Interaction Design Strategy - Happy Failing

http://www.flickr.com/photos/carbonnyc/33413040/
IxDStrategy
Do it rightwheneverythinggoeswrong
Per Axbom

@axbom
Per Axbom
1980
2010
2000
1990
1970

@axbom
Per Axbom
communication science
accessibility
expatriate
usability
INTERNET
interaction design
seo
motorcyclist
father/husband
user experience
consultant
strategy
big companies

I really, reallyhaterequirementspecifications

People are not rational
38.90
4.6%
Moreexpensive
19.90

I really love failing!

http://www.flickr.com/photos/phploveme/3452931508/sizes/o/

Key message
Always be prepared to explore alternative paths to success.

Whenthings go wrong…
Always be prepared to stopdoingwhat you are doing, do it anotherwayor do it more.

Example 1: The moving house form for electricity
STOP DESIGNING!

Lessons learned
Design is not aboutpicking a path and sticking to it, it’sabout finding the path that is better for the business.
Therecansometimes be confusionbetween the goals of the project and the goals of the business. Follow the money!
The business willthank you and remember you when you findefficient solutions.

Example 2: The corporate human resources (cv management) tool
SWERVE AND AVOID COLLISION

2 weeks

Lessons learned
Wellinto a projectwehave a lotmore information aboutneeds and behaviors. Use that information to createmorecost-efficient solutions!
Don’tforget to make gooduse of the tools and software you alreadyhave at hand. It willmean less frustration and less training.
Nevergive up.

Example 3: Making design talk money
GIVE MORE PRIORITY TO BUSINESS-DRIVEN DESIGN

Keep designing the website’s cash cow
Get people to the site.
Get peopledoing the right thing.
SEO 10%
CO 2%
14%
92%

Lessons learned
Design isconversionoptimization
Numbersspeakvolumes
We got one up on the SEO people!

Recap
Do not pursue design whichdoes not add to business value.
You mayhave to swervebutkeepgoingand work within the new boundaries.
Needmore time to get the design working? Make a case for it!
Usewhat you learnduring a project to createmorecost-efficient solutions.
Follow the money.

Key messageagain
You don’t make strategy so that there’sonepathto victory;
you make it so that as manypaths as possiblelead to somethingwhichisn’t loss.
At least you dounless you want to die.

Per Axbom
Thank you!
Happy failing!
uxa.se