Session type:
Case Study

Session duration:
45 minutes

Presented by:

Franco Papeschi


About this Case Study

Our work as UX designers has focused more and more often on defining and crafting innovative products and services; ones that win the hearts and minds of people, while creating a business advantage (commercial or social) for the organisations launching them.

Our success rate in this field is what has granted us ‘a place in the boardroom’ in recent years. Still, too many of the initiatives we work on are shelved before - or immediately after - launch. Too many of our projects fall into traps that hinder their chances of success.

Starting from personal experience - lots of successful launches and lots of failures in more than a decade of work - and analysing some prominent case studies, this session focuses on 4 key traps we tend to fall into:
  • problem definition
  • definition of business model and processes
  • the role of technology breakthroughs
  • team structure

These are traps that teams of designers and information architects now need to consider - with their new and broader scope of action.

For each of these traps, the session highlights the risks and how they can be prevented, or at least mitigated. It provides tips and advice to leaders and practitioners alike, to help them launch products and services that can fully express their innovative potential. It formalises techniques and design approaches to add to our toolkit as designers in the boardroom.

You will walk away with:
  • a framework to highlight the riskiest traps when launching innovative products
  • a series of actions that UX practitioners can take to avoid them, and help the most radical innovations thrive
  • a series of actions that UX and design leaders can take to create the conditions for success

About the Speaker

I am Experience Design Director at the design studio Idean. I’ve spent 15 years working - and having fun - with design agencies, multi-national corporations, start-ups and non-profit organisations to create products that touch people’s hearts and minds. I’ve helped launch innovative services in Europe, Africa, Asia and the US.

Most recently, I worked as Creative Director at frog in Shanghai, where I helped teams and clients translate insights from human-centred research into differentiating services and solutions.

Prior to joining frog, I held design management positions at Education First, the Web Foundation and Vodafone.


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