This document discusses what design is from different perspectives. It defines user experience (UX) as how a product or service is used, and user interface (UI) as the interactive elements. Design involves balancing technical, commercial, human and aesthetic requirements. Good design goes beyond just visuals to include strategy, concepts, requirements and structure. Simplicity is important - it is harder to remove features than add them. Well-designed products and services can provide a competitive advantage and increased profits for companies. Design should deliver value and be a strategic part of any product or service.

1. STACKLA UNIVERSITY: DESIGN

2. SO, WHAT IS DESIGN?

3. SO, WHAT IS DESIGN?
Designers seen by Developers

4. SO, WHAT IS DESIGN?
Designers seen by Project Managers

5. SO, WHAT IS DESIGN?
Designers seen by QA

6. SO, WHAT IS DESIGN?
Designers seen by Sys Admins

7. SO, WHAT IS DESIGN?
Designers seen by Sys Admins
Notice the pattern?

8. SO, WHAT IS DESIGN?
Designers seen by Designers

9. Before we go any further…

10. UX. What it’s like for somebody to use a particular product or service.
User Experience
UX

11. UI. The layout or design of the interactive elements surrounding a product or service
User Interface
UI

12. UX ≠ UI

13. SO, WHY ALL THE CONFUSION?
“The user interface (UI) designer’s job title
is the most bamboozling of them all.”

14. OLD MATE, STEVE SAYS:
Design is not just what it
looks like and feels like.
Design is how it works.

15. Designer. Technician and artist. Develops solutions to commercial needs that
require the balancing of technical, commercial, human and aesthetic requirements.
/dɪˈzʌɪn/
design

16. DESIGN IS JUST THE TIP OF THE ICEBERG
Strategy
20%
80%
Design

17. Startup costs have dropped near zero!
SO, WHY ALL THE FUSS ABOUT DESIGN?
It’s a virtual “free-for-all”.
$
0

18. Startup costs have dropped near zero!
Source: http://blog.invisionapp.com/product-design-ecourse/
SO, WHY ALL THE FUSS ABOUT DESIGN?
It’s a virtual “free-for-all”.
$
0
Code is easy to replicate.
Technology is not the differentiator anymore.

19. THE PRODUCT AND IT’S EXPERIENCE ARE THE NEW DIFFERENTIATORS
“In a crowded space, a delightfully designed
experience is how brands stand out.”
Scott Hurff
Product @Tinder

20. DESIGN FOR DELIGHT
“You’ve got to start with
the customer experience
and work back toward
the technology—not the
other way around.”

21. Surface layer
Visual design

22. Surface layer
Visual design
Strategy
Concepts & user research

23. Surface layer
Visual design
Strategy
Concepts & user research
Scope
Requirements & content

24. Surface layer
Visual design
Strategy
Concepts & user research
Scope
Requirements & content
Structure
Site map & user flow

25. Surface layer
Visual design
Strategy
Concepts & user research
Scope
Requirements & content
Structure
Site map & user flow
Skeleton
Wireframe & prototype
“Good UX is the result of
understanding the customer…
and pursuing simplicity.”

26. SIMPLICITY SELLS
Easy is hard… the hard part is not deciding what features
to add, it’s deciding what features to leave out.

27. SIMPLICITY SELLS
Easy is hard… the hard part is not deciding what features
to add, it’s deciding what features to leave out.

28. Of the S&P 500
DESIGN & THE BOTTOM LINE
Only 15 companies = Design-led companies

29. Design-led companies have outperformed the S&P 500
by an immense 228% over the past 10 years.
Source: https://www.linkedin.com/pulse/20140819060215-182158590-the-bottom-line-value-of-design
DESIGN & THE BOTTOM LINE

30. DESIGN & THE BOTTOM LINE
Source: https://www.linkedin.com/pulse/20140819060215-182158590-the-bottom-line-value-of-design
The best businesses are wielding the potential of design
thinking to disrupt and differentiate with great success.
They’re raising expectations for beauty and utility,
empowering people and creating efficiencies in ways that
were recently only dreamed of.

31. a $1 investment in usability returns $10 - $100
DESIGN & ROI
Once in production, it costs 100 times more to fix a usability problem.
$
1= $
100
Source: https://www.linkedin.com/pulse/20140819060215-182158590-the-bottom-line-value-of-design

32. DESIGN AS STRATEGY
“Design isn’t just to make things look pretty, or even improve usability.
Design is delivering value through competitive advantage,
increased productivity and ultimately profitability.”
Jamie Skella
UX Consultant @Kloud

33. EVERY DETAIL CAN BE DESIGNED
Design is more than just the interface.
Source: http://www.smashingmagazine.com/2013/06/13-tenets-user-experience/
Robert Hoekman, Jr.
Writer, UX Strategist & Advisor
“Every detail of a company and its product says something about it.
Strategy and design ensures that these messages are put forth
with intention and purpose. Design extends into each and every
detail, and each and every detail can indeed be designed.”

34. ANY QUESTIONS?
Craig Henneberry
Design Director @Stackla
@craighenneberry