SlideShare a Scribd company logo
design for
 startups
  Jeffrey Veen
cargo cults
Shouldn’t copying something
                               be easier than creating it?
                               The problem is that the work on
                               the original is invisible. The
                               copier doesn’t know why it looks
                               the way it looks or feels the way
                               it feels or reads the way it reads.




Photo: James Duncan Davidson
Good design is innovative.
It does not copy existing
product forms, nor does it
produce any kind of novelty
for the sake of it.
intentional
design
the process of making things for other people
decisions
  Jared Spool   Jess McMullin
unconsidered
introspective
genius!
user-centered
Design       Visual    Information   Interaction
Strategist   Designer    Architect     Designer     Writer




              Interface Design Roles
      Will neglecting design confuse your users?
visual design
interaction
  design
information
architecture
2.0.0 Traffic
          1.0.0 Visitor                                                                                                                                                                          3.0.0 Content                                                                                                                                           5.0.0 Ecommerce
                                                              Sources                                                                                                                                                                                                                                        4.0.0 Goals
           Overview                                                                                                                                                                                Overview                                                                                                                                                  overview
                                                             Overview

      # of Visitors new and
                                                                                                                                                                                                                                                                                                          % of Goals Completed
                                                                                                                                                                                                     Top Content                                                                                                                                                  Revenue
                                                                               2.1.0 Direct Traffic
            retruning                                        % visitors came
                                                        N                           Overview
                                                                 directly
                                                                                                                                                                                                    Aver. Length of
                                                                                                                                                                                             N
  N                                                                                                                                                                                                       Visit                                                                                             Goal Conversion?
              # of visitors                                                                                                                                                                                                                                                                                                       4.1.0 Goal Detail
                                                                                                                                                                                                                                                                                                                                                         N     Total Revenue
                                                                                Total Direct Trafic
                                                                                                                                                                                             N    Aver. Depth of Visit
  N           Pages/Visit
                                                                                                                                                                                                                                                                                                        N     Total Completion
                                                                                                                                                                                                                                                                                                                                                         N   Total Transactoins
                                                                                       # of visitors that
                                       1.2.0 Total
                                                                               N                                                                                                             N    Aver. Time on Page
  N                                                                                     came directly
          New vs. Retruning            Pageviews                                                                                                                                                                                                                                                                                    4.2.0 Reverse
                                                                                                                                                                                                                                                                                                        N      Conversion %
                                                                                                                                                                                                                                                                                                                                        Goals
                                                                                                                                                                                                                                                                                                                                                         N
                                                                               S                                                                                                                                                                                                                                                                               # of products
                                                                                        Direct Visitors

                                                                                                                                                                                                                                                                                                        N
                 Aver.                                                                                                                                                                                                                                                                                           Total Value
                                                                                                                                                                                                                                                                                                                                 Funnel Visualization
                                    1.1.0 Average PV/
              Pageviews/                                                                % Bounce
                                                                                                                                                                                                                                                                                                                                                         N
                 Visite                    visit                                                                                                                                                                                                                                                                                                             Product Categories
                                                                                                                                                                                             T                                                                                                          N      Average Value
                                                                                                                                                                                                    Top Content
                                                                                       Pages/Visits
              Pageviews

