Interaction Design Strategy - Happy Failing

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Presentation from my talk at Interact 2009

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  • The go-toguy at work for askingaboutweb trends and social media.I’m the guy in projects who sayshye, there’sanotherway to do that, or hey, I knowhowwecansave a ton of money by doing it a different way. PL hateme. Clients love me.Feelfree to Twitter as I speak
  • The go-toguy at work for askingaboutweb trends and social media.I’m the guy in projects who sayshye, there’sanotherway to do that, or hey, I knowhowwecansave a ton of money by doing it a different way. PL hateme. Clients love me.Feelfree to Twitter as I speak
  • Theygive no indication of how to measuresuccessotherthanblindlycheckingoffonerequirement after the other.So you do not knowanythingabout the internet and you decided to write a requirementspecification for a new website?Yes!- Wellgood for you!
  • Wetend to forget that projectmembers are people.People are not rational.Projects needflexibility.
  • The 18-digit ID of the physicalfacility that delivers your electricity.
  • The requirementspecification and the project plan said: build a form.
  • Interaction Design Strategy - Happy Failing

    1. 1. http://www.flickr.com/photos/carbonnyc/33413040/<br />IxDStrategy<br />Do it rightwheneverythinggoeswrong<br />Per Axbom<br />
    2. 2. @axbom<br />Per Axbom<br />1980<br />2010<br />2000<br />1990<br />1970<br />
    3. 3. @axbom<br />Per Axbom<br />communication science<br />accessibility<br />expatriate<br />usability<br />INTERNET<br />interaction design<br />seo<br />motorcyclist<br />father/husband<br />user experience<br />consultant<br />strategy<br />big companies<br />
    4. 4. I really, reallyhaterequirementspecifications<br />
    5. 5. People are not rational<br />38.90<br />4.6%<br />Moreexpensive<br />19.90<br />
    6. 6. I really love failing! <br />
    7. 7. http://www.flickr.com/photos/phploveme/3452931508/sizes/o/<br />
    8. 8.
    9. 9. Key message<br />Always be prepared to explore alternative paths to success.<br />
    10. 10. Whenthings go wrong…<br />Always be prepared to stopdoingwhat you are doing, do it anotherwayor do it more.<br />
    11. 11. Example 1: The moving house form for electricity<br />STOP DESIGNING!<br />
    12. 12.
    13. 13.
    14. 14. Lessons learned<br />Design is not aboutpicking a path and sticking to it, it’sabout finding the path that is better for the business.<br />Therecansometimes be confusionbetween the goals of the project and the goals of the business. Follow the money!<br />The business willthank you and remember you when you findefficient solutions.<br />
    15. 15. Example 2: The corporate human resources (cv management) tool<br />SWERVE AND AVOID COLLISION<br />
    16. 16.
    17. 17. 2 weeks<br />
    18. 18. Lessons learned<br />Wellinto a projectwehave a lotmore information aboutneeds and behaviors. Use that information to createmorecost-efficient solutions!<br />Don’tforget to make gooduse of the tools and software you alreadyhave at hand. It willmean less frustration and less training.<br />Nevergive up.<br />
    19. 19. Example 3: Making design talk money<br />GIVE MORE PRIORITY TO BUSINESS-DRIVEN DESIGN<br />
    20. 20. Keep designing the website’s cash cow<br />Get people to the site.<br />Get peopledoing the right thing.<br />SEO 10%<br />CO 2%<br />14%<br />92%<br />
    21. 21. Lessons learned<br /> Design isconversionoptimization<br />Numbersspeakvolumes<br />We got one up on the SEO people!<br />
    22. 22. Recap<br />Do not pursue design whichdoes not add to business value.<br />You mayhave to swervebutkeepgoingand work within the new boundaries.<br />Needmore time to get the design working? Make a case for it!<br />Usewhat you learnduring a project to createmorecost-efficient solutions.<br />Follow the money.<br />
    23. 23. Key messageagain<br />You don’t make strategy so that there’sonepathto victory;<br />you make it so that as manypaths as possiblelead to somethingwhichisn’t loss.<br />At least you dounless you want to die.<br />
    24. 24. Per Axbom<br />Thank you!<br />Happy failing!<br />uxa.se<br />

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