SlideShare a Scribd company logo
Why good
design matters
tweet me questions @putorti
Where to focus What makes a
great process
Why good design matters
III
“Design is the rendering
of intent.”
http://www.uie.com/articles/design_rendering_intent/
User Research
Market Opportunity
Vision
http://www.uie.com/articles/design_rendering_intent/
FINDING INTENT
Wireframes
Prototypes
Process
RENDERING INTENT
user
needs
business
goals
Where to focus
III
Technology Features Experience Integration
https://www.uie.com/brainsparks/2007/07/17/the-market-maturity-framework-is-still-important/
Depends on your market / competition
https://www.uie.com/brainsparks/2007/07/17/the-market-maturity-framework-is-still-important/
Where is your market?
Technology Features Experience Integration
Technology Features Experience Integration
https://www.uie.com/brainsparks/2007/07/17/the-market-maturity-framework-is-still-important/
Where is your market?
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
Product only
1995:
Technology
Market
http://thegongshow.tumblr.com/image/345941486
2015:
Experience
Market
http://thegongshow.tumblr.com/image/345941486
Product first,
Interaction and
Visual later
Product first
2010:
Technology
market
Product,
Interaction
and Visual
2015:
Experience
market, more
competition
Product,
Interaction
and Visual
Experience market,
heavy competition
What makes a great process
III
1.
Have a great story
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
What is her problem?
Why you vs. a competitor?
When will you launch?
How will you solve the problem?
“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
2.
Know the entire journey, but choose
where to focus
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
Mental Models by Indi Young
Behaviors,
Philosophies,
Feelings
Ways to Support
“Towers” / Business
Opportunity
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?
3.
Validate assumptions, learn cheaply,
lower your risk
[The design process] is about designing and prototyping and making.
When you separate those, I think the final result suffers.
JONY IVE
“
credit @shaykevin
http://davewrightjr.com/work-npr-planet-money.html
http://www.galynbunnell.com/humm/
https://marvelapp.com/explore/331930/mondo-conversation/
https://marvelapp.com/explore/331930/mondo-conversation/
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
4.
Use visual to affect brand,
build trust, connect emotionally
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
“
5.
refine(refine(product));
Have a feedback mechanism:
App Reviews, NPS, Intercom, Social
Listen to customers, but don’t always take literally.
Silent majority.
Validate hypotheses.
Remember your vision
Learn to love failure; make frequent, small
improvements.
Kill a feature, see if anyone cares.
Why good
design matters
tweet me questions @putorti
Where to focus What makes a
great process

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