{"id":1213,"date":"2017-09-20T18:25:52","date_gmt":"2017-09-20T16:25:52","guid":{"rendered":"https:\/\/2017.brno.wordcamp.org\/?p=1213"},"modified":"2017-09-25T09:52:01","modified_gmt":"2017-09-25T07:52:01","slug":"ondrej-henek-z-house-of-rezac-hodne-nizky-budget-je-cesta-do-pekel","status":"publish","type":"post","link":"https:\/\/brno.wordcamp.org\/2017\/ondrej-henek-z-house-of-rezac-hodne-nizky-budget-je-cesta-do-pekel\/","title":{"rendered":"Ond\u0159ej Henek z House of \u0158ez\u00e1\u010d: Hodn\u011b n\u00edzk\u00fd budget je cesta do pekel"},"content":{"rendered":"

Ond\u0159ej Henek pat\u0159\u00ed do \u0161pi\u010dky mezi analytiky, designery a optimaliz\u00e1tory. Ptali jsme se ho, pro\u010d lid\u00e9 \u0161patn\u011b ch\u00e1pou v\u00fdznam slova \u201cdesign\u201d, jak spr\u00e1vn\u011b jednat s klienty a tak\u00e9 na to, jak\u00e9 je to b\u00fdt sou\u010d\u00e1st\u00ed rodiny Jana \u0158ez\u00e1\u010de.<\/span><\/p>\n

<\/p>\n

P\u0159ed lety za\u010dal jako webov\u00fd developer \u2013 od *AMP stacku se p\u0159es front-end dostal a\u017e k UX designu. Ale jako unicorn se \u010dlov\u011bk nedostane do hloubky, tak\u017ee se Ond\u0159ej zam\u011b\u0159il na design a \u0161el na zku\u0161enou do D\u00e1nska. Te\u010f pracuje na porozum\u011bn\u00ed u\u017eivatel\u016f a m\u011b\u0159en\u00ed jejich chov\u00e1n\u00ed na webu hlavn\u011b s pomoc\u00ed Google Analytics. Na z\u00e1klad\u011b toho pak optimalizuje weby pro vy\u0161\u0161\u00ed konverze a spokojen\u011bj\u0161\u00ed u\u017eivatele.<\/span><\/i><\/p>\n

Ke\u010f pred niek\u00fdm povie\u0161 slovo \u201cdesign\u201d, ve\u013ea \u013eud\u00ed si predstav\u00ed \u201cako veci vyzeraj\u00fa\u201d, ale menej u\u017e pod t\u00fdm ch\u00e1pe \u201cako veci funguj\u00fa\u201d. A ak\u00fdmi \u010fal\u0161\u00edmi myln\u00fdmi predstavami o designe sa v praxi stret\u00e1va\u0161?<\/b><\/p>\n

To je pr\u00e1v\u011b ten nejv\u011bt\u0161\u00ed probl\u00e9m, ze kter\u00e9ho \u010dasto pramen\u00ed i \u201cpohrd\u00e1n\u00ed\u201d designery. P\u0159id\u00e1v\u00e1m klasick\u00fd obr\u00e1zek vn\u00edm\u00e1n\u00ed designu, jako n\u011b\u010deho arogantn\u00edho a nefunk\u010dn\u00edho, pr\u00e1v\u011b se zam\u011b\u0159en\u00edm na vzhled. <\/span><\/p>\n

\"\"
M\u011blo by tam b\u00fdt „bad design“.<\/figcaption><\/figure>\n

Ale \u010demu se divit, kdy\u017e je\u0161t\u011b p\u0159ed pades\u00e1ti lety byl design dom\u00e9nou um\u011blc\u016f a m\u00e1g\u016f, kte\u0159\u00ed v\u011bd\u011bli v\u0161e nejl\u00e9pe a jen pomy\u0161len\u00ed na u\u017eivatele bylo p\u0159elomovou my\u0161lenkou. T\u011b\u0161\u00edm se, a\u017e budeme na stejn\u00e9 \u00farovni, jako jsou te\u010f t\u0159eba seversk\u00e9 zem\u011b, kde m\u00e1 design hlubokou tradici.<\/span><\/p>\n

