design for start-ups (and everyone)
Post on 21-Oct-2014
1.291 views
DESCRIPTION
A presentation given by Ed Morrissey during the 2010 StL Innovation Camp that highlights the importance of design for start-ups, product developers and everyone else.TRANSCRIPT
![Page 1: Design for Start-ups (and everyone)](https://reader033.vdocuments.mx/reader033/viewer/2022051512/5446e2b3b1af9fd33a8b4719/html5/thumbnails/1.jpg)
Interactive Brand Advocacy
Design for Start-ups (and everyone)February, 2010
Why Design Matters
Ed MorrisseyPartner & Chief Creative Officer
6321 Clayton RoadSaint Louis, MO 63117
www.integritystl.com
![Page 2: Design for Start-ups (and everyone)](https://reader033.vdocuments.mx/reader033/viewer/2022051512/5446e2b3b1af9fd33a8b4719/html5/thumbnails/2.jpg)
Interactive Brand Advocacy
Agenda
âIntroâDefine DesignâElements of DesignâRethinking DesignâDesign ROI?âCase StudyâConclusion
2
![Page 3: Design for Start-ups (and everyone)](https://reader033.vdocuments.mx/reader033/viewer/2022051512/5446e2b3b1af9fd33a8b4719/html5/thumbnails/3.jpg)
Interactive Brand Advocacy
What is Design?
â Percentage of Respondents Agreeing with the Statement
3
According to the Design Councilâs National Survey of Firms, 2004
To develop new products/services
How products look
Products working to meet client needs
Creative thinking process
Produce something that will âsellâ
Strategic business tool
None of the above
75%
74%
64%
50%
47%
34%
3%
![Page 4: Design for Start-ups (and everyone)](https://reader033.vdocuments.mx/reader033/viewer/2022051512/5446e2b3b1af9fd33a8b4719/html5/thumbnails/4.jpg)
Interactive Brand Advocacy
Quote
âAn activity that translates an idea into a blueprint for something useful whether itâs a car, a building, a graphic, a service or a process.
ââDesign is the fundamental soul of a man-made creationâ
4
![Page 5: Design for Start-ups (and everyone)](https://reader033.vdocuments.mx/reader033/viewer/2022051512/5446e2b3b1af9fd33a8b4719/html5/thumbnails/5.jpg)
Interactive Brand Advocacy
Where does Design Matter?
â Architectureâ The graphic artsâ Industrial designâ Animationâ Anthropologyâ Biologyâ Technologyâ AutomotiveâDesign is everywhere
5
![Page 6: Design for Start-ups (and everyone)](https://reader033.vdocuments.mx/reader033/viewer/2022051512/5446e2b3b1af9fd33a8b4719/html5/thumbnails/6.jpg)
Interactive Brand Advocacy
7 Components of Design
â Unity â all elements must appear to belong together
â Gestalt â the whole should be more than the sum
â Space â white space is beautiful
â Color â used consciously
â Dominance - contrast
â Hierarchy â clear starting point and importance scheme
â Balance â clear, single message
6
![Page 7: Design for Start-ups (and everyone)](https://reader033.vdocuments.mx/reader033/viewer/2022051512/5446e2b3b1af9fd33a8b4719/html5/thumbnails/7.jpg)
Interactive Brand Advocacy
myspace
7
![Page 8: Design for Start-ups (and everyone)](https://reader033.vdocuments.mx/reader033/viewer/2022051512/5446e2b3b1af9fd33a8b4719/html5/thumbnails/8.jpg)
Interactive Brand Advocacy
8
![Page 9: Design for Start-ups (and everyone)](https://reader033.vdocuments.mx/reader033/viewer/2022051512/5446e2b3b1af9fd33a8b4719/html5/thumbnails/9.jpg)
Interactive Brand Advocacy
Comparison
9
![Page 10: Design for Start-ups (and everyone)](https://reader033.vdocuments.mx/reader033/viewer/2022051512/5446e2b3b1af9fd33a8b4719/html5/thumbnails/10.jpg)
Interactive Brand Advocacy
ButâŚ
âCan we calculate an ROI?
