DESIGN DRIVEN
DEVELOPMENT

2013

VITALY M. GOLOMB | @VITALYG
“Art is like masturbation. It is selfish and
introverted and done for you and you alone...
...Design is like sex. There is...
RT
≠A
GN
SI
DE
INTE
RT

ARD
AW

SEP. 10-14TH, 2011

TECHNOLO
H™
GY
EC

FO

AWARD WINNER

2012

RI

NN

WINNER
LL
OVATI
VE EXCE

EN

CE

V...
VITALY M. GOLOMB | @VITALYG
DieterDESIGN GURU
Rams
INDUSTRIAL
Dieter Rams
TEN PRINCIPLES
OF GOOD DESIGN
#1
IS INNOVATIVE



TAKES ADVANTAGE OF

NEW TECHNOLOGY
#2
MAKES A PRODUCT
MORE USEFUL



USE DICTATES FORM
#3
IS AESTHETIC



ONLY WELL-EXECUTED
OBJECTS CAN BE BEAUTIFUL
#4

MAKES A PRODUCT
UNDERSTANDABLE
MAKES A PRODUCT TALK
#5
IS UNOBTRUSIVE



NEUTRAL, OPEN TO

USER SELF-EXPRESSION
#6
IS HONEST



DOESN’T MAKE PROMISES
THAT CANNOT BE MET
#7
IS LONG LASTING



FASHIONABLE DESIGN

DATES QUICKLY
#8
IS THOROUGH



LEAVES NOTHING TO CHANGE,
DOWN TO THE LAST DETAIL
#9

IS ENVIRONMENTALLY-FRIENDLY
USES ONLY WHAT IS NEEDED
#10

IS AS LITTLE DESIGN AS POSSIBLE
SIMPLE AND PURE
AND NOW SOME
BAD DESIGN...
CONSISTENT
PORSCHE 911

50 YEARS - 7 GENERATIONS
how important
is perception?
trust us with your

banking logins
60-80% markup on
dirt, oil, wax, and fragrance
so how much is
“design” worth?
+100-350%
+200-400%
+100-500%
+800-1000%
+200-5600%
“Design is not just
what it looks like.
Design is how it works.”

Steve Jobs
YOUR APPLICATION

HOW USERS SEE IT

INTERFACE
LOGIC
DATA

INTERFACE

MAGIC

99% OF THE WORLD DOES NOT UNDERSTAND
THE MAGIC...
“As far as the customer is
concerned, the interface
is the product.”
!

Jef Raskin
Creator of Apple Macintosh
design disciplines
BRANDING
!

ILLUSTRATION
!

GRAPHIC DESIGN

TYPOGRAPHY
!

IMAGE MANIPULATION
GRAPHIC DESIGN
!

PSYCHOLOGY

user experience

KNOWLEDGE OF MEDIUM
!

SENSE INTENT
SUBSET OF UX &
GRAPHIC DESIGN
!

ui/visual

DESIGN PRINCIPALS
FOR GIVEN OS
!

SURFACE FUNCTIONALITY
DESIGN EYE
!

EXECUTE UX/UI
front-end developer

!

BRIDGE TO ENGINEERING
COPY WRITING
!

SALES
marketing

!

VOICE OF THE CUSTOMER
GRAPHIC DESIGN

USER EXPERIENCE UI/VISUAL

FRONT-END DEV. MARKETING
“Good design is obvious.
Great design is transparent.”

Joe Sparano
@joesparano
user-centric design
NO SUCCESSFUL PRODUCT HAS
EVER COME OUT OF A FOCUS GROUP
"If I had asked people what
they wanted, they would
have said ‘faster horses’."

