SlideShare uma empresa Scribd logo
1 de 37
Baixar para ler offline
GUERILLA OPTIMIZATION
         YOU ARE THE REVOLUTION




  BY MATTHEW NIEDERBERGER (@MATTHEWNL)
                      image: http://www.flickr.com/photos/thechef2020/4318554501/
gue·ril·la
          [from Spanish, diminutive of guerra war]




A member of an irregular, usually
indigenous military or paramilitary unit
operating in small bands in occupied
territory to harass and undermine the
enemy, as by surprise raids.




                                        image: http://www.flickr.com/photos/fijneman/2971210465/
OPTIMIZATION FAILS
WHEN YOU SURRENDER




          image: http://www.flickr.com/photos/portobeseno/2673925463/
“GUERILLA USABILITY IS ABOUT DEFEATING
THE OLD SCHOOL WAY OF THINKING IN A
SMART AND RESOURCEFUL MANNER.”
                          ~ MATTHEW NIEDERBERGER
“THE ONLY WAY TO SUPPORT A REVOLUTION
IS TO MAKE YOUR OWN.”
                                           ~ ABBIE HOFFMAN




                     image: http://www.flickr.com/photos/ibailemon/2870137723/
GUERILLA TACTICS


•   OPERATE IN SMALL TEAMS
•   REMAIN MOBILE
•   TAKE ADVANTAGE OF TERRAIN
•   MAINTAIN LOCAL SUPPORT
•   USE SMALL SUPPLIES OF ARMS
INSURGENT TRANSLATOR

        GUERILLANEES



              Keep your teams small, but skilled
              Be flexible with regards to projects and planning
              Make the most use of your unique knowledge
              Colleagues’ support matters more than management
              Get skilled in and make use of remote usability testing tools
                                                                              ✔
ONE MAN ARMY



         I AM NOT AFRAID OF YOU
            CORPORATE TYPES
BOOTCAMP



      IT’S TIME FOR A NEW REGIME
TIME TO GO TO BATTLE




           image: http://www.flickr.com/photos/olivierblaise/5522607861/
THE CRAZYEGG CONFLICT

PRE STRIKE CHECKLIST
- 1X CRAZYEGG ACCOUNT (WEAPON)
- 1X CMS AGENT (LOCAL SUPPORT)


CONFLICT BUDGET
- CRAZYEGG $9
- CHOCOLATES $3 (BRIBE FOR CMS AGENT)
THE CRAZYEGG CONFLICT

GATHER INTELLIGENCE
- SELECT AREA OF OPERATIONS



AREA 1 -> HOMEPAGE
AREA 2 -> LAST MINUTE PAGE
HOMEPAGE   HOMEPAGE
HOMEPAGE   HOMEPAGE   LAST MINUTES
HOMEPAGE      HOMEPAGE   LAST MINUTES


 PRODUCT

DESTINATION

   DATE




DEPARTURE


SEARCH TYPE


FREE SEARCH
THE CRAZYEGG CONFLICT

PLAN COUP D’ETAT
- REDESIGN STRUCTURE
BEHAVIORAL REDESIGN
      610 PIXELS

         VS

      280 PIXELS




              SAVED SPACE = ±54%
THE CRAZYEGG CONFLICT



     VIC ORY
“WHEN DICTATORSHIP IS A FACT,
REVOLUTION BECOMES A RIGHT.” ~ VICTOR HUGO




                         image: http://www.flickr.com/photos/nicoletbn/2877878649/
“THE MASSES ARE THE DECISIVE
ELEMENT, THEY ARE THE ROCK ON
WHICH THE FINAL VICTORY OF THE
REVOLUTION WILL BE BUILT.” ~ ROSA LUXEMBURG
REGROUP & REARM
                    UIT
               RECR
             &




        image: http://www.flickr.com/photos/olivierblaise/5523862218/
THE PANEL PROTOCOL

PRE STRIKE CHECKLIST
- 1X KISSINSIGHTS ACCOUNT (WEAPON)
- 1X WUFOO ACCOUNT (WEAPON)
- 1X MAILCHIMP ACCOUNT (WEAPON)
- 1X CMS AGENT (LOCAL SUPPORT)

