The document discusses how Medium prioritized quality in its design and launch. It summarizes how Medium:
1) Designed the interface and user experience to invite high-quality content by making writing and publishing feel polished and professional.
2) Launched with established authors who set a high bar for content quality, and hired an editor to curate content.
3) Focused extensively on typographic details, layout, and promoting substantive comments to differentiate the experience from other publishing platforms and compete with print.
6. you can write and publish online articles
other people can comment on your articles
you can share articles
bookmark articles
It’s 2012…
“a publishing platform…”
7. you can write and publish online articles
other people can comment on your articles
you can share articles
bookmark articles
It’s 2012…
“a publishing platform…”
?
8. you can write and publish online articles
other people can comment on your articles
you can share articles
bookmark articles
It’s 2012…
“a publishing platform…”
! no customization options
! no custom domains
! royalty-free access to all content
?
9. ?
you can write and publish online articles
other people can comment on your articles
you can share articles
bookmark articles
! no customization options
! no custom domains
! royalty-free access to all content
“a publishing platform…”
It’s 2012……a new place on the Internet where people share ideas
and stories that are longer than 140 characters and not
just for friends. It’s designed for little stories that make
your day better and manifestos that change the world.
It’s used by everyone from professional journalists to
amateur cooks. It’s simple, beautiful, collaborative,
and it helps you find the right audience for whatever
you have to say.”
“
10.
11. “Everything changed for me over the weekend when I took the time to
write a blog post on Medium.”
“As someone who writes a lot of stuff and has used a lot of different
writing software, I'm telling you that I was blown away by the quality
of the product as a writing tool.”
“The entire process is a breeze. And once published, the article looks
pretty good too in terms of typography and appearance.”
“Intuitive enough to seem psychic.”
“Because it is such a pleasure to work with, Medium has become
something of a fetish object for writers.”
“It does not take a user experience designer to publish a professional
story.”
“A joy to use!”
“It’s so damn beautiful. Medium has removed all the cruft that gets
between the reader and the message…”
“Clean design, great concept, full of potential treasures to be read.”
“The best writing tool on the web.”
12. But here’s the thing: I feel as if the service looks so good
that it invites only the best content that I—or anyone—
can write before actually hitting publish.
Let’s put it another way: If I’m going to write
a post on Medium, I don’t want to let Medium
down. (“It’s not you, it’s me.”)
“Part of the reason I haven’t published to Medium is because
I’m slightly intimidated. I know that is illogical and insane on
the surface, but I feel intimidated and almost as if I have to
rise to a higher standard on Medium.”
—Christina Warren, senior tech analyst at Mashable
13. But here’s the thing: I feel as if the service looks so good
that it invites only the best content that I—or anyone—
can write before actually hitting publish.
Let’s put it another way: If I’m going to write
a post on Medium, I don’t want to let Medium
down. (“It’s not you, it’s me.”)
“Part of the reason I haven’t published to Medium is because
I’m slightly intimidated. I know that is illogical and insane on
the surface, but I feel intimidated and almost as if I have to
rise to a higher standard on Medium.”
—Christina Warren, senior tech analyst at Mashable
21. • you can write and publish online articles
• other people can comment on your articles
• you can share articles
• bookmark articles
The obvious “what to build”
features & functionality
22. • Designed more like a magazine.
• Designed a social system to create a
built-in audience for new authors
• Launched with published authors
(which set really high bar for content)
• Hired former Wired.com editor Evan
Hansen as an editor for the site
• Bought he long-form journalism
startup Matter
• Created what is arguably the best
writing tool on the planet
• Promoted contextual comments
• Focused on typographic UI details
that compete w/ centuries of print
(vs other web platforms)
• Focused A LOT on quality content
• Offered pre-publishing feedback
• you can write and publish online articles
• other people can comment on your articles
• you can share articles
• bookmark articles
The obvious “what to build”
features & functionality
The not so obvious “how to build” (& launch)
experience details
23. • Designed more like a magazine.
• Designed a social system to create a
built-in audience for new authors
• Launched with published authors
(which set really high bar for content)
• Hired former Wired.com editor Evan
Hansen as an editor for the site
• Bought he long-form journalism
startup Matter
• Created what is arguably the best
writing tool on the planet
• Promoted contextual comments
• Focused on typographic UI details
that compete w/ centuries of print
(vs other web platforms)
• Focused A LOT on quality content
• Offered pre-publishing feedback
• you can write and publish online articles
• other people can comment on your articles
• you can share articles
• bookmark articles
The obvious “what to build”
features & functionality
The not so obvious “how to build” (& launch)
experience details
Product
24. • Designed more like a magazine.
