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

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  • 1. VITALYM.GOLOMB|@VITALYGKUALALUMPUR|MAR16TH,2014 DESIGNDRIVEN DEVELOPMENT
  • 2. “Artislikemasturbation.Itisselfishand introvertedanddoneforyouandyoualone... ...Designislikesex.Thereissomeoneelse involved,theirneedsarejustasimportant asyourown,andifeverythinggoesright, bothpartiesarehappyintheend.” ColinWright @colinismyname
  • 3. DESIGN ≠ ART
  • 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. DieterRamsINDUSTRIALDESIGNGURU
  • 6. DieterRams TENPRINCIPLES OFGOODDESIGN
  • 7. #1ISINNOVATIVE 
 TAKESADVANTAGEOF
 NEWTECHNOLOGY
  • 8. #2MAKESAPRODUCT MOREUSEFUL 
 USEDICTATESFORM
  • 9. #3ISAESTHETIC 
 ONLYWELL-EXECUTED OBJECTSCANBEBEAUTIFUL
  • 10. #4 MAKESAPRODUCT UNDERSTANDABLE MAKESAPRODUCTTALK
  • 11. #5ISUNOBTRUSIVE 
 NEUTRAL,OPENTO
 USERSELF-EXPRESSION
  • 12. #6ISHONEST 
 DOESN’TMAKEPROMISES THATCANNOTBEMET
  • 13. #7ISLONGLASTING 
 FASHIONABLEDESIGN
 DATESQUICKLY
  • 14. #8ISTHOROUGH 
 LEAVESNOTHINGTOCHANGE, DOWNTOTHELASTDETAIL
  • 15. #9 ISENVIRONMENTALLY-FRIENDLY USESONLYWHATISNEEDED
  • 16. #10 ISASLITTLEDESIGNASPOSSIBLE SIMPLEANDPURE
  • 17. AND NOW SOME BAD DESIGN...
  • 18. CONSISTENT
  • 19. PORSCHE911 50YEARS-7GENERATIONS
  • 20. howimportant isperception?
  • 21. trustuswithyour
 bankinglogins
  • 22. 60-80%markupon dirt,oil,wax,andfragrance
  • 23. sohowmuchis “design”worth?
  • 24. +100-350%
  • 25. +200-400%
  • 26. +100-500%
  • 27. +800-1000%
  • 28. +200-5600%
  • 29. “Designisnotjust whatitlookslike. Designishowitworks.” SteveJobs
  • 30. INTERFACE LOGIC 99%OFTHEWORLDDOESNOTUNDERSTAND THEMAGICOFPROGRAMMING YOURAPPLICATION DATA INTERFACE HOWUSERSSEEIT MAGIC
  • 31. “Asfarasthecustomeris concerned,theinterface istheproduct.” ! JefRaskin CreatorofAppleMacintosh
  • 32. designdisciplines
  • 33. GRAPHICDESIGN BRANDING ! ILLUSTRATION ! TYPOGRAPHY ! IMAGEMANIPULATION
  • 34. userexperience GRAPHICDESIGN ! PSYCHOLOGY
 KNOWLEDGEOFMEDIUM ! SENSEINTENT
  • 35. ui/visual SUBSETOFUX& GRAPHICDESIGN ! DESIGNPRINCIPALS FORGIVENOS ! SURFACEFUNCTIONALITY
  • 36. front-enddeveloper DESIGNEYE ! EXECUTEUX/UI ! BRIDGETOENGINEERING
  • 37. marketing COPYWRITING ! SALES ! VOICEOFTHECUSTOMER
  • 38. UI/VISUAL FRONT-ENDDEV.GRAPHICDESIGN USEREXPERIENCE MARKETING
  • 39. “Gooddesignisobvious. Greatdesignistransparent.” JoeSparano @joesparano
  • 40. user-centricdesign
  • 41. NOSUCCESSFULPRODUCTHAS EVERCOMEOUTOFAFOCUSGROUP
  • 42. "IfIhadaskedpeoplewhat theywanted,theywould havesaid‘fasterhorses’." HenryFord
  • 43. designsuccess formula...
  • 44. Vision + Feedbackfromcustomers/users + Culture(consistency&expectations) + Techniques JaredSpool @jmspool
  • 45. Unintentional
  • 46. Unintentional self genius activity- focused
  • 47. so what THE F*** is a startup?
  • 48. A STARTUP IS... an experiment in search of a business model- steve blank
  • 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. 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. “A STARTUP’s default state is #failure. as a founder, you have to work to unfail it.”- VITALY M. GOLOMB
  • 52. so what’s a goodstartup?
  • 53. solves a painful problem for a specific customer
  • 54. how can you be sure you’re solving a problem?
  • 55. stop coding ! get out of the building ! talk to your customers ! face your fears ! validate assumptions
  • 56. “as a startup ceo, i slept like a baby. i woke up every 2 hours and cried.” - ben horowitz
  • 57. find a problem you can’t live without solving
  • 58. don’t build technology looking for a problem to solve ! solve a painful problem
  • 59. how is it currently being solved?
  • 60. no competitors = no problem = no market
  • 61. choose a BIGproblem
  • 62. lifestyle businesses are those that don’t scale
  • 63. what do you mean scale?
  • 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. designdriven Development
  • 66. designgoesfirst
  • 67. PROBLEM DEFINITION WIREFRAMES +PROTOTYPES USER INTERFACE DESIGN ARCHITECTURE APPLICATION DEVELOPMENT FRONT-END DEVELOPMENT MARKETING CUSTOMER FEEDBACK RINSE&REPEAT
  • 68. “Designisintelligencemadevisible.” DonNewgren Artist
  • 69. definetheproblemandlet designersdotheirjobs
  • 70. workingwith designers
  • 71. whatdo designersneed?
  • 72. hint: it’snotmoremoney
  • 73. InterestingProblems
  • 74. CreativeEnvironment
  • 75. ASeatatTheTable
  • 76. howwouldyoulikeyourdesign? picktwo
  • 77. FAST CHEAP GREAT FREE UGLY,
 RUSHED,AND CARELESS NEVERONTIME DOESNOT
 EXIST YOUGET
 WHATYOU
 PAYFOR DOESNOT
 EXIST TRASH DOESNOT
 EXIST
  • 78. main ingredient: team
  • 79. BUSINESSwith domain expertise DESIGN ENGINEERING balanced startup team
  • 80. designiscore
  • 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. hiring is hard
  • 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. get to customers asap
  • 85. what is all this lean bullsh*t?
  • 86. lean = quick iterations
  • 87. more chances to solve the problem
  • 88. more chances to #unfail
  • 89. - mark zuckerberg
  • 90. want the slides? follow @vitalyg