designing from the ground up: approaching, prioritizing and executing design
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DESIGNING FROM THE GROUND UP
Future Insights Live / June 2014 / Las Vegas
JON SETZEN@jonsetzen
SIMPLE SOLUTIONS & SOLVING PROBLEMSFOCUSING ON CONTENTCREATING EXPERIENCESTORY BEFORE DESIGN
Today’s Agenda
“Good design is as little design as possible.” - Dieter Rams
PROBLEM SOLVINGA little bit of design helps solve problems quickly.
I’M NOT THE ONLY USERYou can’t design only for yourself.
DON’T DISRUPT WORKFLOWWhat seems better for you,
could be worse for someone else.
MY SIMPLE SOLUTION
USER FEEDBACK
“I can never remember if the sticker is for the coffee or the toaster. It drives me crazy.”
- Mindy (wife, mother of two, not a morning person)
ITERATE AND IMPROVE
DESIGNED…but not designed.
IT’S MISSING THE PRETTY
“Design makes what feels complex simpler, and what is simpler feel richer.”
- John Maeda
THE SWEET SPOT OF SIMPLICITY & EXPERIENCE
SIMPLE EXPERIENCESHelp us get what we want & need effortlessly.
IT’S ALL ABOUT CONTENTExperience. Stories. Understanding.
CONTENT WINSParallax Scrolling, not so much.
“Freely distributed information that’s relevant to the person reading it. That’s web design.”
- Dan Cederholm, SimpleBits.com
CONTENT IS VAST
“Content is anything that adds value to the reader’s life. It can add value by making them smarter, making them
laugh, making them do their job better, rush to their child to share the video, make a contribution to a charity”
!
- Avinash Kaushik, Google
GOOD CONTENT MAKES US FEEL SOMETHING
GOOD CONTENT MAKES US PART OF SOMETHING
WE DO A LOT FOR THE CONTENT WE WANT
WE DO A LOT FOR THE CONTENT WE WANT
WE DO A LOT FOR THE CONTENT WE WANT
WE DO A LOT FOR THE CONTENT WE WANT
WHERE DO YOU GET YOUR CONTENT?
CREATING AN EXPERIENCEThe unique story of your content.
LET’S TALK ABOUT MUSIC
Arcade Fire Discography Funeral Neon Bible The Suburbs Reflektor
GET YOUR STORY STRAIGHTThe best content tells the right story, right away.
WHAT IS WEB HOSTING?
THERE ARE OVER
40,000 WEB HOSTING COMPANIES
IN YOUR CITY THERE IS
ONE POWER COMPANY
+ approximately 39,994
tough metallic
dismissive machine-like
elitist
elegant conditioned
inviting human
approachable
Media Temple then Media Temple now
vs.
PERSONIFICATION
vs.
THE ARMY BEHIND YOU
MESSAGE DIVERSITY v. MESSAGE DISCIPLINE
Tell unique stories, not just the same story.
“The features for the price - but also your site design and blog posts - appealed to my sense of design aesthetic and seemed to be interesting, useful articles. Gave me a sense of professionalism that I liked.”
WHAT THEY’RE SAYING
A TRUE REFLECTION OF OUR COMPANY’S STORYThe shining star of the redesign
GROWING A COMPANY“will you redesign our website for us?”
X
LET’S TALK ABOUT TOTE BAGS
CREATING THE NEW MAPTOTE
Brand Characteristics !
Made in Brooklyn Creative Design Studio Stylish Everyday Products The Perfect Gift For Women and Men Accessible
There’s a Maptote for everyone.Regardless of who you are, what you do, or where you live there’s a Maptote for you.
Three Pillars
Everyday Chic The Perfect GiftCreative Studio
Creative Studio
Everyday Chic
The Perfect Gift
Photo shoots - becoming a lifestyle brand
X
X
SiteMap
Cities Tote Bags* Travel Pouches* Wine Totes Home Goods Kids & Baby Accessories
US
Europe
Asia
Grocery
Everyday (black)
Hobo (natural)
Hobo (black)
Mini
Denim
Organic
Beach
Dopp Kit
Pencil Pouch
Make-up Pouch
Change Purse
Single Bottle
Double BottleCloth Napkins
Alphabet Prints
Calendars
Note Cards
Onesies
T-shirts
Buttons
Company Press Stores Custom Contact Newsletter
Our Story
News BlogBlogs
Magazines
Television
US
InternationalBusiness
PersonalInformation
WHERE DO WE GO FROM HERE
YOUR BIG SPARK IS NOT A WIREFRAMEIt’s a story. It’s a solution. It’s an experience.
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