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Designing Products People Love: How Great Designers Create Successful Products, by Scott Hurff
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How can you create products that successfully find customers? With this practical book, you’ll learn from some of the best product designers in the field, from companies like Facebook and LinkedIn to up-and-coming contenders. You’ll understand how to discover and interpret customer pain, and learn how to use this research to guide your team through each step of product creation.
Written for designers, product managers, and others who want to communicate better with designers, this book is essential reading for anyone who contributes to the product creation process.
- Understand exactly who your customers are, what they want, and how to build products that make them happy
- Learn frameworks and principles that successful product designers use
- Incorporate five states into every screen of your interface to improve conversions and reduce perceived loading times
- Discover meeting techniques that Apple, Amazon, and LinkedIn use to help teams solve the right problems and make decisions faster
- Design effective interfaces across different form factors by understanding how people hold devices and complete tasks
- Learn how successful designers create working prototypes that capture essential customer feedback
- Create habit-forming and emotionally engaging experiences, using the latest psychological research
- Sales Rank: #75710 in Books
- Published on: 2016-01-03
- Original language: English
- Number of items: 1
- Dimensions: 9.20" h x .60" w x 7.00" l, .0 pounds
- Binding: Paperback
- 324 pages
Review
"Products today aren't designed like they were even just a few years ago. This breezy, easy-to-read guide walks you through modern product design as it's practiced in the field by some of today's best designers. Both an overview of the field and a handy how-to guide, this book has something for everyone working to make products people love."
DAN SAFFER, AUTHOR OF MICROINTERACTIONS
"In a quickly changing space, Scott Hurff shares an informed, actionable perspective."
RANDY J. HUNT, VP DESIGN, ETSY
"A thoughtful and charming guidebook for making great things."
SCOTT BERKUN, AUTHOR OF THE MYTHS OF INNOVATION
"Scott's new book connects the world of fast, startup-driven, design-for-mobile thinking with the traditional world of comparatively slower, "do-it-the-right-way" design and brand thinking. The new world of digital product design is interminably evolving, so this book is a great 2015 snapshot of the way modern digital designers needs to act and behave as more like explorers rather than conservators. Keep in mind that in 2016, 2017, and beyond, however, we should expect even more change to the field of digital product design -- so I look forward to the future editions of Scott's work as a historian of sorts in a rapidly evolving present-tense that gets old the very moment it ships."
JOHN MAEDA, DESIGN PARTNER AT KLEINER PERKINS CAUFIELD & BYERS
About the Author
Scott Hurff is a product designer and author, who's worked at companies like Tinder, Kleiner Perkins-backed startups, and a pre-IPO ChannelAdvisor. He started his first company while in college, and became the youngest entrepreneur-in-residence at Kodiak Venture Partners in Boston. Scott has led product design for products used by millions of users in a variety of areas, including video sharing, entertainment, and consumer mobile apps.
Scott teaches designers how to bring their designs to life at designers.how, and writes about what makes products great at scotthurff.com. His work has appeared in a variety of publications, including Smashing Magazine, Die Zeit, Quartz, Gizmodo, Business Insider, and Gamasutra.
Most helpful customer reviews
10 of 10 people found the following review helpful.
Throw sticky spaghetti at a sticky wall.
By A
There are no good books on product design. Period. This is probably because its such a new field. This book changes that.
If you believe in lean product methodology - be prepared to change your mind. The gist of this book is: if you're going to throw spaghetti at the wall and see if it sticks, you had might as well look for the best wall first, and see how sticky the spaghetti is before throwing it. There is a certain science to it, and this book sets it down very clearly.
The book includes a very clear game plan on how to create sticky spaghetti.
If you are a world class product designer, this book won't teach you much new. Product design is too broad a field to be contained in one book. What you need to know most as a product designer is your industry or market, the pains of your customers and how you are solving their problems, and perhaps bringing joy to their lives. No book can teach you that.
On the other hand if you are looking for a holistic overview and a set of steps you can take - a process that will bring you there, this book will be very helpful. Its a fun read, clearly written with concrete advice on what you should be doing when. He's also a star wars fan, so of course they means he's pretty smart:)
Five stars, I read it in two days.
5 of 5 people found the following review helpful.
A persuasive case for rigorous customer research-driven product design, supported with practical tools and methodologies
By Stewart McCoy
Digital product design is just the newest form of “knowing your customer”, and in this fun and accessible book Scott, makes the case that excellent, insightful, and valuable design comes less from “creative” exercises associated with the graphic arts and more with the rigorous approach of ethnographic observation and customer research.
Scott sheds light on the heritage of product design, revisiting successes from historic customer-focused visionaries like Lillian Gilbreth (who invented the modern kitchen), Henry Dreyfuss (the classic “I Love Lucy" telephone and circular Honeywell thermostat), and Neil McElroy (who invented the role of “brand manager”).
The majority of his book focuses on providing an overview of the modern product designers range of skills, and gives detailed overviews of tools such as the “Pain Matrix” and “Sales Safari” for gaining deep customer insights and product innovations. He also dives into the contentious debate about design fidelity—discussing the merits and drawbacks of prototypes versus pixel-perfect mocks. And, most importantly, how to approach incorporating incremental and impactful customer feedback into your product.
Having had the opportunity to read an advance copy, I believe this book is valuable not only for newcomers to the field of digital product design, but even senior practitioners who might learn about previously unknown history or techniques. This book has been a personal inspiration as I continue to refine my own philosophy of product design and development.
3 of 3 people found the following review helpful.
I'm only keeping the (most) necessary tools in my design toolbox – this book sits on the top shelf!
By M.Lopresto
I was fortunate enough to receive an advanced copy of this book. However, this does not sway my opinion about how valuable this book is.
Note: I am half-way through the book and will add more to this review at a later date.
If you are a product designer or developer, or part of a team involved in a project that employs designers and developers for your company's products, you should learn the most fundamental ways in how to understand what people want from a product, and how they will keep using your product over the countless others available.
There are so many ideas about what customers want, and so many methods used to try and understand what they want. It often seems we as product creators forget about the customer we are creating for. Sometimes, we try to emulate certain methods because tech company A used this "revolutionary" method and happened to launch a successful product.
The most accurate method to get an idea of what is needed or wanted by your targeted audience, is to understand how the people you are building your product for, operate in their native environments. Setting up observable tests that individuals are aware of, will often skew results. We act differently and – more often than not – we slightly embellish our actions when we know we are the test subject.
But, how do we observe individuals using products without their knowledge, without being creepy or invasive, and within the confines of what is ethical and acceptable.
Designing Products People Love explains the best method for understanding our potential users. This book gives (us) designers and developers the tools to implement methods that help us understand if our product is, or the ideas within our product are, actually enhancing the user experience.
Within the first chapter, I already felt I found a book that reaffirms what I convey to my clients when they are adamant about devising user experience testing that produces canned results. I have already recommended this book to a number of them, and I am thrilled it is available to the public today.
There is much more to read and learn. I look forward to finishing the final copy and leaving another review.
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