Failure, it's part of the process – AIM Conference

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Slides from Daniel Burka's presentation at the Atlantic Internet Marketing conference in Halifax, Canada, in April 2009.

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Failure, it's part of the process – AIM Conference

  1. 1. Failure, it’s part of the process Getting iterative in your approach to design Credit: Flickr user ‘ucumari’
  2. 2. Dear Digg, Go fuck yourself. Your pal, — J.G.
  3. 3. Failure is a good thing? Sort of. Take chances and release. Listen and iterate Failure != Mistake
  4. 4. Who am I? What do I do? Creative Dir. Digg, Co-founder Pownce, Co-founder Silverorange
  5. 5. Your website sucks Trust me, it could be a lot better Photo Credit: Flickr user d-a-n-i-e-l
  6. 6. Digg c. 2005
  7. 7. Digg c. 2009
  8. 8. Desire paths Don’t try to predict everything Credit: Phil Gyford
  9. 9. Point Reyes Station, California, April 2009 Not a failure... a perfect opportunity
  10. 10. Credit: kimballhoman Realign, don’t redesign Cameron Moll is awfully clever... read it on A List Apart
  11. 11. Subtraction is iteration too Try to remove as much as you add – don’t be afraid to prune Credit: Rev Dan Catt
  12. 12. Credit: Flickr user ‘law_keven’ Really listen to your users Both explicit and implicit feedback are crucial to identifying successes and failures
  13. 13. A case study Digg comments
  14. 14. Step 1 Get it out there
  15. 15. Step 2 Add sophistication
  16. 16. by dburka 20 minutes ago Of course, what McCain is trying to avoid anyone noticing is that the problem isn't regulators failing to do their job; it's that that man he tapped to write his economic policy - Phil Gramm - removed oversight of the instruments that are laying waste to the finance sector from the regulators' job descriptions. Reply to this comment by marktrammell 16 minutes ago We all know McCain is incompetent when it comes to the economy, and that Phil Gramm sold out the finance sector. You would think they would have brought in someone with substance when Phil hit the road. 5 Replies to this comment by dburka 14 minutes ago We all know McCain is incompetent when it comes to the economy, and that Phil Gramm sold out the finance sector. You would think they would have brought in someone with substance when Phil hit the road. Step 3 5 Replies to this comment by kurtwilms 12 minutes ago Start revising We all know McCain is incompetent when it comes to the economy, and that Phil Gramm sold out the finance sector. You would think they would have brought in someone with substance when Phil hit the road. Reply to this comment by kevinrose 10 minutes ago
  17. 17. Establish goals Add multiple levels of nesting Reduce complexity of nesting Discourage top-posting Increase participation Improve quality of discussions Address scaling issues Make things feel simpler & improve interactions
  18. 18. by dburka 20 minutes ago Of course, what McCain is trying to avoid anyone noticing is that the problem isn't regulators failing to do their job; it's that that man he tapped to write his economic policy - Phil Gramm - removed oversight of the instruments that are laying waste to the finance sector from the regulators' job descriptions. Reply to this comment by marktrammell 16 minutes ago We all know McCain is incompetent when it comes to the economy, and that Phil Gramm sold out the finance sector. You would think they would have brought in someone with substance when Phil hit the road. 5 Replies to this comment by dburka 14 minutes ago We all know McCain is incompetent when it comes to the economy, and that Phil Gramm sold out the finance sector. You would think they would have brought in someone with substance when Phil hit the road. 5 Replies to this comment by kurtwilms 12 minutes ago We all know McCain is incompetent when it comes to the economy, and that Phil Gramm sold out the finance sector. You would think they would have brought in someone with substance when Phil hit the road. Reply to this comment by kevinrose 10 minutes ago
  19. 19. Measure success Add multiple levels of nesting Reduce complexity of nesting Discourage top-posting Increase participation Improve quality of discussions Address scaling issues Make things feel simpler & improve interactions
  20. 20. One long year... ( I’m sorry ) Credit: Flickr user xjrlokix
  21. 21. Then we got it right Well... sort of
  22. 22. Gather feedback Explicit and implicit
  23. 23. Set new goals (Idea is to avoid feature creep and gauge success) Make things feel simpler & improve interactions Improve performance Add most requested functionality
  24. 24. Create some comps Somewhere to start discussion
  25. 25. User test #1 Focus group novices and experts
  26. 26. Ask for more feedback Really? Yes.
  27. 27. Create refined comps In this case html/css/js comps
  28. 28. Implement Work closely with the development team
  29. 29. User test #2 Perform task analysis
  30. 30. Launch it! It works? It works!
  31. 31. Achieved goals? Make things feel simpler & improve interactions Improve performance Add most requested functionality
  32. 32. Still weak for casual visitors Scales technically, but not socially Pseudo-pagination is cool, but not great Hard to keep up-to-date with your conversations Onerous registration to comment Done? Nope Start on next iterations
  33. 33. Stay fit: Adapt to survive and thrive If iterative design isn’t instinctual, be convincing
  34. 34. Thanks! I’m dburka digg twitter flickr dopplr clustershot last.fm daniel@digg.com slides will be on slideshare.net/dburka

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