Why We Fail

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

CHAPTER 1: Embrace Failure
CHAPTER 2: Get the Right Experience
CHAPTER 3: Get the Experience Right
CHAPTER 4: Platform Follows People
CHAPTER 5: Design for Reflection
CHAPTER 6: Generate Critical Mass
CHAPTER 7: Do the Right Thing
CHAPTER 8: Cannibalize Yourself
CHAPTER 9: Why We Fail
CHAPTER 10: Avoid Failure