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Kill The Website Launch, Zack Rosen

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Taken from the Future of Web Design, San Francisco 2015 Conference. https://futureofwebdesign.com/san-francisco-2015/

'Website Launch' is one of the most dreaded words for designers and clients alike because, (1) websites are inherently complex; (2) the technology is always underappreciated; and (3) the process requires agreement amongst stakeholders who typically veto forward progress, usually at the last minute. No matter how hard we try, rarely does someone say, 'I love my website' even though everyone knows it’s the face of business. But it’s not the website that is broken it is the approach to a website launch that is broken. In the hypercompetitive environment of digital, social and mobile engagement, agencies and their clients need to throw out the notion of 'The Launch' and move to a more agile process where there are iterative deadlines and launches, killer web teams, and the right combination of technology and tools. In this session you will learn how to adopt an agile website development model; remove redundancy and repetition from the web design process; leverage technology to support continuous web design and development; build a recurring revenue relationship with clients and deliver a new level of user engagement, giving them a reason to come back again and again.

Publicada em: Design
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Kill The Website Launch, Zack Rosen

  1. 1. Kill the Website Relaunch @Zack zack@pantheon.io
  2. 2. Why website relaunches always turn into humongous shit shows
  3. 3. My Background CEO, Co-Founder Partner Owner
  4. 4. Three major website relaunches since 2009
  5. 5. Relaunched 350+ client websites
  6. 6. Over 100,000 website launches
  7. 7. Website Relaunches
  8. 8. Hey! I’m relaunching my company’s website! This is fun!
  9. 9. More like
  10. 10. Nobody has left the office in days
  11. 11. That WordPress + SalesForce + Marketo form field integration feature that is a must have has taken 4 weeks, not 4 days
  12. 12. You have 132 of the old site’s 11,124 articles imported
  13. 13. Where are we on cross-browser and mobile testing? HAHAHAHAHAHA!
  14. 14. What launch day is supposed to be like
  15. 15. What launch day is really like
  16. 16. What launch day is really like
  17. 17. Why do website relaunches always turn into humungous shit shows?
  18. 18. Websites are inherently complex The technology is always under-appreciated The process requires buy-in by armies of stakeholders who mysteriously appear from the shadows of your organization to try and veto your forward progress, usually at the last minute. #1 #2 #3
  19. 19. Websites are inherently complex #1
  20. 20. What is your website?
  21. 21. Years upon years of writing effort by your content team Your website is
  22. 22. Your website is Days and days of debate in your conference room about ‘what’s the most important thing we need to say’ on our homepage Your website is
  23. 23. Thousands of hours of SEO tweaks, JavaScript embeds, and clever marketing hacks Your website is
  24. 24. The bio of your company president that always needs updating Your website is
  25. 25. Thousands, tens of thousands of lines of code (every one in which needs to load fast and be secure) Your website is
  26. 26. Thousands, tens of thousands of lines of code (every one in which needs to load fast and be secure) Your website is
  27. 27. The backlog of tickets, bugs, improvements, 
 and design comps stretching out for years Your website is
  28. 28. A stack of technology a dozen layers thick 24x7 On-Call Security High Performance High Availability Dev/Test/Live Workflow Version Control LAMP Operating System Hardware Your website is Content Management System
  29. 29. Your Website is ALL of these things
  30. 30. When you contemplate a relaunch this is what you are staring down
  31. 31. The technology is always under appreciated #2
  32. 32. Not built for professional marketers
  33. 33. Website Technology for Professionals 65% 35%
  34. 34. Website DevOps Requirements 24x7 On-Call Security High Performance High Availability Dev/Test/Live Workflow Version Control LAMP Operating System Hardware Website DevOps
  35. 35. Software Engineering Skills Spectrum Low Level Engineers Software Engineers Creatives C Python, Ruby HTML, CSS Systems Engineering 24x7 On-Call Security High Performance High Availability Dev/Test/Live Workflow Version Control LAMP Operating System Hardware Website DevOps
  36. 36. What you expect website traffic to look like 4.75 9.5 14.25 19 Day1 Day2 Day3 Day4 Day5 Day6 Day7 Day8 Day9 Day10 Day11 Day12 Day13 Day14 Day15 Day16 Day17 Day18 Day19 Day20 Day21 Day22 Day23 Day24 Day25 Day26 Day27 Day28
  37. 37. What website traffic actually looks like 0 50 100 150 200 Day1 Day2 Day3 Day4 Day5 Day6 Day7 Day8 Day9 Day10 Day11 Day12 Day13 Day14 Day15 Day16 Day17 Day18 Day19 Day20 Day21 Day22 Day23 Day24 Day25 Day26 Day27 Day28 I’m Internet Fam ous!
