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From Business to Buttons by Pierre Harlé
The document discusses the importance of storytelling in product design, highlighting how successful products emerge from overcoming hurdles, exemplified by the development of the iPhone. It emphasizes the need for designers to understand user journeys and manage expectations, as illustrated by Airbnb's user experience. Additionally, it touches on ethical considerations in design, urging designers to be aware of the societal impacts of their work.
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From Business to Buttons by Pierre Harlé
- 1. Stockholm | April27, 2017 Pierre Harlé
- 2.
- 3. Donna Lichaw 3 Story first Createproducts that engage @dlichaw
- 4. BACKELITE 4 How towrite a story 1.A character with a goal. 2.There’s an unexpected event! 3.Hurdles… 4.A dragon arrives! 5.The hero is victorious. 6.He comes back home, but changed, improved. 7.The end.
- 5. 5 This is theresult of a story if it stopped after the first hurdle. In the beginning, users had two devices : a phone and an iPod. Apple’s first idea was to include a phone “app” in the iPod. They even filed a patent (left). If they had stopped at this first hurdle, we’d never have had the iPhone. www.google.com/patents/US20070152979
- 6. Comment Steve Jobsa créé l’iPhone : 14.09.17 BACKELITE 6 An iPod with a phone The iPhone Hurdles (like the previous page’s horror)
- 7. 7 Theory Why do welike stories? https://youtu.be/cwnndX4mbs0?t=17m22s
- 8. We make ordinarypeople the heroes of their own lives… “We are in the business of creating heroes.”
- 9. 1. Who ismy hero? 2. What is their big goal? 3. How is what I am building going to help them meet their goal?
- 10. More : 1. Thetalk: https://www.youtube.com/watch?v=cwnndX4mbs0 2. Article from Donna Lichaw forAListApart: alistapart.com/article/the-users-journey 3. A very good article about iPhone’s conception: https://www.theverge.com/2017/6/13/15782200/one-device-secret-history-ipho ne-brian-merchant-book-excerpt
- 11. Katie Dill 11 When UX goesoffline Director of Experience Design at Airbnb @lil_dill
- 12. 12 Lufthansa’s UX 1. Booka flight
- 13.
- 14. 14 United’s UX 1. Booka flight
- 15. 15 United’s UX 2. Getdragged off the plane
- 16. 16 United 3. This isnormal, accept it.
- 18. 14.09.17 18BACKELITE Where would youlike to go?
- 19. 14.09.17 19BACKELITE When willyou leave?
- 20. 14.09.17 20BACKELITE Be ourguest for your trip.
- 21. 14.09.17 21BACKELITE With yournew avatar, find a place among our funny and lively passengers.
- 22.
- 23. 14.09.17 23BACKELITE LISTEN UP. oDrop $2 bucks in the box o Grab a set of headphones o Rock all flight long Laugh at our witty humor
- 24. 14.09.17 24BACKELITE The sameplane, but better!
- 25. 14.09.17 25BACKELITE youtube.com/watc h?v=DtyfiPIHsIg Even safetyinstructions can be fun
- 26. Virgin’s user journey DiscoverPurchase Use Assistance Share
- 28. #1 See the bigpicture
- 29. An orchestra: aconductor and musicians
- 30. Conductor Musician #1 Musician #2 Plays his part in this picture Plays hispart in this picture Has the big picture
- 31. What’s a partitionin UX? Musician #1 Partition #1 User #1 Storyboard #1
- 32.
- 33. Airbnb is theconductor, they see the big picture
- 34.
- 35. https://youtu.be/FeaUgol_ot4?t=12m Katie Dill describesa guest arriving at the host’s home. (12:00 -> 12:45)
- 36. Happiness = reality– expectations When reality is not as good as what the user expected, they are disappointed. It’s better to tell them what he’ll get instead of letting him have impossible expectations.
- 37. Airbnb make sureusers know what they’ll get
- 38.
- 39. Myspace: too muchfreedom
- 40. Facebook’s design givesusers freedom on what matters: content
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- 45. #1 See thebig picture #2 Get ahead of it #3 Set the stage #4 Keep it real #5 Arm your partners
- 46. More: 1. The talk:https://www.youtube.com/watch?v=FeaUgol_ot4
- 47. Dawn Ressel 47 Evolving design systemsfor flexibility and scale Design strategist at Intuit Design System
- 48. Before : eachIntuit product lived in its own silo. Turbotax (Taxes) Quickbooks (Accounting) Mint (Personal accounting)
- 49. 10 years ago,the cloud appeared. The cloud.
- 50. Intuit created asystem with a single source of truth. Brand elements Processes and flows Widgets Checkbox es and stuff Structural elements
- 51. This truth isdirectly in code, which updates design files as it changes. All photoshop files All sketch files Each product’s css
- 52. Eric Meyer 14.09.17 52 Engagingwith compassion Web legend and author of "Design for Real Life"
- 53. Eric’s daughter died fromcancer.
- 54. 6 month after her death,this appeared on Eric’s facebook page.
- 55. The ideal useris not your only user 5% of facebook’s users had a bad year? 5% of user becomes instantly very unsettled. (which means 50 000 000 users)
- 56. “When you aredesigning for interaction, you’re creating abstract rules to take unknown content and organize it in an unknown medium for presentation to unknown people who have largely unknown personal contexts.”
- 57. “Software is eatingthe world, and we are shaping it.”
- 58. More: 1. The talk:https://www.youtube.com/watch?v=NrieNsCB8FY 2. Eric Meyer’s book: https://abookapart.com/products/design-for-real-life 3. Microsoft inclusive design : https://www.microsoft.com/en-us/design/inclusive
- 59. Mike Monteiro 59 How tofight fascism Co-founder and Design Director at Mule Design
- 60. You chose your employer: Political. Youused a specific solution for a problem: Political.
- 61. Who’s going tobenefit from your solution? The user or the company?
- 62.
- 63. Travis Kalanick, CEO ofUber, allied Trump. (ex-)
- 64. “This is theXXIst century version of Mussolini promising to make trains run on time”
- 65.
- 66. They say theydo Architecture, not politics.
- 67. https://youtu.be/vW2moFk074Q?t=23m5s -> 23m56s “You cannotdesign a good border wall!”
- 68.
- 69. COMMENT RÉINVENTER SONDISCOURS This concludes what I learnt going to From Business to Buttons Thank you ☺ Pierre Harlé