startupday 2010 - design at a startup
DESCRIPTION
Talk given at StartupDay 2010 conference in Bellevue, WA. Video: http://www.seattle20.com/tv/clip/StartupDay-2010-Design-for-Startups-by-Jan-Miksovsky-1.aspxTRANSCRIPT
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User Experience & Metrics
Design at a startup, from your perspective September 25, 2010 Jan Miksovsky Co-Founder and VP User Experience, Cozi
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Bare-bones design can be successful
Home page, 2010
First home page, 1998
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Design determines what the product IS
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Can you design?
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Can you design well?
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Finding a great designer
1. Has title like
UX Designer
UI Designer
Interaction Designer
Visual Designer
Graphic Designer
2. Talks about users, users, users
3. Worked on something users liked
(maybe not commercially successful)
4. Can weigh a business compromise
5. Cares about shipping, not research
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Design starts by talking with users
Photo: Hobvias Sudoneighm
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Need finding
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Ideation
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Pretty Photoshop
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Create the simplest thing that could possibly work
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Create the simplest thing that could possibly work
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Create the simplest thing that could possibly work
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Even a great designer will miss 25% of the time
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Iterate — September 2006
• Example?
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Iterate — December 2006
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Iterate – February 2008
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Iterate – March 2008
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Iterate – June 2008
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Iterate – August 2009
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Iterate – June 2010
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Iterate – August 2010
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Iterate – September 9, 2010
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Iterate – September 30, 2010
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Designs that don’t ship are meaningless
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The page cannot be found
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Your input as founder/executive
Your input as just another user
Feature priorities (what business needs)
Feature priorities (what users want)
Existence of problems with the product
Solutions to problems with the product
Whether design is supporting your brand
Look and feel
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Bucket testing (A/B testing)
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ROI of design
“It’s impossible to measure ROI for user
experience with a simple equation that
can be applied across a wide swath of
companies and projects.”
“Leveraging Business Value: How ROI Changes User Experience”, Adaptive Path http://adaptivepath.com/ideas/reports/businessvalue
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Design requires trust
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Design requires trust
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Design requires trust
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Design requires trust
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Design requires trust
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Design is not enough
Without
• Funds
• Good management
• Great engineers
• Distribution
• Business model
• Hard work
• And copious amounts of luck
… a great design won’t matter
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Design, from your perspective
• Bring a great designer on board
• Start with the simplest thing that could possibly work
• Design will miss 25% of the time
• Expect iteration
• Designs that don’t ship are meaningless
• Trust your designer
• Design is not enough