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Archive for March 2009

Posted by Patrick Neeman | March 31, 2009

Cool Website Tuesdays: Wufoo

wufoo

Wufoo is a very effective and easy to use form building tool that allows normal people (i.e. marketing managers and other non-techies) to build web forms quickly and easily without knowing programming. The form entries are collected in a database, and can be exported out to Microsoft Excel.

Or, isn’t Excel the marketing manager’s best friend?

You can have your designers make design changes with a CSS editing area, but the forms are designed to be very usable (I was impressed), and for short term form management, this is a great tool. For a longer term project, it’s better to go with custom programming.

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Posted by Patrick Neeman | March 30, 2009

Seven Reasons Why Agile And Scrum Works For Web User Experience

I just recently appeared on a panel talking about Agile development and User Experience, the benefits and the pitfalls. It was fun to have a discussion with people of other thought processes about agile and waterfall, but I’m a huge proponent of doing development and User Experience this way.

My first experience with Agile was April 2001, and I’ve run several projects with it since. That original project was as Product Manager for Escrow.com, and we ran iterations for almost a solid year (close to 20 iterations or sprints).

The result? A profitable company with a profitable product.

Three of the projects I worked on went by the wayside. There’s no accounting for issues with company culture. However, five others, including Escrow.com, launched successfully and have had varying degrees of business success. Agile doesn’t guarantee a breakthrough product, the hope is that it removes development process as a risk.

This first thing I’m going to do is define Agile development so we’re all on the same page.

Agile methodologies, or cultures, generally have the following:

  • Short development cycles of two to four weeks and are usually called iterations or sprints depending if you’re using Scrum or Extreme Programming.
  • Almost daily communication through short meetings, called standup meetings. They report what you are working on yesterday, today and tomorrow so any issues can be discovered early. The purpose of the meetings is to encourage further communication offline. Therefore, meetings are short. If you’re going over 15 minutes, it’s too long.
  • Development progress that is measured through what’s called burndown and the product backlog.
  • Clients, or product owners, that are intimately aware of progress and prioritize based on product needs. Everyone has a voice in what the product is.
  • A process that is adapted to the team. They own the process so they get to use elements that work for them.
  • This is key: people who are upfront about their responsibilities and don’t hide their roadblocks.

It’s also key to note that I used the word “generally,” because the process is defined by the teams that use it. So, some may only use elements of Agile and Scrum.

I’ve seen Agile work well for products that require constant improvements, but it’s hard to adapt it to a new development unless you have some time to adjust the process while people are learning. Short projects of less than a month make it hard to do a scrum-like process. I can’t imagine using Agile for a hardware-based product.

But for the web, where everything is changing, it’s great.

Here’s how to convince most User Experience teams that Agile can work:

You get direct access to the developers

One of the major complaints I have about most waterfall environments is that once you write the functional requirements and wireframes, you’re pretty much done. Developers push back, you miss 25 to 30 percent of the requirements because you just didn’t know or no one read your requirements, and there’s always the, “Well, that’s not what I meant” misunderstandings because there was a different interpretation of the wireframes.

I’ve run a Scrum-like process over the phone (I’m doing so for a current project), and the main purpose of the methodologies is to encourage more communication; with daily meetings and constant touching, you usually can walk over to the developer and ask to see the work.

If there’s an issue of the design not working the way you want it to, you can negotiate with the developer to build it in a way that achieves everyone’s goals.

While you don’t get to do as much research, what you do get is to see your work in action sooner

Waiting three months until you see your work turned into real software or website development? This is the process for you. The rub is that most of the time, you’ll get to do two weeks to a month of research at the very most before developing wireframes, or user stories, and that’s okay. Unless you’re inventing the new iPhone, why would you want to do that?

Usually you develop a lot of areas with stubs (i.e. “We’ll do that later, but just put a page there.”) and concentrate on the big functionality. Your initial stab at what to build is called sprint or iteration zero, and in most environments you’ll stay one iteration ahead of the developers. This gives you a little time to move and adapt; and, in some ways, it doesn’t allow you to over think a feature.

From Agile Product Design:

User experience people working on Agile teams become masters of development time travel, nimbly moving back and forth through past, present and future development work.

You’ll see your work as they build it, and you’ll also spot issues in days instead of weeks.

Agile doesn’t mean no requirements. It means requirements that work for the team.

Since the team decides how to build the process, that means the requirements can take whatever form the team wants them to take. If you can’t do wireframes or HTML mock-ups that fast (I can), then this process will be a tough learning curve. However, one of the panelists had a great idea: go to another website that has approximate functionality and copy it, beacause how many times do we need to redesign a lost password process?

I’m a big proponent of the whiteboard or throwing the wireframes up on the wall in printed format; talking through a feature instead of looking at it in a PDF is a much more effective way of communication.

To mitigate direction issues, what I did was develop a really high level style guide to make sure we had a holistic view of the system, then did not annotate wireframes. The developers knew just the form or text elements; and if they had a question about functionality, either they asked about it in the stand up meeting or contacted me separately. Occasionally, I was diving into the code myself to write error messaging, which was okay.

