First presented at the O'Reilly Design Conference
San Francisco March 21, 2017
Watch the video of this talk on Vimeo: https://vimeo.com/220150905
User experience (UX) designers add necessary perspective and skills to early-stage companies, which are often overweighted with technical and business expertise. UX designers’ aptitude for considering holistic systems, desire to understand human motivations, visual thinking superpowers, and dedication to validated learning make them valuable early hires for startups. Increasingly, designers are taking more strategic roles at early-stage companies, but founders with a background in design are still relatively rare.
Lane Goldstone shares her journey from consultant to entrepreneur and explains how having a background in design impacts her company, Brooklyn Copper Cookware, in order to inspire more designers to consider founding companies.
Why Lane joined Brooklyn Copper Cookware
Ways her UX career prepared her to be a designer founder
Consultant thinking versus owner thinking
What it means to be a design-led company
Examples of UX practices used at Brooklyn Copper Cookware
What I expected vs. How it is
Planning - Reacting
Control - Surrender
Designing solution - Building company
How we think and work.
What’s the desired outcome?
WHO is this for
WHAT do we want to happen
HOW will we know it works?
structure and technology
instead of demographics
instead of big bang releases
instead of Opinion
instead of Planning
SUBSTANTIAL …but not weighty
INTENTIONAL …but not calculated
HANDMADE …but not artisanal
WHOLESOME …but not hygienic
ESSENTIAL …but not primitive
Just enough structure and technology
Microsegments instead of demographics
Small bets instead of big bang releases
Evidence instead of Opinion
Iteration instead of Planning
“To plant a garden is to
believe in tomorrow.”
― Audrey Hepburn