10 things you need to know about design

Jason Putorti
Designer in Residence
Follow me @novaurora
10 things you need
to know about design
Who am I?
Design can change businesses
Design is more than pretty pictures
Talks benefits not features
Thinks in flows not screens
Doesn’t make the user think
Starts with a great story
Uses design as a lever
Gets out of the office
Has a bible
Repeats & refines
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What is
design?

A Great
Design
Process
Great
Design
Design can change
businesses.
1
What is design?
I need your bank passwords.
Trust me.
POWEREDbySERVICE
™
I’m on twitter.
You should follow me
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+173% increase
in clicks
Design is more than
pretty pictures
2
What is design?
Design thinking
The essential ability to combine empathy,

creativity and rationality to meet user
needs and drive business success.
User experience
How your product works in the real
world, or how a person feels about using
your product.
SKELETON
STRUCTURE
STRATEGY
SURFACE
SCOPE
!BSTRACT
#ONCRETE
3URFACE BRINGS EVERYTHING TOGETHER
VISUALLY 7HAT WILL THE FINISHED
PRODUCT LOOK LIKE
3KELETON MAKES STRUCTURE CONCRETE
7HAT COMPONENTS WILL ENABLE PEOPLE
TO USE THE SITE
3TRUCTURE GIVES SHAPE TO SCOPE (OW
WILL THE PIECES OF THE SITE FIT TOGETHER
AND BEHAVE
3COPE TRANSFORMS STRATEGY INTO
REQUIREMENTS 7HAT FEATURES WILL THE
SITE NEED TO INCLUDE
3TRATEGY IS WHERE IT ALL BEGINS 7HAT
DO WE WANT TO GET OUT OF THE SITE
7HAT DO OUR USERS WANT
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*ESSE *AMES 'ARRETT JJGNETELEMENTS
‣
Going through the sign up flow
‣
Completing a task in the product
‣
Error message in the product
Customer experience
The sum of all interactions a customer has with
your company, positive, or negative.
‣
Going through the sign up flow
‣
Completing a task in the product
‣
Error message in the product
‣
Viewing your home page
‣
Reading a marketing email
‣
Dealing with customer service