Design si ale i mezi designery stejn\u011b ka\u017ed\u00fd definuje jinak. Pro n\u011bkoho je to jen tvorba wireframu, pro m\u011b je to cel\u00fd ekosyst\u00e9m n\u00e1vrhu v\u010detn\u011b v\u00fdzkumu, testov\u00e1n\u00ed, m\u011b\u0159en\u00ed a optimalizace. A to nejen na webu. Definic\u00ed nen\u00ed m\u00e1lo a nap\u0159\u00edklad Participativn\u00ed design nazna\u010duje, \u017ee design d\u011bl\u00e1 vlastn\u011b ka\u017ed\u00fd a role designera je hlavn\u011b o tom, d\u00e1t lidem slovo.<\/span><\/p>\n

Ve\u013ea webdesignerov – freelancerov i t\u00fdch z agent\u00far som po\u010dul s\u0165a\u017eova\u0165 sa na rovnak\u00fd scen\u00e1r – klient je ustavi\u010dne s nie\u010d\u00edm nespokojn\u00fd, kec\u00e1 im do pr\u00e1ce, rie\u0161i ka\u017ed\u00fd odtie\u0148 farby, ka\u017ed\u00fd pixel, ka\u017ed\u00e9 tla\u010didlo. Neust\u00e1le potom musia nie\u010do prer\u00e1ba\u0165 a klienti za extra pr\u00e1ce odmietaj\u00fa plati\u0165. Robia v nie\u010dom chybu, alebo maj\u00fa jednoducho zl\u00fdch klientov?<\/b><\/p>\n

Heh, taky jsem byl na t\u00e9to pozici. \ud83d\ude42 Je t\u011b\u017ek\u00e9 to zev\u0161eobecnit, m\u011bl jsem toti\u017e sp\u00ed\u0161 m\u00e9n\u011b dlouhodob\u011bj\u0161\u00edch klient\u016f, ale p\u00e1r tip\u016f bych m\u011bl. Hodn\u011b z\u00e1le\u017e\u00ed na tom, jak se spolupr\u00e1ce ze za\u010d\u00e1tku nastav\u00ed a jak to prob\u00edh\u00e1. Za\u010dal jsem klient\u016fm d\u00e1vat najevo, \u017ee oni jsou moud\u0159\u00ed a proto si na web najali experta. \u017de jsme na stejn\u00e9 lodi a j\u00e1 jim m\u00e1m za \u00fakol pomoct se sv\u00fdm know-how a zku\u0161enost\u00ed. A v\u016fbec nejlep\u0161\u00ed argumenty jsou na z\u00e1klad\u011b n\u011bjak\u00e9ho v\u00fdzkumu \u010di u\u017eivatelsk\u00e9m testov\u00e1n\u00ed.<\/span><\/p>\n

Akor\u00e1t s rozpo\u010dtem pod 100 000 K\u010d se v\u00fdzkumu moc neud\u011bl\u00e1 a s testov\u00e1n\u00edm n\u00e1m pom\u00e1h\u00e1 m\u00e1ma nebo kamar\u00e1d, ne fin\u00e1ln\u00ed c\u00edlovka. Hodn\u011b n\u00edzk\u00fd budget je jedna z cest do pekel, tak\u017ee tam chce mantinely nastavit opravdu pevn\u011b a b\u00fdt tvrd\u00fdm vyjednava\u010dem. A t\u00edm j\u00e1 t\u0159eba nejsem. \ud83d\ude42<\/span><\/p>\n

Do svojho profilu na web WordCampu si n\u00e1m nap\u00edsal, \u017ee pracuje\u0161 na porozumeniu chovania u\u017e\u00edvate\u013eov hlavne pomocou Google Analytics. Pou\u017e\u00edva\u0161 aj in\u00e9 n\u00e1stroje? D\u00e1 sa \u010disto len z webovej analytiky z\u00edska\u0165 komplexn\u00fd obraz o u\u017e\u00edvate\u013eovi webu?<\/b><\/p>\n

