Why you don't need a designer founder in your next startup

A designer panel talk I gave during the breakout sessions for GeeksOnABeach 2016. Also included is Symph's chief designer - Dan Pantinople, who talks about emotional design.

http://www.geeksonabeach.com/

Transcript

1. Why You Don’t Need A Designer Founder In Your Next Startup I N T R O L E T ’ S TA L K
3. I N T R O W H O ’ S I N T H E R O O M ?
4. I N T R O W H O ’ S I N T H E R O O M ? Designers
5. I N T R O W H O ’ S I N T H E R O O M ? Designers Developers
6. Designers I N T R O W H O ’ S I N T H E R O O M ? Developers VCs & Executives
7. Francis Alturas UI/UX Designer 
 & Developer Dan Pantinople Chief Design Officer 
 (CDO) I N T R O W H O ’ S I N T H E R O O M ?
10. O U R C L I E N T S A N D A F E W O T H E R S
11. D I S C L A I M E R B E F O R E W E P R O C E E D You might already know about this stuff.
12. D I S C L A I M E R B E F O R E W E P R O C E E D You might already know about this stuff. Everything I’ll talk about is based on experience & a little bit o’ googling.
13. D I S C L A I M E R B E F O R E W E P R O C E E D Now that’s settled, let’s start!
14. A long time ago in a galaxy far, far away. . . .
15. Co-founders usually consisted of an engineer and a business guy.
16. And designers are the mortal beings - mostly responsible for just making things pretty* *At least that’s what other guys thought before
18. D E S I G N E R PA R A D O X B E F O R E W E P R O C E E D First, let me clear up what I mean by “designer.”
21. Different Types of Designers (there’s alot, really) I N T R O D E S I G N E R T Y P E S
22. D E S I G N E R T Y P E S B E F O R E W E P R O C E E D Visual Designer
23. D E S I G N E R T Y P E S B E F O R E W E P R O C E E D Visual Designer Tools of the Trade: • the “Pixel-Pusher” • focus is on crafting beautiful icons, controls, and visual elements and making use of suitable typography
24. D E S I G N E R T Y P E S B E F O R E W E P R O C E E D Visual Designer UX Designer
25. D E S I G N E R T Y P E S B E F O R E W E P R O C E E D UX Designer Tools of the Trade: • the champion of a “user's needs” • User personas, A/B test results, Investigative user studies & interviews • overall feel of the product
26. D E S I G N E R T Y P E S B E F O R E W E P R O C E E D Visual Designer UI Designer UX Designer
27. D E S I G N E R T Y P E S B E F O R E W E P R O C E E D UI Designer Tools of the Trade: • focused on “how the product is laid out” • interface connects to the laid out UX • responsible for a consistent design language
28. D E S I G N E R T Y P E S B E F O R E W E P R O C E E D Visual Designer UI Designer UX Designer Product Designer
29. D E S I G N E R T Y P E S B E F O R E W E P R O C E E D Product Designer Tools of the Trade: • “the unicorn” • helps identify the initial problem, sets benchmarks to address it, and then designs, tests, and iterates on different solutions • well-rounded skills
30. D E S I G N E R T Y P E S B E F O R E W E P R O C E E D Product Designer Tools of the Trade: • “the unicorn” • helps identify the initial problem, sets benchmarks to address it, and then designs, tests, and iterates on different solutions • well-rounded skills Yep, I mean this guy.
31. Why You Don’t Need A Designer Founder In Your Next Startup I N T R O L E T ’ S TA L K
32. Why You Don’t Need A Designer Founder In Your Next Startup I N T R O L E T ’ S TA L K
34. Companies have evolved — now, they have excellent product designers because it’s a necessity they can’t afford to ignore *Wells Riley - Startups, This is How Design Works
 https://startupsthisishowdesignworks.com/
36. Aarron Walter VP of R&D Julie Zhou VP Product Design Joe Zadeh VP Product Dantley Davis Design Director Alex Castellarnau Head of Design Andrew Crow Head of Design Daniel Burka Design Partner Bob Baxley Head of Product 
 Design Jenny Arden UX Design Lead
38. Ok let’s head back in time
42. O L D T H I N K I N G the solution to every new problem in tech has been simple: more tech better experience was made with faster CPU/memory W H Y A C Q U I R E ?
43. N E W T H I N K I N G Moore’s law no longer cuts it as the key path of happier customer when technology matures, that’s when design comes in W H Y A C Q U I R E ?
44. Tech == Techies
45. Tech != Techies
