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Principles of Product Design

Principles of Product Design

Fred Wilsons golden rules about creating successful web applications, with examples and comments.



Karri Saarinen

May 10, 2012

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  1. Principles of Product Design Karri Saarinen (@karrisaarinen) Jori Lallo (@jorilallo)

  2. Karri Saarinen Co-founded startup media ArcticStartup and Rails Girls Product

    Designer Flowdock, Shadow Cities Jori Lallo Co-founded Aalto Entrepreneuership Society Developer Convore (YC) & Grove.io Team
  3. Professionals and companies need to collect and collaborate on new

    information. It’s a very essential part of the way we work.
  4. Web and mobile web app Extensions for Chrome, Firefox, Opera

    Search from page content Collect, collaborate, get email summaries
  5. 1. Speed 2. Instant Utility 3. Software is media 4.

    Less is more 5. Make it programmable 6. Make it personal 7. RESTful 8. Discoverability 9. Clean 10. Playful 10 Golden Principles for Building Successful Web Applications by Fred Wilson
  6. 1. Speed. Real speed Perceived speed

  7. 1. Speed. Real speed Perceived speed + = WIN

  8. None
  9. Instagram: Move bits when no-one’s watching

  10. “All other things being equal, more usage, as measured by

    number of searches, reflects more satisfied users. Our experiments demonstrate that slowing down the search results page by 100 to 400 milliseconds has a measurable impact on the number of searches per user of -0.2% to -0.6% (averaged over four or six weeks depending on the experiment). That's 0.2% to 0.6% fewer searches for changes under half a second! While these numbers may seem small, a daily impact of 0.5% is of real consequence at the scale of Google web search.” Google Search:
  11. 2. Instant utility

  12. Creating instant utility Solve a part of the user’s problem

    in seconds Youtube: Instant video upload, encoding & sharing Google Video: “Come back in a week”
  13. Populate with sample data

  14. 3. Software is media Have a personality, tell a story


  16. None
  17. Startup Personality Test 1. How do you change the customer’s

    life? 2. What do you stand for? 3. Who or what do you hate?
  18. 4. Less is more One thing well

  19. Do less. Launch now. Small but powerful. Half product, not

  20. 5. Make it programmable Let people hack

  21. Read/write API

  22. None
  23. None
  24. None
  25. 6. Make it personal

  26. None
  27. None
  28. Use your own name, don’t fake it

  29. 7. RESTful

  30. http://github.com/jorde/kippt

  31. http://github.com/jorde/kippt/issues

  32. http://github.com/jorde/kippt/issues/51

  33. 8. Discoverability

  34. Google / SEO App Stores Viral loops ...this is the

    hard part - no magic bullet
  35. 9. Clean

  36. None
  37. None
  38. None
  39. None
  40. 10. Playful

  41. None
  42. KipptTips™ The Four Steps to Awesomeness

  43. 1. Simple landing page Describe the service with one sentence.

    What for who. Have a screenshot AND/OR video A/B test / Track Conversion: optimizely.com, mixpanel.com, kissmetrics.com, google analytics
  44. 2. Launch NOW and talk with your users Add the

    feedback button on the app! Answer every email/tweet/message personally. Use it to learn about your users / customers
  45. 3. Have a personality Be cool and be yourself. Scrappy,

    happy and hacky. Do interesting things. Have fun. Sometimes take a stand. Be prepared to defend it. Give something back / teach people.
  46. 4. Release something every week Even small things. Do a

    blog post / tweet about it. People are happy/impressed when things improve.
  47. Thanks. @karrisaarinen @jorilallo Follow us on twitter: @kippt / kippt.com