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What About Design?Karri Ojanen@karrioSlush, 11/22/2012, Helsinki                              CONCEPTOLOGY
Everyone has an opinion on design.                                     Photo: John Levett                                 ...
Designer-co-founded startups such as Path,Kickstarter and Airbnb are taking center stage.                                 ...
“Startup leaders don’t really know what designmeans or how to effectively incorporate design intotheir MVP / Lean Startup ...
About Me           •  User experience              designer, interaction              design director           •  Worked ...
What is design?                  Photo: Jesse f/2.8                  CONCEPTOLOGY
Design is not pretty pictures                                CONCEPTOLOGY
Design is a method of problem solving                                  CONCEPTOLOGY
CONCEPTOLOGY
Good design is…•  Innovative                                •  Honest•  Makes a product                           •  Long-...
Photo: cityNnatureCONCEPTOLOGY
User Experience                   Meaningful                   Has personal                   significance                ...
Usable              +            Useful              +         DesirableSeen as a luxury. It’s critical.                  ...
So what do you do?                     Photo: Philippe Lewicki (plewicki)                                    CONCEPTOLOGY
1. Aesthetics                Photo: Yutaka Tsukano   Photo: Nokia RSA                                             CONCEPTO...
2. Personality                 CONCEPTOLOGY
CONCEPTOLOGY
CONCEPTOLOGY
CONCEPTOLOGY
CONCEPTOLOGY
Why Care About Personality?People identify with (or avoid) certain personalities.Trust is related to personality.Perceptio...
Is it worth the investment?                              CONCEPTOLOGY
It’s not an option.“When technology delivers basic needs, user experience dominates.”- Don Norman                         ...
Thank you.Twitter: @karrioBlog: conceptology.orgHome: finnformation.net                          CONCEPTOLOGY
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Slush 2012: Design for Startups

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Presentation on design and its value for startups at Slush conference in Helsinki, Finland in November 2012.

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Slush 2012: Design for Startups

  1. 1. What About Design?Karri Ojanen@karrioSlush, 11/22/2012, Helsinki CONCEPTOLOGY
  2. 2. Everyone has an opinion on design. Photo: John Levett CONCEPTOLOGY
  3. 3. Designer-co-founded startups such as Path,Kickstarter and Airbnb are taking center stage. CONCEPTOLOGY
  4. 4. “Startup leaders don’t really know what designmeans or how to effectively incorporate design intotheir MVP / Lean Startup culture.”- Cameron Koczon, A List Apart Photo: Mazzarello Media & Arts CONCEPTOLOGY
  5. 5. About Me •  User experience designer, interaction design director •  Worked in Canada, USA, UAE, and Finland •  Worked for major brands, big corporations, startups and NGOs CONCEPTOLOGY
  6. 6. What is design? Photo: Jesse f/2.8 CONCEPTOLOGY
  7. 7. Design is not pretty pictures CONCEPTOLOGY
  8. 8. Design is a method of problem solving CONCEPTOLOGY
  9. 9. CONCEPTOLOGY
  10. 10. Good design is…•  Innovative •  Honest•  Makes a product •  Long-lasting useful •  Thorough•  Aesthetic •  Environmentally•  Makes a product friendly understandable •  As little design as•  Unobtrusive possibleDieter Rams: Ten Principles of Good Design CONCEPTOLOGY
  11. 11. Photo: cityNnatureCONCEPTOLOGY
  12. 12. User Experience Meaningful Has personal significance Pleasurable Memorable experience worth sharing Convenient Companies struggle to get above this line   Super easy to use, works like I think Usable Can be used without difficulty Reliable Is available and accurate Functional (Useful) Works as programmedStephen P. Anderson: UX Hierarchy of Needs   CONCEPTOLOGY
  13. 13. Usable + Useful + DesirableSeen as a luxury. It’s critical. CONCEPTOLOGY
  14. 14. So what do you do? Photo: Philippe Lewicki (plewicki) CONCEPTOLOGY
  15. 15. 1. Aesthetics Photo: Yutaka Tsukano Photo: Nokia RSA CONCEPTOLOGY
  16. 16. 2. Personality CONCEPTOLOGY
  17. 17. CONCEPTOLOGY
  18. 18. CONCEPTOLOGY
  19. 19. CONCEPTOLOGY
  20. 20. CONCEPTOLOGY
  21. 21. Why Care About Personality?People identify with (or avoid) certain personalities.Trust is related to personality.Perception and expectations are linked withpersonality.People choose products that are an extension ofthemselves.We treat sufficiently advanced technology aspeople.Stephen P. Anderson: Eye Candy is a Critical Business Requirement   CONCEPTOLOGY
  22. 22. Is it worth the investment? CONCEPTOLOGY
  23. 23. It’s not an option.“When technology delivers basic needs, user experience dominates.”- Don Norman CONCEPTOLOGY
  24. 24. Thank you.Twitter: @karrioBlog: conceptology.orgHome: finnformation.net CONCEPTOLOGY

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