design for
startups
Jeffrey Veen

cargo cults

Shouldn’t copying something
be easier than creating it?
The problem is that the work on
the original is invisible. The
copier doesn’t know why it looks
the way it looks or feels the way
it feels or reads the way it reads.
Photo: James Duncan Davidson

Good design is innovative.
It does not copy existing
product forms, nor does it
produce any kind of novelty
for the sake of it.

intentional

design
the process of making things for other people

decisions
Jared Spool Jess McMullin

unconsidered

introspective

genius!

user-centered

Design Visual Information Interaction
Strategist Designer Architect Designer Writer
Interface Design Roles
Will neglecting design confuse your users?

visual design

interaction
design

information
architecture

2.0.0 Traffic
1.0.0 Visitor 3.0.0 Content 5.0.0 Ecommerce
Sources 4.0.0 Goals
Overview Overview overview
Overview
# of Visitors new and
% of Goals Completed
Top Content Revenue
2.1.0 Direct Traffic
retruning % visitors came
N Overview
directly
Aver. Length of
N
N Visit Goal Conversion?
# of visitors 4.1.0 Goal Detail
N Total Revenue
Total Direct Trafic
N Aver. Depth of Visit
N Pages/Visit
N Total Completion
N Total Transactoins
# of visitors that
1.2.0 Total
N N Aver. Time on Page
N came directly
New vs. Retruning Pageviews 4.2.0 Reverse
N Conversion %
Goals
N
S # of products
Direct Visitors
N
Aver. Total Value
Funnel Visualization
1.1.0 Average PV/
Pageviews/ % Bounce
N
Visite visit Product Categories
T N Average Value
Top Content
Pages/Visits
Pageviews
N
Uniq. Views Abandoned Funnel
# of visits new Avg. Time on Site
1.3.0 New vs.
and returning
returning Pageviews
4.3.0 Funnel Page
% First Visit To Site
3.2.0 Average Time
Loyality
Ave. Time on Page
% Goal 1
Recency 1.4.0 Loyalty Funnel Visualization
% Exit
% Goal 2
Make \"Entrance\" and
$ Index
Segmentation \"Exit\" numbers hidden
% Goal 3 3.1.0 Content 3.1.3 Site Overlay
until asked for by
Detail Detail
1.5.0 Recency user.
Keyword
User Defined
% Goal 4 Entrance &
T Bounce
Total Visitors for
Campaign # of Transactions
Content
Uniq. Views Page
Total Revenue
Pageviews 3.3.0 Average
N
Design Criteria # of Visitors
Bounce Rate
# of Products
Ave. Time
Source
Aver. Time on
Campaign
Medium]
Page
% Exit
3.4.1 Percent who
2.2.1 Referring
2.2.0 Referring 2.2.2 Link Detail Aver. Bounce
Keyword Content % visitors came started
N Source Detail
Sources $ Index
from other links
% who started
Country Region
Visitors from
Visitors from Link
Total Referral Trafic
T Exit
Source 3.1.2 Initial
Network
Traffic Source 3.1.1 All Navigation
City
Navigation
Location
Initial
N N Uniq. Views
N # of visitors # of visitors
# of sources All Navigation
T T
T Referring source Navigation
Browser
Language (came from)
(Starting Page)
popularity ranking popularity ranking
N N Pageviews
N # of visitors and % of visitors and % of visitors Visits Visits Visits
Connection
Platform
points to content
iff source has one link
Speed
N Ave. Time
T Referring sources page
referral: Goal/Visit Goal/Visit Goal/Visit
Screen
points to content % Exit
N Visitors from this
S
Resolution Colors
Source Domain Name T/Visit T/Visit T/Visit
page source
$ Index
else:
Java $/Visit $/Visit $/Visit
% Bounce
Visits
Flash
Source's Link
T Referrals
Pages/Visits
Bounce Rate
URL
Avg. Time on Site
Pages/Visits
Visits
% First Visit To Site
Time on Site
Bounce Rate
% Goal 1
First Visit To Site
Pages/Visits Overlay
% Goal 2
Goal 1
Time on Site
% Goal 3
Goal 2
First Visit To Site
% Goal 4
Goal 3
Goal 1
Goal 4 # of Transactions
Goal 2
Total Revenue
Transactions
Goal 3
# of Products
Revenue
Goal 4
link to geo map for this
segment
Transactions
link to language list for
this segment
Revenue
Visitors from this
S source
% Bounce
Pages/Visits
Avg. Time on Site
% First Visit To Site
% Goal 1
% Goal 2
% Goal 3
% Goal 4
# of Transactions
Total Revenue
# of Products
link to geo map for this
segment
link to language list for
this segment
2.3.0 Search 2.3.2 Search 2.3.4 Top 2.3.1 Search 2.3.3 Search 2.3.5 Top
2.3.6 Keyword
% visitors from Engines Overview Engine Detail Keywords Engines Overview Engine Detail Keywords
N Detail
search engines (all) (all) (all) (paid) (paid) (paid)
segmentable by paid/organic
% of engine's paid
% of each search % of engine's traffic % of search traffic % of each search % of search traffic
traffic for top 5 segmentable by engine
engine for top 5 keywords for top 5 keywords engine for top 5 keywords
keywords
N N visitors from
N N N N
% of total traffic % of total traffic
# of visitors # of keywords # of visitors # of paid keywords
keyword
traffic rank among
traffic rank among
N N N
# of paid
N N N
# of keywords # of keywords # of keywords
your paid search
your engines keywords
N # of visitors
# of paid # of paid
N
N N N # of keywords
# of keywords
T
T Keywords
Keywords
keywords keywords traffic rank among
N your keywords
# of visitors from
N
# of visitors from
N
T T Keyword
Keyword paid keywords
Search Engines Search Engines
paid keywords points to content
N page(s)
Visits
Visits Visitors from this

UI copy

front-end
development

design
strategy

case study:
Wikirank

Find articles on wikirank
wikirank Search
The Wikipedia page for Topic Page was viewed 2,190 This Is An Advertisement
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Embed this chart Compare this to another topic View: 7 days - 30 days - 90 days
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Popular by
Home page
month, year
Topic pages Search results
Comparison
chooser
Wikirank page flow Comparison
page

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Instructions for Use
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process rolls
•unconsidered • visual design
introspective interaction design
• •
genius! information
• •
architecture
user-centered
•
front-end
•
development
UI copy
•
design strategy
•