Lou Rosenfeld discusses how he tried to determine the best UX books to read when feeling unsure of what to do by holding show and tell sessions with other designers. He evaluated books based on attributes, where and when people use them, readability, and practicality. Prototyping and usability testing were also discussed as ways to test new product ideas without large investments. The back cover of a sample book provides an overview of its topic about creating flexible content that can be used across different devices and channels.

1. What to do
when you
don’t know
what to do
Lou Rosenfeld / LA UX Shindig / 9 February 2016

4. So what do you do
when you
don’t know
what to do?

5. Part 1
Lou tries to figure out
UX books

8. “Most publishers are
frustrated authors”
—Tim O’Reilly, 2005

9. “Most publishers are
frustrated authors”
—Tim O’Reilly, 2005

10. “Most publishers are
frustrated authors”
—Tim O’Reilly, 2005
designers

11. How to improve a product
that you’ve
not created yet?

12. Show and Tell Sessions

13. Show and Tell Sessions

14. Show and Tell Sessions
4 sessions; 5-15 people/session
Questions:
• “Why did you bring these books?”
• “What are their good attributes?
And bad ones?”
• “Where and when do you use them?”
Combine competitive and
generative research

15. So where do we read?

16. So where do we read?

17. Small is good
6”/152mm x 9”/229mm x 150-250pp
Small and portable is good

18. Practical
is good
C ARD SORTING
Designing Usable Categories
by DONNA SPENCER foreword by Jesse James Garrett
g how
mation
sable
sort,
asy-to-
ns-and-
emerge
d smart
Design
mation
Whether
size to
CARDSORTINGbyDONNASPENCER

19. Books are judged by their covers

20. What's everyone's
favorite UX book?

21. Take-away:
Opinions are freely available
from anyone on everything
—and may even be useful

22. Take-away:
Opinions are freely available
from anyone on everything
—and may even be useful

23. How to test a new product
that’s really expensive
to produce?

24. Prototyping

25. Prototyping

26. Used LuLu for paper prototype
(PDF testing was a bit easier)
Prototyping

27. Usability Testing

28. Usability Testing
Task analysis + interviews to evaluate
• Support for orientation and fundability
• Author and publisher credibility
• Readability

29. Usability Testing
Task analysis + interviews to evaluate
• Support for orientation and fundability
• Author and publisher credibility
• Readability
More on prototyping/testing books:
http://rfld.me/1ONeA9e

30. The front of the book
FREQUENTLY
ASKED QUESTIONS
What do you mean by “content everywhere”?
The way I talk about it, “content everywhere” doesn’t mean splattering your
message in every corner of the Web. It’s about investing in content that’s
flexible enough to go wherever you need it: multiple websites, apps, chan-
nels, and other experiences. Why? Because devices of all shapes, sizes, and
capabilities are flooding the market, and users expect to get your content on
all of them, which you can read about in Chapter 1.
Right now, most organizations can barely keep up with their large, unwieldy
desktop websites, much less multiple different sets of content for all these
different experiences. Content everywhere is all about learning how to pre-
pare one set of content to go wherever it’s needed—now and in the future.
What do you mean by structured content,
and why is it so important?
Today, most digital content is unstructured: just words poured onto a page.
To signify where one part ends and another begins, writers use formatting,
like upping a font size to be a headline or putting an author’s name in italics.
This works fine if your content is only going to be used on a single page and
viewed on a desktop monitor, but that’s about it.
Structured content, on the other hand, is created in smaller modules, which
can be stored and used in lots more ways. For example, you could display
a headline and a copy teaser in one place, and have a user click to read the
rest—something you can’t do if the story is all one blob. You can give the
same content different presentation rules when it’s displayed on mobile,
such as resizing headlines or changing which content is prioritized or
emphasized—automatically. In this way, adding structure actually makes
content more flexible, because it allows you to do more with it. You can learn
about this in Chapter 5.
But don’t I need different, simpler content for mobile?
FAQ before
the TOC provides
context, navigation
and orientation

