CHAPTER 1

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Embrace Failure

Why I Failed

Why This Stuff Is Really Important

Why We Learn from Failure

Why Experience Failure Is Different

Why Design Experience

Why You Should Keep Reading This Book

Ultimately, we are deluding ourselves if we think that the products that we design are the “things” that we sell, rather than the individual, social and cultural experience that they engender, and the value and impact that they have. Design that ignores this is not worthy of the name.

—Bill Buxton, computer scientist, designer,and a pioneer of the human–computer interaction field

Why I Failed

The year was 2000 and I was employed at a prestigious digital ...

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