Drupal is awesome, modules are cool, and writing beautiful code is an art and a science. But if you’re spending all your time implementing client requests rather than asking questions, then you’re replaceable — and replaceable doesn’t make for much of a business model. In this talk, I share the key questions you can ask your clients to turn them into loyal, repeat customers — and to make yourself an indispensable, trusted advisor. You’ll learn how to have more fun at work, create better sites, and improve your bottom line, just by letting yourself get curious.

1. Being Curious
for a Living
How asking questions creates loyal clients
(and better websites)
Lauren Bacon, Raised Eyebrow Web Studio
@laurenbacon

2. Hi, I’m
Lauren.
And I am not a
(very good) coder.

3. Better questions build
• Stronger relationships
• Better products
• Profitable projects

4. Drilling Down:
What fuels web design?

5. What fuels web design?

6. What fuels web design?
Code • Graphics • Modules • Drupal

7. What fuels web design?
Code • Graphics • Modules • Drupal
Strategy • Process • Consultation

8. What fuels web design?
Code • Graphics • Modules • Drupal
Strategy • Process • Consultation
Function • Meaning • Delight • Evolution

9. How clients see you:

10. How clients see you:
Builder

11. How clients see you:
Builder
Architect

12. How clients see you:
Builder
Architect
Indispensable advisor & co-creator

13. Photo: midorisyu on Flickr
Best testimonial ever?
“They did everything we asked.”

14. Best testimonial ever:
“Our sales* increased by 150%.”
*or mailing list / donor base / reach…
fill in your business goal here.

15. Photo: Kara Allyson on Flickr
Good questions
& bad questions

16. Questions clients ask

17. Questions clients ask
• Where will people find it?

18. Questions clients ask
• Where will people find it?
• Where will they hear about it?

19. Questions clients ask
• Where will people find it?
• Where will they hear about it?
• Who will help us get the word out?

20. Questions clients ask
• Where will people find it?
• Where will they hear about it?
• Who will help us get the word out?
• When does it need to launch?

21. Questions clients ask
• Where will people find it?
• Where will they hear about it?
• Who will help us get the word out?
• When does it need to launch?
• How will it be built?

22. Ask better
questions.

23. Who?

24. Who?
• Who is it for?

25. Who?
• Who is it for?
• Who are your competitors?

26. What?

27. What?
• What is its purpose?

28. What?
• What is its purpose?
• What are the 3 most critical things you
want your visitors to do?

29. What?
• What is its purpose?
• What are the 3 most critical things you
want your visitors to do?
• In 25 words or less, what is the key
message and/or impression you want
your site’s visitors to take away with
them?

30. Where?

31. Where?
• Where does it fit into your overall
organizational / brand /
communications strategy?

32. When?

33. When?
• When it launches, how will you
maintain and develop it further?

34. How?

35. How?
• How will you measure success?

36. How?
• How will you measure success?
• How do you want your audience to feel
when they interact with you?

37. Why?

38. Why?
• Why are we building it?

39. Story: datadotgc.ca

40. Photo: Piulet on Flickr
Good answers
& bad answers

41. Why?

42. Why?
Bad answer:

43. Why?
Bad answer:
Because everyone else
has one.

44. Why?

45. Why?
Better answers:

46. Why?
Better answers:
• Because it serves our business goals.

47. Why?
Better answers:
• Because it serves our business goals.
• Because it’s our #1 user-requested
feature.

48. Why?
Better answers:
• Because it serves our business goals.
• Because it’s our #1 user-requested
feature.
• Because it increases the function /
delight / meaning / evolution factor(s).

49. Who?

50. Who?
Bad answers:

51. Who?
Bad answers:
Everyone

52. Who?
Bad answers:
Everyone
or

53. Who?
Bad answers:
Everyone
or
Death by demographics

54. Who?

55. Who?
Better answers:

56. Who?
Better answers:
• Descriptors

57. Who?
Better answers:
• Descriptors
• Profiles

58. Who?
Better answers:
• Descriptors
• Profiles
• User stories (What do they want to do,
and why?)

59. What?

60. What?
Bad answer:

61. What?
Bad answer:
Increase sales.

62. What?

63. What?
Better answers:

64. What?
Better answers:
• Increase sales of X by __% by [date],
using the following techniques &
strategies…

65. What?
Better answers:
• Increase sales of X by __% by [date],
using the following techniques &
strategies…
• Improve cart usability & thereby
decrease abandonment by 10%.

66. …So, speaking of
“Why?”

67. The Business Case
for Better Questions
Outcome Benefit
Create better, more Stronger portfolio,
effective sites testimonials & referrals
Exceed your clients’ Customer loyalty
expectations & retention
Happy clients Save yourself redoing
work for free

68. The Business Case
for Better Questions
Outcome Benefit
Create better, more Stronger portfolio,
effective sites testimonials & referrals
Exceed your clients’ Customer loyalty
expectations & retention
Happy clients Save yourself redoing
work for free

69. The Business Case
for Better Questions
Outcome Benefit
Create better, more Stronger portfolio,
effective sites testimonials & referrals
Exceed your clients’ Customer loyalty
expectations & retention
Happy clients Save yourself redoing
work for free

70. The Business Case
for Better Questions
Outcome Benefit
Create better, more Stronger portfolio,
effective sites testimonials & referrals
Exceed your clients’ Customer loyalty
expectations & retention
Happy clients Save yourself redoing
work for free

71. Turning Good Questions
Into Good Processes
Flowchart Flowchart: Kev Gilmour on Flickr

72. Documentation

73. Documentation
Business & functional req’s

74. Documentation
Business & functional req’s
• WHO: Audience segments: who are they,
and what are they here to do?

75. Documentation
Business & functional req’s
• WHO: Audience segments: who are they,
and what are they here to do?
• WHAT & WHERE: Business requirements

76. Documentation
Business & functional req’s
• WHO: Audience segments: who are they,
and what are they here to do?
• WHAT & WHERE: Business requirements
• WHY: Measures of success

77. Documentation
Business & functional req’s
• WHO: Audience segments: who are they,
and what are they here to do?
• WHAT & WHERE: Business requirements
• WHY: Measures of success
• HOW: Technical specs

78. Documentation
Business & functional req’s
• WHO: Audience segments: who are they,
and what are they here to do?
• WHAT & WHERE: Business requirements
• WHY: Measures of success
• HOW: Technical specs
• WHEN: Phase 2 wishlist

79. Photo: Don Tapscott by Kris Krug (kk+ on Flickr)
Story:
Macrowikinomics
strikes back.

80. Get curious.
(Your clients will thank you.)

81. Anything you want
to ask me?

82. Thank you.
www.raisedeyebrow.com
www.thebossofyou.com
@laurenbacon