Failure & Design Product Design and Project Work PDF

IRAI 466 PRODUCT DESIGN AND PROJECT WORK Frederick A. Clement BA, MA, MPD Dept. of DIAT, KNUST, Ksi  2 F. A. Clement, FOA, DIAT, CABE, 28-May-24 Product design and project work...

IRAI 466 PRODUCT DESIGN AND PROJECT WORK Frederick A. Clement BA, MA, MPD Dept. of DIAT, KNUST, Ksi  2 F. A. Clement, FOA, DIAT, CABE, 28-May-24 Product design and project work KNUST Failure & Design How to Approach PD Failures  3 F. A. Clement, FOA, DIAT, CABE, 28-May-24 Product design and project work KNUST Overview 1. Introduction. 2. The dangers of failing fast. a. Breeds mediocrity. b. Discourages persistence. c. Clouds judgment. 3. Failing thoughtfully. 4. Categories of failure in Product Design. 5. Experience failure.  4 F. A. Clement, FOA, DIAT, CABE, 28-May-24 Product design and project work KNUST Failure & Design 1. Introduction. 2. The dangers of failing fast. Introduction 3. Fail thoughtfully. https://www.appcues.com/blog/product-design-failures 4. Categories of failure in Product Design. To fail = to be unsuccessful in achieving 5. Experience failure. one's goal, To be fast = to move at high speed. For a business to be rapidly unsuccessful seems illogical, yet this fail-fast philosophy is a prevalent and idolized approach in the startup and the SaaS* (Software as a Service) world today. * SaaS is a method of software delivery and licensing in which software is accessed online via subscription, rather than bought and installed on individual computers.  5 F. A. Clement, FOA, DIAT, CABE, 28-May-24 Product design and project work KNUST Failure & Design Introduction In principle it makes sense. The problem is that people take the fail-fast approach at face value. This carelessness inevitably leads to more failure, which defeats the point. Minimizing failure and maximizing success is ultimately what you want, but this will happen only when you take the time to approach the fail- fast philosophy strategically and thoughtfully. When you understand why failing fast is dangerous—and how you can fail more thoughtfully—failure will become a key driver of success.  6 F. A. Clement, FOA, DIAT, CABE, 28-May-24 Product design and project work KNUST Failure & Design 1. Introduction. 2. The dangers of failing fast. The dangers of failing fast 3. 4. Fail thoughtfully. Categories of failure in Product Design. 5. Experience failure. a. Encourages mediocrity. b. Discourages persistence. c. Clouds judgment. https://www.google.com/url?sa=i&source=images&cd=&ved=2ahUKEwiZi9S0m5fnAhUFKBoKH W5iDO4QjRx6BAgBEAQ&url=https%3A%2F%2Fwww.vecteezy.com%2Fvector-art%2F468933- realistic-bomb-illustration&psig=AOvVaw3tMb25t-k7LUDKjIAkeqi-&ust=1579782493160582  7 F. A. Clement, FOA, DIAT, CABE, 28-May-24 Product design and project work KNUST Failure & Design The dangers of failing fast a. Mediocrity Failing fast can make teams nonchalant about failure. When failure is not feared, it can have a direct impact on the motivation to produce high-quality work and to execute precise experiments. Reason: actions are motivated by the rewards (positive motivation), and by the avoidance of adversities (negative motivation). When you try lots of things at the same time, you risk two things.  