This presentation was given in late 2018 to the Artiman Ventures portfolio of companies by Managing Partner, Bennett King. This presentation is an overview of the steps that startups can do to become more design-driven, keeping their customers at the center of the product design/development process.

1. Design-Driven Products

4. WHATDOESBEINGDESIGNDRIVENMEAN?

5. Design Driven: A company that approaches all
aspects of business as a design challenge. Each
challenge is approached systematically and
holistically with the needs of the end-user in mind.

6. 8. EMPOWEREXPERIMENTATIONANDCURIOSITY.
7. LEARNTODIVERGEFIRSTTHENCONVERGE.
6. UNDERSTANDHOWTOCRITIQUERATHERTHANBECRITICAL.
5. SPREADIDEASTHROUGHCLEAR&PURPOSEFULUSERSTORIES.
4. AUTOMATEINTERNALCOLLABORATION.
3. APPROACHHOLISTICALLYBUTACTQUICKLY.
2. PROVIDEGUARDRAILSWITHDESIGNPRINCIPLES
1. UNDERSTANDNOTJUSTWHATYOURUSERNEEDSBUTWHY.
8 TENETS TO BECOMING A DESIGN DRIVEN COMPANY

7. UNDERSTANDINGYOURACTUALUSERSIS
THEKEYTOADESIGN-DRIVENPRODUCT
PRODUCT FOR THE PEOPLE

8. WHATIDEAS&FEATURESWILLUSERS
VALUEINMYPRODUCT?

9. 75
$
BILLION
PER YEAR
Estimated cost of re-work
and improving faulty
digital experiences:
LINKEDIN Abandoned IT projects cost us all-UX can save the day
Highly Design Centric
Design Centric
Somewhat Design Committed
Less Design Committed
Design Culture Scale
THENUMBERSDON'TLIE
The more you commit and
invest in design and
understanding your user’s
behaviors the bigger
your returns.
BUT WHY?

10. • More Open Organizations
• Quicker Exploration
• Increased Innovation
• User-influenced Strategic Planning
• Better Workflows & Improved Processes
• Faster Development
• Increased Product Success
BECOMINGADESIGNDRIVENCOMPANY
HASWIDER-RANGINGBENEFITS
BUT WHY?

11. BECOMINGDESIGNDRIVENINCREASES
TEAMCOHESIONANDCLARITYONTHEGOAL.

13. ORIGINAL
THESTORYOFCOINBASE
CURRENT

14. 7MILLIONNEWUSERS,42%MARKETSHAREOFUSERS
BITFINEXUSERS
BINANCEUSERS
COINBASEUSERS

15. IT’SNEVERTOO
LATETOSTART.
Waiting 43 years, Heinz finally
redesigned their difficult packets.
Heinz started selling the new design
in grocery stores.
Spotify pushes design
updates every day.
(mandated!)
THE GOOD NEWS IS

16. BECOMINGDESIGNDRIVENSTARTS
WHEREVERYOUARE.

17. DISCOVER CONCEPT BUILD EVALUATE DEPLOY
Design Research, Competitive Analysis, Market
Definition, User Needs, Journey Maps, Design Workshops,
Consensus Building
DESIGNDRIVENPRODUCTDEVELOPMENT

18. FOUNDATION
Storyboards, User Flows, Rapid Physical/Digital
Prototyping, Participatory Design, Concept Value
Testing, User-Centered Feature Prioritization
DESIGNDRIVENPRODUCTDEVELOPMENT
CONCEPT BUILD EVALUATE DEPLOY

19. Information Architecture, Content Strategy, Design
Language, Interactive Prototypes, RITE Studies,
Design Library/System, Motion Studies
DESIGNDRIVENPRODUCTDEVELOPMENT
FOUNDATION CONCEPT BUILD EVALUATE DEPLOY

20. Performance and Usability Testing, Research
Analytics, Design Iterations, Communication
Strategy
DESIGNDRIVENPRODUCTDEVELOPMENT
FOUNDATION CONCEPT BUILD EVALUATE DEPLOY

21. Marketing Content, Voice of the Customer,
Benchmarking, Customer Success Metrics
DESIGNDRIVENPRODUCTDEVELOPMENT
FOUNDATION CONCEPT BUILD EVALUATE DEPLOY

22. THEDESIGN-DRIVENPROCESSWORKSFORALL
LARGEANDSMALL.

24. New Feature Ideas, New Prioritization, Key Insights
DISCOVERY PHASE
CONTEXTUALOBSERVATIONANDCONCEPTFEEDBACK

25. New Feature Ideas, New Prioritization, Key Insights
BUILDINGCONCEPTSBYLEARNINGFROMTHEUSERS

27. 4MONTHS,B2BINTERNALSTARTUP

28. Nurses and Pharmacists were
significantly under utilizing
the BD equipment and wasting
money and meds.
HOWDOWEGET
HIGHERENGAGEMENT
WITHOURPRODUCTS“
“
ORIGINAL

29. New Feature Ideas, New Prioritization, Key Insights
BUILDINGCONCEPTSBYLEARNINGFROMTHEUSERS

30. BASEDONTHEFEEDBACK,
WEDESIGNEDAND
LAUNCHEDANALPHA
CUSTOMERPRODUCT.
85,000USERSIGN-UPS
IN THE FIRST 5 DAYS

32. INITIALCHALLENGES
-Little Prototyping
“What needs to be in this”
-No User Journeys
-Clear Product Roadmap
-Wanted to Modernize UI
“We don’t know if our
customers will find this useful"

33. Team Workshops, Whiteboard Sessions, User Flow Charts, Mock Up Creation, Rapid Prototyping
OUR PROCESS
6WEEKS,3SPRINTS

34. VOICEOFCUSTOMER

35. THERESULTS

36. “As a SaaS startup,
Griddable.io’s intuitive user
experience is one of our most
important differentiators versus
legacy players. The Konrad +
King customer-centered
concept testing and design
approach rapidly helped us turn
a great technology into a
product concept that our users
immediately love.”
Robin Purohit
CEO at Griddable.io

37. The Before

38. HERE’SHOWWEWORK.

39. Engagement Model 1
1 // One Week at a Time
We work one week at a time. You decide
whether to continue to the next week.
2 // Weekly Standup
We have a Monday standup meeting with
the Core Team to decide upon objectives,
alignment and coordination, activities and
deliverables. We have a Friday Standup
meeting with the Core Team to
present and discuss final deliverables. The
decision to continue work to the next
week is made in the Friday Standup.
3 // What We Need
You will provide a single point of
contact. You will make available the
appropriate people, resources, materials,
technologies as desired. You will
maintain the alignment of roles and
responsibilities between companies.
PLUG&PLAY

40. Engagement Model 2
1 // Three to Six Months
Full end to end engagement. Great for a
large new projects.
2 // We Join You
Our teams are fully committed you have
a Senior Designer, Project Lead, any
specialist (front end, animation,
research if needed) and then a back up
team.
3 // What We Need
You will provide a single point of
contact. You will make available the
appropriate people, resources, materials,
technologies as desired. You will
maintain the alignment of roles and
responsibilities between companies.
PARTNERSHIP

41. Let’s Talk.
ben@konradking.com
konradking.com
619.481.4517
3426 Adams Ave.
San Diego, CA 92116