Learn how user interface designers and user experience designers play an important part in creating products and services that keeps customers or users coming back for more.

1. Oct 31, 2015
DESIGN IN STARTUPS
STARTUP CAREER DAY
By Mike Chen

2. Hi, I’m Mike.

4. Minitheory specialises in product design
We design based on how people think and behave
Research
Competitor Research
Analytics
Stakeholder Interviews
Guerilla Testing
Analysis of Data, Models
and Systems
Ideation & Exploration
Whiteboarding
Lo-fi Sketching
Paper Prototypes
User Flow and Scenarios
Design
Visual Design
UI Style Guide
Design Specifications
Prototype
Clickable wireframes
Interactions + Animations
Usability Testing

5. Guiding principles
1. Technology should make life simpler
2. Design based on how people think, work and
behave
3. Design to solve problems, not to paint pretty
pictures
4. Experiment, fail fast and iterate
We want to make software simple and useful
We love computers, but it’s unfortunate that some software makes us feel like idiots. We want to
change that. We expect software to be intuitively designed - and ultimately, useful.

13. Design in Startups

14. What is Design?

15. Is it about making
beautiful things?
Mercury Watch by ZIIIRO. Image Credit: Fancy.com

16. “the products of design are just the means to an end...
this implies that design is a field of outcomes and
consequences more than one of artifacts.”
Excerpt From: Frank Chimero. “The Shape of Design.”
The Shape of Design by Frank Chimero. Image Credit: #incipitreadings

17. Creating outcomes
Not creating artifacts
What we create is a means to an end
What is design?

18. Creating outcomes
behavioural
emotional
physiological
& more...
sounds fluffy?

19. Behavioral
outcome
Image Credit: Candy Crush Soda by King

20. Emotional outcome
Image Credit: Inside Out by Pixar. Article by Huffington Post.

21. Emotional outcome
Image Credit: Inside Out by Pixar. Article by Huffington Post.

22. Physiological outcome
Image Credit: Lounge Chair with Ottoman by Charles Eames

23. What outcomes can design
create for startups?

24. Imagine for a minute
you run an ecommerce startup

25. Behavioral outcome
Find a specific
product easily
Browse if not sure
what to buy
Checkout and buy

26. Behavioral outcome
Checkout and buy
Ka-ching!

27. Emotional outcome
Familiar logos/designs
Create trust

28. Emotional outcome
Removing friction
Encourages impulse buys

29. Sign up
Invite friends
Enter credit card
Log in everyday Facebook!
And the list goes on...

30. How do we create these
outcomes?

31. Jump into Photoshop?
Image credit: Adobe

33. Run experiments!
Image credit: RCA Records

34. Run experiments!
Image credit: RCA Records

35. Expected Outcome
Hypothesis
Run the Experiment
Feedback &
Research
Analysis
Create the Prototype
MVP
Lean UX. Jeff Gothelf

36. Becoming a Lean UX Guru. Startitup.
Is the problem painful enough?
Does my solution solve it?
Different outcomes needed at
different stages of a startup

37. Learn about your users goals and pain points
through user research
Resources for user research “Just Enough Research” by Erika Hall, “Interviewing Users” by Steve Portigal

38. A persona summarises similar
behavioural patterns
Pain point:
Wine is inaccessible for
beginners
Solution?

39. A personal transportation that “will be to the car what the car
was to the horse and buggy”
Reality
● slower than a bicycle
● but much more expensive
● can’t be ridden on the road
● can’t be put in a car/bus/train
● people got laughed at for
riding on it
It didn’t fit into people’s lives, and didn’t solve problems
people had.
The Segway

40. Lean UX Week. Luxr
Rapid prototypes test market assumptions, and
use customer feedback to evolve the design
faster and reduce waste.

41. Make your ideas real… Really fast!
And the fastest tools:

43. Example Usability Test with a Paper Prototype. Blue Duck Labs

44. Prototyping for Elmo’s Monster Maker iPhone App. IDEO. Projectors and pico projectors can be used to manipulate
the environment.
Google glass was prototyped in a day using a pico-
projector, chopsticks and a coat hanger.
No programming skills or software? Simply edit your
drawings as an animated movie.
Helpful Rapid Prototyping Methods and tools to bring Digital Ideas to Life Fast. Chief Disruption Officer

45. Work ugly, quick and dirty.
Get out and test it

46. Ugly?
WTF?

47. Lean UX Week. Luxr
THINK
release
MAKE
release
MAKE
release
MAKE
time
Risk(unvalidated
effort)

48. Lean UX Week. Luxr
Risk(unvalidated
effort)
time

49. How to build a minimum viable product. Fast Monkeys

50. RESEARCH PROTOTYPING VISUAL
VISUALPROTOTYPING
“UX/UI”
REALITY

52. Any questions?
Mike Chen
Co-founder & CEO
@slidbook
mike@minitheory.com
Thanks for your kind attention.

53. Mike Chen
Co-founder & CEO
@slidbook
mike@minitheory.com

54. COPYRIGHT INFORMATION
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like to change, please contact mike at minitheory.com.
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