achieving 10x! what it takes to create meaningful products we love
TRANSCRIPT
ACHIEVING 10X
What it takes to create meaningful products we love
@LillianAyla
Lillian Ayla Ersoy
Design Lead / Konseptutvikler / Interaksjon Designer
Product Designer / Service Designer
12 years of experience with design and product development
Grew up acting, dancing & painting. Studied business &
visual communication.
Desperately needed to escape the midwest,
USA and find my roots back in Norway.
Started working as a designer in 2005,
and moved to Norway in 2006.
Spent the first 7 years designing from a brief,
and the last 5 years forming it.
The landscape is evolving fast. We need to adapt quickly
and think differently.
Image: Whatever you think, think the opposite. Book by Paul Arden
INSIGHT
MEANING
ITERATION
INSIGHT
“Insight is half information and half inspiration.”
- Linda Halvorsen, BEKK
We need to put ourselves in the our consumer’s shoes and truly understand their needs and motivations.
BEFORE
Learn through Experience Mapping
Value Preposition Design Impact Mapping
Interviews & Observation Design Sprints
DURING
Test hypothesisAre we creating value based on real needs?
Test usability Is it Intuitive and simple?
AFTER
We have just begun. Learn, improve and delight.
Measure through Statistics
Customer support Surveys
MEANING
”Designing an interface to be usable is like a chef creating edible food.” Aaron Walters, Design for emotion
90% of our decisions are based on emotion while only 10% are based on logic.
The Design Success Ladder by DRAWBACKWARDS
MEANINGFUL
DELIGHTFUL
COMFORTABLE
USABLE
FUNCTIONAL
Credit: DRAWBACKWARDS
FUNCTIONAL
They change the user’s life and create long-lasting success. They have a strong brand strategy, delightful design, unique voice and and a deep empathy for users.
USABLE
COMFORTABLE
DELIGHTFUL
MEANINGFUL
Credit: DRAWBACKWARDS
Hipchat
Image: http://www.underconsideration.com/brandnew/archives/oslo_city_bike_app.jpg
But great products are not born without great teams.
FIELD EXPERTS, MARKETING & COMMUNICATION MANAGERS & PRODUCT OWNERS
ARCHITECTS & TEST MANAGERS DESIGNERS DEVELOPERS
Support Development MarketingManagementDesign
consumer needs
CO-CREATE
While leaving time for deep concentration, flow and creativity
“Deep work will make you better at what you do and provide the sense of true fulfillment that comes from craftsmanship. In short, deep work is like a super power in our increasingly
competitive twenty-first century economy.”
— Cal Newport, Author of Deep Work
“Teamwork is the ability to work together toward a common vision. … It is the fuel that allows common
people to attain uncommon results.”
– Andrew Carnegie
ITERATION
60 PERCENT OF THE FEATURES WE BUILD IS WASTE. The research shows that more than 60% of features in software products are rarely or never used.
http://www.leanstartupcircle.com/links/128
MVP: Minimum Viable Product
A product built from the smallest set of features that delivers customer value.
http://www.leanstartupcircle.com/links/128
Lovable
an holistic and dynamic design language across teams
new solutions from teams
currently approved designs
prototype and get feedback
real html code mockups
sketch design + invision
Action beats perfection. Just launch.
Then improve through feedback.
Insight & Concept Lean UX Agile
Dire
ctio
nC
on
cep
t
Clear needs
Research Observation
Prioritize insight
Brainstorm concepts
Hypothesis
EXPERIMENT & ANALYSE
LEARN BUILD
MEASURE
KILL YOUR DARLINGS
There is an untapped potential of knowledge in Norway from
feedback through surveys, analytics and support.
MEANING
create meaningful services and products that bring value through great teams who
celebrate their goals together.
ITERATION
build, measure and learn. action beats perfection.
just launch and continuously improve.
INSIGHT
understand pains, opportunities & trends. walk in the shoes of the
people you are designing for before, during and after.
Foto:Georg Nietsch