âStart-ups donât have, but really need:
⢠Money⢠Time⢠Sales
10
![Page 11: Design for Start-ups (and everyone)](https://reader033.vdocuments.mx/reader033/viewer/2022051512/5446e2b3b1af9fd33a8b4719/html5/thumbnails/11.jpg)
Interactive Brand Advocacy
Benefits of Good Design
âSave CostsâSave TimeâIncrease Revenueâ˘Gain Customers⢠Increase Transactions⢠Increase Product Salesâ˘Retain Customers
â ALSO: Reduce Training Costs, Decrease Support Costs, Increase Trust, Deter Litigation and the list goes on and onâŚ
11
![Page 12: Design for Start-ups (and everyone)](https://reader033.vdocuments.mx/reader033/viewer/2022051512/5446e2b3b1af9fd33a8b4719/html5/thumbnails/12.jpg)
Interactive Brand Advocacy
Cost Prevention
â âThe rule of thumb in many usability-aware organizations is that the cost-benefit ratio for usability is $1:$100.
â Once a system is in development, correcting a problem costs 10 times as much as fixing the same problem in design.
â If the system has been released, it costs 100 times as much relative to fixing in design.â (Gilb, 1988)
â Good design eliminates surprisesâ Good design creates cost efficiencies
12
Save Costs Save Time Increase Revenue
![Page 13: Design for Start-ups (and everyone)](https://reader033.vdocuments.mx/reader033/viewer/2022051512/5446e2b3b1af9fd33a8b4719/html5/thumbnails/13.jpg)
Interactive Brand Advocacy
The Time to DesignâŚ
13
Requirements Phase
DeploymentPhase
DevelopmentPhase
Number of Possible Design Alternatives
Cost of Change
Bias & Mayhew, 1994Save Costs Save Time Increase Revenue
![Page 14: Design for Start-ups (and everyone)](https://reader033.vdocuments.mx/reader033/viewer/2022051512/5446e2b3b1af9fd33a8b4719/html5/thumbnails/14.jpg)
Interactive Brand Advocacy
Make Design Standard
â Centralized design minimizes errors, improves efficiency, avoids duplication, reduces time spent searching for data/answers and capitalizes on reuse, where possible.
â Top principles of leading product developersâŚ
14
Aberdeen - The Top Five Principles for Successful Product Development, 2008
Maturity Class Mean Class PerformanceBest-in-Class:Top 20%
⢠Percent of products that meet/exceed rev targets (82%)⢠Percent of products launched on-time (83%)⢠Percent of products that meet product dev budgets (76%)⢠Percent of products that meet product cost targets (82%)⢠Percent change in annual product revenue (4%)
Save Costs Save Time Increase Revenue
![Page 15: Design for Start-ups (and everyone)](https://reader033.vdocuments.mx/reader033/viewer/2022051512/5446e2b3b1af9fd33a8b4719/html5/thumbnails/15.jpg)
Interactive Brand Advocacy
Make Design Standard
âBest-in-Class firms were 89% more likely to centralize design
âBest-in-Class firms had a 4% revenue increase while others had a 5%+ decline
âTime is money.
15
Aberdeen - The Top Five Principles for Successful Product Development, 2008
Save Costs Save Time Increase Revenue
![Page 16: Design for Start-ups (and everyone)](https://reader033.vdocuments.mx/reader033/viewer/2022051512/5446e2b3b1af9fd33a8b4719/html5/thumbnails/16.jpg)
Interactive Brand Advocacy
This is Simple
âUsable products lead to cost savings and salesâGood navigation makes it easier for users to find
what theyâre looking for and to buyâ˘User experience designâ˘Human factors
âUsable products lead to word of mouthâ˘Word of mouth leads to sales⢠76.4% of purchasing influenced by WOM (WOM
Research)
âUsable products lead to good product reviewsâ˘Good product reviews lead to sales
16
Save Costs Save Time Increase Revenue
![Page 17: Design for Start-ups (and everyone)](https://reader033.vdocuments.mx/reader033/viewer/2022051512/5446e2b3b1af9fd33a8b4719/html5/thumbnails/17.jpg)
Interactive Brand Advocacy
Some Other Revenue Stats
â85% of visitors abandon a site (cPulse)
â62% of web shoppers gave up (Zona study)
â50% of web sales are lost (Gartner Group)
â40% of repeat visitors do not return (Zona study)
â50% of product returns due to poor design (Reuters)
17
Save Costs Save Time Increase Revenue
![Page 18: Design for Start-ups (and everyone)](https://reader033.vdocuments.mx/reader033/viewer/2022051512/5446e2b3b1af9fd33a8b4719/html5/thumbnails/18.jpg)
Interactive Brand Advocacy
Good Design
â Goes beyond the âlookâ of a productâ Shapes the product for ease of use,
reliability and costs of production and maintenance
â Affects the quality and ease of manufacture of the product
â For services, design can also affect how customers will experience a service, such as a bank or a fast food restaurant, including their experience in the queue
18
âDesigners have more potential to slow environmental degradation than economists, politicians and environmentalist.
