Designing for
the Right Audience

Danielle Arvanitis
Plaid is the new flat
—Tim Burks
John Maeda, KPCB
Sunnyvale
Designing for the
wrong audience
Designing for ourselves
Designing for design peers
Designing for the marketing department
7
11
4

avg
high
low
Designing for patents
Designing for gatekeepers & the media
The promise you make…
So…how can I
be sure to design
for the right audience?
Skills
One designer can illustrate with
ease, while another can barely
manage a stick figure. Both are
competent UX designers.
—Br...
Style
Layout

Manipulation
Viewing & Navigation

Task Flow
Conceptual Model

STRUCTURE

Organizational Model

BEHAVIOR

Us...
Style
Layout

Manipulation
Viewing & Navigation

Task Flow
Conceptual Model

STRUCTURE

Organizational Model

BEHAVIOR

Us...
Style
Layout

Manipulation
Viewing & Navigation

Task Flow
Conceptual Model

STRUCTURE

Organizational Model

BEHAVIOR

Us...
Style
Layout

Manipulation
Viewing & Navigation

Task Flow
Conceptual Model

STRUCTURE

Organizational Model

BEHAVIOR

Us...
Style
Layout

Manipulation
Viewing & Navigation

Task Flow
Conceptual Model

STRUCTURE

Organizational Model

BEHAVIOR

Us...
Text

VISUAL DESIGNER

Style
Layout

BEHAVIOR

User Assistance

Manipulation
INTERACTION DESIGNER
Viewing & Navigation

Ta...
Temperament
Ego-driven
Service-driven
But how do I
tell them apart?
A simple question
Listen for keywords
You need both!
Last thoughts
This is a great time
for design.
This is a great time
for design.

ERS
Design is a
service industry
Thanks!
Danielle Arvanitis
@dannyoyello
dmaux.com
Designing for the Right Audience
Designing for the Right Audience
Designing for the Right Audience
Designing for the Right Audience
Designing for the Right Audience
Designing for the Right Audience
Designing for the Right Audience
Designing for the Right Audience
Designing for the Right Audience
Designing for the Right Audience
Designing for the Right Audience
Designing for the Right Audience
Designing for the Right Audience
Designing for the Right Audience
Designing for the Right Audience
Designing for the Right Audience
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Designing for the Right Audience

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Talk from Renaissance IO 2014 on how to make sure you’re designing your apps for the right audience. Covers Baxley’s “Universal Model of the User Interface” and designer temperaments.

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Designing for the Right Audience

  1. 1. Designing for the Right Audience Danielle Arvanitis
  2. 2. Plaid is the new flat —Tim Burks
  3. 3. John Maeda, KPCB
  4. 4. Sunnyvale
  5. 5. Designing for the wrong audience
  6. 6. Designing for ourselves
  7. 7. Designing for design peers
  8. 8. Designing for the marketing department
  9. 9. 7 11 4 avg high low
  10. 10. Designing for patents
  11. 11. Designing for gatekeepers & the media
  12. 12. The promise you make…
  13. 13. So…how can I be sure to design for the right audience?
  14. 14. Skills
  15. 15. One designer can illustrate with ease, while another can barely manage a stick figure. Both are competent UX designers. —Braden Kowitz, Google Ventures
  16. 16. Style Layout Manipulation Viewing & Navigation Task Flow Conceptual Model STRUCTURE Organizational Model BEHAVIOR User Assistance   PRESENTATION Text Universal Model of the User Interface. © 2003, Robert Baxley
  17. 17. Style Layout Manipulation Viewing & Navigation Task Flow Conceptual Model STRUCTURE Organizational Model BEHAVIOR User Assistance   PRESENTATION Text Universal Model of the User Interface. © 2003, Robert Baxley
  18. 18. Style Layout Manipulation Viewing & Navigation Task Flow Conceptual Model STRUCTURE Organizational Model BEHAVIOR User Assistance   PRESENTATION Text Universal Model of the User Interface. © 2003, Robert Baxley
  19. 19. Style Layout Manipulation Viewing & Navigation Task Flow Conceptual Model STRUCTURE Organizational Model BEHAVIOR User Assistance   PRESENTATION Text Universal Model of the User Interface. © 2003, Robert Baxley
  20. 20. Style Layout Manipulation Viewing & Navigation Task Flow Conceptual Model STRUCTURE Organizational Model BEHAVIOR User Assistance   PRESENTATION Text Universal Model of the User Interface. © 2003, Robert Baxley
  21. 21. Text VISUAL DESIGNER Style Layout BEHAVIOR User Assistance Manipulation INTERACTION DESIGNER Viewing & Navigation Task Flow ARCHITECT Conceptual Model STRUCTURE Organizational Model
  22. 22. Temperament
  23. 23. Ego-driven
  24. 24. Service-driven
  25. 25. But how do I tell them apart?
  26. 26. A simple question
  27. 27. Listen for keywords
  28. 28. You need both!
  29. 29. Last thoughts
  30. 30. This is a great time for design.
  31. 31. This is a great time for design. ERS
  32. 32. Design is a service industry
  33. 33. Thanks! Danielle Arvanitis @dannyoyello dmaux.com
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