Design 101
                                Jason Putorti
                           Lead Designer, mint.com

             ...
Monday, November 2, 2009
Monday, November 2, 2009
What is design?



Monday, November 2, 2009
Design isn’t
                           decoration


Monday, November 2, 2009
“What is design? It begins with ideas--ideas based
               in purpose. It requires a plan or a process. It yields
 ...
Design is
                           communication


Monday, November 2, 2009
Design is a process




Monday, November 2, 2009
Why Design Matters



Monday, November 2, 2009
Understanding what the consumers want and
               bringing solutions that will inspire them is the most
           ...
Understanding what the consumers want and
               bringing solutions that will inspire them is the most
           ...
“[Design is] proof of a company's commitment to
                                people and to innovation.”

              ...
Early adopter love



Monday, November 2, 2009
"Design is the message. It helps us
                      communicate our strong point of
                     difference....
Monday, November 2, 2009
We’re in an
                    emotional economy


Monday, November 2, 2009
People act on
                             emotion


Monday, November 2, 2009
Then back it up with
                     reasoning (maybe)


Monday, November 2, 2009
Monday, November 2, 2009
Monday, November 2, 2009
Design is a tool to
                            affect emotion


Monday, November 2, 2009
“A relevant and well-designed product will make its
               way into the world, will be spun across the
           ...
“A relevant and well-designed product will make its
               way into the world, will be spun across the
           ...
By forgetting to focus on the way your product will be
               experienced, and failing to respond to people's
    ...
By forgetting to focus on the way your product will be
               experienced, and failing to respond to people's
    ...
By forgetting to focus on the way your product will be
               experienced, and failing to respond to people's
    ...
Monday, November 2, 2009
Emotion   brand



Monday, November 2, 2009
A brand is not your
                                 name


Monday, November 2, 2009
A brand is
                           not your logo


Monday, November 2, 2009
Monday, November 2, 2009
Monday, November 2, 2009
Monday, November 2, 2009
Monday, November 2, 2009
A brand is a
                           personality


Monday, November 2, 2009
Monday, November 2, 2009
Monday, November 2, 2009
Monday, November 2, 2009
Brand is how you feel



Monday, November 2, 2009
P O W E R E D b y S E R V I C E™




Monday, November 2, 2009
Monday, November 2, 2009
Monday, November 2, 2009
Monday, November 2, 2009
Monday, November 2, 2009
How can I apply all
                           this to my startup?


Monday, November 2, 2009
Trust is an emotion,
                    affected with design


Monday, November 2, 2009
Create a relationship
                 through interactions


Monday, November 2, 2009
Evoke emotion by
                           being unforgettable


Monday, November 2, 2009
Every interaction is
                            + or – to brand


Monday, November 2, 2009
Shipping upgrade
                            from Zappos +1


Monday, November 2, 2009
“Tell your friends”
                                 email –5


Monday, November 2, 2009
US Airways lost my
                               bags –50


Monday, November 2, 2009
First Mover Advantage



Monday, November 2, 2009
Design wins


Monday, November 2, 2009
Monday, November 2, 2009
Monday, November 2, 2009
Match the
                       aspirations of your
                             users


Monday, November 2, 2009
Monday, November 2, 2009
How mint.com did it



Monday, November 2, 2009
Engineering-first



Monday, November 2, 2009
Design-first



Monday, November 2, 2009
A designer shouldn’t
                   ‘skin’ the interface




Monday, November 2, 2009
A designer shouldn’t
                   ‘skin’ the interface

                           A designer should
               ...
Be the opposite of
                            the competition


Monday, November 2, 2009
Them               Us



                            Colors        Red               Green

                           Ima...
Design for tasks



Monday, November 2, 2009
Is it good for the
                                  user?


Monday, November 2, 2009
Make experience
                             delightful


Monday, November 2, 2009
Show important info
                     hide the rest


Monday, November 2, 2009
Get away from the
                               computer


Monday, November 2, 2009
Our Big Problem



Monday, November 2, 2009
I need your bank passwords.
                                    Trust me.




