This document summarizes a presentation about designing experiences from the ground up with a focus on content over design elements. The presentation discusses focusing on solving problems simply, getting user feedback through iteration, and creating experiences through compelling content and storytelling. It provides examples of how to craft brand stories and site maps that reflect a company's unique narrative in a way that resonates with users. The overall message is that good design starts with understanding the problem and user needs, then crafting an experience through content and stories rather than flashy design elements.

1. DESIGNING FROM
THE GROUND UP
Future Insights Live / June 2014 / Las Vegas
JON SETZEN
@jonsetzen

2. SIMPLE SOLUTIONS & SOLVING PROBLEMS
FOCUSING ON CONTENT
CREATING EXPERIENCE
STORY BEFORE DESIGN
Today’s Agenda

3. “Good design is as little design as possible.”
- Dieter Rams

4. PROBLEM SOLVING
A little bit of design helps solve problems quickly.

7. I’M NOT THE ONLY USER
You can’t design only for yourself.

8. DON’T DISRUPT WORKFLOW
What seems better for you,
could be worse for someone else.

10. MY SIMPLE SOLUTION

12. USER FEEDBACK

13. “I can never remember if the sticker is for
the coffee or the toaster. It drives me crazy.”
- Mindy (wife, mother of two, not a morning person)

14. ITERATE AND IMPROVE

16. DESIGNED
…but not designed.

17. IT’S MISSING THE PRETTY

18. “Design makes what feels complex simpler, and
what is simpler feel richer.”
- John Maeda

19. THE SWEET SPOT OF
SIMPLICITY & EXPERIENCE

20. SIMPLE EXPERIENCES
Help us get what we want & need effortlessly.

22. IT’S ALL ABOUT CONTENT
Experience. Stories. Understanding.

23. CONTENT WINS
Parallax Scrolling, not so much.

24. “Freely distributed information that’s relevant to
the person reading it. That’s web design.”
- Dan Cederholm, SimpleBits.com

25. CONTENT IS VAST

26. “Content is anything that adds value to the reader’s life. It
can add value by making them smarter, making them
laugh, making them do their job better, rush to their child
to share the video, make a contribution to a charity”
!
- Avinash Kaushik, Google

28. GOOD CONTENT MAKES US FEEL SOMETHING

31. GOOD CONTENT MAKES US PART OF SOMETHING

32. WE DO A LOT FOR THE CONTENT WE WANT

33. WE DO A LOT FOR THE CONTENT WE WANT

34. WE DO A LOT FOR THE CONTENT WE WANT

35. WE DO A LOT FOR THE CONTENT WE WANT

36. WHERE DO YOU GET YOUR CONTENT?

39. CREATING AN EXPERIENCE
The unique story of your content.

40. LET’S TALK ABOUT MUSIC

45. Arcade Fire Discography
Funeral
Neon Bible
The Suburbs
Reflektor

51. GET YOUR STORY STRAIGHT
The best content tells the right story, right away.

52. WHAT IS WEB HOSTING?

53. THERE ARE OVER
40,000
WEB HOSTING COMPANIES
IN YOUR CITY THERE IS
ONE
POWER COMPANY

54. + approximately 39,994

56. tough
metallic
dismissive
machine-like
elitist
elegant
conditioned
inviting
human
approachable
Media Temple then Media Temple now

57. vs.
PERSONIFICATION

58. vs.
THE ARMY BEHIND YOU

59. MESSAGE DIVERSITY v.
MESSAGE DISCIPLINE
Tell unique stories, not just the same story.

66. “The features for the price - but also your site
design and blog posts - appealed to my sense of
design aesthetic and seemed to be interesting,
useful articles. Gave me a sense of
professionalism that I liked.”
WHAT THEY’RE SAYING

68. A TRUE REFLECTION OF
OUR COMPANY’S STORY
The shining star of the redesign

71. GROWING A COMPANY
“will you redesign our website for us?”

72. X

73. LET’S TALK ABOUT TOTE BAGS

79. CREATING THE NEW MAPTOTE

80. Brand Characteristics
!
Made in Brooklyn
Creative
Design Studio
Stylish
Everyday Products
The Perfect Gift
For Women and Men
Accessible

81. There’s a Maptote for everyone.
Regardless of who you are, what you do, or where you live there’s a Maptote for you.

82. Three Pillars
Everyday Chic The Perfect GiftCreative Studio

83. Creative Studio

84. Everyday Chic

85. The Perfect Gift

86. Photo shoots - becoming a lifestyle brand

88. X

89. X

90. SiteMap
Cities Tote Bags* Travel Pouches* Wine Totes Home Goods Kids & Baby Accessories
US
Europe
Asia
Grocery
Everyday (black)
Hobo (natural)
Hobo (black)
Mini
Denim
Organic
Beach
Dopp Kit
Pencil Pouch
Make-up Pouch
Change Purse
Single Bottle
Double Bottle
Cloth Napkins
Alphabet Prints
Calendars
Note Cards
Onesies
T-shirts
Buttons
Company Press Stores Custom Contact Newsletter
Our Story
News Blog
Blogs
Magazines
Television
US
International
Business
Personal
Information
Twitter
Facebook
Instagram
Pinterest

97. WHERE DO WE GO FROM HERE

98. YOUR BIG SPARK IS NOT A WIREFRAME
It’s a story. It’s a solution. It’s an experience.

99. THANK YOU
@jonsetzen
jonsetzen.com