user ‘ucumari’
209. Summing up...
Feedback, feedback, and more feedback
Follow how people actually use your system
Subtraction is iteration too
Measurable goals are crucial
Avoid concrete timelines and avoid bloat
Credit: Flickr user ‘ucumari’
210. Summing up...
Feedback, feedback, and more feedback
Follow how people actually use your system
Subtraction is iteration too
Measurable goals are crucial
Avoid concrete timelines and avoid bloat
Leave time to iterate, in fact plan for it
Credit: Flickr user ‘ucumari’