Why We Fail

Why We Fail

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English
249 Pages

Description

Just as pilots and doctors improve by studying crash reports and postmortems, experience designers can improve by learning how customer experience failures cause products to fail in the marketplace. Rather than proselytizing a particular approach to design, Why We Fail holistically explores what teams actually built, why the products failed, and how we can learn from the past to avoid failure ourselves.


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Published 15 July 2013
Reads 1
EAN13 9781457102998
Language English
Document size 23 MB

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W H Y W E F A I L Learning from Experience Design Failures b yLo m ba r d i V i c to r Foreword by Don Norman
WHY WE FAIL LEARNING FROM EXPERIENCE DESIGN FAILURES
Victor Lombardi
Rosenfeld Media Brooklyn, New York
Why We Fail Learning from Experience Design Failures B Vîçô Lôàî
Rôŝéé Méîà, LLC
457 î Séé, #4R
Bôô, Né Yô
11215 USA
O é Wé: .ôŝéééîà.çô
Péàŝé ŝé éôŝ ô: éàà@ôŝéééîà.çô
Pûîŝé: Lôûîŝ Rôŝéé
Dééôéà Eîô: JôA Sîô
Côéîô: Bé Téôff
Iéîô Làôû: Dàîéé Fôŝé
Côé Déŝî: é Héàŝ ô Sàé
Côé Iûŝàîô: Jô Gà
Iéé: Nàç Gûéé
Pôôéàé: Kà Bôç
© 2013 Vîçô Lôàî
A Rîŝ Réŝéé
ISBN: 1-933820-17-9
ISBN-13: 978-1-933820-17-0
LCCN: 2013939950
Pîé à ôû î é Uîé Sàéŝ ô Aéîçà
For everyone brave enough to design into existence something entirely new in the hope of improving our world
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HOW TO USE THIS BOOK
Who Should Read This Book? Déŝîéŝ, ôûç ààéŝ, ôjéç ààéŝ, àééŝ, à é-éà ààéŝ î éîé àîçûà àçîçà ééfi ô îŝ ôô, àŝ éŝé àé é ôéŝ I à î î îé îî. Yé I àŝ çàéû ô àôî ûéçéŝŝà jàô ŝô ôéŝ î à îééŝ î é éçôô îûŝ çà éjô î àŝ é.
What’s in This Book? Chapter 1, “Eàçé Fàîûé,” ŝàŝ î à ŝô ô ôé ô  ô ô-éŝŝîôà àîûéŝ. îŝ fiŝ-éŝô éŝéçîé î îé ôû à ŝéŝé ô à à ééîéçé ééŝ îé àŝ à ôûç éŝîé à ô é çà àî ô éà ô àîûé. I é àûé à îîà éçôô îŝ éçôî à îà à ô ééà îé à îŝ ôô îôà ô ŝçé û. I ŝô ô é éà ô àîûé, à ô çûŝôé ééîéçé àîûé îŝ é à îfféé ô éîééî ô éŝî àîûé. Fîà, I éàî é çîéîà I ûŝé ô ŝééç é çàŝé ŝûîéŝ ô îŝ ôô.
Càéŝ 2 ôû 8 àé é çàŝé ŝûîéŝ.Chapter 2, “Gé é Rî Eéîéçé,” îçûéŝ é ŝôîéŝ ô BMW’ŝ îDîé ééàîçŝ ŝŝé à Gôôé’ŝ Wàé ôûàé ŝéîçé, îûŝàî ô àîûé çà ôîî-àé éà î é ôûç ééôé ççé, îé ŝî î é ôûç çôçé ŝàé.
Chapter 3, “Gé é Eéîéçé Rî,” îŝ àôû é OéID àûéîçà-îô ŝéîçé à ô ôî ôû à ûéŝé éçôô ŝàà çà éà ô ûéŝ ô éàŝ’ ô ô ûŝàî ééîéçé.
Chapter 4, “Pàô Fôôŝ Péôé,” éŝ é ŝô ô Wéŝàé, à é-ŝôà fiàçîà ààéé ŝéîçé, à ô à ŝûççéŝŝû ŝéîçé î à çûî-éé ŝàé çà é éàé  à çôéîô à ôçûŝéŝ ô à éà çûŝôé ééîéçé.
