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VITALYM.GOLOMB|@VITALYG
designforstartupsBUILDBETTERPRODUCTSNOTMOREFEATURES
FEB16th,2016
VITALYM.GOLOMB//SANFRANCISCO&THEWORLD
golomb.net // @vitalyg
✓ BORNINUKRAINE,GREWUPINCUPERTINO-STARTUPSSINCEAGEOF13
✓ FOUN...
“Artislikemasturbation.Itisselfishand
introvertedanddoneforyouandyoualone...
...Designislikesex.Thereissomeoneelse
involve...
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’sangleasw...
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...
“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
D...
mainingredient:team
BUSINESSwithdomainexpertise
DESIGN ENGINEERING
balancedstartupteam
designiscore
PRE-ORDERNOW:WWW.GOLOMB.NET/BOOK
@VITALYG
“Asfarasthecustomeris concerned,theinterface istheproduct.” JefRaskin CreatorofAppleMacintosh
“Asfarasthecustomeris concerned,theinterface istheproduct.” JefRaskin CreatorofAppleMacintosh
“Asfarasthecustomeris concerned,theinterface istheproduct.” JefRaskin CreatorofAppleMacintosh
“Asfarasthecustomeris concerned,theinterface istheproduct.” JefRaskin CreatorofAppleMacintosh
“Asfarasthecustomeris concerned,theinterface istheproduct.” JefRaskin CreatorofAppleMacintosh
“Asfarasthecustomeris concerned,theinterface istheproduct.” JefRaskin CreatorofAppleMacintosh
“Asfarasthecustomeris concerned,theinterface istheproduct.” JefRaskin CreatorofAppleMacintosh
“Asfarasthecustomeris concerned,theinterface istheproduct.” JefRaskin CreatorofAppleMacintosh
“Asfarasthecustomeris concerned,theinterface istheproduct.” JefRaskin CreatorofAppleMacintosh
“Asfarasthecustomeris concerned,theinterface istheproduct.” JefRaskin CreatorofAppleMacintosh
“Asfarasthecustomeris concerned,theinterface istheproduct.” JefRaskin CreatorofAppleMacintosh
“Asfarasthecustomeris concerned,theinterface istheproduct.” JefRaskin CreatorofAppleMacintosh
“Asfarasthecustomeris concerned,theinterface istheproduct.” JefRaskin CreatorofAppleMacintosh
“Asfarasthecustomeris concerned,theinterface istheproduct.” JefRaskin CreatorofAppleMacintosh
“Asfarasthecustomeris concerned,theinterface istheproduct.” JefRaskin CreatorofAppleMacintosh
“Asfarasthecustomeris concerned,theinterface istheproduct.” JefRaskin CreatorofAppleMacintosh
“Asfarasthecustomeris concerned,theinterface istheproduct.” JefRaskin CreatorofAppleMacintosh
“Asfarasthecustomeris concerned,theinterface istheproduct.” JefRaskin CreatorofAppleMacintosh
“Asfarasthecustomeris concerned,theinterface istheproduct.” JefRaskin CreatorofAppleMacintosh
“Asfarasthecustomeris concerned,theinterface istheproduct.” JefRaskin CreatorofAppleMacintosh
“Asfarasthecustomeris concerned,theinterface istheproduct.” JefRaskin CreatorofAppleMacintosh
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“Asfarasthecustomeris concerned,theinterface istheproduct.” JefRaskin CreatorofAppleMacintosh Design for Startups - Build Better Products, Not More Features

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“Asfarasthecustomeris
concerned,theinterface
istheproduct.”
JefRaskin
CreatorofAppleMacintosh

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