VITALYM.GOLOMB|@VITALYG
designforstartupsBUILDBETTERPRODUCTSNOTMOREFEATURES
FEB16th,2016

VITALYM.GOLOMB//SANFRANCISCO&THEWORLD golomb.net // @vitalyg ✓
BORNINUKRAINE,GREWUPINCUPERTINO-STARTUPSSINCEAGEOF13 ✓ FOUNDEROF“STARTUPADDVENTURE”CONFERENCE-SEVENCOUNTRIES ✓ DEGREEINCOMPUTERANDVIDEOIMAGING ✓ STARTEDTHREECOMPANIES,ONEVC-BACKED ✓ GUESTLECTUREDATSTANFORD,UCBERKELEY,ANDOTHERS ✓ SPEAKER&MENTORIN20+COUNTRIESANNUALLY ✓ GUESTCONTRIBUTORTOTECHCRUNCH ✓ AUTHOR“ACCELERATEDSTARTUP”COMINGIN2016

“Artislikemasturbation.Itisselfishand introvertedanddoneforyouandyoualone... ...Designislikesex.Thereissomeoneelse involved,theirneedsarejustasimportant asyourown,andifeverythinggoesright,
bothpartiesarehappyintheend.” ColinWright @colinismyname

DESIGN ≠ ART

DieterRamsINDUSTRIALDESIGNGURU

DieterRams
TENPRINCIPLES
OFGOODDESIGN

#1ISINNOVATIVE
TAKESADVANTAGEOF
NEWTECHNOLOGY

#2MAKESAPRODUCT
MOREUSEFUL
USEDICTATESFORM

#3ISAESTHETIC
ONLYWELL-EXECUTED
OBJECTSCANBEBEAUTIFUL

#4
MAKESAPRODUCT
UNDERSTANDABLE
MAKESAPRODUCTTALK

#5ISUNOBTRUSIVE
NEUTRAL,OPENTO
USERSELF-EXPRESSION

#6ISHONEST
DOESN’TMAKEPROMISES
THATCANNOTBEMET

#7ISLONGLASTING
FASHIONABLEDESIGN
DATESQUICKLY

#8ISTHOROUGH
LEAVESNOTHINGTOCHANGE,
DOWNTOTHELASTDETAIL

#9
ISENVIRONMENTALLY-FRIENDLY
USESONLYWHATISNEEDED

#10
ISASLITTLEDESIGNASPOSSIBLE
SIMPLEANDPURE

AND NOW SOME
BAD DESIGN...

CONSISTENT

PORSCHE911
50YEARS-7GENERATIONS

howimportant
isperception?

trustuswithyour
bankinglogins

60-80%markupon
dirt,oil,wax,andfragrance

sohowmuchis
“design”worth?

+100-350%

+200-400%

+100-500%

+800-1000%

+200-5600%

“Designisnotjust
whatitlookslike.
Designishowitworks.”
SteveJobs

INTERFACE LOGIC 99%OFTHEWORLDDOESNOTUNDERSTAND THEMAGICOFPROGRAMMING YOURAPPLICATION
DATA INTERFACE HOWUSERSSEEIT MAGIC

“Asfarasthecustomeris
concerned,theinterface
istheproduct.”
JefRaskin
CreatorofAppleMacintosh

designdisciplines

GRAPHICDESIGN
BRANDING
ILLUSTRATION
TYPOGRAPHY
IMAGEMANIPULATION

userexperience
GRAPHICDESIGN
PSYCHOLOGY
KNOWLEDGEOFMEDIUM
SENSEINTENT

VISUALBY:ENVISPRECISELY
BASEDON:THEDISCIPLINESOFUSEREXPERIENCEBYDANSAFFER

ui/visual SUBSETOFUX& GRAPHICDESIGN DESIGNPRINCIPLES FORGIVENOS
SURFACEFUNCTIONALITY

front-enddeveloper
DESIGNEYE
EXECUTEUX/UI
BRIDGETOENGINEERING

marketing
COPYWRITING
SALES
VOICEOFTHECUSTOMER

UI/VISUAL FRONT-ENDDEV.GRAPHICDESIGN USEREXPERIENCE MARKETING

“Gooddesignisobvious.
Greatdesignistransparent.”
JoeSparano
@joesparano

user-centricdesign

NOSUCCESSFULPRODUCTHAS
EVERCOMEOUTOFAFOCUSGROUP

"IfIhadaskedpeoplewhat
theywanted,theywould
havesaid‘fasterhorses’."
HenryFord

THEREISNOEVIDENCE
HEACTUALLYSAIDTHIS

"Ifthereisanyonesecretof success,itliesintheabilityto gettheotherperson’spointof viewandseethingsfromthat person’sangleaswellasfrom
yourown." HenryFord

designsuccess
formula...

Vision + Feedbackfromcustomers/users + Culture(consistency&expectations)
+ Techniques JaredSpool @jmspool

Unintentional

Unintentional self genius
activity-
focused

designdriven
Development

designgoesfirst

PROBLEM DEFINITION WIREFRAMES +PROTOTYPES USER
INTERFACE DESIGN ARCHITECTURE APPLICATION DEVELOPMENT FRONT-END DEVELOPMENT MARKETING CUSTOMER FEEDBACK RINSE&REPEAT

“Designisintelligencemadevisible.”
DonNewgren
Artist

definetheproblemandlet
designersdotheirjobs

workingwith
designers

whatdo
designersneed?

hint:
it’snotmoremoney

InterestingProblems

CreativeEnvironment

ASeatatTheTable

howwouldyoulikeyourdesign?
picktwo

FAST CHEAP GREAT FREE UGLY,
RUSHED,AND CARELESS NEVERONTIME DOESNOT EXIST YOUGET WHATYOU PAYFOR DOESNOT EXIST TRASH DOESNOT EXIST

mainingredient:team

BUSINESSwithdomainexpertise
DESIGN ENGINEERING
balancedstartupteam

designiscore

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