The Road to Excellence

HELLO
HELLO UX
DX

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HELLO
HELLO
My name is
Kevin Clark
Design Lead, Shopify
KEVIN CLARK @VERNALKICK #UXDX

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Layout—
A podcast about
design, technology and
everything else.
4
YEARS
150
EPISODES
200+
HOURS OF AUDIO
with my friend Rafael Conde

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Montréal—
Design Club

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Montréal—
Design Club
Montréal—
Design Club

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What are you
obsessed about?
?

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I’m obsessed
with excellence

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The Gap
VIDEO BY DANIEL SAX “THE GAP” BY IRA GLASS

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THREE
UNCONVENTIONAL
IDEAS

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1 SOLVING
PROBLEMS
IS EASY
ONE
UNCONVENTIONAL IDEA

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Problem
Human
Powered
Airplane
KREMER CHALLENGE
1959

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For 18 years, nobody
could solve it

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Until someone solved
the problem within 6
months of trying.
1976

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SERIOUS TROUBLE

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Problem
Human
Powered
Airplane
KREMER CHALLENGE

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Airplane
KREMER CHALLENGE
How can you build a plane
that could be rebuilt in hours,
not months?
Problem

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The problem you choose
to focus on will define the
solution you create

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To find a better solution,
ask a better question.
HAL GREGERSEN
AUTHOR, QUESTIONS ARE THE ANSWER
“

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Problem
Add Apple Pay
to Checkout

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Checkout

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Checkout
Which payment methods
will be available here?
I have an old account,
but I don't remember my
password
I use Amazon all the time,
but can I make payments
with my account?
Did I ever sign up for this?
Is Apple Pay going to
work for this purchase?

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Checkout

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Checkout
Checko

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Problem
Add Apple Pay
to Checkout

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to Checkout
How might we help people
choose a payment method that is
right for them and will give them
the smoothest experience?
Problem

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FALL
IN
LOVE
WITH
THE
PROBLEM

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Problem
Remove the friction of
buying in high-pressure
environments

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Problem
Give people a good
experience even if they
ultimately can’t buy
the product
environments

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Dropzones

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The designer’s first and most
essential task is choosing the
correct problem to solve. Because
if you get that wrong, every choice
you make after that is irrelevant.
JESSE JAMES GARRETT
DESIGN LEADERSHIP COACH AT CAPITAL ONE
“

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2 QUANTITY
OVER
QUALITY
TWO
UNCONVENTIONAL IDEA

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QUALITY QUANTITY

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UNIVERSE OF POSSIBLE SOLUTIONS
BAD
EXCELLENT
OKA
Y

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BAD
EXCELLENT
OKA
Y
TADA!

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BAD
EXCELLENT
OKA
Y

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While ideas ultimately can be so
powerful, they begin as fragile,
barely formed thoughts, so easily
missed, so easily compromised, so
easily just squished.
JONY IVE
APPLE
“

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THE
CREATOR
THE
CRITIC
from the
Separate

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Estimated delivery: May 24th
Status
Shipped ?
2
DAYS
Order #1234

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Thank you for your order!
Processing your order
We’re currently processing your order. You will receive a tracking code soon.
A confirmation email has been sent to [email protected]
Today
03/06/15
02/06/15
Your order has shipped — via
Your carrier tracking number will be updated in online Order Status and the
carrier’s website within 24 hours.
Tracking code: 4854995742937365
Track Shipment
UPS Shipping
Kevin Clark
Shipping Address Billing Address
Kevin Clark
Order #1234

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May 2nd, 2015
Purchased
May 6th, 2015
Processing
Status
Estimated delivery date: May 24th, 2015
Shipped
Your order has shipped! Your carrier tracking number will be updated in
online Order Status and the carrier’s website within 24 hours.
Track Shipment UPS Shipping
Order #1234

