Design is the Business

Why good design matters

tweet me questions @putorti

Where to focus What makes a great process

Why good design mattersIII

“Design is the rendering of intent.”

http://www.uie.com/articles/design_rendering_intent/

User Research Market Opportunity Vision

http://www.uie.com/articles/design_rendering_intent/

FINDING INTENT

Wireframes Prototypes Process

RENDERING INTENT

userneeds

businessgoals

Where to focusIII

Technology Features Experience Integration

https://www.uie.com/brainsparks/2007/07/17/the-market-maturity-framework-is-still-important/

Depends on your market / competition



Where is your market?



Product Design: Create a product that solves a problem or satisfies a desire.

http://www.wired.com/2015/05/google-ventures-not-every-product-needs-beautiful/

TECHNOLOGY

FEATURES

Interaction Design: Make it easy to understand and use.

Visual Design: Beautiful product and brand.EXPERIENCE


Product only

1995: Technology Market

http://thegongshow.tumblr.com/image/345941486

2015: Experience Market


http://thegongshow.tumblr.com/image/345941486


Product first, Interaction and Visual later

Product first2010: Technology market

Product, Interaction and Visual

2015: Experience market, more competition

Product, Interaction and Visual

Experience market, heavy competition

What makes a great processIII

1. Have a great story

Who is your customer?

• Have open-ended conversations to develop empathy • Find needs, pain & behaviors • What will help you make a design decision? • Test hypotheses

What is her problem?

Why you vs. a competitor?

When will you launch?

How will you solve the problem?

“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.”

Positioning: The Battle for your Mind by Al Ries and Jack Trout


2. Know the entire journey, but choose

where to focus

DISCOVERY COMPOSE & SHARE NOTIFICATIONS

ANSWERS, INSIGHTS

ACTION

DISCUSSIONS, DECISIONS, PROPOSALS

Blake just posted a video in your Super Awesome group

Mike, Jason, and John haven’t voted yet.

Blake sees something he really wants his friends’ opinions on. He hits share, pulls up the iOS share sheet, and taps on the brigade icon to share that content to a specific group

He shares it to the Super awesome group, where his friends are. Rich embed has everything his

friends needs to fully understand the content, and have an opinion. Push, icon badge, in app notifications

make sure his friends see that he posted something. Immediately.

His friends see it, a heated discussion builds...

Surprised with the amount of passion on this topic coming from both sides, Blake (or anyone) decided to do a vote internally for the group.

Blake proposes it to the group, letting the group decide whether they would like to commit to taking action.

Seeing that most people agreed that tech shuttles are bad, Blake did a quick search on Brigade and found an appropriate campaign and action. Finally people’s votes are all

calculated and people in the group are now able to see how they compared to their peers.

People begin to discover that not everyone voted the same, they were curious about each other’s reasoning, and began to post more and shared more content into the group. Each trying to convert the other side.

Everyone commits and signs the petition.

People saw who voted, who didn’t vote, and because people cared so much about the topic, they reminded each other to vote so they could see where everyone stands on the issue.

While chatting in the super awesome group, Blake remembers there’s this one video he really wants to share with his friends and seearches for it.

The discussion is heated, they decided to find someone with more knowledge to this. So they went and invited a person to the group that was suggested by Brigade because of her knowl-edge on the subject.

Joan gets a request to join the group chat

Joan leaves her 2 cents, suggests a campaign and action for the group, and leaves.

Jason just took an action on stopping housing speculation.

Without prompting, a member just happened to be taking actions, and the rest of the group was notified. The group now is able to click thru and find out what Jason did

credit @shaykevin


Mental Models by Indi Young

Behaviors, Philosophies,

Feelings

Ways to Support “Towers” / Business

Opportunity


What’s the context?

• Understand when your product is not being used • What happens in the gaps? What changes? • Mobile vs. desktop • How are you handling interruptions?

3. Validate assumptions, learn cheaply,

lower your risk

[The design process] is about designing and prototyping and making. When you separate those, I think the final result suffers.

JONY IVE

“

credit @shaykevin


http://davewrightjr.com/work-npr-planet-money.html


http://www.galynbunnell.com/humm/


https://marvelapp.com/explore/331930/mondo-conversation/


intuitive if user pauses, but can answer when you ask “what do you think it does?”

obvious when a user is comfortable, moves through, meets expectations

poor if none of above or desirable by the user; consider onboarding, or scrapping

Interactions are:

try existing patterns first, innovate where necessary

4. Use visual to affect brand,

build trust, connect emotionally

The thing that people don’t understand is that the only way you can be successful with your branding is if you have a great product to sell.

If people go home and aren’t happy, that won’t work. Your product has to stand up for itself.

P. DIDDY

“

5. refine(refine(product));

Have a feedback mechanism: App Reviews, NPS, Intercom, Social

Listen to customers, but don’t always take literally. Silent majority.

Validate hypotheses. Remember your vision

Learn to love failure; make frequent, small improvements.

Kill a feature, see if anyone cares.

Why good design matters

tweet me questions @putorti

Where to focus What makes a great process

Design is the Business

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