jason fried [email protected]
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Jason Friedjason@37signals.com
37signals.com37signals.com/svn37signals.com/better
DesignNotFound.comBasecampHQ.com
Presentation Copyright© 2004 37signals, LLC. All Rights Reserved. These slides may not be used or distributed without written permission of 37signals. http://www.37signals.com | http://www.basecampHQ.com
http://www.37signals.com/book
Presentation Copyright© 2004 37signals, LLC. All Rights Reserved. These slides may not be used or distributed without written permission of 37signals. http://www.37signals.com | http://www.basecampHQ.com
Three Little Things
Presentation Copyright© 2004 37signals, LLC. All Rights Reserved. These slides may not be used or distributed without written permission of 37signals. http://www.37signals.com | http://www.basecampHQ.com
Practical & ImportantCritical to designing a respectful UI
Presentation Copyright© 2004 37signals, LLC. All Rights Reserved. These slides may not be used or distributed without written permission of 37signals. http://www.37signals.com | http://www.basecampHQ.com
Context & Perspectivehelp people relate
Setting Expectationshelp people know what’s next
Contingency Designhelp people get back on track
Presentation Copyright© 2004 37signals, LLC. All Rights Reserved. These slides may not be used or distributed without written permission of 37signals. http://www.37signals.com | http://www.basecampHQ.com
Context & Perspective
Presentation Copyright© 2004 37signals, LLC. All Rights Reserved. These slides may not be used or distributed without written permission of 37signals. http://www.37signals.com | http://www.basecampHQ.com
“World’s Smallest”
Presentation Copyright© 2004 37signals, LLC. All Rights Reserved. These slides may not be used or distributed without written permission of 37signals. http://www.37signals.com | http://www.basecampHQ.com
Presentation Copyright© 2004 37signals, LLC. All Rights Reserved. These slides may not be used or distributed without written permission of 37signals. http://www.37signals.com | http://www.basecampHQ.com
Presentation Copyright© 2004 37signals, LLC. All Rights Reserved. These slides may not be used or distributed without written permission of 37signals. http://www.37signals.com | http://www.basecampHQ.com
3.3 x 2.0 x 0.8”
Huh?
Presentation Copyright© 2004 37signals, LLC. All Rights Reserved. These slides may not be used or distributed without written permission of 37signals. http://www.37signals.com | http://www.basecampHQ.com
Presentation Copyright© 2004 37signals, LLC. All Rights Reserved. These slides may not be used or distributed without written permission of 37signals. http://www.37signals.com | http://www.basecampHQ.com
Presentation Copyright© 2004 37signals, LLC. All Rights Reserved. These slides may not be used or distributed without written permission of 37signals. http://www.37signals.com | http://www.basecampHQ.com
Presentation Copyright© 2004 37signals, LLC. All Rights Reserved. These slides may not be used or distributed without written permission of 37signals. http://www.37signals.com | http://www.basecampHQ.com
Presentation Copyright© 2004 37signals, LLC. All Rights Reserved. These slides may not be used or distributed without written permission of 37signals. http://www.37signals.com | http://www.basecampHQ.com
Presentation Copyright© 2004 37signals, LLC. All Rights Reserved. These slides may not be used or distributed without written permission of 37signals. http://www.37signals.com | http://www.basecampHQ.com
Presentation Copyright© 2004 37signals, LLC. All Rights Reserved. These slides may not be used or distributed without written permission of 37signals. http://www.37signals.com | http://www.basecampHQ.com
Presentation Copyright© 2004 37signals, LLC. All Rights Reserved. These slides may not be used or distributed without written permission of 37signals. http://www.37signals.com | http://www.basecampHQ.com
10% 25%
Presentation Copyright© 2004 37signals, LLC. All Rights Reserved. These slides may not be used or distributed without written permission of 37signals. http://www.37signals.com | http://www.basecampHQ.com
94 x 38 x 18
Presentation Copyright© 2004 37signals, LLC. All Rights Reserved. These slides may not be used or distributed without written permission of 37signals. http://www.37signals.com | http://www.basecampHQ.com
94 x 38 x 18
Presentation Copyright© 2004 37signals, LLC. All Rights Reserved. These slides may not be used or distributed without written permission of 37signals. http://www.37signals.com | http://www.basecampHQ.com
Presentation Copyright© 2004 37signals, LLC. All Rights Reserved. These slides may not be used or distributed without written permission of 37signals. http://www.37signals.com | http://www.basecampHQ.com
Presentation Copyright© 2004 37signals, LLC. All Rights Reserved. These slides may not be used or distributed without written permission of 37signals. http://www.37signals.com | http://www.basecampHQ.com