Monday, November 2, 2009
Solution:
                           Be beautiful


Monday, November 2, 2009
Monday, November 2, 2009
Don’t apologize for it



Monday, November 2, 2009
Don’t think of an
                              elephant


Monday, November 2, 2009
Make it a benefit



Monday, November 2, 2009
Be approachable



Monday, November 2, 2009
Monday, November 2, 2009
Overwhelming return



Monday, November 2, 2009
Monday, November 2, 2009
Delight the user
                           when they’ve done
                             what you want


Monday, Novembe...
We focused on
                           experience start to
                                  finish


Monday, November 2,...
Q&A



Monday, November 2, 2009
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Designing for Emotion

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Talk on design and emotional branding, delivered at Rethink Hawaii on November 2, 2009.

A summary of the talk is available here:
http://tumblr.com/xf53xl0to

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Designing for Emotion

  1. 1. Design 101 Jason Putorti Lead Designer, mint.com Follow me @novaurora Monday, November 2, 2009
  2. 2. Monday, November 2, 2009
  3. 3. Monday, November 2, 2009
  4. 4. What is design? Monday, November 2, 2009
  5. 5. Design isn’t decoration Monday, November 2, 2009
  6. 6. “What is design? It begins with ideas--ideas based in purpose. It requires a plan or a process. It yields innovation, invention or creation. It is successful if it elicits response--attention, desire, interaction or purchase.” Joe Duffy Monday, November 2, 2009
  7. 7. Design is communication Monday, November 2, 2009
  8. 8. Design is a process Monday, November 2, 2009
  9. 9. Why Design Matters Monday, November 2, 2009
  10. 10. Understanding what the consumers want and bringing solutions that will inspire them is the most powerful way to support any business strategy. Monday, November 2, 2009
  11. 11. Understanding what the consumers want and bringing solutions that will inspire them is the most powerful way to support any business strategy. Putting consumers and the product at the center of the equation is fundamental to a brand's success. Monday, November 2, 2009
  12. 12. “[Design is] proof of a company's commitment to people and to innovation.” Marc Gobé Monday, November 2, 2009
  13. 13. Early adopter love Monday, November 2, 2009
  14. 14. "Design is the message. It helps us communicate our strong point of difference. What you say is not as believable as what you show." Stig Gustavson Monday, November 2, 2009
  15. 15. Monday, November 2, 2009
  16. 16. We’re in an emotional economy Monday, November 2, 2009
  17. 17. People act on emotion Monday, November 2, 2009
  18. 18. Then back it up with reasoning (maybe) Monday, November 2, 2009
  19. 19. Monday, November 2, 2009
  20. 20. Monday, November 2, 2009
  21. 21. Design is a tool to affect emotion Monday, November 2, 2009
  22. 22. “A relevant and well-designed product will make its way into the world, will be spun across the blogosphere, will be sought after and endorsed in the most emotional fashion as a reward. Monday, November 2, 2009
  23. 23. “A relevant and well-designed product will make its way into the world, will be spun across the blogosphere, will be sought after and endorsed in the most emotional fashion as a reward. In an emotional economy, success is judged by a profound and indelible connection with people through sensory experiences. Monday, November 2, 2009
  24. 24. By forgetting to focus on the way your product will be experienced, and failing to respond to people's need to be stimulated, you #fail their expectations. Monday, November 2, 2009
  25. 25. By forgetting to focus on the way your product will be experienced, and failing to respond to people's need to be stimulated, you #fail their expectations. No amount of money can buy the media to fix a boring product, no PR message will work once you lose that trust. Monday, November 2, 2009
