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Why We Fail: Learning from Experience Design Failures, by Victor Lombardi
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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.
- Sales Rank: #1102572 in Books
- Published on: 2013-07-30
- Binding: Paperback
- 248 pages
Review
The stories behind failures make for fascinating reading. But this book offers more. It provides important insights into both what can go right and what can go wrong in a product offering. To make great products, we need to understand what makes some fail and others succeed. To all the aspiring, young entrepreneurs who are reading this: take heed. Embrace failure to learn from failure. Learn from failure to avoid failure. --Don Norman Co-founder, Nielsen Norman Group Author of The Design of Everyday Things (Revised and Expanded)
Success feels great. But beyond the fleeting sensation of good will, what does it tell you? Failure, on the other hand, provides a gold mine of insights that can help you do better in the future if you're willing to do the hard work required to evaluate why things went wrong. Victor's book provides a useful guide, with lots of examples that make it clear that you're not alone in screwing up. --Karen McGrane, author of Content Strategy for Mobile
Success is boring. Failure is much more interesting--and instructive. In this practical and well-researched book, Victor Lombardi presents a series of vignettes about design projects gone wrong. He wisely avoids the temptations of schadenfreude, however, instead transforming these cautionary tales into useful lessons for the modern designer. --Alex Wright, Director of User Experience, The New York Times
Success feels great. But beyond the fleeting sensation of good will, what does it tell you? Failure, on the other hand, provides a gold mine of insights that can help you do better in the future if you're willing to do the hard work required to evaluate why things went wrong. Victor's book provides a useful guide, with lots of examples that make it clear that you're not alone in screwing up. --Karen McGrane, author of Content Strategy for Mobile
Success is boring. Failure is much more interesting--and instructive. In this practical and well-researched book, Victor Lombardi presents a series of vignettes about design projects gone wrong. He wisely avoids the temptations of schadenfreude, however, instead transforming these cautionary tales into useful lessons for the modern designer. --Alex Wright, Director of User Experience, The New York Times
About the Author
Victor helps organizations design products and build businesses that offer the best possible consumer experience. He does this by combining his liberal arts education and technology industry work into a perspective that is both practical and human. Victor began his career in IT on the help desk, where he daily witnessed poor design and helped customers overcome it. Progressing to system administrator, he learned how networks, servers, and websites actually work by building them. Transitioning to become an interface designer, he worked for a decade contributing to more than 40 software and Internet products for organizations such as General Electric, Cisco, J.P. Morgan, and the Southern Poverty Law Center. He's coached teams at Reed Elsevier and Rodale through the entire product development process, and helped turn around a failing media business at Fox Mobile Group through the development of a new web platform and mobile apps. He's passionate about learning and sharing what he learns: He earned a master's degree in music technology from New York University and a bachelor's degree in journalism from Rutgers University, co-founded the Information Architecture Institute and the Overlap conference, and taught at the Parsons School of Design and the Pratt Institute. He's also written a book, Why We Fail: Real Stories and Practical Lessons from Experience Design Failures. Finally, Victor walks the walk by developing his own product, Nickel, with the goal of making personal financial planning accessible to everyone.
Most helpful customer reviews
3 of 3 people found the following review helpful.
A Must Read for All Marketers and Designers!
By vincent lombardi
A logically written book that will aid all product designers,project managers, product managers, general managers, and marketers in their quest to create useful and profitable product offerings.The book offers valuable lessons learned through failure and the common sense solutions to succeed. The summaries at the end of each chapter, the real life failure stories, and the excellently detailed approach to the subject matter made this book an enjoyable and interesting read.
1 of 1 people found the following review helpful.
Learning from Others Mistakes is Much Easier.
By Timothy Coats
Great review of the nature of failure and how even great companies and great people have and will continue to fail. One of the more important realization that are discussed is that everything really is about the experience. That is what the customer is looking for.
4 of 4 people found the following review helpful.
How to Fail Better
By Michael A Dila
There are way too many platitudes about failure these days. Embracing failure is a pop-y truism, but feels like counter-intuitive nonsense to many. The best voices in that chorus want us to risk bold things and know that though failures await us, that they should not deter us, should not prevent us from being ambitious.
But failure can also be paralyzing and devastating. To paraphrase Frank Herbert: Failure is the mind killer. And for creative people and entrepreneurs, a mind is a terrible thing to see wasted by crushing failure.
So it is a very, very, good thing that Victor Lombardi has written such a smart, generous and accessible book about what we can learn from failure and how.
The humble premise of Lombardi's book is that failure is unavoidable. His hopeful conclusion is that it never needs to be fatal.
A great deal of Victor's book concerns the emergence of practices and methodology that help to include considerations of customer and user experience into the design process rather than in the forensic analysis of product and market failure. All this, and in-depth examples in chapters that take less than 30 minutes to read. There is amazing and deeply empathetic economy at work here.
The work in this fine book belongs to the new literature on improving entrepreneurial outcomes that includes Alex Osterwalder (Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers), Steve Blank (The Startup Owner's Manual: The Step-By-Step Guide for Building a Great Company), Eric Ries (The Lean Startup: How Today's Entrepreneurs Use Continuous Innovation to Create Radically Successful Businesses) and the Lean start-up movement. Not that either examples or the lessons are limited to start-up entrepreneurship. To the contrary, there is much for corporate product and service innovators here as well.
If you want a smart, practical and useable guide to the skills at the intersection of design and business and a treasure trove of insight from the most instructive kinds of failure, you must read Why We Fail.
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