Henry Ford
design success
formula...
Vision
+
Feedback from customers/users
+
Culture (consistency & expectations)
+
Techniques
Jared Spool
@jmspool
Unintentional
Unintentional

self

genius

activityfocused
design driven
Development
design goes first
PROBLEM
DEFINITION

WIREFRAMES
+ PROTOTYPES

ARCHITECTURE

FRONT-END
DEVELOPMENT

CUSTOMER
FEEDBACK

USER
INTERFACE
DESIGN...
“Design is intelligence made visible.”
Don Newgren
Artist
define the problem and let
designers do their jobs
working with
designers
what do
designers need?
hint:
it’s not more money
Interesting Problems
Creative Environment
A Seat at The Table
how would you like your design?

pick two
UGLY,

RUSHED, AND
CARELESS

FAST

CHEAP

DOES NOT

EXIST

TRASH

FREE

DOES NOT

EXIST

YOU GET

WHAT YOU

PAY FOR

NEVER...
BUSINESS
YOUR
STARTUP
DESIGN

ENGINEERING
design is core
thanks for
your attention
want the slides?
follow @vitalyg
VITALY M. GOLOMB

ENTREPRENEUR, DESIGNER, SPEAKER
www.golomb.net | @vitalyg
Design Driven Development from How To Web 2013 in Romania
Design Driven Development from How To Web 2013 in Romania
Design Driven Development from How To Web 2013 in Romania
Design Driven Development from How To Web 2013 in Romania
Design Driven Development from How To Web 2013 in Romania
Design Driven Development from How To Web 2013 in Romania
Design Driven Development from How To Web 2013 in Romania
Design Driven Development from How To Web 2013 in Romania
Design Driven Development from How To Web 2013 in Romania
Design Driven Development from How To Web 2013 in Romania
Design Driven Development from How To Web 2013 in Romania
Design Driven Development from How To Web 2013 in Romania
Design Driven Development from How To Web 2013 in Romania
Design Driven Development from How To Web 2013 in Romania
Design Driven Development from How To Web 2013 in Romania
Design Driven Development from How To Web 2013 in Romania
Design Driven Development from How To Web 2013 in Romania
Design Driven Development from How To Web 2013 in Romania
Design Driven Development from How To Web 2013 in Romania
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Design Driven Development from How To Web 2013 in Romania

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Design Driven Development from How To Web 2013 in Romania