Chapter 5, “Déŝî ô Réfléçîô,” îŝ àôû é Mîçôŝô Zûé éîà àé, à ôûç éé î àŝ ôô àŝ îŝ îà, û ôé à àîé ô ŝôçîà à çûûà éàŝôŝ.
Chapter 6, “Gééàé Cîîçà Màŝŝ,” çôàéŝ Tîé ô çôéîô Pôçé à ŝôŝ ô à ŝûéîô éàûé ŝé ôéŝ’ ààŝ éŝû î à ŝûéîô ééîéçé.
Chapter 7, “Dô é Rî î,” ôfiéŝ é ôŝàîà ŝîé Càŝŝàéŝ.çô à é çôàç ààéé ŝéîçé Pàô. Bô îŝàé éîçà ûéŝîôàé ûŝîéŝŝ éàîô à àé éî çûŝôéŝ, é éî ŝôîéŝ ŝô à àî é î ôà îŝ’ ààŝ àŝ éàŝ àŝ àî à éçîŝîô ô ŝàçîfiçé ŝôé ééûé.
Chapter 8, “Càîàîé Yôûŝé,” çôéŝ é Sîà ôîé ôé ôéàî ŝŝé à Aé’ŝ Fîà Cû Pô X îéô éîî ŝôàé, ô ôûçŝ ôŝé îfféé àéŝ ô çàé ûŝé é î ô îfféé îéçîôŝ, ô ô îç îŝàôîé çûŝôéŝ.
Chapter 9, “W Wé Fàî,” ŝéŝîéŝ é ûéî éàŝôŝ ô àîé ééîéçé éŝîŝ à ôîŝ ô ûàî-çôô éôŝ ô ôé îûŝîéŝ ô ŝô à à ôà.
Chapter 10, “Aôî Fàîûé,” éîéŝ é éçé îŝô ô àî ûàî-çôô îéàŝ ô éŝî, ŝôàé ééôé, à ûŝîéŝŝ éûéŝ, à é çôééŝ éŝé î à éô ô àôî çûŝôé ééîéçé àîûé î ôû ô ô.
What Comes with This Book? îŝ ôô’ŝ çôàîô éŝîé (rosenfeldmedia.com/books/ why-we-fail/) çôàîŝ à ô à ôé àéîàŝ éàé ô é ôô. é ôô’ŝ îààŝ à ôé îûŝàîôŝ àé ààîàé ûé à Céàîé Côôŝ îçéŝé (é ôŝŝîé) ô ôû ô ôôà à îçûé î ôû ô éŝéàîôŝ. Yôû çà fi éŝé ô Fîç à www.flickr.com/photos/rosenfeldmedia/sets/.
How to Use This Book
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FREQUENTLY ASKED QUESTIONS
What kinds of products are described in this book? O é é ôûçŝ ôfié î îŝ ôô, ôû ô é àé éŝîéŝ (Càŝŝàéŝ.çô, Wàé, Pôçé, à Wéŝàé), ô ô é àé ŝéîçéŝ (Pàô à OéID), ôé îŝ à ŝôàé àçàé (Fîà Cû Pô X), ôé îŝ à ôéàî ŝŝé (Sîà), à ô àé ààé-àŝé (îDîé à Zûé). é éé à ééà çéàé î é Uîé Sàéŝ à Eûôé. A ô é éé éŝîé ô çôŝûéŝ àé à ô ûŝîéŝŝéŝ.
Why did you choose those products? I éà  éŝéàç  ŝûéî ôéŝ ô àîé ôûçŝ—ô ŝà ûéà-ô ŝà-ûŝ ô Bôô.çô, îç ŝé ôé à $100 îîô; à ô éà çôŝûé ŝôàé ŝûç àŝ WôSà ô é ôŝ éçé îéô àéŝ. I é ôçûŝé ô ôûçŝ à îé ô îôàé. éé àé çéàî à éàéŝ ô àîé ôûçŝ à éé àéŝ ô çô ôéŝ, ô éé ŝî îçééà îôééŝ ôé à çàé éîôûŝ, û ôŝé çàŝéŝ àé’ àŝ îééŝî ô îŝûçîé. I àŝô éçûé ôûçŝ à àîé éé éçàûŝé é çéàôŝ éé îçô-éé ô ôŝé éŝŝôŝ àé ôûàé ô îééà. SééChapter 1ô à ôé éààîô.
