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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?
What fuels web design?
    Code • Graphics • Modules • Drupal
What fuels web design?
    Code • Graphics • Modules • Drupal


   Strategy • Process • Consultation
What fuels web design?
       Code • Graphics • Modules • Drupal


      Strategy • Process • Consultation

Function • Meaning • Delight • Evolution
How clients see you:
How clients see you:
        Builder
How clients see you:
        Builder


       Architect
How clients see you:
              Builder


             Architect

Indispensable advisor & co-creator
Photo: midorisyu on Flickr




        Best testimonial ever?
        “They did everything we asked.”
Best testimonial ever:
“Our sales* increased by 150%.”
  *or mailing list / donor base / reach…
      fill in your business goal here.
Photo: Kara Allyson on Flickr




                 Good questions
                 & bad questions
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
Photo: Piulet on Flickr




                    Good answers
                    & bad answers
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    Stronger portfolio,
effective sites        testimonials & referrals

Exceed your clients’   Customer loyalty
expectations           & retention

Happy clients          Save yourself redoing
                       work for free
The Business Case
 for Better Questions
Outcome                Benefit
Create better, more    Stronger portfolio,
effective sites        testimonials & referrals

Exceed your clients’   Customer loyalty
expectations           & retention

Happy clients          Save yourself redoing
                       work for free
The Business Case
 for Better Questions
Outcome                Benefit
Create better, more    Stronger portfolio,
effective sites        testimonials & referrals

Exceed your clients’   Customer loyalty
expectations           & retention

Happy clients          Save yourself redoing
                       work for free
The Business Case
 for Better Questions
Outcome                Benefit
Create better, more    Stronger portfolio,
effective sites        testimonials & referrals

Exceed your clients’   Customer loyalty
expectations           & retention

Happy clients          Save yourself redoing
                       work for free
Turning Good Questions
  Into Good Processes




    Flowchart Flowchart: Kev Gilmour on Flickr
Documentation
Documentation
Business & functional req’s
Documentation
Business & functional req’s
• WHO: Audience segments: who are they,
  and what are they here to do?
Documentation
Business & functional req’s
• WHO: Audience segments: who are they,
  and what are they here to do?

• WHAT & WHERE: Business requirements
Documentation
Business & functional req’s
• WHO: Audience segments: who are they,
  and what are they here to do?

• WHAT & WHERE: Business requirements
• WHY: Measures of success
Documentation
Business & 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
Documentation
Business & 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
Photo: Don Tapscott by Kris Krug (kk+ on Flickr)


                        Story:
                   Macrowikinomics
                    strikes back.
Get curious.
(Your clients will thank you.)
Anything you want
   to ask me?
Thank you.
www.raisedeyebrow.com
www.thebossofyou.com

    @laurenbacon

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Curious for a Living - PNW Drupal Summit