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Design is:A lever for businessMore than pretty picturesTalks benefits not featuresThinks in flows not screensIs intuitiveStarts with a great storySolves business problemsDevelops empathy for the userLearns cheaply before buildingRepeats and refines
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Jason Putorti VP of Design, Brigade
Follow me @putorti
10 things you need to know about design
A lever for business More than pretty pictures Talks benefits not features Thinks in flows not screens Is intuitive Starts with a great story Solves business problems Develops empathy for the user Learns cheaply before building Repeats and refines
1 2 3 4 5 6 7 8 9
10
Design is
A Great Design
Process
Great Design
A lever for business
1Design is…
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.”
dustincurtis.com/you_should_follow_me_on_twitter.html
“You should follow me on twitter here.”
dustincurtis.com/you_should_follow_me_on_twitter.html
+173% increase in clicks
More than pretty pictures
2Design is…
Design thinkingThe essential ability to combine empathy, creativity and rationality to meet user needs and drive business success.
User experienceHow a person feels about using your product.
w
ord
of
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outh
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and
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ine
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gy
resp
onse
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e
bro
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compa
tibility
stan
dard
complian
ce
WCAG-2 / section 508
compliance
colorscheme and contrast media use
graphic elements
placement
of elements
naming and
categorization
tone of voice
typography navigation
intuitiveness
structure
appropriate for
purpose
expected
information
no unexpected errors
conformity consistency
verifyability
satis
faction d
ifferen
tiatio
n
un
iquen
ess
content / presentation
separation
na
min
g
m
arke
ting
expected functionality
launch
implem
entation
graphic design
interaction design information architecture
content a
nd funct
iona
lity
use
r req
uire
men
ts
str
ategic foundation
phase
phase
phase
p
hase
production
development
conceptu
al
st
rate
gic
cust
omer
provider
experi
ence
user
VALUE
findability accessability desirability usability
cr
edib
ility
u
sefu
lnes
s
‣ Going through the sign up flow
‣ Completing a task in the product
‣ Error message in the product
Customer experienceThe 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 page
‣ Reading a marketing email
‣ Dealing with customer service
‣ Going through the sign up flow +5
‣ Completing a task in the product +10
‣ Error message in the product -5
‣ Viewing your home page +1
‣ Reading a marketing email -10
‣ Dealing with customer service -5
User experience + Customer experience =
Brand
Talks benefits not features
3Great design...
Understand your money
20 colorful configurable charts and
graphs of your spending
vs
MINT.COM
Your stuff, anywhere
1000GB of syncing cloud
storage for mobile phones, desktops, etc.
vs
DROPBOX
Accept credit cards at
2.75% + 15¢vs
Thinks in flows not screens
4Great design...
Log In
1. User enters email address into email field.
2. User presses tab, or clicks into new field
3. User enters password into password field.
4. User clicks Log In button.
5. System validates login information. If okay, User is taken to Overview page.
Is intuitive
5Great design...
When a gorilla walks into an experiment, what they say is ‘What do I do now? Where's the banana?’ S E T H G O D I N
Obvious Requires Thought
“Is that a button?”
home“Is this what I want? Should
I keep looking?”
share
Interaction Scale
Things that most people do, most often, should be prioritized first.
Things that some people do, somewhat often, should come second.
Things that few people do, infrequently, should come last.
SCOTT BURKUN
Minimize noise
Omit needless words
Users pick the first reasonable option.
dustincurtis.com/dear_american_airlines.html
Starts with a great story
6A great design process...
What Why Where When Who How
“For target customers who have a problem, our product is a new category that provides solution to that problem. Unlike the
alternatives, we have a key differentiator.”
“Does everyone on your team know what the [user] experience will be like
interacting with your offerings five years from now?”
JARED SPOOL
“How would it work if it were human?” KIM GOODWIN
“How would it work if it were magic?” KIM GOODWIN
Solves business problems
7A great design process...
Develops empathy for the user
8A great design process...
“In the last six weeks, have your team members spent at least two hours
watching people experience your product or service?”
JARED SPOOL
Learns cheaply before building
9A great design process...
Repeats & Refines
10A great design process...
Have a feedback mechanism
Allot product cycles to improvement
“In the last six weeks, has your senior management held a celebration of a
recently introduced design problem?” JARED SPOOL
“Reduction through successive refinement is the only path to
simplicity.” KEVIN MULLET / DARRELL SANO
A lever for business More than pretty pictures Talks benefits not features Thinks in flows not screens Is intuitive Starts with a great story Solves business problems Develops empathy for the user Learns cheaply before building Repeats and refines
1 2 3 4 5 6 7 8 9
10
Design is
A Great Design
Process
Great Design