  38. 38. The process requires buy-in by armies of stakeholders who mysteriously appear from the shadows of your organization to try and veto your forward progress (usually at the last minute) #3
  39. 39. Who cares about your website?
  40. 40. Who cares about your website? CEO VP Sales Head of HR Intern Everyone at your company cares about your website
  41. 41. More money is invested in Websites ($130B) than all of Digital Advertising ($114B) 42 Your website is your brand, online
  42. 42. Who are they comparing you to?
  43. 43. But here is what nobody mentions Apple’s first website
  44. 44. It took them years of iterative improvements:
  45. 45. Why do website relaunches always turn into humungous shit shows?
  46. 46. Websites are inherently complex The technology is always under-appreciated The process requires buy-in by armies of stakeholders who mysteriously appear from the shadows of your organization to try and veto your forward progress, usually at the last minute. #1 #2 #3
  47. 47. But what’s the alternative?
  48. 48. Let’s take a step back
  49. 49. What can website teams learn from software companies?
  50. 50. Damn you and your phenomenal digital user experiences!
  51. 51. Damn you and your phenomenal digital user experiences!
  52. 52. What in the hell are we going to do about: ?
  53. 53. Do you remember the days of crappy software?
  54. 54. What happened? How did software get so good?
  55. 55. How we used to make software
  56. 56. I got some great great ideas for our next version of software!
  57. 57. Hurray! Now I’ll go call my husband and tell him not expect to see me for two years.
  58. 58. Five years later
  59. 59. I can’t wait to install this sweet box of software I’m buying in a store!
  60. 60. How Internet era companies ship software
  61. 61. Agile Software Development
  62. 62. Releases improvements twenty times a day on average
  63. 63. Waterfall Relaunch Months or years long projects Big bang high stakes releases Mid stream re-prioritization is death Agile Teams Work broken down into weeks (sprints) Continuous releases when features are ready Re-prioritization is constant as you learn
  64. 64. Applying the agile model your website team
  65. 65. Who has an agile website team? Deploy substantive changes to their site twice a week on average
  66. 66. How agile website teams work Company Julie Sam
  67. 67. How agile website teams work Julie Sam Sam
  68. 68. Five steps to an agile website team
  69. 69. Find out how often you release Hey Tony: Tell me, how often do we release new features
 to our website? #1
  70. 70. H#1 Find out how often you release What’s your limiting step?
  71. 71. H#2 Get the necessary tools 24x7 On-Call Security High Performance High Availability Dev/Test/Live Workflow Version Control LAMP Operating System Hardware Website DevOps Don’t DIY your DevOps Implement Dev/Test/Live workflow
  72. 72. HURRAY YOU LAUNCHED! Make launch day the best day
  73. 73. Manage your website in sprints Week 8 Week 7 Week 6 Week 5 Week 4 Week 3 Week 2 Week 1 VS #3 Waterfall Agile Design Build Release 1 Design – Build – Test – Release 1 Design – Build – Test – Release 2 Design – Build – Test – Release 3 Design – Build – Test – Release 4 Test
  74. 74. Hey Madeleine, Do you think we can get my request into the next website sprint? #4 Train your stakeholders
  75. 75. Do retrospectives and apply what you learn#5 What worked well that we should continue doing? What did we learn? What one thing should we do differently next time? At the end of each sprint, get everyone together to discuss:
  76. 76. Five steps to an agile website team Find out how often you currently release substantive changes to your website#1 #2 #3 #4 #5 Put in the place the necessary tooling (dev/test/live) Manage releases in two week sprints Train your stakeholders Do retrospectives at the end of each sprint
  77. 77. A special word to Agencies in the room
  78. 78. Ok, so I need to make a few small changes: I’ve decided to put five bathrooms right here in the middle.. Websites aren’t houses
  79. 79. Why website relaunches always turn into humongous shit shows
  80. 80. Websites are inherently complex The technology is always under-appreciated The process requires buy-in by armies of stakeholders who mysteriously appear from the shadows of your organization to try and veto your forward progress, usually at the last minute. #1 #2 #3
  81. 81. Waterfall Relaunch Months or years long projects Big bang high stakes releases Mid stream re-prioritization is death Agile Teams Work broken down into weeks (sprints) Continuous releases when features are ready Re-prioritization is constant as you learn
  82. 82. Five steps to an agile website team Find out how often you currently release substantive changes to your website#1 #2 #3 #4 #5 Put in the place the necessary tooling (dev/test/live) Manage releases in two week sprints Train your stakeholders Do retrospectives at the end of each sprint
  83. 83. Why website relaunches always turn into humongous shit shows Thank you! @Zack zack@pantheon.io

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