{"rowid": 56, "title": "Helping VIPs Care About Performance", "contents": "Making a site feel super fast is the easy part of performance work. Getting people around you to care about site speed is a much bigger challenge. How do we keep the site fast beyond the initial performance work? Keeping very important people like your upper management or clients invested in performance work is critical to keeping a site fast and empowering other designers and developers to contribute.\nThe work to get others to care is so meaty that I dedicated a whole chapter to the topic in my book Designing for Performance. When I speak at conferences, the majority of questions during Q&A are on this topic. When I speak to developers and designers who care about performance, getting other people at one\u2019s organization or agency to care becomes the most pressing question.\nMy primary response to folks who raise this issue is the question: \u201cWhat metric(s) do your VIPs care about?\u201d This is often met with blank stares and raised eyebrows. But it\u2019s also our biggest clue to what we need to do to help empower others to care about performance and work on it. Every organization and executive is different. This means that three major things vary: the primary metrics VIPs care about; the language they use about measuring success; and how change is enacted. By clueing in to these nuances within your organization, you can get a huge leg up on crafting a successful pitch about performance work.\nLet\u2019s start with the metric that we should measure. Sure, (most) everybody cares about money - but is that really the metric that your VIPs are looking at each day to measure the success or efficacy of your site? More likely, dollars are the end game, but the metrics or key performance indicators (KPIs) people focus on might be:\n\nrate of new accounts created/signups\ncost of acquiring or retaining a customer\nvisitor return rate\nvisitor bounce rate\nfavoriting or another interaction rate\n\nThese are just a few examples, but they illustrate how wide-ranging the options are that people care about. I find that developers and designers haven\u2019t necessarily investigated this when trying to get others to care about performance. We often reach for the obvious \u2013 money! \u2013 but if we don\u2019t use the same kind of language our VIPs are using, we might not get too far. You need to know this before you can make the case for performance work.\nTo find out these metrics or KPIs, start reading through the emails your VIPs are sending within your company. What does it say on company wikis? Are there major dashboards internally that people are looking at where you could find some good metrics? Listen intently in team meetings or thoroughly read annual reports to see what these metrics could be.\nThe second key here is to pick up on language you can effectively copy and paste as you make the case for performance work. You need to be able to reflect back the metrics that people already find important in a way they\u2019ll be able to hear. Once you know your key metrics, it\u2019s time to figure out how to communicate with your VIPs about performance using language that will resonate with them.\nLet\u2019s start with visit traffic as an example metric that a very important person cares about. Start to dig up research that other people and companies have done that correlates performance and your KPI. For example, cite studies:\n\n\u201cWhen the home page of Google Maps was reduced from 100KB to 70\u201380KB, traffic went up 10% in the first week, and an additional 25% in the following three weeks.\u201d (source).\n\nRead through websites like WPOStats, which collects the spectrum of studies on the impact of performance optimization on user experience and business metrics. Tweet and see if others have done similar research that correlates performance and your site\u2019s main KPI.\nOnce you have collected some research that touches on the same kind of language your VIPs use about the success of your site, it\u2019s time to present it. You can start with something simple, like a qualitative description of the work you\u2019re actively doing to improve the site that translates to improved metrics that your VIPs care about. It can be helpful to append a performance budget to any proposal so you can compare the budget to your site\u2019s reality and how it might positively impact those KPIs folks care about.\nWords and graphs are often only half the battle when it comes to getting others to care about performance. Often, videos appeal to folks\u2019 emotions in a way that is missed when glancing through charts and graphs. On A List Apart I recently detailed how to create videos of how fast your site loads. Let\u2019s say that your VIPs care about how your site loads on mobile devices; it\u2019s time to show them how your site loads on mobile networks.\nOpen video\n\nYou can use these videos to make a number of different statements to your VIPs, depending on what they care about:\n\nLook at how slow our site loads versus our competitor!\nLook at how slow our site loads for users in another country!\nLook at how slow our site loads on mobile networks!