The document discusses the importance of design and emphasizes that it is not just the designer's responsibility to create good experiences for users. It outlines Jared Spool's phases of maturity from a tech focus to an experience focus. Good design involves understanding users by getting into their minds through customer empathy and understanding their user journey. Products should be tested on humans using MVPs and paper prototypes. Visual design principles like hierarchy, white space and icons are also important to create aesthetically pleasing designs that are intuitive to use. The key message is that technology alone is not enough and design must solve problems for and resonate with users.

1. DESIGN ISN’T
THE DESIGNER’S
RESPONSIBILITY
Because anybody can create awesome experiences for users @ej_carter

2. NOT EVERYONE IS
BORN A DESIGNER
@ej_carter

3. UNDERSTANDING
YOUR USER
SOLVING
A PROBLEM
INTUITIVE AND
EASY TO USE
AESTHETICALLY
PLEASING AND
ON-BRAND
@ej_carter

4. WHY IS DESIGN
IMPORTANT ?
@ej_carter

5. Jared Spool
TECH PHASE
Maturity of marketplace @ej_carter

6. Jared Spool
TECH PHASE FEATURE PHASE
Maturity of marketplace @ej_carter

7. Jared Spool
TECH PHASE FEATURE PHASE EXPERIENCE PHASE
Maturity of marketplace @ej_carter

8. Jared Spool
TECH PHASE FEATURE PHASE COMMODITY PHASEEXPERIENCE PHASE
Maturity of marketplace @ej_carter

9. http://dms.artefactgroup.com/
Design value index @ej_carter

10. http://dms.artefactgroup.com/
Design value index @ej_carter

11. @ej_carter
“You can have the best technology
in the world but if it doesn’t resonate
with your user you’ve failed”

12. 1
1
GET INTO
YOUR
CUSTOMERS
MIND
2
TESTING ON
HUMANS
3
THE ICING
ONTOP OF
THE CAKE

13. GET INTO YOUR
CUSTOMERS MIND
The customer is always right

14. GET INTO YOUR CUSTOMERS MIND
1
CUSTOMER
EMPATHY
2
USER
JOURNEY

15. 1 CUSTOMER EMPATHY

16. THINK & FEEL
SEE
SAY & DO
HEAR
PAIN GAIN
Customer empathy @ej_carter

17. @ej_carter

18. 2 USER JOURNEY

19. SYSTEMS
PROCESS Calculate price for customer
ACTIONS Download latest calculator
QUESTIONS
Does the customer have an
existing account with us?
PAIN POINTS
Why does it take so long to
download?
HAPPY MOMENTS
Price instantly approved,
no need for escalation.
A B
User journey @ej_carter

20. User journey @ej_carter

21. Centre decisions around
solving problems for your users to
enhance their brand experience.
@ej_carter

22. TESTING ON HUMANS

23. 2 WAYS TO TEST ON HUMANS
1
USING MVP’S
2
PAPER
PROTOTYPES

24. 1 USING MVP’S

25. 2
MVPMinimum Viable Product
@ej_carter

26. 2
@ej_carter

27. @ej_carter

28. 2
@ej_carter

29. 2 PAPER PROTOTYPES

30. 3
Paper prototypes @ej_carter

31. 3
@ej_carter

32. User testing @ej_carter

33. A B
@ej_carter

34. @ej_carter

35. @ej_carter

36. THE ICING ONTOP
OF THE CAKE

37. “If something is beautiful, it may be easier to use.
People do a better job of figuring out and using a product
that looks good - an aesthetically pleasing product causes
you to relax more as you use it and also to be more
patient and more creative as you try to figure it out”.
Don Norman
Cognitive scientist

38. VISUAL DESIGN TIPS
1
VISUAL
HIERARCHY
2
WHITE SPACE
& ICONS

39. 1 VISUAL HIERARCHY

40. Visual hierarchy @ej_carter

41. 4
Number of Sites:
Active Sensors:
Active Alerts:
Total Alerts:
Energy Used:
14
44
36
51
1.056kWh
14
SITES
44
SENSORS
1.056 kWh
ENERGY USED
36
ACTIVE ALERTS
51
TOTAL ALERTS
Use fonts and layout to create hierarchy @ej_carter

42. Create hierarchy using colour @ej_carter

43. One app, one typeface family @ej_carter

44. 2 WHITE SPACE & ICONS

45. “The brain doesn’t like uncertainty,
if there is too much going on in a products
design, we may associate that confusion
with possible danger”.
Mosche Bar
Cognitive neuroscientist, Harvard Medical School
@ej_carter

46. @ej_carter

47. @ej_carter

48. Keep order and placement consistent @ej_carter

50. Jared Spool
TECH PHASE FEATURE PHASE COMMODITY PHASEEXPERIENCE PHASE
Maturity of marketplace @ej_carter

51. Jared Spool
TECH PHASE FEATURE PHASE COMMODITY PHASEEXPERIENCE PHASE
EXPERIENCE PHASE
Maturity of marketplace @ej_carter

52. Jared Spool
Maturity of marketplace
DARK AGES UX INFUSED
TECH PHASE FEATURE PHASE COMMODITY PHASEEXPERIENCE PHASE
EXPERIENCE PHASE
@ej_carter

53. TECHNOLOGY
WORKS
DELIGHTFUL &
MEANINGFUL
EXPERIENCE
LAUNCH
PRODUCT
MEETS
BUSINESS
NEEDS
@ej_carter

54. 1
GET INTO YOUR
CUSTOMERS MINDS
• CUSTOMER EMPATHY
• USER JOURNEY
2
TESTING ON
HUMANS
• USING MVP’s
• PAPER PROTOTYPES
3
THE ICING ONTOP
OF THE CAKE
• VISUAL HIERARCHY
• WHITE SPACE & ICONS

55. “You can have the best technology
in the world but if it doesn’t resonate
with your user you’ve failed”
@ej_carter

56. Emma Carter
@ej_carter
THANK YOU