                                                                                                                                                                                                                                                                                                        N
                                                                                                                                                                                                   Uniq. Views                                                                                               Abandoned Funnel
          # of visits new                                                           Avg. Time on Site
                                      1.3.0 New vs.
          and returning
                                        returning                                                                                                                                                  Pageviews
                                                                                                                                                                                                                                                                                                                                 4.3.0 Funnel Page
                                                                                   % First Visit To Site
                                                                                                                                                                                                                                      3.2.0 Average Time
                Loyality
                                                                                                                                                                                                    Ave. Time                               on Page
                                                                                        % Goal 1
                Recency               1.4.0 Loyalty                                                                                                                                                                                                                                                                              Funnel Visualization
                                                                                                                                                                                                     % Exit
                                                                                        % Goal 2
                                                                                                                                                                                                                                                                                                                                 Make quot;Entrancequot; and
                                                                                                                                                                                                     $ Index
Segmentation                                                                                                                                                                                                                                                                                                                     quot;Exitquot; numbers hidden
                                                                                        % Goal 3                                                                                                                                           3.1.0 Content                             3.1.3 Site Overlay
                                                                                                                                                                                                                                                                                                                                 until asked for by
                                                                                                                                                                                                                                               Detail                                      Detail
                                      1.5.0 Recency                                                                                                                                                                                                                                                                              user.
                        Keyword
  User Defined
                                                                                        % Goal 4                                                                                                     Entrance &
                                                                                                                                                                                             T        Bounce
                                                                                                                                                                                                                                          Total Visitors for
                       Campaign                                                     # of Transactions
     Content
                                                                                                                                                                                                   Uniq. Views                                  Page
                                                                                     Total Revenue
                                                                                                                                                                                                   Pageviews                                                                                          3.3.0 Average
                                                                                                                                                                                                                                      N
              Design Criteria                                                                                                                                                                                                                  # of Visitors
                                                                                                                                                                                                                                                                                                       Bounce Rate
                                                                                      # of Products
                                                                                                                                                                                                    Ave. Time
   Source
                                                                                                                                                                                                                                             Aver. Time on
                       Campaign
   Medium]
                                                                                                                                                                                                                                                 Page
                                                                                                                                                                                                     % Exit
                                                                                                                                                                                                                                                                                                  3.4.1 Percent who
                                                                                                                2.2.1 Referring
                                                                                   2.2.0 Referring                                       2.2.2 Link Detail                                                                                   Aver. Bounce
   Keyword             Content                              % visitors came                                                                                                                                                                                                                             started
                                                        N                                                        Source Detail
                                                                                       Sources                                                                                                       $ Index
                                                            from other links
                                                                                                                                                                                                                                            % who started
   Country             Region

                                                                                                                  Visitors from
                                                                                                                                        Visitors from Link
                                                                               Total Referral Trafic
                                                                                                                                                                                             T           Exit
                                                                                                                     Source                                                                                                                                                                             3.1.2 Initial
                       Network
                                                                                                                                                                                                                                           Traffic Source            3.1.1 All Navigation
   City
                                                                                                                                                                                                                                                                                                        Navigation
                       Location

                                                                                                                                                                                                                                                                                                             Initial
                                                                                                            N                           N                                                          Uniq. Views
                                                                               N                                      # of visitors              # of visitors
                                                                                        # of sources                                                                                                                                                                     All Navigation
                                                                                                                                                                                                                                                                     T                            T
                                                                                                                                                                                                                                      T    Referring source                                               Navigation
                       Browser
   Language                                                                                                                                                                                                                                                               (came from)
                                                                                                                                                                                                                                                                                                        (Starting Page)
                                                                                                                  popularity ranking          popularity ranking
                                                                                                            N                           N                                                          Pageviews
                                                                               N         # of visitors            and % of visitors           and % of visitors                                                                                Visits                       Visits                          Visits
                       Connection
   Platform
                                                                                                                                               points to content
                                                                                                            iff source has one link
                       Speed
                                                                                                                                        N                                                           Ave. Time
                                                                               T      Referring sources                                              page
                                                                                                                    referral:                                                                                                                Goal/Visit                   Goal/Visit                      Goal/Visit
   Screen
                                                                                                                   points to content                                                                 % Exit
                                                                                                            N                                  Visitors from this
                                                                                                                                        S
   Resolution          Colors
                                                                                Source Domain Name                                                                                                                                             T/Visit                     T/Visit                          T/Visit
                                                                                                                         page                        source
                                                                                                                                                                                                     $ Index
                                                                                                                       else:
   Java                                                                                                                                                                                                                                        $/Visit                     $/Visit                          $/Visit
                                                                                                                                                 % Bounce
                                                                                          Visits
                       Flash
                                                                                                                     Source's Link
                                                                                                            T          Referrals
                                                                                                                                                Pages/Visits
                                                                                      Bounce Rate
                                                                                                                        URL
                                                                                                                                             Avg. Time on Site
                                                                                      Pages/Visits
                                                                                                                       Visits
                                                                                                                                            % First Visit To Site
                                                                                      Time on Site
                                                                                                                   Bounce Rate
                                                                                                                                                 % Goal 1
                                                                                    First Visit To Site
                                                                                                                   Pages/Visits                                                                   Overlay
                                                                                                                                                 % Goal 2
                                                                                         Goal 1
                                                                                                                   Time on Site
                                                                                                                                                 % Goal 3
                                                                                         Goal 2
                                                                                                                 First Visit To Site
                                                                                                                                                 % Goal 4
                                                                                         Goal 3
                                                                                                                      Goal 1
                                                                                         Goal 4                                              # of Transactions
                                                                                                                      Goal 2
                                                                                                                                              Total Revenue
                                                                                      Transactions
                                                                                                                      Goal 3
                                                                                                                                               # of Products
                                                                                        Revenue
                                                                                                                      Goal 4
                                                                                                                                        link to geo map for this
                                                                                                                                                segment
                                                                                                                   Transactions
                                                                                                                                        link to language list for
                                                                                                                                              this segment
                                                                                                                     Revenue


