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DESIGNING SUCCESS 
7 Keys to Building a Great Product Design Culture 
By Mark Opland, Chief Creative Officer 
September 11, 2014
1 
CREATE A 
PLAN FOR 
SUCCESS
1 CREATE A PLAN FOR SUCCESS 
A designer is a planner with an 
aesthetic sense. 
7 Keys to Designing Success 
3 
“ ” 
- Bruno Munari
7 Keys to Designing Success 
4 
1 CREATE A PLAN FOR SUCCESS 
Define your vision for success and 
how you plan to get there.
7 Keys to Designing Success 
5 
1 CREATE A PLAN FOR SUCCESS 
Always have a process, but don’t be 
dogmatic about it. When things 
change, let your process adjust so 
you can keep moving forward.
2 
RESEARCH 
EARLY AND OFTEN
Minimize the amount of time you’re 
pursuing the wrong hypothesis. 
The more wrong paths you can 
figure out quickly, the sooner you’ll 
find the right path. 
7 Keys to Designing Success 
7 
- Jeff Gothelf 
“ 
” 
2 RESEARCH EARLY AND OFTEN
7 Keys to Designing Success 
8 
2 RESEARCH EARLY AND OFTEN 
Test your ideas early and often 
throughout the product design 
process.
7 Keys to Designing Success 
9 
2 RESEARCH EARLY AND OFTEN 
Moderated usability studies are great, 
but don’t discount lean methods. 
Even something as simple as a well-timed 
conversation can uncover 
valuable insights.
3 
DESIGN AS 
A TEAM
The teams that make everyone 
part of their design process benefit 
from getting the different 
viewpoints in place faster. Inclusive 
teams produce better results. 
7 Keys to Designing Success 
11 
- Jared Spool 
“ 
” 
3 DESIGN AS A TEAM
7 Keys to Designing Success 
3 DESIGN AS A TEAM 
12 
Include those from other disciplines 
and backgrounds early in the process.
7 Keys to Designing Success 
3 DESIGN AS A TEAM 
13 
Account for diverse business needs 
by facilitating workshops or sitting 
down one-on-one with stakeholders.
4 
FOCUS ON 
THE NEEDS
Design must reflect the practical 
and aesthetic in business but 
above all…good design must 
primarily serve people. 
7 Keys to Designing Success 
15 
- Thomas J. Watson 
“ 
” 
4 FOCUS ON THE NEEDS
7 Keys to Designing Success 
4 FOCUS ON THE NEEDS 
16 
Take your time to understand the 
problem: the challenges faced by 
customers, the business case and the 
constraints of the solution space.
7 Keys to Designing Success 
4 FOCUS ON THE NEEDS 
17 
Consider using group methods that 
help establish priorities and focus on 
tackling the most important issues first.
5 
KNOW YOUR 
CONSTRAINTS 
Photo by Billie Hara available under CC
Here is one of the few effective keys 
to the design problem — the ability 
of the designer to recognize as many 
of the constraints as possible — 
his willingness and enthusiasm for 
working within these constraints. 
7 Keys to Designing Success 
19 
- Charles Eames 
“ 
” 
5 KNOW YOUR CONSTRAINTS
7 Keys to Designing Success 
5 KNOW YOUR CONSTRAINTS 
20 
Don’t feel bound by your constraints. 
Force yourself to try new things and 
experiment.
7 Keys to Designing Success 
5 KNOW YOUR CONSTRAINTS 
21 
Use constraints to your advantage 
by letting them focus your design 
efforts.
6 
COMMUNICATE 
BY TOUCH
To design is to communicate 
clearly by whatever means you 
can control or master. 
7 Keys to Designing Success 
23 
- Milton Glaser 
“ 
” 
6 COMMUNITCATE BY TOUCH
7 Keys to Designing Success 
6 COMMUNITCATE BY TOUCH 
24 
Don’t skip out on sketching. 
Good solutions can be clearly shown 
on whiteboards and scrap paper.
7 Keys to Designing Success 
6 COMMUNITCATE BY TOUCH 
25 
Use prototypes as a cost-effective 
way to test your assumptions and 
uncover issues you may not have 
considered.
7 
STAY INSPIRED
The ones who are crazy enough to 
think they can change the world, 
are the ones that do. 
7 Keys to Designing Success 
27 
- Anonymous 
“ 
” 
7 STAY INSPIRED
7 Keys to Designing Success 
7 STAY INSPIRED 
28 
Have a builder mentality. Enjoy 
creating new things and be energized 
by the creative process itself.
7 Keys to Designing Success 
7 STAY INSPIRED 
29 
Remember to harness your creativity 
to build products and services that 
enrich peoples’ lives.
