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User Experience + Publishing

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Presented at Book Camp NY on December 4, 2010. Briefly covers how Rosenfeld Media is trying to better engage with its customers.

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User Experience + Publishing

  1. 1. ! ! User Experience + !Publishing Lou Rosenfeld •" Rosenfeld Media •" rosenfeldmedia.com BookCamp New York •" 12/4/10
  2. 2. UX in one slide • Problem: Complex problems and services are hard to design • Solution: Cross-disciplinary design--lots of different brains, methods, perspectives • User Experience: A growing cross- disciplinary community of designers; the collection of methods they use to solve complex problems
  3. 3. What does UX mean for publishers? • UX goal: engage users with products and services • Publishing goal: engage readers with authors • So how do we better engage with readers? with authors?
  4. 4. How can we engage with customers? • By being transparent • By cultivating mutual empathy • By delighting them • By being generous with them • By making engaging content
  5. 5. Transparency through treating customer service as dialogue Customer service provided by publisher and dedicated staff (first hire) Reward customers for finding problems Fix problems even if they’re not our fault Fix problems fast and for good if they’re our fault
  6. 6. Empathy by showing your work We researched what worked well--and didn’t--with the books our community used for work. Result: design checklist. We then tested a LuLu prototype of our first book with readers + + Result: books that work well.
  7. 7. Empathy by allowing customers to help We created ePub versions for our backlist, and asked customers to evaluate them in return for free books. 5 evaluations of each title x 1 hour per evaluation x 7 titles = 35 hours of + + incredibly useful help
  8. 8. Delight by making the books beautiful
  9. 9. Delight by offering major formats (and more) Five formats •"4 color paperback •"ePUB •"MOBI • PDF for on-screen • PDF for printing ...and no DRM
  10. 10. Delight through instant ebook downloading
  11. 11. Delight by being accessible Death to exhibition halls! We take our UX Bookmobile to the people ...and we talk with them there
  12. 12. Generosity by giving (the right) content away All book illos available via Flickr
  13. 13. Generosity by supporting any club or event We retweet all UX book-related events (our books or not) ...and sponsor just about every UX- related event (comps + discount code)
  14. 14. Generosity by providing a free service to UX book fans UX Zeitgeist: communal library of UX books, articles, and topics; provides ability to create public lists book page user’s list page
  15. 15. Making content engaging ...but strong SEO benefit Book-in-progress sites draw in readers, encourage #3 engagement in developing book content #5 Mixed results... #6
  16. 16. Where we’ve failed • Velocity: UX practices don’t help our authors write faster • Middlemen: Amazon destroys our ability to engage with customers
  17. 17. What’s next: Filling gaps in the UX ecosystem Move from publisher of UX books to purveyor of UX expertise Introduce new ways to engage customers and experts • engaging with top UX expertise: our authors, others’ authors, and non-author experts by... • brokering short consulting engagements • brokering in-house workshops
  18. 18. Thanks! Rosenfeld Media" www.rosenfeldmedia.com 457 Third Street, #4R Brooklyn, NY 11215 USA info@rosenfeldmedia.com +1.718.568.9756

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