Interaction Design Strategy – Happy Failing

Per Axbom discusses the importance of being flexible and adapting when designing solutions. He provides three examples where stopping the current design approach and exploring alternatives led to better outcomes for the business. The key lessons are to follow the goals of the business over the goals of any individual project, use new information to create more efficient solutions, and recognize that numbers and metrics should guide design decisions over sticking to any predetermined path. Design is about continuous optimization, not picking a single path at the start.

Transcript

1. IxD Strategy Do it right when everything goes wrong Per Axbom http://www.flickr.com/photos/carbonnyc/33413040/
2. INTERNET Per Axbom
3. I really, really hate requirement specifications
4. People are not rational 19.90 38.90 4.6% More expen sive
5. I really love failing!
6. http://www.flickr.com/photos/phploveme/3452931508/sizes/o/
8. Key message Always be prepared to explore alternative paths to success.
9. When things go wrong… Always be prepared to stop doing what you are doing, do it another way or do it more.
10. Example 1: The moving house form for electricity STOP DESIGNING!
13. Lessons learned nDesign is not about picking a path and sticking to it, it’s about finding the path that is better for the business. nThere can sometimes be confusion between the goals of the project and the goals of the business. Follow the money! nThe business will thank you and remember you when you find efficient solutions.
14. Example 2: The corporate human resources (cv management) tool SWERVE AND AVOID COLLISION
16. 2 weeks
17. Lessons learned nWell into a project we have a lot more information about needs and behaviors. Use that information to create more cost-efficient solutions! nDon’t forget to make good use of the tools and software you already have at hand. It will mean less frustration and less training. nNever give up.
18. Example 3: Making design talk money GIVE MORE PRIORITY TO BUSINESS-DRIVEN DESIGN
19. 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.
20. Lessons learned n Design is conversion optimization n Numbers speak volumes n We got one up on the SEO people!
21. 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.
22. 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.
23. Per Axbom Thank you! Happy failing!