10 things you need
to know about design
         Jason Putorti
     Designer in Residence

       Follow me @novaurora
Who am I?
What is   1   Design can change businesses
design?
          2   Design is more than pretty pictures
  Great   3   Talks b...
1
    What is design?


Design can change
   businesses.
I need your bank passwords.
         Trust me.
P O W E R E D b y S E R V I C E™
I’m on twitter.
You should follow me
   on twitter here.
+173% increase
   in clicks
2
     What is design?



Design is more than
   pretty pictures
Design thinking
The essential ability to combine empathy,
creativity and rationality to meet user
needs and drive business...
User experience
How your product works in the real
world, or how a person feels about using
your product.
‣ Going through the sign up flow

‣ Completing a task in the product

‣ Error message in the product
Customer experience
The sum of all interactions a customer has with
your company, positive, or negative.
‣ Going through the sign up flow

‣ Completing a task in the product

‣ Error message in the product

‣ Viewing your home p...
‣ Going through the sign up flow +5

‣ Completing a task in the product +10

‣ Error message in the product -5

‣ Viewing y...
Your brand is how
customers feel about
        you
3
   Great design...


Talks benefits
 not features
20 colorful
Understand   vs   configurable
your money         charts and
                     graphs
Comprehensive
Remove your
                vs    fuzzy-matching
personal data
                     algorithm locates
from t...
4
   Great design...



Thinks in flows
 not screens
Log In

1. User enters email address into
   email field.

2. User enters password into
   password field.

3. User clicks L...
Take note of task
flows in your product
5
   Great design...


Doesn’t make
the user think
Requires
Obvious
           Thought

             “Is that a
 Click!
             button?”

           “Is this what I
 Cl...
Make it obvious
what’s clickable.
People don’t read,
   they scan
Minimize noise
Omit needless words
Users pick the first
reasonable option.
You can’t make
everything self
   evident.
6
A great design process...


 Starts with a
 great story
“Does everyone on your team know
     what the experience will be like
interacting with your offerings five years
         ...
How would it work if it were human?
How would it work if it were magic?
“Because everyone on the team has
 the same vision, they are all on the
   same page for what it takes to
            succ...
7
 A great design process...


Uses design as a
     lever
MARKETING

“The best marketing tool you can have
  is a well-designed application.”
BUSINESS DEVELOPMENT

Align your revenue with valuable and
        legitimate user tasks.
BRAND

Negative interactions drive negative
           social media.
MARKETING+PR

“No amount of money can buy the
 media to fix a boring product.”
8
A great design process...

 Gets the team
out of the office
“In the last six weeks, have your team
  members spent at least two hours
 watching people experience your
          produ...
9
A great design process...


 Has a bible
Trust & Credibility
Startup       Brand czar

Larger company      style guide
10
  A great design process...



Repeats & Refines
Allot product cycles to
    improvement
“In the last six weeks, have you held a
  celebration of a recently introduced
           design problem?”
What is   1   Design can change businesses
design?
          2   Design is more than pretty pictures
  Great   3   Talks b...
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10things

  1. 1. 10 things you need to know about design Jason Putorti Designer in Residence Follow me @novaurora
  2. 2. Who am I?
  3. 3. What is 1 Design can change businesses design? 2 Design is more than pretty pictures Great 3 Talks benefits not features Design 4 Thinks in flows not screens 5 Doesn’t make the user think A Great 6 Starts with a great story Design Process 7 Uses design as a lever 8 Gets out of the office 9 Has a bible 10 Repeats & refines
  4. 4. 1 What is design? Design can change businesses.
  5. 5. I need your bank passwords. Trust me.
  6. 6. P O W E R E D b y S E R V I C E™
  7. 7. I’m on twitter.
  8. 8. You should follow me on twitter here.
  9. 9. +173% increase in clicks
  10. 10. 2 What is design? Design is more than pretty pictures
  11. 11. Design thinking The essential ability to combine empathy, creativity and rationality to meet user needs and drive business success.
  12. 12. User experience How your product works in the real world, or how a person feels about using your product.
  13. 13. ‣ Going through the sign up flow ‣ Completing a task in the product ‣ Error message in the product
  14. 14. Customer experience The sum of all interactions a customer has with your company, positive, or negative.
  15. 15. ‣ Going through the sign up flow ‣ Completing a task in the product ‣ Error message in the product ‣ Viewing your home page ‣ Reading a marketing email ‣ Dealing with customer service
  16. 16. ‣ Going through the sign up flow +5 ‣ Completing a task in the product +10 ‣ Error message in the product -5 ‣ Viewing your home page +1 ‣ Reading a marketing email -10 ‣ Dealing with customer service -5
  17. 17. Your brand is how customers feel about you
  18. 18. 3 Great design... Talks benefits not features
  19. 19. 20 colorful Understand vs configurable your money charts and graphs
  20. 20. Comprehensive Remove your vs fuzzy-matching personal data algorithm locates from the web your records
  21. 21. 4 Great design... Thinks in flows not screens
  22. 22. Log In 1. User enters email address into email field. 2. User enters password into password field. 3. User clicks Log In button. 4. System validates login information. If okay, User is taken to Overview page.
  23. 23. Take note of task flows in your product
  24. 24. 5 Great design... Doesn’t make the user think
  25. 25. Requires Obvious Thought “Is that a Click! button?” “Is this what I Click! want? Should I keep looking?”
  26. 26. Make it obvious what’s clickable.
  27. 27. People don’t read, they scan
  28. 28. Minimize noise
  29. 29. Omit needless words
  30. 30. Users pick the first reasonable option.
  31. 31. You can’t make everything self evident.
  32. 32. 6 A great design process... Starts with a great story
  33. 33. “Does everyone on your team know what the experience will be like interacting with your offerings five years from now?”
  34. 34. How would it work if it were human?
  35. 35. How would it work if it were magic?
  36. 36. “Because everyone on the team has the same vision, they are all on the same page for what it takes to succeed.”
  37. 37. 7 A great design process... Uses design as a lever
  38. 38. MARKETING “The best marketing tool you can have is a well-designed application.”
  39. 39. BUSINESS DEVELOPMENT Align your revenue with valuable and legitimate user tasks.
  40. 40. BRAND Negative interactions drive negative social media.
  41. 41. MARKETING+PR “No amount of money can buy the media to fix a boring product.”
  42. 42. 8 A great design process... Gets the team out of the office
  43. 43. “In the last six weeks, have your team members spent at least two hours watching people experience your product or service?”
  44. 44. 9 A great design process... Has a bible
  45. 45. Trust & Credibility
  46. 46. Startup Brand czar Larger company style guide
  47. 47. 10 A great design process... Repeats & Refines
  48. 48. Allot product cycles to improvement
  49. 49. “In the last six weeks, have you held a celebration of a recently introduced design problem?”
  50. 50. What is 1 Design can change businesses design? 2 Design is more than pretty pictures Great 3 Talks benefits not features Design 4 Thinks in flows not screens 5 Doesn’t make the user think A Great 6 Starts with a great story Design Process 7 Uses design as a lever 8 Gets out of the office 9 Has a bible 10 Repeats & refines

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