Fast Food Design

The occurrence of so-called 'fast food design', where design products are generated almost automatically, is a direct result of another phenomenon, Design Singularity. Singularity in design is when effective design trends are overabundantly evident in all sorts of designs, regardless of industry or character.

Transcript

1. Fast food design (or how we somehow got it all backwards) @davidwieland
2. How to prepare fast food design.
3. Step 1 Take a random image from unsplash.com. It won’t matter what it is.
5. Step 2 Add a translucent color filter.
7. Step 3 Write a non-committing tagline.
8. MORE POWER. MORE BETTER.
9. Step 4 Set a noun or verb in geometric font in the top left corner.
10. MORE POWER. MORE BETTER. JUMP
11. Step 5 Add transparent buttons.
12. MORE POWER. MORE BETTER. JUMP sign up pricing something else jump higher now!
13. You nailed it. High-fives all around. Decide to have lunch.
14. Design singularity Observation Modern websites look professional, albeit generic and uninspired.
17. “[It’s a] world where your credit card provider and your sock subscription service look like the exact same company.” – Emmet Connoly, Director of Product Design at Intercom https://blog.intercom.io/has-visual-design-fallen-flat/
18. Occurs often among:- Startups Design agencies (differentiation fatigue) Traditional businesses (trend sensitiveness) (templatitis) Design singularity
19. Why do many modern websites have a uniform impression? Trend sensitiveness Quicker turnover Uneducated stakeholders + +
20. Trend Sensitiveness Here today, gone tomorrow
22. Trend Sensitiveness Competition is more transparent than ever before At the end of the day, it’s easier to conform than to differentiate Here today, gone tomorrow
23. Quicker turnover Product-driven, instead of process-driven Thousands and thousands of free resources Generators set unrealistic expectations
24. Uneducated stakeholders Untrained ‘designers’ are piloting their brand into failure “People will come if the site looks good” Design is not a product: it’s a process
25. “Why would I pay an expensive designer if I can get a logo from Fiverr?”
26. “Why would I pay an expensive designer if I can get a logo from Fiverr?” “Why would I pay a costly developer if I can get a site from Squarespace?”
27. “Why would I pay an expensive designer if I can get a logo from Fiverr?” “Why would I pay a costly developer if I can get a site from Squarespace?” what’s the difference?
28. whoa, hold on.
30. “Squarespace doesn’t care about content. Its entire business model relies on the fact that you can paste any ’ol passage of slop into their system and it will look acceptable.” – Travis Gertz (@travisgertz), Designer & Co-owner Louder than Ten https://louderthanten.com/articles/story/design-machines
31. THAt is NOT DESIGN.
32. “But it looks good, right?”
33. “But it looks good, right?” No one will come to your site because it looks good.
34. No one will come to your site because it looks good. They’ll come if it answers their concerns, satisfies their needs and solves their problems. “But it looks good, right?”
35. Design begins at conception Business strategy Design research Design strategy Information design Visual design Development Launch
36. Fast-food design cuts in line, for immediate results. Business strategy Design research Design strategy Information design Visual design Development Launch We’re starting here! cool whatever
37. A generic design is a direct consequence of skipping the research.
38. By jumping directly into visual design phase, you’ll ignore everything that’s dear to you.
39. Paul Boag’s pyramid of User Needs https://boagworld.com/usability/when-it-comes-to-your-website-get-your-priorities-straight
40. Paul Boag’s pyramid of User Needs https://boagworld.com/usability/when-it-comes-to-your-website-get-your-priorities-straight Accessible Devices, disability, bandwidth
41. Paul Boag’s pyramid of User Needs https://boagworld.com/usability/when-it-comes-to-your-website-get-your-priorities-straight Accessible Relevant Devices, disability, bandwidth Does it tell users what they want to know?
42. Paul Boag’s pyramid of User Needs https://boagworld.com/usability/when-it-comes-to-your-website-get-your-priorities-straight Accessible Relevant Usable Devices, disability, bandwidth Does it tell users what they want to know? Can users easily find the information they need?
43. Paul Boag’s pyramid of User Needs https://boagworld.com/usability/when-it-comes-to-your-website-get-your-priorities-straight Accessible Relevant Usable Personal Devices, disability, bandwidth Does it tell users what they want to know? Can users easily find the information they need? Does the website cater for individual users’ specific needs?
44. Paul Boag’s pyramid of User Needs Accessible Relevant Usable Personal Per- suasive Devices, disability, bandwidth Does it tell users what they want to know? Can users easily find the information they need? Does the website cater for individual users’ specific needs? Does the site present the information in a way users find compelling? https://boagworld.com/usability/when-it-comes-to-your-website-get-your-priorities-straight
45. Accessible Relevant Usable Personal Per- suasive
46. CONSTRAINT The four horsemen of Design CONTEXT INTENT IMPACT
47. CONSTRAINT #1 What’s your budget? #2 Is there a timeline? #3 What exists already? #4 Who is involved?
48. fast good cheap pick two.
49. #1 What’s your elevator pitch? #2 What drives you and your team? #3 What are you trying to achieve? INTENT
50. “Design is the rendering of intent.” – Jared Spool (@jmspool), Professional Smart Person http://www.uie.com/articles/design_rendering_intent/
51. #1 What industry are you in? #2 Geographic location, culture? #3 What else is out there? #4 Who are you targeting? CONTEXT
53. #1 What is the scale of this project? #2 How relevant is it? #3 What are worst-case scenarios you can think of? IMPACT
54. “Design is not just how it looks like, or feels like.
55. “Design is not just how it looks like, or feels like. Design is how it works.” – Steve Jobs
56. The available technology, resources and skills empower us today to make amazing things.
57. The available technology, resources and skills empower us today to make amazing things. but time pressure, abundance of resources and a forgiving design trend make us lazy.
58. Would you let a complete stranger do your groceries for you?
59. That guy from Fiverr He hasn’t even met you, let alone knows you.
60. That cool $40 parallax template It’s not interested in your business model.
61. Squarespace’ sweet content management tool They’ll never accept responsibility for your failed business opportunities.
62. And you’re entrusting your business’ future — to them?
63. Templates, trends or generators aren’t going to solve your problems. They’re going to give you all sorts of new ones.
64. In summary Be wary of trends Stay true to your business intentions and review your design regularly Templates and generators are placebos. Your customers will never notice you. You’ll blend in at best Do your homework If you have a good proposition, stick to telling that story, and validate it
65. http://bit.ly/1NeMr91 Design is the Rendering of Intent — Jared M. Spool Read this > http://bit.ly/1MnqAM0 Design Machines — Travis Gertz < and this http://bit.ly/1IYtQLx When it comes to your website, get your priorities straight — Paul Boag This too > (The end!!1)