SXSW 13: Why Designers Should Care About Measuring Success
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"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.
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SXSW 13: Why Designers Should Care About Measuring Success
- 1. Hello. #designms #sxsw
- 2. Image credit: http://orangeberrydesign.com #designms #sxsw
- 3. Hi #designms #sxsw
- 4. Dick Fosbury #designms #sxsw
- 5. Image credit: dazzleships.typepad.com #designms #sxsw
- 6. WHY DESIGNERS SHOULD CARE ABOUT MEASURING SUCCESS Alfred Lui . SXSW Interactive 2013
- 7. How do you know this idea is going to work? #designms #sxsw
- 9. Designers Love Change Businesses Thrive on Consistency
- 10. Design as Strategic Function
- 11. Between Pixel-Pushing & Disrupting Industries Strategy Execution IV I III II #designms #sxsw
- 12. Between Pixel-Pushing & Disrupting Industries Strategy Execution IV I III II Crafting Aesthetics To provoke surprises and human desires. #designms #sxsw
- 13. Between Pixel-Pushing & Disrupting Industries Strategy Execution IV I III II Crafting Strategy Crafting Aesthetics To determine what to make To provoke surprises over short + long term. and human desires. #designms #sxsw
- 14. Google “Apple Does It” Path Pinterest Snapchat Facebook Mint Uber Square ZipCar Twitter #designms #sxsw
- 15. Businesses’ Dilemma #designms #sxsw
- 16. Our Dilemma Incredibly hard to prove the future Design means change, businesses thrive on consistency Copying is not design #designms #sxsw
- 17. RETOOLING FOR A NEW WORLD
- 19. Creating a Breadcrumb of Proof Idea Solution Storytelling
- 20. Creating a Breadcrumb of Proof Perceived Risks Idea Solution Storytelling
- 21. Creating a Breadcrumb of Proof Perceived Risks Idea Solution Storytelling Incremental Proof
- 22. Expanding our Vocabulary Desirable Feasible Viable #designms #sxsw
- 23. Expanding our Vocabulary Desirable Feasible Viable Engaging Easy-to-use Functional Attractive Magical #designms #sxsw
- 24. Expanding our Vocabulary Desirable Feasible Viable Engaging Prototype-able Easy-to-use Scalable Functional Distributable Attractive Magical #designms #sxsw
- 25. Expanding our Vocabulary Desirable Feasible Viable Engaging Prototype-able Easy-to-use Functional Attractive Scalable Distributable ? Magical #designms #sxsw
- 26. Measurement of Success is the interface between our disruptive ideas & the not-so-well-designed systems that we work within. Image credit: http://vi.sualize.us/anuncio_type_design_love_comic_sans_picture_qmJ.html #designms #sxsw
- 27. Expanding our Vocabulary Desirable Feasible Viable #designms #sxsw
- 28. Our New Tools Move beyond story telling and create a breadcrumb of proof Expand our vocabulary to include measurement of success #designms #sxsw
- 29. HOW WILL WE DO IT?
- 30. 3 Things #designms #sxsw
- 31. 1 Look Beyond The Brief #designms #sxsw
- 32. #designms #sxsw
- 33. Instagram #designms #sxsw
- 34. “Instagram is ... a simple photo-sharing tool that allows you to snap pictures and easily post them to your Twitter, Facebook, Tumblr, and Flickr...” #designms #sxsw
- 35. #designms #sxsw
- 36. 2 Agree on Measurements Early and Expect New Ones #designms #sxsw
- 38. Controversy as a Measurement Image credit: http://www.threadless.com #designms #sxsw
- 39. 3 Testing Frequently, but Mind Your Methods #designms #sxsw
- 40. Media Player #designms #sxsw
- 41. Summary 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? #designms #sxsw
- 42. 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. #designms #sxsw
- 43. A NEW JOURNEY
- 44. This is not about Losing Our Intuition Image credit: http://www.flickr.com/photos/grassvalleylarry/8218289132/ #designms #sxsw
- 45. It Is About Us Having an Expanded Responsibility IV I III II #designms #sxsw
- 47. Bruce Quande Debbie Brill #designms #sxsw
- 48. A Higher Measure #designms #sxsw
- 49. Problems That We Now Solve #designms #sxsw
- 50. How do you know this idea is going to work? #designms #sxsw
- 51. THANK YOU
- 52. Alfred Lui @connection76 Image credit: http://orangeberrydesign.com #designms #sxsw