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Design as
Competitive Advantage
Tweet me @andybudd
Utility Trumps Design
Tweet me @andybudd
Tweet me @andybudd
Early electric
Hair Dryer
Tweet me @andybudd
Early electric
Hair curlers
Tweet me @andybudd
Early device for
the treatment of hysteria
Tweet me @andybudd
Design flaw
Tweet me @andybudd
Early adopters
Tweet me @andybudd
Utility vs usability
Tweet me @andybudd
It’s Ugly
Tweet me @andybudd
It’s Confusing
Tweet me @andybudd
It’s Difficult to use
Tweet me @andybudd
Tweet me @andybudd
Your competitors
Will try to out do you
Tweet me @andybudd
Making it smaller
Tweet me @andybudd
Making it faster
Tweet me @andybudd
Packed with features
Tweet me @andybudd
Technology becomes a commodity
Tweet me @andybudd
And you become a manufacturer
not an innovator
Design becomes important
over time
Tweet me @andybudd
Tweet me @andybudd
The importance of aethetics
Tweet me @andybudd
Good design drives desire
Tweet me @andybudd
Aesthetics only go so far
Tweet me @andybudd
New technology is often
viewed as complicated
Tweet me @andybudd
Design can simplify
Tweet me @andybudd
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
Tweet me @andybudd
Good design is like a
detective story
Tweet me @andybudd
Good designers workspaces
look like this
Tweet me @andybudd
Tweet me @andybudd
Kano Model
Tweet me @andybudd
Designing for delight
Tweet me @andybudd
Mail Chimp excels
at delighting their customers
Market-driven
design builds the
success of the
products
marketing into the
product itself”
Seth Godin
“
Tweet me @andybudd
Obligatory
Seth Godin quote
Dropbox Designs
Tweet me @andybudd
Tweet me @andybudd
Build a product
people love
Triple threat
Tweet me @andybudd
Create something that is
difficult to replicate
Tweet me @andybudd
Tweet me @andybudd
Competing on design
is hard
You need great designers
Not all designers are
created equal
Tweet me @andybudd
Don’t hire stylists
Tweet me @andybudd
Real designers don’t wow
with crazy ideas
Tweet me @andybudd
Style over substance
Short runway
Tweet me @andybudd
Hire the best designers
you can afford
Tweet me @andybudd
You need design thinkers
Tweet me @andybudd
Get a design co-founder
Tweet me @andybudd
Get a design co-founder
Tweet me @andybudd
The important design decisions
happen at the start
Tweet me @andybudd
Lean Start-up
is good for design
Tweet me @andybudd
Lean UX
Tweet me @andybudd
Blindly following analytics
doesn’t count as design
Tweet me @andybudd
Local maxima
Tweet me @andybudd
Build a culture
of design
Tweet me @andybudd
Design is
a team sport
Tweet me @andybudd
There is no
B-Team
Tweet me @andybudd
Silicon Valley is waking up
to the power of design
Tweet me @andybudd
3 THINGSThe Start-upWorld
Needs To Do
Tweet me @andybudd
Realise that
Design
AddsValue
Tweet me @andybudd
Build a Culture
of
Design
Tweet me @andybudd
Hire the Be$t
Designers
You Can Afford
Tweet me @andybudd
Download my slides from
www.slideshare.net/andybudd/
@andybudd
www.clearleft.com
andy@clearleft.com
@andybudd
www.clearleft.com
andy@clearleft.com
Create something that is
@andybudd
www.clearleft.com
andy@clearleft.com

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