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2010
2011
2012
2013
Principles of
Product Design
Be a Product
Designer.
Product
Design

Develop

Measure
Design

Develop

Measure
Get involved early.
No silos.
Not only are we easily able to work
across the product.
We have to.
It’s our job to think holistically.
Talked to every designer who had
touched that page.
If we hadn’t spoken to everyone...
If we stayed in our silo...
We would have assumed a lot.
We would have been wrong a lot.
We would have wasted a lot of time.
Share. Share. Share.
Just like we don’t want to silo projects.
We don’t want to silo our process.
Designers at Etsy work in many
different ways.
Whatever the process is
We want it to be transparent.
Celebrate failure.
Perfection is a pursuit.
Dan McKinley 
@mcfunley
Two Approaches
A

B
Design

Develop

Measure
Assumes we’re right.
We’re wrong. A lot.
?
Short. Iterative. Measurable.
Allows you to screw up.
Allows you to screw up.
Learn about your ideas
and make them better.
The Listing Page
Kim Bost
@kimbost
4-6 weeks.
The result?
Total disaster.
The secret:
We knew it would fail.
We planned for it to fail.
Short. Iterative. Measurable.
Accepting our designs are imperfect.
All principles are
subject to change.
Thanks :)

Cap Watkins, @cap

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Cap Watkins, Designing for Scale, WarmGun 2013