• Designed a social system to create a
built-in audience for new authors
• Launched with published authors
(which set really high bar for content)
• Hired former Wired.com editor Evan
Hansen as an editor for the site
• Bought he long-form journalism
startup Matter
• Created what is arguably the best
writing tool on the planet
• Promoted contextual comments
• Focused on typographic UI details
that compete w/ centuries of print
(vs other web platforms)
• Focused A LOT on quality content
• Offered pre-publishing feedback
• you can write and publish online articles
• other people can comment on your articles
• you can share articles
• bookmark articles
The obvious “what to build”
features & functionality
The not so obvious “how to build” (& launch)
experience details
Experiences
Product
25.
26.
27.
28.
29. Most businesses desire to create
(and most individuals enjoy) well-designed,
high-quality experiences
BUT THESE THINGS GET IN THE WAY…
Individual Beliefs
Many team members don’t really
understand the cost or value of quality
Processes
Product design and development
processes tend to scope out quality
Cultural Values
Day-to-day business decisions unintentionally
create a culture that doesn’t prioritize quality
30. Most businesses desire to create
(and most individuals enjoy) well-designed,
high-quality experiences
BUT THESE THINGS GET IN THE WAY…
Individual Beliefs
Many team members don’t really
understand the cost or value of quality
Processes
Product design and development
processes tend to scope out quality
Cultural Values
Day-to-day business decisions unintentionally
create a culture that doesn’t prioritize quality
31. Most businesses desire to create
(and most individuals enjoy) well-designed,
high-quality experiences
BUT THESE THINGS GET IN THE WAY…
Individual Beliefs
Many team members don’t really
understand the cost or value of quality
Processes
Product design and development
processes tend to scope out quality
Cultural Values
Day-to-day business decisions unintentionally
create a culture that doesn’t prioritize quality
32. Most businesses desire to create
(and most individuals enjoy) well-designed,
high-quality experiences
BUT THESE THINGS GET IN THE WAY…
Individual Beliefs
Many team members don’t really
understand the cost or value of quality
Processes
Product design and development
processes tend to scope out quality
Cultural Values
Day-to-day business decisions unintentionally
create a culture that doesn’t prioritize quality
33. Most businesses desire to create
(and most individuals enjoy) well-designed,
high-quality experiences
BUT THESE THINGS GET IN THE WAY…
Individual Beliefs
Many team members don’t really
understand the cost or value of quality
Processes
Product design and development
processes tend to scope out quality
Cultural Values
Day-to-day business decisions unintentionally
create a culture that doesn’t prioritize quality
Why focus on Quality?
34. Most businesses desire to create
(and most individuals enjoy) well-designed,
high-quality experiences
BUT THESE THINGS GET IN THE WAY…
Individual Beliefs
Many team members don’t really
understand the cost or value of quality
Processes
Product design and development
processes tend to scope out quality
Cultural Values
Day-to-day business decisions unintentionally
create a culture that doesn’t prioritize quality
Why focus on Quality?
What’s dangerous about our processes?
35. Most businesses desire to create
(and most individuals enjoy) well-designed,
high-quality experiences
BUT THESE THINGS GET IN THE WAY…
Individual Beliefs
Many team members don’t really
understand the cost or value of quality
Processes
Product design and development
processes tend to scope out quality
Cultural Values
Day-to-day business decisions unintentionally
create a culture that doesn’t prioritize quality
Why focus on Quality?
What’s dangerous about our processes?
What does it mean to be design led?
36. Why focus on Quality?
Individual Beliefs
Many team members
don’t really understand
the value of quality
37. Why focus on Quality?
PrideAnything worth doing,
is worth doing well.
Idealism
What kind of world do you
want to live in?
Trustin expertise of your team
38. Why focus on Quality?
PrideAnything worth doing,
is worth doing well.
Idealism
What kind of world do you
want to live in?
Trustin expertise of your team
These aren’t very convincing to
most business stakeholders.
39. Why focus on Quality?
User Trustand perceived reliability
Conversion
What do people actually do?
Usability
and lower support costs
Affect
How does someone feel
about using your product?
40. Why focus on Quality?
User Trustand perceived reliability
Conversion
What do people actually do?
Usability
and lower support costs
These are all about perceptions.
Affect
How does someone feel
about using your product?
59. http://www.neubible.co/
A Bible reading experience that exceeds any
other that I’ve tried. Attention to typography and
usability greatly outweigh the limited number of
translations available at launch. Absolutely
worth the price to have God’s word presented in
such a thoughtful manner.”
“
61. What is the effect of
typefaces on legal briefs?
http://www.ca7.uscourts.gov/Rules/Painting_with_Print.pdf , http://www.typographyforlawyers.com/ and http://www.amsciepub.com/doi/abs/10.2466/pms.106.1.35-42
72. Quality
Time
“good enough”
“not a priority”
“nice to have”
“NOT ACCEPTABLE”
“MUST HAVE”
NoOO!!
What is the maturity of the space we’re competing in?
