SXSW 13: Why Designers Should Care About Measuring Success
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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 ...

"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.

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    SXSW 13: Why Designers Should Care About Measuring Success SXSW 13: Why Designers Should Care About Measuring Success Presentation Transcript

    • Hello. #designms #sxsw
    • Image credit: http://orangeberrydesign.com #designms #sxsw
    • Hi #designms #sxsw
    • Dick Fosbury #designms #sxsw
    • Image credit: dazzleships.typepad.com #designms #sxsw
    • WHY DESIGNERSSHOULD CAREABOUT MEASURINGSUCCESSAlfred Lui . SXSW Interactive 2013
    • How do youknow this idea is going to work? #designms #sxsw
    • Designers Love Change Businesses Thrive on Consistency
    • Design as Strategic Function
    • Between Pixel-Pushing &Disrupting Industries Strategy Execution IV I III II #designms #sxsw
    • Between Pixel-Pushing &Disrupting Industries Strategy Execution IV I III II Crafting Aesthetics To provoke surprises and human desires. #designms #sxsw
    • 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
    • Google“Apple Does It”PathPinterestSnapchatFacebookMintUberSquareZipCarTwitter #designms #sxsw
    • Businesses’ Dilemma #designms #sxsw
    • Our DilemmaIncredibly hard to prove the futureDesign means change, businessesthrive on consistencyCopying is not design #designms #sxsw
    • RETOOLING FOR ANEW WORLD
    • Creating a Breadcrumb of Proof Idea Solution Storytelling
    • Creating a Breadcrumb of Proof Perceived Risks Idea Solution Storytelling
    • Creating a Breadcrumb of Proof Perceived Risks Idea Solution Storytelling Incremental Proof
    • Expanding our Vocabulary Desirable Feasible Viable #designms #sxsw
    • Expanding our Vocabulary Desirable Feasible Viable Engaging Easy-to-use Functional Attractive Magical #designms #sxsw
    • Expanding our Vocabulary Desirable Feasible Viable Engaging Prototype-able Easy-to-use Scalable Functional Distributable Attractive Magical #designms #sxsw
    • Expanding our Vocabulary Desirable Feasible Viable Engaging Prototype-able Easy-to-use Functional Attractive Scalable Distributable ? Magical #designms #sxsw
    • 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
    • Expanding our Vocabulary Desirable Feasible Viable #designms #sxsw
    • Our New ToolsMove beyond story telling and createa breadcrumb of proofExpand our vocabulary to includemeasurement of success #designms #sxsw
    • HOW WILL WE DO IT?
    • 3Things #designms #sxsw
    • 1Look Beyond The Brief #designms #sxsw
    • #designms #sxsw
    • Instagram #designms #sxsw
    • “Instagram is ... a simplephoto-sharing tool thatallows you to snap picturesand easily post them to yourTwitter, Facebook, Tumblr,and Flickr...” #designms #sxsw
    • #designms #sxsw
    • 2Agree on Measurements Early and Expect New Ones #designms #sxsw
    • ThreadlessImage credit: http://www.threadless.com
    • Controversy as a MeasurementImage credit: http://www.threadless.com #designms #sxsw
    • 3Testing Frequently, but Mind Your Methods #designms #sxsw
    • Media Player #designms #sxsw
    • 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
    • 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
    • A NEW JOURNEY
    • This is not about Losing Our IntuitionImage credit: http://www.flickr.com/photos/grassvalleylarry/8218289132/ #designms #sxsw
    • It Is About Us Having anExpanded Responsibility IV I III II #designms #sxsw
    • Bruce Quande Debbie Brill #designms #sxsw
    • A Higher Measure #designms #sxsw
    • Problems That We Now Solve #designms #sxsw
    • How do youknow this idea is going to work? #designms #sxsw
    • THANK YOU
    • Alfred Lui @connection76Image credit: http://orangeberrydesign.com #designms #sxsw