DESIGNFOR COMPETITIVE ADVANTAGE

@andybudd

In the majority of early productsUtility Trumps Design

Early Electric Hairdryer.

Early Electric Curlers.

Early Device for the Treatment of Hysteria.

In the rush to market,all these products containedcritical design flaws.

The Death Star is ahealth & safety nightmare.

There are always early adopters.

They will find it ugly.

They will find it confusing.

They will find it confusingThey will find it difficult to use.

Without consideration of the user…

Products end up looking like this.

Products are often built by superusers…

Who struggle to design for mass market.

When your users really want this.

Early stage start-ups often look towards design.

People think they are buying designers.

But they often end up with stylists.

Incidentally…

Does anybody know who this is?

The Eiffel TowerOut of HAIR!!!

WTF!

The DribbblisationOf Design

by the time you’ve reached

Product-Market Fit.

the holy grail of

You’ve hit the end of the runway. 

Or somebody beat you to it!

“The technology Deadpool is littered with the graves of startups that failed to reach Product-Market fit by mistaking it for an engineering problem.”

Crossing the Chasm

Innovators Earlyadopters

Earlymajority

Latemajority

Laggards

Technology is becoming a commodity

There is nothing special about your tech platform that couldn’t be copied in a matter of weeks.

Feature ParityIs just around the corner

Brand Experience

User Experience&

Good design is…

Difficult to achieve& hard to replicate.

DNADesign is the

of your product

The importance of style and aesthetics

Design drives desire

FIRST ORDER DESIGNWe call this

Aesthetics only go so far

SECOND ORDER DESIGNIs how the product feels

The feeling of twisting the Nest

The “clunk” of the magsafe connector

The sound of the car door closing

UI Animation

THIRD ORDER DESIGNfocusses on interaction

Good design isn’t just what something looks like. It’s how it behaves when used.

This type of design is focussed on solving interaction problems

DEDUCTIVEABDUCTIVEINDUCTIVEBusinessDesignTech

A good designers workplace

Should look like a crime has happened

FOURTH ORDER DESIGNfocusses on systems thinking

Design thinking

Thanks to publications like Harvard Business Review

Design has become thehot new business trend

DESIGN THINKING is the combination of abductive reasoning, concept modelling, and the use of common design toolsto solve intangible problems.

Many companies claim theyunderstand & value design.

You can’t claim to GET designif you have one designer for every ten or twenty developers.

Designers can’t design in this environment.

All they can do is…

Fire Fight.

Design  becomes accidental.

Highly effective design teamshave one designer for every

3-6 developers.

TWO PIZZA TEAM.

You need at least one designer(and preferably more) in your

Product market fitis delivered by yourDESIGN TEAM.

SOFTWAREIS EATING THE WORLDIF

DESIGNBusiness Opportunity=

MORE DESIGNFULCOMPANIES

TIME FOR US ALL TO BECOME

Thanks for your time.

@andybudd

Any questions?

@andybudd