\n\nAgain, you really need to know which metrics your VIPs care about and tune into the language they\u2019re using. If they don\u2019t care about the overall user experience of your site on mobile devices, then showing them how slow your site loads on 3G isn\u2019t going to work. This will be your sales pitch; you need to practice and iterate on the language and highlights that will land best with your audience. \nTo make your sales pitch as solid as possible, gut-check your ideas on how to present it with other co-workers to get their feedback. Read up on how to construct effective arguments and deliver them; do some research and see what others have done at your company when pitching to VIPs. Are slides effective? Memos or emails? Hallway conversations? Sometimes the best way to change people\u2019s minds is by mentioning it in informal chats over coffee. Emulate the other leaders in your organization who are successful at this work. \nEvery organization and very important person is different. Learn what metrics folks truly care about, study the language that they use, and apply what you\u2019ve learned in a way that\u2019ll land with those individuals. It may take time to craft your pitch for performance work over time, but it\u2019s important work to do. If you\u2019re able to figure out how to mirror back the language and metrics VIPs care about, and connect the dots to performance for them, you will have a huge leg up on keeping your site fast in the long run.", "year": "2015", "author": "Lara Hogan", "author_slug": "larahogan", "published": "2015-12-08T00:00:00+00:00", "url": "https://24ways.org/2015/helping-vips-care-about-performance/", "topic": "business"}
{"rowid": 297, "title": "Public Speaking with a Buddy", "contents": "My book Demystifying Public Speaking focuses on the variety of fears we each have about giving a talk. From presenting to a client, to leading a team standup, to standing on a conference stage, there are lots of things we can do to prepare ourselves for the spotlight and reduce those fears.\nThough it didn\u2019t make it into the final draft, I wanted to highlight how helpful it can be to share that public speaking spotlight with another person, or a few more people. If you have fears about not knowing the answer to a question, fumbling your words, or making a mistake in the spotlight, then buddying up may be for you!\n\nTo some, adding more people to a presentation sounds like a recipe for on-stage disaster. To others, having a friendly face nearby\u2014a partner who can step in if you fumble\u2014is incredibly reassuring. As design director Yesenia Perez-Cruz writes, \u201cWhile public speaking is a deeply personal activity, you don\u2019t have to go it alone. Nothing has helped my speaking career more than turning it into a group effort.\u201d\nCo-presenting can level up a talk in two ways: an additional brain and presentation skill set can improve the content of the talk itself, and you may feel safer with the on-stage safety net of your buddy. \nFor example, when I started giving lengthy workshops about building mobile device labs with my co-worker Destiny Montague, we brought different experience to the table. I was able to talk about the user experience of our lab, and the importance of testing across different screen sizes. Destiny spoke about the hardware aspects of the lab, like power consumption and networking. Our audience benefitted from the spectrum of insight we included in the talk.\nMoreover, Destiny and I kept each other energized and engaging while teaching our audience, having way more fun onstage. Partnering up alleviated the risk (and fear!) of fumbling; where one person makes a mistake, the other person is right there to help. Buddy presentations can be helpful if you fear saying \u201cI don\u2019t know\u201d to a question, as there are other people around you who will be able to help answer it from the stage. By partnering with someone whom I trust and respect, and whose work and knowledge augments my own, it made the experience\u2014and the presentation!\u2014significantly better.\nCo-presenting won\u2019t work if you don\u2019t trust the person you\u2019re onstage with, or if you don\u2019t have good chemistry working together. It might also not work if there\u2019s an imbalance of responsibilities, both in preparing the talk and giving it. Read on for how to make partner talks work to your advantage!\nTrustworthiness\nIf you want to explore co-presenting, make sure that your presentation partner is trustworthy and can carry their weight; it can be stressful if you find yourself trying to meet deadlines and prepare well and your partner isn\u2019t being helpful. We\u2019re all about reducing the fears and stress levels surrounding being in that spotlight onstage; make sure that the person you\u2019re relying on isn\u2019t making the process harder.\nBefore you start working together, sketch out the breakdown of work and timeline you\u2019re each committing to. Have a conversation about your preferred work style so you each have a concrete understanding of the best ways to communicate (in what medium, and how often) and how to check in on each other\u2019s progress without micromanaging or worrying about radio silence. Ask your buddy how they prefer to receive feedback, and give them your own feedback preferences, so neither of you are surprised or offended when someone\u2019s work style or deliverable needs to be tweaked.