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Design as
Competitive Advantage
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Utility Trumps Design
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Early electric
Hair Dryer
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Early electric
Hair curlers
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Early device for
the treatment of hysteria
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Design flaw
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Early adopters
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Utility vs usability
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It’s Ugly
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It’s Confusing
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It’s Difficult to use
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Your competitors
Will try to out do you
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Making it smaller
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Making it faster
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Packed with features
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Technology becomes a commodity
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And you become a manufacturer
not an innovator
Design becomes important
over time
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The importance of aethetics
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Good design drives desire
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Aesthetics only go so far
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New technology is often
viewed as complicated
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Design can simplify
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Testing is essential
Develop an obsessive
understanding of your users
Is innova)ve
Makes a product useful
Is aesthe(c
Makes a product understandable
Is unobtrusive
Is honest
Is long-‐las*ng
Is thorough down to the last detail
Is environmentally friendly
Is as li'le design as possible
Dieter Rams 10 principles
of good design
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Good design is like a
detective story
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Good designers workspaces
look like this
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Kano Model
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Designing for delight
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Mail Chimp excels
at delighting their customers
Market-driven design builds the success of the products marketing into the product itself”