Designing Great Feedback Loops

Whatever you’re designing, it probably involves feedback. Designing that feedback to be as effective as possible can mean the difference between a successful and failed product. This article discusses how to influence behavior by designing well-crafted feedback loops.

Read my guest post over on Smashing Magazine.

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ReadyForZero: Venture Funded

Our startup, ReadyForZero, just raised $4.5M in Series A funding. This gives us a big opportunity to hire, grow the company, and build more powerful tools to help people get out of debt.

It’s not the end of the world; as Seth Godin says, “I don’t care so much how much money you raised, or who you raised it from. I care a lot about who your customers are and why (or if) they’re happy.”

Dead-on. Which is why I am even more excited about this graph that we put together:

Those are people getting out of debt on our site. Even better, by comparing the lines, we see that more engaged users are getting out of debt faster. Correlation is not causation, but this connection proves that the use of ReadyForZero can play a serious role in helping people. It gives me confidence that I’m making progress to living up to my standards for great designers.

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Why Persuasive Design Should be Your Next Skill Set

“With a focus on psychology, UX designers can build services that directly help people improve their lives. It’s not new; AA and Weight Watchers were around before the Internet, and they help people through difficult and long-term behavior change. Still, there are big advances to be made. Web services are starting to blur the edges between online and offline interactions. Nike+ and Fitbit track and provide insight into your exercise. ReadyForZero helps people change their behavior and get out of credit card debt. HealthMonth creates competitive / supportive groups of people who improve at the same time.

This is grander than enabling behavior—it is changing behavior. It is also only just beginning.”

Read the rest of my guest post over at UXMag.

The Fastest Registration Ever: Friend.ly

No wizards. No forms. No Facebook Connect or Twitter Oauth popups. No typing at all.

A single click is all you need to sign up for friend.ly. After that, you’re in, with a profile including your picture. You’re connected to friends. You have pre-filled questions to answer based on your interests, as well as pre-filled questions to ask your friends based on their interests and mutual connections. There’s a leaderboard of your connections. You’re in. One click.

Friend ly landing

Friend.ly landing page

Friend ly dashboard

One click later, the newsfeed

This is accomplished via Facebook’s registration plugin, and I’ve never seen it implemented so well. It assumes you have a Facebook account, and works best if you’re logged in to it. For a social app like this, that’s a pretty fair assumption.

Perhaps that’s why their early traffic numbers are looking, well, smoking hot.

Screen shot 2011 04 28 at 10 39 46 AM

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A framework for Great Designers

For years now, a nagging thought has kept me up on sleepless nights:

Am I a great designer?

The answer to this question matters – to me, and to everyone else.

First, it’s deeply personal. I don’t think many people aim to be mediocre, and this question is the yardstick by which we measure our professional life.

Second, in the vein of Cennydd Bowles’ excellent closing plenary from the IA summit, being a great designer involves having a huge, positive impact on the world. We should all strive for this, and if the field is to realize its full potential, we must. We cannot settle for mediocrity, for focus on profits, for improving the short-term at the expense of the long-term. We cannot use, as Umair Haque puts it, yesterday’s ideas.

So how do we measure it?

The thing is, it’s very hard to even understand the question. What is a great designer? We can judge someone by many metrics: respect, pay, book sales, twitter followers, users of their products, revenues of their products, or any of a million other things. My gut tells me that these things may be a result of greatness, but that they don’t strike at the heart of the issue. One doesn’t need to be popular or rich to be great.

With that in mind, I’ve set down a simple list of things that I think I must do to even begin to enter the realm of greatness. It’s a draft version; let’s collaborate on making it better. I can only claim to check a few of these items off my list, but it’s obvious that trying to fill each of these areas will make me significantly better. I hope you find it equally useful.

A Framework

Using this guide is simple: Answer the questions honestly, and strive to fulfill each one completely.