76. 2014 wasn’t a good year to be average. Since 2007, the
average customer experience in the industries that
Forrester tracks has gone up across the board, and the
number of truly awful experiences has dropped like a
rock.
In 2015, the race from good to great CX will speed up.”
—Harley Manning, Forrester “The Race from Good to
Great Customer Experience Intensifies”
“
81. Why focus on Quality?
Context(and tolerance for friction)
82. HIGH
TOLERANCE
FOR FRICTION
NOTOLERANCE
FOR FRICTION
Enterprise
Productivity App
used to solve a work-related functional needs;
little to no choice; training often required
Consumer
Recreational App
Consumer
Productivity App
used for enjoyment when one is not working;
requires change in habits
Plus Tools for Remote Collaboration
used to solve a functional need;
high degree of choice
83. Why focus on Quality?
To Create
Awesome
Users*
* just read or watch everything you
can find from Kathy Sierra!
84. https://medium.com/@johntmeyer/medium-is-for-nobodies-like-me-f7dfa4c0625a
When I write in Medium I seem to transform into
Mark Twain or Ernest Hemingway. I feel like the
tap of each keystroke is like the swoosh of a quill pen.
I don’t think about the interface or user-experience.
I’m not overwhelmed by features or tools. Medium is
just a blank canvas and my ideas.”
Example of User Awesome:
“
85. Example of User Awesome:
I find the clean organization of Ulysses gets out of
my way, and when I’m writing—it’s as smooth as
silk. In a subtle way, I feel inspired by Ulysses and
consequentially, I end up spending more time with
my butt in the chair, actually writing because I’m
enjoying myself.”
—Micah Moss, Screenwriter and Novelist
“
87. The MINEFIELD of
dangerous ideas:
The MINEFIELD of
dangerous ideas:
Not necessarily bad, just highly volatile and easily misunderstood!
88. The MINEFIELD of
dangerous ideas:
The MINEFIELD of
dangerous ideas:
MVP(Minimum Viable Product)
LONG SENTENCE
Scope creep
Perfection
P0, P1, P2, P3...
Functional
Business Units
Process& Documentation
(reductionist)
Scoping +
Estimation
Not necessarily bad, just highly volatile and easily misunderstood!
LONG SENTENCE
LONG SENTENCE
116. Delivery VS Quality
release early and often. you can’t release half a product
You never want to dig a deep hole in the wrong spot. You only get one chance to make a first impression.
“good enough” “good is the enemy of great”
“experimentation & learning” “thoughtful planning”
Alwaysbeshipping Wecan’tshipthiscrap!
“done” “done right”
“nice to have” “must have”
everything is a test
You can’t predict what customers will want, you have to test and experiment, release early and often.
“some things you just know”
(common sense, intuition, abductive reasoning, experience)
Is this a P0, P1 P2…? “Quality is a bar, not a feature that can be scoped out”
(Both perspectives are true, at different times, under various circumstances)
117. (Both perspectives are true, at different times, under various circumstances)
Delivery VS Quality
release early and often. you can’t release half a product
You never want to dig a deep hole in the wrong spot. You only get one chance to make a first impression.
“good enough” “good is the enemy of great”
“experimentation & learning” “thoughtful planning”
Alwaysbeshipping Wecan’tshipthiscrap!
“done” “done right”
“nice to have” “must have”
everything is a test
You can’t predict what customers will want, you have to test and experiment, release early and often.
“some things you just know”
(common sense, intuition, abductive reasoning, experience)
Is this a P0, P1 P2…? “Quality is a bar, not a feature that can be scoped out”
At our core, we are a company
that values _______________,
though we make exceptions for
____________ when it seems right.”
“
Delivery or Quality?
118. (Both perspectives are true, at different times, under various circumstances)
Delivery VS Quality
release early and often. you can’t release half a product
You never want to dig a deep hole in the wrong spot. You only get one chance to make a first impression.
“good enough” “good is the enemy of great”
“experimentation & learning” “thoughtful planning”
Alwaysbeshipping Wecan’tshipthiscrap!
“done” “done right”
“nice to have” “must have”
everything is a test
You can’t predict what customers will want, you have to test and experiment, release early and often.
“some things you just know”
(common sense, intuition, abductive reasoning, experience)
Is this a P0, P1 P2…? “Quality is a bar, not a feature that can be scoped out”
At our core, we are a company
that values _______________,
though we make exceptions for
____________ when it seems right.”
“
Delivery or Quality?
DELIVERY?
QUALITY?
119. What does it mean to be a
design-led company?
Cultural Values
Day-to-day business
decisions unintentionally
create a culture that
doesn’t value quality
129. …and if something isn’t
quite right, you don’t ship it.