31. The front of the book
FREQUENTLY
ASKED QUESTIONS
What do you mean by “content everywhere”?
The way I talk about it, “content everywhere” doesn’t mean splattering your
message in every corner of the Web. It’s about investing in content that’s
flexible enough to go wherever you need it: multiple websites, apps, chan-
nels, and other experiences. Why? Because devices of all shapes, sizes, and
capabilities are flooding the market, and users expect to get your content on
all of them, which you can read about in Chapter 1.
Right now, most organizations can barely keep up with their large, unwieldy
desktop websites, much less multiple different sets of content for all these
different experiences. Content everywhere is all about learning how to pre-
pare one set of content to go wherever it’s needed—now and in the future.
What do you mean by structured content,
and why is it so important?
Today, most digital content is unstructured: just words poured onto a page.
To signify where one part ends and another begins, writers use formatting,
like upping a font size to be a headline or putting an author’s name in italics.
This works fine if your content is only going to be used on a single page and
viewed on a desktop monitor, but that’s about it.
Structured content, on the other hand, is created in smaller modules, which
can be stored and used in lots more ways. For example, you could display
a headline and a copy teaser in one place, and have a user click to read the
rest—something you can’t do if the story is all one blob. You can give the
same content different presentation rules when it’s displayed on mobile,
such as resizing headlines or changing which content is prioritized or
emphasized—automatically. In this way, adding structure actually makes
content more flexible, because it allows you to do more with it. You can learn
about this in Chapter 5.
But don’t I need different, simpler content for mobile?
FAQ before
the TOC provides
context, navigation
and orientation
Navigation

32. The back cover
www.rosenfeldmedia.com
MORE ON CONTENT EVERYWHERE
www.rosenfeldmedia.com/books/content-everywhere/
Care about content? Better copy isn’t enough. As devices and channels
multiply—and as users expect to relate, share, and shift information
quickly—we need content that can go more places, more easily. Content
Everywhere will help you stop creating fixed, single-purpose content
and start making it more future-ready, flexible, reusable, manageable,
and meaningful wherever it needs to go.
“TheWebhasmovedbeyondthedesktop,andourcontentmustfollow.Throughabroadperspective,
clear language, and an army of practical suggestions, Sara Wachter-Boettcher guides us through the
challenges we face.”
ETHAN MARCOTTE
Author, Responsive Web Design
“If you’re looking for a lucid guide to the new challenges content publishers face, you won’t find a
better one than this.”
ERIN KISSANE
Author, The Elements of Content Strategy, and editor, Contents
“Website,app,socialmedia—andmore.Largescreen,tablet,smartphone—andmore.Areyouwriting
and rewriting for all these different channels and devices? Stop. Get this book.”
JANICE (GINNY) REDISH
Author, Letting Go of the Words–Writing Web Content that Works
“An essential pretext to achieving responsive Web design. Required reading.”
DAN KLYN
co-founder, The Understanding Group
Cover Illustration by Leanne Shapton | Interior Illustrations by Eva-Lotta Lamm

33. The back cover
www.rosenfeldmedia.com
MORE ON CONTENT EVERYWHERE
www.rosenfeldmedia.com/books/content-everywhere/
Care about content? Better copy isn’t enough. As devices and channels
multiply—and as users expect to relate, share, and shift information
quickly—we need content that can go more places, more easily. Content
Everywhere will help you stop creating fixed, single-purpose content
and start making it more future-ready, flexible, reusable, manageable,
and meaningful wherever it needs to go.
“TheWebhasmovedbeyondthedesktop,andourcontentmustfollow.Throughabroadperspective,
clear language, and an army of practical suggestions, Sara Wachter-Boettcher guides us through the
challenges we face.”
ETHAN MARCOTTE
Author, Responsive Web Design
“If you’re looking for a lucid guide to the new challenges content publishers face, you won’t find a
better one than this.”
ERIN KISSANE
Author, The Elements of Content Strategy, and editor, Contents
“Website,app,socialmedia—andmore.Largescreen,tablet,smartphone—andmore.Areyouwriting
and rewriting for all these different channels and devices? Stop. Get this book.”
JANICE (GINNY) REDISH
Author, Letting Go of the Words–Writing Web Content that Works
“An essential pretext to achieving responsive Web design. Required reading.”
DAN KLYN
co-founder, The Understanding Group
Cover Illustration by Leanne Shapton | Interior Illustrations by Eva-Lotta Lamm
Meh

