DESIGNING FROM THE GROUND UP

Future Insights Live / June 2014 / Las Vegas

JON SETZEN@jonsetzen

SIMPLE SOLUTIONS & SOLVING PROBLEMSFOCUSING ON CONTENTCREATING EXPERIENCESTORY BEFORE DESIGN

Today’s Agenda

“Good design is as little design as possible.” - Dieter Rams

PROBLEM SOLVINGA little bit of design helps solve problems quickly.

I’M NOT THE ONLY USERYou can’t design only for yourself.

DON’T DISRUPT WORKFLOWWhat seems better for you,

could be worse for someone else.

MY SIMPLE SOLUTION

USER FEEDBACK

“I can never remember if the sticker is for the coffee or the toaster. It drives me crazy.”

- Mindy (wife, mother of two, not a morning person)

ITERATE AND IMPROVE

DESIGNED…but not designed.

IT’S MISSING THE PRETTY

“Design makes what feels complex simpler, and what is simpler feel richer.”

- John Maeda

THE SWEET SPOT OF SIMPLICITY & EXPERIENCE

SIMPLE EXPERIENCESHelp us get what we want & need effortlessly.

IT’S ALL ABOUT CONTENTExperience. Stories. Understanding.

CONTENT WINSParallax Scrolling, not so much.

“Freely distributed information that’s relevant to the person reading it. That’s web design.”

- Dan Cederholm, SimpleBits.com

CONTENT IS VAST

“Content is anything that adds value to the reader’s life. It can add value by making them smarter, making them

laugh, making them do their job better, rush to their child to share the video, make a contribution to a charity”

!

- Avinash Kaushik, Google

GOOD CONTENT MAKES US FEEL SOMETHING

GOOD CONTENT MAKES US PART OF SOMETHING

WE DO A LOT FOR THE CONTENT WE WANT

WE DO A LOT FOR THE CONTENT WE WANT

WE DO A LOT FOR THE CONTENT WE WANT

WE DO A LOT FOR THE CONTENT WE WANT

WHERE DO YOU GET YOUR CONTENT?

CREATING AN EXPERIENCEThe unique story of your content.

LET’S TALK ABOUT MUSIC

Arcade Fire Discography Funeral Neon Bible The Suburbs Reflektor

GET YOUR STORY STRAIGHTThe best content tells the right story, right away.

WHAT IS WEB HOSTING?

THERE ARE OVER

40,000 WEB HOSTING COMPANIES

IN YOUR CITY THERE IS

ONE POWER COMPANY

+ approximately 39,994

tough metallic

dismissive machine-like

elitist

elegant conditioned

inviting human

approachable

Media Temple then Media Temple now

vs.

PERSONIFICATION

vs.

THE ARMY BEHIND YOU

MESSAGE DIVERSITY v. MESSAGE DISCIPLINE

Tell unique stories, not just the same story.

“The features for the price - but also your site design and blog posts - appealed to my sense of design aesthetic and seemed to be interesting, useful articles. Gave me a sense of professionalism that I liked.”

WHAT THEY’RE SAYING

A TRUE REFLECTION OF OUR COMPANY’S STORYThe shining star of the redesign

GROWING A COMPANY“will you redesign our website for us?”

X

LET’S TALK ABOUT TOTE BAGS

CREATING THE NEW MAPTOTE

Brand Characteristics !

Made in Brooklyn Creative Design Studio Stylish Everyday Products The Perfect Gift For Women and Men Accessible

There’s a Maptote for everyone.Regardless of who you are, what you do, or where you live there’s a Maptote for you.

Three Pillars

Everyday Chic The Perfect GiftCreative Studio

Creative Studio

Everyday Chic

The Perfect Gift

Photo shoots - becoming a lifestyle brand

X

X

SiteMap

Cities Tote Bags* Travel Pouches* Wine Totes Home Goods Kids & Baby Accessories

US

Europe

Asia

Grocery

Everyday (black)

Hobo (natural)

Hobo (black)

Mini

Denim

Organic

Beach

Dopp Kit

Pencil Pouch

Make-up Pouch

Change Purse

Single Bottle

Double BottleCloth Napkins

Alphabet Prints

Calendars

Note Cards

Onesies

T-shirts

Buttons

Company Press Stores Custom Contact Newsletter

Our Story

News BlogBlogs

Magazines

Television

US

InternationalBusiness

PersonalInformation

Twitter

Facebook

Instagram

Pinterest

WHERE DO WE GO FROM HERE

YOUR BIG SPARK IS NOT A WIREFRAMEIt’s a story. It’s a solution. It’s an experience.

THANK YOU@jonsetzen

jonsetzen.com