How do you define “failure”? é àîûéŝ î îŝ ôô àé çûŝôé ééîéçé àîûéŝ. é ô-ûçŝ ŝôéô àîé ô ôffé éî àûîéçéŝ à ôô ééîéçé. Aŝ à éŝû, é ôûç éîé àîé î é àéàçé (é.., Sîà) ô é çôà àŝ ôçé ô çàé é ôûç ô ôffé à éé ééîéçé î ôé ô ŝûîé î é àéàçé (é.., Pàô).Chapter 1àŝ ôé éàéŝ ô îŝ éfiîîô.
Isn’t a “customer experience failure” just another way to say it was a bad design? îŝ àŝ ôé é çàŝé î é àŝ é ôûçŝ éé ŝîé à çôû é jûé  éî îŝ ô ŝéçîfiçàîôŝ, ŝûç àŝ é ŝéé ô é ôçéŝŝô ô ô à çôôŝ é ŝçéé çôû îŝà. Bû ôà’ŝ îî-à ôûçŝ àé ŝô çôé é éàé î é îfféé. A ôûç ŝûç àŝ à ŝàôé à ŝéé ôô àŝé ô ô î ôôŝ à îŝ îŝ ô
ŝéçîfiçàîôŝ, à î î ûçîô ééç fié, û é ô’ ô î é îé î ûî é  î. Oû éàŝôŝ ô ûŝî éŝé çôé é ô-ûçŝ àé ûîàçéé, à ôû ééîéçéŝ ô é àé éôîôà à ŝûjéçîé. é àéexperiential products, à é àî îexperientialàŝ. IChapter 1I ôî ô ŝôé îéôŝ à îçé îûŝàé é îffé-éçé ééédesignàexperience.
Isn’t there usually some other, underlying cause of the failure, such as hiring poorly trained designers? Sôéîéŝ, û ô îŝ ôô I îé ô fi ŝôîéŝ à ééàé ôé îééŝî, éŝŝ ôîôûŝ éŝŝôŝ. Fô éàé, à ôûç î ô fié ô ôé àûîéçé û àî é îé ô à îfféé àûîéçé (é.., OéID). O ôé àŝéç ô é ééîéçé é î î é îà, ŝûç àŝ à éŝîé à îŝ ààŝ ààîàé, ôéŝ’ éà à çôéîô ôŝé éŝîé îŝ ôé ô ô àîéàçé (é.., Pôçé). O ô ŝîîà ôûçŝ î ôffé à ŝîîà ééîéçé ô é çôŝûé, û ôé î àî éçàûŝé ô çûûà à ŝôçîà éàŝôŝ (é.., Zûé).
I à çàŝé, I àŝô ôô éî é ééîéîà éàŝô ô àîûé ô fi à çàûŝé à àîûé. Séé é “W é Eéîéçé Fàîé” à “é Uéî Càûŝé” ŝéçîôŝ î é Sûàîéŝ à éChapters 2 through 8.
Is experience design the main way products fail? Pôûçŝ çà àî ô à éàŝôŝ, ô àûçîôî éçôô ô îéfféçîé àéî. îŝ ôô ôçûŝéŝ ô çûŝôé ééîéçé àî-ûé éçàûŝé î’ŝ éàîé é à ô éôû àŝ éé îé àôû î ô àé.
