“Ever tried. Ever failed. No matter. Try again. Fail again. Fail Better.” Samuel Beckett

Fail fast is a nice alliteration – which is one of the many reasons I think it has gained such momentum in the product design space. “Succeed fast” or “iterate quickly” doesn’t roll off the tongue nearly so well.

Fail better seems only moderately more hopeful. How many times can you fail fast before you need to succeed in something? Small organisations – e.g. start-ups – might be better positioned to fail fast – if only because their idea-to-launch cycles can be quite short, and the ability to pivot more easily done.

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In my experience it never fails that many stakeholders come to usability testing with the question of “will” vs. “can” Customers use their products or services. It’s a natural and desirable outcome of conducting user research. A positive answer can lead to acceptance of a business case, sign-off on a product launch, or pre-mature glory for the product owner and team. A negative answer can help to avert a disastrous build and launch.

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It’s a cool, sunny late Autumn Sunday morning. You live in the countryside; the nearest village is a mile away. It’s been a while since you bought a Sunday paper. But for some reason, you want one. Instead of getting in your car, as you normally might to do to drive the mile to the village to buy milk or go to the pub, you decide to walk. There are paths through the fields behind your house that take you to the top of a hill and then down to the village – which is actually less than a mile to walk.

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When car manufacturers design a new automobile, they develop requirements, conduct research, draw designs, make scale models, test scale models in wind tunnels, computer model their ideas, build full-scale prototypes, test them, and iterate the designs – all of this before putting them into production. What they don’t do is go right from drawing them on a piece of paper or having a pocketful of highly subjective ideas to putting them into production.

So they don’t base their decisions on a paper prototype or a list of personal ideas. Why? Because a car is a 3 dimensional experience. It is an experience of the senses. It is an interactive experience. You really need to understand it before you put it into production. Mistakes carried through into production would be costly.

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As individuals, we have many user experiences over the course of a day. Certainly over the course of a week, month, year… indeed a lifetime. In a sense, we become experienced users over time of many things, and remain inexperienced users of many other things. In some instances we feel we can extrapolate the experience by comparing it to ‘like’ experiences.

When it comes to designing apps for use on the internet, software, or web, everyone is an experienced user. At least that’s the impression I’ve gotten over the years in dealing with clients and colleagues.

Let’s take clients. They are often made up of many constituents: a business owner, stakeholders, marketers, project managers, IT geeks, editors, business analysts, and possibly even cobbled together components of a web team. Each of them has an opinion. Each of them view digital projects in terms of their own interests, experience, discipline and exposure (or lack thereof) to similar types of projects. They also have their own agendas – which are a double edged sword – that guide their actions.

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So, I feel caught in a language loop recently. I talk about (and practice) User Experience. I do these things in the digital/mobile space. And really, I’m mostly focusing on good, strategic paths to design.

But all of it is an illusion.

User experience is pervasive. It is ubiquitous. Like air. And I don’t design air… I breathe it, I need it to live, I experience it, it’s all around me. It’s ubiquitous too.

User experience is about more than just digital experiences. If we accept that it is pervasive, ubiquitous, we have to accept that it extends well beyond our digital boundaries. But we most often hear about “UX” in relation to developing digital experiences.

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