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7/27/2019 10 Things CEOs Need to Know About Design by Jason Putorti
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Jason PutortiBessemer Venture Partners
Follow me @putorti
10 things you need
to know about design
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#ux10@putorti
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7/27/2019 10 Things CEOs Need to Know About Design by Jason Putorti
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7/27/2019 10 Things CEOs Need to Know About Design by Jason Putorti
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7/27/2019 10 Things CEOs Need to Know About Design by Jason Putorti
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7/27/2019 10 Things CEOs Need to Know About Design by Jason Putorti
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Design can change businesses
Design is more than pretty pictures
Talks benefits not features
Thinks in flows not screens
Doesn’t make the user thinkStarts with a great story
Uses design as a lever
Gets out of the office
Has a bible
Repeats & refines
1
2
3
4
5
6
7
8
9
10
What is
design?
A Great
Design
Process
Great
Design
7/27/2019 10 Things CEOs Need to Know About Design by Jason Putorti
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Design can change
businesses.
1What is design?
7/27/2019 10 Things CEOs Need to Know About Design by Jason Putorti
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I need your bank passwords.
Trust me.
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7/27/2019 10 Things CEOs Need to Know About Design by Jason Putorti
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7/27/2019 10 Things CEOs Need to Know About Design by Jason Putorti
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P O W E R E D b y S E R V I C E™
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I’m on twitter.
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You should follow meon twitter here.
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+173% increasein clicks
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Design is more than
pretty pictures
2What is design?
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Design thinking The essential ability to combine empathy,
creativity and rationality to meet user
needs and drive business success.
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User experienceHow your product works in the real
world, or how a person feels about using
your product.
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‣ Going through the sign up flow
‣ Completing a task in the product
‣ Error message in the product
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Customer experience The sum of all interactions a customer has with
your company, positive, or negative.
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‣ Going through the sign up flow
‣ Completing a task in the product
‣ Error message in the product
‣ Viewing your home page
‣ Reading a marketing email
‣ Dealing with customer service
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‣ Going through the sign up flow +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
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Your brand is how
customers feel aboutyou
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Talks benefits not features
3Great design...
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Understand your money
20 colorful
configurablecharts and
graphs
vs
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Remove your
personal data
from the web
Comprehensive
fuzzy-matchingalgorithm locates
your records
vs
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Thinks in flows not screens
4Great design...
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Log In
1. User enters email address into
email field.
2. User enters password into
password field.
3. User clicks Log In button.
4. System validates logininformation. If okay, User is
taken to Overview page.
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Take note of task flows in your product
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Doesn’t makethe user think
5
Great design...
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ObviousRequires
Thought
“Is that a
button?” Click!
“Is this what I want? Should
I keep looking?”
Click!
Interaction Scale
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Make it obviouswhat’s clickable.
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Or make itdiscoverable.
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People don’t read,they scan
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Minimize noise
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Omit needless words
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Users pick the firstreasonable option.
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Starts with agreat story
6 A great design process...
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“Does everyone on your team know
what the experience will be like
interacting with your offerings five years from now?”
JARED SPOOL
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“How would it work if it were human?”
KIM GOODWIN
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“How would it work if it were magic?”
KIM GOODWIN
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“Because everyone on the team has
the same vision, they are all on the
same page for what it takes tosucceed.”
JARED SPOOL
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Uses design as a lever
7 A great design process...
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M A R K E T I N G
“The best marketing tool you can haveis a well-designed application.”
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B U S I N E S S D E V E L O P M E N T
Align your revenue with valuable andlegitimate user tasks.
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B R A N D
Negative interactions drive negativesocial media.
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M A R K E T I N G + P R
“No amount of money can buy themedia to fix a boring product.”
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Gets the team
out of the office
8 A great design process...
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“In the last six weeks, have your team
members spent at least two hourswatching people experience your
product or service?”
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Has a bible
9 A great design process...
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Trust & Credibility
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Startup brand czar
Large company style guide
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Repeats & Refines
10 A great design process...
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Allot product cycles toimprovement
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“In the last six weeks, have you held a
celebration of a recently introduceddesign problem?”
D i h b i
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Design can change businesses
Design is more than pretty pictures
Talks benefits not features
Thinks in flows not screens
Doesn’t make the user thinkStarts with a great story
Uses design as a lever
Gets out of the office
Has a bible
Repeats & refines
1
2
3
4
56
7
8
9
10
What is
design?
A Great
Design
Process
Great
Design