Dokud nebudou analytick\u00e9 n\u00e1stroje um\u011bt \u010d\u00edst my\u0161lenky, pak budeme z\u00edsk\u00e1vat v\u017edy jen st\u0159\u00edpek z celkov\u00e9ho obr\u00e1zku o u\u017eivateli. N\u011bkdy sta\u010d\u00ed ten st\u0159\u00edpek, jindy je pot\u0159eba pou\u017e\u00edt pr\u00e1v\u011b jin\u00e9 n\u00e1stroje, nebo se rovnou u\u017eivatel\u016f zeptat. Ale nikdy to nen\u00ed stoprocentn\u00ed.<\/span><\/p>\n

Pro anal\u00fdzu u\u017eivatel\u016f pou\u017e\u00edv\u00e1m krom GA tak\u00e9 heatmapy, nahr\u00e1vky a \u010dasto tak\u00e9 dotazn\u00edky, s pomoc\u00ed kter\u00fdch se pr\u00e1v\u011b d\u00e1 zeptat u\u017eivatel\u016f to \u201cPro\u010d..?\u201d N\u011bkdy pom\u016f\u017eou i A\/B nebo fakedoor testy, kter\u00e9 pom\u00e1haj\u00ed objasnit, zda u\u017eivatel\u00e9 maj\u00ed nebo nemaj\u00ed o n\u011bco z\u00e1jem.<\/span><\/p>\n

Jan \u0158ez\u00e1\u010d si na \u010deskej sc\u00e9ne vytvoril v\u00fdrazn\u00fd a netradi\u010dn\u00fd brand House of \u0158ez\u00e1\u010d, ktor\u00fd na m\u0148a osobne pocitovo p\u00f4sob\u00ed ako nie\u010do medzi sic\u00edlskou mafiou a Game of Thrones. \u010co by ma ale fakt zauj\u00edmalo je to, ako to p\u00f4sob\u00ed na v\u00e1s, \u010dlenov jeho rodiny. Pom\u00e1ha v\u00e1\u0161mu t\u00edmu z\u00e1\u0161tita siln\u00e9ho brandu? V \u010dom a ako?<\/b><\/p>\n

To je pr\u00e1v\u011b te\u010f velmi aktu\u00e1ln\u00ed t\u00e9ma. Siln\u00fd brand n\u00e1m vy\u0161lapal hezkou cesti\u010dku k zaj\u00edmav\u00fdm klient\u016fm a pom\u00e1h\u00e1 otev\u00edrat dve\u0159e i jinde. Na druhou stranu n\u011bkter\u00e9 dve\u0159e asi i zav\u00edr\u00e1, na n\u011bkoho pr\u00fd p\u016fsob\u00edme jako \u201cnarcistn\u00ed egocentrick\u00e9 panoptikum\u201d. Ale shodli jsme se, \u017ee n\u00e1s ten brand bav\u00ed, jen se ho chyst\u00e1me trochu odleh\u010dit a d\u011blat si ze sebe v\u00edc srandu.<\/span><\/p>\n

Brand p\u016fsob\u00ed trochu jako \u0161t\u00edt a my jsme te\u010f dost v jeho st\u00ednu. Na tom taky pracujeme. Nap\u0159\u00edklad p\u0159ed dv\u011bma t\u00fddny <\/span>jsme zalo\u017eili blog<\/span><\/a>, kde sd\u00edl\u00ed ka\u017ed\u00fd \u010dlen t\u00fdmu know-how ze sv\u00e9ho oboru. T\u00edm chceme uk\u00e1zat komunit\u011b, kdo je vlastn\u011b House of \u0158ez\u00e1\u010d a \u017ee to nen\u00ed jen Honza.<\/span><\/p>\n