CONFLICT BUDGET
- CRAZYEGG $9 (FRIENDLY CAPITALISTS)
- WUFOO FREE
- MAILCHIMP FREE
- GRANDE LATTE $4 (BRIBE FOR CMS AGENT)
THE PANEL PROTOCOL

GATHER INTELLIGENCE
- SELECT AREA OF OPERATIONS
- SELECT VISITOR SEGMENTS
- SETUP INTEGRATION
OPERATION KISS
SETUP SURVEY



DEFINE A QUESTION


DELETE ALL BUT 1 ANSWER
OPERATION KISS
CONFIGURE SURVEY




INVITE ALL VISITORS


REDIRECT TO SURVEY*



SINGLE CLICK CALL-TO-ACTION
OPERATION KISS
ALWAYS PREVIEW
OPERATION WUFOO
SETUP SURVEY



DEFINE SEGMENTS
OPERATION MONKEY
INTEGRATE FORCES
OPERATION MONKEY
MATCH DATA
OPERATION MONKEY
THE PANEL PROTOCOL
          P AR T I I
PRE STRIKE CHECKLIST
- THE PANEL PROTOCOL (WEAPON)
- 1X USABILLA ACCOUNT (WEAPON)



CONFLICT BUDGET
- THE PANEL PROTOCOL $13
- USABILLA FREE OR $49
THE PANEL PROTOCOL
           P AR T I I
PLAN OF ATTACK




                             HIPPO
         SALES
        PERSON




                 MARKETEER
THE PANEL PROTOCOL
         P AR T I I
JOINT STRIKE


TEST & RECRUIT SIMULTANEOUSLY
THE PANEL PROTOCOL




   THE ONE MAN VICTORY
FUNDING THE FIGHT

IT STARTS WITH YOU
- USE FREE OR CHEAP TOOLS
- PAY UPFRONT, AMAZE YOUR BOSS
- NO RESPECT? MAYBE FIND A BOSS WHO DOES
START YOUR BATTLE




THE SMELL OF VICTORY
- TRUST IN YOUR CAPABILITIES
- FIND COLLABORATORS
- OLD PROCESSES WERE MADE TO BE BROKEN
- YOU ARE THE FRONTLINE IN UCD
                       image: http://www.flickr.com/photos/olivierblaise/5523260813/
GRACIAS




@MATTHEWNL




       image: http://www.flickr.com/photos/olivierblaise/5523260813/

Mais conteúdo relacionado

Último

LRFD Bridge Design Specifications-AASHTO (2014).pdf
LRFD Bridge Design Specifications-AASHTO (2014).pdfLRFD Bridge Design Specifications-AASHTO (2014).pdf
LRFD Bridge Design Specifications-AASHTO (2014).pdfHctorFranciscoSnchez1
 
High-Quality Faux Embroidery Services | Cre8iveSkill
High-Quality Faux Embroidery Services | Cre8iveSkillHigh-Quality Faux Embroidery Services | Cre8iveSkill
High-Quality Faux Embroidery Services | Cre8iveSkillCre8iveskill
 
Construction Documents Checklist before Construction
Construction Documents Checklist before ConstructionConstruction Documents Checklist before Construction
Construction Documents Checklist before ConstructionResDraft
 
Designing for privacy: 3 essential UX habits for product teams
Designing for privacy: 3 essential UX habits for product teamsDesigning for privacy: 3 essential UX habits for product teams
Designing for privacy: 3 essential UX habits for product teamsBlock Party
 
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024Ted Drake
 
The future of UX design support tools - talk Paris March 2024
The future of UX design support tools - talk Paris March 2024The future of UX design support tools - talk Paris March 2024
The future of UX design support tools - talk Paris March 2024Alan Dix
 
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptx
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptxWCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptx
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptxHasan S
 
Embroidery design from embroidery magazine
Embroidery design from embroidery magazineEmbroidery design from embroidery magazine
Embroidery design from embroidery magazineRivanEleraki
 
Khushi sharma undergraduate portfolio...
Khushi sharma undergraduate portfolio...Khushi sharma undergraduate portfolio...
Khushi sharma undergraduate portfolio...khushisharma298853
 