1. Are you working on something truly important?

You should be able to answer this unequivocally. You are increasing happiness on this Earth, and can prove it. In the future, when you look back on what you are doing right now, you will say “yes, I was working on the right thing”. You are tapped into that youthful, driven sense that the world needs saving and you’re playing a vital part. The most important decision we make as designers is not within a project, it is what project we choose to work on.

The guy who codified planned obsolescence was a very successful marketer. He helped sell billions, even trillions of dollars worth of product. But I don’t call him “great”. I call him a bastard, responsible for untold landfills of cheap, discarded consumer goods.

2. Are you learning something new?

You are actively learning a new domain of knowledge. This involves at a minimum reading, being taught or mentored, and practicing in this domain. No matter your age or experience, there are many things to learn. Stagnation does not make a great designer.

3. Are you a mentor?

You periodically meet with a designer more junior than yourself, providing them with guidance, feedback, and inspiration. Mentoring or teaching is one of the most powerful ways a person can use their time. A few hours of your time can have an lasting, sustained impact on the future of both your students and the world. Every great designer should take the time to pass their invaluable wisdom onwards.

4. Are you a mentee?

You periodically meet with a designer more senior than yourself, who helps you continually improve yourself. The most successful people in history have all had mentors. Leonardo da Vinci had Andrea del Verrocchio. MLK had Benjamin Mays. Not only do mentors have answers to your questions, they tell you which questions you should be asking.

5. Do you contribute to your professional community?

You blog, speak, write, evangelize, organize, or curate within your own niche of the design community. Everyone, from the youngest fledgeling designer to the lifelong thought leader, has a unique and important perspective on the design profession. We are lucky to call ourselves members of one of the most flexible, forward-looking, wide open professions in the history of the world. Your contribution is important, and while creating it you shape your own unique expertise.

6. Do you feel ownership of your work?

You endure the unbearable bad feedback that throws your passionate work into a trash can, and bask in the radiant glow of good feedback while staying humble. You champion your designs and the ideals that created them, through unending hurdles and teams and budgets and whatever else can be thrown in your way.

Creating beautiful designs, handing them off, and walking away is easy. Long term ownership of a design is hard. It makes you take heroic stands as well as accept brutal compromises.

7. Are you proud of your day-to-day efforts?

There are many ways to define good work, from quantitative results to qualitative feedback. Here, we take a self-reflective approach: You do great work so long as you feel that it is great. You have produced your very best effort given the constraints and needs of the project. You have battled and danced with these constraints until they made you bleed, and you have left the design room with something to be proud of.

8. Have you ever created anything timeless?

You have made something that even your kids would someday be proud of. This thing has longevity – its effects will last beyond the next version, the next redesign, the next generation. It has impacted the future in a noticeable way, large or small. Someone in the world has benefitted greatly from this thing, and would thank you from the bottom of their heart if they ever met you.

9. Do you empower your team to be better?

You make a conscious effort to improve the dynamic of your team. You are a source of positive energy, selfless in your efforts to help your teammates become great themselves.

Our ability to bring the best out of everyone around us results in better products, smarter people, and happier colleagues. Even when we must fight for our designs, it is with respect and shared optimism that we approach this “fight”.

10. Are you happy?

This is a difficult question, but it pierces the heart of the issue: Your overall happiness is a subconscious yet powerful evaluation of how you’re doing. If you do crappy work and are mean to people, you will be unhappy. Buddhism teaches that attaining happiness is forgetting the self, and this applies profoundly to our work. If we care deeply about what we do, we can lose ourselves in it, become vulnerable to it, grieve when it fails, and experience real bliss when it is successful. This question can be alternatively phrased: Are you vulnerable to your work? Thus, if you have done great work, you are happy.

How many of these can I check off? Not enough! I argue that we should all be scoring 100% on the first nine questions, and doing our best on the tenth. If our entire community can hit this stride, we are well positioned to change the future for the better.

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