34. The back cover
www.rosenfeldmedia.com
MORE ON CONTENT EVERYWHERE
www.rosenfeldmedia.com/books/content-everywhere/
Care about content? Better copy isn’t enough. As devices and channels
multiply—and as users expect to relate, share, and shift information
quickly—we need content that can go more places, more easily. Content
Everywhere will help you stop creating fixed, single-purpose content
and start making it more future-ready, flexible, reusable, manageable,
and meaningful wherever it needs to go.
“TheWebhasmovedbeyondthedesktop,andourcontentmustfollow.Throughabroadperspective,
clear language, and an army of practical suggestions, Sara Wachter-Boettcher guides us through the
challenges we face.”
ETHAN MARCOTTE
Author, Responsive Web Design
“If you’re looking for a lucid guide to the new challenges content publishers face, you won’t find a
better one than this.”
ERIN KISSANE
Author, The Elements of Content Strategy, and editor, Contents
“Website,app,socialmedia—andmore.Largescreen,tablet,smartphone—andmore.Areyouwriting
and rewriting for all these different channels and devices? Stop. Get this book.”
JANICE (GINNY) REDISH
Author, Letting Go of the Words–Writing Web Content that Works
“An essential pretext to achieving responsive Web design. Required reading.”
DAN KLYN
co-founder, The Understanding Group
Cover Illustration by Leanne Shapton | Interior Illustrations by Eva-Lotta Lamm
Meh
Meh

35. The back cover
www.rosenfeldmedia.com
MORE ON CONTENT EVERYWHERE
www.rosenfeldmedia.com/books/content-everywhere/
Care about content? Better copy isn’t enough. As devices and channels
multiply—and as users expect to relate, share, and shift information
quickly—we need content that can go more places, more easily. Content
Everywhere will help you stop creating fixed, single-purpose content
and start making it more future-ready, flexible, reusable, manageable,
and meaningful wherever it needs to go.
“TheWebhasmovedbeyondthedesktop,andourcontentmustfollow.Throughabroadperspective,
clear language, and an army of practical suggestions, Sara Wachter-Boettcher guides us through the
challenges we face.”
ETHAN MARCOTTE
Author, Responsive Web Design
“If you’re looking for a lucid guide to the new challenges content publishers face, you won’t find a
better one than this.”
ERIN KISSANE
Author, The Elements of Content Strategy, and editor, Contents
“Website,app,socialmedia—andmore.Largescreen,tablet,smartphone—andmore.Areyouwriting
and rewriting for all these different channels and devices? Stop. Get this book.”
JANICE (GINNY) REDISH
Author, Letting Go of the Words–Writing Web Content that Works
“An essential pretext to achieving responsive Web design. Required reading.”
DAN KLYN
co-founder, The Understanding Group
Cover Illustration by Leanne Shapton | Interior Illustrations by Eva-Lotta Lamm
Meh
Meh

