Coursera | Alphonso Morris - What’s Product Design vs UX vs UI? What is Growth Design?

1. What is Product Design vs
UX vs UI?
An introduction to the field and how to get started

2. Contents
1. Who am I?
2. Happy to be here
3. My journey
4. What is Coursera?
5. What is Product Design?
6. What is Growth Design?
7. What is UX? What is UI?
8. Can you work in Product Design?
9. Conclusion
10. Takeaways
11. Homework
12. Q&A

3. Helloooo!
Alphonso “FONZ” Morris
Growth Design Lead @ Coursera
linkedin.com/fonzmorris
http://fonz.design
@fonzmoney
@youngfonz

4. I am honored to be speaking today
I love public speaking and talking about Design

5. My Journey
“A journey of a thousand miles begins with one step.”

6. What is Coursera?
An online based education platform that envisions a world where anyone, anywhere
can transform their life by accessing the world’s best learning experience.
40 190 3,600+ 390+ 15+ 14+
MILLION
LEARNERS UNIVERSITY
PARTNERS
COURSES SPECIALIZATIONS CERTIFICATES DEGREES

7. What is a Product
Design?
According to Wikipedia, Product design is to create a
new product to be sold by a business to its customers.
But is Design a Noun or verb, that is the question.
The dilemma circles around the idea of what
design is:
● Is Design a noun? Is it the thing that
designers make, the object?
● Or is Design a verb? Is it the thing that
designers do, the process?

8. What are Norman doors?
A Norman door is a poorly designed door that confuses or fails to give you an idea
whether to push or pull.

9. Digital vs Physical Product Design
Isn’t this industrial design?

10. Digital vs Physical Product Design
Hardware and Software is the new product

11. User-Centric Product Design Lifecycle
One example of a product design process
These vary by org but following something
similar, and their subsequent events, a product
team is enabled to create a more informed and
usable application with the expectation of low
user rejection and high user satisfaction.
● Strategy
● Discovery
● Analysis
● Design
● Production

12. Various roles on a Product Design team
This is what the team at Coursera looks like
A Product Designer has many names. You
may have heard of titles like:
Experience Designer (XD)
Information Architect (IA)
Interaction Designer (IX)
Experience Architect (XA)
User Interface (UI) Designer
User Experience (UX) Designer
And many more
Truth is, a Product Designer may be
responsible for some or all of the above. Some
of these title also overlap in responsibility.
A Product Designer, at it’s core, is a problem
solver.
User Research delves into the mind of
your customers. They ask the difficult
questions, and take all the difficult
answers. User Research gets to the
bottom of everything. The user is
always right.
Product Managers are the ones that at
the end of the day answer the question
“Why are we really doing this?”. They
identify the business value behind every
decision. It is imperative that you
understand why you’re building it.
Data Analysts are the scientists of
Product Design. They manage A/B tests
and live products, collecting and making
sense of enormous amounts of data.
They are the masters of correlation and
causation.
Front-end engineer, also known as a
front-end web developer, selects, installs
and test These are the guys who
announce the winning concept.
UX writers are tasked with delivering the
messaging of the product from the inside
out.

13. What is Growth Design?
Think in experiments and be agile
Definition: Growth design is a process at
the intersection of Growth (a scientific
method to improve business metrics)
and Design (a human-centered process
used to solve problems). It
involves crafting meaningful
experiences at scale so that an
organization can exceed its business
goals while delighting their customers.

14. What is Growth Design?
Think in experiments, A/B test and be agile

15. Practicing Growth Design?
Different steps in the growth design process

16. What is a UX? What
is UI?
UX Design refers to the term User Experience
Design, while UI Design stands for User Interface
Design. But despite their professional relationship,
the roles themselves are quite different, referring to
very different parts of the process and the design
discipline. Where UX Design is a more analytical
and technical field, UI Design is closer to what we
refer to as graphic design, though the
responsibilities are somewhat more complex.

17. Let’s talk about the UI and UX of an app
Spotify boasts 248 million monthly active users (MAUs) and 113 million subscribers, with its paid
user base growing 31% year-over-year.
I selected Spotify, the music streaming app

18. Data-driven design
What is qualitative vs quantitative? Why data matters?
Qualitative data is usually expressed by means of sentences and
natural language description. Not by numbers. When referring to
qualitative data in customer feedback, we call it verbatim or the voice
of the customer. It gives you the WHY, the reasons behind the
figures.
Anything that is used to perform statistical analysis or conduct in-
depth research backed by numbers is quantitative. It can be further
analyzed by looking at different segments, populations, and cohorts.
As opposed to qualitative data, quantitative data has the upside of
being (completely) unbiased.

19. Can you become a
Product Designer or
work in Tech?
YES! YES! YES! YES! YES!
I honestly believe there is a job available at a
startup or Fortune 500 for each and everyone of
you in the audience. With some dedication and
focus you can begin you path as soon as you are
ready. But I grabbed a screenshot from Indeed to
support my case! There are over 275k product
design related jobs available today.

20. Turn to the person to the right or left of you and pick an app from one of your
phones to do a 5 mins evaluation of. Product Design is collaborative and
teamwork is important!
Step 1: Spend about 4-5 min using the selected app – Search, open nav, scroll etc.
Step 2: Think about what you like and dislike? What would you change? Why?
Step 3: Rank the order of importance to fix those suggestions. Are any critical to the
apps success, do you think any of them could increase the UX or revenue?
Step 4: Now if you could only do one which one would it be? Why?
Popular App Review

21. Conclusion
1. Product Design is here to stay, it is integral to
the success of pretty much every software and
digital product company
2. Remember Product Design is not just about
design, there are many layers to it
3. UI and UX are not the same
4. Data is your friend use it wisely
5. Growth Design is about moving metrics
6. Self confidence goes a long way
7. Top 10 tech companies are worth over $5
trillion dollars. They need YOU!

22. Homework & QA
● Take some online courses! Preferably
coursera.org LOL. But there are many others.
● Learn a program like Figma or Sketch
● Visit your favorite company or brand’s careers page
and look for your dream job. Look at the
requirements
● Join ProductHunt to discover new products daily
and chat with creators
● Join Medium, Meetup and Dribbble
● Follow like minded people on Twitter:
○ Designers, developers, founders, VCs,
Design Conferences
● Take your LinkedIN very serious, make sure to add
me!
● STAY POSITIVE!

23. Thank you for
attending!
Give yourself a pat on the
back,you on your way!