DESIGN DRIVENDEVELOPMENT
VITALY M. GOLOMBENTREPRENEUR, DESIGNER, SPEAKER
June 2013
“Art is like masturbation. It is selfish and introverted and done for you and you alone...
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...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
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DESIGN ≠ ART
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Vitaly M. Golomb entrepreneur/designer
mentor/advisor
Founder/CEO
KYIV, UKRAINEKYIV, UKRAINE
DECEMBER 4-5, 2013DECEMBER 4-5, 2013
E U R O P E
V E N T U R E S U M M I T
E U R O P E
V E N T U R E S U M M I T
previously
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“Good” Design
Dieter RamsINDUSTRIAL DESIGN GURU
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Dieter RamsTen Principlesof Good Design
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1. IS INNOVATIVE
TAKES ADVANTAGE OFNEW TECHNOLOGY
Good design...
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2. MAKES A PRODUCT MORE USEFUL
USE DICTATES FORM
Good design...
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3. IS AESTHETIC
ONLY WELL-EXECUTED OBJECTS CAN BE BEAUTIFUL
Good design...
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4. MAKES A PRODUCT UNDERSTANDABLE
MAKES A PRODUCT TALK
Good design...
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5. IS UNOBTRUSIVE
NEUTRAL, OPEN TO USER SELF-EXPRESSION
Good design...
6. IS HONEST
DOESN’T MAKE PROMISES THAT CANNOT BE MET
Good design...
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7. IS LONG-LASTING
FASHIONABLE DESIGN DATES QUICKLY
Good design...
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8. IS THOROUGH
LEAVES NOTHING TO CHANCE, DOWN TO THE LAST DETAIL
Good design...
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9. IS ENVIRONMENTALLY-FRIENDLY
USES ONLY WHAT IS NEEDED
Good design...
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10. IS AS LITTLE DESIGN IS POSSIBLE
SIMPLE AND PURE
Good design...
AND NOWSOME BAD DESIGN...
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Amfora Hvar Hotel (Croatia)
Mirror
Hot Cold
Years of Training
HotCold
Amfora Hvar
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CONSISTENT
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how important is perception?
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trust us with yourbanking logins
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60-80% markup ondirt, oil, wax, and fragrance
so how much is “design” worth?
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+100-350%
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+200-400%
www.golomb.net | @vitalygVITALY M. GOLOMBENTREPRENEUR, DESIGNER, SPEAKER
+100-500%
+800-1000%
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www.golomb.net | @vitalygVITALY M. GOLOMBENTREPRENEUR, DESIGNER, SPEAKER
+200-5600%
“Design is not just what it looks like. Design is how it works.”
Steve Jobs
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INTERFACE
LOGIC
99% OF THE WORLD DOES NOT UNDERSTANDTHE MAGIC OF PROGRAMMING
YOUR APPLICATION
DATA
INTERFACE
HOW USERS SEE IT
MAGIC
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“As far as the customer is concerned,the interface is the product.”
Jef RaskinCreator of Apple Macintosh
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design disciplines
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GRAPHIC DESIGN
BRANDING
ILLUSTRATION
TYPOGRAPHY
IMAGE MANIPULATION
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user experience
GRAPHIC DESIGN
PSYCHOLOGY
KNOWLEDGE OF MEDIUM
SENSE INTENT
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ui/visual
SUBSET OF UX &GRAPHIC DESIGN
DESIGN PRINCIPALSFOR GIVEN OS
SURFACE FUNCTIONALITY
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front-end developer
DESIGN EYE
EXECUTE UX/UI
BRIDGE TO ENGINEERING
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marketing
COPY WRITING
SALES
VOICE OF THE CUSTOMER
Design disciplines
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UI/VISUAL FRONT-END DEV.GRAPHIC DESIGN USER EXPERIENCE MARKETING
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“Good design is obvious.Great design is transparent.”
Joe Sparano@joesparano
user-centric design
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NO SUCCESSFUL PRODUCT HASEVER COME OUT OF A FOCUS GROUP
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"If I had asked people what they wanted,they would have said faster horses."
Henry Ford
design success formula...
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Vision+
Feedback from customers/users+
Culture (consistency & expectations)+
Techniques
Jared Spool/UIE@jmspool
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Jared Spool/UIE @jmspool
Design Paradigms
Unintentional
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Jared Spool/UIE @jmspool
Design Paradigms
Unintentional self geniusactivity-focused
design drivenDevelopment
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design goes first
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PROBLEM
DEFINITION
WIREFRAMES
+ PROTOTYPES
USER
INTERFACE
DESIGN
ARCHITECTURE
APPLICATION
DEVELOPMENT
FRONT-END
DEVELOPMENT
MARKETING
CUSTOMER
FEEDBACK
RINSE & REPEATwww.golomb.net | @vitalygVITALY M. GOLOMBENTREPRENEUR, DESIGNER, SPEAKER
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“Design is intelligence made visible.”Don Newgren
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define the problem and letdesigners do their jobs
working with designers
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what dodesigners need?
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hint:it’s not more money
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Interesting Problems
Creative Environment
A Seat at The Table
how would you like your design?pick two
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FAST CHEAP
GREAT
FREE
UGLY,RUSHED, AND
CARELESS
NEVER ON TIME
DOES NOTEXIST
YOU GETWHAT YOU
PAY FORDOES NOT
EXIST
TRASH
DOES NOTEXIST
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BUSINESS
DESIGN ENGINEERING
YOUR STARTUP
design is core
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thanks foryour attention
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want the slides?follow @vitalyg
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