10 Things CEOs Need to Know About Design

10 things you need to know about design Jason Putorti Bessemer Venture Partners Follow me @putorti

#ux10 @putorti

What is 1 Design can change businesses design? 2 Design is more than pretty pictures Great 3 Talks benefits not features Design 4 Thinks in flows not screens 5 Doesn’t make the user think A Great 6 Starts with a great story Design Process 7 Uses design as a lever 8 Gets out of the office 9 Has a bible 10 Repeats & refines

1 What is design? Design can change businesses.

I need your bank passwords. Trust me.

P O W E R E D b y S E R V I C E™

I’m on twitter.

You should follow me on twitter here.

+173% increase in clicks

2 What is design? Design is more than pretty pictures

Design thinking The essential ability to combine empathy, creativity and rationality to meet user needs and drive business success.

User experience How your product works in the real world, or how a person feels about using your product.

‣ Going through the sign up ﬂow ‣ Completing a task in the product ‣ Error message in the product

Customer experience The sum of all interactions a customer has with your company, positive, or negative.

‣ Going through the sign up ﬂow ‣ Completing a task in the product ‣ Error message in the product ‣ Viewing your home page ‣ Reading a marketing email ‣ Dealing with customer service

‣ Going through the sign up ﬂow +5 ‣ Completing a task in the product +10 ‣ Error message in the product -5 ‣ Viewing your home page +1 ‣ Reading a marketing email -10 ‣ Dealing with customer service -5

Your brand is how customers feel about you

3 Great design... Talks beneﬁts not features

20 colorful Understand vs conﬁgurable your money charts and graphs

Comprehensive Remove your vs fuzzy-matching personal data algorithm locates from the web your records

4 Great design... Thinks in ﬂows not screens

Log In 1. User enters email address into email ﬁeld. 2. User enters password into password ﬁeld. 3. User clicks Log In button. 4. System validates login information. If okay, User is taken to Overview page.

Take note of task ﬂows in your product

5 Great design... Doesn’t make the user think

Interaction Scale Requires Obvious Thought “Is that a Click! button?” “Is this what I Click! want? Should I keep looking?”

Make it obvious what’s clickable.

Or make it discoverable.

People don’t read, they scan

Minimize noise

Omit needless words

Users pick the ﬁrst reasonable option.

6 A great design process... Starts with a great story

“Does everyone on your team know what the experience will be like interacting with your offerings ﬁve years from now?” JARED SPOOL

“How would it work if it were human?” KIM GOODWIN

“How would it work if it were magic?” KIM GOODWIN

“Because everyone on the team has the same vision, they are all on the same page for what it takes to succeed.” JARED SPOOL

7 A great design process... Uses design as a lever

MARKETING “The best marketing tool you can have is a well-designed application.”

BUSINESS DEVELOPMENT Align your revenue with valuable and legitimate user tasks.

BRAND Negative interactions drive negative social media.

MARKETING+PR “No amount of money can buy the media to ﬁx a boring product.”

8 A great design process... Gets the team out of the ofﬁce

“In the last six weeks, have your team members spent at least two hours watching people experience your product or service?”

9 A great design process... Has a bible

Trust & Credibility

Startup brand czar Large company style guide

10 A great design process... Repeats & Reﬁnes

Allot product cycles to improvement

“In the last six weeks, have you held a celebration of a recently introduced design problem?”

What is 1 Design can change businesses design? 2 Design is more than pretty pictures Great 3 Talks benefits not features Design 4 Thinks in flows not screens 5 Doesn’t make the user think A Great 6 Starts with a great story Design Process 7 Uses design as a lever 8 Gets out of the office 9 Has a bible 10 Repeats & refines

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10 Things CEOs Need to Know About Design

by Jason Putorti on May 12, 2010

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