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Redesign Must Die

Louis Rosenfeld •  Rosenfeld Media
Orlando, Florida •  18 February 2014
1998: Ann Arbor, Michigan
Before the redesign
Before the redesign
Before the redesign
Before the redesign
A Ribbon Cutting
After the redesign
After the redesign
After the redesign
After the redesign
1998
1998

2000
1998

2003

2000
1998

2000

2003

2005
1998

2000

2003

2005

2007
1998

2000

2003

2005

2007

2010
And now
And now
And now
And now
“Insanity is doing the same
thing over and over again but
expecting different results.”
individual
vanity

“Insanity is doing the same
thing over and over again but
expecting different results.”
individual & organizational
stupidity
vanity

“Insanity is doing the same
thing over and over again but
expecting different results.”
Who’s to blame?

Who’s to blame?
Misdiagnostics

Attempting the impossible
“boil the ocean” in no time at
great cost
Believing the unbelievable
unwarranted claims from agencies
and software vendors
Becoming irresponsible
unwarranted declarations of
victory at the expense of
our teams and users
1993: Ann Arbor, Michigan
Complex Adaptive Systems

Entity consisting of many diverse and autonomous
components or parts (called agents) which are
interrelated, interdependent, linked through many
(dense) interconnections, and behave as a unified
whole in learning from experience and in adjusting
(not just reacting) to changes in the environment.
Examples of CAS
Examples of CAS
Examples of CAS
Your site is a moving target
built on moving targets
Your site is a moving target
built on moving targets

Control this?
So who’s to blame?
So who’s to blame?
No one and everyone
How to stop playing God
in 5 easy steps
1. Swap control for prioritization
2. Embrace evolution over revolution
3. Emphasize process over projects
4. Use anchors to counterbalance reaction
5. Sneak in governance at the grass roots
1. Swap control
for prioritization
A handful of queries/tasks/ways to navigate/features/
documents meet the needs of your most important audiences

A little goes a long way
A handful of queries/tasks/ways to navigate/features/
documents meet the needs of your most important audiences

A little goes a long way
A handful of queries/tasks/ways to navigate/features/
documents meet the needs of your most important audiences

A little goes a long way
A handful of queries/tasks/ways to navigate/features/
documents meet the needs of your most important audiences

A little goes a long way
A handful of queries/tasks/ways to navigate/features/
documents meet the needs of your most important audiences

A little goes a long way
(and the tail is quite long)
(and the tail is quite long)
(and the tail is quite long)
(and the tail is quite long)
(and the tail is quite long)
Zipf in text
Zipf is The Truth
Not just search queries, but...

• Documents
• Features
• Audience segments
• and more...
George Zipf, your
portfolio manager

Each layer is
cumulative

layer

information
architecture

usability

content strategy

0

indexed by search
engine

leave it alone

leave it alone

tagged by users

squeaky wheel issues
addressed

refresh annually

1
2

tagged by experts (non- test with a service (e.g.,
topical tags)
UserTesting.com)

3

tagged by experts
(topical tags)

4

deep links to support
contextual navigation

refresh monthly

“traditional” lab-based
user testing

titled according to
guidelines

A/B testing

structured according to
schema
Prioritize each step...

...into a report card...

...then rinse
and repeat

More here:
http://tinyurl.com/84yxpoo
2. Embrace evolution
over revolution
What do they want and when do they
want it?
Closer look
IRS before taxes due
IRS before taxes due
IRS after taxes due
3. Emphasize
process over projects
Keeping design and research
“regular”...

Example: the rolling content inventory
Moving from process
to cadence
Cadence in text
Weekly
Call center data trend analysis

2 – 4 hours

behavioral/quantitative

Task analysis

4 – 6 hours

behavioral/quantitative

Exploratory analysis of site analytics data

8 – 10 hours

behavioral/qualitative

User survey

16 – 24 hours

attitudinal/quantitative

Net Promoter Score study

3 – 4 days

attitudinal/quantitative

Field study

4 – 5 days

behavioral/qualitative

Quarterly

Annually
4. Use anchors to
counterbalance
reaction
pace
layering
Anchors are
familiar beasts
• Charter statement
• Mission statement
• Vision statement
• Values statement
http://www.gogamestorm.com/
Ultimately you’re flying
the airplane while fixing
5. Sneak in governance
it
at the grass roots
Ultimately you’re flying
the airplane while fixing
5. Sneak in governance
it
at the grass roots
Buy candy for strangers
Develop a pidgin
KPI
goals
segments
personas

Dave Gray’s boundary matrix: http://bit.ly/gWoZQm
It ain’t easy, but...
1. Swap control for prioritization
2. Embrace evolution over revolution
3. Emphasize process over projects
4. Use anchors to counterbalance reaction
5. Sneak in governance at the grass roots
Say hello

Lou Rosenfeld
Rosenfeld Media 
www.louisrosenfeld.com • @louisrosenfeld
www.rosenfeldmedia.com • @rosenfeldmedia

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Redesign Must Die (updated Feb 2014)