Learn To Call Your Own Baby Ugly

Colleen Jones

Noah Berger / Associated Press archive

Do you work on UX for… • Someone else’s product? • Your own product?

Motivation Of The Side Gig Entrepreneur

…it often morphs into something deeper, as people realize that their side businesses allow for a creative expression and satisfaction that can be hard to find in their full-time jobs.

Kimberly Palmer The Economy of You: Discover Your Inner Entrepreneur and Recession-Proof Your Life

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The ContentWRX Vision

It’s a time-consuming chore to pull data from many tools.

Problems with Evaluating Content

FRAGMENTATION People are obsessed with behavioral metrics.

PARADIGM Our analytics team has different priorities.

We have some myopic insights, not a company-wide view.

SILOS

THE CONTENTWRX VISION

It’s rewarding to see our progress + to tell that

story to our stakeholders.

I see opportunities for some “quick wins” + bigger

changes.

It’s a relief to set realistic expectations of content impact with executives.

If we influence what users think, we also

influence what they do.

From Vision to Concept

YOUR WEB / MOBILE SITE

YOUR USERS / CUSTOMERS

MANAGER DIRECTOR

Curated Research + Examples

CREATOR STRATEGIST

Scoring Algorithm Comparison

Over Time Industry

Comparisons Best-in-Content-Class

Comparisons

EVIDENCE-BASED SURVEY

CLOUD HOSTING

USER PERCEPTION + BEHAVIOR

Web Metrics

Biz Metrics

METRICS INTEGRATION

So, we built a prototype. Then, we built a beta.

So, we built a prototype. Then, we built a beta.

Then, we started to build 1.0.

HAPPY + READY TO GO!

Getting to 1.0: 2 Somewhat Bitter Pills to Swallow

1

Clarify System Status

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Before

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Before

?

No Score Yet

Users still can’t read our minds.

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After: Microcopy = Big Impact

•  Clear

•  Friendly

•  Useful

•  Actionable

2

Give More Transparency

Don’t drown users in data + content, right?

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Before: Cryptic

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After: Useful

More useful data + content actually is more.

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Layer with Tabs

Quick Access to Details

“Everything takes more time than you thought, everything costs more money than you thought, and almost everything turns out not quite as cool as you expected.“

Merlin Mann

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DISCOURAGED

Getting to 1.0: 1 Spoonful of Sugar

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We Got Process Right

•  Business case + funding

•  Vision + concept

•  Initial product backlog

•  Initial release plan

•  Stakeholder buy-in

•  Assemble team

Sprint Planning Meeting

Daily Cycle

Product Increment

Sprint Retrospective Sprint Review

Update Product Backlog

Preparation

Process 1.X Releases

Roles Product Owner Team Members Stakeholders Users

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1.0+ = Cooler Than Expected

Questions?