How to design great products

There's a lot more to design than just pushing pixels in photoshop.

Slides from usertesting.com webinar on 3/31/2015

First presented NewCo at LA in Nov 2014

1. DESIGN GREAT PRODUCTS HOW TO Sash Catanzarite | @thesash | Tradesy
2. WHO ARE YOU? Tradesy NOW BEFORE
3. DESIGN MATTERS
4. TOOLS HAVE GOTTEN BETTER 2000 2015 Immature, expensive, proprietary tech Mature, cheap, open-source tech
5. GLOBAL INTERNET PENETRATION 2000 2014 6% 40% 86%+ in US
6. UX MATTERS MORE THAN EVER User experience is a competitive advantage MASSIVE LAYOFFS IN 2012 $4B MKT CAP $200B MKT CAP SOLD FOR $30M IN 2011
7. WHAT IS A GREAT PRODUCT?
8. SOLVE PROBLEMS 1. GREAT PRODUCTS
9. USER CENTERED DESIGN
10. USER RESEARCH Who, what, when, where, how
11. ARE GREAT BUSINESSES 2. GREAT PRODUCTS
12. BUSINESS ANALYSIS Ask questions Uncover constraints • Where does our content come from? • How do we make money? • What do users need to accomplish in order for us to be successful? • Time • Budget • Tech
13. PRODUCT DESIGNERS WEAR MANY HATS
14. SCOPE & PRIORITIZATION Which ideas do we include?
15. ARE USABLE 3. GREAT PRODUCTS
16. USABILITY • Learnability • Efficiency • Memorability • Error Handling • Satisfaction
17. LEARNABILITY
18. EFFICIENCY
19. MEMORABILITY
20. ERROR HANDLING
21. SATISFACTION
22. HOW DO YOU KNOW? User testing
23. ARE NOT MOCKUPS 4. GREAT PRODUCTS
24. PROTOTYPING How does it feel? What are the interactions? Where are the sticking points?
25. DESIGN IN THE BROWSER
26. DEVELOPMENT & ITERATION
27. ARE DELIGHTFUL 5. GREAT PRODUCTS
29. DESIGNING DELIGHT More than just aesthetics
30. DESIGNING DELIGHT More than just aesthetics • UI Design • Interaction design • Micro-copy • Branding
31. HAS NEVER BEEN EASIER DESIGNING GREAT PRODUCTS
32. HAS NEVER BEEN EASIER DESIGNING GREAT PRODUCTS More complicated
34. HAS NEVER BEEN EASIER DESIGNING GREAT PRODUCTS More important
35. SOLVE PROBLEMS 1. GREAT PRODUCTS ARE GREAT BUSINESSES 2. ARE USABLE 3. ARE NOT MOCKUPS 4. ARE DELIGHTFUL 5.
36. UNDERSTAND THE USER 1. HOW TO DESIGN A GREAT PRODUCT UNDERSTAND THE BUSINESS 2. EMPATHIZE WITH THE USER 3. BUILD, ITERATE, REFINE 4. ENGAGE WITH EMOTION 5.
37. Sash Catanzarite THANKS! @thesash tradesy.com/jobs https://speakerdeck.com/thesash/how-to-design-great-products