Sometimes, it’s not what you communicate but what you don’t have to communicate that makes all the difference in the world.

If there was particular communication that we felt wasn’t needed, we would cut it out of the process. Who  reads all the requirements, anyway? Usually just the User Experience folks do, while arguing with the developers. That’s an important distinction. If management is forcing something down on the team, Agile isn’t going to work. It’s not about the tools; it’s about the people using them.

If your initial pass doesn’t work, it’s not stuck in the final product.

While there’s not a lot of time for formal testing, there’s plenty of time for guerrilla usability testing. That means you have to bring in or find some test subjects to throw against your ideas. This does not mean you should write formal reports, (there’s not enough time for that) but it does mean you should do enough testing to make sure your product is going in the right direction. You won’t spot every issue, like rocks and sand: you’ll catch the rocks and have to worry about the sand later.

It allows you to fail quicker. If there’s something you spot that’s really, really off-base, you can propose to fix it in the next iteration.

The other members of the team may agree. I’ve pulled features in previous environments without serious implications, and all we lost was a week’s worth of work or less.

Smart Agile teams also pair user experience designers with quality assurance analysts to write test plans for test-driven development. Developers would recieve test cases even before they started development so they knew what they were aiming it. This is great, because QA is one of the best groups of people to do usability testing on. They spot potential issues even before the developers do.

On a few projects that I’ve been on, we saw a 50 percent drop in defects reported and had fewer reworked features.

That’s huge.

You can see progress almost immediately.

One of the biggest frustrations of working in software development is waiting for something to be built. Agile takes away some of that frustration because instead of developers waiting until the last three weeks of a three month project to show results, developers can agree upon delivered features after the first iteration.

This creates a sort of washing machine effect to gathering requirements  and software development. You keep moving toward a common goal of building the final product. Instead of seeing huge leaps of functionality with possible huge leaps in missing the target, tasks are built in bite-sized chunks so you have a better idea of meeting your goal. You also get an idea of whether or not your estimates for building the product are on base, and what you have to adjust before.

It’s about making it to the finish line, one inch at a time.

The 80-hour workweeks are gone… sort of.

One of the rules we had at Escrow.com is that no one worked over 45 hours a week; and if they did, I kicked them out of the office. Two similar projects that I worked on had the same approach.

This was very important from a few standpoints:

  • Developers and User Experience designers without a life are angry people.
  • Tired developers are ineffective.
  • Estimates only are effective if there’s a decent control mechanism.

The main benefit was getting a true gauge of process. How many have been on projects where the developers worked slowly until the last month, then crammed a bunch of hours in to the get to the finish line? How good was that product, really?

Doing estimates well is essential to Scrum and Agile, because then you can accurately decide what’s important and what’s not.

At BidRx, only after we attached Scrum did we get an accurate assessment of what was possible from a User Experience and Development standpoint in a sprint.

That means that developers and user experience designers have to have a good idea of what they can produce within the framework of a normal workweek. Being wrong the first couple of sprints is fine, as long as you can get closer each time. Remember, it’s about attaching iterations to the process as well as the product.

Your voice is heard, period.

One of the greatest things about Agile development is that everyone has a voice. That means that if there’s something you don’t like in the process or the application you are building, you can express your opinion instead of being on the other side of the wall from the developers.

There’s always a user advocate in the process of building the product.

The conculsion

Agile isn’t for everyone; however, when it does work, it works well. It does require a different mindset, and there are flaws to overcome.

Random Thoughts mentions the following downfalls:

  • Loss of the holistic view of the system
  • No time to prototype everything before development starts
  • Lack of extensive requirements
  • More development teams working simultaneously, same UX resources
  • Fast delivery means less time for testing and iteration
  • Loss of time for user research projects and general research and development
  • A need to track UX worth and work before a project is completed

I only agree with the two that are in bold. That said, we have to try something different, because waterfall isn’t working.

Some other links:

Blog posts:

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Posted by Patrick Neeman | March 29, 2009

QuickTip Sundays: Online Marketing Summit And Be Extremely Clear What The Website Is About

oms

Online Marketing Summit is one of my clients, and I’ve been working with them on doing some slight changes to redesign their site. The base design was very attractive and functional; we’re going through the process of making improvements to make the site more usable and effective. The Online Marketing Summit has a very strong core audience, but they need to reach out to new attendees in regional markets that could benefit from these networking and educational events.

How did we attempt to make it extremely clear?

It’s called Online Marketing Summit for a reason

Just the title alone is a great draw.

It’s a long company title (and even longer URL), but there’s no question the people that get to the site are potential attendees, which in other words guarantees targeted users. It’s not clever, it’s not cute, it just states exactly what the event is about: online marketing. The partnership with ClickZ adds extra credibility because they are a website that’s very popular with online marketing professionals.

Som websites use a motto or a headline that’s way too vague — most of the time, it’s just better to say exactly what the product or event is, and how it will benefit them.

