Product design: How to create a product
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It’s NOT about the features, stupid ! Alex Barrera (@abarrera) IDCEE Kiev 2012 hp://.slideshare.com/press42
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15-Sep-2014 -
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Design
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Sometimes it's important to step back and review how most engineers work on products. We describe what parts are important in a design to help you create a product that's balanced from a design point of view.
Transcript of Product design: How to create a product
It’s NOT about the features, stupid!
Alex Barrera (@abarrera)IDCEE Kiev 2012
h!p://".slideshare.com/press42
http://www.slideshare.net/press42 @abarrera #tooManyFeatures
http://www.slideshare.net/press42 @abarrera #tooManyFeatures
1. National Technical University of Ukraine (NTUU - KPI)
40.000+ 4.500/year
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20.000 8/15 technical
2. Kyiv Taras Schevchenko National University (KNU)
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15.000 11/20 technical
3. Karazin Kharkiv National University
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Stanford University, Palo Alto
15.300
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7ACM International Collegiated Programming Contest (2000 - 2012)
Russia China Poland
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7%9%
11%
13%
13%17%
30%
International Olympiad in Informatics (2000-2012)
USAPolandRussiaBelarusBulgariaCroatiaEstonia
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Face it, we aren’t good designers...
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We are too practical...
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The MAN CAVE
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Meritocracy, [mer-i-tok-ruh-see]
noun, plural mer-i-toc-ra-cies.
1. An elite group of people whose progress is based on ability and talent rather than on class privilege or wealth.
2. A system in which such persons are rewarded and advanced
3. Leadership by able and talented persons.
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We love total control!
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Too many choices!
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Paradox of choice - Barry Schwartzhttp://www.ted.com/talks/barry_schwartz_on_the_paradox_of_choice.html
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175 salad dressings
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Reducing the Cognitive Overload in Continuous Combinatorial Auctions: Evidence from an fMRI Study. Adomavicius, G., A. Dimoka, A. Gupta, P.A. Pavlou. 2009.
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Reducing the Cognitive Overload in Continuous Combinatorial Auctions: Evidence from an fMRI Study. Adomavicius, G., A. Dimoka, A. Gupta, P.A. Pavlou. 2009.
Emotions kicking in!
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Startup Compass Typology
TypesMonths to
scaleTeam Market size Money raised Example
I: Automator 21 Tech heavy $11B $600KGoogle, Dropbox
IN: Social transformer 32 Balanced $13B $2.3M Twitter, 4SQ
2: Integrator 16 Balanced $7B $700KZendesk, Kiss
Metrics
3: Challenger 64 Business heavy $65B $4.1MAtlassian, Yammer
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Startup Compass Typology
TypesMonths to
scaleTeam Market size Money raised Example
I: Automator 21 Tech heavy $11B $600KGoogle, Dropbox
IN: Social transformer 32 Balanced $13B $2.3M Twitter, 4SQ
2: Integrator 16 Balanced $7B $700KZendesk, Kiss
Metrics
3: Challenger 64 Business heavy $65B $4.1MAtlassian, Yammer
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Startup Compass Typology
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iPod Case
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Engineers suck at naming...
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Simplicity 101
5 models: classic, mini, nano, shuffle, touch
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Simplicity 101
5 models: 920, 900, 800, 710, 610
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Simplicity 101
5 models: 920, 900, 800, 710, 610
11 f**king months!!
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“Focusing is about saying NO”Steve Jobs - 1997
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Core vision: Cool portable pocket device
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MPMan - 1998
Space: Useful
64Mb
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MPMan - 1998
Space: Useful
64Mb0.0625Gb
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RIO PMP300 - 1998
Design: Coolness
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RIO PMP300 - 1998
Design: Coolness
WTF??!
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RIO PMP300 - 1998
Design: Coolness
FUCKING UGLY!
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Size: Pocket
Personal Jukebox - (9.9 ounces) 4.86Gb - 1999
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Personal Jukebox - (9.9 ounces) 4.86Gb - 1999
iPod classic - (4.9 ounces) 5Gb - 2001
Size: Pocket
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Core vision: Cool portable pocket device
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Design mattershttp://www.ted.com/talks/don_norman_on_design_and_emotion.html
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Design isn’t photoshop!
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Design isn’t photoshop!Cool����������� ������������������ hip����������� ������������������ designer
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Pleasant things work better...
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Antenna-gate? WAT?!
Pleasant things work better...
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Emotion Design - Don Norman
Fear, unhappiness, anxiety – Laser focus
Relax, happiness - Broad focus
http://www.jnd.org/dn.mss/emotion_design.html
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3 Dimensions of Design
Visceral Behavioral Reflective
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Visceral dimension: Attractiveness
Symmetry,����������� ������������������ colors,����������� ������������������ fonts,����������� ������������������ etc.
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Behavioral dimension: functional & understandable
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Behavioral dimension: usable
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Reflective dimension: ego, image
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Reflective dimension: cultural convention
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Sexy helps ignore design faults
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Balance your design profile
0123456789
Visceral Behavioural Reflective
Balanced Nerdy
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Go fucking talk to customers!
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Find the essence of your product
Kill a Feature Day (KFD)
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Listen for the PAINnot the WHINING
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The more tangible, the more feedback
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The world is bigger than your room...
Fashion lovers ≫ Geek pragmatists
GET THE FUCK OUT!
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THANK YOU!
Alex Barrera [email protected]
Simply say... NO