Isn’t learning from failure overrated? éé’ŝ à àûé à ŝàŝ ôû ŝôû ŝû ôû ŝûççéŝŝéŝ à é  ô ééà ôŝé ŝûççéŝŝéŝ, àî é à îé éé éàç îé. à’ŝ fié î à ôû’é ôî îŝ ŝîé à îŝ ŝîîà ô ŝôé-î ôû’é ôé î é àŝ, ŝûç àŝ éŝîî à “Côàç Uŝ” ô ô à éŝîé. Bû à I ŝéé î é ééîéçé éŝî fié îŝ çàé—à ô ô çàé. Téçôô, ôûçŝ, çûŝôéŝ’ ééçàîôŝ, à çûûé
Frequently Asked Questions
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àé à çàî ûîç. Tô î é çà ô ééà à ôé î é àŝ îŝ îŝû îî. I éîéé é éé éôŝ ô é ûŝ ûé-ŝà çûŝôéŝ’ çûé ééîéçéŝ, ûîç àé éŝî çàéŝ, à àôî àîûé ô é ôûç ô ôjéç éé.Chapter 1àŝ à ôé éààîô ô  éàî ô àîûé îŝ ûŝéû.
You recommend using a design process based on the scientific method, but how is that relevant to design? Fîŝ, éçàûŝé é ŝçîéîfiç éô îŝ à ûîéŝà ûéŝôô, ééà-àé éçîûé à ûéîéŝ ôû çîîîàîô’ŝ àŝŝîé ôéŝŝ ŝîçé é 17 çéû. Déŝî îŝ àôû çéàî ŝôéî à ôŝ ô éôé, à é çà ûŝé é ŝçîéîfiç éô ô îŝçôéî î à ŝôéî î îéé ô.
Séçô, à éàŝô é ŝçîéîfiç éô ôŝ é îŝ éçàûŝé î ŝééŝ ô éôé ŝçôôîçà îàŝéŝ ô ôû ô  àîôà à éîçî ŝàî ô ôû éŝîŝ ŝôû ô, ô é î éŝ é, à ô é ŝôû éàûàé é éŝûŝ ô é éŝŝ.Chapter 9îŝçûŝŝéŝ à ôŝ ô ŝçôôîçà ôéŝ à éà ô àîûé, àChapter 10ôûîéŝ ô ô à é ŝçîéîfiç éô ô ôû ô.
How can I use this book to avoid failure in my work? éé àé à éàŝ éé àŝ:
I ôû àé à ôûç ŝîîà ô é ôéŝ î îŝ ôô, ôû çà îéç à é éŝŝôŝ éàé. Fô éàé, î ôû ôûç îôéŝ ŝôçîà éôî, ôû à ôû çôéàûéŝ ŝôû éàChapter 6àôû Pôçé. é, àŝ à ôû, ŝû é é ôîŝ î é Léŝŝôŝ à Sûà ŝéçîôŝ à é é ô é çàé. Côàé é ô ôû àçîçŝ à ŝàé ô ŝéé î ôû î é àî é ŝàé îŝŝéŝ.
Péàŝ ôû ôûçŝ àé ŝàé ô é jûé ô éî çûŝôéŝ’ éé-îéçé àé à ôûç éôàçé (ŝéé éààîô îChapter 1). Fô éàé, ééîŝîô, ûŝîçà îŝûéŝ, ôé àûôàîô, à àûô-ôîé ééàîçŝ àé ôûç çàéôîéŝ çûé àî îŝ àŝîîô. I ŝô, ôçûŝ ôChapters 5 and 8ô éà ô ôé ôûç çàéôîéŝ
Frequently Asked Questions
(ôîé ôéŝ à éîà àéŝ) à àé îŝ àŝîîô. é ôû à à ô ŝà àî é éô éŝçîé îChapter 10ô ééô à éŝ ôû ôûçŝ î ôû çûŝôéŝ’ ééîéçé î î.
I ôû’é à àîûéŝ î é àŝ, ôû çà çôûç à ôŝôé ô ûéŝà  é ôûçŝ àîé à àé çàéŝ ô àôî àîûé î é ûûé. Uŝé é éô îChapter 10, àîçûà ŝé 1 (“Ué-ŝà é Cûŝôé Eéîéçé”), à éé ô é Réŝôûçéŝ ŝéçîô à é àç ô é ôô ô ôé ŝéçîfiç ûîàçé.
Frequently Asked Questions
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