1.
ACHIEVING 10X
What it takes to create
meaningful products we love
@LillianAyla

2.
Lillian Ayla Ersoy
Design Lead / Konseptutvikler / Interaksjon Designer
Product Designer / Service Designer
12 years of experience with design and product development

3.
Grew up acting,
dancing & painting.
Studied business &
visual communication.
Desperately needed to
escape the midwest,
USA and find my roots
back in Norway.
Started working as
a designer in 2005,
and moved to
Norway in 2006.
Spent the first 7 years
designing from a brief,
and the last 5 years
forming it.

4.
The landscape is evolving fast.
We need to adapt quickly
and think differently.

5.
Image: Whatever you think, think the opposite. Book by Paul Arden

6.
INSIGHT
MEANING
ITERATION

7.
INSIGHT

8.
“Insight is half information
and half inspiration.”
- Linda Halvorsen, BEKK

9.
We need to put ourselves in the our
consumer’s shoes and truly understand
their needs and motivations.

10.
BEFORE
Learn through
Experience Mapping
Value Preposition Design
Impact Mapping
Interviews & Observation
Design Sprints

11.
DURING
Test hypothesis
Are we creating value
based on real needs?
Test usability
Is it Intuitive and simple?

12.
AFTER
We have just begun.
Learn, improve and delight.
Measure through
Statistics
Customer support
Surveys

13.
MEANING

14.
”Designing an interface to be usable is
like a chef creating edible food.”
Aaron Walters, Design for emotion

15.
90% of our decisions are based
on emotion while only 10% are
based on logic.

16.
The Design Success Ladder
by DRAWBACKWARDS
MEANINGFUL
DELIGHTFUL
COMFORTABLE
USABLE
FUNCTIONAL
Credit: DRAWBACKWARDS

17.
FUNCTIONAL
They change the user’s life and create
long-lasting success. They have a strong
brand strategy, delightful design, unique
voice and and a deep empathy for users.
USABLE
COMFORTABLE
DELIGHTFUL
MEANINGFUL
Credit: DRAWBACKWARDS

18.
Hipchat
Image: http://www.underconsideration.com/brandnew/archives/oslo_city_bike_app.jpg

19.
But great products are not
born without great teams.

20.
FIELD EXPERTS, MARKETING & COMMUNICATION MANAGERS & PRODUCT OWNERS
ARCHITECTS & TEST MANAGERS DESIGNERS DEVELOPERS

21.
Support Development Marketing
ManagementDesign
consumer needs
CO-CREATE

22.
While leaving time for deep
concentration, flow and creativity

23.
“Deep work will make you better at what you do and provide
the sense of true fulfillment that comes from craftsmanship.
In short, deep work is like a super power in our increasingly
competitive twenty-first century economy.”
— Cal Newport, Author of Deep Work

24.
“Teamwork is the ability to work together toward a
common vision. … It is the fuel that allows common
people to attain uncommon results.”
– Andrew Carnegie

25.
ITERATION

26.
60 PERCENT OF THE FEATURES WE BUILD IS WASTE.
The research shows that more than 60% of features in software products are rarely or never used.
http://www.leanstartupcircle.com/links/128

27.
MVP: Minimum Viable Product
A product built from the smallest set of features
that delivers customer value.
http://www.leanstartupcircle.com/links/128
Lovable

28.
an holistic and dynamic
design language across teams
new solutions
from teams
currently
approved designs

29.
prototype and get feedback
real html code
mockups
sketch design
+ invision

30.
Action beats perfection.
Just launch.

31.
Then improve through feedback.

32.
Insight & Concept Lean UX Agile
DirectionConcept
Clear needs
Research
Observation
Prioritize
insight
Brainstorm
concepts
Hypothesis
EXPERIMENT
& ANALYSE
LEARN
BUILD
MEASURE
KILL YOUR
DARLINGS

33.
There is an untapped potential
of knowledge in Norway from
feedback through surveys,
analytics and support.

34.
MEANING
create meaningful services and
products that bring value
through great teams who
celebrate their goals together.
ITERATION
build, measure and learn.
action beats perfection.
just launch and
continuously improve.
INSIGHT
understand pains, opportunities &
trends. walk in the shoes of the
people you are designing for
before, during and after.

35.
Foto:Georg Nietsch

36.
Takk!
Tweets @LillianAyla
slideshare.com/lillayla
lillayla.com