Rob Abbott, $105 Million and 20 Startups Later, Egg Haus

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  • 1. $105 Million, and20 Startups Later Product & Design Guidelines Rob Abbott — EGG HAUS, Inc. Designer Fair 2012 - Stanford d.school
  • 2. Rob Abbott @ abbottStarting 2000, spent 7 yrs in User Experienceand Design (UED) organizations at IBM,Fidelity, and eBay.Left eBay to join Ribbit, which was acquired byBritish Telecom in 2008 for $105 million.Founded EGG HAUS, Inc., a product designfirm in San Francisco.
  • 3. 3.5 yrs, Product Design and Mobile consulting...Buddy Media Noisetoys American ExpressCake Financial Open Home Pro Anheuser BuschCardpool Recurly AolFlipboard Scoop St. Bud LightFoodspotting Stitcher CiscoInstagram Tracktopia Conde NastJIBE Wikiinvest DisneyLiving Proof Vuze (Azureus) Dunkin DonutsMetaCert Yummly eBayModelinia Macys.comMulu Marriot HotelsMypad Myspace
  • 4. Despite the culture shift, design remains arelatively low priority.Most founders and core teams do notinvest enough time in the design process.Get involved, learn the process.
  • 5. Design — Pick Two...
  • 6. Trust your designers to make the rightdecisions.Great designers are receptive tofeedback, and iterate on holistic vision.
  • 7. “We have five engineers, and onedesigner.”Keep your team proportionally balancedto avoid stressing talent.Both engineer and designer must beequally responsible and accountable forthe implementation quality of the userinterface.
  • 8. Designers are not perfect,and neither are you.Be a catalyst for design conversation,but do not dictate direction.Challenge the team,“how can we make this better?”.
  • 9. “I don’t code, but I do knowhow to open Photoshop.”
  • 10. If you are not creating visual assets forrelease, you should not be in Photoshop.Photoshop is the most inefficient way tovisually communicate an idea.If you plan to be the designer, educateyourself on the tools of design and thewhen and why they are used.
  • 11. Design is not one dimension, and yourdesigner shouldn’t be either.Challenge your designer to deliverbeyond his/her own expectations andcapabilities.
  • 12. Ask, “what can we remove [from theproduct, design, etc.]?”. Then ask again.Simplifying your product simplifies theinteraction, the design, and theexperience, as well as exponentiallydecreases design time, build time, andmost importantly time to market.Shelve features (i.e. MVP).
  • 13. Avoid spreading your team thin due todistributing too many tasks. Focus andprioritize tasks for the short-term.If users do not understand the initialproduct value, the remainder of yourproduct does not matter.Only when you release will you know thevalue of your product. Do not invest inunfounded and untested assumptions.
  • 14. Thank you.Questions – rob@egghaus.com or @abbottCRITIQ Mobile Week 2012https://critiq.org