Design for Startupers #TechPeaks

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Vitaly Golomb

Design Technologie Business

VITALYM.GOLOMB|@VITALYG
DESIGNFORSTARTUPERS
JULY11TH,2014

+Investor
C E E D . V C
K E E N P R I N T. C O M

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

#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

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

“Designisnotjust
whatitlookslike.
Designishowitworks.”
SteveJobs

INTERFACE
LOGIC
99%OFTHEWORLDDOESNOTUNDERSTAND
THEMAGICOFPROGRAMMING
YOURAPPLICATION
DATA
INTERFACE
HOWUSERSSEEIT
MAGIC

“Asfarasthecustomeris
concerned,theinterface
istheproduct.”
JefRaskin
CreatorofAppleMacintosh

GRAPHICDESIGN
BRANDING
ILLUSTRATION
TYPOGRAPHY
IMAGEMANIPULATION

userexperience
GRAPHICDESIGN
PSYCHOLOGY 
KNOWLEDGEOFMEDIUM
SENSEINTENT

VISUALBY:ENVISPRECISELY
BASEDON:THEDISCIPLINESOFUSEREXPERIENCEBYDANSAFFER

ui/visual
SUBSETOFUX&
GRAPHICDESIGN
DESIGNPRINCIPALS
FORGIVENOS
SURFACEFUNCTIONALITY

front-enddeveloper
DESIGNEYE
EXECUTEUX/UI
BRIDGETOENGINEERING

marketing
COPYWRITING
SALES
VOICEOFTHECUSTOMER

UI/VISUAL FRONT-ENDDEV.GRAPHICDESIGN USEREXPERIENCE MARKETING

“Gooddesignisobvious.
Greatdesignistransparent.”
JoeSparano
@joesparano

NOSUCCESSFULPRODUCTHAS
EVERCOMEOUTOFAFOCUSGROUP

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

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

Unintentional self genius
activity-
focused

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

“Designisintelligencemadevisible.”
DonNewgren
Artist

definetheproblemandlet
designersdotheirjobs

BUSINESSwith domain expertise
DESIGN ENGINEERING
balanced startup team

DESIGN//BUILD//FUND
www.startupaddventure.co
@EUVenturesummit

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Design for Startupers #TechPeaks

1. VITALYM.GOLOMB|@VITALYG DESIGNFORSTARTUPERS JULY11TH,2014

2. +Investor C E E D . V C K E E N P R I N T. C O M

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

4. DESIGN ≠ ART

5. DieterRamsINDUSTRIALDESIGNGURU

10.

11.

12. DieterRams TENPRINCIPLES OFGOODDESIGN

13. #1ISINNOVATIVE   TAKESADVANTAGEOF  NEWTECHNOLOGY

14. #2MAKESAPRODUCT MOREUSEFUL   USEDICTATESFORM

15. #3ISAESTHETIC   ONLYWELL-EXECUTED OBJECTSCANBEBEAUTIFUL

16. #4 MAKESAPRODUCT UNDERSTANDABLE MAKESAPRODUCTTALK

17. #5ISUNOBTRUSIVE   NEUTRAL,OPENTO  USERSELF-EXPRESSION

18. #6ISHONEST   DOESN’TMAKEPROMISES THATCANNOTBEMET

19. #7ISLONGLASTING   FASHIONABLEDESIGN  DATESQUICKLY

20. #8ISTHOROUGH   LEAVESNOTHINGTOCHANGE, DOWNTOTHELASTDETAIL

21. #9 ISENVIRONMENTALLY-FRIENDLY USESONLYWHATISNEEDED

22. #10 ISASLITTLEDESIGNASPOSSIBLE SIMPLEANDPURE

23. AND NOW SOME BAD DESIGN...

24.

25.

26.

27.

28.

29.

30.

31.

32.

33. CONSISTENT

34. PORSCHE911 50YEARS-7GENERATIONS

35. howimportant isperception?

36. trustuswithyour  bankinglogins

37. 60-80%markupon dirt,oil,wax,andfragrance

38. sohowmuchis “design”worth?

39. +100-350%

40. +200-400%

41. +100-500%

42. +800-1000%

43. +200-5600%

44. “Designisnotjust whatitlookslike. Designishowitworks.” SteveJobs

45. INTERFACE LOGIC 99%OFTHEWORLDDOESNOTUNDERSTAND THEMAGICOFPROGRAMMING YOURAPPLICATION DATA INTERFACE HOWUSERSSEEIT MAGIC

46. “Asfarasthecustomeris concerned,theinterface istheproduct.” JefRaskin CreatorofAppleMacintosh

47. designdisciplines

48. GRAPHICDESIGN BRANDING ILLUSTRATION TYPOGRAPHY IMAGEMANIPULATION

49. userexperience GRAPHICDESIGN PSYCHOLOGY  KNOWLEDGEOFMEDIUM SENSEINTENT

50. VISUALBY:ENVISPRECISELY BASEDON:THEDISCIPLINESOFUSEREXPERIENCEBYDANSAFFER

51. ui/visual SUBSETOFUX& GRAPHICDESIGN DESIGNPRINCIPALS FORGIVENOS SURFACEFUNCTIONALITY

52. front-enddeveloper DESIGNEYE EXECUTEUX/UI BRIDGETOENGINEERING

53. marketing COPYWRITING SALES VOICEOFTHECUSTOMER

54. UI/VISUAL FRONT-ENDDEV.GRAPHICDESIGN USEREXPERIENCE MARKETING

55. “Gooddesignisobvious. Greatdesignistransparent.” JoeSparano @joesparano

56. user-centricdesign

57.

58.

59. NOSUCCESSFULPRODUCTHAS EVERCOMEOUTOFAFOCUSGROUP

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

61. designsuccess formula...

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

63. Unintentional

64.

65. Unintentional self genius activity- focused

66. designdriven Development

67. designgoesfirst

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

69. “Designisintelligencemadevisible.” DonNewgren Artist

70. definetheproblemandlet designersdotheirjobs

71. workingwith designers

72. whatdo designersneed?

73. hint: it’snotmoremoney

74. InterestingProblems

75. CreativeEnvironment

76. ASeatatTheTable

77. main ingredient: team

78. BUSINESSwith domain expertise DESIGN ENGINEERING balanced startup team

79. designiscore

80. DESIGN//BUILD//FUND www.startupaddventure.co @EUVenturesummit

81. want the slides? follow @vitalyg