46. Tech == Everyone
47. W H Y A C Q U I R E ? T H E N E W M O V E M E N T The Rise of
 Design-Driven Startups
48. Design is becoming a key differentiator *for companies to acquire funding, press coverage, and loyal users. *Wells Riley - Startups, This is How Design Works
 https://startupsthisishowdesignworks.com/
49. D E S I G N I N T E C H S TA R T U P T R I - F O R C E John Maeda Design Partner
 Kleiner Perkins Caufield Byers Design In Tech Report 2016
50. D E S I G N B Y N U M B E R S S TA R T U P T R I - F O R C E Design Firms Acquired since 2004. 50% we’re acquired just last year 42 John Maeda, Design In Tech Report 2016
51. D E S I G N B Y N U M B E R S Design Firms Acquired since 2004. 50% we’re acquired just last year 42 increased funding success in the top 25% funded startups by designer 
 co-founded companies 32% John Maeda, Design In Tech Report 2016 S TA R T U P T R I - F O R C E
52. D E S I G N B Y N U M B E R S S TA R T U P T R I - F O R C E Design Firms Acquired since 2004. 50% we’re acquired just last year 42 increased funding success in the top 25% funded startups by designer 
 co-founded companies 32% Designers 
 in VC since 2014. 50% we’re acquired just last year 42 John Maeda, Design In Tech Report 2016
53. D E S I G N E R F O U N D E R S W H O M A D E I T A N D M A N Y M O R E
54. D E S I G N E R F O U N D E R S W H O M A D E I T A N D M A N Y M O R E Charles Adler Co-Founder Joe Gebbia Co-Founder Evan Sharp Co-Founder David Karp Co-Founder Stewart Butterfield Co-Founder
55. "Design is a thin layer that connects complexity with meaning" - Dropbox, Alex Castellarnau
56. T H E H O LY G R A I L O F F O U N D E R S Entrepreneur Engineer S TA R T U P T R I - F O R C E It’s time to add designer founders into the mix!
57. T H E H O LY G R A I L O F F O U N D E R S Entrepreneur Engineer S TA R T U P T R I - F O R C E
58. T H E H O LY G R A I L O F F O U N D E R S Designer Entrepreneur Engineer S TA R T U P T R I - F O R C E
60. "Designers have a very unique capability to understand how humans interact with technology. " - Michoel & Colin
61. "Designers enable you to work within these constraints to create a product that customers will fall in love with." - I forgot who said this
63. O U T R O E M O T I O N A L D E S I G N
64. Beyond Usability: Designing for Emotion I N T R O L E T ’ S TA L K
65. What is emotional design? I N T R O L E T ’ S TA L K
67. Emotional design is to design with an emotional intent. I N T R O
68. Evoking certain emotions on certain touch points. I N T R O
69. How do emotions impact user behaviour? M O V I N G O N H U M A N F E E L I N G S & P R O D U C T D E S I G N
70. Emotionally charged events are remembered better. A C C O R D I N G T O S O M E R E S E A R C H And they’re deeply personal.
73. When you have many similar products, emotional design is what makes you choose one over the others. A C C O R D I N G T O P E R S O N A L E X P E R I E N C E
76. Turns your casual visitors into fanatics, ready to tell others about their positive experience. A C C O R D I N G T O A A R R O N WA LT E R
81. People are willing to pay premium for those kinds of experiences. A C C O R D I N G T O P E R S O N A L E X P E R I E N C E
83. H I E R A R C H Y O F E M O T I O N A L D E S I G N
84. M A S L O W ’ S H I E R A R C H Y O F N E E D S
85. H I E R A R C H Y O F E M O T I O N A L D E S I G N
86. H I E R A R C H Y O F E M O T I O N A L D E S I G N
87. Designing an interface to be just usable is like a chef creating just edible food. A C C O R D I N G T O A A R R O N WA LT E R
90. Ways we can build emotion into design. M O V I N G O N L A S T PA R T
91. I N V E S T I N G O O D B R A N D I N G
92. C R E AT E A U N I Q U E P E R S O N A L I T Y
93. R E T H I N K M I C R O C O P Y
94. A C K N O W L E D G I N G M I L E S T O N E S
95. A N D E N A B L I N G T H E M T O S H A R E I T
96. G A M I F I C AT I O N
97. M E A S U R E H O W T H E Y F E E L
98. T U R N A N E G AT I V E E X P E R I E N C E I N T O P O S I T I V E
99. There are many more ways. L A S T PA R T
100. “Features are commodities. We’re living in the age of experiences. Great design is your business plan.” - Aral Balkan, Experience Designer
101. T H A N K Y O U G U Y S Q U E S T I O N S ? Francis Alturas francis@sym.ph Dan Pantinople dan@sym.ph