Clarity as a Design Principle: A Salesforce & AIGA meeting
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Transcript of Clarity as a Design Principle: A Salesforce & AIGA meeting
MICAH ALPERNProduct Design Director
Previously built Linkedin mobile design team, director of user experience at Yahoo!, a founding member of the IxDA, and a design lead at eBay.
Product Design Director at Medallia
in expression
in purpose
in mission
CLARITY
in expression
in purpose
in mission
CLARITY
Patterns & practices
Used consistently and repeatedly
EXPRESSION
1
2
“Looks the same, acts the same”
…predictability and clarity
Coherence & Intelligibly
CLARITYUser Perspective
Coherence & Intelligibly
User: “If I want to, then it’s probably”
CLARITYUser Perspective
Coherence & Intelligibly
User: “If I want to, then it’s probably”
Sense of Control = Confidence
CLARITYUser Perspective
http://www.useronboard.com/features-vs-benefits/%20/
Masters of attention
Construct reality
Detail and craftsmanship
“The real point of magic, is telling a beautiful lie.”
- Teller
Coherence & Intelligibly
User: “If I want to, then it’s probably”
Sense of Control = Confidence
CLARITYUser Perspective
Coherence & Intelligibly
Designer: “If I want to, then it’s probably”
Sense of Control = Confidence
CLARITYDesigner Perspective
in expression
in purpose
in mission
CLARITY
Understand your users & their needs
Set of core tasks
Design principles
PURPOSE1
2
3
Frontline report using ~10% of data
DESIGN ETHOSEmotional
Clear & compelling: Kill the complexity Take the user POV
Empathy: Prominent customer voice
“You force people to see things your way so powerfully they react audibly... they actually.. you force them to react.” - Jerry Seinfeld
“I actually think every individual is now an entrepreneur, whether they recognize it or not.” - Reid Hoffman
Presenting yourself to others
Learning about & meeting people
Being better at what you do
CONNECTING THE WORLDS PROFESSIONALS
DESIGN ETHOSMembers first
Simplify
Craftsmanship & Magic
Emotion
Data informed
in expression
in purpose
in mission
CLARITY
in expression
in purpose
in mission
CLARITY
The software we make give people control
Work on problems that matter
- to your users and to you…
MISSION1
2
“Signing with one hand
is like trying to talk with
your mouth full.”
Action → Feedback → ControlFeedback from your actions = Control over your environment
Control & Purpose => Gives life meaning
Invent the future & be mission driven
“The most terrifying fact of the universe is not that
it is hostile but that it is indifferent…
but if we can come to terms with this indifference
and accept the challenges of life within the
boundaries of death… our existence as a species
can have genuine meaning and fulfillment.
However vast the darkness, we must supply our
own light.”
- Stanley Kubrick, 1968
