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21 things you might not know about Product Design...

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21 key things an entrepreneur should know about product design. Presentation for BootUp, a Startup Incubator in Hong Kong.

21 key things an entrepreneur should know about product design. Presentation for BootUp, a Startup Incubator in Hong Kong.

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21 things you might not know about Product Design... 21 things you might not know about Product Design... Presentation Transcript

  • 21 things you might not know about Product Design...
    ...and if you do, please pretend like you don't.
    Etienne Garbugli
    Web & User Experience Strategist
  • Me meme.
    • Montreal, Canada raised
    • Comms / Marketing background
    • First (Geocities) Website in 1998
    • Founded 3 businesses (1 startup)
    • RecognizedUsability / UX / IXD / IA expert with 7+ years of experience
  • 1.
    Ideas are nothing without
    proper execution
  • }
    Idea
    x Execution
    ________
    Result
    Boo.com
  • 2.
    Most people only really use
    5 to 7 services
  • }
    Whywould I addyouhere?
  • 3.
    You can’t easily change user behavior
  • 4.
    Understand your meaning
  • Company name is for market segmentwho are dissatisfied with problem being solved. Our product name or service offering provides companies with benefits. Unlike our competitors, we have proprietary advantage.
    }
    What are yousolving? How do you know?
  • 5.
    Challenge the Status Quo
  • Reverse
    engineer designs.
    Find patterns and
    improvement
    opportunities.
    }
  • 6.
    You may not need a signup
  • Tripit.com
  • 7.
    Perceived value is key
  • Moof.com
    }
    It’snever about the tool; youneed to focus on value.
    Askyourself, doesthis help anyonereachtheir goal?
  • 8.
    You don’t have to build everything
  • Iteration1
    SchedulingBoard, Progress Reports, Job Status Reports, Profitability Reports, Customer Tracking, Call-back Scheduling, Dashboard Customization, SharedAppointments, PurchaseOrderContract, Workflow Management, SchedulingBoard, Reminders, Invoicing, Billing, Search, Signup, Login
    }
    Build the
    minimum
    needed to
    launch. Builditverywell.
    Iteration 2
    User Ratings, Social Media, PrintView
    Eh…
    Iteration3
  • 9.
    Others have done it before
  • }
    You don’tneed to re-do whatalreadyexists.
  • 10.
    The longer it takes to develop, the less likely it is to launch
  • W1 W5 W10 W15 W20 W25 W30 W35 W40
    Great idea
    Team Setup
    Thinking
    Debating
    Arguing
    Planning
    Executing
    Out of Money…

    }
    Buildmomentum, not projectplans.
  • 11.
    Typing is a barrier to entry
  • }
    Newsletter
    signup. Please
    kill me…
  • 12.
    Content actually matters
  • }
    Great content
    is simple,
    scannable and
    purposeful.
  • 13.
    Visual flows convert
  • }
    What do you
    notice first?
    Second? Third?
  • Alignment
    + Color
    + Contrast
    + Shape
    + Size
    + Whitespace
    ___________
    Visual Weight
    }
  • 14.
    The blank state should not be blank
  • Whatnow?!
    Blank
    screens are
    communication
    opportunities.
    }
    Dokdok.net
  • 15.
    People love overviews
  • }
    Always look for ways to provide an overview. Most of your favorite Websites do it!
  • 16.
    (Great) UX can create word of mouth
  • }
    « Wow »
    moments
    helpedmake
    Mintfamous.
    Mint.com
  • 17.
    Copying can be dangerous
  • Amazon.com
    Target.com
    }
    Same design, different reality.
  • 18.
    Good designs feel natural
  • Design is a
    reductive
    process. You
    need the
    right options
    at the right
    time and
    the right
    position.
    }
    ABtests.com
  • 19.
    You need metrics to survive
  • }
    Trackevery
    step of the
    funnel. Understand
    the issues.
  • 20.
    Features are best introduced one at a time
  • Batch Import and Export of catalogue Product comparisons Product Reviews Layered / Faceted Navigation for filtering of products in Search Results Shopping Cart ReportProduct
    Image Zoom-in DownloadableProductsCapabilityAbandonedShipping to multiple addresses in one orderOrderTrackingfromAccount A/B and MultivariateTesting Google Base IntegrationMeta-information for products and categories Admin Dashboard for Report Overview
    }
    Introduce one feature at a time to be able to identify issues and roll back if necessary.
  • 21.
    You can’t know everything
  • POST analysisHeuristic evaluations Lean startup methodology5 second test Scrum A/B testing SWOT analysis
    Aarrr metrics 4Q surveys Cost-benefit analysis Conversion funnel Analysis Price Point Analysis Personas
    }
    What do you know? What do you really need to know?
  • +1 Bonus
  • “Progress is not the number of features, it's user behavior changes.”
    - Dave McClure
    }
    Spend 80% of your time optimizing features, 20% on creating new ones.
  • Thank you.
    Etienne Garbugli
    Web & User Experience Strategist
    Phone: 6753 5849
    Email: Etienne@21lives.com
    Twitter: @kotsego