SXSW 13: Why Designers Should Care About Measuring Success

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"How do you know this idea is going to work?" This question tumbles even the most seasoned designers. Businesses are recognizing the importance of design and the competitive advantage that a design-led approach offers. Designers are moving up the corporate ranks and we're now beginning to see titles like "Design Strategist," "Chief Creative Officer" and "Chief Design Officer" take hold within organizations. As designers, the decisions that we are now making carry much more weight and inherently, more risk, to the companies we serve. This presentation proposes 3 questions that designers can ask to identify measurement of success early in the creative processes. It will explore methods to develop measurements that will enable designers to make faster decisions, create better alignment with businesses, and have more courage to push creative boundaries in our work.

Published in: Design

SXSW 13: Why Designers Should Care About Measuring Success

  1. Hello. #designms #sxsw
  2. Image credit: http://orangeberrydesign.com #designms #sxsw
  3. Hi #designms #sxsw
  4. Dick Fosbury #designms #sxsw
  5. Image credit: dazzleships.typepad.com #designms #sxsw
  6. WHY DESIGNERSSHOULD CAREABOUT MEASURINGSUCCESSAlfred Lui . SXSW Interactive 2013
  7. How do youknow this idea is going to work? #designms #sxsw
  8. Designers Love Change Businesses Thrive on Consistency
  9. Design as Strategic Function
  10. Between Pixel-Pushing &Disrupting Industries Strategy Execution IV I III II #designms #sxsw
  11. Between Pixel-Pushing &Disrupting Industries Strategy Execution IV I III II Crafting Aesthetics To provoke surprises and human desires. #designms #sxsw
  12. Between Pixel-Pushing &Disrupting Industries Strategy Execution IV I III IICrafting Strategy Crafting AestheticsTo determine what to make To provoke surprisesover short + long term. and human desires. #designms #sxsw
  13. Google“Apple Does It”PathPinterestSnapchatFacebookMintUberSquareZipCarTwitter #designms #sxsw
  14. Businesses’ Dilemma #designms #sxsw
  15. Our DilemmaIncredibly hard to prove the futureDesign means change, businessesthrive on consistencyCopying is not design #designms #sxsw
  16. RETOOLING FOR ANEW WORLD
  17. Creating a Breadcrumb of Proof Idea Solution Storytelling
  18. Creating a Breadcrumb of Proof Perceived Risks Idea Solution Storytelling
  19. Creating a Breadcrumb of Proof Perceived Risks Idea Solution Storytelling Incremental Proof
  20. Expanding our Vocabulary Desirable Feasible Viable #designms #sxsw
  21. Expanding our Vocabulary Desirable Feasible Viable Engaging Easy-to-use Functional Attractive Magical #designms #sxsw
  22. Expanding our Vocabulary Desirable Feasible Viable Engaging Prototype-able Easy-to-use Scalable Functional Distributable Attractive Magical #designms #sxsw
  23. Expanding our Vocabulary Desirable Feasible Viable Engaging Prototype-able Easy-to-use Functional Attractive Scalable Distributable ? Magical #designms #sxsw
  24. Measurement of Success is the interface between our disruptive ideas & the not-so-well-designed systems that we work within.Image credit: http://vi.sualize.us/anuncio_type_design_love_comic_sans_picture_qmJ.html #designms #sxsw
  25. Expanding our Vocabulary Desirable Feasible Viable #designms #sxsw
  26. Our New ToolsMove beyond story telling and createa breadcrumb of proofExpand our vocabulary to includemeasurement of success #designms #sxsw
  27. HOW WILL WE DO IT?
  28. 3Things #designms #sxsw
  29. 1Look Beyond The Brief #designms #sxsw
  30. #designms #sxsw
  31. Instagram #designms #sxsw
  32. “Instagram is ... a simplephoto-sharing tool thatallows you to snap picturesand easily post them to yourTwitter, Facebook, Tumblr,and Flickr...” #designms #sxsw
  33. #designms #sxsw
  34. 2Agree on Measurements Early and Expect New Ones #designms #sxsw
  35. ThreadlessImage credit: http://www.threadless.com
  36. Controversy as a MeasurementImage credit: http://www.threadless.com #designms #sxsw
  37. 3Testing Frequently, but Mind Your Methods #designms #sxsw
  38. Media Player #designms #sxsw
  39. SummaryWhy does this service exist?How does success look like to you? How willwe validate it?Are we optimizing for an existing behavior, orcreating new ones? #designms #sxsw
  40. Is LeanUX + Metrics BasedDesign a solution?• LeanUX has gained momentum and has a lot of potential, but I don’t think culturally we have caught up to it yet.• Local Maxima? Google’s 41 Shades of Blue? Ultimately this is not a matter of process, it is a matter of mind-set. #designms #sxsw
  41. A NEW JOURNEY
  42. This is not about Losing Our IntuitionImage credit: http://www.flickr.com/photos/grassvalleylarry/8218289132/ #designms #sxsw
  43. It Is About Us Having anExpanded Responsibility IV I III II #designms #sxsw
  44. Bruce Quande Debbie Brill #designms #sxsw
  45. A Higher Measure #designms #sxsw
  46. Problems That We Now Solve #designms #sxsw
  47. How do youknow this idea is going to work? #designms #sxsw
  48. THANK YOU
  49. Alfred Lui @connection76Image credit: http://orangeberrydesign.com #designms #sxsw

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