Mission-Driven Interaction Design

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MISSION-DRIVEN INTERACTION DESIGN

Daniel Newman Deputy Creative Director

OUR AGENDA:➡ DEFINING➡ DESIGNING➡ VERIFYING &

REFINING

DEFINING“MISSION-DRIVEN”

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MYTH: You need to work for a charity to design for a mission.

TRUTH: Designers have opportunities to bring greater purpose to organizations of all types.

“Facebook was not originally created to be a company. It was built to accomplish a social mission - to make the world more open and connected.”

Mark Zuckerberg

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MYTH: A mission is just stodgy corporate boilerplate.

TRUTH: Your mission is the story that you express in your designs.

“Stories serve to ground your work in a real context. They… help you keep people at the center of your work.”

Whitney Quesenbery & Kevin Brooks Storytelling for User Experience

Your mission is the promises that you make to your users.

“Don't be evil. We believe strongly that in the long term, we will be better served… by a company that does good things for the world, even if we forgo some short term gains.”

Larry Page & Sergey Brin

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But wait…

ISN’T THIS JUST USER-CENTERED DESIGN?

Mission-driven design is intentional design and isdefined by constraint.

FOR THE DESIGNER:

Your mission provides guidance on who, what, and how.

“The mission of NPR is to work in partnership with Member Stations to create a more informed public — one challenged and invigorated by a deeper understanding and appreciation of events, ideas and cultures…”

NPR Mission Statement

“…To accomplish our mission, we produce, acquire, and distribute programming that meets the highest standards of public service in journalism and cultural expression; we represent our members in matters of their mutual interest; and we provide satellite interconnection for the entire public radio system.”

FOR THE DESIGNER:

Your mission allows for greater alignment.

FOR THE DESIGNER:

Your mission gives you permission to think long-term.

FOR THE USERS:

Your mission gives your community a rallying point.

FOR THE USERS:

Your mission connects strategy to emotion.

“Airbnb started the project… by creating a list of the emotional moments that comprise an Airbnb stay. They built the most important of those moments into stories…”

“How Snow White Helped Airbnb’s Mobile Mission” Fast Company

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“…The stories guide marketing, advertising, and customer service decisions at Airbnb as well as keep everyone working on the same page.”

DESIGNING FOR YOUR MISSION

A FEW EXAMPLES

“The mission of NPR is to work in partnership with Member Stations to create a more informed public — one challenged and invigorated by a deeper understanding and appreciation of events, ideas and cultures.”

“Airbnb is a trusted community marketplace for people to list, discover, and book unique accommodations around the world… Airbnb connects people to unique travel experiences, at any price point, in more than 34,000 cities and 190 countries… Airbnb is the easiest way for people to monetize their extra space and showcase it to an audience of millions.”

AIRBNB

“Evernote builds apps and products that are defining the way individuals and teams work today. As one workspace that lives across your phone, tablet, and computer, Evernote is the place you write free from distraction, collect information, find what you need, and present your ideas to the world.”

EVERNOTE

A FEW TECHNIQUES

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TEAM CHARTER

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As a team, negotiate:

Mission & Objectives.

Team Roles.

Definition of Authority.

Operations & Logistics.

More at mindtools.com/pages/article/newTMM_95.htm

ASSUMPTIONS

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ITERATION &EXPERIMENTATION

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PROTOTYPING

EMPATHETIC RESEARCH

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THE 5 WHYS

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VERIFYING & REFINING YOUR MISSION

TREAT THE MISSION LIKE A DESIGN PROBLEM

@CreativeNewman #ixd15From danielikim.com/what-is-user-centered-design/

YOUR MISSION IS A HYPOTHESIS

ENGAGEMENT METRICS

“Beloved is our business model.”

Sara Sarasohn, NPR

User sessions?

Interactions?

Conversion funnel?

Transaction value?

A KPI SHOULD BE MISSION-INFORMED

BUILD ON YOUR MISSION WITH DESIGN PRINCIPLES

“We believe in the people who do things – the hat jugglers, the to-do list junkies, the masters of getting it done faster, better and more efficiently than ever before. Whether that's balancing the household budget, running a business or paying taxes… As the world evolves, so do we – inventing new solutions to solve important problems, perfecting those solutions and delighting our customers. In short: Improving people's financial lives so profoundly they can't imagine going back to the old way.”

INTUIT

More at harmony.intuit.com/design-principles/

“IBMers value:

Dedication to every client’s success

Innovation that matters – for our company and for the world

Trust and personal responsibility in all relationships”

More at http://www.ibm.com/design/language/framework.shtml

KEY TAKEAWAY: By identifying & understanding our mission, we infuse our designs with intentionality.

KEY TAKEAWAY: An effective mission can be easily built upon, and permeates all design activities.

KEY TAKEAWAY: Your mission is not immutable—you reshape it through the design process.

MISSION ACCOMPLISHED

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KEEP THE CONVERSATION GOING: ! @CreativeNewman " dnewman@npr.org

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