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

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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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