Presentation Copyright© 2004 37signals, LLC. All Rights Reserved. These slides may not be used or distributed without written permission of 37signals. http://www.37signals.com | http://www.basecampHQ.com
Presentation Copyright© 2004 37signals, LLC. All Rights Reserved. These slides may not be used or distributed without written permission of 37signals. http://www.37signals.com | http://www.basecampHQ.com
Presentation Copyright© 2004 37signals, LLC. All Rights Reserved. These slides may not be used or distributed without written permission of 37signals. http://www.37signals.com | http://www.basecampHQ.com
Presentation Copyright© 2004 37signals, LLC. All Rights Reserved. These slides may not be used or distributed without written permission of 37signals. http://www.37signals.com | http://www.basecampHQ.com
Presentation Copyright© 2004 37signals, LLC. All Rights Reserved. These slides may not be used or distributed without written permission of 37signals. http://www.37signals.com | http://www.basecampHQ.com
Context & Perspectiveso we can relate
Presentation Copyright© 2004 37signals, LLC. All Rights Reserved. These slides may not be used or distributed without written permission of 37signals. http://www.37signals.com | http://www.basecampHQ.com
Setting Expectations
Presentation Copyright© 2004 37signals, LLC. All Rights Reserved. These slides may not be used or distributed without written permission of 37signals. http://www.37signals.com | http://www.basecampHQ.com
“Now what?”“What happens next?”
“Then what?”“But what if I...?”
Presentation Copyright© 2004 37signals, LLC. All Rights Reserved. These slides may not be used or distributed without written permission of 37signals. http://www.37signals.com | http://www.basecampHQ.com
Presentation Copyright© 2004 37signals, LLC. All Rights Reserved. These slides may not be used or distributed without written permission of 37signals. http://www.37signals.com | http://www.basecampHQ.com
Presentation Copyright© 2004 37signals, LLC. All Rights Reserved. These slides may not be used or distributed without written permission of 37signals. http://www.37signals.com | http://www.basecampHQ.com
Presentation Copyright© 2004 37signals, LLC. All Rights Reserved. These slides may not be used or distributed without written permission of 37signals. http://www.37signals.com | http://www.basecampHQ.com
Presentation Copyright© 2004 37signals, LLC. All Rights Reserved. These slides may not be used or distributed without written permission of 37signals. http://www.37signals.com | http://www.basecampHQ.com
Presentation Copyright© 2004 37signals, LLC. All Rights Reserved. These slides may not be used or distributed without written permission of 37signals. http://www.37signals.com | http://www.basecampHQ.com
Presentation Copyright© 2004 37signals, LLC. All Rights Reserved. These slides may not be used or distributed without written permission of 37signals. http://www.37signals.com | http://www.basecampHQ.com
Presentation Copyright© 2004 37signals, LLC. All Rights Reserved. These slides may not be used or distributed without written permission of 37signals. http://www.37signals.com | http://www.basecampHQ.com
Presentation Copyright© 2004 37signals, LLC. All Rights Reserved. These slides may not be used or distributed without written permission of 37signals. http://www.37signals.com | http://www.basecampHQ.com
Presentation Copyright© 2004 37signals, LLC. All Rights Reserved. These slides may not be used or distributed without written permission of 37signals. http://www.37signals.com | http://www.basecampHQ.com
“Blank Slate” Design
Presentation Copyright© 2004 37signals, LLC. All Rights Reserved. These slides may not be used or distributed without written permission of 37signals. http://www.37signals.com | http://www.basecampHQ.com
Presentation Copyright© 2004 37signals, LLC. All Rights Reserved. These slides may not be used or distributed without written permission of 37signals. http://www.37signals.com | http://www.basecampHQ.com
Presentation Copyright© 2004 37signals, LLC. All Rights Reserved. These slides may not be used or distributed without written permission of 37signals. http://www.37signals.com | http://www.basecampHQ.com
Setting Expectationsso we know what’s next
Presentation Copyright© 2004 37signals, LLC. All Rights Reserved. These slides may not be used or distributed without written permission of 37signals. http://www.37signals.com | http://www.basecampHQ.com
Contingency Design
Presentation Copyright© 2004 37signals, LLC. All Rights Reserved. These slides may not be used or distributed without written permission of 37signals. http://www.37signals.com | http://www.basecampHQ.com
Things Go Wrongso make mistakes well
Presentation Copyright© 2004 37signals, LLC. All Rights Reserved. These slides may not be used or distributed without written permission of 37signals. http://www.37signals.com | http://www.basecampHQ.com
error messagespages not foundform mistakes
confusing wordingmissing plug-ins
bad search resultsand so on...
