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Design Essentials for Executives
“Behind The Magic”


                                       Tweeting our session?
                                Use the hashtag: #effectiveui




                         Anthony Franco: President, Founder
                         Michael Salamon: Lead Experience Architect
Why Care About Design
Imagine you are
  Dr. Min Kao
  CEO of Garmin
$97.99
What is Design?
obligatory Steve Jobs quote
“In most people’s vocabularies, design means veneer. It’s interior
decorating. It’s the fabric of the curtains and the sofa. But to me,
nothing could be further from the meaning of design. Design is the
fundamental soul of a man-made creation that ends up expressing
itself in successive outer layers of the product or service.”

Steve Jobs in an Interview with Fortune Magazine, 2000
Graphic   Interaction
    Design
Design
     Design
      Research
Graphic Design
Making intent visible and emotional.
“Effective use of the
Language of Form”
       Paul Rand
Dictionary:
Images from “Paul Rand Retrospective” by Imaginary Forces.
Text




Images from “Paul Rand Retrospective” by Imaginary Forces.
Images from “Paul Rand Retrospective” by Imaginary Forces.
Text




Images from “Paul Rand Retrospective” by Imaginary Forces.
Images from “Paul Rand Retrospective” by Imaginary Forces.
Images from “Paul Rand Retrospective” by Imaginary Forces.
Images from “Paul Rand Retrospective” by Imaginary Forces.
Images from “Paul Rand Retrospective” by Imaginary Forces.
Images from “Paul Rand Retrospective” by Imaginary Forces.
Images from “Paul Rand Retrospective” by Imaginary Forces.
Images from “Paul Rand Retrospective” by Imaginary Forces.
Images from “Paul Rand Retrospective” by Imaginary Forces.
Images from “Paul Rand Retrospective” by Imaginary Forces.
More than the
sum of its parts...
Interaction Design
Exposing intent through actions and feedback.
Interaction design is the art
 of making things intuitive
Don Norman’s Design Dictionary
Visibility
Affordances
Feedback
Mapping
Constraint
Consistency
Visibility
Affordance
Feedback
http://www.flickr.com/photos/meganbarton/3023756556/
Mapping
http://www.flickr.com/photos/docsearls/181012863/
Constraints
Consistency
Takeaways
Interactive elements should be visible, recognizable, reactive
(feedback), safe and consistent.
Design Research
Defining, validating and auditing an application’s intent.
Without design research,
customers will think your
     product sucks
But what about Steve?
Without design research,
customers will think your
     product sucks
Without customer empathy,
 customers will think your
      product sucks
Design research gives
 designers empathy
Pro-Tips
Extras for the Execs.
Never use
Comic Sans
Don’t Put Social Everywhere.
Don’t ask for Comps in your RFP.
Never use
Yellow on
  White
Don’t always copy Apple
AVOID USING ALL
   CAPS WITH
    SCRIPTS
Don’t put
 Drop Shadows
on EVERYTHING
Don’t Use Flames
Never let I.T. make design decisions
Don’t think re-skinning’s gonna help
Don’t say “Make it




Image from: http://stephanielittlejohns.files.wordpress.com/2011/03/pop.jpg
Don’t say “Make the logo bigger”
Don’t say “Make it Clean”
And above all else...
Never, ever quote




   Jakob Nielsen
But you don’t have to
                                         take our word for it.
Jakob Nielsen                                                     Indi Young
   Ten Usability Heuristics: http://www.useit.com/papers/         Mental Modeling
heuristic/heuristic_list.html                                     Re-imagining the Design of Everyday Things (SlideShare)
   Heuristic Evaluation: http://www.useit.com/papers/heuristic/
heuristic_evaluation.html                                         Stephen Few
                                                                  Information Dashboard Design - The Effective Visual
Bill Buxton                                                       Communication of Data
    Sketching User Experience Design
                                                                  Rudolf Arnheim:
Donald Norman                                                     To the Rescue of Art - Twenty-six Essays
The Design of Everyday Things
                                                                  Lindsay Moore and Austin Brown
William Lidwell, Kritina Holden, Jill Butler                      Human Centered Design and the Intersection of Physical and
Universal Principles of Design                                    Digital Worlds:
                                                                  http://www.slideshare.net/EveFife/humancentered-design-and-
Robin Williams                                                    the-intersection-of-the-physical-and-digital-worlds?
The Non-Designer’s Design Book                                    from=ss_embed

                                                                  Original Paul Rand video:
                                                                  http://imaginaryforces.com/featured/3/415
Thanks!
#effectiveui




               @anthonyfranco
               @michael_salamon
               @effectiveui       © EffectiveUI 2011

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