Bikeshedding Cycle and the Vicious Feedback • Hey everyone, I’m Drew Schrauf, the Creative Technologist at Reactive. • Reasonably new to agency life - one of first things noticed when working with clients - uncanny ability to provide feedback on mundane deals - ignoring the most important parts • everyone in this room asked to make logo bigger half a dozen times while building site - then done a death march around UAT time to fix those big functional issues that were missed. • Project late - client pissed - you’re wondering how they didn’t see glaring issue until too late

Time spent INVERSELY PROPORTIONATE value to its is • isn’t isolated to web dev. • 1957 - Cyril Parkinson coined Parkinson’s Law • "The time spent on any item of the agenda will be in inverse proportion to the sum [of money] involved". • The typical example given is this:

It’s pronounced “nu-cular” • Here’s a plan for nuclear power plant that you guys have contracted me to build.

• And here’s where the employees are going to park their bikes. • If I asked for feedback - most about the bike shed • This example is actually what gave rise to the term “bikeshedding”.

Power plants arehard • Critically analysing the power plant is HARD. • So many moving parts - one small mistake - next Chernobyl • What’s more - hired me for a reason - done this before - you’d rightly assume I’ve done checks and balances • On the other hand - can’t even ride a bike - could start half a dozen conversations about • Colour • Hanging bikes or ground • The security system • List goes on ! • This is the same thing you see with your clients every day.

Websites arehard • Websites are hard. • Reason they handed over keys - trusted you to build website • Plenty of simple things left - size of logo • Fair enough - why comment at all? • Can’t they leave to professionals?

Why? • Generalising - lost control - scared • Website redesigns - ruined companies before - client’s head that will roll • Anything they can do to make it a success - they’ll do • Don’t realise - taking away time from other, less visible tasks - jeopardising project • Obviously extremely invested - eager to help - should be a wealth of valuable info • The real trick is finding it.

How? • How?

Beer • Beer. • Go ahead - make friends • One reason - no feedback about power plant - don’t want to sound dumb - flux capacitor in backwards • Client relationships often start well - wining/dining • End with someone CCing your boss - passive aggressive email • Doesn’t have to be like that • Good relationships = good communication • Shouting a beer - save you hours - probably buy next round

Iterative development • Another major win for quality feedback - agile development • On top of other benefits - clear about including client the whole process • Client is member of team - not a third party • Every decision made with client • Demoed back to team (including client) every sprint - solicit feedback on current issues

@drewschrauf • Goal today - not to solve all client problems • Could talk for days • Takehome: bad client feedback not necessary - it’s a warning sign project going south