VITALYM.GOLOMB|@VITALYG
DESIGNFORSTARTUPERS
JULY11TH,2014
+Investor
C E E D . V C
K E E N P R I N T. C O M
“Artislikemasturbation.Itisselfishand
introvertedanddoneforyouandyoualone...
...Designislikesex.Thereissomeoneelse
involve...
DESIGN ≠ ART
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
VISUALBY:ENVISPRECISELY
BASEDON:THEDISCIPLINESOFUSEREXPERIENCEBYDANSAFFER
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
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
main ingredient: team
BUSINESSwith domain expertise
DESIGN ENGINEERING
balanced startup team
designiscore
DESIGN//BUILD//FUND
www.startupaddventure.co
@EUVenturesummit
want the slides?
follow @vitalyg
Design for Startupers  #TechPeaks
Design for Startupers  #TechPeaks
Design for Startupers  #TechPeaks
Design for Startupers  #TechPeaks
Design for Startupers  #TechPeaks
Design for Startupers  #TechPeaks
Design for Startupers  #TechPeaks
Design for Startupers  #TechPeaks
Design for Startupers  #TechPeaks
Design for Startupers  #TechPeaks
Design for Startupers  #TechPeaks
Design for Startupers  #TechPeaks
Design for Startupers  #TechPeaks
Design for Startupers  #TechPeaks
Design for Startupers  #TechPeaks
Design for Startupers  #TechPeaks
Design for Startupers  #TechPeaks
Design for Startupers  #TechPeaks
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Design for Startupers #TechPeaks

  1. 1. VITALYM.GOLOMB|@VITALYG DESIGNFORSTARTUPERS JULY11TH,2014
  2. 2. +Investor C E E D . V C K E E N P R I N T. C O M
  3. 3. “Artislikemasturbation.Itisselfishand introvertedanddoneforyouandyoualone... ...Designislikesex.Thereissomeoneelse involved,theirneedsarejustasimportant asyourown,andifeverythinggoesright, bothpartiesarehappyintheend.” ColinWright @colinismyname
  4. 4. DESIGN ≠ ART
  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. VISUALBY:ENVISPRECISELY BASEDON:THEDISCIPLINESOFUSEREXPERIENCEBYDANSAFFER
  36. 36. ui/visual SUBSETOFUX& GRAPHICDESIGN DESIGNPRINCIPALS FORGIVENOS SURFACEFUNCTIONALITY
  37. 37. front-enddeveloper DESIGNEYE EXECUTEUX/UI BRIDGETOENGINEERING
  38. 38. marketing COPYWRITING SALES VOICEOFTHECUSTOMER
  39. 39. UI/VISUAL FRONT-ENDDEV.GRAPHICDESIGN USEREXPERIENCE MARKETING
  40. 40. “Gooddesignisobvious. Greatdesignistransparent.” JoeSparano @joesparano
  41. 41. user-centricdesign
  42. 42. NOSUCCESSFULPRODUCTHAS EVERCOMEOUTOFAFOCUSGROUP
  43. 43. "IfIhadaskedpeoplewhat theywanted,theywould havesaid‘fasterhorses’." HenryFord
  44. 44. designsuccess formula...
  45. 45. Vision + Feedbackfromcustomers/users + Culture(consistency&expectations) + Techniques JaredSpool @jmspool
  46. 46. Unintentional
  47. 47. Unintentional self genius activity- focused
  48. 48. designdriven Development
  49. 49. designgoesfirst
  50. 50. PROBLEM DEFINITION WIREFRAMES +PROTOTYPES USER INTERFACE DESIGN ARCHITECTURE APPLICATION DEVELOPMENT FRONT-END DEVELOPMENT MARKETING CUSTOMER FEEDBACK RINSE&REPEAT
  51. 51. “Designisintelligencemadevisible.” DonNewgren Artist
  52. 52. definetheproblemandlet designersdotheirjobs
  53. 53. workingwith designers
  54. 54. whatdo designersneed?
  55. 55. hint: it’snotmoremoney
  56. 56. InterestingProblems
  57. 57. CreativeEnvironment
  58. 58. ASeatatTheTable
  59. 59. main ingredient: team
  60. 60. BUSINESSwith domain expertise DESIGN ENGINEERING balanced startup team
  61. 61. designiscore
  62. 62. DESIGN//BUILD//FUND www.startupaddventure.co @EUVenturesummit
  63. 63. want the slides? follow @vitalyg

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