Design is how it works

How to solve your design problem "Designer” does not mean “artist” – though lots of people want to think it does. The job of a designer is not self-expression, it’s problem-solving."

IS HOW IT WORKS behindcompanies.com

@marcelosomers

Hel lo .

OUR CLIENTS HIRE US TO OWN THEIR TOUGHEST PROBLEMS

THEY RETAIN US BECAUSE WE KEEP OUR PROMISES

(D)esigner

NOT

design AS

OUTCOME

DESIGN AS

PROCESS

design AS

OUTCOME

let’s add (insert feature here)

let’s add movie ratings!

WHAT GOAL ARE WE TRYING TO ACHIEVE?

1 Attract new customers

2 Retain old customers

WHO DO WE NEED TO ACHIEVE THE GOAL?

1 Attract new customers

2 Retain old customers

1 Attract new customers

2 Retain old customers

How?

THE PROBLEM

Paradox of

Choice

THE SOLUTION

(it’s about content!)

The Point Is:

Netflix solved the problem of retaining users without getting into how it looks

(D)esign

NOT

IS HOW IT WORKS.

When technology delivers basic

needs, user experience dominates

–Donald Norman

Making Things

Cheaper

BETTER

2000s

Making

BETTER Things

User Experience

Hierarchy of Needs

Adapted from Stephen Anderson (http://amzn.to/zFxjd6) Sketch by Ben Jordan (http://bigbadcollab.com/)

Video about Square Register: https://vimeo.com/37709985

User Experience

Hierarchy of Needs

Adapted from Stephen Anderson (http://amzn.to/zFxjd6) Sketch by Ben Jordan (http://bigbadcollab.com/)

User Experience

Hierarchy of Needs

Adapted from Stephen Anderson (http://amzn.to/zFxjd6) Sketch by Ben Jordan (http://bigbadcollab.com/)

The task-focused

project start

“The strategy was simple: keep the current users happy, and let the BlackBerry name

do the rest.”

User Experience

Hierarchy of Needs

Adapted from Stephen Anderson (http://amzn.to/zFxjd6) Sketch by Ben Jordan (http://bigbadcollab.com/)

Exercise:

Design a vase

Exercise:

Exercise via Stephen Anderson (http://uxlx.23video.com/video/4689842/critical-thinking-skills-for)

Design a vase

Exercise:

Exercise via Stephen Anderson (http://uxlx.23video.com/video/4689842/critical-thinking-skills-for)

Design a vase

Exercise:

Exercise via Stephen Anderson (http://uxlx.23video.com/video/4689842/critical-thinking-skills-for)

Design a way for people to enjoy flowers in their home

Exercise:

Exercise via Stephen Anderson (http://uxlx.23video.com/video/4689842/critical-thinking-skills-for)

Design a way for people to enjoy flowers in their home

Exercise:

Exercise via Stephen Anderson (http://uxlx.23video.com/video/4689842/critical-thinking-skills-for)

Reframe your problem

1

Let’s build

movie ratings vs to retain customers Let’s build a way

Design a vase vs enjoy flowers in their home Design a way for people to

Let’s build

movie ratings vs to retain customers Let’s build a way

Companies need to regularly ask themselves, ‘Are we in the

steam locomotive business, or the transportation business?’

https://twitter.com/#!/joncarroll/status/154701998082629632

What “job” are you doing?

2

How do you work?

3

Wireframes?

http://wireframes.linowski.ca/2009/04/object-oriented-wireframes/

Tell a Story

We would like to build a new Best Buy location in Plano.

Population

Retail Sales Traffic

Property Search

Retailer Search

Population

Retail Sales Traffic

Property Search

Retailer Search

Data filter overlays

Map-based search

Population

Retail Sales Traffic

Data overlays would allow quick and meaningful

visualization of demographic data

Income

Population

Retail Sales Traffic

Property Search

Retailer Search

Population

Retail Sales Traffic

Property Search

Retailer Search CLICK

Continue by mapping stores that are complements and

competitors to Best Buy

Population

Retail Sales Traffic

Population

Retail Sales Traffic

Population

Retail Sales Traffic

Population

Retail Sales Traffic

Map locations with

Property Search

Retailer Search

Population

Retail Sales Traffic

Property Search

Retailer Search

Next, map available leases in the Plano area

CLICK

Population

Retail Sales Traffic

Population

Retail Sales Traffic

Property Search

Retailer Search

Keynotekungfu.com

Are you Attractive?

4

Asthetic-Usability Effect

CRAP

C ontrast

R epetition

A lignment

P roximity

Proximity

From The Non-Designer’s Design Book (http://amzn.to/GErqOH)

Alignment

From The Non-Designer’s Design Book (http://amzn.to/GErqOH)

Repetition

Contrast

Are you sure you want to permanently

erase the items in the Trash?

Yes No

Are you sure you want to permanently

erase the items in the Trash?

Yes

No

Are you sure you want to permanently

erase the items in the Trash?

Yes

No

http://amzn.to/GErqOH

DESIGN AS

PROCESS

design AS

OUTCOME

Reframe your problem

Questions?