Designing for Failure: How Creating Negative Personas and Failed User Journeys Make a Better Website

A session at IA Summit 2013

Sunday 7th April, 2013

12:10pm to 12:30pm (EST)

As part of planning an online experience we often create personas of happy users taking successful journeys through the site.

But what about the users we don’t expect (or maybe don’t even want)? How do we prepare for visitors who are looking for something but don’t find it? Should we continue to cater only for our primary audiences? Can we afford to ignore the expectations of apparently unimportant audiences if that means disappointment, frustration and negative brand perception, and could lead to a site becoming a platform for complaints?

I believe that we can no longer ignore these other users. Come to this session if you’re looking for a twist to your UX tool kit. We’ll be looking at examples of sites that do cater for the unexpected, and I’ll be suggesting simple approaches to creating negative personas and failed user journeys.

About the speaker

This person is speaking at this event.
Annie Drynan

MA History student at the Open University

Next session in Harborside Ballroom B

2pm “Stop Doing What You’re Told!” (Reframing the Design Problem) by Stephen Anderson

76 attendees

  • Andrew Capozzi
  • Andrew Capozzi
  • Adriana Machado
  • Alex Atienza
  • Allison Menjivar
  • Amy Rubino
  • Amy (Jimenez) Marquez
  • Andrew Maier
  • Angel Anderson
  • Ashley (Pearson) Borelli
  • Aya Izraely-Levi
  • Jenn Downs
  • Brenda Janish
  • Brad Nunnally
  • Brian Hoffman
  • Brian Price
  • Dan B.
  • Carolina Janovik
  • Carrianne Tuckley
  • Chetan Bagga
  • Christopher Boetticher
  • Chui Chui Tan
  • Christian Sosa-Lanz
  • Dave Peterson
  • David Sparks
  • Dina Lewis, CAE
  • Donna Lichaw
  • Annie Drynan
  • Elena Babenko
  • Evan Prowten
  • Eric Bell
  • Eunjung Lee
  • Ferry den Dopper
  • Marko Mrdjenovič
  • Giles Colborne
  • Yeori Yoon
  • Pam Griffith
  • Harley Jessop
  • Sunghyun Jang(장성현)
  • James Melzer
  • Jessica Royals
  • Jody
  • Jim Lane
  • Suzanne Kafantaris
  • Keri (Jones) Aman
  • Lara
  • Lea Taylor Refice
  • Donna Spencer
  • Marcia Morelli
  • martijn van loon
  • christian crumlish
  • Megan Larsen
  • Michael Mooney
  • Sergio Martinez
  • Matt Moore
  • Naoko Kawachi
  • Yulia Wentling
  • Patrick Lowery
  • Peter Gallo
  • Rebecca Viser
  • Rachel VH
  • Sabrina Ray
  • Sanchit Gupta
  • Sauksata Vongsouthi
  • Sarah Deighan
  • Stuart Maxwell
  • Susan Iovenitti
  • Suzanne Kafantaris
  • Tammy Greene
  • Thomas Wendt
  • Carrie Grey
  • Jamie Thomson
  • Vilma Jarvinen
  • athena
  • Avi Itzkovitch
  • Yuichi Inobori

5 trackers

  • Amy Silvers
  • Erika Mosher
  • brad smith
  • Kaleem
  • Kevin M. Hoffman

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Time 12:10pm12:30pm EST

Date Sun 7th April 2013


Harborside Ballroom B, Baltimore Marriott Waterfront

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