Jing Hacking Product Design

A Guide to Designing Products for Startups
1. Auflage 2018
ISBN: 978-1-4842-3985-8
Verlag: APRESS
Format: PDF
Kopierschutz: 1 - PDF Watermark

E-Book, Englisch, 120 Seiten, eBook

Understand how designing a technology product in a startup environment is markedly different from product design at established companies. This book teaches product designers how to think and frame problems in the dynamic context of startups. You will discover how to enhance your soft skills that are often not taught, but are crucial to your success.

In the emerging field of design for technology products, there are many books and resources covering the hard skills—such as visual design, interface design, prototyping, and motion design. These skills are necessary to design work; however, without an understanding of the true potential of design and the skills required to unleash that potential in a startup setting, the impact of design may remain at a production level and not reach a position where it can positively impact product strategy and the business bottom line. Hacking Product Design addresses that gap in knowledge. 

What You’ll Learn 

• Gain foundational knowledge: know what startups are, the mindset designers should have when working in startups, and how to solve problems
  
• Generate product ideas, collaborate with others, and prioritize what to do to maximize the potential of those ideas
  
• Discover how to be successful in designing great products—know what to focus on and the principles to follow
  

Who This Book Is For 

Those interested in becoming product designers in startups, including design students, junior designers, front-end engineers, and graphic and web designers who want to transition to designing technology products

Zielgruppe

Professional/practitioner

Autoren/Hrsg.

Jing, Tony

Inhaltsverzeichnis

1;Contents;5
2;About the Author;6
3;Acknowledgments;7
4;Introduction;8
5;Chapter 1: How Startups Work;10
5.1;Technology and Human History;10
5.1.1;How Do Startups Fit into This?;11
5.1.2;How Does Design Fit into This?;13
5.2;The Modern Startup;14
5.2.1;Startups Are Fickle;14
5.2.2;Startup Terminology;15
5.3;The Product Team;17
5.3.1;Product Manager;17
5.3.2;Product Designer;18
5.3.3;Project Manager and Engineering;18
5.3.4;Data Science, User Research, and Product Marketing;18
5.4;Summary;19
6;Chapter 2: Design Is a Mindset;20
6.1;Empathy;20
6.1.1;Egos and Assumptions;21
6.1.2;Listen and Observe;21
6.1.3;Body Language and What’s Not Said;22
6.1.4;Example of Lack of Empathy;22
6.2;Curiosity and an Open Mind;24
6.2.1;Have Virtues;25
6.2.2;Never Stop Learning;26
6.3;How to Solve a Problem;27
6.3.1;Frame, Then Reframe;27
6.3.2;Get to the Constraints;28
6.4;Having Goals;28
6.4.1;Useful, Usable, Desirable;28
6.4.2;Viable, Feasible, Desirable;30
6.4.3;The Ultimate Chart;31
6.5;Define the Product;32
6.5.1;Stand for Something;32
6.5.2;Have a Guiding Principle;32
6.5.3;Get Enough Details Right;33
6.6;Summary;33
7;Chapter 3: Practice, Tasks, and Experiences;35
7.1;A Craftsperson’s Mindset;35
7.1.1;Practice Makes Perfect;37
7.1.2;Sketching;39
7.2;Tasks and Experiences;39
7.2.1;Jobs to Be Done;40
7.2.2;Goals and Experiences;41
7.3;Summary;45
8;Chapter 4: Evaluating and Informing Ideas;46
8.1;Changing Times;47
8.2;Getting Ideas;48
8.2.1;Generating Startup Ideas;49
8.2.2;Painkillers vs. Vitamins vs. Candy;52
8.2.3;Build, Measure, Learn, and Iterate;52
8.2.4;A Note on Welcoming Environments;53
8.3;Research and Data;54
8.3.1;User Research;54
8.3.2;Data Science;56
8.4;Summary;56
9;Chapter 5: Design Is a Team Sport;57
9.1;Product Process;59
9.2;How to Work with PMs;60
9.2.1;Understand a PM’s Job;60
9.2.2;Understand Your Job;61
9.2.3;Handling Disagreements with Your PM;63
9.3;How to Work with Engineers;63
9.3.1;Understand Their Job;63
9.3.2;Know Some Programming;64
9.3.3;Get to Know Their Constraints;64
9.3.4;Again, Guide Them to the Users;65
9.4;Design’s Superpower;65
9.4.1;Everyone Will Have an Opinion;65
9.5;Summary;66
10;Chapter 6: Design Is About Priorities;67
10.1;There Is No “Right Time”;67
10.2;The Only Metric That Matters;69
10.3;Apply the 80/20 Rule;70
10.4;Summary;72
11;Chapter 7: Designing for Scale;73
11.1;Fall in Love with the Problem;74
11.2;Benefit As Many People As Possible;75
11.2.1;Designing for Accessibility;75
11.3;Don’t Get Lost in the Aesthetics;80
11.4;Systems and Processes;83
11.4.1;Systems for Designers and Engineers;86
11.4.2;How Do We Create a Design System?;86
11.4.3;When to Use and Not Use Design Systems;88
11.5;Summary;88
12;Chapter 8: Psychology, Culture, and Design;89
12.1;Visual Perception;90
12.1.1;Affordance;90
12.1.2;Gestalt;92
12.2;Comprehension and Memory;94
12.2.1;Progressive Disclosure;95
12.2.2;Mental Models;95
12.2.3;Metaphors, Examples, and Stories;96
12.3;Culture;97
12.3.1;Archetype;97
12.3.2;Design Reflects Culture;98
12.4;Summary;105
13;Chapter 9: Tools, Frameworks, and the Future;106
13.1;A Recap;106
13.1.1;Useful, Usable, Feasible, Viable, and Desirable;107
13.1.2;Two Goods;108
13.1.3;Values, 10x Better, and Details;108
13.1.4;Jobs to Be Done;109
13.1.5;Narrow and Deep;109
13.1.6;Build, Measure, and Learn;109
13.1.7;The Only Metric and 80/20;110
13.2;Space-Time Continuum;110
13.3;Cover Your Bases;112
13.3.1;Happy Path;113
13.3.2;Edge Cases and Unhappy Path;113
13.3.3;Audit the Product’s Touch Points;114
13.4;Communication and Critique;115
13.5;The Future;116
13.6;Carry On Designing;116
14;Index;117

Über Autor(innen)

Tony Jing is a product designer at Uber Technologies Inc. Prior to that he was a product designer at Inkling Systems Inc., a startup based in San Francisco. He writes a popular blog on Medium on topics such as design, prototyping, and technology in China.