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Design MattersHow to achieve a stellar user experience

DesignForUseNishant Jain

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What is Good Design?

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Useful

EngagingUsable

The optimal balance ofUsefulnessEase-of-useEmotional Appeal

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Ten Design Commandments by Dieter Ramshttp://startupsthisishowdesignworks.com/

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What’sDesirable

?

What’s Possible?

What’s Viable?

The 3 Constraints

Larry Keely, Doblin Group, among others

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What’sDesirable

?

What’s Possible?

What’s Viable?

The 3 Constraints

Business: What can I bear?

• How much can we sell it for?• How much can it cost?• Is there an acceptable RoI?

Larry Keely, Doblin Group, among others

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What’sDesirable

?

What’s Viable?

The 3 Constraints

What’s Possible?

Technology: What can I do?

• With my technology?• With regulatory

constraints?• With business constraints?

Larry Keely, Doblin Group, among others

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8/32UI/UX, Front-End Designers & Hackers

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What’sDesirable

?

What’s Possible?

What’s Viable?

The 3 Constraints

Design: What should I do?

• Who are my users?• What are their needs?• What is their mental model?

Larry Keely, Doblin Group, among others

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9/32UI/UX, Front-End Designers & Hackers

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1

Design is a ProcessIt is not just an input to the development process, it is a process in

itself.

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User Centered Design

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The Problem

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Who?

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Why?

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Hypothesis (Prototype)

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Validate Hypothesis

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2

A Designer on the Core TeamGet a designer or a design advisor on your team from day 1.

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airbnb

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Square

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Path

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3

A Shift from Product to Experience

Focus on delighting the user and the product will achieve greatness.

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Diamond Rio (1998)

First MP3 Player

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iPod (2001)

Most Successful

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The Experience

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Extending the Experience

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4

Good Design is IterativeYou can never get it right the first time, and seldom on the second

try.

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Several quick design iterations are better than fewer longer ones.

“ ”

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www.37signals.com/svn/archives2/the_long_road_to_simple_creating_debating_and_iterating_add_an_event.php

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5

Measure RoI from DesignTest early and often.

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Some Measuring Techniques

Guerilla Usability Testing

Web Analytics

A/B Testing Surveys

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1 Design is a process

2 A designer on the core team

3 A shift from product to experience

4 Good design is iterative

5 Measure RoI from design

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Thanks!Questions or Comments?

Nishant Jainnjain@designforuse.net