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DESIGN DRIVEN
DEVELOPMENT

2013

VITALY M. GOLOMB | @VITALYG
“Art is like masturbation. It is selfish and
introverted and done for you and you alone...
...Design is like sex. There is someone else
involved, their needs are just as important
as your own, and if everything goes right,
both parties are happy in the end.”

Colin Wright
@colinismyname
RT
≠A
GN
SI
DE
INTE
RT

ARD
AW

SEP. 10-14TH, 2011

TECHNOLO
H™
GY
EC

FO

AWARD WINNER

2012

RI

NN

WINNER
LL
OVATI
VE EXCE

EN

CE

VITALY M. GOLOMB | @VITALYG
VITALY M. GOLOMB | @VITALYG
DieterDESIGN GURU
Rams
INDUSTRIAL
Dieter Rams
TEN PRINCIPLES
OF GOOD DESIGN
#1
IS INNOVATIVE



TAKES ADVANTAGE OF

NEW TECHNOLOGY
#2
MAKES A PRODUCT
MORE USEFUL



USE DICTATES FORM
#3
IS AESTHETIC



ONLY WELL-EXECUTED
OBJECTS CAN BE BEAUTIFUL
#4

MAKES A PRODUCT
UNDERSTANDABLE
MAKES A PRODUCT TALK
#5
IS UNOBTRUSIVE



NEUTRAL, OPEN TO

USER SELF-EXPRESSION
#6
IS HONEST



DOESN’T MAKE PROMISES
THAT CANNOT BE MET
#7
IS LONG LASTING



FASHIONABLE DESIGN

DATES QUICKLY
#8
IS THOROUGH



LEAVES NOTHING TO CHANGE,
DOWN TO THE LAST DETAIL
#9

IS ENVIRONMENTALLY-FRIENDLY
USES ONLY WHAT IS NEEDED
#10

IS AS LITTLE DESIGN AS POSSIBLE
SIMPLE AND PURE
AND NOW SOME
BAD DESIGN...
CONSISTENT
PORSCHE 911

50 YEARS - 7 GENERATIONS
how important
is perception?
trust us with your

banking logins
60-80% markup on
dirt, oil, wax, and fragrance
so how much is
“design” worth?
+100-350%
+200-400%
+100-500%
+800-1000%
+200-5600%
“Design is not just
what it looks like.
Design is how it works.”

Steve Jobs
YOUR APPLICATION

HOW USERS SEE IT

INTERFACE
LOGIC
DATA

INTERFACE

MAGIC

99% OF THE WORLD DOES NOT UNDERSTAND
THE MAGIC OF PROGRAMMING
“As far as the customer is
concerned, the interface
is the product.”
!

Jef Raskin
Creator of Apple Macintosh
design disciplines
BRANDING
!

ILLUSTRATION
!

GRAPHIC DESIGN

TYPOGRAPHY
!

IMAGE MANIPULATION
GRAPHIC DESIGN
!

PSYCHOLOGY

user experience

KNOWLEDGE OF MEDIUM
!

SENSE INTENT
SUBSET OF UX &
GRAPHIC DESIGN
!

ui/visual

DESIGN PRINCIPALS
FOR GIVEN OS
!

SURFACE FUNCTIONALITY
DESIGN EYE
!

EXECUTE UX/UI
front-end developer

!

BRIDGE TO ENGINEERING
COPY WRITING
!

SALES
marketing

!

VOICE OF THE CUSTOMER
GRAPHIC DESIGN

USER EXPERIENCE UI/VISUAL

FRONT-END DEV. MARKETING
“Good design is obvious.
Great design is transparent.”

Joe Sparano
@joesparano
user-centric design
NO SUCCESSFUL PRODUCT HAS
EVER COME OUT OF A FOCUS GROUP
"If I had asked people what
they wanted, they would
have said ‘faster horses’."

Henry Ford
design success
formula...
Vision
+
Feedback from customers/users
+
Culture (consistency & expectations)
+
Techniques
Jared Spool
@jmspool
Unintentional
Unintentional

self

genius

activityfocused
design driven
Development
design goes first
PROBLEM
DEFINITION

WIREFRAMES
+ PROTOTYPES

ARCHITECTURE

FRONT-END
DEVELOPMENT

CUSTOMER
FEEDBACK

USER
INTERFACE
DESIGN

APPLICATION
DEVELOPMENT

MARKETING

RINSE & REPEAT
“Design is intelligence made visible.”
Don Newgren
Artist
define the problem and let
designers do their jobs
working with
designers
what do
designers need?
hint:
it’s not more money
Interesting Problems
Creative Environment
A Seat at The Table
how would you like your design?

pick two
UGLY,

RUSHED, AND
CARELESS

FAST

CHEAP

DOES NOT

EXIST

TRASH

FREE

DOES NOT

EXIST

YOU GET

WHAT YOU

PAY FOR

NEVER ON TIME

DOES NOT

EXIST

GREAT
BUSINESS
YOUR
STARTUP
DESIGN

ENGINEERING
design is core
thanks for
your attention
want the slides?
follow @vitalyg
VITALY M. GOLOMB

ENTREPRENEUR, DESIGNER, SPEAKER
www.golomb.net | @vitalyg

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