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A crash course on DESIGN
for DEVELOPERS
1.  Why learn design
2.  User-centered design
3.  Visual design
4.  Recap
Outline
1.  Why learn design
2.  User-centered design
3.  Visual design
4.  Recap
Outline
What is ?
Not this
Nor this
Nope
This is Google
The Iceberg Secret
Design is the product
“[Design is] not just
what it looks like and
feels like. Design is how
it works.” – Steve Jobs
I’m
Yevgeniy
Brikman
ybrikman.com
I’m NOT
a designer
But I use
design all
the time
And so 
do you
Résumé design
Homepage design
Interior design
System design
Slide deck design
This talk teaches you basic
design tools
Think of it as a designer’s
“Hello, World”
It’s based
on my book,
Hello,
Startup
hello-startup.net
And my
work at
Atomic 
Squirrel
atomic-squirrel.net
1.  Why learn design
2.  User-centered design
3.  Visual design
4.  Recap
Outline
Design is about helping
people achieve their goals
1.  Personas
2.  Simplicity
3.  Emotional design
4.  Usability testing
User-centered design tools
1.  Personas
2.  Simplicity
3.  Emotional design
4.  Usability testing
User-centered design tools
Never design
for the 
average person
The average
person
doesn’t exist
“The average person
has one testicle and
one fallopian tube.” 
– Bo Burnham
Instead, define personas
Name, age, bio, work, skills, goals
Design for 1-3 primary personas
1.  Personas
2.  Simplicity
3.  Emotional design
4.  Usability testing
User-centered design tools
Physical
products:
physical
limits
Software
products: 
mental
limits
“Perfection is
attained not when
there is nothing more
to add, but when
there is nothing more
to remove.” 
– Antoine de 
Saint Exupéry
1.  Personas
2.  Simplicity
3.  Emotional design
4.  Usability testing
User-centered design tools
People interact with a computer as
they would with another person
Every piece of software makes you
feel something
Design your product to be
a good human being
Be considerate and
responsive
Be forgiving
Be funny
Be yourself
“Your product has a
voice–and it's talking
to your customers 24
hours a day.” –
37Signals
1.  Personas
2.  Simplicity
3.  Emotional design
4.  Usability testing
User-centered design tools
Record real users trying to
use your product
Repeat monthly
Usability testing tools
http://www.hello-startup.net/resources/design/
1.  Why learn design
2.  User-centered design
3.  Visual design
4.  Recap
Outline
We’ll improve the visual design
of two examples:
Résumé
Website
1.  Design reuse
2.  Layout
3.  Typography
4.  Contrast
Visual design tools
1.  Design reuse
2.  Layout
3.  Typography
4.  Contrast
Visual design tools
“Good artists copy;
great artists steal.” 
– Steve Jobs
Website, mobile, & email templates
http://www.hello-startup.net/resources/design/
Wireframing & mockup tools
http://www.hello-startup.net/resources/design/
Stock photography, clip art, icons
http://www.hello-startup.net/resources/images-photos-graphics/
1.  Design reuse
2.  Layout
3.  Typography
4.  Contrast
Visual design tools
Position elements to
communicate information
Proximity: related items
should be closer together
Unrelated items should be
further apart
Improving the proximity in the résumé
Alignment: position items
along common lines
Improving the alignment in the résumé
Your mind inserts a line
Website alignment. Where is the line?
“Nothing should be
placed on the page
arbitrarily. Every element
should have some visual
connection with another
element on the page.” –
Robin Williams
1.  Design reuse
2.  Layout
3.  Typography
4.  Contrast
Visual design tools
Measure: the length of a
line of text
Too much measure
Too little measure
Correct measure
Recommendation: 
45-90 characters per line
Leading: the vertical space
between lines of text
Too little leading
Too much leading
Correct leading
Recommendation:
120-145% of font size
Typeface: the design of the
letters
Sans serif
Helvetica Neue, Arial, Eurostile, Avenir

Serif
Times New Roman, Baskerville, Didot, Courier
Decorative

Papyrus, STENCIL, Desdemona, Rosewood
Recommendation: avoid
system typefaces
Free & paid typefaces
http://www.hello-startup.net/resources/design/
Font: typeface + style
Regular, 48
Condensed Bold, 48

ITALIC, 12, CAPS
T h i n , 4 8 , 1 0 p t s p a c i n g 
Same typeface, different styling
Recommendation: every
font serves one purpose
Improving the fonts in the resume
Recommendation: leave
the font pairing to the pros
Font pairing
http://www.hello-startup.net/resources/design/
1.  Design reuse
2.  Layout
3.  Typography
4.  Contrast
Visual design tools
Use contrast to make
something stand out
Using contrast to make the title stand out
Use contrast to create a
Call to Action (CTA)
The CTA is not very noticeable here
Make it stand out with more contrast
Use colors to increase
contrast even more
Tip #1: do everything in
black & white first.
Then add color deliberately
Website in black & white
Website with color
Tip #2: use palettes from
professionals
Color palettes
http://www.hello-startup.net/resources/design/
1.  Why learn design
2.  User-centered design
3.  Visual design
4.  Recap
Outline
User-centered design
Personas
Simplicity
Design your software to be
a good human being
Usability testing
Visual design
Original résumé design
Layout
Typography
Contrast
Original website design
Layout
Typography
Contrast
Design reuse
For more
info, see
Hello,
Startup
hello-startup.net
Need help
or advice?
Atomic 
Squirrel
atomic-squirrel.net
Questions?
Pencils: Elle
Google Data Center: Google
Iceberg: Wallpapers Project
Iceberg Secret: Joel Spolsky
Steve Jobs: Albert Watson
Modern interior: Plage Vinilos y Adhesivos
Blueprint: Will Scullin
Road: Joshua Tree National Park
Man at a lake: Joshua Earle
Alan Cooper: Wikipedia
Pinocchio: Wikipedia
Amazon Camera: Jeffrey Paul
User icon: Andreas Bjurenborg
Bo Burnham: Jennifer Elias


Persona: Xtensio
Ambient light sensor: Christian Ziberg
Antoine de Saint Exupéry: Modernista 
Louis CK: Little Big Details
Swiss Army Knife: Jonas Bergsten
Giant Knife: Wegner
Product Comic: Erik Burke
Speed limit: Chad Elliott
Mobile phone user: Alejandro Escamilla
Typography: Jeremy Keith
Ruler: Scott Akerman
Letter A: pannan
Building: Ernest Duffoo
Color pencils: Capture Queen


Photo credits

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