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

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

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