The document discusses failing fast and learning from failures in product development. It provides examples of products that failed after investing significant resources and identifies what went wrong. The key messages are that thinking big, planning big, and designing big can lead to big failures from which big lessons can be learned. Failures are reframed as opportunities to learn and improve. Successful products are also highlighted that achieved results with fewer resources by failing quickly and learning faster.

1. Fail =
win! UX e di ti on
May 9, 2012 • Startup HQ, SFCA
Kate Rutter, Co-Founder & Principal
kate@luxr.co http://luxr.co
@katerutter @luxrco

2. a story...
MVP + amazing research
+ visionary idea
Maximum + engaged team
Vision + executive support
x 6 months
Possible
= product that
will save lives
LUXR.CO • FAILCHAT • 9 MAY 2012

3. risk
time
LUXR.CO • FAILCHAT • 9 MAY 2012

4. a story...
+ 4 designers
+ 4 researchers
+ 3 developers
+ 2 executives
x 6 months
= 1000s of hours
LUXR.CO • FAILCHAT • 9 MAY 2012

5. a story...
+ 4 designers
+ 4 researchers
+ 3 developers
+ 2 executives
x 6 months
= 1000s ofsaved
no lives hours
LUXR.CO • FAILCHAT • 9 MAY 2012

6. a story...
+ 4 designers
+ 4 researchers
+ 3 developers
+ 2 executives
x 6 months
= 1000s ofsaved
no lives hours
= NO PRODUCT
LUXR.CO • FAILCHAT • 9 MAY 2012

7. L
a story...
FA I
LUXR.CO • FAILCHAT • 9 MAY 2012
+ 4 designers
+ 4 researchers
+ 3 developers
+ 2 executives
x 6 months
= 1000s ofsaved
no lives hours
= NO PRODUCT

8. the biggest UX fail is...
the UX that doesn’t
ever get into the hands
of people.
LUXR.CO • FAILCHAT • 9 MAY 2012

9. }
Think big.
Plan big. FAIL BIG
Design big.
The recovery? } LEARN BIG
LUXR.CO • FAILCHAT • 9 MAY 2012

10. LUXR.CO • FAILCHAT • 9 MAY 2012

11. another story...
LUXR.CO • FAILCHAT • 9 MAY 2012

12. Hello, Bento!
LUXR.CO • FAILCHAT • 9 MAY 2012

13. Hello, Bento!
LUXR.CO • FAILCHAT • 9 MAY 2012

14. Hello, Bento!
LUXR.CO • FAILCHAT • 9 MAY 2012

15. Hello, Bento!
LUXR.CO • FAILCHAT • 9 MAY 2012

16. Hello, Bento!
LUXR.CO • FAILCHAT • 9 MAY 2012

17. Hello, Bento!
LUXR.CO • FAILCHAT • 9 MAY 2012

18. Hello, Bento!
LUXR.CO • FAILCHAT • 9 MAY 2012

19. what went wrong?
LUXR.CO • FAILCHAT • 9 MAY 2012

20. no clear cue too much text hard to open couldn’t see video set
to get online nobody read the box, grrrr the drawing in looked boring
the video
too many couldn’t keep folded blank hard to set
pieces in the no blank
track of different
paper in box paper looked up video
box guides weird account
tape kept
falling out
what went wrong?
fixed band on
journal was
annoying
belly band
fell off
impossible to
open Yay box
without a knife
didn’t know how
much time it
would take to do
stickynotes casual design velcro closure
shouldn’t be supplies box not quote was
interesting off-target didn’t feel on band kept
wrapped “real” ripping off
sticker on no easy way confused by
poster ripped where’s the too much text
candy? to post a on login page
different brand
paper photo to site on video site
mobile app video instructions mono audio on wanted more clearer
complete fail
didn’t exactly video was related boxes instructions on
match oucome distracting video step 5
LUXR.CO • FAILCHAT • 9 MAY 2012

21. no clear cue too much text hard to open couldn’t see video set
to get online nobody read the box, grrrr the drawing in looked boring
the video
too many couldn’t keep folded blank hard to set
pieces in the no blank
track of different
paper in box paper looked up video
box guides weird account
tape kept
falling out
what went wrong?
fixed band on
journal was
annoying
belly band
fell off
impossible to
open Yay box
without a knife
didn’t know how
much time it
would take to do
stickynotes casual design velcro closure
shouldn’t be supplies box not quote was
interesting off-target didn’t feel on band kept
wrapped “real” ripping off
sticker on no easy way confused by
poster ripped where’s the too much text
candy? to post a on login page
different brand
paper photo to site on video site
mobile app video instructions mono audio on wanted more clearer
complete fail
didn’t exactly video was related boxes instructions on
match oucome distracting video step 5
LUXR.CO • FAILCHAT • 9 MAY 2012

22. no clear cue too much text hard to open couldn’t see video set
to get online nobody read the box, grrrr the drawing in looked boring
risk the video
too many couldn’t keep folded blank hard to set
pieces in the no blank
track of different
paper in box paper looked up video
box guides weird account
tape kept fixed band on belly band impossible to didn’t know how
falling out journal was fell off
open Yay box much time it
annoying without a knife would take to do
stickynotes casual design velcro closure
shouldn’t be supplies box not quote was
interesting off-target didn’t feel on band kept
wrapped “real” ripping off
sticker on no easy way confused by
poster ripped where’s the too much text
candy? to post a on login page
different brand
paper on video site
time
photo to site
mobile app video instructions mono audio on wanted more clearer
complete fail
didn’t exactly video was related boxes instructions on
match oucome distracting video step 5
LUXR.CO • FAILCHAT • 9 MAY 2012

23. a story...
w in in
w
w in
w in
win + 3 people
x 36 days
= PRODUCT
LUXR.CO • FAILCHAT • 9 MAY 2012

24. a story...
w in in
w
w in
w in
win + 3 people
x 36 days
= PRODUCT
LUXR.CO • FAILCHAT • 9 MAY 2012

25. LUXR.CO • FAILCHAT • 9 MAY 2012

26. }
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27. }
LUXR.CO • FAILCHAT • 9 MAY 2012

28. What’s next?
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29. }
LUXR.CO • FAILCHAT • 9 MAY 2012

30. My fail=win checklist:
If I am extremely
reluctant and even
embarrassed to show
Iʼm doing it
right. ✓
the design...
If I feel comfortable I should have
or proud of it... shown it sooner. !
If I feel stuck... I GO FASTER.
!
LUXR.CO • FAILCHAT • 9 MAY 2012

31. http://www
.ebaumsw
orld.com/p
ictures/view
/81729951
/
MAY THE FAIL BE WITH YOU.
LUXR.CO • FAILCHAT • 9 MAY 2012

32. Thanks!
Kate Rutter, Co-Founder & Principal
kate@luxr.co http://luxr.co
@katerutter @luxrco May 9, 2012 • Startup HQ, SFCA
* Slides available on slideshare May 10th
slideshare.net/intelleto
shout-outs to...
• All the New Context Conference folks who tested our product
• Janice Fraser & Jason Fraser, LUXr.co
• Chris Jones @ Hot Studios : Risk reduction model
• Gina Bianchini & The Mightybell Team : www.mightybell.com
LUXR.CO • FAILCHAT • 9 MAY 2012