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Design for Startups - Build Better Products, Not More Features

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Vitaly Golomb
Vitaly Golomb

Pre-order Vitaly's book "Accelerated Startup – The New Business School" http://golomb.net/book Apple owes the title of the world’s most valuable company to its genius in design. Good design is never accidental and at the core of a successful product is an elegant solution to a painful problem. Design has earned a very important seat at the table with today’s companies especially in the world of software and apps. In this highly engaging presentation, Vitaly covers principles and business value of good design, design disciplines, how to hire and work with designers, and the design success formula.

Small Business & Entrepreneurship Design Business
1 of 87
VITALYM.GOLOMB|@VITALYG designforstartupsBUILDBETTERPRODUCTSNOTMOREFEATURES FEB16th,2016
VITALYM.GOLOMB//SANFRANCISCO&THEWORLD golomb.net // @vitalyg ✓ BORNINUKRAINE,GREWUPINCUPERTINO-STARTUPSSINCEAGEOF13 ✓ FOUNDEROF“STARTUPADDVENTURE”CONFERENCE-SEVENCOUNTRIES ✓ DEGREEINCOMPUTERANDVIDEOIMAGING ✓ STARTEDTHREECOMPANIES,ONEVC-BACKED ✓ GUESTLECTUREDATSTANFORD,UCBERKELEY,ANDOTHERS ✓ SPEAKER&MENTORIN20+COUNTRIESANNUALLY ✓ GUESTCONTRIBUTORTOTECHCRUNCH ✓ AUTHOR“ACCELERATEDSTARTUP”COMINGIN2016
“Artislikemasturbation.Itisselfishand introvertedanddoneforyouandyoualone... ...Designislikesex.Thereissomeoneelse involved,theirneedsarejustasimportant asyourown,andifeverythinggoesright, bothpartiesarehappyintheend.” ColinWright @colinismyname
DESIGN ≠ ART
DieterRamsINDUSTRIALDESIGNGURU
DieterRams TENPRINCIPLES OFGOODDESIGN
#1ISINNOVATIVE 
 TAKESADVANTAGEOF
 NEWTECHNOLOGY
#2MAKESAPRODUCT MOREUSEFUL 
 USEDICTATESFORM
#3ISAESTHETIC 
 ONLYWELL-EXECUTED OBJECTSCANBEBEAUTIFUL
#4 MAKESAPRODUCT UNDERSTANDABLE MAKESAPRODUCTTALK
#5ISUNOBTRUSIVE 
 NEUTRAL,OPENTO
 USERSELF-EXPRESSION
#6ISHONEST 
 DOESN’TMAKEPROMISES THATCANNOTBEMET
#7ISLONGLASTING 
 FASHIONABLEDESIGN
 DATESQUICKLY
#8ISTHOROUGH 
 LEAVESNOTHINGTOCHANGE, DOWNTOTHELASTDETAIL
#9 ISENVIRONMENTALLY-FRIENDLY USESONLYWHATISNEEDED
#10 ISASLITTLEDESIGNASPOSSIBLE SIMPLEANDPURE
AND NOW SOME BAD DESIGN...
CONSISTENT
PORSCHE911 50YEARS-7GENERATIONS
howimportant isperception?
trustuswithyour
 bankinglogins
60-80%markupon dirt,oil,wax,andfragrance
sohowmuchis “design”worth?
+100-350%
+200-400%
+100-500%
+800-1000%
+200-5600%
“Designisnotjust whatitlookslike. Designishowitworks.” SteveJobs
INTERFACE LOGIC 99%OFTHEWORLDDOESNOTUNDERSTAND THEMAGICOFPROGRAMMING YOURAPPLICATION DATA INTERFACE HOWUSERSSEEIT MAGIC
“Asfarasthecustomeris concerned,theinterface istheproduct.” JefRaskin CreatorofAppleMacintosh
designdisciplines
GRAPHICDESIGN BRANDING ILLUSTRATION TYPOGRAPHY IMAGEMANIPULATION
userexperience GRAPHICDESIGN PSYCHOLOGY
 KNOWLEDGEOFMEDIUM SENSEINTENT
VISUALBY:ENVISPRECISELY BASEDON:THEDISCIPLINESOFUSEREXPERIENCEBYDANSAFFER
ui/visual SUBSETOFUX& GRAPHICDESIGN DESIGNPRINCIPLES FORGIVENOS SURFACEFUNCTIONALITY
front-enddeveloper DESIGNEYE EXECUTEUX/UI BRIDGETOENGINEERING
marketing COPYWRITING SALES VOICEOFTHECUSTOMER
UI/VISUAL FRONT-ENDDEV.GRAPHICDESIGN USEREXPERIENCE MARKETING
“Gooddesignisobvious. Greatdesignistransparent.” JoeSparano @joesparano
user-centricdesign
NOSUCCESSFULPRODUCTHAS EVERCOMEOUTOFAFOCUSGROUP
"IfIhadaskedpeoplewhat theywanted,theywould havesaid‘fasterhorses’." HenryFord
THEREISNOEVIDENCE HEACTUALLYSAIDTHIS
"Ifthereisanyonesecretof success,itliesintheabilityto gettheotherperson’spointof viewandseethingsfromthat person’sangleaswellasfrom yourown." HenryFord
designsuccess formula...
Vision + Feedbackfromcustomers/users + Culture(consistency&expectations) + Techniques JaredSpool @jmspool
Unintentional
Unintentional self genius activity- focused
designdriven Development
designgoesfirst
PROBLEM DEFINITION WIREFRAMES +PROTOTYPES USER INTERFACE DESIGN ARCHITECTURE APPLICATION DEVELOPMENT FRONT-END DEVELOPMENT MARKETING CUSTOMER FEEDBACK RINSE&REPEAT
“Designisintelligencemadevisible.” DonNewgren Artist
definetheproblemandlet designersdotheirjobs
workingwith designers
whatdo designersneed?
hint: it’snotmoremoney
InterestingProblems
CreativeEnvironment
ASeatatTheTable
howwouldyoulikeyourdesign? picktwo
FAST CHEAP GREAT FREE UGLY,
 RUSHED,AND CARELESS NEVERONTIME DOESNOT
 EXIST YOUGET
 WHATYOU
 PAYFOR DOESNOT
 EXIST TRASH DOESNOT
 EXIST
mainingredient:team
BUSINESSwithdomainexpertise DESIGN ENGINEERING balancedstartupteam
designiscore
PRE-ORDERNOW:WWW.GOLOMB.NET/BOOK @VITALYG

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