design for startups

Jeffrey Veen

cargo cults

Shouldn’t copying something be easier than creating it?

The problem is that the work on the original is invisible. The copier doesn’t know why it looks the way it looks or feels the way it feels or reads the way it reads.

Photo: James Duncan Davidson

Good design is innovative.It does not copy existing product forms, nor does it produce any kind of novelty for the sake of it.

intentional

the process of making things for other people

design

decisions

Jared Spool Jess McMullin

unconsidered

introspective

genius!

user-centered

Will neglecting design confuse your users?

VisualDesigner Writer

Interaction Designer

Information Architect

Design Strategist

Interface Design Roles

visual design

interaction design

information architecture

2.0.0 Traffic

Sources

Overview

2.1.0 Direct Traffic

Overview

2.2.0 Referring

Sources

T Referring sources

2.2.1 Referring

Source Detail

% visitors came directlyN

% visitors came from other linksN

% from AdWords campaignsN

3.0.0 Content

Overview

Aver. Length of Visit N

Aver. Depth of VisitN

Overlay

T Top Content

Uniq. Views

Pageviews

Ave. Time

% Exit

$ Index

TEntrance &

Bounce

Uniq. Views

Pageviews

Ave. Time

% Exit

$ Index

T Exit

Uniq. Views

Pageviews

Ave. Time

% Exit

$ Index

Aver. Time on PageN

3.1.0 Content

Detail

1.0.0 Visitor

Overview

# of visitorsN

Pages/VisitN

New vs. RetruningN

Segmentation

Design Criteria

User Defined

Content

Keyword

Campaign

Source

Medium]Campaign

Keyword Content

Country Region

CityNetwork

Location

LanguageBrowser

PlatformConnection

Speed

Screen

Resolution Colors

JavaFlash

Ave. Price

Aver QTY

Account Overview

Report tools

Add to favorites

Add to dashboard

Send as email

Export options

Connect to data

Print tools

# of sourcesN

# of visitors that came directlyN

# of visitorsN

popularity ranking and % of visitors N

points to content pageN

5.0.0 Ecommerce

overview

Total RevenueN

Total TransactoinsN

# of productsN

Product CategoriesN

TProduct

Performance

Items

Trans

Revenue

Ave. Price

Aver QTY

Product Overview

Product CategoriesN

5.1.0 Product

Detail

Title + # of Trans + Revenue N

Keywords

Source

Location

City, region, country

Revenue Rank

TProduct

Performance

Items

Trans

Revenue

Ave. Price

Aver QTY

5.2.0 Transaction

list

# of TransactionsN

TProduct

Performance

Items

Trans

Revenue

5.3.0 Average

Revenue

RevenueN

Revenue

% of Total

Transactions for

each product

Total Transactions

Total Revenue

Total Revenue for

product

Total Visitors for

Page

# of VisitorsN

Traffic Source 3.1.1 All Navigation3.1.2 Initial Navigation

TInitial

Navigation (Starting Page)

Visits

Goal/Visit

T/Visit

$/Visit

T Referring source

Visits

Goal/Visit

T/Visit

$/Visit

TAll Navigation (came from)

Visits

Goal/Visit

T/Visit

$/Visit

Aver. Time on Page

Aver. Bounce

% who started

Top Content

Total Direct Trafic

Total Referral TraficVisitors from

Source

# of Visitors new and

retruning

Aver. Pageviews/

Visite

Pageviews

# of visits new and returning

Loyality

Recency

1.1.0 Average PV/

visit

1.2.0 Total

Pageviews

1.3.0 New vs.

returning

1.4.0 Loyalty

1.5.0 Recency

4.0.0 Goals

Goal Conversion?

Total CompletionN

Conversion %N

Total ValueN

Average ValueN

Abandoned FunnelN

4.3.0 Funnel Page

Funnel Visualization

Make "Entrance" and "Exit" numbers hidden until asked for by user.

