Talk from Renaissance IO 2014 on how to make sure you’re designing your apps for the right audience. Covers Baxley’s “Universal Model of the User Interface” and designer temperaments.

1. Designing for
the Right Audience
Danielle Arvanitis

3. Plaid is the new flat
—Tim Burks

4. John Maeda, KPCB

5. Sunnyvale

14. Designing for the
wrong audience

15. Designing for ourselves

17. Designing for design peers

18. Designing for the marketing department

19. 7
11
4
avg
high
low

20. Designing for patents

21. Designing for gatekeepers & the media

26. The promise you make…

27. So…how can I
be sure to design
for the right audience?

28. Skills

29. One designer can illustrate with
ease, while another can barely
manage a stick figure. Both are
competent UX designers.
—Braden Kowitz, Google Ventures

30. Style
Layout
Manipulation
Viewing & Navigation
Task Flow
Conceptual Model
STRUCTURE
Organizational Model
BEHAVIOR
User Assistance
PRESENTATION
Text
Universal Model of the User Interface. © 2003, Robert Baxley

31. Style
Layout
Manipulation
Viewing & Navigation
Task Flow
Conceptual Model
STRUCTURE
Organizational Model
BEHAVIOR
User Assistance
PRESENTATION
Text
Universal Model of the User Interface. © 2003, Robert Baxley

32. Style
Layout
Manipulation
Viewing & Navigation
Task Flow
Conceptual Model
STRUCTURE
Organizational Model
BEHAVIOR
User Assistance
PRESENTATION
Text
Universal Model of the User Interface. © 2003, Robert Baxley

33. Style
Layout
Manipulation
Viewing & Navigation
Task Flow
Conceptual Model
STRUCTURE
Organizational Model
BEHAVIOR
User Assistance
PRESENTATION
Text
Universal Model of the User Interface. © 2003, Robert Baxley

34. Style
Layout
Manipulation
Viewing & Navigation
Task Flow
Conceptual Model
STRUCTURE
Organizational Model
BEHAVIOR
User Assistance
PRESENTATION
Text
Universal Model of the User Interface. © 2003, Robert Baxley

35. Text
VISUAL DESIGNER
Style
Layout
BEHAVIOR
User Assistance
Manipulation
INTERACTION DESIGNER
Viewing & Navigation
Task Flow
ARCHITECT
Conceptual Model
STRUCTURE
Organizational Model

36. Temperament

37. Ego-driven

38. Service-driven

39. But how do I
tell them apart?

40. A simple question

41. Listen for keywords

42. You need both!

43. Last thoughts

44. This is a great time
for design.

45. This is a great time
for design.
ERS

48. Design is a
service industry

49. Thanks!
Danielle Arvanitis
@dannyoyello
dmaux.com