Math Group 3 Presentation OLOLOLOLILOOLLOLOL
Math Group 3 Presentation OLOLOLOLILOOLLOLOLMath Group 3 Presentation OLOLOLOLILOOLLOLOL
Math Group 3 Presentation OLOLOLOLILOOLLOLOLkenzukiri
 
Models of Disability - an overview by Marno Retief & Rantoa Letšosa
Models of Disability - an overview by Marno Retief & Rantoa LetšosaModels of Disability - an overview by Marno Retief & Rantoa Letšosa
Models of Disability - an overview by Marno Retief & Rantoa Letšosaannemarleenolthof1
 
AMBER GRAIN EMBROIDERY | Growing folklore elements | Barbara Rakovska
AMBER GRAIN EMBROIDERY | Growing folklore elements | Barbara RakovskaAMBER GRAIN EMBROIDERY | Growing folklore elements | Barbara Rakovska
AMBER GRAIN EMBROIDERY | Growing folklore elements | Barbara RakovskaBarusRa
 
Design mental models for managing large-scale dbt projects. March 21, 2024 in...
Design mental models for managing large-scale dbt projects. March 21, 2024 in...Design mental models for managing large-scale dbt projects. March 21, 2024 in...
Design mental models for managing large-scale dbt projects. March 21, 2024 in...Ed Orozco
 
Create Funeral Invites Online @ feedvu.com
Create Funeral Invites Online @ feedvu.comCreate Funeral Invites Online @ feedvu.com
Create Funeral Invites Online @ feedvu.comjakyjhon00
 
UI UX Process for SaaS Product Design Success
UI UX Process for SaaS Product Design SuccessUI UX Process for SaaS Product Design Success
UI UX Process for SaaS Product Design SuccessThink 360 Studio
 
How to use Ai for UX UI Design | ChatGPT
How to use Ai for UX UI Design | ChatGPTHow to use Ai for UX UI Design | ChatGPT
How to use Ai for UX UI Design | ChatGPTThink 360 Studio
 
Unlocking Conversion_ The Art of Turning Visitors into Loyal Customers.pdf
Unlocking Conversion_ The Art of Turning Visitors into Loyal Customers.pdfUnlocking Conversion_ The Art of Turning Visitors into Loyal Customers.pdf
Unlocking Conversion_ The Art of Turning Visitors into Loyal Customers.pdfIBM
 
UX Conference on UX Research Trends in 2024
UX Conference on UX Research Trends in 2024UX Conference on UX Research Trends in 2024
UX Conference on UX Research Trends in 2024mikailaoh
 

Último (18)

LRFD Bridge Design Specifications-AASHTO (2014).pdf
LRFD Bridge Design Specifications-AASHTO (2014).pdfLRFD Bridge Design Specifications-AASHTO (2014).pdf
LRFD Bridge Design Specifications-AASHTO (2014).pdf
 
High-Quality Faux Embroidery Services | Cre8iveSkill
High-Quality Faux Embroidery Services | Cre8iveSkillHigh-Quality Faux Embroidery Services | Cre8iveSkill
High-Quality Faux Embroidery Services | Cre8iveSkill
 
Construction Documents Checklist before Construction
Construction Documents Checklist before ConstructionConstruction Documents Checklist before Construction
Construction Documents Checklist before Construction
 
Designing for privacy: 3 essential UX habits for product teams
Designing for privacy: 3 essential UX habits for product teamsDesigning for privacy: 3 essential UX habits for product teams
Designing for privacy: 3 essential UX habits for product teams
 
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024
 
The future of UX design support tools - talk Paris March 2024
The future of UX design support tools - talk Paris March 2024The future of UX design support tools - talk Paris March 2024
The future of UX design support tools - talk Paris March 2024
 
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptx
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptxWCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptx
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptx
 
Embroidery design from embroidery magazine
Embroidery design from embroidery magazineEmbroidery design from embroidery magazine
Embroidery design from embroidery magazine
 
Khushi sharma undergraduate portfolio...
Khushi sharma undergraduate portfolio...Khushi sharma undergraduate portfolio...
Khushi sharma undergraduate portfolio...
 
