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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

Why Most Designs Fail

or

“Why I learned to stop worried and love Shostakovich’s 5th”

companies don t want you to succeed
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
the importance of vision
The Importance of Vision
  • Post cards (wish you were here!)
  • Chinese food signage
  • Concept cars
  • Movie trailers
what vision gives you
What Vision Gives You
  • The ideal end state, simply expressed
  • Alignment between all the business/IT owners
  • A target to work toward
  • Something tangible
designing with vision
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
slide7

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…

adherence to vision
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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