Exploiting Chaos

150 Ways to Spark Innovation During Times of Change

150 Ways to Spark Innovation During Times of Change - an award-winning business innovation book by Jeremy Gutsche, CEO of Trend Hunter

Issue link: http://book.trendhunter.com/i/42053

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Page 209 of 273

ADAPTIVE INNOVATION · Be methodical: Step 4 Go faster AT TRENDHUNTER.COM, we are perpetually building our site, add- ing functionality, and changing the design until we love it. Then we rip it apart and rebuild it. We relentlessly destroy to constantly adapt. Typical companies spend months rebuilding even basic websites. They meet, brainstorm, wait, check-in, wait, update, socialize, update, test, up- date, and launch. At Trend Hunter, our business is about the cutting edge, so we do not have time to waste. 208 Our website has 500,000 pages of content, but each time we re-launch a page, we plan, design, and finish executing in two days. To accomplish this feat, we let prototyping replace lengthy planning. In our first hour, we create whiteboard concepts and lock down a framework. Then we mock up rough online prototypes that we send to our top writers. These pieces are never pretty, but they help us visualize the user experience. By noon we lock down the design and begin rolling it out. Instead of bug checking, we build directly on the live site. Users may stumble upon our design mistakes, but they send emails, effectively problem solving for us. By the end of the second day, we're done. Within hours we can see the im- pact on user behavior. If the new design works, we keep the change, and if it doesn't, we create another prototype. When you move at a speed that makes you uncomfortable, you eliminate wasteful steps.

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