✊Lorenzo Cercelletta spent 3 years as Lead Designer at Clue. More than a tracking app, it became a flagship brand for woman health and has gathered millions of women across the world. Lorenzo now runs his own independent agency Quiet, one of the the only in Europe specialized exclusively on digital end-to-end design, with clients like Volkswagen, Soundcloud, Adidas, Monoqi, and numerous startups.   He explains how you can translate your culture & values into your design, and how design can in turn feed your DNA. He also shows how you can use design to conquer or create new markets, putting design at the service of real user pains. Lorenzo draws from several use cases he's worked on at several early stage startups.

1. The Undeniable Power of Design
When and how to use design, and, most
importantly, why.
THE FAMILY
Lorenzo Cercelletta

2. Design is a key factor in the success of
any company.
But why is that?

3. WHY USE DESIGN ?
Higher
user
retention
Higher
user
engagement
Faster &
cheaper
product
delivery
Higher
sales

4. People often associate Design with a
pretty brand, pretty website, and
pretty illustrations
but that’s just the packaging.

5. Design ≠ Beauty
Good design is more about the actual outcome than
pure aesthetics.
WHAT IS DESIGN ?

6. So how can Design impact your
company?
Through extensive qualitative research.

7. People = Users + X
The people using your product are more than just
users.
HOW TO DESIGN ?

8. Person User
QUANTITATIVE DATAQUALITATIVE DATA

9. THE GOLDEN EQUATION
Physical Interactions
x
Cognitive Patterns
x
Emotions
=
Engaging Product
USERS
PEOPLE

11. THE PROBLEM
Onboarding drop-off
THE SOLUTION
Intensive lo-fi testing for 2 months

14. THE RESULTS
9/10
Users through
on-boarding
+80%
On-boarding
retention

15. THE PROBLEM
Active users and data points
THE SOLUTION
Customer support as a design tool

17. THE RESULTS
+10%
Monthly
active users
+200%
Daily entries

19. THE PROBLEM
Active users and data points
THE SOLUTION
Chatbot hacks to drive “stickiness”

22. THE RESULTS
Awarded
European Seal
of Excellence
Funded
Permides
EU
Accelerated
Fast Track
Malmo

24. THE PROBLEM
Design without a full-time designer
THE SOLUTION
Intensive workshop to plan MVPs

27. THE RESULTS
Product
strategy
Feature
definition
Testing-ready

28. Design is a very effective investment.

29. EXTRA NUMBERS
1000% cheaper
“Fixing a problem
after development
can cost you up to
100 times more.”
Software Engineering: A
Practitioner’s Approach,
Robert Pressman
225% ROI
“Every €112 a design
alert business spends
on design increases
turnover by €252.”
The Value of Design,
Design Council

30. EXTRA NUMBERS
21
Acquisitions of
designer-founded
startups or creative
agencies in 2017
Design In Tech,
John Maeda
63%
Of 400+ international
startups believe
design contributed
to a higher valuation
Future of Design,
NEA

31. Thank you
lorenzo@quiet.as – www.quiet.as