Jon Setzen – Designing From the Ground Up: Approaching, Prioritizing and Executing Design
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Transcript of Jon Setzen – Designing From the Ground Up: Approaching, Prioritizing and Executing Design
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DESIGNING FROM THE GROUND UPFuture of Web Design / November 2014 / New York City
JON SETZEN@jonsetzen
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DESIGN STRATEGYFiguring out the story and solving problems.
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SIMPLE SOLUTIONS & SOLVING PROBLEMSFOCUSING ON CONTENTCREATING EXPERIENCESTORY BEFORE DESIGN
Today’s Agenda
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X
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“Good design is as little design as possible.” - Dieter Rams
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PROBLEM SOLVINGA little bit of design helps solve problems quickly.
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I’M NOT THE ONLY USERYou can’t design only for yourself.
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DON’T DISRUPT WORKFLOWWhat seems better for you,
could be worse for someone else.
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MY SIMPLE SOLUTION
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USER FEEDBACK
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“I can never remember if the sticker is for the coffee or the toaster. It drives me crazy.”
- Mindy (wife, mother of two, not a morning person)
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ITERATE AND IMPROVE
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DESIGNED…but not designed.
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IT’S MISSING THE PRETTY
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“Design makes what feels complex simpler, and what is simpler feel richer.”
- John Maeda
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THE SWEET SPOT OF SIMPLICITY & EXPERIENCE
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SIMPLE EXPERIENCESHelp us get what we want & need effortlessly.
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IT’S ALL ABOUT CONTENTExperience. Stories. Understanding.
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CONTENT WINSParallax Scrolling, not so much.
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“Freely distributed information that’s relevant to the person reading it. That’s web design.”
- Dan Cederholm, SimpleBits.com
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CONTENT IS VAST
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“Content is anything that adds value to the reader’s life. It can add value by making them smarter, making them
laugh, making them do their job better, rush to their child to share the video, make a contribution to a charity”
- Avinash Kaushik, Google
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GOOD CONTENT MAKES US FEEL SOMETHING
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GOOD CONTENT MAKES US A PART OF SOMETHING
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WE DO A LOT FOR THE CONTENT WE WANT
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WE DO A LOT FOR THE CONTENT WE WANT
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WE DO A LOT FOR THE CONTENT WE WANT
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WE DO A LOT FOR THE CONTENT WE WANT
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WHERE DO YOU GET YOUR CONTENT?
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CREATING AN EXPERIENCEThe unique story of your content.
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LET’S TALK ABOUT MUSIC
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Arcade Fire Discography Funeral Neon Bible The Suburbs Reflektor
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GET YOUR STORY STRAIGHTThe best content tells the right story, right away.
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WHAT IS WEB HOSTING?
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THERE ARE OVER
40,000 WEB HOSTING COMPANIES
IN YOUR CITY THERE IS
ONE POWER COMPANY
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+ approximately 39,994
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tough metallic
dismissive machine-like
elitist
elegant conditioned
inviting human
approachable
Media Temple then Media Temple now
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vs.
PERSONIFICATION
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vs.
THE ARMY BEHIND YOU
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MESSAGE DIVERSITY v. MESSAGE DISCIPLINE
Tell unique stories, not just the same story.
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“The features for the price - but also your site design and blog posts - appealed to my sense of design aesthetic and seemed to be interesting, useful articles. Gave me a sense of professionalism that I liked.”
WHAT THEY’RE SAYING
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NEVER STOP TELLING A GREAT STORY
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WHERE DO WE GO FROM HERE
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YOUR BIG SPARK IS NOT A WIREFRAMEIt’s a story. It’s a solution. It’s an experience.