Presented at Kyiv FTW on December 1st, 2014

1. DESIGN FOR STARTUPERS
#KYIVFTW
DEC 1st, 2014
VITALY M. GOLOMB | @VITALYG

2. +Investor

3. cccstartups.com
@cccstartups

4. “Art is like masturbation. It is selfish and
introverted and done for you and you alone...
...Design is like sex. There is someone else
involved, their needs are just as important
as your own, and if everything goes right,
both parties are happy in the end.”
Colin Wright
@colinismyname

5. DESIGN ≠ ART

6. Dieter Rams
INDUSTRIAL DESIGN GURU

13. Dieter Rams
TEN PRINCIPLES
OF GOOD DESIGN

14. #1
IS INNOVATIVE
TAKES ADVANTAGE OF
NEW TECHNOLOGY

15. #2
MAKES A PRODUCT
MORE USEFUL
USE DICTATES FORM

16. #3
IS AESTHETIC
ONLY WELL-EXECUTED
OBJECTS CAN BE BEAUTIFUL

17. #4
MAKES A PRODUCT
UNDERSTANDABLE
MAKES A PRODUCT TALK

18. #5
IS UNOBTRUSIVE
NEUTRAL, OPEN TO
USER SELF-EXPRESSION

19. #6
IS HONEST
DOESN’T MAKE PROMISES
THAT CANNOT BE MET

20. #7
IS LONG LASTING
FASHIONABLE DESIGN
DATES QUICKLY

21. #8
IS THOROUGH
LEAVES NOTHING TO CHANGE,
DOWN TO THE LAST DETAIL

22. #9
IS ENVIRONMENTALLY-FRIENDLY
USES ONLY WHAT IS NEEDED

23. #10
IS AS LITTLE DESIGN AS POSSIBLE
SIMPLE AND PURE

24. AND NOW SOME
BAD DESIGN...

34. CONSISTENT

35. PORSCHE 911
50 YEARS - 7 GENERATIONS

36. how important
is perception?

37. trust us with your
banking logins

38. 60-80% markup on
dirt, oil, wax, and fragrance

39. so how much is
“design” worth?

40. +100-350%

41. +200-400%

42. +100-500%

43. +800-1000%

44. +200-5600%

45. “Design is not just
what it looks like.
Design is how it works.”
Steve Jobs

48. YOUR APPLICATION
INTERFACE
LOGIC
DATA
HOW USERS SEE IT
INTERFACE
MAGIC
99% OF THE WORLD DOES NOT UNDERSTAND
THE MAGIC OF PROGRAMMING

49. “As far as the customer is
concerned, the interface
is the product.”
Jef Raskin
Creator of Apple Macintosh

50. design disciplines

51. GRAPHIC DESIGN
BRANDING
ILLUSTRATION
TYPOGRAPHY
IMAGE MANIPULATION

52. user experience
GRAPHIC DESIGN
PSYCHOLOGY
KNOWLEDGE OF MEDIUM
SENSE INTENT

53. VISUAL BY: ENVIS PRECISELY
BASED ON: THE DISCIPLINES OF USER EXPERIENCE BY DAN SAFFER

54. ui/visual
SUBSET OF UX &
GRAPHIC DESIGN
DESIGN PRINCIPALS
FOR GIVEN OS
SURFACE FUNCTIONALITY

55. front-end developer
DESIGN EYE
EXECUTE UX/UI
BRIDGE TO ENGINEERING

56. marketing
COPY WRITING
SALES
VOICE OF THE CUSTOMER

57. GRAPHIC DESIGN USER EXPERIENCE UI/VISUAL FRONT-END DEV. MARKETING

58. “Good design is obvious.
Great design is transparent.”
Joe Sparano
@joesparano

59. user-centric design

62. NO SUCCESSFUL PRODUCT HAS
EVER COME OUT OF A FOCUS GROUP

63. "If I had asked people what
they wanted, they would
have said ‘faster horses’."
Henry Ford

64. design success
formula...

65. Vision
+
Feedback from customers/users
+
Culture (consistency & expectations)
+
Techniques
Jared Spool
@jmspool

66. Unintentional

68. Unintentional self genius
activity-focused

69. design driven
Development

70. design goes first

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

72. “Design is intelligence made visible.”
Don Newgren
Artist

73. define the problem and let
designers do their jobs

74. working with
designers

75. what do
designers need?

76. hint:
it’s not more money

77. Interesting Problems

78. Creative Environment

79. A Seat at The Table

80. how would you like your design?
pick two

81. FAST CHEAP
GREAT
FREE
UGLY,
RUSHED, AND
CARELESS
NEVER ON TIME
DOES NOT
EXIST
YOU GET
WHAT YOU
PAY FOR
DOES NOT
EXIST
TRASH
DOES NOT
EXIST

82. main ingredient: team

83. BUSINESS
with domain expertise
DESIGN ENGINEERING
balanced startup team

84. design is core

85. want the slides?
follow @vitalyg

86. one more thing…

87. COMING IN 2015
download
1ST CHAPTER
free now
www.founderco.com
@vitalyg