sxsw 13: why designers should care about measuring success
DESCRIPTION
"How do you know this idea is going to work?" This question tumbles even the most seasoned designers. Businesses are recognizing the importance of design and the competitive advantage that a design-led approach offers. Designers are moving up the corporate ranks and we're now beginning to see titles like "Design Strategist," "Chief Creative Officer" and "Chief Design Officer" take hold within organizations. As designers, the decisions that we are now making carry much more weight and inherently, more risk, to the companies we serve. This presentation proposes 3 questions that designers can ask to identify measurement of success early in the creative processes. It will explore methods to develop measurements that will enable designers to make faster decisions, create better alignment with businesses, and have more courage to push creative boundaries in our work.TRANSCRIPT
Hello.
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Hi#designms #sxsw
Dick Fosbury
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WHY DESIGNERSSHOULD CARE ABOUT MEASURING SUCCESSAlfred Lui . SXSW Interactive 2013
How do youknow this idea is going to work?
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Designers Love Change
Businesses Thrive onConsistency
Design as Strategic Function
Between Pixel-Pushing & Disrupting Industries
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IV I
IIIII
ExecutionStrategy
Between Pixel-Pushing & Disrupting Industries
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Crafting AestheticsTo provoke surprises and human desires.
IV I
IIIII
ExecutionStrategy
Between Pixel-Pushing & Disrupting Industries
Crafting StrategyTo determine what to make over short + long term.
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Crafting AestheticsTo provoke surprises and human desires.
IV I
IIIII
ExecutionStrategy
“Apple Does It”Google
PathPinterestSnapchatFacebook MintUberSquareZipCarTwitterLostIt
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Businesses’ Dilemma
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Our Dilemma
Incredibly hard to prove the future
Design means change, businesses thrive on consistency
Copying is not design
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RETOOLING FOR A NEW WORLD
Creating a Breadcrumb of Proof
Idea SolutionStorytelling
Idea SolutionStorytelling
PerceivedRisks
Creating a Breadcrumb of Proof
Idea SolutionStorytelling
PerceivedRisks
Creating a Breadcrumb of Proof
IncrementalProof
Viable
Expanding our Vocabulary
Desirable
Feasible
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Expanding our Vocabulary
Desirable Feasible Viable
EngagingEasy-to-useFunctionalAttractiveMagical
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Expanding our Vocabulary
Desirable Feasible Viable
EngagingEasy-to-useFunctionalAttractiveMagical
Prototype-ableScalableDistributable
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Expanding our Vocabulary
Desirable Feasible Viable
EngagingEasy-to-useFunctionalAttractiveMagical
Prototype-ableScalableDistributable ?
Measurement of Success is the interface between our disruptive ideas & the not-so-well-designed systems that we work within.
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Viable
Expanding our Vocabulary
Desirable
Feasible
Our New Tools
Move beyond story telling and create a breadcrumb of proof
Expand our vocabulary to include measurement of success
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HOW WILL WE DO IT?
3Things
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1
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Look Beyond The Brief
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“Instagram is ... a simple photo-sharing tool that allows you to snap pictures and easily post them to your Twitter, Facebook, Tumblr, and Flickr...”
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2
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Agree on Measurements Earlyand Expect New Ones
Threadless
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Controversy as a Measurement
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Testing Frequently, butMind Your Methods
3
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3
Media Player
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Why does this service exist?
How does success look like to you? How will we validate it?
Are we optimizing for an existing behavior, or creating new ones?
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Summary
Is LeanUX + Metrics Based Design a solution?• LeanUX has gained momentum and has a lot of
potential, but I don’t think culturally we have caught up to it yet.• Local Maxima? Google’s 41 Shades of Blue?
Ultimately this is not a matter of process,it is a matter of mind-set.
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A NEW JOURNEY
This is not about Losing Our Intuition
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It Is About Us Having an Expanded Responsibility
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IV I
IIIII
Bruce Quande Debbie Brill
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A Higher Measure
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Problems That We Now Solve
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How do youknow this idea is going to work?
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THANK YOU
@connection76Alfred Lui
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