The document discusses design thinking as an important tool for growth. It defines design thinking as a methodology that starts with empathy for users, prioritizes understanding user needs over business goals, and aims to delight users through engaging and delightful experiences. The document argues that design thinking can help generate big ideas that drive large changes in growth, and that it follows a similar framework to lean startup. It positions design thinking as the future of marketing and an important competitive advantage.

1. DESIGN THINKING
The Ultimate Tool in the Growth Toolbox
Zack Onisko
CEO, Dribbble
zack@dribbble.com
@zack415

2. Hi, I’m Zack. I grow startups.

3. - Top 20 website (Comscore, 2004)
- Innovators in growth
- Focus on vitality. 140mm users
- Acquisition (over $100mm)
- Ran the Growth Team
- 30mm user signups in 90 days
- Raised $49M from top VCs
- Acquisition
- Chief Growth Officer
- Fastest first year marketplace growth
- XX% M/M revenue growth
- Acquisition
- VP of Growth
- Raised over $100M
- Profitable in 2017
- IPO Bound

4. How many of you are marketers?
! Show of hands…

6. Marketing
Product
User ExperienceEngineering
Analytics
Psychology
GROWTH

7. ! Show of hands…
How many of you are designers?

8. " I’m a designer.

9. In a study conducted by Stanford, it was revealed that 75% of
users make judgments (made in 1/20th of a second) about a
company’s credibility based on the visual design of its website.
Bad design = No growth
📉

10. Design is your Competitive Advantage
Technology has flattened the competitive landscape, lowered the barrier for
entry. The cost of starting a business is lower than it ever before. The ability
to scale globally can happen faster than ever before. Great design is table
stakes. The start of a good experience is a well designed experience.
Marketers must adapt to become “Design Thinkers” or die.
🥊

11. Design is the Future of Marketing
Even though we may concentrate on big data, mobile, social, or
content being the future of marketing, if you really think about it,
all of these elements are only important in how they help us to
enhance customers’ experiences with our brands.
📣

12. Design thinking generates
big ideas
💡

13. Big ideas yield the biggest
changes to growth
💡

14. Converge existing ideas
Make
Choices

15. Diverge new solutionsConverge existing ideas
Create
Choices
Make
Choices

16. Source: Nielson Norman Group
Innovation is the output of the
design thinking process

17. So, what is Design Thinking?
🤔

18. Design Thinking starts with Empathy.
Design Thinking is a methodology used by designers to solve complex problems,
and find desirable solutions for clients. A design mindset is not problem-focused,
it's solution focused and action oriented towards creating a preferred future.
🤗

19. End-users before Business Goals
Design Thinking philosophy requires moving the growth goals to the side
and seek to meet the unmet needs, both rational and emotional, of the user
)

20. Understanding User Needs
Design Thinking is when designing anything meant to be used by another
person—whether that’s a Facebook ad, landing page, onboarding flow, or
checkout flow—the designer must understand what that end-user needs.
*

22. Delight people with your product
Before any growth can happen, there needs to be engagement. An
engaging experience leads to a delightful experience and makes
users want to come back for more or share with friends.
😍

23. Source: Nielson Norman Group
Design Thinking Framework

24. Source: Nielson Norman Group
Sound familiar?
Lean Startup

25. Prototype faster and without a
single line of code
🙌

26. 👍

27. 👍

29. Good design takes practice
Good design requires serious dedication and commitment, which must also
extend to your organizational culture, your personal working environment,
your approach to failure, risk and experimentation and to finding and
nurturing the best talent.
💪

30. Zack Onisko
CEO, Dribbble
zack@dribbble.com
@zack415
Thanks
🙏