Jason Putorti

Bessemer Venture Partners

Follow me @putorti
10 things you need
to know about design
#ux10
@putorti
Design can change businesses
Design is more than pretty pictures
Talks benets not features
Thinks in ows not screens
Doesnt make the user think
Starts with a great story
Uses design as a lever
Gets out of the ofce
Has a bible
Repeats & renes
1
2
3
4
5
6
7
8
9
10
What is
design?
A Great
Design
Process
Great
Design
Design can change
businesses.
1
What is design?
I need your bank passwords.
Trust me.
P O W E R E D b y S E R V I C E

Im on twitter.
You should follow me
on twitter here.
+173% increase
in clicks
Design is more than
pretty pictures
2
What is design?
Design thinking
The essential ability to combine empathy,
creativity and rationality to meet user
needs and drive business success.
User experience
How your product works in the real
world, or how a person feels about using
your product.
S K E L E T O N
S T R U C T U R E
S T R A T E G Y
S U R F A C E
S C O P E
!BSTRACT
#ONCRETE
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Lo use Lhe sLe!
3TRUCTURE gves shape Lo scope. How
w Lhe peces of Lhe sLe fL LogeLher
and behave!
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requremenLs. whaL feaLures w Lhe
sLe need Lo ncude!
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do we wanL Lo geL ouL of Lhe sLe!
whaL do our users wanL!
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Going through the sign up ow
Completing a task in the product
Error message in the product
Customer experience
The sum of all interactions a customer has with
your company, positive, or negative.
Going through the sign up ow
Completing a task in the product
Error message in the product
Viewing your home page
Reading a marketing email
Dealing with customer service
Going through the sign up ow +5
Completing a task in the product +10
Error message in the product -5
Viewing your home page +1
Reading a marketing email -10
Dealing with customer service -5
Your brand is how
customers feel about
you
Talks benets
not features
3
Great design...
Understand
your money
20 colorful
congurable
charts and
graphs
vs
Remove your
personal data
from the web
Comprehensive
fuzzy-matching
algorithm locates
your records
vs
Thinks in ows
not screens
4
Great design...
Log In
1. User enters email address into
email eld.
2. User enters password into
password eld.
3. User clicks Log In button.
4. System validates login
information. If okay, User is
taken to Overview page.
Take note of task
ows in your product
Doesnt make
the user think
5
Great design...
Obvious
Requires
Thought
Is that a
button?
Click!
Is this what I
want? Should
I keep looking?
Click!
Interaction Scale
Make it obvious
whats clickable.
Or make it
discoverable.
People dont read,
they scan
Minimize noise
Omit needless words
Users pick the rst
reasonable option.
Starts with a
great story
6
A great design process...
Does everyone on your team know
what the experience will be like
interacting with your offerings ve
years from now?
JARED SPOOL
How would it work if it were human?
KIM GOODWIN
How would it work if it were magic?
KIM GOODWIN
Because everyone on the team has
the same vision, they are all on the
same page for what it takes to
succeed.
JARED SPOOL
Uses design as a
lever
7
A great design process...
MARKETI NG
The best marketing tool you can have
is a well-designed application.
BUSI NESS DEVELOPMENT
Align your revenue with valuable and
legitimate user tasks.
BRAND
Negative interactions drive negative
social media.
MARKETI NG+PR
No amount of money can buy the
media to x a boring product.
Gets the team
out of the ofce
8
A great design process...
In the last six weeks, have your team
members spent at least two hours
watching people experience your
product or service?
Has a bible
9
A great design process...
Trust & Credibility
Startup brand czar
Large company style guide
Repeats & Renes
10
A great design process...
Allot product cycles to
improvement
In the last six weeks, have you held a
celebration of a recently introduced
design problem?
Design can change businesses
Design is more than pretty pictures
Talks benets not features
Thinks in ows not screens
Doesnt make the user think
Starts with a great story
Uses design as a lever
Gets out of the ofce
Has a bible
Repeats & renes
1
2
3
4
5
6
7
8
9
10
What is
design?
A Great
Design
Process
Great
Design