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Design for competitive advantage - by Andy Budd | UXRiga 2017

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In his UXRiga 2017 conference talk Andy Budd shared his experience what understanding, effort, and a commitment to change is required to bring design into organisation. He also explains the 4 orders of design.

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Design for competitive advantage - by Andy Budd | UXRiga 2017

  1. 1. DESIGNFOR COMPETITIVE ADVANTAGE @andybudd
  2. 2. Inthemajorityofearlyproducts UtilityTrumpsDesign
  3. 3. EarlyElectricHairdryer.
  4. 4. EarlyElectricCurlers.
  5. 5. EarlyDeviceforthe TreatmentofHysteria.
  6. 6. Intherushtomarket, alltheseproductscontained criticaldesignflaws.
  7. 7. TheDeathStarisa
 health&safetynightmare.
  8. 8. Therearealwaysearlyadopters.
  9. 9. Theywillfinditugly.
  10. 10. Theywillfinditconfusing.
  11. 11. TheywillfinditconfusingTheywillfinditdifficulttouse.
  12. 12. Withoutconsiderationoftheuser… Productsenduplookinglikethis.
  13. 13. Productsareoftenbuiltbysuperusers… Whostruggletodesignformassmarket.
  14. 14. Whenyourusersreallywantthis.
  15. 15. Earlystagestart-upsoftenlooktowardsdesign.
  16. 16. Peoplethinktheyarebuyingdesigners. Buttheyoftenendupwithstylists.
  17. 17. Incidentally… Doesanybodyknowwhothisis?
  18. 18. The Eiffel Tower Out of HAIR!!! WTF!
  19. 19. TheDribbblisation OfDesign
  20. 20. bythetimeyou’vereached Product-
 MarketFit. theholygrailof
  21. 21. You’vehittheend oftherunway. 
  22. 22. Orsomebodybeatyoutoit!
  23. 23. “ThetechnologyDeadpoolislittered withthegravesofstartupsthatfailedto reachProduct-Marketfitbymistakingit foranengineeringproblem.”
  24. 24. CrossingtheChasm Innovators Early
 adopters Early
 majority Late
 majority Laggards
  25. 25. Technologyisbecomingacommodity
  26. 26. Thereisnothingspecial aboutyourtechplatform thatcouldn’tbecopied inamatterofweeks.
  27. 27. FeatureParity Isjustaroundthecorner
  28. 28. BrandExperience UserExperience &
  29. 29. Gooddesignis… Difficulttoachieve &hardtoreplicate.
  30. 30. DNA Designisthe ofyourproduct
  31. 31. Theimportanceofstyleandaesthetics
  32. 32. Designdrivesdesire
  33. 33. FIRST ORDER DESIGN We call this
  34. 34. Aestheticsonlygosofar
  35. 35. SECOND ORDER DESIGN Is how the product feels
  36. 36. ThefeelingoftwistingtheNest
  37. 37. The“clunk”ofthemagsafeconnector
  38. 38. Thesoundofthecardoorclosing
  39. 39. UIAnimation
  40. 40. THIRD ORDER DESIGN focusses on interaction
  41. 41. Gooddesignisn’tjustwhatsomethinglookslike.
 It’showitbehaveswhenused.
  42. 42. Thistypeofdesignisfocussedonsolving interactionproblems
  43. 43. DEDUCTIVEABDUCTIVEINDUCTIVE BusinessDesignTech
  44. 44. Agooddesignersworkplace Shouldlooklikeacrimehashappened
  45. 45. FOURTH ORDER DESIGN focusses on systems thinking
  46. 46. Designthinking
  47. 47. Thankstopublicationslike HarvardBusinessReview Designhasbecomethe
 hotnewbusinesstrend
  48. 48. DESIGN THINKING is the combination of abductive reasoning, concept modelling, and the use of common design tools
 to solve intangible problems.
  49. 49. Manycompaniesclaimthey
 understand&valuedesign.
  50. 50. Youcan’tclaimtoGETdesign
 ifyouhaveonedesignerfor everytenortwentydevelopers.
  51. 51. Designerscan’tdesign inthisenvironment.
 Alltheycandois… FireFight.
  52. 52. Design becomesaccidental.
  53. 53. Highlyeffectivedesignteams
 haveonedesignerforevery 3-6developers.
  54. 54. TWOPIZZATEAM. Youneedatleastonedesigner
 (andpreferablymore)inyour
  55. 55. Productmarketfit
 isdeliveredbyyour DESIGNTEAM.
  56. 56. SOFTWAREIS EATING THE WORLDIF
  57. 57. DESIGNBusiness Opportunity=
  58. 58. MORE DESIGNFUL COMPANIES TIME FOR US ALL TO BECOME
  59. 59. Thanksforyourtime. @andybudd
  60. 60. Anyquestions? @andybudd

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