Jason's presentation was focused on the "10 Things Every CEO Needs to Know About Product Design and User Experience". The full presentation is available at the bottom of the post but here are the key highlights:
- Design can change businesses: little things can have a great impact. A simple example: the difference between "I am on Twitter" and "You should follow me on Twitter here" increased the registration rate by 173%!
- Design is more than pretty picture: it is all about the user experience and the brand you are trying to build
- Talk benefits not features: It is much better to write "Understand your money" than "20 colorful configurable charts and graphs". Another way to think about it is Microsoft vs. Apple packaging :+)
- Think in flows, not screens
- Do not make the user think: Make obvious what is clickable, minimize noise, omit needless words
- Start with a great story: Make the value obvious and present it first in the user flow
- User design as a lever: The best marketing tool you can have is a well designed application
- Get out of the office: Watch people experience your product or service
- Have your bible: Synthesize your design guidelines in a company style guide
- Repeat & refine: Allot product cycles to improvement
Nothing new there, but it's good to have all these things under one roof.