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VITALYM.GOLOMB|@VITALYG
DESIGNFORSTARTUPERS
JULY11TH,2014
+Investor
C E E D . V C
K E E N P R I N T. C O M
“Artislikemasturbation.Itisselfishand
introvertedanddoneforyouandyoualone...
...Designislikesex.Thereissomeoneelse
involved,theirneedsarejustasimportant
asyourown,andifeverythinggoesright,
bothpartiesarehappyintheend.”
ColinWright
@colinismyname
DESIGN ≠ ART
DieterRamsINDUSTRIALDESIGNGURU
DieterRams
TENPRINCIPLES
OFGOODDESIGN
#1ISINNOVATIVE


TAKESADVANTAGEOF

NEWTECHNOLOGY
#2MAKESAPRODUCT
MOREUSEFUL


USEDICTATESFORM
#3ISAESTHETIC


ONLYWELL-EXECUTED
OBJECTSCANBEBEAUTIFUL
#4
MAKESAPRODUCT
UNDERSTANDABLE
MAKESAPRODUCTTALK
#5ISUNOBTRUSIVE


NEUTRAL,OPENTO

USERSELF-EXPRESSION
#6ISHONEST


DOESN’TMAKEPROMISES
THATCANNOTBEMET
#7ISLONGLASTING


FASHIONABLEDESIGN

DATESQUICKLY
#8ISTHOROUGH


LEAVESNOTHINGTOCHANGE,
DOWNTOTHELASTDETAIL
#9
ISENVIRONMENTALLY-FRIENDLY
USESONLYWHATISNEEDED
#10
ISASLITTLEDESIGNASPOSSIBLE
SIMPLEANDPURE
AND NOW SOME
BAD DESIGN...
CONSISTENT
PORSCHE911
50YEARS-7GENERATIONS
howimportant
isperception?
trustuswithyour

bankinglogins
60-80%markupon
dirt,oil,wax,andfragrance
sohowmuchis
“design”worth?
+100-350%
+200-400%
+100-500%
+800-1000%
+200-5600%
“Designisnotjust
whatitlookslike.
Designishowitworks.”
SteveJobs
INTERFACE
LOGIC
99%OFTHEWORLDDOESNOTUNDERSTAND
THEMAGICOFPROGRAMMING
YOURAPPLICATION
DATA
INTERFACE
HOWUSERSSEEIT
MAGIC
“Asfarasthecustomeris
concerned,theinterface
istheproduct.”
JefRaskin
CreatorofAppleMacintosh
designdisciplines
GRAPHICDESIGN
BRANDING
ILLUSTRATION
TYPOGRAPHY
IMAGEMANIPULATION
userexperience
GRAPHICDESIGN
PSYCHOLOGY

KNOWLEDGEOFMEDIUM
SENSEINTENT
VISUALBY:ENVISPRECISELY
BASEDON:THEDISCIPLINESOFUSEREXPERIENCEBYDANSAFFER
ui/visual
SUBSETOFUX&
GRAPHICDESIGN
DESIGNPRINCIPALS
FORGIVENOS
SURFACEFUNCTIONALITY
front-enddeveloper
DESIGNEYE
EXECUTEUX/UI
BRIDGETOENGINEERING
marketing
COPYWRITING
SALES
VOICEOFTHECUSTOMER
UI/VISUAL FRONT-ENDDEV.GRAPHICDESIGN USEREXPERIENCE MARKETING
“Gooddesignisobvious.
Greatdesignistransparent.”
JoeSparano
@joesparano
user-centricdesign
NOSUCCESSFULPRODUCTHAS
EVERCOMEOUTOFAFOCUSGROUP
"IfIhadaskedpeoplewhat
theywanted,theywould
havesaid‘fasterhorses’."
HenryFord
designsuccess
formula...
Vision
+
Feedbackfromcustomers/users
+
Culture(consistency&expectations)
+
Techniques
JaredSpool
@jmspool
Unintentional
Unintentional self genius
activity-
focused
designdriven
Development
designgoesfirst
PROBLEM
DEFINITION
WIREFRAMES
+PROTOTYPES
USER
INTERFACE
DESIGN
ARCHITECTURE
APPLICATION
DEVELOPMENT
FRONT-END
DEVELOPMENT
MARKETING
CUSTOMER
FEEDBACK
RINSE&REPEAT
“Designisintelligencemadevisible.”
DonNewgren
Artist
definetheproblemandlet
designersdotheirjobs
workingwith
designers
whatdo
designersneed?
hint:
it’snotmoremoney
InterestingProblems
CreativeEnvironment
ASeatatTheTable
main ingredient: team
BUSINESSwith domain expertise
DESIGN ENGINEERING
balanced startup team
designiscore
DESIGN//BUILD//FUND
www.startupaddventure.co
@EUVenturesummit
want the slides?
follow @vitalyg

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