                                                                                                                   Visitors from this
                                                                                                            S            source

                                                                                                                     % Bounce


                                                                                                                    Pages/Visits


                                                                                                                 Avg. Time on Site


                                                                                                                % First Visit To Site


                                                                                                                     % Goal 1


                                                                                                                     % Goal 2


                                                                                                                     % Goal 3


                                                                                                                     % Goal 4


                                                                                                                 # of Transactions


                                                                                                                  Total Revenue


                                                                                                                   # of Products

                                                                                                            link to geo map for this
                                                                                                                    segment

                                                                                                            link to language list for
                                                                                                                  this segment




                                                                                 2.3.0 Search                    2.3.2 Search                   2.3.4 Top             2.3.1 Search                              2.3.3 Search                     2.3.5 Top
                                                                                                                                                                                                                                                                                                  2.3.6 Keyword
                                                            % visitors from    Engines Overview                  Engine Detail                  Keywords            Engines Overview                            Engine Detail                    Keywords
                                                        N                                                                                                                                                                                                                                             Detail
                                                            search engines           (all)                           (all)                        (all)                  (paid)                                    (paid)                         (paid)


                                                                                                                                                                                                                                                                                            segmentable by paid/organic
                                                                                                                                                                                                            % of engine's paid
                                                                                % of each search            % of engine's traffic         % of search traffic         % of each search                                                        % of search traffic
                                                                                                                                                                                                             traffic for top 5                                                                 segmentable by engine
                                                                                     engine                 for top 5 keywords           for top 5 keywords              engine                                                             for top 5 keywords
                                                                                                                                                                                                                keywords

                                                                               N                                                                                    N                                                                                                                             visitors from
                                                                                                            N                           N                                                                   N                              N
                                                                                      % of total traffic                                                                % of total traffic
                                                                                                                      # of visitors              # of keywords                                                        # of visitors             # of paid keywords
                                                                                                                                                                                                                                                                                                    keyword
                                                                                                                                                                                                                 traffic rank among
                                                                                                                  traffic rank among
                                                                               N                                                                                    N                                       N
                                                                                                                                                    # of paid
                                                                                                            N                           N                                                                                                  N
                                                                                       # of keywords                                                                     # of keywords                                                            # of keywords
                                                                                                                                                                                                                  your paid search
                                                                                                                     your engines                   keywords
                                                                                                                                                                                                                                                                                             N          # of visitors
                                                                                          # of paid                                                                        # of paid
                                                                                                                                                                                                            N
                                                                               N                            N                                                       N                                              # of keywords
                                                                                                                     # of keywords
                                                                                                                                                                                                                                           T
                                                                                                                                        T                                                                                                           Keywords
                                                                                                                                                   Keywords
                                                                                          keywords                                                                         keywords                                                                                                                traffic rank among
                                                                                                                                                                                                                                                                                              N      your keywords
                                                                                                                                                                                                                 # of visitors from
                                                                                                                                                                                                            N
                                                                                                                   # of visitors from
                                                                                                            N
                                                                               T                                                                                    T                                                                             Keyword
                                                                                                                                                  Keyword                                                         paid keywords
                                                                                      Search Engines                                                                    Search Engines
                                                                                                                    paid keywords                                                                                                                                                                     points to content
                                                                                                                                                                                                                                                                                             N            page(s)
                                                                                                                                                                                                                                                    Visits
                                                                                                                                                   Visits                                                        Visitors from this
UI copy
front-end
development
design
strategy
case study:
 Wikirank
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process           rolls
•unconsidered    • visual design



