Design in Startups
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Oct 31, 2015 DESIGN IN STARTUPS STARTUP CAREER DAY By Mike Chen
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Transcript of Design in Startups
Oct 31, 2015
DESIGN IN STARTUPSSTARTUP CAREER DAY
By Mike Chen
Hi, I’m Mike.
Minitheory specialises in product designWe design based on how people think and behave
Research
Competitor ResearchAnalytics
Stakeholder InterviewsGuerilla Testing
Analysis of Data, Models and Systems
Ideation & Exploration
WhiteboardingLo-fi Sketching
Paper PrototypesUser Flow and Scenarios
Design
Visual DesignUI Style Guide
Design Specifications
Prototype
Clickable wireframesInteractions + Animations
Usability Testing
Guiding principles
1. Technology should make life simpler
2. Design based on how people think, work and behave
3. Design to solve problems, not to paint pretty pictures
4. Experiment, fail fast and iterate
We want to make software simple and usefulWe love computers, but it’s unfortunate that some software makes us feel like idiots. We want to
change that. We expect software to be intuitively designed - and ultimately, useful.
Design in Startups
What is Design?
Is it about making beautiful things?
Mercury Watch by ZIIIRO. Image Credit: Fancy.com
“the products of design are just the means to an end... this implies that design is a field of outcomes and consequences more than one of artifacts.”
Excerpt From: Frank Chimero. “The Shape of Design.”
The Shape of Design by Frank Chimero. Image Credit: #incipitreadings
Creating outcomesNot creating artifacts
What we create is a means to an end
What is design?
Creating outcomes
behaviouralemotional
physiological& more...
sounds fluffy?
Behavioral outcome
Image Credit: Candy Crush Soda by King
Emotional outcome
Image Credit: Inside Out by Pixar. Article by Huffington Post.
Emotional outcome
Image Credit: Inside Out by Pixar. Article by Huffington Post.
Physiological outcome
Image Credit: Lounge Chair with Ottoman by Charles Eames
What outcomes can design create for startups?
Imagine for a minute you run an ecommerce startup
Behavioral outcome
Find a specific product easily
Browse if not sure what to buy
Checkout and buy
Behavioral outcome
Checkout and buy
Ka-ching!
Emotional outcome
Familiar logos/designs
Create trust
Emotional outcome
Removing friction
Encourages impulse buys
Sign upInvite friends
Enter credit cardLog in everyday Facebook!
And the list goes on...
How do we create these outcomes?
Jump into Photoshop?
Image credit: Adobe
Run experiments!
Image credit: RCA Records
Run experiments!
Image credit: RCA Records
Expected OutcomeHypothesis
Run the Experiment
Feedback & ResearchAnalysis
Create the PrototypeMVP
Lean UX. Jeff Gothelf
Becoming a Lean UX Guru. Startitup.
Is the problem painful enough? Does my solution solve it?
Different outcomes needed at different stages of a startup
Learn about your users goals and pain points through user research
Resources for user research “Just Enough Research” by Erika Hall, “Interviewing Users” by Steve Portigal
A persona summarises similar behavioural patterns
Pain point:Wine is inaccessible for beginners
Solution?
A personal transportation that “will be to the car what the car was to the horse and buggy”
Reality● slower than a bicycle● but much more expensive● can’t be ridden on the road● can’t be put in a car/bus/train● people got laughed at for
riding on it
It didn’t fit into people’s lives, and didn’t solve problems people had.
The Segway
Lean UX Week. Luxr
Rapid prototypes test market assumptions, and use customer feedback to evolve the design faster and reduce waste.
Make your ideas real… Really fast!
And the fastest tools:
Example Usability Test with a Paper Prototype. Blue Duck Labs
Prototyping for Elmo’s Monster Maker iPhone App. IDEO. Projectors and pico projectors can be used to manipulate the environment.
Google glass was prototyped in a day using a pico-projector, chopsticks and a coat hanger.
No programming skills or software? Simply edit your drawings as an animated movie.
Helpful Rapid Prototyping Methods and tools to bring Digital Ideas to Life Fast. Chief Disruption Officer
Work ugly, quick and dirty.Get out and test it
Ugly?
WTF?
Lean UX Week. Luxr
THINK
release
MAKErelease
MAKE
release
MAKE
time
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Lean UX Week. Luxr
Ris
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time
RESEARCH PROTOTYPING VISUAL
VISUALPROTOTYPING
“UX/UI”
REALITY
COPYRIGHT INFORMATION
All materials belong to their respective copyright owners. Despite my best efforts to attribute, if there’s anything you’d like to change, please contact mike at minitheory.com.
These slides are distributed under the Creative Commons Attribution-NonCommercial-ShareAlike license.
This means you can remix, tweak and build upon these slides and distribute them for non-commercial purposes (such as teaching), as long as you give credit and license your new creation under identical terms.
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