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!