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Interaction Design Strategy - Happy Failing
 

Interaction Design Strategy - Happy Failing

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Presentation from my talk at Interact 2009

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 Interaction Design Strategy - Happy Failing Presentation Transcript

  • 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