36. The back cover
www.rosenfeldmedia.com
MORE ON CONTENT EVERYWHERE
www.rosenfeldmedia.com/books/content-everywhere/
Care about content? Better copy isn’t enough. As devices and channels
multiply—and as users expect to relate, share, and shift information
quickly—we need content that can go more places, more easily. Content
Everywhere will help you stop creating fixed, single-purpose content
and start making it more future-ready, flexible, reusable, manageable,
and meaningful wherever it needs to go.
“TheWebhasmovedbeyondthedesktop,andourcontentmustfollow.Throughabroadperspective,
clear language, and an army of practical suggestions, Sara Wachter-Boettcher guides us through the
challenges we face.”
ETHAN MARCOTTE
Author, Responsive Web Design
“If you’re looking for a lucid guide to the new challenges content publishers face, you won’t find a
better one than this.”
ERIN KISSANE
Author, The Elements of Content Strategy, and editor, Contents
“Website,app,socialmedia—andmore.Largescreen,tablet,smartphone—andmore.Areyouwriting
and rewriting for all these different channels and devices? Stop. Get this book.”
JANICE (GINNY) REDISH
Author, Letting Go of the Words–Writing Web Content that Works
“An essential pretext to achieving responsive Web design. Required reading.”
DAN KLYN
co-founder, The Understanding Group
Cover Illustration by Leanne Shapton | Interior Illustrations by Eva-Lotta Lamm
Meh
Meh

37. The back cover
www.rosenfeldmedia.com
MORE ON CONTENT EVERYWHERE
www.rosenfeldmedia.com/books/content-everywhere/
Care about content? Better copy isn’t enough. As devices and channels
multiply—and as users expect to relate, share, and shift information
quickly—we need content that can go more places, more easily. Content
Everywhere will help you stop creating fixed, single-purpose content
and start making it more future-ready, flexible, reusable, manageable,
and meaningful wherever it needs to go.
“TheWebhasmovedbeyondthedesktop,andourcontentmustfollow.Throughabroadperspective,
clear language, and an army of practical suggestions, Sara Wachter-Boettcher guides us through the
challenges we face.”
ETHAN MARCOTTE
Author, Responsive Web Design
“If you’re looking for a lucid guide to the new challenges content publishers face, you won’t find a
better one than this.”
ERIN KISSANE
Author, The Elements of Content Strategy, and editor, Contents
“Website,app,socialmedia—andmore.Largescreen,tablet,smartphone—andmore.Areyouwriting
and rewriting for all these different channels and devices? Stop. Get this book.”
JANICE (GINNY) REDISH
Author, Letting Go of the Words–Writing Web Content that Works
“An essential pretext to achieving responsive Web design. Required reading.”
DAN KLYN
co-founder, The Understanding Group
Cover Illustration by Leanne Shapton | Interior Illustrations by Eva-Lotta Lamm
Meh
Meh

38. The back cover
www.rosenfeldmedia.com
MORE ON CONTENT EVERYWHERE
www.rosenfeldmedia.com/books/content-everywhere/
Care about content? Better copy isn’t enough. As devices and channels
multiply—and as users expect to relate, share, and shift information
quickly—we need content that can go more places, more easily. Content
Everywhere will help you stop creating fixed, single-purpose content
and start making it more future-ready, flexible, reusable, manageable,
and meaningful wherever it needs to go.
“TheWebhasmovedbeyondthedesktop,andourcontentmustfollow.Throughabroadperspective,
clear language, and an army of practical suggestions, Sara Wachter-Boettcher guides us through the
challenges we face.”
ETHAN MARCOTTE
Author, Responsive Web Design
“If you’re looking for a lucid guide to the new challenges content publishers face, you won’t find a
better one than this.”
ERIN KISSANE
Author, The Elements of Content Strategy, and editor, Contents
“Website,app,socialmedia—andmore.Largescreen,tablet,smartphone—andmore.Areyouwriting
and rewriting for all these different channels and devices? Stop. Get this book.”
JANICE (GINNY) REDISH
Author, Letting Go of the Words–Writing Web Content that Works
“An essential pretext to achieving responsive Web design. Required reading.”
DAN KLYN
co-founder, The Understanding Group
Cover Illustration by Leanne Shapton | Interior Illustrations by Eva-Lotta Lamm
Meh
Meh
MEH!