8 F. A. Clement, FOA, DIAT, CABE, 28-May-24 Product design and project work KNUST Failure & Design The dangers of failing fast Failing fast breeds mediocrity i. First, you run the risk of acting on overlapping ideas, risking skewed results by another idea that you have not accounted for. ii. Second, you run the risk of being tricked by a false positive—a result that wrongly indicates an idea was successful. The point here is to not be flippant with failure. It is best to perform a small number of focused and well-grounded try-outs to give your ideas the attention they deserve and to increase the chances of seeing an actual success instead of a fake one.  9 F. A. Clement, FOA, DIAT, CABE, 28-May-24 Product design and project work KNUST Failure & Design The dangers of failing fast b. Undermines persistence It takes time to prove ideas. ▫ Ideas need patience and persistence to discover their real potential; otherwise, you will end up throwing value and key learnings in the trash. Failing fast is analogous to our throwaway society, wherein something that does not offer immediate worth can be disposed of, and we try something new without a second thought. The more exposure your idea gets, the more accurate your results will be.  10 F. A. Clement, FOA, DIAT, CABE, 28-May-24 Product design and project work KNUST Failure & Design The dangers of failing fast c. Clouds judgment If you move too quickly to learn from your failures a failure becomes just a failure—and can lead to more trouble. Failure that is not validated with data (info./insight) leads to learning that is subjective (biased) and is equal to more trouble ahead.  11 F. A. Clement, FOA, DIAT, CABE, 28-May-24 Product design and project work KNUST Failure & Design The dangers of failing fast Clouds judgment It is better to think in terms of launch and learn than failing fast. Learning should be given more attention than “failing fast”. Humans are notoriously biased when it comes to dealing with failure, which can exacerbate the problem. Two biases prevent us from learning objectively: i. motivation blindness, ii. the bystander effect (pluralistic ignorance).  12 F. A. Clement, FOA, DIAT, CABE, 28-May-24 Product design and project work KNUST Failure & Design The dangers of failing fast Clouds judgment i. Motivation blindness: the tendency to overlook things that work against our ideas because of our investment in them; ii. The bystander effect (pluralistic ignorance): when we see a failure, we are less likely to do something to fix it if others see the problem too; we assume nothing is wrong because no one else is taking action. To avoid these, a team should stick to a process that ensures it is learning from failure, in an objective way.  13 F. A. Clement, FOA, DIAT, CABE, 28-May-24 Product design and project work KNUST Failure & Design 1. Introduction. 2. The dangers of failing fast. Failing thoughtfully 3. 4. Fail thoughtfully. Categories of failure in Product Design. Adhere to scientific methodology. 5. Experience failure. For the scientific method to work, an idea must be prototyped carefully for it to accurately test the underlying assumption. Scientists design experiments to answer https://www.google.com/url?sa=i&source=image s&cd=&ved=2ahUKEwiw7MydnJfnAhVRyoUKHcp questions and to provide a path forward, bC6gQjRx6BAgBEAQ&url=https%3A%2F%2Fwww.vectorstock.com%2Froyalty-free- regardless of the outcome. Scientists fail vector%2Fthoughtful-emoji-face-icon-vector- 19014688&psig=AOvVaw1-TzNMxtNQy- only when their test is invalid and they are 28E4qzeaoK&ust=1579782921452032 unable to learn anything from the result. When you are thoughtful with your ideas, you can turn any failure into a success.  14 F. A. Clement, FOA, DIAT, CABE, 28-May-24 Product design and project work KNUST Failure & Design 1. Introduction. 2. The dangers of failing fast. Categories of failure in 3. Fail thoughtfully. 4. Categories of failure in Product Design Product Design. 5. Experience failure. 1. Engineering failure: The product physically fails to function as designed. 2. Design failure: The product works, but is too hard to use because of how it’s been designed. 3. Experience failure: The product works physically and people can use it, but using it is an undesirable encounter.  