"The stories behind failures make for fascinating reading. But this book offers more. It provides important insights into both what can go right and what can go wrong in a product offering. To make great products, we need to understand what makes some fail and others succeed. To all the aspiring, young entrepreneurs who are reading this: take heed. Embrace failure to learn from failure. Learn from failure to avoid failure."

—Don Norman Co-founder, Nielsen Norman Group Author of The Design of Everyday Things (Revised and Expanded)


Just as pilots and doctors improve by studying crash reports and postmortems, experience designers can improve by learning how customer experience failures cause products to fail in the marketplace. Rather than proselytizing a particular approach to design, Why We Fail holistically explores what teams actually built, why the products failed, and how we can learn from the past to avoid failure ourselves.

Why We Fail will help you:

1. Understand the key mistakes other teams have made so you don't repeat them

2. Turn unavoidable failures into building blocks to be successful

3. Create a team environment where failures are controlled and valuable