10 things you need to know about design

Design thinking: The essential ability to combine empathy, creativity and rationality to meet user needs and drive business success. User experience: How your product works in the real world, or how a person feels about using your product

Jason Putorti Designer in Residence

Follow me @novaurora

10 things you need

Who am I?

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

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% increase

in clicks

Design is more than

pretty pictures

2What is design?

User experience

How your product works in the real

world, or how a person feels about using

your product.

3URFACE BRINGS EVERYTHING TOGETHER

VISUALLY 7HAT WILL THE FINISHED PRODUCT LOOK LIKE

3KELETON MAKES STRUCTURE CONCRETE

7HAT COMPONENTS WILL ENABLE PEOPLE

TO USE THE SITE

3TRUCTURE GIVES SHAPE TO SCOPE (OW

WILL THE PIECES OF THE SITE FIT TOGETHER AND BEHAVE

3COPE TRANSFORMS STRATEGY INTO

REQUIREMENTS 7HAT FEATURES WILL THE SITE NEED TO INCLUDE

3TRATEGY IS WHERE IT ALL BEGINS 7HAT

DO WE WANT TO GET OUT OF THE SITE

7HAT DO OUR USERS WANT

‣ Going through the sign up flow

‣ Completing a task in the product

‣ Error message in the product

Customer experience

The 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

you

Talks benefits

not features

3

Great 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

4

Great design

3. User clicks Log In button.

4. System validates login

information If okay, User is

taken to Overview page.

Take note of task

Doesn’t make

5

Great design

Obvious Requires Thought

“Is that a button?”

Click!

“Is this what I want? Should

I keep looking?” Click!

Make it obvious

People don’t read,

they scan

Minimize noise

Omit needless words

Users pick the first reasonable option.

You can’t make

evident.

“Does everyone on your team know

what the experience will be like interacting with your offerings five years

from now?”

How would it work if it were human?

How would it work if it were magic?

“Because everyone on the team has the same vision, they are all on the

same page for what it takes to

succeed.”

M A R K E T I N G

“The best marketing tool you can have

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

Gets the team

out of the office

8

A 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

9

A great design process

Trust & Credibility

Startup Brand czar

Repeats & Refines

10

A 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

Repeats & refines

1 2 3 4 5 6 7 8 9 10