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Gearóid O'Rourke
February 06, 2014
Design
2
160
Startup Design
Delivered at Seedcamp Week '14 Product Day.
Gearóid O'Rourke
February 06, 2014
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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