Their power is catalytic.â
â Alastair Faud-Luke, Eco Design
![Page 19: Design for Start-ups (and everyone)](https://reader033.vdocuments.mx/reader033/viewer/2022051512/5446e2b3b1af9fd33a8b4719/html5/thumbnails/19.jpg)
Interactive Brand Advocacy
Newspapers are Dying - Jacek Utko
â http://www.utko.com/â Bulgarian Newspaper
19
![Page 20: Design for Start-ups (and everyone)](https://reader033.vdocuments.mx/reader033/viewer/2022051512/5446e2b3b1af9fd33a8b4719/html5/thumbnails/20.jpg)
Interactive Brand Advocacy
Newspapers are Dying - Jacek Utko
â http://www.utko.com/
â Worldâs Best Designed Newspaper
20
â Circulation Resultsâ Russia
⢠+11% 1Y, +19% 2Y, +29% 3Yâ Poland
⢠+13% 1Y, +22% 2Y, +35% 3Yâ Bulgaria
⢠+100%
![Page 21: Design for Start-ups (and everyone)](https://reader033.vdocuments.mx/reader033/viewer/2022051512/5446e2b3b1af9fd33a8b4719/html5/thumbnails/21.jpg)
Interactive Brand Advocacy
The Power of DesignâŚ
âPeople come to love it and loyalty soon follows, along with the three Rs: â˘Repurchase, â˘Reuse, and â˘Recommendations
âBenefits that fall directly to the bottom line
âSuch is the power of design
21
![Page 22: Design for Start-ups (and everyone)](https://reader033.vdocuments.mx/reader033/viewer/2022051512/5446e2b3b1af9fd33a8b4719/html5/thumbnails/22.jpg)
Interactive Brand Advocacy
Conclusion: Good Design is Good Business
â Importance of first impressions (see next slide)â Investor confidenceâ Must be an integral part of running/starting a businessâ Shorter sales cycle / faster entry to marketâ Turns consumers into customersâ Creates higher perceived valueâ With the marketing playing field being leveled, the only
distinguishing characteristic for many companies is design
22
It ignites passion, identifies, informs, clarifies, inspires, and communicates.
![Page 23: Design for Start-ups (and everyone)](https://reader033.vdocuments.mx/reader033/viewer/2022051512/5446e2b3b1af9fd33a8b4719/html5/thumbnails/23.jpg)
Interactive Brand Advocacy
Test - Who Would You Buy From?
23
Googled âsoftware for math and physics visualizationâ
![Page 24: Design for Start-ups (and everyone)](https://reader033.vdocuments.mx/reader033/viewer/2022051512/5446e2b3b1af9fd33a8b4719/html5/thumbnails/24.jpg)
Interactive Brand Advocacy
Parting thoughtâŚthe only reliable strategy
âTo gain buzz you need to set expectations high. To gain and retain customers, you need to surpass those expectations on a regular basis. A great way to start is by setting the table for quality early on inside your organization and one of the best ways to do this is through design.
â http://sethgodin.typepad.com/
24
![Page 25: Design for Start-ups (and everyone)](https://reader033.vdocuments.mx/reader033/viewer/2022051512/5446e2b3b1af9fd33a8b4719/html5/thumbnails/25.jpg)
Interactive Brand Advocacy
Thank You.
Ed MorrisseyPartner & Chief Creative Officer
6321 Clayton RoadSaint Louis, MO 63117
www.integritystl.com
![Page 26: Design for Start-ups (and everyone)](https://reader033.vdocuments.mx/reader033/viewer/2022051512/5446e2b3b1af9fd33a8b4719/html5/thumbnails/26.jpg)
Interactive Brand Advocacy
References
â http://www.readwriteweb.com/start/2009/09/design-for-startups-the-aesthe.php
â http://www.businessweek.com/innovate/content/jan2010/id20100120_303529.htm
â http://www.designcouncil.org.uk/About-Design/Research/Value-of-Design-Factfinder/
â RODI (Return on Design Investment)
⢠-http://www.designfactfinder.co.uk/
â http://sethgodin.typepad.com/
â http://www.wired.com/
â http://www.fastcompany.com/magazine/95/open_design-index.html
â http://www.webpagesthatsuck.com/
â Sample Sites
⢠http://www.dpgraph.com/
⢠http://www.tecplot.com/
26