Wow, the second day of Webstock and I’m really needing the free coffee. There’s some really interesting stuff on today.

Speaker (?) on the stage at webstockI hadn’t expected to get much out of Eric Ries’ session on the Lean Startup but there were a couple of things that were really useful. Like everyone else he emphasised the ‘release early and often’ model of continuous deployment – he said that you should measure progress by “validated learning about customers”. That means that you make a change and then closely analyse your customers’ response to that change and the ways they are using your site. Then use that data to direct your next changes (or revert if you really stuffed up). Another tit-bit was the 5 Whys – when something goes wrong ask why five times to get five levels of problems, then fix all the causes not just the immediate one. His blog is startuplessonslearned.com.

Amy Hoy’s session was more a call to action. She pointed out that we affect the “quality of the day” for thousands of people and a single hour of our time refining a design can save many hours of other people’s time. We should read 5 times more about psychology than design. Amy also challenged the design community not to just design the same things in the same way every time but to try something entirely different.

Seb Chan‘s session was as good as I had expected and was basically about collecting and parsing the visitor data available through Google Analytics and a handful of other products. We are currently using Google Analytics on our site as well as Web Trends but are not yet using that data in any consistent or strategic way except that I have been using browser stats for some time to decide to what extent we support older browsers. One of the most interesting tid-bits was the Tynt copy and paste tool which can tell you not just what pages people are using but which exact bits of text people are copying for use in school projects etc. Interestingly all the speakers who were talking about continuous improvement and rapid iteration depend on data to see what people are actually doing with their products so doing this kind of analysis is pretty important.

Adam Greenfield‘s session on networked urbanism was the kind of thing that seems to give some people the willies – but I think that its really exciting. He talked about:

  • instrumenting the city… the continuous collection and parsing of data: by the end of 2012 environmental sensor will account for at least 20% of non-video internet traffic.
  • Everything we do is annotated and uploaded. “Information persists and grows teeth”… “You’ll never escape yourself” (referring to embarrassing photos on facebook) but hopefully we’ll get a bit less uptight about such things.
  • We’ll move from passive consumer to active participant as every product will have data. He used the example of the Nike plus running shoes that log your physical activity which can be uploaded – running became a performance but not as enjoyable.
  • Obvious issues around access to this information – currently only government has access to much of the data that we are creating. This and other legal issues were the source of many questions from the floor.

Jeffrey Veen is one of the big names on the internet and his talk seemed to harken back to last year’s webstock where many speakers started with pre-Internet history, in this case refrigeration. He was talking about how the internet got started, how standards etc get made which was pretty much getting a rough consensus and then running code = doing experiments in public. He said that the “speed of iteration beats the quality of the iteration” and introduced us to the robustness principle “be liberal with what you accept and conservative with what you produce” i.e. tolerant of others’ error.

Springload wallThe final speaker this year was Mark Pesce. During his visit to NZ Mark has been interview by Kim Hill and the NZ Herald. In his webstock talk he talked a bit about the future of the book as well as the networked world that Adam Greenfield was also talking about. Mark has a blog at blog.futurestreetconsulting.com and you can read the full text of his Dense & Thick presentation there. Again its a future that scares a lot of people but I think that they get over-focused on the negative possibilities and fail to see the value of having information themselves.

Every organisation that you interact with from the hospital that you are born in to the crematorium keeps information about you, but you have no control over that information. Getting copies of that info is an arduous process and actually getting it into a usable/portable format even more so. Read what Mark says in Example Three:  Medicine. I recently got a referral from my Doctor and in the medical history bit said on it “father died from lung psoriasis” !! what, no, that should read lung cancer… how long has that been wrongly recorded and with whom has it been shared? Surely I should control who sees how much of my medical history.
So I am looking forward to a “crescendo of innovations that will make the Web revolution look puny in comparison” because I want to be able to interact with my stuff.

Want to get a taste of Webstock? See the past conference sessions (workshops are not recorded). Webstock’s photos on Flickr.