\u010co \u0165a motivuje predn\u00e1\u0161a\u0165 na WordCamp Brno 2017?<\/b><\/p>\n

Je to teprve ned\u00e1vno, co jsem se vr\u00e1til z dvoulet\u00e9ho pobytu v zahrani\u010d\u00ed, tak\u017ee jsem dost odtr\u017een\u00fd od \u010desk\u00e9 webov\u00e9 komunity a r\u00e1d bych si v n\u00ed zase na\u0161el sv\u00e9 m\u00edsto. A samoz\u0159ejm\u011b chci ostatn\u00edm n\u011bco p\u0159edat. Nap\u0159\u00edklad n\u00e1m chod\u00ed spousta popt\u00e1vek na redesign, jen\u017ee v\u011bt\u0161inou je lep\u0161\u00ed jen postupn\u011b optimalizovat st\u00e1vaj\u00edc\u00ed \u0159e\u0161en\u00ed. Ale m\u00e1lokdo to d\u011bl\u00e1, proto si beru pr\u00e1v\u011b toto t\u00e9ma.<\/span><\/p>\n

A samoz\u0159ejm\u011b i kv\u016fli tomu pivu. \ud83d\ude42<\/span><\/p>\n

\"\"
Jak se n\u00e1m to, ksakru, na ten web dostalo? No nic, pivo zdarma bude! (Akor\u00e1t nev\u00edme kolik. A kde.)<\/figcaption><\/figure>\n

Ond\u0159ej bude na WordCampu mluvit o m\u011b\u0159en\u00ed, optimalizaci a zlep\u0161en\u00ed webu.<\/a> P\u0159ij\u010fte, bude to st\u00e1t za to.<\/b><\/p>\n","protected":false},"excerpt":{"rendered":"

Ond\u0159ej Henek pat\u0159\u00ed do \u0161pi\u010dky mezi analytiky, designery a optimaliz\u00e1tory. Ptali jsme se ho, pro\u010d lid\u00e9 \u0161patn\u011b ch\u00e1pou v\u00fdznam slova \u201cdesign\u201d, jak spr\u00e1vn\u011b jednat s klienty a tak\u00e9 na to, jak\u00e9 je to b\u00fdt sou\u010d\u00e1st\u00ed rodiny Jana \u0158ez\u00e1\u010de.<\/p>\n","protected":false},"author":15393193,"featured_media":1217,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[1079852],"tags":[],"class_list":["post-1213","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-rozhovory-se-spikry"],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/brno.wordcamp.org\/2017\/files\/2017\/09\/ondrej-henek-2-e1505924687464.jpg?fit=720%2C480&ssl=1","jetpack_sharing_enabled":true,"jetpack_shortlink":"https:\/\/wp.me\/p8K0Xj-jz","_links":{"self":[{"href":"https:\/\/brno.wordcamp.org\/2017\/wp-json\/wp\/v2\/posts\/1213","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/brno.wordcamp.org\/2017\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/brno.wordcamp.org\/2017\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/brno.wordcamp.org\/2017\/wp-json\/wp\/v2\/users\/15393193"}],"replies":[{"embeddable":true,"href":"https:\/\/brno.wordcamp.org\/2017\/wp-json\/wp\/v2\/comments?post=1213"}],"version-history":[{"count":3,"href":"https:\/\/brno.wordcamp.org\/2017\/wp-json\/wp\/v2\/posts\/1213\/revisions"}],"predecessor-version":[{"id":1257,"href":"https:\/\/brno.wordcamp.org\/2017\/wp-json\/wp\/v2\/posts\/1213\/revisions\/1257"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/brno.wordcamp.org\/2017\/wp-json\/wp\/v2\/media\/1217"}],"wp:attachment":[{"href":"https:\/\/brno.wordcamp.org\/2017\/wp-json\/wp\/v2\/media?parent=1213"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/brno.wordcamp.org\/2017\/wp-json\/wp\/v2\/categories?post=1213"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/brno.wordcamp.org\/2017\/wp-json\/wp\/v2\/tags?post=1213"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}