Design Driven Development (extended edition) - Kre8tif 2014 - Kuala Lumpur, Malaysia

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Design Driven Development (extended edition) - Kre8tif 2014 - Kuala Lumpur, Malaysia

  1. 1. VITALYM.GOLOMB|@VITALYGKUALALUMPUR|MAR16TH,2014 DESIGNDRIVEN DEVELOPMENT
  2. 2. “Artislikemasturbation.Itisselfishand introvertedanddoneforyouandyoualone... ...Designislikesex.Thereissomeoneelse involved,theirneedsarejustasimportant asyourown,andifeverythinggoesright, bothpartiesarehappyintheend.” ColinWright @colinismyname
  3. 3. DESIGN ≠ ART
  4. 4. K E E N P R I N T. C O M S TA RT U PA D D V E N T U R E . C OI N V E S TO R H A RV E S T. C O +Investor
  5. 5. DieterRamsINDUSTRIALDESIGNGURU
  6. 6. DieterRams TENPRINCIPLES OFGOODDESIGN
  7. 7. #1ISINNOVATIVE 
 TAKESADVANTAGEOF
 NEWTECHNOLOGY
  8. 8. #2MAKESAPRODUCT MOREUSEFUL 
 USEDICTATESFORM
  9. 9. #3ISAESTHETIC 
 ONLYWELL-EXECUTED OBJECTSCANBEBEAUTIFUL
  10. 10. #4 MAKESAPRODUCT UNDERSTANDABLE MAKESAPRODUCTTALK
  11. 11. #5ISUNOBTRUSIVE 
 NEUTRAL,OPENTO
 USERSELF-EXPRESSION
  12. 12. #6ISHONEST 
 DOESN’TMAKEPROMISES THATCANNOTBEMET
  13. 13. #7ISLONGLASTING 
 FASHIONABLEDESIGN
 DATESQUICKLY
  14. 14. #8ISTHOROUGH 
 LEAVESNOTHINGTOCHANGE, DOWNTOTHELASTDETAIL
  15. 15. #9 ISENVIRONMENTALLY-FRIENDLY USESONLYWHATISNEEDED
  16. 16. #10 ISASLITTLEDESIGNASPOSSIBLE SIMPLEANDPURE
  17. 17. AND NOW SOME BAD DESIGN...
  18. 18. CONSISTENT
  19. 19. PORSCHE911 50YEARS-7GENERATIONS
  20. 20. howimportant isperception?
  21. 21. trustuswithyour
 bankinglogins
  22. 22. 60-80%markupon dirt,oil,wax,andfragrance
  23. 23. sohowmuchis “design”worth?
  24. 24. +100-350%
  25. 25. +200-400%
  26. 26. +100-500%
  27. 27. +800-1000%
  28. 28. +200-5600%
  29. 29. “Designisnotjust whatitlookslike. Designishowitworks.” SteveJobs
  30. 30. INTERFACE LOGIC 99%OFTHEWORLDDOESNOTUNDERSTAND THEMAGICOFPROGRAMMING YOURAPPLICATION DATA INTERFACE HOWUSERSSEEIT MAGIC
  31. 31. “Asfarasthecustomeris concerned,theinterface istheproduct.” ! JefRaskin CreatorofAppleMacintosh
  32. 32. designdisciplines
  33. 33. GRAPHICDESIGN BRANDING ! ILLUSTRATION ! TYPOGRAPHY ! IMAGEMANIPULATION
  34. 34. userexperience GRAPHICDESIGN ! PSYCHOLOGY
 KNOWLEDGEOFMEDIUM ! SENSEINTENT
  35. 35. ui/visual SUBSETOFUX& GRAPHICDESIGN ! DESIGNPRINCIPALS FORGIVENOS ! SURFACEFUNCTIONALITY
  36. 36. front-enddeveloper DESIGNEYE ! EXECUTEUX/UI ! BRIDGETOENGINEERING
  37. 37. marketing COPYWRITING ! SALES ! VOICEOFTHECUSTOMER
  38. 38. UI/VISUAL FRONT-ENDDEV.GRAPHICDESIGN USEREXPERIENCE MARKETING
  39. 39. “Gooddesignisobvious. Greatdesignistransparent.” JoeSparano @joesparano
  40. 40. user-centricdesign
  41. 41. NOSUCCESSFULPRODUCTHAS EVERCOMEOUTOFAFOCUSGROUP
  42. 42. "IfIhadaskedpeoplewhat theywanted,theywould havesaid‘fasterhorses’." HenryFord
  43. 43. designsuccess formula...
  44. 44. Vision + Feedbackfromcustomers/users + Culture(consistency&expectations) + Techniques JaredSpool @jmspool
  45. 45. Unintentional
  46. 46. Unintentional self genius activity- focused
  47. 47. so what THE F*** is a startup?
