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10 things you need
to know about design
      Jason Putorti
      Bessemer Venture Partners

         Follow me @putorti
#ux10
@putorti
What is   1   Design can change businesses
design?
          2   Design is more than pretty pictures
  Great   3   Talks b...
1
    What is design?


Design can change
   businesses.
I need your bank passwords.
         Trust me.
P O W E R E D b y S E R V I C E™
I’m on twitter.
You should follow me
   on twitter here.
+173% increase
   in clicks
2
     What is design?



Design is more than
   pretty pictures
Design thinking
The essential ability to combine empathy,
creativity and rationality to meet user
needs and drive business...
User experience
How your product works in the real
world, or how a person feels about using
your product.
‣ Going through the sign up flow

‣ Completing a task in the product

‣ Error message in the product
Customer experience
The sum of all interactions a customer has with
your company, positive, or negative.
‣ Going through the sign up flow

‣ Completing a task in the product

‣ Error message in the product

‣ Viewing your home p...
‣ Going through the sign up flow +5

‣ Completing a task in the product +10

‣ Error message in the product -5

‣ Viewing y...
Your brand is how
customers feel about
        you
3
   Great design...


Talks benefits
 not features
20 colorful
Understand   vs   configurable
your money         charts and
                     graphs
Comprehensive
Remove your
                vs    fuzzy-matching
personal data
                     algorithm locates
from t...
4
   Great design...



Thinks in flows
 not screens
Log In

1. User enters email address into
   email field.

2. User enters password into
   password field.

3. User clicks L...
Take note of task
flows in your product
5
   Great design...


Doesn’t make
the user think
Interaction Scale
                              Requires
Obvious
                              Thought

                  ...
Make it obvious
what’s clickable.
Or make it
discoverable.
People don’t read,
   they scan
Minimize noise
Omit needless words
Users pick the first
reasonable option.
6
A great design process...


 Starts with a
 great story
“Does everyone on your team know
   what the experience will be like
 interacting with your offerings five
          years ...
“How would it work if it were human?”
               KIM GOODWIN
“How would it work if it were magic?”
               KIM GOODWIN
“Because everyone on the team has
 the same vision, they are all on the
   same page for what it takes to
            succ...
7
 A great design process...


Uses design as a
     lever
MARKETING

“The best marketing tool you can have
  is a well-designed application.”
BUSINESS DEVELOPMENT

Align your revenue with valuable and
        legitimate user tasks.
BRAND

Negative interactions drive negative
           social media.
MARKETING+PR

“No amount of money can buy the
 media to fix a boring product.”
8
A great design process...

 Gets the team
out of the office
“In the last six weeks, have your team
  members spent at least two hours
 watching people experience your
          produ...
9
A great design process...


 Has a bible
Trust & Credibility
Startup      brand czar

Large company      style guide
10
  A great design process...



Repeats & Refines
Allot product cycles to
    improvement
“In the last six weeks, have you held a
  celebration of a recently introduced
           design problem?”
What is   1   Design can change businesses
design?
          2   Design is more than pretty pictures
  Great   3   Talks b...
People don’t read, they scan
People don’t read, they scan
People don’t read, they scan
People don’t read, they scan
People don’t read, they scan
People don’t read, they scan
People don’t read, they scan
People don’t read, they scan
People don’t read, they scan
People don’t read, they scan
People don’t read, they scan
People don’t read, they scan
People don’t read, they scan
People don’t read, they scan
People don’t read, they scan
People don’t read, they scan
People don’t read, they scan
People don’t read, they scan
People don’t read, they scan
People don’t read, they scan
People don’t read, they scan
People don’t read, they scan
People don’t read, they scan
People don’t read, they scan
People don’t read, they scan
People don’t read, they scan
People don’t read, they scan
People don’t read, they scan
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People don’t read, they scan 10 Things CEOs Need to Know About Design

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People don’t read,
they scan

Publié dans : Design
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