My talk at India UX/UI Design Week 2014

1. Bu$ine$$ -by- Design
Tathagat Varma, VP Strategic Process Innovations and HR,
[24]7 Innovation Labs

2. What is Design?
h"p://y'ffanie.files.wordpress.com/2009/02/design-­‐as-­‐john-­‐heske"2.jpg

3. Dieter Rams’ Ten Principles of Good Design
h"p://startupsthisishowdesignworks.com/

4. Elegant
Solution

5. ROI of Design
h"p://blogs.hbr.org/2014/04/design-­‐can-­‐drive-­‐excep'onal-­‐returns-­‐for-­‐shareholders/

6. Are you a UX Statistic?
h"p://vitamintalent.com/ux-­‐sta's'c/#Development

7. What I Have Learnt...
Pic:
h"ps://wordswewomenwrite.files.wordpress.com/2014/03/years-­‐lessons-­‐learnt.gif?w=529

8. Keep the user in mind. Always.

9. (WE) Software Engineers make (really) terrible
designers!

10. Design is not ivory tower
h"ps://www.quirky.com/shop
“We
designers,
we don’t work
in a vacuum. We
need business
people. We are
not the fine
artists we are
often confused
with.” – Dieter
Rams

11. Good design is original! Great design is copied!!
Transparency
(Windows
Vista “Aero”)
Live
Wallpapers
(Android)
DESKTOP CLOUD
Apps
(Chromebook)
Card
Multitasking
(Palm)
Tags and Tabs
(Multiple)
h"p://www.fastcodesign.com/1672799/5-­‐ideas-­‐apple-­‐gleefully-­‐stole-­‐from-­‐google-­‐twi"er-­‐and-­‐microsoQ

12. Process is changing, so should design methods
Traditional Web Development Process, circa 2000-2007
Agile Web Development Process
h"p://sixrevisions.com/web-­‐development/agile/

13. Instinct Vs. Data?
• Use Data to know
– Customer behavior
– Decide among options
• Use instincts to decide
– product quality
– Long-term impact
h"p://www.brandlearning.com/Blog-­‐ar'cles-­‐And-­‐news/The-­‐Capable-­‐Marketer.aspx?pos'd=113
h"p://www.wired.com/2013/11/design-­‐world-­‐stop-­‐figh'ng-­‐over-­‐data-­‐vs-­‐ins'nct/

14. Design management scorecard
Design is based on concepts developed by others.
Design conceives and develops products, packaging, interfaces, services, or messages.
We work to unify design with other design groups in your organization
We conceive customer experiences and work with project teams to make the experiences a reality
We use design / Design Thinking to participate in developing new markets and business strategies
h"p://www.dmi.org/

16. References
• Design Can Drive Exceptional Returns for Shareholders,
http://blogs.hbr.org/2014/04/design-can-drive-exceptional-returns-for-shareholders/
• Agile Web Development That Works, http://sixrevisions.com/web-development/agile/
• Goodbye, Google, http://stopdesign.com/archive/2009/03/20/goodbye-google.html
• What is Windows Aero?, http://windows.microsoft.com/en-us/windows-vista/what-is-windows-aero
• How and When Do You Make Decisions,
http://www.brandlearning.com/Blog-articles-And-news/The-Capable-Marketer.aspx?postid=113
• Balancing Design Instinct + Judgment vs. A/B Testing for design changes,
http://devopsangle.com/2013/07/03/balancing-design-instinct-judgment-vs-ab-testing-for-design-changes/
• Cover slide pic: http://www.a-speakers.com/wp-content/uploads/2012/02/Love-or-Business-graphic-3.jpg
• Why We Crave the Last Drop
http://online.wsj.com/news/articles/SB10001424127887323339704578173252368630748
• What is the real value of design,
http://motivstrategies.com/files/DMI_Review-
What_is_the_Real_Value_of_Design_Jeneanne_Rae_Motiv_Strategies-WEB.pdf
• Good design is good business, http://www-03.ibm.com/ibm/history/ibm100/us/en/icons/gooddesign/
• Design the new business, http://www.designthenewbusiness.com/