interaction design strategy - happy failing
Post on 16-May-2015
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IxD StrategyDo it rightwhen everything goes wrong
Per Axbom
http://www.flickr.com/photos/carbonnyc/33413040/
INTERNET
@axbom
Per Axbom
usability accessibilitycommunication science
father/husbandmotorcyclist
expatriateinteraction design
user experience consultant
seo
strategy big companies
I really, really hate requirement specifications
I really love failing!
http://www.flickr.com/photos/phploveme/3452931508/sizes/o/
Key message
Always be prepared to explore alternative paths to success.
When things go wrong…
Always be prepared to stop doing what you are doing, do it another way or do it more.
Example 1: The moving house form for electricity
STOP DESIGNING!
Lessons learned
Design is not about picking a path and sticking to it, it’s about finding the path that is better for the business.
There can sometimes be confusion between the goals of the project and the goals of the business. Follow the money!
The business will thank you and remember you when you find efficient solutions.
Example 2: The corporate human resources (cv management) tool
SWERVE AND AVOID COLLISION
2 weeks
Lessons learned
Well into a project we have a lot more information about needs and behaviors. Use that information to create more cost-efficient solutions!
Don’t forget to make good use of the tools and software you already have at hand. It will mean less frustration and less training.
Never give up.
Example 3: Making design talk money
GIVE MORE PRIORITY TO BUSINESS-DRIVEN DESIGN
Keep designing the website’s cash cow
Feature Value
Search engine traffic 10 000
Conversion rate 3%
Conversions 300
Price 300
Revenue 90 000
PPC-costs 25 000
Net revenue 65 000
14% 92%
Value
11 000
3%
330
300
99 000
25 000
74 000
SEO 10%
Get people to the site.
Value
10 000
5%
500
300
150 000
25 000
125 000
CO 2%
Get people doing the right thing.
Lessons learned
Design is conversion optimization
Numbers speak volumes
We got one up on the SEO people!
Follow the money.
Recap Do not pursue design which does not add to business value.
You may have to swerve but keep going and work within the new boundaries.
Need more time to get the design working? Make a case for it!
Use what you learn during a project to create more cost-efficient solutions.
Key message again
You don’t make strategy so that there’s one path to victory;
you make it so that as many paths as possible lead to something which isn’t loss.
At least you do unless you want to die.
Per Axbom
uxa.se
Thank you! Happy failing!
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