Aaron Weyenberg - Listening and Learning - A story of a Redesign

There’s an old African proverb that says “If you want to go fast, go alone. If you want to go far, go together.” In this session, Aaron will share how this maxim helps guide TED’s product decisions in service of ideas worth spreading. You’ll hear about TED’s redesign and how it involves its user community – from research to agile deployment – to inform product development.

Transcript

1. @aweyenberg Aaron Weyenberg · UX / Product developer
2. What is ?
4. I’m a 19 year old student from Poland. I want to help you spread ideas. If you want me to, I can translate videos into Polish. From: Jan Pomianowski To: TED Subject: Translation
5. I want to translate your videos into Korean. From: Stacy Hong To: TED Subject: Translation
6. If I could provide you with Hebrew subtitles, would you host subtitled versions of the TED talks? From: Neil Jordan To: TED Subject: Translation
8. Open Translation Project 15k volunteers 52k translations 104 languages
9. We’d like to host an event with you in Amsterdam. Dear TED,
10. We’d like to host an event with you in Brazil. Dear TED,
11. We’d like to host an event with you in China. Dear TED,
12. We’d like to host an event with you in Dubai. Dear TED,
15. Photo: Jean-Jacques Halans
16. Photo: Bartosz Pawlik
17. Photo: Aaron Tang
18. Photo: Will Mworia
19. events around the world 9.6k events 2.3k cities 159 countries
21. It’s time to evolve.
22. Accommodate growing ecosystem Redesign goals
23. Accommodate growing ecosystem Reflect evolving mission Redesign goals
24. Accommodate growing ecosystem Reflect evolving mission Modernize Redesign goals
26. If you want to to fast, go alone. If you want to go far, go together. – African proverb
28. Good designers are good listeners.
30. Who are we designing for?
34. Archetypes Newbie Link follower Researcher Routiner Commuter Multitasker Remoter Gorger Conversationalist Language learner Inspiration seeker Completist
35. Archetypes Portion of audience High Low
36. Link follow er New bie Inspiration seeker Routiner Com m uter M ultitasker Researcher Conversationalist G orger Rem oter Language learner Com pletist Archetypes Portion of audience High Low
37. Browse mode Rare Often Frequency Serendipitous Specific
38. Browse mode Rare Often Remoter Newbie, Link follower Inspiration seeker Non-English Commuter, Multitasker, Routiner Completist Conversationalist Researcher Frequency Serendipitous Specific Gorger
39. Understanding our audience helps us identify the most valuable features
40. Understanding our audience helps us say “no”
41. Understanding our audience helps us make design decisions
42. Understanding our audience helps us prioritize
43. Photo: Mike Femia
44. Listening by testing AND vs. OR
45. Interviews Loosely guided, filmed, blend of qualitative and quantitative data.
46. Guerilla Done in the wild, close ended tasks, great for mobile & tablets.
47. Rapid course correction Iterative, small sample sizes, designed to let us fail fast and cheap.
48. 0% 100% 75% 50% 25% 0 3 6 9 12 15 Number of test users Usability problems discovered How many users do I need? (Usability problem frequency: 30%)
49. 0% 100% 75% 50% 25% 0 3 6 9 12 15 Usability problems discovered Number of test users 5 users gives us an 85% chance of catching usability issues How many users do I need? (Usability problem frequency: 30%)
55. Listening to feedback Opt-in Beta
56. 0 5k 0 4 8 12 16 Beta period (weeks) 1k 2k 3k 4k Number of users Beta population
57. 0 5k 0 4 8 12 16 Beta period (weeks) 1k 2k 3k 4k Number of users Beta population
60. agile vs Agile
61. agile vs Agile
62. Release Listen & learn Fix & iterate Increase load agile vs Agile
63. Release Listen & learn Fix & iterate Increase load agile vs Agile
64. Listen & learn Fix & iterate Increase load Release agile vs Agile
65. Fix & iterate Increase load Release Listen & learn agile vs Agile
66. Release Listen & learn Fix & iterate Increase load agile vs Agile
67. Release Listen & learn Fix & iterate Increase load agile vs Agile
68. 0 5k 0 4 8 12 16 Number of users Beta period (weeks) 1k 2k 3k 4k Beta population
69. 0 5k 0 4 8 12 16 Number of users Beta period (weeks) 1k 2k 3k 4k Beta 1 Beta 2 Beta 3 Beta 4 Beta population
70. Suggestions Nostalgia General feedback Bugs
71. The new.ted.com is great, just the thumbnail mouse over on the main page is crazy, your goal is nothing else but to avoid them.” @schneidertobias “
72. New TED redesign – mouseover animations are overdone and I wish they'd kill those multi-sized thumbnail boxes already” @jordansthings “
73. You can definitely visit new.ted.com - just make sure not to hover over any of the talk modules” @twahlin “
76. Listening from the war room Full site switchover
78. March 3 March 4 Traffic to new site 1.7MM PV 200k PV
79. “1,700 talks and none of them are of soccer.” Marcos
80. “Does an app exist that donates body to science in case of death?” Ernesto
81. “Is this possible, asteroids which come to earth have big impact on earth, but if a system which opens up in space and becomes big air bag, can bounce them in different direction.” Name not given
82. It’s just the beginning
84. I just wanted to thank everybody that's contributing to TED by sharing all those wonderful videos online. They inspire me a lot, and in return I try to inspire others. You are like a catalyst for making positive changes. I thank you again for uploading truly life-changing information to the Internet. Have a very nice day!” Alice “