 introspective       interaction design
•                •



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Design For Startups

  • 1. design for startups Jeffrey Veen
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  • 19. Shouldn’t copying something be easier than creating it? The problem is that the work on the original is invisible. The copier doesn’t know why it looks the way it looks or feels the way it feels or reads the way it reads. Photo: James Duncan Davidson
  • 20. Good design is innovative. It does not copy existing product forms, nor does it produce any kind of novelty for the sake of it.
  • 22. design the process of making things for other people
  • 23. decisions Jared Spool Jess McMullin
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  • 40. Design Visual Information Interaction Strategist Designer Architect Designer Writer Interface Design Roles Will neglecting design confuse your users?
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  • 51. 2.0.0 Traffic 1.0.0 Visitor 3.0.0 Content 5.0.0 Ecommerce Sources 4.0.0 Goals Overview Overview overview Overview # of Visitors new and % of Goals Completed Top Content Revenue 2.1.0 Direct Traffic retruning % visitors came N Overview directly Aver. Length of N N Visit Goal Conversion? # of visitors 4.1.0 Goal Detail N Total Revenue Total Direct Trafic N Aver. Depth of Visit N Pages/Visit N Total Completion N Total Transactoins # of visitors that 1.2.0 Total N N Aver. Time on Page N came directly New vs. Retruning Pageviews 4.2.0 Reverse N Conversion % Goals N S # of products Direct Visitors N Aver. Total Value Funnel Visualization 1.1.0 Average PV/ Pageviews/ % Bounce N Visite visit Product Categories T N Average Value Top Content Pages/Visits Pageviews N Uniq. Views Abandoned Funnel # of visits new Avg. Time on Site 1.3.0 New vs. and returning returning Pageviews 4.3.0 Funnel Page % First Visit To Site 3.2.0 Average Time Loyality Ave. Time on Page % Goal 1 Recency 1.4.0 Loyalty Funnel Visualization % Exit % Goal 2 Make quot;Entrancequot; and $ Index Segmentation quot;Exitquot; numbers hidden % Goal 3 3.1.0 Content 3.1.3 Site Overlay until asked for by Detail Detail 1.5.0 Recency user. Keyword User Defined % Goal 4 Entrance & T Bounce Total Visitors for Campaign # of Transactions Content Uniq. Views Page Total Revenue Pageviews 3.3.0 Average N Design Criteria # of Visitors Bounce Rate # of Products Ave. Time Source Aver. Time on Campaign Medium] Page % Exit 3.4.1 Percent who 2.2.1 Referring 2.2.0 Referring 2.2.2 Link Detail Aver. Bounce Keyword Content % visitors came started N Source Detail Sources $ Index from other links % who started Country Region Visitors from Visitors from Link Total Referral Trafic T Exit Source 3.1.2 Initial Network Traffic Source 3.1.1 All Navigation City Navigation Location Initial N N Uniq. Views N # of visitors # of visitors # of sources All Navigation T T T Referring source Navigation Browser Language (came from) (Starting Page) popularity ranking popularity ranking N N Pageviews N # of visitors and % of visitors and % of visitors Visits Visits Visits Connection Platform points to content iff source has one link Speed N Ave. Time T Referring sources page referral: Goal/Visit Goal/Visit Goal/Visit Screen points to content % Exit N Visitors from this S Resolution Colors Source Domain Name T/Visit T/Visit T/Visit page source $ Index else: Java $/Visit $/Visit $/Visit % Bounce Visits Flash Source's Link T Referrals Pages/Visits Bounce Rate URL Avg. Time on Site Pages/Visits Visits % First Visit To Site Time on Site Bounce Rate % Goal 1 First Visit To Site