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

12. DieterRams
TENPRINCIPLES
OFGOODDESIGN

13. #1ISINNOVATIVE
TAKESADVANTAGEOF
NEWTECHNOLOGY

14. #2MAKESAPRODUCT
MOREUSEFUL
USEDICTATESFORM

15. #3ISAESTHETIC
ONLYWELL-EXECUTED
OBJECTSCANBEBEAUTIFUL

16. #4
MAKESAPRODUCT
UNDERSTANDABLE
MAKESAPRODUCTTALK

17. #5ISUNOBTRUSIVE
NEUTRAL,OPENTO
USERSELF-EXPRESSION

18. #6ISHONEST
DOESN’TMAKEPROMISES
THATCANNOTBEMET

19. #7ISLONGLASTING
FASHIONABLEDESIGN
DATESQUICKLY

20. #8ISTHOROUGH
LEAVESNOTHINGTOCHANGE,
DOWNTOTHELASTDETAIL

21. #9
ISENVIRONMENTALLY-FRIENDLY
USESONLYWHATISNEEDED

22. #10
ISASLITTLEDESIGNASPOSSIBLE
SIMPLEANDPURE

23. AND NOW SOME
BAD DESIGN...

33. CONSISTENT

34. PORSCHE911
50YEARS-7GENERATIONS

35. howimportant
isperception?

36. trustuswithyour
bankinglogins

37. 60-80%markupon
dirt,oil,wax,andfragrance

38. sohowmuchis
“design”worth?

39. +100-350%

40. +200-400%

41. +100-500%

42. +800-1000%

43. +200-5600%

44. “Designisnotjust
whatitlookslike.
Designishowitworks.”
SteveJobs

46. INTERFACE
LOGIC
99%OFTHEWORLDDOESNOTUNDERSTAND
THEMAGICOFPROGRAMMING
YOURAPPLICATION
DATA
INTERFACE
HOWUSERSSEEIT
MAGIC

47. “Asfarasthecustomeris
concerned,theinterface
istheproduct.”
!
JefRaskin
CreatorofAppleMacintosh

48. designdisciplines

49. GRAPHICDESIGN
BRANDING
!
ILLUSTRATION
!
TYPOGRAPHY
!
IMAGEMANIPULATION

50. userexperience
GRAPHICDESIGN
!
PSYCHOLOGY
KNOWLEDGEOFMEDIUM
!
SENSEINTENT

51. ui/visual
SUBSETOFUX&
GRAPHICDESIGN
!
DESIGNPRINCIPALS
FORGIVENOS
!
SURFACEFUNCTIONALITY

52. front-enddeveloper
DESIGNEYE
!
EXECUTEUX/UI
!
BRIDGETOENGINEERING

53. marketing
COPYWRITING
!
SALES
!
VOICEOFTHECUSTOMER

54. UI/VISUAL FRONT-ENDDEV.GRAPHICDESIGN USEREXPERIENCE MARKETING

55. “Gooddesignisobvious.
Greatdesignistransparent.”
JoeSparano
@joesparano

56. user-centricdesign

59. NOSUCCESSFULPRODUCTHAS
EVERCOMEOUTOFAFOCUSGROUP

60. "IfIhadaskedpeoplewhat
theywanted,theywould
havesaid‘fasterhorses’."
HenryFord

61. designsuccess
formula...

62. Vision
+
Feedbackfromcustomers/users
+
Culture(consistency&expectations)
+
Techniques
JaredSpool
@jmspool

63. Unintentional

65. Unintentional self genius
activity-
focused

66. so what THE F***
is a startup?

67. A STARTUP IS...
an experiment in search
of a business model- steve blank

68. 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

69. 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

70. “A STARTUP’s default
state is #failure. as a
founder, you have to
work to unfail it.”- VITALY M. GOLOMB

71. so what’s a goodstartup?

72. solves a painful problem
for a specific customer

73. how can you be sure you’re
solving a problem?

74. stop coding
!
get out of the building
!
talk to your customers
!
face your fears
!
validate assumptions

75. “as a startup ceo, i slept
like a baby. i woke up
every 2 hours and cried.”
- ben horowitz

76. find a problem
you can’t live
without
solving

77. don’t build technology looking
for a problem to solve
!
solve a painful problem

78. how is it currently
being solved?

79. no competitors
=
no problem
=
no market

80. choose a
BIGproblem

81. lifestyle businesses
are those that don’t scale

82. what do you mean scale?

83. $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

84. designdriven
Development

85. designgoesfirst

86. PROBLEM
DEFINITION
WIREFRAMES
+PROTOTYPES
USER
INTERFACE
DESIGN
ARCHITECTURE
APPLICATION
DEVELOPMENT
FRONT-END
DEVELOPMENT
MARKETING
CUSTOMER
FEEDBACK
RINSE&REPEAT

87. “Designisintelligencemadevisible.”
DonNewgren
Artist

88. definetheproblemandlet
designersdotheirjobs

89. workingwith
designers

90. whatdo
designersneed?

91. hint:
it’snotmoremoney

92. InterestingProblems

93. CreativeEnvironment

94. ASeatatTheTable

95. howwouldyoulikeyourdesign?
picktwo

96. FAST CHEAP
GREAT
FREE
UGLY,
RUSHED,AND
CARELESS
NEVERONTIME
DOESNOT
EXIST
YOUGET
WHATYOU
PAYFOR
DOESNOT
EXIST
TRASH
DOESNOT
EXIST

97. main ingredient: team

98. BUSINESSwith domain expertise
DESIGN ENGINEERING
balanced startup team

99. designiscore

100. 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

101. hiring is hard

102. " 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

103. get to customers asap

104. what is all this lean bullsh*t?

105. lean = quick iterations

106. more chances to
solve the problem

107. more chances to #unfail

108. - mark zuckerberg

109. want the slides?
follow @vitalyg