10things

Jason PutortiDesigner in Residence

Follow me @novaurora

10 things you need to know about design

Who am I?

Design can change businesses

Design is more than pretty pictures

Talks benefits not features

Thinks in flows not screens

Doesn’t make the user think

Starts with a great story

Uses design as a lever

Gets out of the office

Has a bible

Repeats & refines

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What is design?

A Great Design

Process

Great Design

Design can change businesses.

1What is design?

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% increasein clicks


2What is design?

Design thinkingThe essential ability to combine empathy, creativity and rationality to meet user needs and drive business success.

User experienceHow 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 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

Your brand is how customers feel about

you


3Great design...

Understand your money

20 colorful configurable charts and

graphs

vs

Remove your personal data from the web

Comprehensive fuzzy-matching

algorithm locates your records

vs


4Great design...

Log In

1. User enters email address into email field.

2. User enters password into password field.

3. User clicks Log In button.

4. System validates login information. If okay, User is taken to Overview page.

Take note of task flows in your product


5Great design...

ObviousRequiresThought

“Is that a button?”Click!

“Is this what I want? Should

I keep looking?”Click!

Make it obvious what’s clickable.

People don’t read,they scan

Minimize noise

Omit needless words

Users pick the first reasonable option.

You can’t make everything self

evident.


6A great design process...

“Does everyone on your team know what the experience will be like

interacting with your offerings five years from now?”

How would it work if it were human?

How would it work if it were magic?

“Because everyone on the team has the same vision, they are all on the

same page for what it takes to succeed.”

M A R K E T I N G

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

B U S I N E S S D E V E L O P M E N T

Align your revenue with valuable and legitimate user tasks.

B R A N D

Negative interactions drive negative social media.

M A R K E T I N G + P R

“No amount of money can buy the media to fix a boring product.”

Gets the teamout of the office


“In the last six weeks, have your team members spent at least two hours

watching people experience your product or service?”

Has a bible


Trust & Credibility

Startup Brand czar

Larger company style guide

Repeats & Refines


Allot product cycles to improvement

“In the last six weeks, have you held a celebration of a recently introduced

design problem?”

Design can change businesses







Gets out of the office

Has a bible

Repeats & refines

1

2

3

4

5

6

7

8

9

10

What is design?

A Great Design

Process

Great Design

10things

Design

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