1.
we’re all designers
paul klipp
kanbanery.com

2.
The year is 2008
an exciting startup launches
Suddenly, it’s possible to use a mobile phone to:
• “check in” at a bar, pub, restaurant
• let your friends know where you are
• find great new places based on friends’ recommendations
• find tips left by others like the best dessert or the wifi password

3.
this slide intentionally left blank

4.
This slide
intentionally left
with a guinea pig

5.
A/B testing is terrific for choosing between
simple options
Sorry, Lucek :(

6.
Version B consistently beats the control
by almost 4%

7.
“If you cannot
measure it, when you
cannot express it in
numbers, your
knowledge is of a
meagre and
unsatisfactory kind.”
-Lord Kelvin

8.
and again with the guinea pig

9.
Kodak invented the first
digital camera in 1972
They knew a revolution was coming

10.
But, they assumed the purpose of the camera was to put pictures on the wall
Thank you to Tricia Wang for this story

11.
design-led
research-led
expert
mindset
participatory
mindset

12.
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17.
CC BY 2.0 Rosenfeld Media
In person
Remote

18.
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19.
CC BY 2.0 Rosenfeld Media
card sorting

20.
CC BY 2.0 Rosenfeld Media

21.
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22.
paper
digital

23.
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24.
CC BY 2.0 Rosenfeld Media

25.
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26.
https://www.flickr.com/photos/cannedtuna (CC BY-NC-ND 2.0)

27.
I’m 57 years
old and I’m
Director
Comercial for
a big company
in Colombia
26 year old marketing project
manager in the high tech industry
I am a Senior
Component
Engineer who likes
to stay fit.
49 year old CEO
of a Financial
Securities Firm
I
am
26,
I
am
French,
lives
in
Germany,
I
am
a
Ruby
Developer I'm 25 year old UX Designer who
likes reading and watching movies.
56 Owner of a
big dental
practice
Director of Finance
into Crossfit
28 year old beautiful,
African, God-fearing girl
I am a
photography and
music lover
I not write
english very
good
Male, white, 39, fat,
balding, wearing a big
bang theory tshirt.

28.
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29.
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Surveys

30.
because context matters
go to them

31.
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32.
https://www.flickr.com/photos/ant_3000/ (CC BY-NC-ND 2.0)

33.
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Testing
Personas
Behavior
Logging
“diary
study"
Competitor
Analysis
Client
Interviews
Traffic
Analysis
User
Surveys

34.
please look at me when I’m talking to you

35.
where ideas come fromHiPPO - Highest Paid Person in the Office

36.
www.flickr.com/photos/vegaseddie (CC BY 2.0)

37.
just because cats get too much attention already
www.flickr.com/photos/giuvanpelt (CC BY-NC-ND 2.0)