Designing for impact: Why beautiful design is not enough?

Not so long ago we were shipping digital products that only needed to work. Today that’s not the case - having a brilliant idea, great visual style, incredible animations, the perfect code is just not enough. That is the baseline.

We live in a world where everyone and everything is connected, where we value our time and where the quality of interactions matter more than ever. We need to create both useful and desirable interactions, which bring long-term value to the user as well as the business.

This talk overviews digital product design processes with cross-functional teams that listen, iterate and learn along the way. The talk presents design methods that help us reduce the risk of building products nobody wants, products that don’t bring any value to the business.

Transcript

1. Designing for impact — Why beautiful design is not enough? VLADIMIR KONČAR @koncarovski #wczg
2. It’s not the mountain we conquer but ourselves. — Edmund Hillary
3. Design Lead Senior Graphic Multimedia Web Mobile Multi-sensory Experience Principal Leader Expert Creative Data Analysis Art Creative Executive Director Manager Mentor Coach Partner Builder Sales Marketing Spatial Digital Entrepreneur Concept Strategy Consulting Customer User Analysis Conversion Interaction Service Experience Product Visual Motion Interface Owner Animation Research Business Founder Chief Consultant Partner SOURCE HTTPS://WWW.SLIDESHARE.NET/SAMIJOHANNES/IHMISET-JA-MUUTOS-TIVI-UX-THINK-BIG @koncarovski
4. 150+ employees Operations in US (NYC) and EU (Croatia) 100+ projects across iPhone, Android, Web, TV OS, Apple Watch, Chatbots and car platforms. @koncarovski
5. Design is a team sport. And a team with cohesive chemistry always beats a team with a few prima donna superstars. — Mike Monteiro @muledesign @koncarovski
6. Design Team @ Five @koncarovski
7. How many designers are in the audience today? @koncarovski
8. Team work @koncarovski
9. Yes? @koncarovski
10. What's the role of a designer? @koncarovski
11. Do you know what it takes to build a successful product? @koncarovski
12. Technology
13. 1998 Nokia 5165 @koncarovski
14. 2007 iPhone SOURCE HTTPS://GOO.GL/XBAB2V HTTPS://GOO.GL/KKWEYX @koncarovski
15. 2018 iWatch 4 @koncarovski SOURCE APPLE.COM
16. SOURCE GOOGLE @koncarovski Future
17. Machines are becoming an extension of us. @koncarovski SOURCE HTTPS://WWW.WIRED.CO.UK/ARTICLE/DARPA-ARATI-PRABHAKAR-HUMANS-MACHINES
18. 5.6B Addressable market (14+ yr olds) 5B Mobile subscribers 3.7B Active smartphones 7.6B Global population SOURCE LUKE WROBLEWSKI - CONVERSIONS@GOOGLE 2018 @koncarovski Mobile Market
19. Average daily phone use 3h Average Phone Usage SOURCE LUKE WROBLEWSKI - CONVERSIONS@GOOGLE 2018 @koncarovski
20. Session length for half of the sessions 1.5h SOURCE LUKE WROBLEWSKI - CONVERSIONS@GOOGLE 2018 @koncarovski Average Phone Usage
21. Average daily touches 2,617 SOURCE LUKE WROBLEWSKI - CONVERSIONS@GOOGLE 2018 @koncarovski Average Phone Usage
22. Average daily touch rate of your phone 12 min SOURCE LUKE WROBLEWSKI - CONVERSIONS@GOOGLE 2018 @koncarovski Average Phone Usage
23. Session length for half of the sessions 30 sec SOURCE LUKE WROBLEWSKI - CONVERSIONS@GOOGLE 2018 @koncarovski Average Phone Usage
24. 40% of session length within app 15 sec SOURCE LUKE WROBLEWSKI - CONVERSIONS@GOOGLE 2018 @koncarovski Average Phone Usage
25. @koncarovski
26. Hard takes time. It favours long-term solutions over quick fixes. @koncarovski
27. Good Product Design BUSINESS HUMANS TECHNOLOGY @koncarovski
28. Design done right can be the scientific method for business. — Daniel Burka @dburka @koncarovski
29. Microinteractions & Animations Information Design User Interface Design User Experience Design Information Architecture User Research Experience Strategy Code Architecture & Services WHAT USER PERCEIVES USER INTERFACE USER EXPERIENCE SOURCE RMA’S DISCIPLINES OF USER EXPERIENCE Layers of Product Design Product strategy Research & Validation HOW PRODUCT WORKS @koncarovski
30. Ministry of Sound 2013 - 2014 The mobile application opens a unique window to the world of Ministry of Sound - from live radio, through an extensive catalogue of on-demand shows, to watching headline DJ sets in Live from the Club. @koncarovski
31. Broken Heart Product Design BUSINESS HUMANS TECHNOLOGY @koncarovski
32. How can we become better in predicting the future? @koncarovski
33. Kill your darlings… @koncarovski
34. …and start at the end! @koncarovski
35. Product Discovery Product Delivery Product Improvement @koncarovski