15 F. A. Clement, FOA, DIAT, CABE, 28-May-24 Product design and project work KNUST Failure & Design Engineering failure The product physically fails to function as designed. On August 1, 2007, the Interstate 35W bridge in Minneapolis collapsed. The 1961 design could not handle the load that had increased over time.  16 F. A. Clement, FOA, DIAT, CABE, 28-May-24 Product design and project work KNUST Failure & Design https://www.google.com/url?sa=i&url=https%3A%2F%2Fwww.thesun.co.uk%2Fnews%2F10041812%2Fconcorde-crash-tiny-deadly- mistakes%2F&psig=AOvVaw3LbxecISUyGYTFnrSWHh67&ust=1621853380100000&source=images&cd=vfe&ved=2ahUKEwi7yYfm0N _wAhUIbhQKHZudAOIQjRx6BAgAEAc  17 F. A. Clement, FOA, DIAT, CABE, 28-May-24 Product design and project work KNUST Failure & Design On 25th July 2000, the Concorde flight of Air France crashed soon after its take-off from the Charles De Gaulle International Airport. It killed 113 people in total. Cause: A tyre was cut by a debris of metal strip that was lying on the runway during take-off. The tyre ruptured and led to a chain reaction which ended in a crash. Investigation found that Concorde was prone to such disasters resulting from the explosion of tyres as compared to other types of aircraft. https://www.google.com/url?sa=i&source=images&cd=&ved=2ahUKEwj https://interestingengineering.com/23-engineering-disasters-of- o3c6Ej5fnAhVPxoUKHZArDj0QjRx6BAgBEAQ&url=https%3A%2F%2Fww all-time w.youtube.com%2Fwatch%3Fv%3Db8yizEzRDzc&psig=AOvVaw3r7lGbuF XPqzYpN0pPBbpd&ust=1579779121425672  18 F. A. Clement, FOA, DIAT, CABE, 28-May-24 Product design and project work KNUST Failure & Design This accident led to the end of the Supersonic Airliner. Three years later, Concorde also stopped running. https://www.google.com/url?sa=i&url=https%3A%2F%2Fwww.france24.com%2Fen%2F20 100202-ten-years-french-court-asks-whos-blame-concorde-crash&psig=AOvVaw1miv5- sVZq283cifu5rRj7&ust=1621853303512000&source=images&cd=vfe&ved=0CAIQjRxqFwo TCPC-xeHQ3_ACFQAAAAAdAAAAABAK  19 F. A. Clement, FOA, DIAT, CABE, 28-May-24 Product design and project work KNUST Failure & Design Design failure The design of the product makes it too hard to use. This used to be called 'human error' but now 'design-induced error’, and moves the blame from the people using the product to the people who designed it. Whenever you're using any kind of computer and feel confused about how to use it correctly, you're experiencing design-induced error. Trying in vain to set the digital clock on VCRs (Video cassette recorders) was a classic design-induced problem of the 1980s and 1990s.  20 F. A. Clement, FOA, DIAT, CABE, 28-May-24 Product design and project work KNUST Failure & Design https://www.news18.com/news/tech/from-vcr-to-the-xbox- groundbreaking-tech-that-were-first-launched-at-ces-1186210.html  21 F. A. Clement, FOA, DIAT, CABE, 28-May-24 Product design and project work KNUST Failure & Design Steve Jobs once said: ''Design is not just what it looks like and feels like. Design is how it works.'' https://www.interaction-design.org/literature/article/design-failures  22 F. A. Clement, FOA, DIAT, CABE, 28-May-24 Product design and project work KNUST Failure & Design 1. Introduction. 2. The dangers of failing fast. The case of 3. Fail thoughtfully. Experience failure 4. Categories of failure in Product Design. https://www.creativebloq.com/web-design/embrace-failure-9135468 5. Experience failure. Separating the appearance and behavior of a product from the experience (people's thoughts, feelings, and actions) while using the product. Consumer electronics have now reached a performance threshold where more features and performance offer diminishing returns unless the design helps people have a good experience. Now there is "the death of spec", meaning the list of specifications is no longer as important as the experience.  