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Why We Fail

Book 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.

Table of Contents

  1. Cover Page
  2. Title Page
  3. Copyright Page
  4. DEDICATION
  5. HOW TO USE THIS BOOK
    1. Who Should Read This Book?
    2. What’s in This Book?
    3. What Comes with This Book?
  6. FREQUENTLY ASKED QUESTIONS
    1. What kinds of products are described in this book?
    2. Why did you choose those products?
    3. How do you define “failure”?
    4. Isn’t a “customer experience failure” just another way to say it was a bad design?
    5. Isn’t there usually some other, underlying cause of the failure, such as hiring poorly trained designers?
    6. Is experience design the main way products fail?
    7. Isn’t learning from failure overrated?
    8. You recommend using a design process based on the scientific method, but how is that relevant to design?
    9. How can I use this book to avoid failure in my work?
  7. CONTENTS
  8. FOREWORD
  9. CHAPTER 1 Embrace Failure
    1. Why I Failed
    2. Why This Stuff Is Really Important
    3. Why We Learn from Failure
    4. Why Experience Failure Is Different
    5. Why Design ≠ Experience
    6. Why You Should Keep Reading This Book
  10. CHAPTER 2 Get the Right Experience
    1. BMW iDrive
      1. This Is Your Grandfather’s Dashboard
      2. The Rise of Telematics
      3. The Ultimate Driving Minimalism
      4. The iDrive Customer Experience
      5. What BMW Got Right
        1. Controller Placement
        2. Industrial Design and Haptic Feedback
        3. Dedicated Controls
        4. Extensible Software
        5. Pleasurable Design
      6. What BMW Got Wrong
        1. Unfamiliar Controls
        2. Cognitive Overload
        3. No Progressive Disclosure
        4. Invisible Behavior
        5. Brevity Trumped Clarity
        6. Too Slow
        7. Odd Redundancy
        8. Inefficient Control
        9. Graphic Design
      7. Independent Testing
      8. Product Evolution
      9. Quantitative Results
    2. Google Wave
      1. A Noble Beginning
      2. The Design
      3. The Customer Experience
      4. Reactions
      5. A Race to the Stoplight
    3. Lessons
      1. Cultural Differences
      2. Customers Overlook Flaws
      3. Companies Overlook Flaws
      4. The Competition
      5. The Wider Ramifications
    4. Summary
  11. CHAPTER 3 Get the Experience Right
    1. OpenID
      1. History
      2. The Design
      3. The Experience
      4. Reactions
      5. Competition
      6. Evolution
    2. Lessons
      1. An Unethical Use of Technology
      2. How It Failed
      3. Getting It Right Next Time
    3. Summary
  12. CHAPTER 4 Platform Follows People
    1. Wesabe
      1. The Design
      2. A Key Usability Failure
      3. Opportunities and Costs
      4. Web 2.0 Compliant
      5. A New Competitor
      6. A Three-Year Battle
    2. Lessons
      1. Solving the Best Problem
      2. Compete on Experience
      3. Platform Follows People
      4. What Really Matters
    3. Summary
  13. CHAPTER 5 Design for Reflection
    1. Microsoft Zune Media Player
      1. The Design
      2. The Experience
      3. Reactions
      4. The Competition
      5. Evolution
      6. Quantitative Results
    2. Lessons
      1. Reflective Design
      2. Becoming Reflective
      3. Competing on Reflective Design
    3. Summary
  14. CHAPTER 6 Generate Critical Mass
    1. Pownce
      1. The Design
      2. The Experience
      3. Reactions
      4. The Competition
      5. Evolution
      6. Quantitative Results
    2. Lessons
      1. Positioning Is in the Eye of the Beholder
      2. Let Them In
      3. Funding
    3. Summary
  15. CHAPTER 7 Do the Right Thing
    1. Classmates.com
      1. The Design
      2. The Experience
      3. The Competition
      4. Reactions and Evolution
      5. Quantitative Results
    2. Plaxo
      1. The Design
      2. The Experience
      3. Reactions
      4. The Competition
      5. Evolution
      6. Quantitative Results
    3. Lessons
      1. Staying Ethical through Good Design
      2. Blowing Whistles
    4. Summary
  16. CHAPTER 8 Cannibalize Yourself
    1. Symbian
      1. The Design
      2. The Experience
      3. Reactions
      4. The Competition
      5. Evolution
      6. Quantitative Results
    2. Final Cut Pro X
      1. The Design
      2. The Experience
      3. Reactions
      4. Evolution
      5. Quantitative Results
    3. Lessons
      1. Redesign versus Gradual Change
      2. A Better Experience
    4. Summary
  17. CHAPTER 9 Why We Fail
    1. Experience Matters
    2. Three Key Elements
      1. Accept That Errors Happen
      2. Share Information Openly
      3. Use Verifiable Data to Correct Errors
    3. Thread the Line
  18. CHAPTER 10 Avoid Failure
    1. A Method That Avoids Failure
      1. An Accurate Understanding of Reality
    2. Scientific Methods
      1. The Scientific Method and Design
      2. The Scientific Method and Software Development
      3. The Scientific Method and Business Management
    3. The Experience Development Method
      1. Step 0: Organize around the Customer Experience
      2. Step 1: Understand the Customer Experience
      3. Step 2: Form a Hypothesis
      4. Step 3: Run an experiment
      5. Step 4: Interpret the Results
    4. Experience Development Summary
    5. Conclusion
  19. Resources
    1. Philosophy
    2. Background
    3. Business
    4. Research and Testing
    5. Design
    6. Development
  20. References
    1. Chapter 1
    2. Chapter 2
    3. Chapter 3
    4. Chapter 4
    5. Chapter 5
    6. Chapter 6
    7. Chapter 7
    8. Chapter 8
    9. Chapter 9
    10. Chapter 10
  21. Credits
  22. Index
  23. ACKNOWLEDGMENTS
  24. ABOUT THE AUTHOR
  25. RELATED BOOKS FROM ROSENFELD MEDIA