4.2.0 Reverse

Goals

% of Goals Completed

Funnel Visualization

4.1.0 Goal Detail

3.1.3 Site Overlay

Detail

3.2.0 Average Time

on Page

3.3.0 Average

Bounce Rate

3.4.1 Percent who

started

Direct VisitorsS

Visits

Bounce Rate

Pages/Visits

Time on Site

First Visit To Site

Goal 1

Goal 2

Goal 3

Goal 4

Transactions

Revenue

Source Domain Name

# of visitorsN

iff source has one link referral:

else:

TSource's Link

Referrals

Visits

Bounce Rate

Pages/Visits

Time on Site

First Visit To Site

Goal 1

Goal 2

Goal 3

Goal 4

Transactions

Revenue

URL

2.2.2 Link Detail

# of visitorsN

popularity ranking and % of visitors N

points to content pageN

Visitors from Link

Search EnginesT

2.3.0 Search

Engines Overview

(all)

% visitors from search enginesN

# of keywordsN

% of total trafficN

% of each search

engine

# of paid keywordsN

Visits

Bounce Rate

Pages/Visits

Time on Site

First Visit To Site

Goal 1

Goal 2

Goal 3

Goal 4

Transactions

Revenue

Search Engine Name

Total # of Keywords

2.3.2 Search

Engine Detail

(all)

% of engine's traffic

for top 5 keywords

# of visitorsN

# of keywordsN

# of visitors from paid keywordsN

Visitors from this Search EngineS

% Bounce

Pages/Visits

Avg. Time on Site

% First Visit To Site

% Goal 1

% Goal 2

% Goal 3

% Goal 4

# of Transactions

Total Revenue

# of Products

link to geo map for this segment

link to language list for this segment

KeywordsT

Visits

Bounce Rate

Pages/Visits

Time on Site

First Visit To Site

Goal 1

Goal 2

Goal 3

Goal 4

Transactions

Revenue

Keyword

2.3.4 Top

Keywords

(all)

% of search traffic

for top 5 keywords

# of keywordsN

KeywordsT

Visits

Bounce Rate

Pages/Visits

Time on Site

First Visit To Site

Goal 1

Goal 2

Goal 3

Goal 4

Transactions

Revenue

Keyword

2.3.6 Keyword

Detail

visitors from

keyword

# of visitorsN

points to content page(s)N

is part of campaignN

Visitors from this KeywordS

% Bounce

Pages/Visits

Avg. Time on Site

% First Visit To Site

% Goal 1

% Goal 2

% Goal 3

% Goal 4

# of Transactions

Total Revenue

# of Products

link to geo map for this segment

link to language list for this segment

Search EnginesT

Visits

Bounce Rate

Pages/Visits

Time on Site

First Visit To Site

Goal 1

Goal 2

Goal 3

Goal 4

Transactions

Revenue

Search Engine Name

if from Google AdWords:

link to AdWords keyword detailsN

segmentable by engine

segmentable by paid/organic

Search EnginesT

2.3.1 Search

Engines Overview

(paid)

# of keywordsN

% of total trafficN

% of each search

engine

# of paid keywordsN

Visits

Bounce Rate

Pages/Visits

Time on Site

First Visit To Site

Goal 1

Goal 2

Goal 3

Goal 4

Transactions

Revenue

Search Engine Name

# of Paid Keywords

2.3.3 Search

Engine Detail

(paid)

% of engine's paid

traffic for top 5

keywords

# of visitorsN

# of keywordsN

# of visitors from paid keywordsN

Visitors from this Search EngineS

% Bounce

Pages/Visits

Avg. Time on Site

% First Visit To Site

% Goal 1

% Goal 2

% Goal 3

% Goal 4

# of Transactions

Total Revenue

# of Products

link to geo map for this segment

link to language list for this segment

KeywordsT

Visits

Bounce Rate

Pages/Visits

Time on Site

First Visit To Site

Goal 1

Goal 2

Goal 3

Goal 4

Transactions

Revenue

Keyword

# of paid keywordsN

2.3.5 Top

Keywords

(paid)

