https://www.etiennegarbugli.com
21 key things entrepreneurs should know about product design. Presentation originally created for BootUp, a Startup Incubator in Hong Kong.
21 Things You Might Not Know About Product Design...
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
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.
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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
The idea: Sell expensive branded fashion apparel.
Spent: $135 million in 6 months.
Highlights: When Boo.com went bust, they owed over $21million to creditors. Boo.com's software and technology purchased at $70 million, were sold off for $250k.
What went wrong? They built a site using JavaScript and Flash in the days of 56k modems so users had to wait ages to load the site, they also employed 400 people when they only needed 30.
Source: 37 Signals, Getting Real
Most people really only heavily use about 5 to 7 services. If you want to be an important product and a big business, you will need to figure out how to fit into one of those 5 to 7 services, which means capturing your user’s fascination, enthusiasm, and trust. You need to give your users a real reason to add you into their time. (Jason Goldberg)
Don't think you can change behaviors in social media, use them the way people already use them (sylvain amoros)
Understand your meaning, what you’re enabling (benefits). How do you know? Really?
Understand why the things are designed a certain way, adapt if needed. Every page needs a purpose (Seth Godin). Learn to deconstruct to understand how things are made and recognize patterns. (Ex. music with tablatures.)
Goal time (time spent achieving your objective perceived as High value) and Tool time (time spent using the tools perceived as Low value). Reduce Tool time. Think you’re clever, you’re merely annoying…
Forget about 'have tos' early on, plenty of time later on. Figure out what the lowest level of approximation possible is and start with it (eg. Flagback positioning).
Don't build things/features that can be easily done using Open Source (eg. Paypal). Only build what is core to your product. Use open source for everything else (eg. Paypal). Open source ideas
The longer it takes to develop, the less likely it is to launch (37 signals).
Typing is more of a barrier to entry than clicking
Content actually matters
think visual flow What do you notice?
think visual flow What do you notice?
The Blank State Should Not Be Blank
Always look for ways to provide an overview .
Try to include Wow moments in your product
to get people talking about the UX (Mint, Aaron Forth).
copying design can be dangerous Jared Spool
Right options at the right time and position. Eliminate unneeded Elements (especially true for conversion funnels). Design is reductive process. A/B test Make it feel natural.
Track every step of the funnel (landing, sign up, usage, etc) to see where there’s problems (Web design for ROI).
Introduce 1 feature at a time
to be able to evaluate and roll back if necessary (Web design for ROI).
Do you know what POST analysis, heuristic, etc are? No, well you don't know everything keep that in mind.