Upgrade to Pro
— share decks privately, control downloads, hide ads and more …
Speaker Deck
Features
Speaker Deck
PRO
Sign in
Sign up for free
Search
Search
Startup Design
Search
Gearóid O'Rourke
February 06, 2014
Design
2
160
Startup Design
Delivered at Seedcamp Week '14 Product Day.
Gearóid O'Rourke
February 06, 2014
Tweet
Share
More Decks by Gearóid O'Rourke
See All by Gearóid O'Rourke
Writing Interruptions
orourkedesign
1
120
7 tips for great startup design
orourkedesign
2
140
7 steps to good design
orourkedesign
2
140
Other Decks in Design
See All in Design
もうひとつのアーキテクチャ #kichijojipm
kondoyuko
0
180
私たちは、世界とデザインの〝次の一歩〟を、どこへ向けるか。
tkhr_kws
2
280
デザイナーのお仕事(UI/UX GRAPHIC GROUP)
mirrativ
0
120
「Figmaプラグイン開発してみた」@スタメンデザイナーオープン勉強会
kiyoshifuwa
0
120
世界中のチームワークをどうデザインしているのか
ka3zu1ma10
0
280
portfolio2025_kanakoohata
kanako106
0
670
今更聞けないデザイン思考 - 高専キャリア2024冬 / imasara-design-thinking
chige
5
880
【デザイン初め新年会2025|01.08】事業貢献するデザイン組織の挑戦 - 2025年、課題解決をリードする。
payatsusan213
0
9.3k
Findy - デザイナー向け会社紹介 / Hiring Findy's Designers
findyinc
6
67k
ZKK_001.pdf
nicholaspegu
0
1.5k
ネットワークセキュリティ科 学科紹介
sklbj_unz
0
180
Rayout Pattern 01
one0
0
1.5k
Featured
See All Featured
Fontdeck: Realign not Redesign
paulrobertlloyd
82
5.4k
Site-Speed That Sticks
csswizardry
3
370
Keith and Marios Guide to Fast Websites
keithpitt
411
22k
Refactoring Trust on Your Teams (GOTO; Chicago 2020)
rmw
33
2.8k
Agile that works and the tools we love
rasmusluckow
328
21k
Building Flexible Design Systems
yeseniaperezcruz
328
38k
CoffeeScript is Beautiful & I Never Want to Write Plain JavaScript Again
sstephenson
160
15k
The Psychology of Web Performance [Beyond Tellerrand 2023]
tammyeverts
45
2.3k
Art, The Web, and Tiny UX
lynnandtonic
298
20k
KATA
mclloyd
29
14k
Evolution of real-time – Irina Nazarova, EuRuKo, 2024
irinanazarova
6
550
No one is an island. Learnings from fostering a developers community.
thoeni
21
3.1k
Transcript
STARTUP DESIGN Seedcamp — February ‘14
STOP LOOKING FOR ANSWERS
DESIGN == DECISIONS
GEARÓID
GAH — ROAD
1. DESIGN CULTURE 2. DOING IT
1. DESIGN CULTURE
“Most people make the mistake of thinking design is what
it looks like... That’s not what we think design is. It’s not just what it looks like and feels like. Design is how it works.” — Steve Jobs
“Our product is our brand” — Thomas Watson, Jr
• If it’s “how it works” then design is not
just the designer’s job • Build team capability and interest in design from the start
• Fact: Design is fractal • What are your touch-points?
• What is your attitude? • And your team’s?
None
• Design is not fluffy. It can be your biggest
competitive advantage.
• Competitive advantage through design culture • Fact: You can’t
clone culture
2. APPROACHING DESIGN
DESIGN != MAGIC Do some research
• Design needs good inputs to have good outputs. •
Research should be the first step of your design process.
• Talk to potential users. • Determine their needs, the
strengths of those needs and how they are currently attempting to address them.
By doing X we expect to Y to change GOT
AN HYPOTHESIS?
• Looking for change based on action • Target experiments
based on goals • Common agreement around both
• Stops “ my idea” issues • Sets up an
agreed reference point • Makes design work measurable
Do it as a team, accept what it is SKETCH
TOGETHER
None
• Design is everyone’s responsibility • Kill “over the wall”
thinking
KILL IT DEAD
• Sketch together, do it often and do it early,
understand what it’s for • Pair up: designers, engineers, sales, marketing, you
But build it better BUILD LESS S**T
• We all agreed on MVP... right? • MVP !=
poorly designed • Poorly designed == no learnings
• You need to say “no” more often • 5
Ferraris or 150,000 Fiat Pandas?
• How many touch-points? • How well designed are they?
• Are they fit for purpose? Is the tone right? Are they converting?
DESIGN != MAGIC You have to test, close the loop
None
• Great designers love data and love feedback — makes
our job easier • So test everything
• Fact: Design is foremost about effectiveness, not prettiness... •
Don’t test looks. Do test functionality, implementation • Did we falsify our hypothesis?
• Qualitative: Interviews, card sorting, guided user testing • Quantitative:
Click tests, A/B tests, heat maps, usage stats, funnels
GIVING CRITIQUE Honest, kind, and based on fact
• 99% of what you’ll do will be wrong •
If you’re going to be wrong that much, giving critique is important
• Critique, not feedback. • Make it about the hypothesis.
Experiments are about finding truth, not about being right
• Be honest and direct • Stop saying “I think…”
• Start using numbers, but give everyone access to them • Sample set of 1 == crap
• Nobody feels comfortable • You don’t have to give
an opinion • You do have to ask questions
1. DESIGN CULTURE
2. DOING IT
QUESTIONS?
[email protected]
@gearoidorourke