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Visual
PROS: ENGAGING
CONS: IMPRECISE, MISSING INFO
Timeline
PROS: ALL OF THE INFO
CONS: HARD TO PARSE
Card
PROS: CURRENT ST
ATE IS MORE CLEAR
CONS: HARD TO KNOW WHAT COMES NEXT
Status
Shipped ?
2
DAYS
Order #1234
Thank you for your order!
Processing your order
We’re currently processing your order. You will receive a tracking code soon.
A confirmation email has been sent to [email protected]
Today
03/06/15
02/06/15
Your order has shipped — via
Tracking code: 4854995742937365
Track Shipment
UPS Shipping
Ending in 0475 — $107.91
Kevin Clark
3575 St-Laurent Boulevard,
Montreal, Quebec J6X 3P4
Shipping Address
Shipping Method Payment Method
Standard UPS Shipping
Billing Address
Kevin Clark
3575 St-Laurent Boulevard,
Montreal, Quebec J6X 3P4
Order #1234
May 2nd, 2015
Purchased
May 6th, 2015
Processing
Status
Shipped
Order #1234
Tenesse, M
Purchased Processing Shipped In Transit Delivered
Your products have shipped
Estimated delivery date: May 24th, 2015 Add to calendar
Track order
Tracking code: D42154830200003020301
Nashville, Tennessee
Updated 2 hours ago

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Status
Shipped ?
2
DAYS
Order #1234
May 2nd, 2015
Purchased
May 6th, 2015
Processing
Status
Shipped
Order #1234
Tenesse, M
Purchased Processing Shipped In Transit Delivered
Your products have shipped
Estimated delivery date: May 24th, 2015 Add to calendar
Track order
Tracking code: D42154830200003020301
Nashville, Tennessee
Updated 2 hours ago

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KEVIN CLARK #UXDX

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DON’T
SPECIALIZE
THREE
UNCONVENTIONAL IDEA
3

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10,000
Hours

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Focus
Time
Success

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40 hrs
A B C
A B C
A B C D
A

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40 hrs
10 hrs 10 hrs 10 hrs 10 hrs
A B C
A B C
A B C D

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Jack of all trades,
master of none
FAMOUS SA
YING
“

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Jack of all trades,
master of none, but
oftentimes better than
master of one.
“
FAMOUS SA
YING

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Kind Wicked
Golf
Chess
Tennis
Politics
Technology
Design

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Overspecialization can lead to
collective tragedy even when
every individual separately takes
the most reasonable course
of action.
DA
VID EPSTEIN
AUTHOR, RANGE
“

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DESIGNER DEVELOPER ORGANIZER
A B C
A B C
A B C

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A B C
A B C
A B C

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A B C
BEING A BEING A
DESIGNER DEVELOPER
MAKES ME
A BETTER
A B

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A B C
BEING A BEING A
PHOTOGRAPHER DESIGNER
MAKES ME
A BETTER
A B

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A B C
BEING A BEING A
PODCASTER DESIGNER
MAKES ME
A BETTER
A B

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YOU
A B

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Problem
How might we help buyers
be better informed about
the product dimensions
before buying?

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Vase
$12.99
Showcase your sophisticated side with
our vase. Available in four sizes, these
pale pink milk glass bud vases are sturdy
enough for fresh snips or faux stems. Use
a single vase as a simple accent or mix
and match several for a refined collection.
Also available in mint.
BUY NOW

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Showcase your sophisticated side with
our vase. Available in four sizes, these
pale pink milk glass bud vases are sturdy
enough for fresh snips or… More
Dimensions 5" x 4 ½“ x 4 ½“
Vase
$12.99
BUY NOW

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NAME SARAH BERRY
ROLE RESEARCHER
COMPANY SHOPIFY
Sarah
Berry

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NAME STEPHEN ROBUSTO
ROLE CREATIVE DIRECTIOR & DJ
COMPANY HOUSE OF YOUTH
Stephen
Robusto

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NAME CYNTHIA IRANI
ROLE CAKE DESIGNER
INST
AGRAM @CYNZCAKES
Cynthia
Irani

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Cynthia
Irani
NAME CYNTHIA IRANI
ROLE CAKE DESIGNER
INST
AGRAM @CYNZCAKES

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1 SOLVING
PROBLEMS
IS EASY
ONE
UNCONVENTIONAL IDEA

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2 QUANTITY
OVER
QUALITY
TWO
UNCONVENTIONAL IDEA

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DON’T
SPECIALIZE
THREE
UNCONVENTIONAL IDEA
3

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THANK
YOU
HUGE THANKS TO ALL OF THE AMAZING PEOPLE WHO WORKED
ON THE PROJECTS I TOLD YOU ABOUT TODA
Y

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@VERNALKICK
TWITTER
LA
YOUT.FM
PODCAST
K Y
HUGE THANKS TO ALL OF THE AMAZING PEOPLE WHO WORKED
ON THE PROJECTS I TOLD YOU ABOUT TODA
Y

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The Road to Excellence

The Road to Excellence

Kevin Clark

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