https://www.etiennegarbugli.com 21 key things entrepreneurs should know about product design. Presentation originally created for BootUp, a Startup Incubator in Hong Kong.

1. 21 Things You Might Not Know
About Product Design...
...and if you do, please
pretend like you don't.
Etienne Garbugli
Product Design & Marketing Consultant

2. Me me me.

3. •Comms / Marketing background
•First (Geocities) Website in 1998
•Founded 2 startups (Flagback &
HireVoice)
•Senior Usability / UX Expert
•Author of Lean B2B: Build
Products Businesses Want

4. 1.
Ideas are nothing without
proper execution

5. }
Boo.com

6. 2.
Most people only really use
5 to 7 services

7. }

8. 3.
You can’t easily change user
behavior

10. 4.
Understand your meaning

11. Company name is for market segment
who are dissatisfied with problem being
solved. Our product name or service
offering provides companies with benefits.
Unlike our competitors, we have
proprietary advantage.
}

12. 5.
Challenge the Status Quo

13. }

14. 6.
You may not need a signup

15. Tripit.com

16. 7.
Perceived value is key

17. }
Moof.com

18. 8.
You don’t have to build
everything

19. }

20. 9.
Others have done it before

21. }

22. 10.
The longer it takes to
develop, the less likely it is
to launch

23. } L

24. 11.
Typing is a barrier to entry

25. }

26. 12.
Content actually matters

27. }

28. 13.
Visual flows convert

29. }

30. }

31. 14.
The blank state should not
be blank

32. }
Dokdok.net

33. 15.
People love overviews

34. }

35. 16.
(Great) UX can create word
of mouth

36. Mint.com
}

37. 17.
Copying can be dangerous

38. Amazon.com Target.com
}

39. 18.
Good design feels natural

40. }
Whichtestwon.com

41. 19.
You need metrics to survive

42. }

43. 20.
Features are best introduced
one at a time

44. }
Batch Import and Export of catalogue Product comparisons
Product Reviews Layered / Faceted Navigation for filtering of
products in Search Results Shopping Cart Report Product
Image Zoom-in Downloadable Products
Capability Abandoned Shipping to multiple addresses in one
order Order Tracking from Account A/B and Multivariate Testing
Google Base Integration Meta-information for products and
categories Admin Dashboard for Report Overview

45. 21.
You can’t know everything

46. }
POST analysis Heuristic evaluations Lean
startup methodology 5 second test Scrum A/B
testing SWOT analysis Aarrr metrics 4Q
surveys Cost-benefit analysis Conversion
funnel Analysis Price Point Analysis
Personas

47. +1 Bonus

48. “Progress is not the number of
features, it's user behavior change.”
- Dave McClure, Entrepreneur & Investor
}

49. Thank you.
Etienne Garbugli
Product Design & Marketing
Consultant
Email: Etienne@leanb2bbook.com
Blog: www.leanb2bbook.com
Twitter: @egarbugli