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Why Most Designs Fail

Why Most Designs Fail. or “Why I learned to stop worried and love Shostakovich’s 5 th ”. Companies don’t want you to succeed. Because the company’s business model works so well their customers are locked in Take a great channel (voice) and use bad automation to “serve” their customers

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Why Most Designs Fail

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  1. Why Most Designs Fail or “Why I learned to stop worried and love Shostakovich’s 5th”

  2. Companies don’t want you to succeed • Because the company’s business model works so well their customers are locked in • Take a great channel (voice) and use bad automation to “serve” their customers • Inherent differences between marketing (who runs the business) and IT (who runs the business) cause fractures • You can’t see a speech app – so everyone in the project can’t discuss it

  3. The Importance of Vision • Post cards (wish you were here!) • Chinese food signage • Concept cars • Movie trailers

  4. What Vision Gives You • The ideal end state, simply expressed • Alignment between all the business/IT owners • A target to work toward • Something tangible

  5. Designing with Vision • Vision clips provide a framework call-flow logic • Tone of text • Voice talent direction – and the power of a directed voice • Ease of editing

  6. Bad

  7. Who cares? Be certain!! Good!! Of course… For what else?! Who else?… Too “techie” Bad [ ] If needed, put earlier! Reverse. Ask question THEN give hints! Provide example…

  8. Better

  9. Adherence to Vision • Speed • Design • Sign off • Implementation (even the techies care about the UI) • Engagement • As delivered = as sold • United front = fun working environment

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