The navigation at the top of the site clearly states this is an event. “Cities and Agendas”, “Register Now” and “Speakers” doesn’t make it seem like an e-commerce site, that’s for sure.

Use headlines that clearly state why an attendee would want to go

The headlines and each action item we used were:

  • What: Join The OMS Regional Whistle Stop Tour
  • Why: Learn from the Marketing Experts
  • How: “Next Steps”
  • When and where: Event cities and dates

Additionally, we emphasized particular words in the main call to action graphic (“best practices”, “expert online practitioners”, “share ideas”, “marketing peers in 13 cities”) that may attract attention. Sometimes content gets lost in the mix, so emphasis of certain words helps the user scan content. Don’t over do it though.

Call to actions are very clear and allow for active or passive participation

All of the call to actions were labeled with active words (“Register Now”, “Get Updates”, “Get Certified”, “Win A Free Entry”) that allowed the user either to be active about signing up (“Register Now”) or passive that they can sign up later (“Get Updates”,  “Win A Free Entry”).

According to some of the event companies, almost 75 percent of their entries for events come in the two weeks prior to the event, especially for regional conferences. Capturing the passive audience is very, very important; they will need to be reminded to be attend.

This target audience is a marketing group, so they don’t mind the site being junked up with a few extra call to actions as long as it’s effective and designed well. That’s important, knowing your audience.

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Posted by Patrick Neeman | March 28, 2009

Silly Saturdays: The MacBook Wheel From Apple


Apple Introduces Revolutionary New Laptop With No Keyboard

What I want to know is how much the Onion spends on these videos.

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Posted by Patrick Neeman | March 26, 2009

Podcast: About Headlines With Linda Coss

Welcome a to podcast with Linda Coss, author and a web marketing content expert based out of Orange County, California. Her site is Plumtree Marketing. Today, we talk about the importance of great headlines.

Download the MP3.

[podcast]/_podcast/usabilitycounts.com-006.mp3[/podcast]

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Posted by Linda Coss | March 25, 2009

Marketing Wednesdays: Ask for Referrals

“Word of mouth” is one of the most valuable forms of advertising. It’s powerful, effective, and very inexpensive! Your satisfied customers can be your best spokespeople and biggest cheerleaders.

However, even happy customers can use reminders that they ought to “tell a friend.” How can you encourage customers to do so? Here are some ideas:

  • Create a formal “tell a friend” program whereby you reward your customers for spreading the word.
    Include a flier about your business and the products and services you offer with each purchase; encourage customers to pass this flier on to a friend.
  • If you have a “bricks and mortar” office or store, place an attractive sign in a visible place encouraging clients to tell their friends about your business.
  • If you send out regular emails to your customers, add a P.S. suggesting that they forward the email on to others who may be interested.
  • Order a roll of pre-printed “We love referrals” or “I’m never too busy for your referrals” stickers, and place these on your letters, envelopes, brochures, invoices and other printed materials.
  • Ask! A great time to bring up the subject is just after your customer has expressed their satisfaction with your product or service. “I’m so glad you’re happy,” you could say. “Do you know of anyone else that could benefit from our service? I would certainly appreciate the referral!”

A positive testimonial about your company – delivered directly from your satisfied customer to a potential customer – is one of the most powerful forms of advertising there is. It pays to encourage your customers to tell their friends about your business.

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Posted by Patrick Neeman | March 21, 2009

Silly Saturdays: More Dilbert

dilbert_user_interface

Yeah, that’s about right. Stolen from Dilbert.

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Posted by Patrick Neeman | March 19, 2009

Consultant Thursdays: How To Avoid Bad Clients

This article is brutal, but I think all consultants have dealt with some of these scenarios.

I like the tips even better.

Here are some ways you too can avoid bad clients:

  • Thoroughly research your prospective clients before working with them
  • Discuss and outline all project details before accepting a client
  • Be honest with yourself, and don’t take on new clients out of desperation
  • Follow your instincts, and don’t take on clients that give you a bad feeling
  • Watch out for catch-phrases, under or over communication, and other potential clues of a bad client

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Posted by Patrick Neeman | March 17, 2009

Cool Website Tuesdays: The Website Is Down (.com)

You just can’t make this stuff up. I like the sales guy simulator.

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Posted by Patrick Neeman | March 14, 2009

Silly Saturdays: Micromachine Man

So…funny.

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About Patrick Neeman
And Usability Counts

Patrick NeemanPatrick Neeman is an User Experience and Social Media Strategist that spends a lot of time in seat 14D on United Airlines. His days on the ground are in San Francisco, Seattle, Vancouver (BC), Portland and Los Angeles.

He thinks the internet is a fad, and has thought so for the last 12 years, along with dinosaurs, the pet rock, and Tainted Love covers.

Patrick is currently working on something very cool with Microsoft that's going to change the landscape of social media and personal communication. His past experience includes Microsoft (again), Disney (twice), MySpace, Realtor.com, BlackBerry, WebEx, Orbitz, eBay (twice), and Stamps.com.

He is a featured speaker about User Experience and Social Media, and is an instructor for the Online Marketing Institute.

Read more | Send him an email