Download - Slush 2012: Design for Startups
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CONCEPTOLOGY CONCEPTOLOGY
What About Design? Karri Ojanen @karrio Slush, 11/22/2012, Helsinki
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CONCEPTOLOGY CONCEPTOLOGY
Everyone has an opinion on design.
Photo: John Levett
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CONCEPTOLOGY CONCEPTOLOGY
Designer-co-founded startups such as Path, Kickstarter and Airbnb are taking center stage.
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CONCEPTOLOGY CONCEPTOLOGY
“Startup leaders don’t really know what design means or how to effectively incorporate design into their MVP / Lean Startup culture.” - Cameron Koczon, A List Apart
Photo: Mazzarello Media & Arts
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CONCEPTOLOGY CONCEPTOLOGY
About Me • User experience
designer, interaction design director
• Worked in Canada, USA, UAE, and Finland
• Worked for major brands, big corporations, startups and NGOs
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CONCEPTOLOGY CONCEPTOLOGY
What is design?
Photo: Jesse f/2.8
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CONCEPTOLOGY CONCEPTOLOGY
Design is not pretty pictures
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CONCEPTOLOGY CONCEPTOLOGY
Design is a method of problem solving
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CONCEPTOLOGY CONCEPTOLOGY
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CONCEPTOLOGY CONCEPTOLOGY
Good design is…
• Innovative • Makes a product
useful • Aesthetic • Makes a product
understandable • Unobtrusive
• Honest • Long-lasting • Thorough • Environmentally
friendly • As little design as
possible Dieter Rams: Ten Principles of Good Design
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CONCEPTOLOGY CONCEPTOLOGY
Photo: cityNnature
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CONCEPTOLOGY CONCEPTOLOGY
User Experience Meaningful Has personal significance
Pleasurable Memorable experience
worth sharing
Convenient Super easy to use, works like I think
Usable Can be used without difficulty
Reliable Is available and accurate
Functional (Useful) Works as programmed
Companies struggle to get above this line
Stephen P. Anderson: UX Hierarchy of Needs
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CONCEPTOLOGY CONCEPTOLOGY
Usable +
Useful +
Desirable Seen as a luxury. It’s critical.
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CONCEPTOLOGY CONCEPTOLOGY
So what do you do?
Photo: Philippe Lewicki (plewicki)
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CONCEPTOLOGY CONCEPTOLOGY
Photo: Yutaka Tsukano Photo: Nokia RSA
1. Aesthetics
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CONCEPTOLOGY CONCEPTOLOGY
2. Personality
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CONCEPTOLOGY CONCEPTOLOGY
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CONCEPTOLOGY CONCEPTOLOGY
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CONCEPTOLOGY CONCEPTOLOGY
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CONCEPTOLOGY CONCEPTOLOGY
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CONCEPTOLOGY CONCEPTOLOGY
Why Care About Personality?
People identify with (or avoid) certain personalities. Trust is related to personality. Perception and expectations are linked with personality. People choose products that are an extension of themselves. We treat sufficiently advanced technology as people. Stephen P. Anderson: Eye Candy is a Critical Business Requirement
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CONCEPTOLOGY CONCEPTOLOGY
Is it worth the investment?
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CONCEPTOLOGY CONCEPTOLOGY
It’s not an option. “When technology delivers basic needs, user experience dominates.” - Don Norman
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CONCEPTOLOGY CONCEPTOLOGY
Thank you. Twitter: @karrio Blog: conceptology.org Home: finnformation.net