What we've learned after going to the "From Business to Buttons" conference in Stockholm on April 27, 2017 : - Story first : create products that engage ( Donna Lichaw) - When UX goes offline ( Katie Dill, Director of Experience Design at Airbnb) - Evolving design systems for flexibility and scale ( Dawn Ressel, Design strategist at Intuit Design System) - Engaging with compassion ( Eric Meyer, Web legend and author of "Design for Real Life") - How to fight fascism (Mike Monteiro, Co-founder and Design Director at Mule Design)

1. Stockholm | April 27, 2017
Pierre Harlé

2. Ambiance!

3. Donna Lichaw
3
Story first
Create products that
engage
@dlichaw

4. BACKELITE 4
How to write a story
1.A character with a goal.
2.There’s an unexpected event!
3.Hurdles…
4.A dragon arrives!
5.The hero is victorious.
6.He comes back home, but changed,
improved.
7.The end.

5. 5
This is the result of a story if
it stopped after the first
hurdle.
In the beginning, users had two devices :
a phone and an iPod.
Apple’s first idea was to include a phone
“app” in the iPod. They even filed a
patent (left).
If they had stopped at this first hurdle,
we’d never have had the iPhone.
www.google.com/patents/US20070152979

6. Comment Steve Jobs a créé l’iPhone :
14.09.17 BACKELITE 6
An iPod
with a
phone
The
iPhone
Hurdles
(like the
previous
page’s
horror)

7. 7
Theory
Why do we like
stories?
https://youtu.be/cwnndX4mbs0?t=17m22s

8. We make ordinary people the heroes of their own lives…
“We are in the business of
creating heroes.”

9. 1. Who is my hero?
2. What is their big goal?
3. How is what I am building going to
help them meet their goal?

10. More :
1. The talk: https://www.youtube.com/watch?v=cwnndX4mbs0
2. Article from Donna Lichaw forAListApart:
alistapart.com/article/the-users-journey
3. A very good article about iPhone’s conception:
https://www.theverge.com/2017/6/13/15782200/one-device-secret-history-ipho
ne-brian-merchant-book-excerpt

11. Katie Dill
11
When UX
goes offline
Director of Experience
Design at Airbnb
@lil_dill

12. 12
Lufthansa’s UX
1. Book a flight

13. 13
Lufthansa’s UX
1. Fly

14. 14
United’s UX
1. Book a flight

15. 15
United’s UX
2. Get dragged off
the plane

16. 16
United
3. This is normal,
accept it.

18. 14.09.17 18BACKELITE
Where would
you like to go?

19. 14.09.17 19BACKELITE
When will you leave?

20. 14.09.17 20BACKELITE
Be our guest
for your trip.

21. 14.09.17 21BACKELITE
With your new avatar, find a
place among our funny and
lively passengers.

22. 14.09.17 22BACKELITE
Get some rest

23. 14.09.17 23BACKELITE
LISTEN UP.
o Drop $2 bucks in the box
o Grab a set of headphones
o Rock all flight long
Laugh at our
witty humor

24. 14.09.17 24BACKELITE
The same plane,
but better!

25. 14.09.17 25BACKELITE
youtube.com/watc
h?v=DtyfiPIHsIg
Even safety instructions
can be fun

26. Virgin’s user journey
Discover Purchase Use Assistance Share

28. #1
See the big picture

29. An orchestra: a conductor
and musicians

30. Conductor
Musician
#1
Musician
#2
Plays
his part
in this
picture
Plays
his part
in this
picture
Has the big
picture

31. What’s a partition in UX?
Musician
#1
Partition
#1 User #1
Storyboard
#1

32. Storyboards
Host
Guest

33. Airbnb is the conductor,
they see the big picture

34. #2
Get ahead of it

35. https://youtu.be/FeaUgol_ot4?t=12m
Katie Dill describes a guest arriving at the host’s home. (12:00 -> 12:45)

36. Happiness = reality – expectations
When reality is not as good as what the user
expected, they are disappointed.
It’s better to tell them what he’ll get instead
of letting him have impossible expectations.

37. Airbnb make sure users
know what they’ll get

38. #3
Set the stage

39. Myspace: too much freedom

40. Facebook’s design gives users
freedom on what matters: content

41. #4
Keep it real

42. An unique experience
each time.

43. Hosts’ interface: clarity

44. #5
Arm your partners

45. #1 See the big picture
#2 Get ahead of it
#3 Set the stage
#4 Keep it real
#5 Arm your partners

46. More:
1. The talk: https://www.youtube.com/watch?v=FeaUgol_ot4

47. Dawn Ressel
47
Evolving design
systems for
flexibility and
scale
Design strategist at Intuit
Design System

48. Before : each Intuit product lived in its own
silo.
Turbotax (Taxes)
Quickbooks
(Accounting)
Mint (Personal
accounting)

49. 10 years ago, the cloud appeared.
The cloud.

50. Intuit created a system with a
single source of truth.
Brand
elements
Processes
and flows
Widgets
Checkbox
es and
stuff
Structural
elements

51. This truth is directly in code,
which updates design files as it
changes.
All photoshop
files
All sketch
files
Each product’s
css

52. Eric Meyer
14.09.17 52
Engaging with
compassion
Web legend and author of
"Design for Real Life"

53. Eric’s daughter died
from cancer.

54. 6 month
after her
death, this
appeared on
Eric’s
facebook
page.

55. The ideal user is
not your only
user
5% of facebook’s users
had a bad year?
5% of user becomes
instantly very unsettled.
(which means 50 000 000 users)

56. “When you are designing for interaction,
you’re creating abstract rules to take
unknown content and organize it in an
unknown medium for presentation to
unknown people who have largely
unknown personal contexts.”

57. “Software is eating the world,
and we are shaping it.”

58. More:
1. The talk: https://www.youtube.com/watch?v=NrieNsCB8FY
2. Eric Meyer’s book: https://abookapart.com/products/design-for-real-life
3. Microsoft inclusive design : https://www.microsoft.com/en-us/design/inclusive

59. Mike Monteiro
59
How to fight
fascism
Co-founder and Design
Director at Mule Design

60. You chose your
employer:
Political.
You used a specific
solution for a problem:
Political.

61. Who’s going to benefit
from your solution?
The user or the
company?

62. Ethics in design

63. Travis Kalanick,
CEO of Uber, allied
Trump.
(ex-)

64. “This is the XXIst
century version of
Mussolini promising to
make trains run on
time”

65. An architect’s
proposition for
Trumps’ wall.

66. They say they do Architecture,
not politics.

67. https://youtu.be/vW2moFk074Q?t=23m5s
-> 23m56s
“You cannot design a good
border wall!”

68. “We are gatekeepers.”

69. COMMENT RÉINVENTER SON DISCOURS
This concludes
what I learnt going to
From Business
to Buttons
Thank you ☺
Pierre Harlé