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DESIGN FOR COMPETITIVE ADVANTAGE @andybudd
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
