User-Centered Design is Everyone’s Responsibility: A Launch Checklist

Written by: Ben Rogers

I cannot count how many large-scale projects my team has been a part of where we’re scrambling last-minute to take care of some seemingly small but integral task necessary for launch. I’ve talked to others in the web design and marketing industry; my team is not alone in this launch frenzy. But does that make this odd ritual okay or even acceptable?

The risk when things are missed prior to launch

The worst case scenario? Once live, a project stakeholder notices the missteps and calls out the project team, damaging trust, credibility, and ultimately the relationship.

Scratch that.

The worst case scenario for missed items prior to a project launch are when the end user stumbles upon them. This can result in a lost purchase, a drop in satisfaction, and a big impact on the bottom line and perception of the product and/or company. And only 21% of internet users give a brand another chance after a negative experience (Harris Poll, 2017). We cannot afford to get it wrong the first time.

Only 21% of Internet users give a brand another chance after a negative experience (Harris Poll, 2017)

If launch tasks are integral, then why are they commonly overlooked?

What we need is accountability, but accountability cannot exist when there is not a great grasp of what is needed. Many launch tasks are missed not because of their importance but for a myriad of reasons that, when combined, make them hard to spot.

  • Minimal, small in duration
  • The task was not accounted for in the project plan, project estimate, or project scope
  • Lack of ownership
  • Crunched for time

Save the day with a project launch checklist

A project launch checklist is a document that brings greater visibility to small but important tasks that are often overlooked by project teams. Many of these items are crucial to the project launch strategy but are never formally documented.

This checklist can help mitigate the aches and pains of prior-launch anxiety by assigning ownership and distributing responsibility to the team instead of leaving the burden on the shoulders of one or few.

Screen shot of the web site launch list

The checklist

  • Identifies all relevant tasks
  • Assigns ownership
  • Sets due dates

But the work isn’t over

In the user-centered design process, it is EVERYONE’s responsibility to ensure a successful launch, not just the project manager or user experience resource. Don’t wait until the last minute to tackle these integral tasks for launching a project.

It’s also important to note that, once the site is launched, our work is not done: There are maintenance tasks and necessary items that need to be checked post-launch as well. Account for pre- and post-launch tasks in all projects for a smooth transition, happy team members, and satisfied clients.

Great resources exist but none that I have found are easily reusable lists. I’ve taken some of these lists—along with my experience—and put together a list that you can copy and make your own. Go ahead, no strings attached! Happy to share it with you.

Helpful resources

I drew inspiration for this checklist from many launch resource articles, some of the most influential are listed below.

 

Unveiling the Specifics of ‘Unsubscribe’ for Email Marketers

Written by: Kevin George

Email unsubscribe is one of the most dreadful things for any email marketer. After all the hard work you put into a campaign, it is particularly annoying to get your emails unsubscribed.

According to Mailjet, if your unsubscribe rate is below 1%, you are said to be within the industry norm. However, emails sent to new lists—to subscribers who have not received an email from you before—are not included in this calculation because they usually have more unsubscribes. Your industry also influences the number of unsubscribes you get. An agreeable unsubscribe rate is below 0.5%, and you should work on creating better emails if your unsubscribe rate exceeds that.

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Monitoring User Experience Through Product Usage Metrics

Written by: Jerrod Larson and Daan Lindhout

Introduction

User experience (UX) teams have many types of data at their disposal to ascertain the quality of a digital product’s user experience. Traditionally, these sources have focused on direct customer feedback through methods such as interviews and usability studies, as well as surveys[1] and in-product feedback mechanisms. Beyond survey methodologies, however, it can be time-consuming to create a recurring channel of in-depth UX insights through these traditional UX research methods because they require time to conduct, analyze, and create reports of findings.

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How to Avoid UX Burnout

Written by: Benjamin Earl Evans

As I watched the app go live in across the various app stores I felt exhausted.

The steps leading up to the launch had been intense, involving multiple stakeholders, scores of different user personas, and innumerable iteration cycles spread across a multitude of design teams. We shipped the project on time and shared high-fives all around, but after the dust had settled, I realized how truly tired each step of this project had made me.

After the launch, I was all UX’ed out. Even the sight of a Post-It note felt exhausting. Attributing the fatigue to creative block, I planned to take a few days off to recharge. But because my version of “recharge” also means “process everything,” I also decided to write an article for creatives about how to deal with this kind of block.

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