\nThis should be a partnership in which you both feel supported; it\u2019s healthy to set all these expectations up front, and create a space in which you can each tweak things as the work progresses.\nTalk flow and responsibilities\nThere are a few different ways to organize the structure of your talk with multiple presenters. Start by thinking about the breakdown of the talk content\u2014are there discrete parts you and the other presenters can own or deliver? Or does it feel more appropriate to deliver the entirety of the content together?\nIf you\u2019re finding that you can break down the content into discrete chunks, figure out who should own which pieces, and what ownership means. Will you develop the content together but have only one person present the information? Or will one person research and prepare each content section in addition to delivering it solo onstage?\nRehearse how handoffs will go between sections so it feels natural, rather than stilted. I like breaking a presentation into \u201cchapters\u201d when I\u2019m passionate about particular aspects of a topic and can speak on those, but know that there are other aspects to be shared and there\u2019s someone else who can handle (and enjoy!) talking about them. When Destiny and I rehearsed our \u201cchapter\u201d handoffs, we developed little jingles that we\u2019d both sing together onstage; it indicated to the audience that it was a planned transition in the content, and tied our independent work together into a partnership.\n.embed-container { position: relative; padding-bottom: 56.25%; height: 0; overflow: hidden; max-width: 100%; } .embed-container iframe, .embed-container object, .embed-container embed { position: absolute; top: 0; left: 0; width: 100%; height: 100%; }\n\n\n\nAlternatively, you can give the presentation in a way that\u2019s close to having a rehearsed conversation, rather than independently presenting discrete parts of the talk. In this case, you\u2019ll both be sharing the spotlight at the same time, throughout the duration of the talk. Preparation is key, here, to make sure that you each understand what needs to be communicated, and you have a sense of who will be taking responsibility for communicating those different pieces of information. A poorly-prepared talk like this will look like the co-presenters are talking over each other, or hesitating awkwardly to give the other person more room to speak; the audience will feel how uncomfortable this is, and will probably be distracted from the talk content. Practice the talk the whole way through multiple times so you know what each person is planning on covering and how you want to interact with each other while you\u2019re both holding microphones; also figure out how you\u2019ll be standing in relation to each other. More on that next!\nSharing the stage\nIf you choose to give a talk with a partner, determine ahead of time how you\u2019ll stand (or sit). For example, if you each take \u201cchapters\u201d or major sections of the presentation, ensure that it\u2019s clear who the audience should focus their attention on. You could sit in a chair off to the side (or stand). I recommend placing yourself far enough away that you\u2019re not distracting to the audience; you don\u2019t want them watching you while your partner is speaking. If the audience can still see you, but their focus should be on your buddy, be sure to not look distracted; keep your eyes on your buddy, and don\u2019t just open your laptop and ignore what\u2019s happening! Feel free to smile, laugh, or react how the audience should be reacting as your partner is speaking.\nIf you\u2019re both sharing the spotlight at the same time and having a rehearsed conversation, make sure that your body language engages the audience and you\u2019re not just speaking to each other, ignoring the folks watching. Watch this talk with Guy Podjarny and Assaf Hefetz who have partnered up to talk about security; they have clearly identified roles onstage, and remain engaged with the audience.\n\nConsider whether or not you will share a microphone, or if you will both be mic\u2019d. (Be sure that the event organizer, or the A/V team, has a heads-up well in advance to ensure they have the equipment handy!) Also talk through how you\u2019d like to handle Q&A time during or after the talk, especially if you have clear \u201cchapters\u201d where Q&A might happen naturally during a handoff. The more clarity you and your partner have about who is responsible for which pieces of information sharing, the more you can feel and appear prepared.\nCo-presenting does take a lot of preparation and requires a ton of communication between you and your partner. But the rewards can be awesome: double the brains onstage to help answer questions and communicate information, and a friendly face to help comfort you if you feel nervous.", "year": "2016", "author": "Lara Hogan", "author_slug": "larahogan", "published": "2016-12-06T00:00:00+00:00", "url": "https://24ways.org/2016/public-speaking-with-a-buddy/", "topic": "process"}