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Designing for
the Right Audience

Danielle Arvanitis
Plaid is the new flat
—Tim Burks
John Maeda, KPCB
Sunnyvale
Designing for the
wrong audience
Designing for ourselves
Designing for design peers
Designing for the marketing department
7
11
4

avg
high
low
Designing for patents
Designing for gatekeepers & the media
The promise you make…
So…how can I
be sure to design
for the right audience?
Skills
One designer can illustrate with
ease, while another can barely
manage a stick figure. Both are
competent UX designers.
—Braden Kowitz, Google Ventures
Style
Layout

Manipulation
Viewing & Navigation

Task Flow
Conceptual Model

STRUCTURE

Organizational Model

BEHAVIOR

User Assistance

 

PRESENTATION

Text

Universal Model of the User Interface. © 2003, Robert Baxley
Style
Layout

Manipulation
Viewing & Navigation

Task Flow
Conceptual Model

STRUCTURE

Organizational Model

BEHAVIOR

User Assistance

 

PRESENTATION

Text

Universal Model of the User Interface. © 2003, Robert Baxley
Style
Layout

Manipulation
Viewing & Navigation

Task Flow
Conceptual Model

STRUCTURE

Organizational Model

BEHAVIOR

User Assistance

 

PRESENTATION

Text

Universal Model of the User Interface. © 2003, Robert Baxley
Style
Layout

Manipulation
Viewing & Navigation

Task Flow
Conceptual Model

STRUCTURE

Organizational Model

BEHAVIOR

User Assistance

 

PRESENTATION

Text

Universal Model of the User Interface. © 2003, Robert Baxley
Style
Layout

Manipulation
Viewing & Navigation

Task Flow
Conceptual Model

STRUCTURE

Organizational Model

BEHAVIOR

User Assistance

 

PRESENTATION

Text

Universal Model of the User Interface. © 2003, Robert Baxley
Text

VISUAL DESIGNER

Style
Layout

BEHAVIOR

User Assistance

Manipulation
INTERACTION DESIGNER
Viewing & Navigation

Task Flow
ARCHITECT
Conceptual Model

STRUCTURE

Organizational Model
Temperament
Ego-driven
Service-driven
But how do I
tell them apart?
A simple question
Listen for keywords
You need both!
Last thoughts
This is a great time
for design.
This is a great time
for design.

ERS
Design is a
service industry
Thanks!
Danielle Arvanitis
@dannyoyello
dmaux.com

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Designing for the Right Audience