  48. 48. A STARTUP IS... an experiment in search of a business model- steve blank
  49. 49. SCALABLE
 STARTUP transition company business model found product/market fit repeatable sales model managers hired break-even profitable rapid scale new senior management ~150 people “a startup is not a smaller version of a large company”- steve blank
  50. 50. A STARTUP IS A COMPANY THAT IS CONFUSED ABOUT: ! 1. WHAT ITS PRODUCT IS, ! 2. WHO ITS CUSTOMERS ARE, ! 3. HOW TO MAKE MONEY - DAVE MCCLURE
  51. 51. “A STARTUP’s default state is #failure. as a founder, you have to work to unfail it.”- VITALY M. GOLOMB
  52. 52. so what’s a goodstartup?
  53. 53. solves a painful problem for a specific customer
  54. 54. how can you be sure you’re solving a problem?
  55. 55. stop coding ! get out of the building ! talk to your customers ! face your fears ! validate assumptions
  56. 56. “as a startup ceo, i slept like a baby. i woke up every 2 hours and cried.” - ben horowitz
  57. 57. find a problem you can’t live without solving
  58. 58. don’t build technology looking for a problem to solve ! solve a painful problem
  59. 59. how is it currently being solved?
  60. 60. no competitors = no problem = no market
  61. 61. choose a BIGproblem
  62. 62. lifestyle businesses are those that don’t scale
  63. 63. what do you mean scale?
  64. 64. $1,000,000 $2,000,000 $3,000,000 $4,000,000 Craigslist Apple Google Facebook Amazon McDonalds revenue per employee$3.6M $2.15M $1.25M $1.1M $691K $64K
  65. 65. designdriven Development
  66. 66. designgoesfirst
  67. 67. PROBLEM DEFINITION WIREFRAMES +PROTOTYPES USER INTERFACE DESIGN ARCHITECTURE APPLICATION DEVELOPMENT FRONT-END DEVELOPMENT MARKETING CUSTOMER FEEDBACK RINSE&REPEAT
  68. 68. “Designisintelligencemadevisible.” DonNewgren Artist
  69. 69. definetheproblemandlet designersdotheirjobs
  70. 70. workingwith designers
  71. 71. whatdo designersneed?
  72. 72. hint: it’snotmoremoney
  73. 73. InterestingProblems
  74. 74. CreativeEnvironment
  75. 75. ASeatatTheTable
  76. 76. howwouldyoulikeyourdesign? picktwo
  77. 77. FAST CHEAP GREAT FREE UGLY,
 RUSHED,AND CARELESS NEVERONTIME DOESNOT
 EXIST YOUGET
 WHATYOU
 PAYFOR DOESNOT
 EXIST TRASH DOESNOT
 EXIST
  78. 78. main ingredient: team
  79. 79. BUSINESSwith domain expertise DESIGN ENGINEERING balanced startup team
  80. 80. designiscore
  81. 81. corporate people startup people ! experts in one area ! years climbing ladder ! stable lifestyle ! real responsibilities ! life balance ! generalists ! early start ! cheap lifestyle ! nothing to lose ! nothing else matters
  82. 82. hiring is hard
  83. 83. " much money " stability " support structure " a long-term plan ! stock ! flexibility ! chance to make a difference what you don’t have what you do have
  84. 84. get to customers asap
  85. 85. what is all this lean bullsh*t?
  86. 86. lean = quick iterations
  87. 87. more chances to solve the problem
  88. 88. more chances to #unfail
  89. 89. - mark zuckerberg
  90. 90. want the slides? follow @vitalyg

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