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Fast food design
(or how we somehow got it all backwards)
@davidwieland
How to prepare fast food design.
Step 2
Add a translucent color filter.
Step 3
Write a non-committing tagline.
MORE POWER. MORE BETTER.
Step 4
Set a noun or verb in geometric font in the top left corner.
MORE POWER. MORE BETTER.
JUMP
Step 5
Add transparent buttons.
MORE POWER. MORE BETTER.
JUMP sign uppricingsomething else
jump higher now!
You nailed it.
High-fives all around. Decide to have lunch.
Design singularity
Observation
Modern websites look professional, albeit generic and uninspired.
“[It’s a] world where your credit card provider and your sock subscription service look like the exact same company.”
– Emmet Connoly, Director of Product Design at Intercom
https://blog.intercom.io/has-visual-design-fallen-flat/
Occurs often among:-
Startups Design agencies
(differentiation fatigue)
Traditional businesses
(trend sensitiveness) (templatitis)
Design singularity
Why do many modern websites have a uniform impression?
Trend sensitiveness
Quicker turnover
Uneducated stakeholders+ +
Trend Sensitiveness
Here today, gone tomorrow
Trend Sensitiveness
Competition is more transparent than ever before
At the end of the day, it’s easier to conform than to differentiate
Here today, gone tomorrow
Quicker turnover
Product-driven, instead of process-driven
Thousands and thousands of free resources
Generators set unrealistic expectations
Uneducated stakeholders
Untrained ‘designers’ are piloting their brand into failure
“People will come if the site looks good”
Design is not a product: it’s a process
“Why would I pay an expensive designer if I can get a logo from Fiverr?”
“Why would I pay an expensive designer if I can get a logo from Fiverr?”
“Why would I pay a costly developer if I can get a site from Squarespace?”
“Why would I pay an expensive designer if I can get a logo from Fiverr?”
“Why would I pay a costly developer if I can get a site from Squarespace?”
what’s the difference?
whoa, hold on.
“Squarespace doesn’t care about content. Its entire business model relies on the fact that you can paste any ’ol passage of slop into their system and it will look acceptable.”
– Travis Gertz (@travisgertz), Designer & Co-owner Louder than Ten
https://louderthanten.com/articles/story/design-machines
THAt is NOT DESIGN.
“But it looks good, right?”
“But it looks good, right?”
No one will come to your site because it looks good.
No one will come to your site because it looks good.
They’ll come if it answers their concerns, satisfies their needs
and solves their problems.
“But it looks good, right?”
Design begins at conception
Business strategy
Design research
Design strategy
Information design
Visual design
Development
Launch
Fast-food design cuts in line, for immediate results.
Business strategy
Design research
Design strategy
Information design
Visual design
Development
Launch
We’re starting here!
cool
whatever
A generic design is a direct consequence of skipping the research.
By jumping directly into visual design phase, you’ll ignore everything
that’s dear to you.
Paul Boag’s pyramid of User Needshttps://boagworld.com/usability/when-it-comes-to-your-website-get-your-priorities-straight
Paul Boag’s pyramid of User Needshttps://boagworld.com/usability/when-it-comes-to-your-website-get-your-priorities-straight
AccessibleDevices, disability,
bandwidth
Paul Boag’s pyramid of User Needshttps://boagworld.com/usability/when-it-comes-to-your-website-get-your-priorities-straight
Accessible
Relevant
Devices, disability, bandwidth
Does it tell users what they want to know?
Paul Boag’s pyramid of User Needshttps://boagworld.com/usability/when-it-comes-to-your-website-get-your-priorities-straight
Accessible
Relevant
Usable
Devices, disability, bandwidth
Does it tell users what they want to know?
Can users easily find the information they need?
Paul Boag’s pyramid of User Needshttps://boagworld.com/usability/when-it-comes-to-your-website-get-your-priorities-straight
Accessible
Relevant
Usable
Personal
Devices, disability, bandwidth
Does it tell users what they want to know?
Can users easily find the information they need?
Does the website cater for individual users’ specific needs?
Paul Boag’s pyramid of User Needs
Accessible
Relevant
Usable
Personal
Per- suasive
Devices, disability, bandwidth
Does it tell users what they want to know?
Can users easily find the information they need?
Does the website cater for individual users’ specific needs?
Does the site present the information in a way users find compelling?
https://boagworld.com/usability/when-it-comes-to-your-website-get-your-priorities-straight
Accessible
Relevant
Usable
Personal
Per- suasive
CONSTRAINT
The four horsemen of Design
CONTEXTINTENT IMPACT
CONSTRAINT#1 What’s your budget? #2 Is there a timeline?
#3 What exists already? #4 Who is involved?
fast
good cheap
pick two.
#1 What’s your elevator pitch? #2 What drives you and your team?
#3 What are you trying to achieve?
INTENT
“Design is the rendering of intent.”
– Jared Spool (@jmspool), Professional Smart Person
http://www.uie.com/articles/design_rendering_intent/
#1 What industry are you in? #2 Geographic location, culture?
#3 What else is out there? #4 Who are you targeting?
CONTEXT
#1 What is the scale of this project? #2 How relevant is it?
#3 What are worst-case scenarios you can think of?
IMPACT
“Design is not just how it looks like, or feels like.
“Design is not just how it looks like, or feels like.
Design is how it works.”
– Steve Jobs
The available technology, resources and skills empower us today to make amazing things.
The available technology, resources and skills empower us today to make amazing things.
but time pressure, abundance of resources and a forgiving design trend make us lazy.
Would you let a complete stranger do your groceries for you?
That guy from FiverrHe hasn’t even met you, let alone knows you.
That cool $40 parallax templateIt’s not interested in your business model.
Squarespace’ sweet content management tool
They’ll never accept responsibility for your failed business opportunities.
And you’re entrusting your business’ future — to them?
Templates, trends or generators aren’t going to solve your problems.
They’re going to give you all sorts of new ones.
In summary
Be wary of trends Stay true to your business intentions
and review your design regularly
Templates and generators are placebos. Your customers will never notice you. You’ll blend in at best
Do your homework If you have a good proposition,
stick to telling that story, and validate it
http://bit.ly/1NeMr91
Design is the Rendering of Intent— Jared M. SpoolRead this >
http://bit.ly/1MnqAM0
Design Machines— Travis Gertz < and this
http://bit.ly/1IYtQLx
When it comes to your website, get your priorities straight
— Paul BoagThis too >
(The end!!1)
