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Presented at Book Camp NY on December 4, 2010. Briefly covers how Rosenfeld Media is trying to better engage with its customers.
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! ! User Experience + !Publishing
Lou Rosenfeld •" Rosenfeld Media •" rosenfeldmedia.com
BookCamp New York •" 12/4/10
UX in one slide
• Problem: Complex problems and services are hard to design
• Solution: Cross-disciplinary design--lots of different brains, methods, perspectives
• User Experience: A growing cross-disciplinary community of designers; the collection of methods they use to solve complex problems
What does UX mean for publishers?
• UX goal: engage users with products and services
• Publishing goal: engage readers with authors
• So how do we better engage with readers? with authors?
How can we engage with customers?
• By being transparent
• By cultivating mutual empathy
• By delighting them
• By being generous with them
• By making engaging content
Transparency through treating customer service as dialogueCustomer service provided by publisher and dedicated staff (first hire)
Reward customers for finding problems
Fix problems even if they’re not our fault
Fix problems fast and for good if they’re our fault
Empathy by showing your workWe researched what worked well--and didn’t--with the books our community used for work. Result: design checklist.
We then tested a LuLu prototype of our first book with readers
+ +
Result: books that work well.
Empathy by allowing customers to help
We created ePub versions for our backlist, and asked customers to evaluate them in return for free books.
5 evaluations of each title x 1 hour per evaluation x 7 titles = 35 hours of incredibly useful help
+ +
Delight bymaking the books beautiful
Delight byoffering major formats (and more)
Five formats•"4 color paperback•"ePUB•"MOBI• PDF for on-screen• PDF for printing
...and no DRM
Delight through instant ebook downloading
Delight bybeing accessible
Death to exhibition halls!
We take our UX Bookmobile to the people
...and we talk with them there
Generosity by giving (the right) content away
All book illos available via Flickr
Generosity by supporting any club or event
We retweet all UX book-related events (our books or not)
...and sponsor just about every UX-related event (comps + discount code)
Generosity by providing a free service to UX book fans
UX Zeitgeist: communal library of UX books, articles, and topics; provides ability to create public lists
bookpage user’s
listpage
Making content engaging
Book-in-progress sites draw in readers, encourage engagement in developing book content
Mixed results...
...but strong SEO benefit
#3
#5
#6
Where we’ve failed
• Velocity: UX practices don’t help our authors write faster
• Middlemen: Amazon destroys our ability to engage with customers
What’s next: Filling gaps in the UX ecosystem
Move from publisher of UX books to purveyor of UX expertise
Introduce new ways to engage customers and experts
• engaging with top UX expertise: our authors, others’ authors, and non-author experts by...
• brokering short consulting engagements
• brokering in-house workshops
Thanks!
Rosenfeld Media"
www.rosenfeldmedia.com
457 Third Street, #4RBrooklyn, NY 11215 USA
[email protected] +1.718.568.9756