23 F. A. Clement, FOA, DIAT, CABE, 28-May-24 Product design and project work KNUST Failure & Design The case of Experience failure Case in point about death of spec: The 'Antenna gate‘ controversy over the signal reception of Apple's iPhone 4 in July 2010. You might assume with all the publicity about a fundamental flaw in the iPhone 4 that sales would plummet. For the fiscal quarter ending September 25, 2010, Apple sold 14.1 million iPhones, which was 91 per cent more iPhones than the same quarter from the previous year. Apparently, people who wanted the iPhone 4 decided to buy it against the advice of https://www.google.com/url?sa=i&source=images&cd=&ved=2ahUKE wjZm9qlmJfnAhVDrxoKHRwcCQ4QjRx6BAgBEAQ&url=https%3A%2F% independent product experts. 2Fwww.gsmarena.com%2Fapple_iphone_4_cdma-pictures- 3716.php&psig=AOvVaw3fB84rmt99LJuyZH6UT9Cq&ust=1579781757 823567  24 F. A. Clement, FOA, DIAT, CABE, 28-May-24 Product design and project work KNUST Failure & Design The case of Experience failure https://www.youtube.com/watch?v=zvH-i7rKPJc iPhone 4 Antenna Problem, key demonstration.  25 F. A. Clement, FOA, DIAT, CABE, 28-May-24 Product design and project work KNUST Failure & Design The case of Experience failure Many products of the 21st Century are experiential products, and only the people experiencing them know if they are ultimately successful or not. Adding screens, richer graphics, audio, and direct manipulation (e.g., touchscreens) makes technology more experiential. Some tasks such as shopping can be more efficient online but less experiential than the offline equivalent.  26 F. A. Clement, FOA, DIAT, CABE, 28-May-24 Product design and project work KNUST Failure & Design The case of Experience failure Design = Experience Why? Technology has reached a point of sophistication where product design can engage people's emotions. Experiences are profitable. Joseph Pine II and James H. Gilmore (1999) in their book The Experience Economy argue that “experiences are an economic force just like commodities, goods, and services, which can be intentionally produced, consumed, and measured.”  27 F. A. Clement, FOA, DIAT, CABE, 28-May-24 Product design and project work KNUST Failure & Design The case of Experience failure Design = Experience. Why? A Sony Walkman, 1998 An Apple iPod Touch 2012  28 F. A. Clement, FOA, DIAT, CABE, 28-May-24 KNUST Samsung Galaxy Z Flip Samsung double-foldable phone could offer two hinges in 2021 https://www.google.com.gh/url?sa=i&url=https%3A%2F%2Fictcatalogue.com%2Fsamsung- https://www.google.com.gh/url?sa=i&url=https%3A%2F%2Fwww.slashgear.com%2Fsamsung- galaxy-z-flip-specs-and-price%2F&psig=AOvVaw1- double-foldable-phone-could-offer-two-hinges-in-2021- cUrIWfdZtBDzwl0W8WU9&ust=1621855471234000&source=images&cd=vfe&ved=0CAIQjRxqF 22664861%2F&psig=AOvVaw2mmsXtQKDmYZ2wmy3H0KzJ&ust=1621855931240000&source=i woTCKjvp-zY3_ACFQAAAAAdAAAAABAD mages&cd=vfe&ved=0CAIQjRxqFwoTCLi-h-Pa3_ACFQAAAAAdAAAAABAO  29 F. A. Clement, FOA, DIAT, CABE, 28-May-24 References KNUST 1. Magnin, T., 2018. Don't Fail Fast, Fail Thoughtfully: How To Approach Product Design Failures. [Online] Available at: https://www.appcues.com/blog/product- design-failures 2. Creative Bloq Staff - Web Design, 2014. Why Designers Fail - And How To Embrace Failure. [Online] Available at https://www.creativebloq.com/web- design/embrace-failure-9135468 3. Kashyap Vyas (2018). 23 Engineering Disasters of All Time - The Air France Concorde Flight Crash: The Crashing of a Mighty Airliner. [Online] Available at https://interestingengineering.com/23-engineering-disasters-of-all-time