Experiences
Product
130. http://www.inc.com/mark-kawano/lessons-from-my-time-at-apple-ship-something-you-re-proud-of.html
Not only does the company set internal deadlines, it also
creates deadlines for deadlines that have their own
deadlines. Every aspect of the company's production
cycle, from conception to ship date, is calculated. But—
and this is a big "but"—what makes Apple different is
that it is a company that is willing to move those
deadlines. If a product in development isn't ready to be
released, the deadline is pushed back. If an idea isn't
perfect, or isn't considered truly magical and delightful
internally, it's held back, revised, and the product given
an entirely new launch date.”
“
The Biggest Lesson I Learned as an Apple Designer
131. http://www.inc.com/mark-kawano/lessons-from-my-time-at-apple-ship-something-you-re-proud-of.html
Not only does the company set internal deadlines, it also
creates deadlines for deadlines that have their own
deadlines. Every aspect of the company's production
cycle, from conception to ship date, is calculated. But—
and this is a big "but"—what makes Apple different is
that it is a company that is willing to move those
deadlines. If a product in development isn't ready to be
released, the deadline is pushed back. If an idea isn't
perfect, or isn't considered truly magical and delightful
internally, it's held back, revised, and the product given
an entirely new launch date.”
The Biggest Lesson I Learned as an Apple Designer
“
132. http://www.inc.com/mark-kawano/lessons-from-my-time-at-apple-ship-something-you-re-proud-of.html
Not only does the company set internal deadlines, it also
creates deadlines for deadlines that have their own
deadlines. Every aspect of the company's production
cycle, from conception to ship date, is calculated. But—
and this is a big "but"—what makes Apple different is
that it is a company that is willing to move those
deadlines. If a product in development isn't ready to be
released, the deadline is pushed back. If an idea isn't
perfect, or isn't considered truly magical and delightful
internally, it's held back, revised, and the product given
an entirely new launch date.”
“
The Biggest Lesson I Learned as an Apple Designer
133. At our core, we are a company
that values _______________,
though we make exceptions for
____________ when it seems right.”
“
DELIVERY
QUALITY
134. At our core, we are a company
that values _______________,
though we make exceptions for
____________ when it seems right.”
“
How would your organization
complete this statement?
135. At our core, we are a company
that values _______________ .
At our core, we are a company
that values _______________
though we make exceptions for
____________ when it seems right.”
“
139. Individual Beliefs
Processes
Cultural Values
Individual Beliefs
Processes
Cultural Values
Individual Beliefs
Processes
Cultural Values
Most “Quality” happens
because of individuals
who care deeply and
have the necessary skills
to make a difference
“Design-Led”Not “Design-Led”
(Aligned around
some other value)
140. Individual Beliefs
Processes
Cultural Values
Individual Beliefs
Processes
Individual Beliefs
Processes
Cultural Values
Individual Beliefs
Processes
Cultural Values
Most “Quality” happens
because of individuals
who care deeply and
have the necessary skills
to make a difference
“Me too!”
companies
“We want to be
design-led”
“Design-Led”Not “Design-Led”
(Aligned around
some other value)
Cultural Values
141. Individual Beliefs
Processes
Cultural Values
Individual Beliefs
Processes
Individual Beliefs
Processes
Cultural Values
Individual Beliefs
Processes
Cultural Values
Most “Quality” happens
because of individuals
who care deeply and
have the necessary skills
to make a difference
“Me too!”
companies
“We want to be
design-led”
“Design-Led”Not “Design-Led”
(Aligned around
some other value)
Cultural Values
What does your company value?
143. Celebrate doing the right thing,
not shipping something everyone
on the team isn’t proud of.
Set objective standards
that create means for any
team member to stop the
assembly line.
“What do you reward?”
144. Celebrate doing the right thing,
not shipping something everyone
on the team isn’t proud of.
Set objective standards
that create means for any
team member to stop the
assembly line.
“What do you reward?”
Not sure what your
organization values?
Look at what you
informally celebrate
and formally reward.
145. Most businesses desire to create
(and most individuals enjoy) well-designed,
high-quality experiences
BUT THESE THINGS GET IN THE WAY…
Individual Beliefs
Many team members don’t really
understand the cost or value of quality
Processes
Product design and development
processes tend to scope out quality
Cultural Values
Day-to-day business decisions unintentionally
create a culture that doesn’t prioritize quality
146. Most businesses desire to create
(and most individuals enjoy) well-designed,
high-quality experiences
BUT THESE THINGS GET IN THE WAY…
Individual Beliefs
Many team members don’t really
understand the cost or value of quality
Processes
Product design and development
processes tend to scope out quality
Cultural Values
Day-to-day business decisions unintentionally
create a culture that doesn’t prioritize quality
Why I created this talk:
better conversations
(partly) the responsibility of CXO
I want to work in a place that values
great, well-designed experiences
I’d like to see more businesses
understand and value great design!