  1. 1. DESIGN DRIVEN DEVELOPMENT 2013 VITALY M. GOLOMB | @VITALYG
  2. 2. “Art is like masturbation. It is selfish and introverted and done for you and you alone... ...Design is like sex. There is someone else involved, their needs are just as important as your own, and if everything goes right, both parties are happy in the end.” Colin Wright @colinismyname
  3. 3. RT ≠A GN SI DE
  4. 4. INTE RT ARD AW SEP. 10-14TH, 2011 TECHNOLO H™ GY EC FO AWARD WINNER 2012 RI NN WINNER LL OVATI VE EXCE EN CE VITALY M. GOLOMB | @VITALYG
  5. 5. VITALY M. GOLOMB | @VITALYG
  6. 6. DieterDESIGN GURU Rams INDUSTRIAL
  7. 7. Dieter Rams TEN PRINCIPLES OF GOOD DESIGN
  8. 8. #1 IS INNOVATIVE 
 TAKES ADVANTAGE OF
 NEW TECHNOLOGY
  9. 9. #2 MAKES A PRODUCT MORE USEFUL 
 USE DICTATES FORM
  10. 10. #3 IS AESTHETIC 
 ONLY WELL-EXECUTED OBJECTS CAN BE BEAUTIFUL
  11. 11. #4 MAKES A PRODUCT UNDERSTANDABLE MAKES A PRODUCT TALK
  12. 12. #5 IS UNOBTRUSIVE 
 NEUTRAL, OPEN TO
 USER SELF-EXPRESSION
  13. 13. #6 IS HONEST 
 DOESN’T MAKE PROMISES THAT CANNOT BE MET
  14. 14. #7 IS LONG LASTING 
 FASHIONABLE DESIGN
 DATES QUICKLY
  15. 15. #8 IS THOROUGH 
 LEAVES NOTHING TO CHANGE, DOWN TO THE LAST DETAIL
  16. 16. #9 IS ENVIRONMENTALLY-FRIENDLY USES ONLY WHAT IS NEEDED
  17. 17. #10 IS AS LITTLE DESIGN AS POSSIBLE SIMPLE AND PURE
  18. 18. AND NOW SOME BAD DESIGN...
  19. 19. CONSISTENT
  20. 20. PORSCHE 911 50 YEARS - 7 GENERATIONS
  21. 21. how important is perception?
  22. 22. trust us with your
 banking logins
  23. 23. 60-80% markup on dirt, oil, wax, and fragrance
  24. 24. so how much is “design” worth?
  25. 25. +100-350%
  26. 26. +200-400%
  27. 27. +100-500%
  28. 28. +800-1000%
  29. 29. +200-5600%
  30. 30. “Design is not just what it looks like. Design is how it works.” Steve Jobs
  31. 31. YOUR APPLICATION HOW USERS SEE IT INTERFACE LOGIC DATA INTERFACE MAGIC 99% OF THE WORLD DOES NOT UNDERSTAND THE MAGIC OF PROGRAMMING
  32. 32. “As far as the customer is concerned, the interface is the product.” ! Jef Raskin Creator of Apple Macintosh
  33. 33. design disciplines
  34. 34. BRANDING ! ILLUSTRATION ! GRAPHIC DESIGN TYPOGRAPHY ! IMAGE MANIPULATION
  35. 35. GRAPHIC DESIGN ! PSYCHOLOGY
 user experience KNOWLEDGE OF MEDIUM ! SENSE INTENT
  36. 36. SUBSET OF UX & GRAPHIC DESIGN ! ui/visual DESIGN PRINCIPALS FOR GIVEN OS ! SURFACE FUNCTIONALITY
  37. 37. DESIGN EYE ! EXECUTE UX/UI front-end developer ! BRIDGE TO ENGINEERING
  38. 38. COPY WRITING ! SALES marketing ! VOICE OF THE CUSTOMER
  39. 39. GRAPHIC DESIGN USER EXPERIENCE UI/VISUAL FRONT-END DEV. MARKETING
  40. 40. “Good design is obvious. Great design is transparent.” Joe Sparano @joesparano
  41. 41. user-centric design
  42. 42. NO SUCCESSFUL PRODUCT HAS EVER COME OUT OF A FOCUS GROUP
  43. 43. "If I had asked people what they wanted, they would have said ‘faster horses’." Henry Ford
  44. 44. design success formula...
  45. 45. Vision + Feedback from customers/users + Culture (consistency & expectations) + Techniques Jared Spool @jmspool
  46. 46. Unintentional
  47. 47. Unintentional self genius activityfocused
  48. 48. design driven Development
  49. 49. design goes first
  50. 50. PROBLEM DEFINITION WIREFRAMES + PROTOTYPES ARCHITECTURE FRONT-END DEVELOPMENT CUSTOMER FEEDBACK USER INTERFACE DESIGN APPLICATION DEVELOPMENT MARKETING RINSE & REPEAT
  51. 51. “Design is intelligence made visible.” Don Newgren Artist
  52. 52. define the problem and let designers do their jobs
  53. 53. working with designers
  54. 54. what do designers need?
  55. 55. hint: it’s not more money
  56. 56. Interesting Problems
  57. 57. Creative Environment
  58. 58. A Seat at The Table
  59. 59. how would you like your design? pick two
  60. 60. UGLY,
 RUSHED, AND CARELESS FAST CHEAP DOES NOT
 EXIST TRASH FREE DOES NOT
 EXIST YOU GET
 WHAT YOU
 PAY FOR NEVER ON TIME DOES NOT
 EXIST GREAT
  61. 61. BUSINESS YOUR STARTUP DESIGN ENGINEERING
  62. 62. design is core
  63. 63. thanks for your attention
  64. 64. want the slides? follow @vitalyg VITALY M. GOLOMB ENTREPRENEUR, DESIGNER, SPEAKER www.golomb.net | @vitalyg

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