Why good

design matters

Where to focus

tweet me questions @putorti

What makes a
great process

III

Why good design matters

Design is the rendering

of intent.

http://www.uie.com/articles/design_rendering_intent/

FINDING INTENT

RENDERING INTENT

User Research
Market Opportunity
Vision

Wireframes
Prototypes
Process

http://www.uie.com/articles/design_rendering_intent/

user
needs

business
goals

III

Where to focus

Depends on your market / competition

Technology

Features

https://www.uie.com/brainsparks/2007/07/17/the-market-maturity-framework-is-still-important/

Experience

Integration

Where is your market?

Technology

https://www.uie.com/brainsparks/2007/07/17/the-market-maturity-framework-is-still-important/

Features

Experience

Integration

Where is your market?

Technology

https://www.uie.com/brainsparks/2007/07/17/the-market-maturity-framework-is-still-important/

Features

Experience

Integration

TECHNOLOGY

Product Design: Create a product that solves a

problem or satisfies a desire.
FEATURES

Interaction Design: Make it easy to understand and use.

EXPERIENCE

Visual Design: Beautiful product and brand.

http://www.wired.com/2015/05/google-ventures-not-every-product-needs-beautiful/

1995:
Technology
Market

Product only

2015:
Experience
Market

http://thegongshow.tumblr.com/image/345941486

http://thegongshow.tumblr.com/image/345941486

Product first,
Interaction and
Visual later

2010:
Technology
market

Product first

2015:
Experience
market, more
competition

Product,
Interaction
and Visual

Experience market,
heavy competition

Product,
Interaction
and Visual

III

What makes a great process

1.
Have a great story

Who is your customer?

Have open-ended conversations to develop empathy

Find needs, pain & behaviors
What will help you make a design decision?
Test hypotheses

What is her problem?

Why you vs. a competitor?

When will you launch?

How will you solve the problem?

For target customers who have a problem, our product is a new

category that provides solution to that problem. Unlike the
alternatives, we have a key dierentiator.

Positioning: The Battle for your Mind by Al Ries and Jack Trout

2.
Know the entire journey, but choose
where to focus

DISCOVERY

COMPOSE &
SHARE

NOTIFICATIONS
Jason just took an action on
stopping housing speculation.
Without prompting, a member just
happened to be taking actions, and the
rest of the group was notied. The group
now is able to click thru and nd out
what Jason did

Blake sees something he really wants

his friends opinions on. He hits share,
pulls up the iOS share sheet, and taps
on the brigade icon to share that
content to a specic group

He shares it to the Super awesome

group, where his friends are.

Blake just posted a video in

your Super Awesome group

Rich embed has everything his

friends needs to fully understand the
content, and have an opinion.

Push, icon badge, in app notications

make sure his friends see that he
posted something. Immediately.

While chatting in the super awesome

group, Blake remembers theres this
one video he really wants to share
with his friends and seearches for it.

His friends see it, a heated discussion

builds...

Everyone commits and signs the

petition.

The discussion is heated, they

decided to nd someone with
more knowledge to this. So they
went and invited a person to the
group that was suggested by
Brigade because of her knowledge on the subject.

ANSWERS,
INSIGHTS

Blake proposes it to the group, letting

the group decide whether they would
like to commit to taking action.

People saw who voted, who didnt

vote, and because people cared so
much about the topic, they reminded
each other to vote so they could see
where everyone stands on the issue.

Mike, Jason, and John havent voted yet.

Surprised with the amount of passion
on this topic coming from both sides,
Blake (or anyone) decided to do a
vote internally for the group.

Joan gets a request to join the group chat

Seeing that most people agreed that

tech shuttles are bad, Blake did a
quick search on Brigade and found
an appropriate campaign and action.

ACTION

credit @shaykevin

Finally peoples votes are all

calculated and people in the group
are now able to see how they
compared to their peers.

People begin to discover that not

everyone voted the same, they were
curious about each others reasoning,
and began to post more and shared
more content into the group. Each
trying to convert the other side.

DISCUSSIONS,
DECISIONS,
PROPOSALS

Joan leaves her 2 cents, suggests a

campaign and action for the group, and
leaves.

Behaviors,
Philosophies,
Feelings

Ways to Support
Towers / Business
Opportunity

Mental Models by Indi Young

Whats the context?

Understand when your product is not being used

What happens in the gaps? What changes?
Mobile vs. desktop
How are you handling interruptions?

3.
Validate assumptions, learn cheaply,
lower your risk

[The design process] is about designing and prototyping and making.

When you separate those, I think the final result suffers.
JONY IVE

credit @shaykevin

http://davewrightjr.com/work-npr-planet-money.html

http://www.galynbunnell.com/humm/

https://marvelapp.com/explore/331930/mondo-conversation/

https://marvelapp.com/explore/331930/mondo-conversation/

Interactions are:
obvious when a user is comfortable, moves through, meets
expectations
intuitive if user pauses, but can answer when you ask what do you
think it does?
poor if none of above or desirable by the user; consider
onboarding, or scrapping
try existing patterns first, innovate where necessary

4.
Use visual to affect brand,
build trust, connect emotionally

The thing that people dont understand is that the only way you can
be successful with your branding is if you have a great product to sell.
If people go home and arent happy, that wont work. Your product
has to stand up for itself.
P. DIDDY

5.
refine(refine(product));

Have a feedback mechanism:

App Reviews, NPS, Intercom, Social

Listen to customers, but dont always take literally.

Silent majority.
Validate hypotheses.
Remember your vision

Learn to love failure; make frequent, small

improvements.
Kill a feature, see if anyone cares.

Why good
design matters

Where to focus

tweet me questions @putorti

What makes a
great process