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