VITALYM.GOLOMB|@VITALYGKUALALUMPUR|MAR16TH,2014
DESIGNDRIVEN
DEVELOPMENT
“Artislikemasturbation.Itisselfishand
introvertedanddoneforyouandyoualone...
...Designislikesex.Thereissomeoneelse
involve...
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
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-e...
A STARTUP IS A COMPANY
THAT IS CONFUSED ABOUT:
!
1. WHAT ITS PRODUCT IS,
!
2. WHO ITS CUSTOMERS ARE,
!
3. HOW TO MAKE MONE...
“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...
designdriven
Development
designgoesfirst
PROBLEM
DEFINITION
WIREFRAMES
+PROTOTYPES
USER
INTERFACE
DESIGN
ARCHITECTURE
APPLICATION
DEVELOPMENT
FRONT-END
DEVELOPMENT...
“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
D...
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
!...
hiring is hard
" much money
" stability
" support structure
" a long-term plan
! stock
! flexibility
! chance to make
a difference
what y...
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
Design Driven Development (extended edition) - Kre8tif 2014 - Kuala Lumpur, Malaysia
Design Driven Development (extended edition) - Kre8tif 2014 - Kuala Lumpur, Malaysia
Design Driven Development (extended edition) - Kre8tif 2014 - Kuala Lumpur, Malaysia
Design Driven Development (extended edition) - Kre8tif 2014 - Kuala Lumpur, Malaysia
Design Driven Development (extended edition) - Kre8tif 2014 - Kuala Lumpur, Malaysia
Design Driven Development (extended edition) - Kre8tif 2014 - Kuala Lumpur, Malaysia
Design Driven Development (extended edition) - Kre8tif 2014 - Kuala Lumpur, Malaysia
Design Driven Development (extended edition) - Kre8tif 2014 - Kuala Lumpur, Malaysia
Design Driven Development (extended edition) - Kre8tif 2014 - Kuala Lumpur, Malaysia
Design Driven Development (extended edition) - Kre8tif 2014 - Kuala Lumpur, Malaysia
Design Driven Development (extended edition) - Kre8tif 2014 - Kuala Lumpur, Malaysia
Design Driven Development (extended edition) - Kre8tif 2014 - Kuala Lumpur, Malaysia
Design Driven Development (extended edition) - Kre8tif 2014 - Kuala Lumpur, Malaysia
Design Driven Development (extended edition) - Kre8tif 2014 - Kuala Lumpur, Malaysia
Design Driven Development (extended edition) - Kre8tif 2014 - Kuala Lumpur, Malaysia
Design Driven Development (extended edition) - Kre8tif 2014 - Kuala Lumpur, Malaysia
Design Driven Development (extended edition) - Kre8tif 2014 - Kuala Lumpur, Malaysia
Design Driven Development (extended edition) - Kre8tif 2014 - Kuala Lumpur, Malaysia
Design Driven Development (extended edition) - Kre8tif 2014 - Kuala Lumpur, Malaysia
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

  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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