Working Backwards
summary
Explains a repeatable design practice called working backwards: start by throwing out assumptions, identify users and their goals, then imagine ideal solutions before building. Shows field research that produced personas Neil Margaret Brad and led to a pivot: repurposing an unused gift‑card-on‑phone capability into United MileagePlus X, which drove substantial new merchant spend and engagement. Demonstrates tools like pretend it's magic and the goal-directed method, and argues designers must weigh long‑term social effects as they innovate.
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chapters (26)
- 0:00Start
- 4:50Don't rush in the wrong direction
- 6:08ailure takes hard work
- 6:38Innovation is a conundrum
- 8:38Pretend it's magic
- 9:57technical problems solved
- 11:39Redding "Sundial" Bridge
- 13:45Design is strategy
- 14:46Forwards Backwards
- 15:34Know your user and what they want
- 16:01e Goal-Directed Method
- 17:03The Cooper Team
- 19:32Experts at becoming experts
- 20:14Omnivorous and non-judgmental
- 21:53User personas
- 27:14Relentless drive makes it real
- 28:14Machinist class
- 28:36My projects
- 32:03Bias toward success
- 32:16Bias towards action
- 34:38Machines are simple
- 36:37intended consequences
- 36:58ersonal echo chamber
- 38:48Be a good ancestor
- 41:51power of working backwards
- 42:31Assess the long-term effects
