Designing for Failure - presentation at IA Summit 2013

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These are the slides for the presentation "Designing for Failure" that I gave at IA Summit 2013 in Baltimore

Published in: Design

Designing for Failure - presentation at IA Summit 2013

  1. 1. Designing for FailureHow negative personas and faileduser journeys make a better website Annie Drynan @Drys #NegativePersonas
  2. 2. What do I mean?Can’t control who uses a site or serviceSome won’t be able to do what they wantDisappointment leads to complaints
  3. 3. Talking aboutPersonasWhy disappointed users matterA case study, and what other sites do
  4. 4. Personas | Why disappointed users matter | Case studyPersonasOur clients wantOur clients would ratherdidn’t comeThose who come but may notbe satisfied
  5. 5. Personas | Why disappointed users matter | Case studyPrimary personas‘Happy Paths’Primary personas aren’t enoughChanges to functionality let them down
  6. 6. Personas | Why disappointed users matter | Case studyAnti-personasBad people we want to discourage
  7. 7. "non targets""people you do not want to build theproduct for."Pruitt and Adlin "The Persona Lifecycle", 2006
  8. 8. You will not...incorporate... any... content that is not created byyou...!...publish... sexually related text, photographs... orcontent that is defamatory, obscene, indecent,threatening, abusive or hateful.MailChimp Terms of Use - captured 27 January 2013
  9. 9. Personas | Why disappointed users matter | Case studyMore anti-personasPeople who intend harmPeople who are too young
  10. 10. Personas | Why disappointed users matter | Case studyNegative personasNot the primary audience but may stillcome - and be disappointed?
  11. 11. “...existence helps us to understandwhom we are not designing for”“some are defined only to make it clearwe are not designing for them”Cooper: The Inmates are Running the Asylum, 1999
  12. 12. Personas | Why disappointed users matter | Case studyContemplatingnegative personasAre we giving them what they need?
  13. 13. Talking aboutPersonasWhy disappointed users matterA case study, and what other sites do
  14. 14. Personas | Why disappointed users matter | Case study“Having people love your product, even ifit is only a minority, is how you succeed”Cooper: The Inmates are Running the Asylum, 1999
  15. 15. Personas | Why disappointed users matter | Case studyWhat do I mean?Not designing for “everyone”Acknowledge and handle pain pointsIncrease the number of satisfied visitors
  16. 16. Personas | Why disappointed users matter | Case studyDoes it matter?Reduce the chance of complaintsMake social media a positive force
  17. 17. From time to time we need to make changes to ourpublished timetables... You can find a summary ofthe planned changes here…“can we have some proper improvements...”“the amount of disruption on the lines is becomingtoo much...”“Do I really need a timetable? Trains... are alwayslate anyway”First Great Western Facebook page - Feb 2013
  18. 18. Talking aboutPersonasWhy disappointed users matterA case study, and what other sites do
  19. 19. Personas | Why disappointed users matter | Case studyAssessing the issuesNo sales onlineNo prices onlineColours online are not always accurateSome existing functionality removed
  20. 20. Personas | Why disappointed users matter | Case studyPlanning our solutionMini-negative personas - who?What do they legitimately want to do?Can they do it?
  21. 21. Personas | Why disappointed users matter | Case studyUsing negative personasFailed user journeysHighlight implications of reduced features
  22. 22. Personas | Why disappointed users matter | Case studyShowing failed journeys I just want to It’s taking too search using long to load words for colour all these that make sense colours on to me my phone I’ve found a How do I know colour I like what equipment but I can’t I need and how buy it much it will online? cost?
  23. 23. Personas | Why disappointed users matter | Case studyEffective messagingExplain what the site is aboutState what isn’t possibleBe honest, but not apologetic
  24. 24. Who is this website for?...aimed at young people... people of different agesfind the site useful.... anyone is welcome to readthe... site... happy to receive feedback and enquiriesfrom anyone... specifically for younger people, wewill only put up messages... etc. from young peopleup to the age of 25.There are various grief groups available on theinternet for adults.RD4U.org.uk captured March 2013
  25. 25. The Hans Brinker Budget Hotel has been proudlydisappointing travellers for forty years.Boasting levels of comfort comparable to a minimum-security prison, the Hans Brinker also offers someplumbing and an intermittently open canteen servinga wide range of dishes based on runny eggs.... amenities include:- A basement bar with limited light and no fresh air.http://www.hans-brinker.com/ captured March 2013
  26. 26. Personas | Why disappointed users matter | Case study‘Find a store’ toolOffer the next best thing to shoppingonline - find the nearest store
  27. 27. http://www.brasher.co.uk captured March 2013
  28. 28. Personas | Why disappointed users matter | Case studyContact usProminent link to email address andphone numberContain complaints within customersupport
  29. 29. A member of our sales team will contactyou to discuss your holidayrequirements, check availability for yourchosen departure date and help you tomake your booking.http://www.headwater.com/ captured March 2013
  30. 30. ConclusionsKnow your primary personasAnd know what non-primary personasmight doAvoid annoying the unexpected userDesign for success or failure?
  31. 31. Thank you Annie Drynan adrynan at gmail dot com @Drys

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