% of search traffic

for top 5 keywords

# of paid keywordsN

KeywordsT

Visits

Bounce Rate

Pages/Visits

Time on Site

First Visit To Site

Goal 1

Goal 2

Goal 3

Goal 4

Transactions

Revenue

Keyword

# of keywordsN

Visitors from this sourceS

% Bounce

Pages/Visits

Avg. Time on Site

% First Visit To Site

% Goal 1

% Goal 2

% Goal 3

% Goal 4

# of Transactions

Total Revenue

# of Products

link to geo map for this segment

link to language list for this segment

Visitors from this sourceS

% Bounce

Pages/Visits

Avg. Time on Site

% First Visit To Site

% Goal 1

% Goal 2

% Goal 3

% Goal 4

# of Transactions

Total Revenue

# of Products

link to geo map for this segment

link to language list for this segment

2.4.0 AdWords

Campaigns

Overview

AdWords traffic, %

from top 4 + "other"

campaigns

# of visitorsN

# of campaignsN

Visitors from AdWordsS

% Bounce

Pages/Visits

Avg. Time on Site

% First Visit To Site

% Goal 1

% Goal 2

% Goal 3

% Goal 4

# of Transactions

Total Revenue

# of Products

link to geo map for this segment

link to language list for this segment

AdWords CampaignsT

Visits

Bounce Rate

Pages/Visits

Time on Site

First Visit To Site

Goal 1

Goal 2

Goal 3

Goal 4

Transactions

Revenue

Campaign Name

2.4.1 AdWords

Campaign Detail

Campaign traffic, %

from top 4 + "other"

ad groups

# of visitorsN

# of ad groupsN

Visitors from this campaignS

% Bounce

Pages/Visits

Avg. Time on Site

% First Visit To Site

% Goal 1

% Goal 2

% Goal 3

% Goal 4

# of Transactions

Total Revenue

# of Products

link to geo map for this segment

link to language list for this segment

Campaign Ad GroupsT

Visits

Bounce Rate

Pages/Visits

Time on Site

First Visit To Site

Goal 1

Goal 2

Goal 3

Goal 4

Transactions

Revenue

Ad Group Name

2.4.2 AdWords Ad

Group Detail

Ad group traffic, %

from top 4 + "other"

keywords

# of visitorsN

# of keywordsN

Visitors from this ad groupS

% Bounce

Pages/Visits

Avg. Time on Site

% First Visit To Site

% Goal 1

% Goal 2

% Goal 3

% Goal 4

# of Transactions

Total Revenue

# of Products

link to geo map for this segment

link to language list for this segment

Ad Group KeywordsT

Visits

Bounce Rate

Pages/Visits

Time on Site

First Visit To Site

Goal 1

Goal 2

Goal 3

Goal 4

Transactions

Revenue

Keyword

2.4.3 AdWords

Keyword Detail

???

# of visitorsN

link to standard keyword detailN

Ads for this keywordT

# of clicks

% Goal 1

% Goal 2

% Goal 3

% Goal 4

Ad

Keyword positionsT

# of Visits

% Bounce

Pages/Visits

Avg. Time on Site

% First Visit To Site

% Goal 1

% Goal 2

% Goal 3

% Goal 4

# of Transactions

Total Revenue

Position

% from all paid searchN

traffic rank among your keywordsN

traffic rank among your enginesN

traffic rank among your paid searchN

to Search Engines Overview (paid) (2.3.1)

traffic rank among your AW campaignsN

traffic rank among your AW ad groupsN

% Bounce

Pages/Visits

Avg. Time on Site

% First Visit To Site

% Goal 1

% Goal 2

% Goal 3

% Goal 4

# of Transactions

Total Revenue

# of Products

UI copy

front-end development

design strategy

case study:Wikirank

wikirank

The Wikipedia page for Topic Page was viewed 2,190

times in the last 30 days

Topic Page is a thing some people write about while others search for it and then

visit the page. Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Donec neque

diam, aliquam eget, pharetra ac, dapibus quis, risus. Donec orci sem, mattis eget,

convallis nec, pulvinar a, ipsum. Vivamus luctus, velit at egestas varius, nisl dolor

ultricies mauris, dapibus eleifend neque urna quis dolor. Aliquam eget enim ut enim

scelerisque porta. Mauris sed velit ut neque posuere malesuada. Aenean auctor.

Quisque fringilla ligula elementum quam. Read the full article...

Embed this chart Compare this to another topic View: 7 days - 30 days - 90 days

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Home page

Topic pages Search results

Comparison chooser

Comparison page

Popular by month, year

Wikirank page flow

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FF Netto IconsInstructions for Use

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process rolls•unconsidered

•introspective

•genius!

•user-centered

•visual design

•interaction design

•information architecture

•front-end development

•UI copy

•design strategy