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How I Got Everyone to Write the Documentation!

How I Got Everyone to Write the Documentation!

At Wufoo, everyone has to wear multiple hats in our company and that includes manning the inbox and doing customer support every single week. One of the interesting side effects of having a company where designers, developers and even the accountant writes documentation and answers support emails, is that everyone has a stake in making sure the application is as easy to use as possible.

We’ve called this approach to creating software Support Driven Development and in this talk Kevin Hale, one of the founders of Wufoo, will share how this model transformed every member of their company to be dedicated to the principles of clarity and simplicity.

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Kevin Hale

April 08, 2013
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Transcript

  1. How I Got Everyone to Write the Documentation!

  2. Kevin Hale @ilikevests

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  6. Education Research Real Estate Marketing Sales Banking Healthcare IT Designers

    Small Businesses Non-Profits Startups Students Engineers
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  10. 676% 29,561% $25.3 M Average Startup $118K Wufoo

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  12. +500,000 users ~5 million people ~400 issues +800 emails 7-12

    minutes
  13. Secret?

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  15. We were fanatical about creating meaningful relationships with our users.

  16. Existing Users :: Marriage New Users :: Dating

  17. FIRST IMPRESSIONS

  18. Homepage Landing Pages Plans / Pricing Login Signup

  19. First Email Account Creation Blank / Starting Interface Login Link

    Ad Link First Support
  20. ౰ͨΓલ඼࣭ atarimae hinshitsu ັྗత඼࣭ miryokuteki hinshitsu

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  32. Resources HTML Email Templates Chimplets MailChimp Research Academy Videos Experts

    Transactional Email Email on Mobile Devices Email Marketing Field Guide Getting Started With MailChimp MailChimp Mobile How to Manage Your List MailChimp For High-Volume Senders MailChimp International MailChimp Guides Log In Pricing Pricing Features Features Resources Resources Support Support Blog Blog Enter your search ! MailChimp Mobile How to Manage Your List MailChimp For High-Volume Senders MailChimp International How to Use Hairball How To Use Google Analytics With MailChimp How to Select an Email- Marketing Agency Spam Lawsuits Understanding Reports Email Security How To Use Templates MailChimp For Designers
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  39. iPhone App Android App Wordpress Plugin

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  41. John Gottman

  42. 1 Hour = 94% 15 Minutes = 85%

  43. Everyone fights.

  44. Cost / Billing Users’ Clients Performance Roadmap Others Money Kids

    Sex Time Others
  45. 10% 100% 7% 1% 5% .3% Website Visitors Signup to

    Trial Login to Account Active Users Paying Users Staying Users
  46. THE FIGHTING

  47. Software engineers and designers are often divorced from the consequences

    of their actions.
  48. Before Launch 100% Create Software

  49. Create Software Customer Support Business Crap Crap Hiring Crap Fix

    Crap After Launch
  50. Software Development Responsibility Accountability Humility {

  51. Support Driven Development S D D

  52. You make everyone do customer support.

  53. Creators = Supporters

  54. ? What happens when you make everyone responsible for giving

    remarkable support every single week?
  55. 0 75,000 150,000 225,000 300,000 Jun-06 Dec-06 Jun-07 Dec-07 Jun-08

    Dec-08 Jun-09 Dec-09 0 100 200 300 400 4 6 8 10 12 14 16 18 20 22 24 26 28 30 32 34 36 38 40 42 44 46 48 50 52 2 4 6 8 10 12 14 16 18 20 22 24 26 28 30 32 34 36 38 40 42 44 46 48 50 52 2 4 6 Users Support
  56. 1 Support Responsible Developers and Designers Give the Best Support

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  67. 75.8% 78.1% Emotional State Browser Type

  68. Confused Angry Panicked Excited Upset Worried 44% 4% 22% 11%

    8% 12%
  69. 2 Support Responsible Developers and Designers Create Better Software

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  71. Direct Exposure Minimum Every Six Weeks At Least Two Hours

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  73. 3 Support Responsible Developers and Designers Respect the Front Lines

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  76. Gmail GreaseMonkey Plugin

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  85. ATROPHY RELATIONSHIPS

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  90. We made everyone say thank you.

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  97. Kevin Hale @ilikevests