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Presentation on design and its value for startups at Slush conference in Helsinki, Finland in November 2012.
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CONCEPTOLOGY CONCEPTOLOGY
What About Design? Karri Ojanen @karrio Slush, 11/22/2012, Helsinki
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Everyone has an opinion on design.
Photo: John Levett
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Designer-co-founded startups such as Path, Kickstarter and Airbnb are taking center stage.
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“Startup leaders don’t really know what design means or how to effectively incorporate design into their MVP / Lean Startup culture.” - Cameron Koczon, A List Apart
Photo: Mazzarello Media & Arts
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About Me • User experience
designer, interaction design director
• Worked in Canada, USA, UAE, and Finland
• Worked for major brands, big corporations, startups and NGOs
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What is design?
Photo: Jesse f/2.8
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Design is not pretty pictures
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Design is a method of problem solving
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Good design is…
• Innovative • Makes a product
useful • Aesthetic • Makes a product
understandable • Unobtrusive
• Honest • Long-lasting • Thorough • Environmentally
friendly • As little design as
possible Dieter Rams: Ten Principles of Good Design
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Photo: cityNnature
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User Experience Meaningful Has personal significance
Pleasurable Memorable experience
worth sharing
Convenient Super easy to use, works like I think
Usable Can be used without difficulty
Reliable Is available and accurate
Functional (Useful) Works as programmed
Companies struggle to get above this line
Stephen P. Anderson: UX Hierarchy of Needs
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Usable +
Useful +
Desirable Seen as a luxury. It’s critical.
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So what do you do?
Photo: Philippe Lewicki (plewicki)
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Photo: Yutaka Tsukano Photo: Nokia RSA
1. Aesthetics
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2. Personality
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Why Care About Personality?
People identify with (or avoid) certain personalities. Trust is related to personality. Perception and expectations are linked with personality. People choose products that are an extension of themselves. We treat sufficiently advanced technology as people. Stephen P. Anderson: Eye Candy is a Critical Business Requirement
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Is it worth the investment?
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It’s not an option. “When technology delivers basic needs, user experience dominates.” - Don Norman
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Thank you. Twitter: @karrio Blog: conceptology.org Home: finnformation.net
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