Presentation Copyright© 2004 37signals, LLC. All Rights Reserved. These slides may not be used or distributed without written permission of 37signals. http://www.37signals.com | http://www.basecampHQ.com
Crisis Pointsthe screens people see when things go wrong
Presentation Copyright© 2004 37signals, LLC. All Rights Reserved. These slides may not be used or distributed without written permission of 37signals. http://www.37signals.com | http://www.basecampHQ.com
Most Likely To Abandon
Presentation Copyright© 2004 37signals, LLC. All Rights Reserved. These slides may not be used or distributed without written permission of 37signals. http://www.37signals.com | http://www.basecampHQ.com
Preventativestops crisis points from happening in the first place
First Aidhelps people get back on track after a problem occurs
Presentation Copyright© 2004 37signals, LLC. All Rights Reserved. These slides may not be used or distributed without written permission of 37signals. http://www.37signals.com | http://www.basecampHQ.com
Contingency Design
Hall of Shame
Presentation Copyright© 2004 37signals, LLC. All Rights Reserved. These slides may not be used or distributed without written permission of 37signals. http://www.37signals.com | http://www.basecampHQ.com
Presentation Copyright© 2004 37signals, LLC. All Rights Reserved. These slides may not be used or distributed without written permission of 37signals. http://www.37signals.com | http://www.basecampHQ.com
Presentation Copyright© 2004 37signals, LLC. All Rights Reserved. These slides may not be used or distributed without written permission of 37signals. http://www.37signals.com | http://www.basecampHQ.com
Presentation Copyright© 2004 37signals, LLC. All Rights Reserved. These slides may not be used or distributed without written permission of 37signals. http://www.37signals.com | http://www.basecampHQ.com
Presentation Copyright© 2004 37signals, LLC. All Rights Reserved. These slides may not be used or distributed without written permission of 37signals. http://www.37signals.com | http://www.basecampHQ.com
Head-To-Head Comparison
Presentation Copyright© 2004 37signals, LLC. All Rights Reserved. These slides may not be used or distributed without written permission of 37signals. http://www.37signals.com | http://www.basecampHQ.com
Ticketmaster vs. Victoria’s Secretforgotten form field
Presentation Copyright© 2004 37signals, LLC. All Rights Reserved. These slides may not be used or distributed without written permission of 37signals. http://www.37signals.com | http://www.basecampHQ.com
UPS vs. FedExinvalid tracking number
Presentation Copyright© 2004 37signals, LLC. All Rights Reserved. These slides may not be used or distributed without written permission of 37signals. http://www.37signals.com | http://www.basecampHQ.com
Qwest vs. AT&Tcopywriting and alerts
Presentation Copyright© 2004 37signals, LLC. All Rights Reserved. These slides may not be used or distributed without written permission of 37signals. http://www.37signals.com | http://www.basecampHQ.com
PayPal vs. SprintPCSfield character limits
Presentation Copyright© 2004 37signals, LLC. All Rights Reserved. These slides may not be used or distributed without written permission of 37signals. http://www.37signals.com | http://www.basecampHQ.com
Moviefone vs. IBMpage not found
Presentation Copyright© 2004 37signals, LLC. All Rights Reserved. These slides may not be used or distributed without written permission of 37signals. http://www.37signals.com | http://www.basecampHQ.com
Contingency Designso we can get back on track
Presentation Copyright© 2004 37signals, LLC. All Rights Reserved. These slides may not be used or distributed without written permission of 37signals. http://www.37signals.com | http://www.basecampHQ.com
Context & Perspectivehelp people relate
Setting Expectationshelp people know what’s next
Contingency Designhelp people get back on track
Presentation Copyright© 2004 37signals, LLC. All Rights Reserved. These slides may not be used or distributed without written permission of 37signals. http://www.37signals.com | http://www.basecampHQ.com
Questions?jason@37signals.com
Presentation Copyright© 2004 37signals, LLC. All Rights Reserved. These slides may not be used or distributed without written permission of 37signals. http://www.37signals.com | http://www.basecampHQ.com
Thank Youjason@37signals.com
http://www.37signals.comhttp://www.37signals.com/bookhttp://www.37signals.com/svn
http://www.basecampHQ.com
Presentation Copyright© 2004 37signals, LLC. All Rights Reserved. These slides may not be used or distributed without written permission of 37signals. http://www.37signals.com | http://www.basecampHQ.com
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