Designing for the Right Audience

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Talk from Renaissance IO 2014 on how to make sure you’re designing your apps for the right audience. Covers Baxley’s “Universal Model of the User Interface” and designer temperaments.

Tecnologia Design

Designing for
the Right Audience

Danielle Arvanitis

So…how can I
be sure to design
for the right audience?

One designer can illustrate with
ease, while another can barely
manage a stick ﬁgure. Both are
competent UX designers.
—Braden Kowitz, Google Ventures

Style
Layout

Manipulation
Viewing & Navigation

Task Flow
Conceptual Model

STRUCTURE

Organizational Model

BEHAVIOR

User Assistance

PRESENTATION

Text

Universal Model of the User Interface. © 2003, Robert Baxley

Text

VISUAL DESIGNER

Style
Layout

BEHAVIOR

User Assistance

Manipulation
INTERACTION DESIGNER
Viewing & Navigation

Task Flow
ARCHITECT
Conceptual Model

STRUCTURE

Organizational Model

Thanks!
Danielle Arvanitis
@dannyoyello
dmaux.com

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Designing for the Right Audience

1. Designing for the Right Audience Danielle Arvanitis

3. Plaid is the new ﬂat —Tim Burks

4. John Maeda, KPCB

5. Sunnyvale

10.

11.

12.

13.

14. Designing for the wrong audience

15. Designing for ourselves

16.

17. Designing for design peers

18. Designing for the marketing department

19. 7 11 4 avg high low

20. Designing for patents

21. Designing for gatekeepers & the media

22.

23.

24.

25.

26. The promise you make…

27. So…how can I be sure to design for the right audience?

28. Skills

29. One designer can illustrate with ease, while another can barely manage a stick ﬁgure. Both are competent UX designers. —Braden Kowitz, Google Ventures

30. Style Layout Manipulation Viewing & Navigation Task Flow Conceptual Model STRUCTURE Organizational Model BEHAVIOR User Assistance PRESENTATION Text Universal Model of the User Interface. © 2003, Robert Baxley

31. Style Layout Manipulation Viewing & Navigation Task Flow Conceptual Model STRUCTURE Organizational Model BEHAVIOR User Assistance PRESENTATION Text Universal Model of the User Interface. © 2003, Robert Baxley

32. Style Layout Manipulation Viewing & Navigation Task Flow Conceptual Model STRUCTURE Organizational Model BEHAVIOR User Assistance PRESENTATION Text Universal Model of the User Interface. © 2003, Robert Baxley

33. Style Layout Manipulation Viewing & Navigation Task Flow Conceptual Model STRUCTURE Organizational Model BEHAVIOR User Assistance PRESENTATION Text Universal Model of the User Interface. © 2003, Robert Baxley

34. Style Layout Manipulation Viewing & Navigation Task Flow Conceptual Model STRUCTURE Organizational Model BEHAVIOR User Assistance PRESENTATION Text Universal Model of the User Interface. © 2003, Robert Baxley

35. Text VISUAL DESIGNER Style Layout BEHAVIOR User Assistance Manipulation INTERACTION DESIGNER Viewing & Navigation Task Flow ARCHITECT Conceptual Model STRUCTURE Organizational Model

36. Temperament

37. Ego-driven

38. Service-driven

39. But how do I tell them apart?

40. A simple question

41. Listen for keywords

42. You need both!

43. Last thoughts

44. This is a great time for design.

45. This is a great time for design. ERS

46.