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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.

Kevin Hale

April 08, 2013
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  1. How I Got Everyone to
    Write the Documentation!

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  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

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  13. Secret?

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

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

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  17. FIRST
    IMPRESSIONS

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  18. Homepage
    Landing Pages
    Plans / Pricing
    Login
    Signup

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

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  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

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

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  43. Everyone fights.

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

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  45. 10%
    100%
    7%
    1%
    5%
    .3%
    Website Visitors
    Signup to Trial
    Login to Account
    Active Users
    Paying Users
    Staying Users

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  46. THE
    FIGHTING

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

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  48. Before
    Launch
    100%
    Create
    Software

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

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  50. Software Development
    Responsibility
    Accountability
    Humility
    {

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  51. Support
    Driven
    Development
    S
    D
    D

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  52. You make everyone do
    customer support.

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  53. Creators = Supporters

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  54. ?
    What happens when you
    make everyone responsible
    for giving remarkable
    support every single week?

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  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

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  56. 1
    Support Responsible
    Developers and Designers
    Give the Best Support

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  67. 75.8%
    78.1%
    Emotional State
    Browser Type

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  68. Confused
    Angry
    Panicked
    Excited
    Upset
    Worried
    44%
    4%
    22%
    11%
    8%
    12%

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  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

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