Math Group 3 Presentation OLOLOLOLILOOLLOLOL
Math Group 3 Presentation OLOLOLOLILOOLLOLOLMath Group 3 Presentation OLOLOLOLILOOLLOLOL
Math Group 3 Presentation OLOLOLOLILOOLLOLOL
 
Models of Disability - an overview by Marno Retief & Rantoa Letšosa
Models of Disability - an overview by Marno Retief & Rantoa LetšosaModels of Disability - an overview by Marno Retief & Rantoa Letšosa
Models of Disability - an overview by Marno Retief & Rantoa Letšosa
 
AMBER GRAIN EMBROIDERY | Growing folklore elements | Barbara Rakovska
AMBER GRAIN EMBROIDERY | Growing folklore elements | Barbara RakovskaAMBER GRAIN EMBROIDERY | Growing folklore elements | Barbara Rakovska
AMBER GRAIN EMBROIDERY | Growing folklore elements | Barbara Rakovska
 
Design mental models for managing large-scale dbt projects. March 21, 2024 in...
Design mental models for managing large-scale dbt projects. March 21, 2024 in...Design mental models for managing large-scale dbt projects. March 21, 2024 in...
Design mental models for managing large-scale dbt projects. March 21, 2024 in...
 
Create Funeral Invites Online @ feedvu.com
Create Funeral Invites Online @ feedvu.comCreate Funeral Invites Online @ feedvu.com
Create Funeral Invites Online @ feedvu.com
 
UI UX Process for SaaS Product Design Success
UI UX Process for SaaS Product Design SuccessUI UX Process for SaaS Product Design Success
UI UX Process for SaaS Product Design Success
 
How to use Ai for UX UI Design | ChatGPT
How to use Ai for UX UI Design | ChatGPTHow to use Ai for UX UI Design | ChatGPT
How to use Ai for UX UI Design | ChatGPT
 
Unlocking Conversion_ The Art of Turning Visitors into Loyal Customers.pdf
Unlocking Conversion_ The Art of Turning Visitors into Loyal Customers.pdfUnlocking Conversion_ The Art of Turning Visitors into Loyal Customers.pdf
Unlocking Conversion_ The Art of Turning Visitors into Loyal Customers.pdf
 
UX Conference on UX Research Trends in 2024
UX Conference on UX Research Trends in 2024UX Conference on UX Research Trends in 2024
UX Conference on UX Research Trends in 2024
 