36. @koncarovski Building the right thing Understand Discover Define Synthesis Explore Ideation Create Implementation Shaping the problem space Insight Defined Problem Solution Building things right Learning, improving & growing Product Discovery Product Delivery Product Improvement SOURCE HTTPS://WWW.DESIGNCOUNCIL.ORG.UK/NEWS-OPINION/DESIGN-PROCESS-WHAT-DOUBLE-DIAMOND
37. Product Discovery @koncarovski
38. 3 2 1 Prioritize and plan Frame the problem and maximize the opportunity Explore and assess multiple solutions Deciding what to build. @koncarovski
39. Why is the discovery important? @koncarovski
40. Understanding what a successful outcome would be. Establish business goals and metrics. Carry out user research. Mapp the customer journey. Review the competition. @koncarovski
41. AHA moment SOURCE SEAN ELLIS: HACKING GROWTH @koncarovski
42. SOURCE HTTPS://WWW.APPCUES.COM/BLOG/AHA-MOMENT-GUIDE @koncarovski
43. 01 What is the problem we are trying to solve? 02 Are we solving the right problem? 03 For whom are we solving it? Why should they care? 05 Do customers want our solution? 06 Are we meeting business needs? 07 What’s our implementation plan? 08 … 04 What’s the vision for the solution? @koncarovski
44. Marriott's Career Concierge Chatbot The hospitality industry’s first virtual assistant for job seekers @koncarovski
45. messages exchanged in the first 48 hours 580,000+ @koncarovski
46. messages exchanged in the first 6 months 50,000+ @koncarovski
47. of users return to initiate new conversations 80% @koncarovski
48. average conversation length 4 min @koncarovski
49. Product Delivery @koncarovski
50. Building it. DEVELOPMENT PRODUCT DESIGN QUALITY ASSURANCE @koncarovski
51. PRODUCT DESIGN Design Sprint User Experience Design User Interface Design Prototyping Micro interactions Animations User Testing Validating @koncarovski
52. Design Sprint SOURCE JAKE KNAP: DESIGN SPRINTS @koncarovski
53. Idea Build Learn Launch 2 3 1 4 SOURCE JAKE KNAP: DESIGN SPRINTS @koncarovski
54. Sketching on day two. Client — CD Client — Designer Five — Lead Designer Client — COO Client — Dev Client — CEO Five — CD
55. How do you know if you should use a Design Sprint? @koncarovski
56. SOURCE HTTP://MERLIN.REBROVIC.NET/BLOG/DESIGN-SPRINTS-ARE-LIKE-EXCAVATORS Launching a new product? Extending a web experience to mobile? Have an MVP but need an injection of UX/UI? Thinking of adding new features and functionality? Need a design overhaul of the existing mobile product? How do you know if you should use a Design Sprint? @koncarovski
57. Innovative, personalized language and reading programs drive positive learning outcomes in thousands of schools, businesses, government organizations and for millions of individual learners around the world. Rosetta Stone @koncarovski
58. increase in Revenue YoY 85% @koncarovski
59. increase in paid conversions 52% @koncarovski
60. more Daily Active Users 49% @koncarovski
61. Increase in revenue in last 2.5 years 5x @koncarovski
62. Product Improvement @koncarovski
63. Learn. Improve. Grow. @koncarovski
64. How to define key metrics for success? @koncarovski
65. AARRR SOURCE HTTPS://GOO.GL/JP3X6M @koncarovski HEART HOOKED
66. Acquisition Where are users coming from? Activation Are users having a happy first-time experience? Retention Do users keep coming back? Revenue Are you making money? Referral Do users tell others? AARRR SOURCE HTTPS://GOO.GL/JP3X6M @koncarovski
67. Growth Hacking SOURCE SEAN ELLIS: HACKING GROWTH @koncarovski
68. VERTICAL EXPANSION × PRODUCT INVENTORY PER VERTICAL × TRAFFIC PER PRODUCT PAGE × CONVERSION TO PURCHASE × AVERAGE PURCHASE VALUE × REPEAT PURCHASE BEHAVIOR Fundamental growth equation = REVENUE GROWTH SOURCE SEAN ELLIS: HACKING GROWTH @koncarovski
69. Every star may be a sun to someone. — Carl Sagan Cosmos @koncarovski
70. Find your North Star. @koncarovski
71. Moonlite Easy to use projector that clips right to your smartphone and uses the flashlight to make your child's favourite tales come alive. @koncarovski
72. Decreased bounce rate 32% @koncarovski
73. Increase add to cart rate 38% @koncarovski
74. Increased return on ad spend (ROAS) +100% @koncarovski
75. @koncarovski SOURCE HTTPS://WWW.DESIGNCOUNCIL.ORG.UK/NEWS-OPINION/DESIGN-PROCESS-WHAT-DOUBLE-DIAMOND Building the right thing Understand Discover Define Synthesis Explore Ideation Create Implementation Shaping the problem space Insight Defined Problem Solution Building things right Learning, improving & growing Product Discovery Product Delivery Product Improvement
76. Ask the right questions. @koncarovski
77. Get out there and fail early, fail fast, fail fearlessly. @koncarovski
78. The process is the people. @koncarovski
79. There is no finish line! VLADIMIR KONČAR @koncarovski #wczg