39. 2008

40. 2015
2008

41. 2015
2008
interior design
bends,
doesn’t break

42. Take-away:
What can’t you
prototype and test?

43. Take-away:
What can’t you
prototype and test?

44. Take-away:
What can’t you
prototype and test?

45. Take-away:
What can’t you
prototype and test?

46. How to improve
a product’s design
over time?

47. What does it look like?
Mobile User Research

48. What does it look like?
Mobile User Research

49. More on the UX Bookmobile
http://rfld.me/1oLrrgB

50. Take-away:
Identify and close the gaps
between your customers,
products, and you

51. Take-away:
Identify and close the gaps
between your customers,
products, and you

52. Part 2
Lou tries to figure out
UX conferences

57. “We’ve reached
peak UX
conference.”
—me, 2013

58. “We’ve reached
peak UX
conference.”
—me, 2013
“I’m thrilled to
announce the first
Enterprise UX
conference!”
—me, 2014

59. How to design a
product around
a conversation?

60. user experience in the enterprise
1) Take an
existing
conversation

61. 2) Capture it
Facebook
Private List
Twitter
user experience in the enterprise
1) Take an
existing
conversation

62. 2) Capture it
Facebook
Private List
Twitter
user experience in the enterprise
1) Take an
existing
conversation
3) Analyze
for patterns

63. 2) Capture it
Facebook
Private List
Twitter
user experience in the enterprise
4) Sequence
patterns
1) Take an
existing
conversation
3) Analyze
for patterns

64. 2) Capture it
Facebook
Private List
Twitter
user experience in the enterprise
4) Sequence
patterns
1) Take an
existing
conversation
3) Analyze
for patterns

65. 2) Capture it
Facebook
Private List
Twitter
user experience in the enterprise
4) Sequence
patterns
1) Take an
existing
conversation
3) Analyze
for patterns
Tactical Strategic
1 2 3 4

66. Take-away:
Information
architecture
is useful

67. Take-away:
Information
architecture
is useful

68. How to design to
broaden a conversation?

69. 3 speakers + 1 leader per theme
Leader/speaker conversation
begins months in advance of event
+ =

70. 4x
3 speakers + 1 leader per theme
Leader/speaker conversation
begins months in advance of event
+ =

71. Day 1
Day 2

72. opening keynote theme 1 theme 2
theme 3 theme 4 closing keynote
Day 1
Day 2

73. opening keynote theme 1 theme 2
theme 3 theme 4 closing keynote
Day 1
Day 2
√ √
√ √

74. opening keynote theme 1 theme 2
theme 3 theme 4 closing keynote
storytelling session
Enterprise UX Storytelling
• Eight 5-minute sessions
• Tightly curated by Dan Willis
• Participation by application only
Day 1
Day 2
√ √
√ √

75. opening keynote theme 1 theme 2
theme 3 theme 4 closing keynote
storytelling session
Enterprise UX Storytelling
• Eight 5-minute sessions
• Tightly curated by Dan Willis
• Participation by application only
Day 1
Day 2
√ √
√ √
√

76. Take-away:
Designing for engagement
means letting go of control

77. Take-away:
Designing for engagement
means letting go of control

78. How to design to
sustain a conversation?

79. Story arc from Lichaw’s
The User’s Journey: Storymapping Products that People Love
(Rosenfeld Media, 2016)

80. The Day 1 Conundrum

81. The Day 1 Conundrum
Party!
energy

82. The Day 1 Conundrum
Party!
energy
…SO TIRED…

83. The Day 1 Conundrum
Party!
energy

84. The Day 1 Conundrum
Party!
energy

89. Take-away:
Time is a design material
(and so is delight)

90. Take-away:
Time is a design material
(and so is delight)

91. How to design a product
around a conversation
that may not yet exist?

92. Broadest possible framing

93. Broadest possible framing
2 personas

94. Broadest possible framing
2 personas
+
Strong
lineup

95. Broadest possible framing
2 personas
+
Strong
lineup
+
User
research

96. A program based on… user research!

97. A program based on… user research!
Happy ending: SOLD OUT

98. Take-away:
User research
equals promotion

99. One last take-away:
Non-traditional contexts
teach us about UX

100. One last take-away:
Non-traditional contexts
teach us about UX

101. What do you do
when you
don’t know
what to do?

102. What do you do
when you
don’t know
what to do?
Do UX.