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.

Text of 10 Things CEOs Need to Know About Design

  • 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 benets not features Design 4 Thinks in ows not screens 5 Doesnt 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 ofce 9 Has a bible 10 Repeats & renes
  • 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
  • Im 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 success.
  • User experience How your product works in the real world, or how a person feels about using your product.
  • Going through the sign up ow 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 ow Completing a task in the product Error message in the product Viewing your home page Reading a marketing email Dealing with customer service
  • Going through the sign up ow +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
  • Your brand is how customers feel about you
  • 3 Great design... Talks benets not features
  • 20 colorful Understand vs congurable your money charts and graphs
  • Comprehensive Remove your vs fuzzy-matching personal data algorithm locates from the web your records
  • 4 Great design... Thinks in ows not screens
  • Log In 1. User enters email address into email eld. 2. User enters password into password eld. 3. User clicks Log In button. 4. System validates login information. If okay, User is taken to Overview page.
  • Take note of task ows in your product
  • 5 Great design... Doesnt make the user think
  • Interaction Scale Requires Obvious Thought Is that a Click! button? Is this what I Click! want? Should I keep looking?
  • Make it obvious whats clickable.
  • Or make it discoverable.
  • People dont read, they scan
  • Minimize noise
  • Omit needless words
  • Users pick the rst 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 ve years from now? JARED SPOOL
  • 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 succeed. JARED SPOOL
  • 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 x a boring product.
  • 8 A great design process... Gets the team out of the ofce
  • In the last six weeks, have your team members spent at least two hours watching people experience your product or service?
  • 9 A great design process... Has a bible
  • Trust & Credibility
  • Startup brand czar Large company style guide
  • 10 A great design process... Repeats & Renes
  • 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 benets not features Design 4 Thinks in ows not screens 5 Doesnt 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 ofce 9 Has a bible 10 Repeats & renes