  26. 26. By forgetting to focus on the way your product will be experienced, and failing to respond to people's need to be stimulated, you #fail their expectations. No amount of money can buy the media to fix a boring product, no PR message will work once you lose that trust. The best brands of all jam with their consumers to invent and imagine ideas designed for the future.” Marc Gobé Author of Emotional Branding Monday, November 2, 2009
  27. 27. Monday, November 2, 2009
  28. 28. Emotion brand Monday, November 2, 2009
  29. 29. A brand is not your name Monday, November 2, 2009
  30. 30. A brand is not your logo Monday, November 2, 2009
  31. 31. Monday, November 2, 2009
  32. 32. Monday, November 2, 2009
  33. 33. Monday, November 2, 2009
  34. 34. Monday, November 2, 2009
  35. 35. A brand is a personality Monday, November 2, 2009
  36. 36. Monday, November 2, 2009
  37. 37. Monday, November 2, 2009
  38. 38. Monday, November 2, 2009
  39. 39. Brand is how you feel Monday, November 2, 2009
  40. 40. P O W E R E D b y S E R V I C E™ Monday, November 2, 2009
  41. 41. Monday, November 2, 2009
  42. 42. Monday, November 2, 2009
  43. 43. Monday, November 2, 2009
  44. 44. Monday, November 2, 2009
  45. 45. How can I apply all this to my startup? Monday, November 2, 2009
  46. 46. Trust is an emotion, affected with design Monday, November 2, 2009
  47. 47. Create a relationship through interactions Monday, November 2, 2009
  48. 48. Evoke emotion by being unforgettable Monday, November 2, 2009
  49. 49. Every interaction is + or – to brand Monday, November 2, 2009
  50. 50. Shipping upgrade from Zappos +1 Monday, November 2, 2009
  51. 51. “Tell your friends” email –5 Monday, November 2, 2009
  52. 52. US Airways lost my bags –50 Monday, November 2, 2009
  53. 53. First Mover Advantage Monday, November 2, 2009
  54. 54. Design wins Monday, November 2, 2009
  55. 55. Monday, November 2, 2009
  56. 56. Monday, November 2, 2009
  57. 57. Match the aspirations of your users Monday, November 2, 2009
  58. 58. Monday, November 2, 2009
  59. 59. How mint.com did it Monday, November 2, 2009
  60. 60. Engineering-first Monday, November 2, 2009
  61. 61. Design-first Monday, November 2, 2009
  62. 62. A designer shouldn’t ‘skin’ the interface Monday, November 2, 2009
  63. 63. A designer shouldn’t ‘skin’ the interface A designer should solve the problem Monday, November 2, 2009
  64. 64. Be the opposite of the competition Monday, November 2, 2009
  65. 65. Them Us Colors Red Green Imagery Stock art of It’s the product, people stupid Features Lots, Simple, complex UX automatic Lots of steps, Setup < 5 minutes friction Products 11 1 Monday, November 2, 2009
  66. 66. Design for tasks Monday, November 2, 2009
  67. 67. Is it good for the user? Monday, November 2, 2009
  68. 68. Make experience delightful Monday, November 2, 2009
  69. 69. Show important info hide the rest Monday, November 2, 2009
  70. 70. Get away from the computer Monday, November 2, 2009
  71. 71. Our Big Problem Monday, November 2, 2009
  72. 72. I need your bank passwords. Trust me. Monday, November 2, 2009
  73. 73. Solution: Be beautiful Monday, November 2, 2009
  74. 74. Monday, November 2, 2009
  75. 75. Don’t apologize for it Monday, November 2, 2009
  76. 76. Don’t think of an elephant Monday, November 2, 2009
  77. 77. Make it a benefit Monday, November 2, 2009
  78. 78. Be approachable Monday, November 2, 2009
  79. 79. Monday, November 2, 2009
  80. 80. Overwhelming return Monday, November 2, 2009
  81. 81. Monday, November 2, 2009
  82. 82. Delight the user when they’ve done what you want Monday, November 2, 2009
  83. 83. We focused on experience start to finish Monday, November 2, 2009
  84. 84. Q&A Monday, November 2, 2009
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