Guerilla Optimization Tactics

  • 1. GUERILLA OPTIMIZATION YOU ARE THE REVOLUTION BY MATTHEW NIEDERBERGER (@MATTHEWNL) image: http://www.flickr.com/photos/thechef2020/4318554501/
  • 2. gue·ril·la [from Spanish, diminutive of guerra war] A member of an irregular, usually indigenous military or paramilitary unit operating in small bands in occupied territory to harass and undermine the enemy, as by surprise raids. image: http://www.flickr.com/photos/fijneman/2971210465/
  • 3. OPTIMIZATION FAILS WHEN YOU SURRENDER image: http://www.flickr.com/photos/portobeseno/2673925463/
  • 4. “GUERILLA USABILITY IS ABOUT DEFEATING THE OLD SCHOOL WAY OF THINKING IN A SMART AND RESOURCEFUL MANNER.” ~ MATTHEW NIEDERBERGER
  • 5. “THE ONLY WAY TO SUPPORT A REVOLUTION IS TO MAKE YOUR OWN.” ~ ABBIE HOFFMAN image: http://www.flickr.com/photos/ibailemon/2870137723/
  • 6. GUERILLA TACTICS • OPERATE IN SMALL TEAMS • REMAIN MOBILE • TAKE ADVANTAGE OF TERRAIN • MAINTAIN LOCAL SUPPORT • USE SMALL SUPPLIES OF ARMS
  • 7. INSURGENT TRANSLATOR GUERILLANEES Keep your teams small, but skilled Be flexible with regards to projects and planning Make the most use of your unique knowledge Colleagues’ support matters more than management Get skilled in and make use of remote usability testing tools ✔
  • 8. ONE MAN ARMY I AM NOT AFRAID OF YOU CORPORATE TYPES
  • 9. BOOTCAMP IT’S TIME FOR A NEW REGIME
  • 10. TIME TO GO TO BATTLE image: http://www.flickr.com/photos/olivierblaise/5522607861/
  • 11. THE CRAZYEGG CONFLICT PRE STRIKE CHECKLIST - 1X CRAZYEGG ACCOUNT (WEAPON) - 1X CMS AGENT (LOCAL SUPPORT) CONFLICT BUDGET - CRAZYEGG $9 - CHOCOLATES $3 (BRIBE FOR CMS AGENT)
  • 12. THE CRAZYEGG CONFLICT GATHER INTELLIGENCE - SELECT AREA OF OPERATIONS AREA 1 -> HOMEPAGE AREA 2 -> LAST MINUTE PAGE
  • 13. HOMEPAGE HOMEPAGE
  • 14. HOMEPAGE HOMEPAGE LAST MINUTES
  • 15. HOMEPAGE HOMEPAGE LAST MINUTES PRODUCT DESTINATION DATE DEPARTURE SEARCH TYPE FREE SEARCH
  • 16. THE CRAZYEGG CONFLICT PLAN COUP D’ETAT - REDESIGN STRUCTURE
  • 17. BEHAVIORAL REDESIGN 610 PIXELS VS 280 PIXELS SAVED SPACE = ±54%
  • 19. “WHEN DICTATORSHIP IS A FACT, REVOLUTION BECOMES A RIGHT.” ~ VICTOR HUGO image: http://www.flickr.com/photos/nicoletbn/2877878649/
  • 20. “THE MASSES ARE THE DECISIVE ELEMENT, THEY ARE THE ROCK ON WHICH THE FINAL VICTORY OF THE REVOLUTION WILL BE BUILT.” ~ ROSA LUXEMBURG
  • 21. REGROUP & REARM UIT RECR & image: http://www.flickr.com/photos/olivierblaise/5523862218/
  • 22. THE PANEL PROTOCOL PRE STRIKE CHECKLIST - 1X KISSINSIGHTS ACCOUNT (WEAPON) - 1X WUFOO ACCOUNT (WEAPON) - 1X MAILCHIMP ACCOUNT (WEAPON) - 1X CMS AGENT (LOCAL SUPPORT) CONFLICT BUDGET - CRAZYEGG $9 (FRIENDLY CAPITALISTS) - WUFOO FREE - MAILCHIMP FREE - GRANDE LATTE $4 (BRIBE FOR CMS AGENT)
  • 23. THE PANEL PROTOCOL GATHER INTELLIGENCE - SELECT AREA OF OPERATIONS - SELECT VISITOR SEGMENTS - SETUP INTEGRATION
  • 24. OPERATION KISS SETUP SURVEY DEFINE A QUESTION DELETE ALL BUT 1 ANSWER
  • 25. OPERATION KISS CONFIGURE SURVEY INVITE ALL VISITORS REDIRECT TO SURVEY* SINGLE CLICK CALL-TO-ACTION
  • 31. THE PANEL PROTOCOL P AR T I I PRE STRIKE CHECKLIST - THE PANEL PROTOCOL (WEAPON) - 1X USABILLA ACCOUNT (WEAPON) CONFLICT BUDGET - THE PANEL PROTOCOL $13 - USABILLA FREE OR $49
  • 32. THE PANEL PROTOCOL P AR T I I PLAN OF ATTACK HIPPO SALES PERSON MARKETEER
  • 33. THE PANEL PROTOCOL P AR T I I JOINT STRIKE TEST & RECRUIT SIMULTANEOUSLY
  • 34. THE PANEL PROTOCOL THE ONE MAN VICTORY
  • 35. FUNDING THE FIGHT IT STARTS WITH YOU - USE FREE OR CHEAP TOOLS - PAY UPFRONT, AMAZE YOUR BOSS - NO RESPECT? MAYBE FIND A BOSS WHO DOES
  • 36. START YOUR BATTLE THE SMELL OF VICTORY - TRUST IN YOUR CAPABILITIES - FIND COLLABORATORS - OLD PROCESSES WERE MADE TO BE BROKEN - YOU ARE THE FRONTLINE IN UCD image: http://www.flickr.com/photos/olivierblaise/5523260813/
  • 37. GRACIAS @MATTHEWNL image: http://www.flickr.com/photos/olivierblaise/5523260813/