A keynote about product design during the Institution of Engineers Singapore (IES) Design Award 2013 competition. In this talk, I discuss how we should start from the user on product design, whether hardware and software. Part of the emphasis will centered on some interesting principles such as learn from data, less is more and focus on the most boring but interesting feature.

1. Start from the User
Lean Lessons
Learned from
Design, Content &
Experience
Bernard Leong
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2. A Short Introduction of Myself ...
Product Development
Content Producer
& Management
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3. Start from asking why ...
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4. Observe the world around you ...
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5. Dig deep in the problem you are solving
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6. Then work out how ...
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7. Figure out the user behaviour:
we are programmed to the Power of Habit
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8. Transition from a book to an e-book
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9. Designing Features for Users: Less is more
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10. The most Boring feature is the most Important one.
Exhibit 1: Instagram App - Uploading Speed
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11. Think Scarcity: Demand vs Supply
Exhibit 2: Mailbox App
Pushing the user to repeat using the app subconsciously
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12. Focus on closing the loop for the user
Exhibit 3: Uber App
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13. Learn to be a Growth Hacker
Growth & Retention of Users are Independent of
Technology & Features
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14. User Growth is about content & content is expensive
Exhibit 4: AirBnB
Focus on Content
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15. User Retention has a lot to do with customer service
Exhibit 4: Apple Stores inspired by Ritz Carlton Conceirge
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16. Learn the behaviour of your user by data
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17. What are the killer metrics that inspire users to come back?
Exhibit 5: Fab.com
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18. You live in an exciting world
where you can make your dreams come true
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19. Any questions?
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