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10 things you need
to know about design
      Jason Putorti
      Bessemer Venture Partners

         Follow me @putorti
#ux10
@putorti
What is   1   Design can change businesses
design?
          2   Design is more than pretty pictures
  Great   3   Talks b...
1
    What is design?


Design can change
   businesses.
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
2
     What is design?



Design is more than
   pretty pictures
Design thinking
The essential ability to combine empathy,
creativity and rationality to meet user
needs and drive business...
User experience
How 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 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 p...
‣ Going through the sign up flow +5

‣ Completing a task in the product +10

‣ Error message in the product -5

‣ Viewing y...
Your brand is how
customers feel about
        you
3
   Great design...


Talks benefits
 not features
20 colorful
Understand   vs   configurable
your money         charts and
                     graphs
Comprehensive
Remove your
                vs    fuzzy-matching
personal data
                     algorithm locates
from t...
4
   Great design...



Thinks in flows
 not screens
Log In

1. User enters email address into
   email field.

2. User enters password into
   password field.

3. User clicks L...
Take note of task
flows in your product
5
   Great design...


Doesn’t make
the user think
Interaction Scale
                              Requires
Obvious
                              Thought

                  ...
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.
6
A great design process...


 Starts with a
 great story
“Does everyone on your team know
   what the experience will be like
 interacting with your offerings five
          years ...
“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
            succ...
7
 A great design process...


Uses design as a
     lever
MARKETING

“The best marketing tool you can have
  is a well-designed application.”
BUSINESS DEVELOPMENT

Align your revenue with valuable and
        legitimate user tasks.
BRAND

Negative interactions drive negative
           social media.
MARKETING+PR

“No amount of money can buy the
 media to fix a boring product.”
8
A great design process...

 Gets the team
out of the office
“In the last six weeks, have your team
  members spent at least two hours
 watching people experience your
          produ...
9
A great design process...


 Has a bible
Trust & Credibility
Startup      brand czar

Large company      style guide
10
  A great design process...



Repeats & Refines
Allot product cycles to
    improvement
“In the last six weeks, have you held a
  celebration of a recently introduced
           design problem?”
What is   1   Design can change businesses
design?
          2   Design is more than pretty pictures
  Great   3   Talks b...
10 Things CEOs Need to Know About Design
10 Things CEOs Need to Know About Design
10 Things CEOs Need to Know About Design
10 Things CEOs Need to Know About Design
10 Things CEOs Need to Know About Design
10 Things CEOs Need to Know About Design
10 Things CEOs Need to Know About Design
10 Things CEOs Need to Know About Design
10 Things CEOs Need to Know About Design
10 Things CEOs Need to Know About Design
10 Things CEOs Need to Know About Design
10 Things CEOs Need to Know About Design
10 Things CEOs Need to Know About Design
10 Things CEOs Need to Know About Design
10 Things CEOs Need to Know About Design
10 Things CEOs Need to Know About Design
10 Things CEOs Need to Know About Design
10 Things CEOs Need to Know About Design
10 Things CEOs Need to Know About Design
10 Things CEOs Need to Know About Design
10 Things CEOs Need to Know About Design
10 Things CEOs Need to Know About Design
10 Things CEOs Need to Know About Design
10 Things CEOs Need to Know About Design
10 Things CEOs Need to Know About Design
10 Things CEOs Need to Know About Design
10 Things CEOs Need to Know About Design
10 Things CEOs Need to Know About Design
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Presentation first delivered at the 2010 Bessemer Cloud Conference introducing design concepts for non-designers, simple tactics to improve existing products, and strategies for success in product/experience design moving forward.

Thank you Dustin Curtis, Kim Goodwin, Jared Spool, Marc Gobé, Indi Young, Steve Krug, Robert Hoekman, Jr., Seth Godin, and Jesse James Garrett for content and inspiration.

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10 Things CEOs Need to Know About Design

  1. 10 things you need to know about design Jason Putorti Bessemer Venture Partners Follow me @putorti
  2. #ux10 @putorti
  3. What is 1 Design can change businesses design? 2 Design is more than pretty pictures Great 3 Talks benefits not features Design 4 Thinks in flows not screens 5 Doesn’t make the user think A Great 6 Starts with a great story Design Process 7 Uses design as a lever 8 Gets out of the office 9 Has a bible 10 Repeats & refines
  4. 1 What is design? Design can change businesses.
  5. I need your bank passwords. Trust me.
  6. P O W E R E D b y S E R V I C E™
  7. I’m on twitter.
  8. You should follow me on twitter here.
  9. +173% increase in clicks
  10. 2 What is design? Design is more than pretty pictures
  11. Design thinking The essential ability to combine empathy, creativity and rationality to meet user needs and drive business success.
  12. User experience How your product works in the real world, or how a person feels about using your product.
  13. ‣ Going through the sign up flow ‣ Completing a task in the product ‣ Error message in the product
  14. Customer experience The sum of all interactions a customer has with your company, positive, or negative.
  15. ‣ 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
  16. ‣ 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
  17. Your brand is how customers feel about you
  18. 3 Great design... Talks benefits not features
  19. 20 colorful Understand vs configurable your money charts and graphs
  20. Comprehensive Remove your vs fuzzy-matching personal data algorithm locates from the web your records
  21. 4 Great design... Thinks in flows not screens
  22. 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.
  23. Take note of task flows in your product
  24. 5 Great design... Doesn’t make the user think
  25. Interaction Scale Requires Obvious Thought “Is that a Click! button?” “Is this what I Click! want? Should I keep looking?”
  26. Make it obvious what’s clickable.
  27. Or make it discoverable.
  28. People don’t read, they scan
  29. Minimize noise
  30. Omit needless words
  31. Users pick the first reasonable option.
  32. 6 A great design process... Starts with a great story
  33. “Does everyone on your team know what the experience will be like interacting with your offerings five years from now?” JARED SPOOL
  34. “How would it work if it were human?” KIM GOODWIN
  35. “How would it work if it were magic?” KIM GOODWIN
  36. “Because everyone on the team has the same vision, they are all on the same page for what it takes to succeed.” JARED SPOOL
  37. 7 A great design process... Uses design as a lever
  38. MARKETING “The best marketing tool you can have is a well-designed application.”
  39. BUSINESS DEVELOPMENT Align your revenue with valuable and legitimate user tasks.
  40. BRAND Negative interactions drive negative social media.
  41. MARKETING+PR “No amount of money can buy the media to fix a boring product.”
  42. 8 A great design process... Gets the team out of the office
  43. “In the last six weeks, have your team members spent at least two hours watching people experience your product or service?”
  44. 9 A great design process... Has a bible
  45. Trust & Credibility
  46. Startup brand czar Large company style guide
  47. 10 A great design process... Repeats & Refines
  48. Allot product cycles to improvement
  49. “In the last six weeks, have you held a celebration of a recently introduced design problem?”
  50. What is 1 Design can change businesses design? 2 Design is more than pretty pictures Great 3 Talks benefits not features Design 4 Thinks in flows not screens 5 Doesn’t make the user think A Great 6 Starts with a great story Design Process 7 Uses design as a lever 8 Gets out of the office 9 Has a bible 10 Repeats & refines
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Presentation first delivered at the 2010 Bessemer Cloud Conference introducing design concepts for non-designers, simple tactics to improve existing products, and strategies for success in product/experience design moving forward. Thank you Dustin Curtis, Kim Goodwin, Jared Spool, Marc Gobé, Indi Young, Steve Krug, Robert Hoekman, Jr., Seth Godin, and Jesse James Garrett for content and inspiration.

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