THANK YOU 
MARK OPLAND 
Chief Creative Officer 
mark@comradeagency.com 
510.277.3400 x712 
www.comradeagency.com

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Designing Success: 7 Keys to Building a Great Product Design Culture

  • 1. DESIGNING SUCCESS 7 Keys to Building a Great Product Design Culture By Mark Opland, Chief Creative Officer September 11, 2014
  • 2. 1 CREATE A PLAN FOR SUCCESS
  • 3. 1 CREATE A PLAN FOR SUCCESS A designer is a planner with an aesthetic sense. 7 Keys to Designing Success 3 “ ” - Bruno Munari
  • 4. 7 Keys to Designing Success 4 1 CREATE A PLAN FOR SUCCESS Define your vision for success and how you plan to get there.
  • 5. 7 Keys to Designing Success 5 1 CREATE A PLAN FOR SUCCESS Always have a process, but don’t be dogmatic about it. When things change, let your process adjust so you can keep moving forward.
  • 6. 2 RESEARCH EARLY AND OFTEN
  • 7. Minimize the amount of time you’re pursuing the wrong hypothesis. The more wrong paths you can figure out quickly, the sooner you’ll find the right path. 7 Keys to Designing Success 7 - Jeff Gothelf “ ” 2 RESEARCH EARLY AND OFTEN
  • 8. 7 Keys to Designing Success 8 2 RESEARCH EARLY AND OFTEN Test your ideas early and often throughout the product design process.
  • 9. 7 Keys to Designing Success 9 2 RESEARCH EARLY AND OFTEN Moderated usability studies are great, but don’t discount lean methods. Even something as simple as a well-timed conversation can uncover valuable insights.
  • 10. 3 DESIGN AS A TEAM
  • 11. The teams that make everyone part of their design process benefit from getting the different viewpoints in place faster. Inclusive teams produce better results. 7 Keys to Designing Success 11 - Jared Spool “ ” 3 DESIGN AS A TEAM
  • 12. 7 Keys to Designing Success 3 DESIGN AS A TEAM 12 Include those from other disciplines and backgrounds early in the process.
  • 13. 7 Keys to Designing Success 3 DESIGN AS A TEAM 13 Account for diverse business needs by facilitating workshops or sitting down one-on-one with stakeholders.
  • 14. 4 FOCUS ON THE NEEDS
  • 15. Design must reflect the practical and aesthetic in business but above all…good design must primarily serve people. 7 Keys to Designing Success 15 - Thomas J. Watson “ ” 4 FOCUS ON THE NEEDS
  • 16. 7 Keys to Designing Success 4 FOCUS ON THE NEEDS 16 Take your time to understand the problem: the challenges faced by customers, the business case and the constraints of the solution space.
  • 17. 7 Keys to Designing Success 4 FOCUS ON THE NEEDS 17 Consider using group methods that help establish priorities and focus on tackling the most important issues first.
  • 18. 5 KNOW YOUR CONSTRAINTS Photo by Billie Hara available under CC
  • 19. Here is one of the few effective keys to the design problem — the ability of the designer to recognize as many of the constraints as possible — his willingness and enthusiasm for working within these constraints. 7 Keys to Designing Success 19 - Charles Eames “ ” 5 KNOW YOUR CONSTRAINTS
  • 20. 7 Keys to Designing Success 5 KNOW YOUR CONSTRAINTS 20 Don’t feel bound by your constraints. Force yourself to try new things and experiment.
  • 21. 7 Keys to Designing Success 5 KNOW YOUR CONSTRAINTS 21 Use constraints to your advantage by letting them focus your design efforts.
  • 23. To design is to communicate clearly by whatever means you can control or master. 7 Keys to Designing Success 23 - Milton Glaser “ ” 6 COMMUNITCATE BY TOUCH
  • 24. 7 Keys to Designing Success 6 COMMUNITCATE BY TOUCH 24 Don’t skip out on sketching. Good solutions can be clearly shown on whiteboards and scrap paper.
  • 25. 7 Keys to Designing Success 6 COMMUNITCATE BY TOUCH 25 Use prototypes as a cost-effective way to test your assumptions and uncover issues you may not have considered.
  • 27. The ones who are crazy enough to think they can change the world, are the ones that do. 7 Keys to Designing Success 27 - Anonymous “ ” 7 STAY INSPIRED
  • 28. 7 Keys to Designing Success 7 STAY INSPIRED 28 Have a builder mentality. Enjoy creating new things and be energized by the creative process itself.
  • 29. 7 Keys to Designing Success 7 STAY INSPIRED 29 Remember to harness your creativity to build products and services that enrich peoples’ lives.
  • 30. THANK YOU MARK OPLAND Chief Creative Officer mark@comradeagency.com 510.277.3400 x712 www.comradeagency.com