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Design is the Business

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Talk covering at a high level, why design matters, where to focus your design efforts, and what makes a great design process.

Published in: Design

Design is the Business

  1. 1. Why good design matters tweet me questions @putorti Where to focus What makes a great process
  2. 2. Why good design matters III
  3. 3. “Design is the rendering of intent.” http://www.uie.com/articles/design_rendering_intent/
  4. 4. User Research Market Opportunity Vision http://www.uie.com/articles/design_rendering_intent/ FINDING INTENT Wireframes Prototypes Process RENDERING INTENT
  5. 5. user needs business goals
  6. 6. Where to focus III
  7. 7. Technology Features Experience Integration https://www.uie.com/brainsparks/2007/07/17/the-market-maturity-framework-is-still-important/ Depends on your market / competition
  8. 8. https://www.uie.com/brainsparks/2007/07/17/the-market-maturity-framework-is-still-important/ Where is your market? Technology Features Experience Integration
  9. 9. Technology Features Experience Integration https://www.uie.com/brainsparks/2007/07/17/the-market-maturity-framework-is-still-important/ Where is your market?
  10. 10. Product Design: Create a product that solves a problem or satisfies a desire. http://www.wired.com/2015/05/google-ventures-not-every-product-needs-beautiful/ TECHNOLOGY FEATURES Interaction Design: Make it easy to understand and use. Visual Design: Beautiful product and brand. EXPERIENCE
  11. 11. Product only 1995: Technology Market
  12. 12. http://thegongshow.tumblr.com/image/345941486 2015: Experience Market
  13. 13. http://thegongshow.tumblr.com/image/345941486
  14. 14. Product first, Interaction and Visual later Product first 2010: Technology market
  15. 15. Product, Interaction and Visual 2015: Experience market, more competition
  16. 16. Product, Interaction and Visual Experience market, heavy competition
  17. 17. What makes a great process III
  18. 18. 1. Have a great story
  19. 19. Who is your customer? • Have open-ended conversations to develop empathy • Find needs, pain & behaviors • What will help you make a design decision? • Test hypotheses
  20. 20. What is her problem?
  21. 21. Why you vs. a competitor?
  22. 22. When will you launch?
  23. 23. How will you solve the problem?
  24. 24. “For target customers who have a problem, our product is a new category that provides solution to that problem. Unlike the alternatives, we have a key differentiator.” Positioning: The Battle for your Mind by Al Ries and Jack Trout
  25. 25. 2. Know the entire journey, but choose where to focus
  26. 26. DISCOVERY COMPOSE & SHARE NOTIFICATIONS ANSWERS, INSIGHTS ACTION DISCUSSIONS, DECISIONS, PROPOSALS Blake just posted a video in your Super Awesome group Mike, Jason, and John haven’t voted yet. Blake sees something he really wants his friends’ opinions on. He hits share, pulls up the iOS share sheet, and taps on the brigade icon to share that content to a specific group He shares it to the Super awesome group, where his friends are. Rich embed has everything his friends needs to fully understand the content, and have an opinion. Push, icon badge, in app notifications make sure his friends see that he posted something. Immediately. His friends see it, a heated discussion builds... Surprised with the amount of passion on this topic coming from both sides, Blake (or anyone) decided to do a vote internally for the group. Blake proposes it to the group, letting the group decide whether they would like to commit to taking action. Seeing that most people agreed that tech shuttles are bad, Blake did a quick search on Brigade and found an appropriate campaign and action. Finally people’s votes are all calculated and people in the group are now able to see how they compared to their peers. People begin to discover that not everyone voted the same, they were curious about each other’s reasoning, and began to post more and shared more content into the group. Each trying to convert the other side. Everyone commits and signs the petition. People saw who voted, who didn’t vote, and because people cared so much about the topic, they reminded each other to vote so they could see where everyone stands on the issue. While chatting in the super awesome group, Blake remembers there’s this one video he really wants to share with his friends and seearches for it. The discussion is heated, they decided to find someone with more knowledge to this. So they went and invited a person to the group that was suggested by Brigade because of her knowl- edge on the subject. Joan gets a request to join the group chat Joan leaves her 2 cents, suggests a campaign and action for the group, and leaves. Jason just took an action on stopping housing speculation. Without prompting, a member just happened to be taking actions, and the rest of the group was notified. The group now is able to click thru and find out what Jason did credit @shaykevin
  27. 27. Mental Models by Indi Young Behaviors, Philosophies, Feelings Ways to Support “Towers” / Business Opportunity
  28. 28. What’s the context? • Understand when your product is not being used • What happens in the gaps? What changes? • Mobile vs. desktop • How are you handling interruptions?
  29. 29. 3. Validate assumptions, learn cheaply, lower your risk
  30. 30. [The design process] is about designing and prototyping and making. When you separate those, I think the final result suffers. JONY IVE “
  31. 31. credit @shaykevin
  32. 32. http://davewrightjr.com/work-npr-planet-money.html
  33. 33. http://www.galynbunnell.com/humm/
  34. 34. https://marvelapp.com/explore/331930/mondo-conversation/
  35. 35. https://marvelapp.com/explore/331930/mondo-conversation/
  36. 36. intuitive if user pauses, but can answer when you ask “what do you think it does?” obvious when a user is comfortable, moves through, meets expectations poor if none of above or desirable by the user; consider onboarding, or scrapping Interactions are: try existing patterns first, innovate where necessary
  37. 37. 4. Use visual to affect brand, build trust, connect emotionally
  38. 38. The thing that people don’t understand is that the only way you can be successful with your branding is if you have a great product to sell. If people go home and aren’t happy, that won’t work. Your product has to stand up for itself. P. DIDDY “
  39. 39. 5. refine(refine(product));
  40. 40. Have a feedback mechanism: App Reviews, NPS, Intercom, Social
  41. 41. Listen to customers, but don’t always take literally. Silent majority. Validate hypotheses. Remember your vision
  42. 42. Learn to love failure; make frequent, small improvements. Kill a feature, see if anyone cares.
  43. 43. Why good design matters tweet me questions @putorti Where to focus What makes a great process

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