Design lacking usability is only art. When beauty joins with usability you have design. J. Conelius, Founder at Nine Labs, expands on this in a elegantly designed presentation.

1. Hi. I’m J.
(yeah, just J)
jcornelius.com
ninelabs.com
@jc
@ninelabs
#startupacademy

2. Hi. I’m J.
(yeah, just J)
jcornelius.com
ninelabs.com
@jc
@ninelabs
#startupacademy

3. Hypepotamus Summer Startup Academy – J Cornelius – @jc – #startupacademy
What is Design?

4. Hypepotamus Summer Startup Academy – J Cornelius – @jc – #startupacademy
object
agent
goals
environment
components
requirements
constraints
! product or service
! you
! user desire
! internet
! tools & code
! market
! time & money

5. Hypepotamus Summer Startup Academy – J Cornelius – @jc – #startupacademy

6. Hypepotamus Summer Startup Academy – J Cornelius – @jc – #startupacademy
Form
follows
Function

7. Hypepotamus Summer Startup Academy – J Cornelius – @jc – #startupacademy
Beauty
vs.
Usability
Form
vs.
Function

8. Hypepotamus Summer Startup Academy – J Cornelius – @jc – #startupacademy
Great design creates usability.
Without usability it’s just art.

9. Hypepotamus Summer Startup Academy – J Cornelius – @jc – #startupacademy
Art communicates feelings.
Design solves a problem.

10. Hypepotamus Summer Startup Academy – J Cornelius – @jc – #startupacademy
Okay

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Better

12. Hypepotamus Summer Startup Academy – J Cornelius – @jc – #startupacademy
Great

13. Hypepotamus Summer Startup Academy – J Cornelius – @jc – #startupacademy

14. Hypepotamus Summer Startup Academy – J Cornelius – @jc – #startupacademy

15. Hypepotamus Summer Startup Academy – J Cornelius – @jc – #startupacademy

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Design is reducing friction
Image Credit: http://flaglerlive.com/26173/florida-education-post-mortem/

17. Hypepotamus Summer Startup Academy – J Cornelius – @jc – #startupacademy
What is a Brand?

18. Hypepotamus Summer Startup Academy – J Cornelius – @jc – #startupacademy
A brand is what sits at
the intersection of what a
company does, and how
the user feels about it.

19. Hypepotamus Summer Startup Academy – J Cornelius – @jc – #startupacademy
ACME

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YOU
ACME

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YOU
ACME

22. Hypepotamus Summer Startup Academy – J Cornelius – @jc – #startupacademy
YOU

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YOU
ACME

24. Hypepotamus Summer Startup Academy – J Cornelius – @jc – #startupacademy
Understanding what people
want and designing things
that inspire them is the
most powerful way to
achieve business goals.

25. Hypepotamus Summer Startup Academy – J Cornelius – @jc – #startupacademy
What do they want?

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Emotion

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100 milliseconds
Image Credit: http://www.gfsboothblog.com/2011_01_01_archive.html

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No amount of design can
fix a lousy experience.

30. Hypepotamus Summer Startup Academy – J Cornelius – @jc – #startupacademy
Image Credit: http://old.post-gazette.com/xtras/pghimages/default.asp?page=2
Hypepotamus Summer Startup Academy - J Cornelius - @jc - #startupacademy

31. Hypepotamus Summer Startup Academy – J Cornelius – @jc – #startupacademy
Image Credit: http://everlite.deviantart.com/art/Girl-in-mirror-2-of-2-99542012
Appearance

32. Hypepotamus Summer Startup Academy – J Cornelius – @jc – #startupacademy
Image Credit: http://www.torontoseogroup.com/a-different-kind-of-internet-marketing-company
Distinctiveness

33. Hypepotamus Summer Startup Academy – J Cornelius – @jc – #startupacademy
Image Credit: http://www.epicgames.ru/2010/07/07/depth-indi-igry-v-3d/doftest/
Depth
Hypepotamus Summer Startup Academy - J Cornelius - @jc - #startupacademy

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energy
Energy
Image Credit: http://www.alysoncamille.com/posts/motion/

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Image Credit: http://jameswoodward.wordpress.com/2012/01/24/hands/
Humanity

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Mystique

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}emotional
framework
appearance
distinctiveness
depth
energy
humanity
mystique

38. Hypepotamus Summer Startup Academy – J Cornelius – @jc – #startupacademy
Life’s too short to build
something nobody wants.
– Ash Maurya –

39. Thanks.
jcornelius.com
ninelabs.com
@jc
@ninelabs