10 Things CEOs Need to Know About Design
Post on 17-Aug-2014
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Jason PutortiBessemer Venture Partners
Follow me @putorti
10 things you need to know about design
#ux10@putorti
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
1
2
3
4
5
6
7
8
9
10
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
Design is more than pretty pictures
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
Talks benefits not features
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
Thinks in flows not screens
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
Doesn’t make the user think
5Great design...
ObviousRequiresThought
“Is that a button?”Click!
“Is this what I want? Should
I keep looking?”Click!
Interaction Scale
Make it obvious what’s clickable.
Or make it discoverable.
People don’t read,they scan
Minimize noise
Omit needless words
Users pick the first reasonable option.
Starts with a great story
6A great design process...
“Does everyone on your team know what the experience will be like
interacting with your offerings five years from now?”
JARED SPOOL
“How would it work if it were human?”
KIM GOODWIN
“How would it work if it were magic?”
KIM GOODWIN
“Because everyone on the team has the same vision, they are all on the
same page for what it takes to succeed.”
JARED SPOOL
Uses design as a lever
7A great design process...
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
8A great design process...
“In the last six weeks, have your team members spent at least two hours
watching people experience your product or service?”
Has a bible
9A great design process...
Trust & Credibility
Startup brand czar
Large company style guide
Repeats & Refines
10A great design process...
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
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
1
2
3
4
5
6
7
8
9
10
What is design?
A Great Design
Process
Great Design
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