Pages/Visits Overlay % Goal 2 Goal 1 Time on Site % Goal 3 Goal 2 First Visit To Site % Goal 4 Goal 3 Goal 1 Goal 4 # of Transactions Goal 2 Total Revenue Transactions Goal 3 # of Products Revenue Goal 4 link to geo map for this segment Transactions link to language list for this segment Revenue Visitors from this S source % Bounce Pages/Visits Avg. Time on Site % First Visit To Site % Goal 1 % Goal 2 % Goal 3 % Goal 4 # of Transactions Total Revenue # of Products link to geo map for this segment link to language list for this segment 2.3.0 Search 2.3.2 Search 2.3.4 Top 2.3.1 Search 2.3.3 Search 2.3.5 Top 2.3.6 Keyword % visitors from Engines Overview Engine Detail Keywords Engines Overview Engine Detail Keywords N Detail search engines (all) (all) (all) (paid) (paid) (paid) segmentable by paid/organic % of engine's paid % of each search % of engine's traffic % of search traffic % of each search % of search traffic traffic for top 5 segmentable by engine engine for top 5 keywords for top 5 keywords engine for top 5 keywords keywords N N visitors from N N N N % of total traffic % of total traffic # of visitors # of keywords # of visitors # of paid keywords keyword traffic rank among traffic rank among N N N # of paid N N N # of keywords # of keywords # of keywords your paid search your engines keywords N # of visitors # of paid # of paid N N N N # of keywords # of keywords T T Keywords Keywords keywords keywords traffic rank among N your keywords # of visitors from N # of visitors from N T T Keyword Keyword paid keywords Search Engines Search Engines paid keywords points to content N page(s) Visits Visits Visitors from this
  • 53.
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  • 60. Find articles on wikirank wikirank Search The Wikipedia page for Topic Page was viewed 2,190 This Is An Advertisement times in the last 30 days Lorem ipsum dolor sit amet, con sectetuer adipiscing elit donec. www.loremipsum.com This Is An Advertisement Lorem ipsum dolor sit amet, con sectetuer adipiscing elit donec. www.loremipsum.com This Is An Advertisement Lorem ipsum dolor sit amet, con sectetuer adipiscing elit donec. www.loremipsum.com This Is An Advertisement Embed this chart Compare this to another topic View: 7 days - 30 days - 90 days Lorem ipsum dolor sit amet, con sectetuer adipiscing elit donec. www.loremipsum.com This Is An Advertisement Topic Page is a thing some people write about while others search for it and then Lorem ipsum dolor sit amet, con sectetuer adipiscing elit donec. visit the page. Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Donec neque www.loremipsum.com diam, aliquam eget, pharetra ac, dapibus quis, risus. Donec orci sem, mattis eget, This Is An Advertisement image convallis nec, pulvinar a, ipsum. Vivamus luctus, velit at egestas varius, nisl dolor Lorem ipsum dolor sit amet, con ultricies mauris, dapibus eleifend neque urna quis dolor. Aliquam eget enim ut enim sectetuer adipiscing elit donec. scelerisque porta. Mauris sed velit ut neque posuere malesuada. Aenean auctor. www.loremipsum.com Quisque fringilla ligula elementum quam. Read the full article...
  • 61. Popular by Home page month, year Topic pages Search results Comparison chooser Wikirank page flow Comparison page
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  • 63. FF Netto Icons Instructions for Use E Î Éé p rashsKsMsL OqoqHqFqDq
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  • 67. process rolls •unconsidered • visual design introspective interaction design • • genius! information • • architecture user-centered • front-end • development UI copy • design strategy •