Don is #2 on my list of speakers from Business of Software 2009. Don forces you to understand how people are using your product. It sounds simple, but most companies have a different outlook on their product than their customers. Here are his 10 rules for successful products.
Everything is a product. Everything is a service. You can’t have one without the other. The software you create is a product, but the experience you provide is your service. Don’t forget about one of these principles while focusing on the other.
Don’t be too logical. This might be the downfall of 99% of all developers. We are wired to think about the logical steps to perform an action, but users have emotion which plays the major role in their decisions. Usability testing is the best way to truly see how someone will use your product.
Design systems. Think about the iPod + iTunes + Add-ons or Kindle + Amazon + Verizon. This goes back to the above. Think about the entire service your product is providing, not just the functionality the product contains. A complete system solves the entirety of a customers problem. If you only solve a small portion of their problem, the experience is going to be lacking.
The other main points, which I think are fairly self explanatory.
It’s all about the experience
Memory is more important than actuality - Make the beginning and ending memorable
Complexity is good, Complicated is bad
Design for the real world.
Design for the people.
It’s all about the experience
Check out Don’s books if you want to hear more.
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