In his UXRiga 2017 conference talk Andy Budd shared his experience what understanding, effort, and a commitment to change is required to bring design into organisation. He also explains the 4 orders of design.

1. DESIGNFOR COMPETITIVE ADVANTAGE
@andybudd

2. Inthemajorityofearlyproducts
UtilityTrumpsDesign

3. EarlyElectricHairdryer.

4. EarlyElectricCurlers.

5. EarlyDeviceforthe
TreatmentofHysteria.

6. Intherushtomarket,
alltheseproductscontained
criticaldesignflaws.

7. TheDeathStarisa
health&safetynightmare.

8. Therearealwaysearlyadopters.

9. Theywillfinditugly.

10. Theywillfinditconfusing.

11. TheywillfinditconfusingTheywillfinditdifficulttouse.

12. Withoutconsiderationoftheuser…
Productsenduplookinglikethis.

13. Productsareoftenbuiltbysuperusers…
Whostruggletodesignformassmarket.

14. Whenyourusersreallywantthis.

15. Earlystagestart-upsoftenlooktowardsdesign.

16. Peoplethinktheyarebuyingdesigners.
Buttheyoftenendupwithstylists.

17. Incidentally…
Doesanybodyknowwhothisis?

18. The Eiffel Tower
Out of HAIR!!!
WTF!

19. TheDribbblisation
OfDesign

20. bythetimeyou’vereached
Product-
MarketFit.
theholygrailof

21. You’vehittheend
oftherunway.

22. Orsomebodybeatyoutoit!

23. “ThetechnologyDeadpoolislittered
withthegravesofstartupsthatfailedto
reachProduct-Marketfitbymistakingit
foranengineeringproblem.”

24. CrossingtheChasm
Innovators Early
adopters
Early
majority
Late
majority
Laggards

25. Technologyisbecomingacommodity

26. Thereisnothingspecial
aboutyourtechplatform
thatcouldn’tbecopied
inamatterofweeks.

28. FeatureParity
Isjustaroundthecorner

29. BrandExperience
UserExperience
&

30. Gooddesignis…
Difficulttoachieve
&hardtoreplicate.

31. DNA
Designisthe
ofyourproduct

33. Theimportanceofstyleandaesthetics

34. Designdrivesdesire

35. FIRST ORDER DESIGN
We call this

36. Aestheticsonlygosofar

37. SECOND ORDER DESIGN
Is how the product feels

38. ThefeelingoftwistingtheNest

39. The“clunk”ofthemagsafeconnector

40. Thesoundofthecardoorclosing

41. UIAnimation

42. THIRD ORDER DESIGN
focusses on interaction

43. Gooddesignisn’tjustwhatsomethinglookslike.
It’showitbehaveswhenused.

44. Thistypeofdesignisfocussedonsolving
interactionproblems

45. DEDUCTIVEABDUCTIVEINDUCTIVE
BusinessDesignTech

46. Agooddesignersworkplace
Shouldlooklikeacrimehashappened

47. FOURTH ORDER DESIGN
focusses on systems thinking

48. Designthinking

49. Thankstopublicationslike
HarvardBusinessReview
Designhasbecomethe
hotnewbusinesstrend

50. DESIGN THINKING is the combination of
abductive reasoning, concept modelling,
and the use of common design tools
to solve intangible problems.

51. Manycompaniesclaimthey
understand&valuedesign.

52. Youcan’tclaimtoGETdesign
ifyouhaveonedesignerfor
everytenortwentydevelopers.

53. Designerscan’tdesign
inthisenvironment.
Alltheycandois…
FireFight.

54. Design becomesaccidental.

55. Highlyeffectivedesignteams
haveonedesignerforevery
3-6developers.

56. TWOPIZZATEAM.
Youneedatleastonedesigner
(andpreferablymore)inyour

57. Productmarketfit
isdeliveredbyyour
DESIGNTEAM.

58. SOFTWAREIS EATING THE WORLDIF

59. DESIGNBusiness Opportunity=

60. MORE DESIGNFUL
COMPANIES
TIME FOR US ALL TO BECOME

61. Thanksforyourtime.
@andybudd

62. Anyquestions?
@andybudd